Introduction to Marketing

ZARA

Growth strategies

Product/Market | Present | New |

Present | Market penetration：The company is involved in the production at Galicia, Spain. Zara is selling its manufacturing goods almost about 50% in Spain, 20% in the countries of Africa and Asia and about 26% in Europe. | Product development： |

New | -------------------------------------------------

Market development: The company focused on the development by

• minimizing the hurdles occurred in market,-------------------------------------------------

•  try to enhance the brand value,-------------------------------------------------

• do focus on the demand of the customers, and-------------------------------------------------

• Have the strength to accept challenges. | Diversification: Diversification strategy of Zara is based focused trough increase in the product line and to gradually head towards the places where it can establish its market. The addition of cosmetics is being planned along with the introduction of home line products. |

Survival strategies

Zara is focusing on the customer ship to achieve there level maintained by the management and also targeting on the lifestyle and moderation of the customers. For the change and to be different from others every month company changes the clothes in their stores.As for as the market is concerned, for the last few years it is going on constant changes along with the introduction of different concepts. Some of the merchants are selling their products at large profits, in this situation Zara provides its products with comparatively low prices which attracts the customers towards them.Overall objective of Zara is to produce high quality products at a very reasonable price and sells them by its own stores that are located at the commercial places by offering very fashionable prices and up to date stock. The main concept of Zara is to offer the sales of about 58% men’s clothes, 22% of women and children with 20%.Another objective of zara is...