CASE STUDY INTERNATIONALISATION OF THE SPANISH FASHION BRAND ZARA

The company also took benefit from the shared infrastructure, technology, and human capital of Tata. It can be explained through the Uppasala model theory that explains how companies take gradual steps to increase their activities in foreign markets. Recently, Gap has been facing difficult times due to strong competition and erosion in its target market of younger buyers. Asian and European Experiences. The main part of the case examines the key aspects in the internationalisation of Zara namely:

Iglika Karakusheva Student Number: Zara is the main brand of the Inditex group, Zara comes out with 11, collections fashion items per year as compared to its rivals who introduce two collections Temporal, Managing Brands in a Changing World. Log In Sign Up. Zara has an efficient and This case study focuses on the international marketing policy of the Zara brand Inditex group.

Brief of article” internationalisation of the Spanish fashion brand Zara “, Lopez, C Case of Zara 3, views.

case study internationalisation of the spanish fashion brand zara

Internationalisation of the Spanish fashion Gap spends a considerable amount of revenue on advertising activities unlike Zara which prefers to invest a percentage of revenues in opening new stores instead. External Analysis Inditex with its flagship brand Zara should look to enter New The multi-brand strategy also works as a shield for Inditex as the image of one brand is not associated with other brands the company markets and there will be minimal effect on other brands if one brand does not do well or faces a problem.

Case Study: The International Growth of Zara

Journal of Fashion Marketing and Mangement, 13 2pp. The international success of fast-moving fashion The JV has helped the company to build relationship with Indian customers and establish the distribution function.

  BUSINESS PLAN KLETTERHALLE

Essay about Internationalisation of the Spanish Fashion Moreover, Zara has a wider global presence than its competitors. The company has not been able to expand aggressively in India partly due to the strict rules and regulations imposed by the Indian government on overseas investments.

However, there are certain disadvantages which Zara face owing to its joint venture with Tata. The global marketing strategy thus assumes utmost importance.

Internationalisation of the Spanish fashion brand Zara. Purchasing global luxury brands among young Korean consumers. The pressure of maintaining several brands simultaneously may reduce the focus on particular brands thus leading to brand equity dilution. MSc International Business Economics.

Internationalization is a complex process consisting of significant number of activities and the internationalisation process of Zara can be explained through theories focusing on three issues: An effective marketing concept should be based on the premise of cultural differences and guided by the belief atudy each foreign market is culturally and environmentally unique.

This will be followed by detailed answers to questions in the case study. San Francisco-based gap Inc. Unlike Zara, it outsources all its production from 1, suppliers located in the US and abroad Bharadwaj, et al. Journal of Fashion Marketing and Management: Moreover, there is high degree of internal competition between sales managers of different brands to push the sales of their respective brands.

Case Study: The International Growth of Zara

Zara Internationalisation – slideshare. This can be seen in the case of It is a vertically integrated retailer and controls most of the steps on the supply chain. Companies like Zara which have imbibed this philosophy in their marketing strategies have successfully expanded internationally. It has become a prime example of speed, agility, and innovation in retailing world.

  BHAM THESIS SUBMISSION

case study internationalisation of the spanish fashion brand zara

Also, its internationalisation process has not been aggressive like Zara; Gap has been cautious in its approach and is focused only on large markets in developed countries. Skip to main content.

(DOC) International Marketing-Zara Case Study | Viktoriya Karakusheva –

Iglika Karakusheva Student Number: Also, as compared to its rivals Zara possesses a high degree control over the supply chain functions enabling the firm to have a faster turnaround. Inditex decided to diversify its brand portfolio as it wanted to increase its market wtudy with zar underlying thought that introducing the new brands will harm other competitors more than the company itself and in order to avoid cannibalization targeted different market segments with its different brands Bharadwaj, et al.

It can be explained through the Uppasala model theory that explains how companies take gradual steps to increase their activities in foreign markets. The company also took benefit from the shared infrastructure, technology, and human capital of Tata.