Zara Operations Strategy Matrix

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The objective of this paper is to analyze and evaluate the operations strategy of Zara. To do this, it will be used the operation strategy matrix, that defines on the vertical side the performance objectives of the company and on the horizontal side the different areas in which decisions can be made. The intersection of both will show which the critical areas of Zara’s operations are. In order to reach a deep level of analysis, it is very important the task of defining both the performance objectives and the decision areas. These will be the first part of this paper. PERFORMANCE OBJECTIVES 1. QUALITY (***): The quality of its products is one of the reasons for Zara’s success. These are the main characteristics when talking about the specifications of Zara’s offer: a. Offering fashionable clothes: products are thought to be modern and according to the more recent market trends. On this sense, it is an important added value the fact that product models are changed almost every two weeks. b. High standard materials quality: Zara selects good materials when producing the clothes and has developed some expertise in areas such as colouring fibres. c. Consistent and measured quality of products: many controls are made during the production chain to assure that products have a homogeneous quality. Also the stores are designed and managed in a very similar way all around the world. d. Good buyer experience: the company pays special attention in create a good atmosphere in its stores, propitious for attract customers inside them. e. Good location of stores: another advantage for customers is that they will find Zara’s stores in the most famous streets and commercial areas. 2. SPEED (**): the short time that passes between when the design process start and when the product is available to the public is one important point of Zara’s model. Two features should be

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