Zara Mkg Plan

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  • Topic: Marketing, Revenue, Variable cost
  • Pages : 17 (5193 words )
  • Download(s) : 204
  • Published : September 21, 2006
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Table Of Contents
1.0Executive Summary ………………………………………………………………3 2.0Situation Analysis …………………………………………………………….......3 2.1Market Summary …………………………………………………………3 2.1.1Market Demographics …………………………………………….4 2.1.2Market Trends …………………………………………………….5 2.1.3Market Needs …………………………………………………......6 2.1.4Market Growth ……………………………………………………7 2.2SWOT Analysis …………………………………………………………..8 2.2.1Strengths ………………………………………………………….8 2.2.2Weaknesses ……………………………………………………….9 2.2.3Opportunities …………………………………………………….10 2.2.4Threats …………………………………………………………...10 2.3Competition ……………………………………………………………...11 2.4Product Offering…………………………………………………………12 2.5Keys to Success…………………………………………………………..12 2.6Critical Issues…………………………………………………………….13 3.0Marketing Strategy……………………………………………………………….13 3.1Mission…………………………………………………………………...14 3.2Marketing Objectives…………………………………………………….14 3.3Financial Objectives……………………………………………………...14 3.4Target Markets…………………………………………………………...15 3.5Positioning……………………………………………………………….15 3.6Strategies…………………………………………………………………16 3.7Marketing Mix…………………………………………………………...17 3.7.1Product: Consumer………………………………………………17 3.7.2Price: Cost………………………………………………………..18 3.7.3Promotion: Communication……………………………………...19 3.7.4Channels of Distribution: Convenience………………………….19 3.8Marketing Research……………………………………………………...19 4.0Financials………………………………………………………………………...20 4.1Break-Even Analysis…………………………………………………….20 4.2Sales Forecast…………………………………………………………….21 4.2.1Sales by Region…………………………………………………..22 4.3Expense Forecast………………………………………………………...23 4.3.1Expense by Region………………………………………………23 4.4Linking Expense to Tactics and Strategy………………………………..24 4.5Contribution Margins……………………………………………………24 5.0Control…………………………………………………………………………...25 5.1Marketing Organisation………………………………………………….26 5.2Contingency Planning……………………………………………………26 Appendix…………………………………………………………………………………27 Bibliography……………………………………………………………………………..28

1.0 Executive Summary
Zara is the oldest, most internationally established company of the Spanish retail group Inditex SA. It is a high-fashion concept offering apparel, footwear and accessories for women, men and children. By focusing on shorter response times, the company ensures that its stores are able to carry clothes that the consumers want at that time. Zara offers its customers a unique mix of affordability, exclusivity and differentiation, as well as creating a unique shopping experience. Zara has the potential for sustainable growth due to its competitive advantage and its ability to face the challenges of the apparel industry. The company keeps its operating income elevated, has a strong and unique business model, and has various opportunities for expansion in the retail industry (Craig et al, 2004).

2.0 Situation Analysis
To many Europeans, Zara is a familiar face with consistently trendy, well-priced new apparel every week. Market segments within the fashion retail context are very broad, but mainly include young, educated people, who are fashionable and sensitive to changes in fashion.

2.1 Market Summary
Zara offers clothes, footwear and accessories to women (60%) and men (25%), as well as clothing and accessories for children (15%). People at Zara do not define their target by segmenting ages and lifestyles as traditional retailers do. Zara's global target market is a young, educated one that likes fashion and is sensitive to fashion, but is price-conscious. In Ireland, there are only 3 Zara stores as of March 2005. The Market analysis table presents our findings on Zara's potential customer base in Ireland. Target Market Forecast

Potential Customers Growth20052006200720082009CAGR
Women 2%948149.2969 008990 3261 012 1131 034 3792.20% Men 2%941639955 764970 100984 652999 4221.50%
Children 2%860856.1878 073895 634913 547931 8182.00% Total 1.90%2 750 6442 802 8452 856 0602 910 3122 965 6191.90%
2.1.1 Market...
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