Strategic Management and Zara

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Fakultät für Betriebswirtschaft
PS - Unternehmensführung
Term – Paper

„Zara - Case Study“
WS 2012

Seminararbeitgruppe:Severin Springer
Hans Kahofer
Raphael M`Barek
Antoine Eber

Table of content

1. Case Introduction.........................................................................................................................1

1.1 Mission, Vision and Values.......................................................................................................2 1.2 Strategic Goals...........................................................................................................................4

2. External Analysis.........................................................................................................................5

2.1 PEST-Analysis...........................................................................................................................6 2.2 Porter’s five forces....................................................................................................................10

3. Internal Analysis.........................................................................................................................13

3.1 Core competencies and Resources...........................................................................................14 3.2 Value Chain Analysis...............................................................................................................19 3.3 SWOT – Analysis.....................................................................................................................20

4. Strategy formulation and implementation..................................................................................22

4.1. Offshoring................................................................................................................................24 4.2 Positioning in Globalization.....................................................................................................24 4.3 The „no marketing“ strategy.....................................................................................................25 4.4 E-marketing..............................................................................................................................26

Case Introduction:

When you are talking about Zara, the flagship brand of the Spanish retail conglomerate Inditex, you are talking about one of the leading fast-fashion retailers in the world. Over the past 10 years there have just been few companies receiving as much of attention because of their overwhelming success. But even though the company was often praised for their operation and information system, their marketing and centralized distribution model Zara was always questioned to maintain their success in the long term but until now proofed their critics wrong.

In this case study we will lead of with some detailed information about Zara’s history to give you a better understanding for the company and their values, mission and vision. A strategic analysis of their external environment, the industry with their competitors and international opportunities will be followed by an internal analysis giving inside in the company’s operations and logistics, their strengths and weaknesses. The last part of the paper will contain a strategy formulation giving a future prospect of where the company could be in some years, also giving examples of new strategies and tackling the implementation topic.

It was 1975 when Juan Manuel Ortega decided to open his own store as an outlet for unsold products after one of his customers cancelled a large order. After he noticed that Zorba, his preferred name for the store, was not available any more he reused the billboard letters and Zara was born. Through the store Ortega...
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