It will not appear any of the sensitive words in the research or during the interview. Moreover, there is great competition in the field since most entrants deal with similar products. Introduction This research aims at investigating the implementation and utilization of the 4Ps marketing strategy by Zara, a shoe and clothes manufacturer. This research makes use of self-administered questionnaires to maximize on the number of responses and ensure that the responses are reliable. Existing literature has demonstrated that Zara has been competing effectively in the fashion industry. It is known for its perfect combination of high end, chic clothing at affordable prices. The data portrayed in the questionnaire responses is parallel to the information obtained through the semi-structured interviews.
In this research only a total of 80 managers participated due to limitations such as time, reachability of the managers and budget. It brings the same designs at lower prices quick to the market. The value propositions offered by Zara to its main customers who are young, fashion conscious city-dwellers is offering new styles within the time-frame of several weeks as well as providing assortment of choices for customers and the uniqueness of clothing styles fitting individual customer needs. The advertisements could involve some form of promotion to be more effective. Moreover, follow up call were made to ensure all the participants had received their questionnaires. Throughout this expansion Zara has remained focused on its core fashion philosophy that creativity and quality design together with a rapid response to market demands will yield profitable results.
However, the participants were also notified that they were free to quit from the study if they felt like they were not ready to participate. As noted in the case study, customers will tend to visit Zara stores considerably more frequently than competitor stores, due to the fact that new products are continuously being launched. Zara Basic essential fashion-fix pieces and fashion for younger women Lightness, looser silhouettes and silky tops. Is Zara product met the trend or fashion? However, the products can be different from market to market which is because Zara does its research before releasing any product in the specific markets world over. Over the next 3 years, the online store became available in the United States, Russia, Canada, Mexico, Romania, and South Korea. However, when it comes to promotion, the brand has used the other channels like social media skilfully and effectively.
These are in accordance with code classification of the goods, assessment and basis country. Zara has set up sophisticated technology driven systems, which enable information to travel quickly from the stores back to its headquarters in Arteixo in Spain, enabling decision makers to act fast and respond effectively to a developing trend. Zara is a fast fashion brand selling affordable clothing. Additionally, the analysis was aimed at establishing why Zara develop their company so fast to a top company in this few decades and the Zara philosophy that make the company become so successful. It also obtains feedback from buyers and fixes any problems quickly to keep them happy. Zara also teams up with local talent to provide best fashion trends. Product: The product that Zara is proposing to the market is a customer-focused product with the aim to increase interest, involvement and emotion.
It offers jeans, trousers, tops, skirts, knitwear, T-shirts, shoes, bags and accessories. Promotion is another strategy used by Zara to market its products Hamel, 1996. It is thus an important element of marketing and enables the company establish a smooth channel through which a product moves from the production to the consumption. Zara uses branding strategies which include company branding through the range of products it makes and attitude branding which relates to the feeling associated with using Zara products. Facebook In 2017, Zara added more than one million followers, making it one of the most successful fashion retail brands on Facebook with 26.
Zara follows this philosophy by constantly evolving. It will not take interview response out of context and do not discuss small parts of observation or interview without putting them into the research. It will not offence to any party and will be very rational but not non-rational. Zara knows that the quicker it can respond, the more likely it is to succeed in supplying the right fashion merchandise at the right time across its global retail chain. The success of companies largely depends on its marketing strategies. Moreover, the participants were drawn from a few stores. Its Internet operations are seamless with the directory and the company also uses this channel to drive customers into stores.
This is because Zara manages to create new designs faster than its competitors Carruthers, 2003, Apr 03. For example, Zara strategically chose location of their stores in prime retail areas for more visibility marketing. ProQuest Dissertations and Theses, pp. Originating in Spain, back in 1963, the company has since become internationally recognised, with more than 2000 stores worldwide. What makes Zara different from other specialty apparel retailers? Zara, just like any other big business organization employs unique marketing model to help it achieve its targets. It is this quality of the brand that makes it a go-to fashion brand for everyone. Zara has become recognised as a high-street fashion brand; therefore, any items which are believed to be at the luxury end of the pricing range are unlikely to be accepted by the customer base.
In Zara, the design teams work with the available fabric, allowing for faster fashion. Customers are the most important source of information for Zara, but like any other fashion brand, Zara also employs trend analysts, customer insights experts, and retains some of the best talents in the fashion world. Let us start the Zara Marketing Mix: Product: Zara is one of the leading luxury fashion labels in the world. The fashion Industry is dominant and has a specific culture. These brand loyalists are also less price sensitive.
Kotler, P 2008 Market segmentation: A foundation for segmentation is a part that differs amongst groups within a market, but that is constant within groups. Arrangements for the actual interviews were made. Zara stocks its stores with new designs two times in a week. This also includes high-profile celebrities like Danielle Peazer, Davina McCall, Nigella Lawson, Vicky Pattison, Amanda Holden who have a following of more than 2 million. Zara has no chief designer. In this context, consumers are reducing the amount of expenditure on items such as clothing and, in particular, fashion items, thus putting pressure on retailers to provide cutting edge fashion at a budget price, something which Zara has become particularly good at and is using this to gain success during difficult economic times.
Some examples of such aggregators who are doing well include Lyst, Farfetch, Spring and Yoox Net-a-Porter. Threats: The fashion clothing competitors in local and global marketing world. Accessed March 26, 2014 Smith, R. As we understood in the business case, the Dos system is perfectly working well under the current business process which Zara value the most and also this system is easy to be fixed at the store and easy to install without any help form technicians. This company always tries to make their stores as pleasant environment where customer feel relax and pleasant while shopping and they try to have maximum attention to their exterior and interior architectural design. Although Zara has been in the fashion industry for a considerably short period, it has become extremely popular.