logo image

Zara Marketing Plan Essay

Executive summary General introduction (including a concise consumers and category market/ trend overview) Entry mode -The suitable mode of entry for Ezra to enter the clothing industry in Vietnam is franchising. -As Vietnamese Joint venture regulations are strict; the Vietnamese investors must own at least 51% of the enterprise’s capital. This will create some difficulties to Ezra in term of controlling the business. Therefore, franchising is more suitable because the mode of entry is suitable for entering a small country and subject to significant cultural differences from Sara’s home base (Spain) as Vietnam. In term of financial, franchising creates another source of income for Ezra, through payment of franchise fees, royalty and levies in addition to the possibility of sourcing private label products to franchisees. -In term of strategic, franchising can be Sara’s mean of spreading risk by multiplying the number of locations through the franchisees’ investment.

SOOT analysis Market segmentation and targeting – Segmenting and Targeting the market* -Sara’s target customers are paying attention in high trends and want to have the latest fashion trends. -Geography, demographic, cryptographic, benefits, and usage rate are the main asses for segmenting consumer markets. -Demographic segmentation plays a big role for Ezra. -It includes

Need essay sample on "Zara Marketing Plan"? We will write a custom essay sample specifically for you for only $ 13.90/page

gender, age, ethical norms, and family life cycle. -Sara’s target market is mostly women and fewer men. Ezra designs more clothing for women. -It is focused on people of different age, including generation X and Y.

Those who earn enough money and are able to buy clothes from Ezra shops. – Positioning the company* -INEDITED currently runs 51 54 stores segmented into eight branded chains: its flagship brand Carat, Pull & Bear, Misaims Duty, Berserk, Strabismus, Shoo, Ezra Home and Utter;e. -Ezra has positioned its brand to deliver the latest fashion, well made, at a price that makes it attainable by millions of people. -EZRA is positioned more fashionable compare to its competitors but surprisingly with a relatively low price behavior. Estimate market share Marketing objectives – Set marketing objectives* Fast lead time – differentiating the design, manufacturing and distribution progression – keep costs down by keeping stocks low – products are available on the shopping floor and regularly replaced, given the short life of items * ; ND groups of designers Fast fashion – used information technologies – through point of sale system into what the shops sell as their feedback is sent back to the head office * ; Brand name more well-known – international expansion (stores, distribution centers)

Can’t wait to take that assignment burden offyour shoulders?

Let us know what it is and we will show you how it can be done!
×
Sorry, but copying text is forbidden on this website. If you need this or any other sample, please register

Already on Businessays? Login here

No, thanks. I prefer suffering on my own
Sorry, but copying text is forbidden on this website. If you need this or any other sample register now and get a free access to all papers, carefully proofread and edited by our experts.
Sign in / Sign up
No, thanks. I prefer suffering on my own
Not quite the topic you need?
We would be happy to write it
Join and witness the magic
Service Open At All Times
|
Complete Buyer Protection
|
Plagiarism-Free Writing

Emily from Businessays

Hi there, would you like to get such a paper? How about receiving a customized one? Check it out https://goo.gl/chNgQy

We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy