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Marketing Strategies of ZARA and the Reference to Chinese Enterprise

Author: ZhaoShengZuo
Tutor: LiuGuoHua
School: Shanghai International Studies University
Course: Business Administration
Keywords: Fast Fashion Brand marketing marketing strategy apparelindustry ZARA
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 2976
Quote: 0
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Marketing strategy,as modern marketing theory defines, is a general idea and plan forthe enterprise in order to reach the sales target in a certain period. The efficient implementof marketing strategy helps enterprise to make clear of its sales direction and set upproper sales plan. Marketing strategy is one of the basic strategies for any enterprise,including apparel enterprise. With the development of globalization on the economy, thewhole apparel field has already changed their theory from produce-guide to marketingstrategy-guide. Therefore, many fast fashion brands comes out. As one of the outstandingbrand, ZARA is listed on the World Best Brand published by Interbrand on2011. Throughover25years development, ZARA is not only a world-wide recognized brand, but also astudy object for its development on fast fashion apparel.As a trend leading company in the future, ZARA has been a benchmarking in the fastfashion clothing field. What is the key point of ZARA’s success on the marketing way?What can be study and refer to for the young Chinese clothing brand on marketingstrategies and operating strategies? According to these questions, this essay would discussand study based on such these issues.Through interview method, observational method, case study method,etc.,onanalyze ZARA company, which is a successful company using several marketing strategyin fashion clothing market, we would analyze and conclude how efficient marketingstrategy can be used in this field, such as the product strategy, price strategy, customermaintaining strategy, differentiating strategy, etc.. Meanwhile, this essay is also analyzedon ZARA ‘s new marketing strategy,4C marketing strategy. The purpose of the essay isbased on how to get several strategy on ZARA’s case for readers.Meanwhile, this essaymay also be helpful to the Chinese fashion clothing field as a reference.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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