Zara Marketing Analysis


 marketing PRINCIPLES report



Zara Marketing Analysis


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  1. Executive Summary

Zara is a leading garment retail firm owned and managed by Inditex, a leading Spanish firm, as well as a global leading fashion entity. The approach in Zara operation is by following straight-up incorporated activities that as the benefit of shortening the time in verdict making. Stock in the sore places reliance on the geographical location that the store is situated, and the approach in which Zara undertakes their marketing campaigns is by displaying posters at their outlets and by their windows display. This methodology has helped Zara since it depicts a cost-effective growth despite the substantial predicament existing in the U.S. The problems that Zara goes through are whether to upgrade their current software or to maintaining the existing software but rung in the disaster that only the DOS supplier will stop supporting the software.




  1. Contents

1.     Executive Summary. i

3.     Introduction. 4

4.     Industry Analysis. 4

5.     Company Analysis. 5

5.1.1      Brand/retailer positioning. 5

5.1.2      Consumer focus. 5

6.     Key Competitors. 5

7.     Microenvironment Analysis. 6


8.     Microenvironment Analysis. 8

9.     SWOT Analysis. 10

10.      Target Market 11

11.      Positioning Strategy. 11

12.      Conclusion. 11

Appendices. 14





  1. Introduction

Zara is a leading fashion business access to the globe. It was incorporated in the year 1975 by Spanish businessperson Amancio Ortega. Zara is famous for its inventive fashion industry. The business has a past of striking a deal with tactical verdicts. Its contestants replicate their plans for handling the advertising threats for a long period. The company is very keen on entering a deal with nations such as Japan, which their culture is very diverse and depicts a superior threat. Zara operates many of its retail outlets independently. Normally, Zara outlets compromise of women’s, men, and children segments. Each segment has a supervisor almost 61% of sales are from the sale of women's clothes. Other segments contribute almost equally to Zara’s revenue.

  1. Industry Analysis

Since purchasers are well informed that clothing firms are fast to get rid of failed fashion designs, they normally buy products immediately they are available in the market. Many fashion cognizant buyers come from the Middle East and upper-income families and, as a result, depict the discretionary income to incur on cloths (Avendaño, 2003). The threat of substitutes is superior in the clothing market.  

Suppliers depict the least bargaining power in the clothing industry. Surging labor effectiveness in developing nations has lead to cheap labor and input, leading to low cost and many suppliers alternative for retailers. Competition amongst competitors is a worry for many clothing firms (Hines, 2012). There are many key players of the same size. For example, Zara holds 5% of the market portion in Spain, while H&M holds 10% in Sweden, only to decipher same revenues reductions, which proves that there are tight limitations on gaining a domain market portions in the clothing industry.

  1. Company Analysis
      1. Brand/retailer positioning

Zara is a clothing retailer, which developed and perfected the fast trend model. Unlike other retailers in the fashion industry who convince customers to like and purchase their products, Zara does it in overturns (Fan, 2009).  Zara's methodology has been so triumphant that other institutions are copying constituent of the model. When the product turns to be available in Zara's retail stores, it merely stays there for a short period. These lead to a shortage in the mind of clients who would buy the product or miss it.

      1. Consumer focus

The company gives priority to the client's needs over and above any other aspect of production. Zara has considered incorporating the production process vertically to accommodate the client's needs. The size, color, lengths, methodology, and fabric of constructions represent the 2020 spring fashions (Ketter, 2016). The Zara's workers have training experience on how to get information from purchasers concerning how they feel about a specific product. For example, some purchasers will consider that they do not like string collar or they consider zippers in a heavy garment. Workers will mote the client's review, pass it t the store supervisor, who will then pass the information to their head office in Spain.

  1. Key Competitors

The following are the leading competitor for Zara.


The company designs and retail clothing for women, children, men, and teens. The company sells an assortment of garment and accessories, as well as cosmetics. The firm owns and operates many retail outlets.


The company is a casual wears stylish, producers and seller. The firm mostly designs manufacture and provide clothing of “Uniqlo” for children, women, and men through their retail outlets. It as well offers online sales and suppler services.


The company is clothing stylish and a producer. The firm manufactures its collections with the use of a sustainable approach and material such as Eco fabrics, deadstock as well as a repurposed vintage garment. It provides a dress, jumpsuit, outwears, sweeter, top, bottom, and accessory.

