Zara E-Business

Topics: Strategic management, Marketing, Management Pages: 2 (665 words) Published: April 11, 2013
Executive Summary
E-business Background
Zara, part of Spanish giant Inditex Group, provides clothing products to customers demanding fast fashion that looks like high fashion at lower prices. It has been considered as the most remarkable fast fashion company of the 21st century. In order to understand and analyze the dynamics of the sector and the current state of Zara, Porter’s Five Forces and SWOT analysis will be used. E-Marketing

The key elements of Zara’s e-marketing strategy include social media, viral marketing, email marketing, website marketing through newsletters and press releases to subscribers and mobile applications for smart phones (Arrigo, 2010). These elements of the strategy will be discussed more in detail in the report. Web design analysis

Zara’s main website is, which was redesigned when it launched an online store in 2010. In order to analyze web design of Zara there are 4 key issues that have to be considered such as usability, accessibility, functionality and utility (Chaffey, 2007 ). Business to business analysis

Zara has a large amount of business to business transactions even though it has a vertically integrated business model where it designs, produces and distributes the products using its own capabilities and resources. These and other aspects of Zara’s B2B will be analyzed in detail. Ethical issues

Ethical issues in the fashion sector that Zara operates are becoming increasingly important and companies like Zara are reviewing their management of supply chain. In the last decades the new era of internet technologies has enabled people to communicate and raise awareness faster and in a more efficient way about ethical issues. This has put more public attention and inspection in the supply chain of global large companies like Zara. Conclusion and recommendations

Recommendations will be made based on the analysis of e-marketing, web design, B2B and ethical issues. E-business Background
Zara, part of Spanish giant...
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