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Wolfgang Keller Study Case

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Wolfgang Keller Study Case
Kim, Myung Hwan
Yun, Sa Hyuck
Choi, Young Jin
Lee, Yu Mi

Contents
1

Overview

2

Business Strategy

3

Operations
Operations

4

IT strategy

5

Conclusion

Overview
Overview

Company Profile
01.History
01.History
•
•
•
•

02. Brand

Established in 1963
4,280 outlets in 73 countries
79,517 staffs in 2008
Listed stocks in 2001

03. Financing
2007
Sales
9,435
Income 1,250
Outlets
3,691
Countries
68
Staffs
79,517

Inditex

2006
8,196 15%
1,002 25%
3,131 560
64
4
10,240 10,277
1 mil euro

Innovator & Results
Innovator
Amancio Ortega Gaona
Founder & President

Global Sales
Spain
Europe
America
Sthers

Inditex

Pablo Isla
CEO (2005~)

• ZARA (www.zara.co.kr)
Opened in A Coruna (1975) in Spain
1361 Outlets

200 designers

6,264 sales (mil euro)

Description of
ZARA

Sales per of Inditex 66.4%

Global sales
72%

Business
Business
Strategy

What is Zara’s Business Strategy?
What
Conventional

• Trend analysis
• Making Collection

• Fixed seasonal collections • Push marketing by Sales manager

What is Zara’s Business Strategy?
What
Zara wants…
- to provide customers with Fashion On Demand by following the fast fashion trend
Speedy
Decision

• SKU decision making by store manager • Fast reflection of
Field VOC

Efficient
Operating

• Sharing of Sales result & Field VOC
• Efficient inventory management Pull
Marketing

• Providing the newest trend with fast SKU cycle
• Fancy store on the main street
※ SKU : Stock Keeping Unit

Summary of Biz. Strategy
Summary
The distinct value for customers
- Always trendy & Satisfactory

Fast reflection of field VOC

Efficient & integrated Operating

Pull
Marketing

IT is used for those key factors
Business strategy is simple except operating

Overview of Operating
Overview
Commercial Team (HQ)
VOC (Trend)

Designers
• Not special / elite group • Each
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