  1. Microenvironment Analysis
    1. Zara’s Porter’s Five Force Analysis

The threat of new entrants: 

The forces of a new entrant to the market are growing since the clothing industry is becoming lucrative because of its individuality and productivity. Reprisal by current leading players in the clothing industry like the introduction of price war as well gives benefits to newcomers. Nonetheless, the superior cost for setting up a business, supply, and marketing e.t.c makes it hard for new entrants (Mohring, 2008).

The threat of substitute: 

A garment at present not simply acts as primary needs but as well a sign of social-economic class to depict individual recognitions. Purchaser's tendency to alternate suppliers is common since there are many competitors to select from, such as H&M (Mohring, 2008). Copy fashions may be a substantial danger to the income in the same marketplace as Indonesia, and Japan due to inferior clients changing expenses. Nonetheless, a superior option does not exist, as they are made expensive with lower worth. Zara’s product is more attainable and made within unique superior quality ordinary resources.

Buyer Power: 

Client’s of Zara is wide ranging from the middle class to the upper class that significantly depicts a superior purchasing power, as they appear to depict additional proceeds. As well, other clothing retail supplier supplies a significantly similar line of operation to Zara (Noel, 2013). Therefore, there is low client faithfulness to the business product, which places more relevance on the invention. As a result, a huge fight is for the sellers provided that the purchaser as comparatively extra power to conclude elsewhere and to purchase a product. Nonetheless, Zara’s plan of launching the latest fashions trend at fast pace and available prices makes it ideal amongst its competitors.

Supplier Power: 

Since there is a consistent linearization of the worldwide deal, the supplier’s power is fewer throughout competition form he manufactures in low-income regions like Japan. The supplier's power is significantly superiors, as it takes additional time to create excellence associations. The supplier’s power of negotiating is extra when the member in the business experiences superior cost by changing to the latest suppler because the supplier is skillful on the standards of safety and quality (Shapiro, 2012). In this regard, Zara plans the many permits provided to every supplier. Thus with the current certifying agreements, the supplier’s power further is destabilized as they are mandated to comply with specific requirements, which reduces disparity or exploitation of the design.


The clothing market has provisions for growing companies because of their divisions. Even though Zara has may direct competitors and still has a substantial, loyal client. Zara remains loose from its contenders (Strouse, 2017). The chances purchasers cost of changing to other brand is comparatively superior in case they do not like price setting. Zara offers superior quality, which makes purchasers stop another close alternative.

  1. Microenvironment Analysis

Zara’s Pestel Analysis


The most commonly known political aspect that impact business is the financial policy implemented by many nations. Zara experiences intricacies in countries that as strict management of foreign direct investment. The leading alternative existing is for a firm to focus on such market by collaborating with local firms. (Tokatli, 2008). Additionally, in the wake of setting up a business, other political components like political solidness, and intermission impact the economy, which hence affect the business environment.


The state of the financial system in any country legitimately influences the organizations. To decrease the unfriendly impacts, Zara exploits the procedure of logical Pricing.' The implication is that in spite of of whether the financial system experiences a recession, and persons are careful as contrasting to expenditure on outstanding quality items, they would, in any case, encompass the alternative to control the price of Zara items (Winzar, 2017). Hence, Zara does not endure any misfortunes because of monetary disturbance. The impacts of a downturn or low financial action in this way do not influence Zara gravely as it accomplishes for different brands.


The societal constituent is primary for any trade to exist. Societal tendency, youth’s state of mind as well as nature should be taken into consideration by any firm. Keeping in touch with customers and their liking is mandatory for a firm (Fan, 2009).  As a result, Zara steadily performed it well by ascertaining the region pro to venturing. Societal study is gradually deem relevant prior to itinerant into the latest business are.


Technology is one factor, which is continually evolving. Innovation improvement happens at an exceptionally rapid nowadays. Information investigation has been the foundation of everything being equal. Zara generally employs modernism, principally in its inventory system, the executive. It generally contributes to its advantage. Zara employs the Just in Time and Lean innovation in its assembling procedure. It assists in improving their responsiveness to client requests (Fan, 2009). It helps with associating production networks and coordination with assembling proficiently. A most recent innovation is additionally utilized in the production network wherein the following of stock, a client request is made simpler. In this way, the stock administration gets proficient. Therefore, Zara remains a victory in the inventory network of executives.


