Zara Marketing Plan Essay Example | Topics and Well Written Essays - 2000 words

Zara Marketing Plan - Essay Example From this discussion it is clear that the company responds quickly and more efficiently to customers demand in the market and in so doing, Zara has remained in the forefront in delivering the latest fashion to customers at a fair price in locations like Paris and New York. Zara operates in more than 77 countries since 1990’s, a business that has grown from 6 stores in the year 1979. Later, several retail operations stores sprout up in major Spanish cities before going global as from 1988. The expansion of its market shows the growth in size, production and customer demand. To ensure sustainability in the market and satisfaction of customers, the company invests in innovation and creativity to enhance the introduction of new brands which targets different segments of customers in the market such as the â€Å"Pull & Bear†, â€Å"Massimo Dutti†, and the â€Å"Bershka†.This paper stresses that  the ability to identify the consumers in need of the latest fash ion and international brands has been the drive towards international growth. This presents Zara to other large competitors in the market such as Victoria’s Secret and GAP as well as from new entrants. The highly targeted market is women as they account for 60% of the company sales. In display, management saw to it that products were mixed from skirts, shirts, to pants; a move that enabled customers to get and buy, unique-well combined outfits.... In display, management saw to it that products were mixed from skirts, shirts, to pants; a move that enabled customers to get and buy, unique-well combined outfits. The firm has experienced exponential growth while employing its flexible and high-speed business model as this has enabled the sales to increase from $8.15 billion in 2006 to $17.2 billion in 2011. This is facilitated by the continual global expansion of its market as this has the company to open branches in 77 countries with over 4000 overall stores globally (Hansen 12). Analysis of issues The major issues facing Zara includes maintaining a strong and effective customer care, optimization of the high development and training cost as well as maintenance of the company’s ability of effectively responding to market needs. The production system of Zara is more flexible; hence, this calls for an efficient distribution system, fast supply chain and commitment of employees. Moreover, the new breed of shoppers calls for a new variety, freshness and loyalty. The brand should be able to serve the increased demand from a more educated and savvy consumers who demand more choices (Lynn et al 3). The major market comprises of full bodied women who are full size. Clothes are produced that will fit them properly so as to enhance their beauty. This market segment is more conscious on their looks and they enjoy shopping as they are hectic of socializing lifestyles. In essence, attention is laid on the plus size ladies aged 18-40 who work in big cities with mid range level of income or those in pursuit of higher levels of education. Customer service is an important tool in marketing and promotion. The company focused heavily on training of its sales team so as they may serve customers more effectively.