Marketing Strategy of Zara Retail

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Zara @ Retail Case Study 7/1/2011 SIR GOUHAR PIRZADA Umer Malik Acknowledgement First of all I would like to say thanks to AL-MIGHTY-ALLAH who has given me strength to do this assignment. I would also like to thanks my professor who taught me really in a great way and make me understand all the aspects and tools of marketing. I would like to say thanks to the representative from Habib Metropolitan Bank MR-JALEE-UR-REHMAN KHAN AVP, Who helped and given me all the required information. Summary This assignment is based on the case study of ZARA at retail. ZARA is a BIG garments company dealing with /manufacturing of all types of clothing’s. ZARA is a quality company which is known as the brand for the people. People love to wear ZARA clothing as they are providing the best quality product for the customers. ZARA is working very efficiently in the market. Company has its own production plant and handling 60% of production by themselves and remaining from outsource/ through vendors. In this case study I have studied about their working pattern and the marketing strategies being used as their marketing tools. Distribution process of the ZARA retail products to their outlets in all over the world has also been studied. I have suggested few criteria’s of marketing to capture the local market (GREAT PAKSITAN). I have also studied the usage of extended marketing mix. At the end few segmentation have been suggested which would help them to capture the maximum market share. Summary History of ZARA at retail The founder of Zara, Amancio Ortega, opened the first Zara store in 1975 in a central street in downtown La Coruna, Galicia, Spain. It should be noted that before the store opened Amancio worked regular seller in the ordinary clothing store, which later brought to fruition, because it perfectly oriented in the fashion world and

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