 Sustainable advancement has turn out to be a necessitate for any trade. Zara has invested heavily in green accounting as well as observing sustainability in its business operation across the globe. The parent entity Inditex is succeeding in the way of making the outlets fully productive (Ketter, 2016).


All trade needs to maintain definite rules in each trade condition. Zara assume morals and supportability in its business operations in totality. They assume the consistence strategy in the whole of their inward framework.  A primary concentration for Zara is to make a decent brand name depiction.

  1. SWOT Analysis


  • Established company brand across the globe
  • Attainable and trendy
  • Many outlets across the globe
  • A triumphant brand devoid of trying many times
  • Cost-effective plan
  • Faster delivery


  • Weak Online existence
  • Centralized supply methodology
  • Inadequacy of marketing plan
  • The company has single manufacturing and supplying center across the globe


  • Worldwide market infiltration
  • Online market
  • Supply center in united states
  • Growth plan
  • Expanding the clothing market in Asia


  • Changing exchange rates
  • Worldwide economic depression
  • Worldwide and local entrants
  1. Target Market

Zara sell apparels, footwear's and trimmings for women, men, and children, the product line were divided into these lines three key segments, with the other division within women's line since it was deemed the strongest out of the three, with an irresistible preponderance f women in the target market (79%). Zara’s clients are young, worth cognizant, and very sensitive to the new trending designs in the market (Mohring, 2008). A benefit that the brand has over conservative vendors is that they do not define and divide their target market by age leading in design and style that may reach a wider market. Zara offers a cutting edge fashion at attainable prices by following the latest fashion designs an identifying client’s demand.

  1. Positioning Strategy

Zara has been creating the highest proceeds for Inditex. It is famous and acknowledged by the clients in the marketplace. The company has confirmed in the precedent to create a soaring sales, and satisfying clients Zara has turned to be a leading trend symbol, which has been in the trend marketplace (Shapiro, 2012). Its clients much contend, and brand clients pledge to depict outstanding results in the prospect. The key justification for its triumphant is the relevant verdicts taken by the organization because of the brand's initiation. The verdict was centered on free enterprise line when brands were risk-averse,

  1. Conclusion

The leading aspect accountable for Zara’s triumphant is the fast supply, client’s service use of latest technology, logistic, vertical incorporations, economies of scale e.t.c, the company has a critical focus of creating client worth to gain a competitive edge. Its contenders cannot merely replicate the company's business model until its supply chain model is executed.

The supply chain representation is developed in many aspects, like members, technology methodology. These require precise training on the correct use of technology. Their triumphant is unswervingly connected to the approach they comprehend the client's needs and the manner to which they accomplish them with the use of ideal methodologies and plans. They are continually engaged in novelty, which aids them in gratifying the client's demands efficiently. As a result, Zara is an el instance of strategic business mode and incorporations of supply chain management in enhancing the client's worth. Furthermore, it depicts how venturing in ideal technology aids the company in the long-term.



Reference List

Avendaño, G., 2003. The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case.. Marketing Intelligence & Planning, Volume 21(4), pp. 220-229.

Fan, L., 2009. Internationalization of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management, Volume 13(2), pp. 279-296.

Hines, T., 2012. Fashion Marketing: Contemporary Issues, Page 27. New York: Cengage Learning.

Ketter, E., 2016. Media Strategies for Marketing Places in Crisis. New York: Routledge.

Mohring, P., 2008. Successful Business Models in the Fashion Retail Industry. Strategic Audit of H&M compared to ZARA. New Yor: Cengage Learning.

Noel, H., 2013. Basics Marketing 01: Consumer Behaviour. New York: Cengage Learning.

Shapiro, P., 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, Volume 55(3), pp. 261-271.

Strouse, K., 2017. Customer-centered Telecommunications Services Marketing - Page 71. New York: Cengage Learning.

Tokatli, N., 2008. Global sourcing: insights from the worldwide clothing industry—the case of Zara, a fast-fashion retailer. Economic Geography, Volume 8(1), pp. 21-38.

Winzar, H., 2017. Marketing research-Asia -Pacific Edition. Melbourne: Springer.






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