1. Company Profile
ZAARA Fashions is an exclusive fashion retail store of Bangladesh. It retails women, men, and kids fashionable apparels. Located in a prime zone of Gulshan-1 in Dhaka, it gives customers freedom of choice regardless of their age, location, taste, season, and fashion persona. Established and inaugurated in August 2009, the retail store ZAARA Fashions has successfully placed itself among the most celebrated and recognized retail stores of the country. The store produces an exclusive array of products and outfits. Most of these are designed and manufactured in house, while the rest are exclusively commissioned from the most talented craftsmen and weavers around the world. Its unique design and features symbolize aristocracy, and target the most elite customers of the country. Thus, ZAARA Fashions compliments a trendy lifestyle, and always ranks itself one step ahead with the latest styles and designs.
ZAARA Fashions offers different ethnic and aristocratic products to their high end customers. They usually focus on the classy, gorgeous and ethnic products which will quench the aristocratic thirst of their potential customers. The main products that ZAARA Fashion offer are- Sarees, Salwar Kameez, Sherwani, Suit, Shirt, Men’s accessories, Kids Wear, Jewelry, Cosmetics, Ladies Footwear, Ladies Bag etc.
The mission of Zaara Fashions Ltd. is to provide their customers with exclusive products in order to compliment a trendy lifestyle. Thus they refer it as ‘A House of Exclusive Fashions.’
Zaara Fashions Ltd aims to practice relationship marketing which involves creating, maintaining, and enhancing long-term relationship with their each and every customer. Thus, they believe to stay always one step ahead with the latest styles and designs.
4. Situation Analysis
Today’s market is characterized by highly competitive organizations which are all vying for consumer’s loyalty. Firms are faced with the challenge to maintain their own competitive edge to be able to survive and be successful. Strategies are carefully planned and executed to gain the ultimate goal of all: company growth. However, external factors are not the only elements which influence growth. There are also internal factors, components working within the organization which shape the direction of the company. The company’s marketing environment influences the business organization directly. This includes the suppliers that deal directly or indirectly to the people within the business organization, the consumers and customers who demand for the products or services offered by the company, and other local stakeholders who influence the decision-making process or affected by the business decisions made by the business firm. As such, the marketing environment of a particular company describes the relationship between firms and the driving forces that control this relationship who are members of a specific industry wherein the relationship is local and the firm may exercise a degree of influence. The situation analysis of ZAARA Fashion House is described according to two types of environment in exists in- 1. Micro Environment
3. Macro Environment
Situational Analysis Figure
1.1The Micro Environment
The term micro-environment denotes those elements over which the marketing firm has control or which it can use in order to gain information that will better help it in its marketing operations. In other words, these are elements that can be manipulated, or used to glean information, in order to provide fuller satisfaction to the company’s customers. This is accomplished through the manipulation of the variables over which a company has control in such a way as to optimize this objective.
1.1.1The Four Ps’ and the marketing mix
The Four Ps’ stands for:
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