International Marketing Case Study Zara

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Zara – Menno Adan Which theory is the best representative of Zara’s (Inditex’s) internationalization? Zara is a company that produces clothes based on global trends only. Even though they sometimes adapt to a country for some of their products they mostly sell the same products in every country where they have stores. In that regard, selling all over the world is a working strategy for Inditex. Because of the fact that they work on global trends the management of the supply chain of Inditex is easier than if they would adapt all their collections to the country where they are selling. Please evaluate the competitive strategy of the three world market leaders. Which of the three will be the future winner with regard to global retailing in the fashion world? Inditex, Gap and H&M are all on activity on the global retailing which means that their collections are made to please to everyone and don’t especially need to be original. Zara decided to create multiple brands, they have eight of them. Whereas H&M only has one and Gap has five. In that regard, Zara has an advantage because having multiple brands in the global retailing market allows them to target more different consumers. Gap and H&M invest between 3 and 4% of their turnover into advertising whereas Inditex only spends 0,3% of it which allow them to invest more in adapting their collections to the trends and also on being able to open much more stores. Zara’s strategy is the best amongst the three of them and they should be the future winner in the global retailing in the fashion world. What are the advantages and disadvantages of Zara’s (Inditex’s) multi-brand store strategy? Having multi-brand stores can be a great thing for a company. It allows them to be able to answer more precisely to the needs of the consumers and also to the type of consumers. In addition to being able

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