소개글
[경영학] 패션 브랜드 자라(ZARA) 국제시장 진출 성공 전략(영문)에 대한 자료입니다.
목차
1. SPA Industry
2. General Information of Zara
3. Internal Analysis
1) Supply Chain Analysis
2) Global Expansion Analysis
4. Recommendation
5. Conclusion
본문내용
Specialty store retailer of Private label Apparel
A Company doing all the procedures by itself
Reduces Distribution Processes
Manages Products and Consumer Information Efficiently
Shortens Supply Time + Reduces Production Costs
High Speed of Product Rotation
2 weeks of Product Life Cycle – New Releases Everyday!
Trendy Products
Flexible Designs – Attracts Sensitive Customers
Low Price
Less Distribution Processes – High Quality Products at Low Price
1975 - The first Zara store on a central street in A Coruna (Spain).
1985 - The creation of Inditex as the head
1988 - The first Zara store outside Spain, in Portugal
1990 - The fully automated central warehouse
JIT system introduction (Joint venture with Toyota)
2001- Operated 507 stores €2,477 millions of revenue
2009- Operating 1,605 stores around the world.
Design : Fashion imitator – does not predict trends
Production : Spain 50%, Europe 26%, Asia 24%
Distribution : Short product life cycle – Repeated visits
Ownership and control of the all process
Market research
(observe fashion leader, feedback from store, sale report)
Product Placement
Give customers a good and familiar image about the brand through exposure to media
Recommendations for ZARA
Sponsor clothes for movies or TV dramas, and encourage consumers to look for the clothes’ brand