最新ZARA案例分析
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of customers
______________________________ ____来自百度文库_______________
Value and Satisfaction
Expectation
8
Performance
10
Expectation
10
Performance
8
If performance is lower than expectations, satisfaction is low.
• Deliver fashion “when the customer desires” • Twice a week delivery schedule
Demand
• No advertising or promotions
______________________________
• 10,000 new items at__h__ig__h_l_y__c__o_m___p_e__t_itive price
Marketing Environment: China case
Chinese Economy
– GNP per capita $ 5890 – GDP growth of 10.7% – Industry/service economy
From choosing target markets and building profitable relationships
with them?????
Questions to ask:
1. What customers will we serve? What is our target market?
Marketing Management
“How did Zara Capture the Chinese Market?”
______________________________ ____________________
Damak Donia 杜宁
• What is Marketing Management?
Around the world
North America: 47 stores
Europe: 407 stores
South America: 30 stores
Africa: 41 stores
Asia - Oceania: 7 stores
______________________________ ____________________
• Overview Zara
– Zara’s Success: Its Business Model
• Marketing environment:
– China Marketing Environment – Market Attractiveness – Learning from Competitors: H&M and Esprit in China – SWOT Analysis:Threats and Opportunities – Key Success Factors to enter the Market
______________________________ ____________________
Business Model
Supply
• Whereas most retailers designed 60% at start season, Zara designed 15% Dump unpopular product line
• Strategic Recommendations − Business, logistic _a_n__d__m__a__r_k_e__t_in__g__s__t_r_a_t_e__g_y__
____________________
What is Marketing Management?
Marketing management is the art and science
Compelling mix of fashion, price and quality • First store in 1975. Today 536 stores within 30 countries worldwide
199 openings in 2009
• Financials
• Sales: €4.5 Bn in 2008 • International sales 60% of total turnover
of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating
superior customer value.
______________________________ ____________________
2. How can we best serve these customers? What is our value proposition?
______________________________ ____________________
Target Marketing
Market Segmentation: Divide the market into segments
If performance is higher than expectations, satisfaction is high.
______________________________ ____________________
Overview
• Business
• The world’s fastest growing fashion retailer of Spanish Brand • Ranks among the three “global winners” with Gap and H&M
______________________________ ____来自百度文库_______________
Value and Satisfaction
Expectation
8
Performance
10
Expectation
10
Performance
8
If performance is lower than expectations, satisfaction is low.
• Deliver fashion “when the customer desires” • Twice a week delivery schedule
Demand
• No advertising or promotions
______________________________
• 10,000 new items at__h__ig__h_l_y__c__o_m___p_e__t_itive price
Marketing Environment: China case
Chinese Economy
– GNP per capita $ 5890 – GDP growth of 10.7% – Industry/service economy
From choosing target markets and building profitable relationships
with them?????
Questions to ask:
1. What customers will we serve? What is our target market?
Marketing Management
“How did Zara Capture the Chinese Market?”
______________________________ ____________________
Damak Donia 杜宁
• What is Marketing Management?
Around the world
North America: 47 stores
Europe: 407 stores
South America: 30 stores
Africa: 41 stores
Asia - Oceania: 7 stores
______________________________ ____________________
• Overview Zara
– Zara’s Success: Its Business Model
• Marketing environment:
– China Marketing Environment – Market Attractiveness – Learning from Competitors: H&M and Esprit in China – SWOT Analysis:Threats and Opportunities – Key Success Factors to enter the Market
______________________________ ____________________
Business Model
Supply
• Whereas most retailers designed 60% at start season, Zara designed 15% Dump unpopular product line
• Strategic Recommendations − Business, logistic _a_n__d__m__a__r_k_e__t_in__g__s__t_r_a_t_e__g_y__
____________________
What is Marketing Management?
Marketing management is the art and science
Compelling mix of fashion, price and quality • First store in 1975. Today 536 stores within 30 countries worldwide
199 openings in 2009
• Financials
• Sales: €4.5 Bn in 2008 • International sales 60% of total turnover
of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating
superior customer value.
______________________________ ____________________
2. How can we best serve these customers? What is our value proposition?
______________________________ ____________________
Target Marketing
Market Segmentation: Divide the market into segments
If performance is higher than expectations, satisfaction is high.
______________________________ ____________________
Overview
• Business
• The world’s fastest growing fashion retailer of Spanish Brand • Ranks among the three “global winners” with Gap and H&M