Marketing Mix of Zara - Flagship Store
Retail Marketing
Coursework assignment:
“For a retail organization of your choice evaluate the elements of its retail marketing mix, in terms of the effectiveness with which they are used to appeal to the core target market”
ZARA – flagship chain store
List of Contents I. Introduction: 2 II. Background 2 III. Retail Marketing Mix 3 1. Merchandise assortment 3 2. Location 3 3. Price 4 4. Store design and Visual merchandising 4 5. Advertising and promotions 5 6. Customer service 5 IV. Competitors 6 V. Conclusion 6 References 7
Appendix I………………………………………………………………...…..9
Appendix II…………………………………………………………………..10
Appendix III…………………………………………………………………11
I. Introduction:
The following report is about the evaluation of the marketing mix of “ZARA” clothing, which is considered to be one of the most successful clothing brands in the UK nowadays. This report will focus your attention on the main elements of the its retail marketing mix. The main objective of the report is to show how effectively those elements are used by Zara to appeal to the core target market. For the report were used primary and secondary researches. The secondary data was derived from various academic books, journals, websites, Internet resources, annual reports. The primary data was collected through qualitative approaches. Some observations of the stores were made, as well as exploring the staff and watching the customers’ behavior and reactions.
The theory that is used in this report as a leading one is by “Varley and Rafiq”. According to them “The retail marketing mix is the set of controllable variables the retailer can use to satisfy customers’ needs and to influence their buying behavior and compete effectively in the market”. Different authors have different theories about the marketing mix and how effectively its elements should be used. The most common elements of each marketing mix are product, price, place, promotion. In the theory of Varley and Rafiq, they are
Coursework assignment:
“For a retail organization of your choice evaluate the elements of its retail marketing mix, in terms of the effectiveness with which they are used to appeal to the core target market”
ZARA – flagship chain store
List of Contents I. Introduction: 2 II. Background 2 III. Retail Marketing Mix 3 1. Merchandise assortment 3 2. Location 3 3. Price 4 4. Store design and Visual merchandising 4 5. Advertising and promotions 5 6. Customer service 5 IV. Competitors 6 V. Conclusion 6 References 7
Appendix I………………………………………………………………...…..9
Appendix II…………………………………………………………………..10
Appendix III…………………………………………………………………11
I. Introduction:
The following report is about the evaluation of the marketing mix of “ZARA” clothing, which is considered to be one of the most successful clothing brands in the UK nowadays. This report will focus your attention on the main elements of the its retail marketing mix. The main objective of the report is to show how effectively those elements are used by Zara to appeal to the core target market. For the report were used primary and secondary researches. The secondary data was derived from various academic books, journals, websites, Internet resources, annual reports. The primary data was collected through qualitative approaches. Some observations of the stores were made, as well as exploring the staff and watching the customers’ behavior and reactions.
The theory that is used in this report as a leading one is by “Varley and Rafiq”. According to them “The retail marketing mix is the set of controllable variables the retailer can use to satisfy customers’ needs and to influence their buying behavior and compete effectively in the market”. Different authors have different theories about the marketing mix and how effectively its elements should be used. The most common elements of each marketing mix are product, price, place, promotion. In the theory of Varley and Rafiq, they are
References: IV. Competitors The three major competitors for Zara are Gap, H&M and Benetton (Inditex group Annual report, 2008) CNN Europe/Business. (2001) Zara, a Spanish success story, [Online]. Available from:http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/ (Accessed:2 3 April, 2010) Columbia Business School Craig, A. Philadelphia University (2004). Zara: fashion Follower, Industry leader. [Online], Available from: http://www.philau.edu/sba/news/zarareport.pdf (Accessed 26 April, 2010) Dawson, J Dutta, D. (2002) Retail @ at the speed of fashion. Available from: http://www.3isite.com/articles/ImagesFashion_Zara_Part_I.pdf [Accessed 20 April, 2010] Fraimen, N INDITEX Group Annual report (2008), Available from: http://www.inditex.com/en (Accessed 24 April, 2010) Kotler, P Levy, M. Weitz, B. (2007).Retailing Management, McGraw- Hill (6th edition) Matassa, L McGoldrick, P. J (2002).Retail marketing, McGraw – Hill, London (Second edition) Nueno, J Stam, A. Gadjah Mada University. Zara retailing and Vertical Integrated [Online], Available from: http://www.slideshare.net/irwanarfandi/zara-retailing-vertical-integrated (Accessed on 26April, 2006) Varley, R