Marketing
...Ying (0745725)
Alicia Low (0745767)
Iris Mo Xi (0745837)
DTRM 1B05
Table of Contents
1. Introduction
2. Description of Company
3. Target Market
4. Marketing Mix
a. Product strategy
b. Pricing strategy
c. Placing strategy
d. Promotion strategy
5. Recommendations
6. Conclusion
7. References
8. Appendices
INTRODUCTION
The fashion distributor we are focusing on is Zara, and the chosen competitors are Mango and Topshop.
Zara is a clothing brand opened in 1975 and owned by Spanish fashion distributor Industria de Diseño Textil S.A., one of the world’s largest fashion groups. It sticks closely to its business model which focuses on the process of design, manufacture, distribution and sales. They sell franchisee rights to retailor groups in major capitals and cities. In contrast to many fashion groups, Zara does not focus on advertising, but instead invest a percentage of its revenues in opening new stores. To date, Zara is present in 68 countries with a network of more than 1,030 stores, ideally located in major cities. Zara has a range of products, categorized into Woman, Man, TRF, Kids, and beauty.
DESCRIPTION
Mission Statement
Zara does not emphasize on a mission statement, but instead focus on their business model at which customers is at the centre of it; these processes share the same same objective which is giving customers the fashion they expect.
Target market
Being strategically located in major cities, the targeted market is the working urban adults who can afford the clothing. Locally, the target market size is estimated to be 1,379,100, comprising of managers and senior officials, working proprietors, professionals, technicians and associate professionals, clerical workers and service and sales workers. The market characteristics of such people are that they...
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