Marketing plan of Zara

Introduction
A company was started at Alexandria, Spain for Spanish accessories and clothing by Rosalia Mera and
Amancio Ortega in 1975 and is known as Zara. Its Zaras specialty and talent to produce a fashionable and
new product in two weeks for that it is known as production with fast fashion. Now the companys products
are designed by proper group of designers in spite of doing independently.
Statement of Marketing Goal
The company has a goal to achieve $5 million as online revenue. Zara is focusing on the customer ship to
achieve there level maintained by the management and also targeting on the lifestyle and moderation of the
customers. For the change and to be different from others every month company changes the clothes in their
stores.
Zara SWOT Analysis
Strength
The company Zara develops the designs of its own instead of adopting or copying from the other retailers.
At all the stores of the company comments are taken by the customers and are then it is followed by the
company.
Zara sells its commodities on its own stores instead of vendors.
The designs made by the company are according to the fashion and if the product is not sold after a month
then those clothes are discontinued for selling.
Company manufactures the products at low cost in results of which sell it at very reasonable prices.
Weaknesses
No special advertisement plan is followed by Zara in result of which people doesnt get awareness of its
new products.
Online strategy followed by Zara is very weak and orders are not taken online.
Most of the products produced by brand Zara are similar with the competitor Hennes and Mauritz(H$M)
Opportunities
As the company is doing its expansion in America, Africa and Asia which helps in promoting its brand
name.
If the company enhances its online services then the company experiences high sales.
Because of the acquisition of different companies Zara enjoys its popularity in the international market.
Threats
In global market Zara is suffering a lot because of its competitors like Hennes and Mauritz (H&M) and
GAP.
Shortage of losses and natural disasters are always the main threats faced by the companies.
Because of the manufacturing of commodities in Spain, the company may raise the price level.
Fluctuation in the currency of Europe is the problem in the success of the company as compared to others.
Who are competitors?

Zara is facing a very tough competition by the following;

Hennes and Mauritz (H&M)
GAP
Mark and Spencer (M&S)
Marketing Objectives for the Project
As for as the market is concerned, for the last few years it is going on constant changes along with the
introduction of different concepts. Some of the merchants are selling their products at large profits, in this
situation Zara provides its products with comparatively low prices which attracts the customers towards
them.
Overall Objective
Overall objective of Zara is to produce high quality products at a very reasonable price and sells them by its
own stores that are located at the commercial places by offering very fashionable prices and up to date
stock. The main concept of Zara is to offer the sales of about 58% mens clothes, 22% of women and
children with 20%.Another objective of zara is related to management, whom theres given an open hand
to take decisions at their own capability and independently.
Strategic Objective for Every Primary Objective
The strategy attained by Zara is to design products for countries with low cost and another totally opposite
strategy maintained by the company is to spend money on the manufacturing of new products instead of
spending them on advertisements.
Target Market Segments
Target segments approached by Zara are very vast because they are not focusing on the specific people for
their products; it is just targeting the educated young people who wants to do fashion or have the idea of it
but cant afford it. The company is globally introducing the regular and fashionable products so that they
are accepted by the customers.
Zara Marketing Mix
Product
Zara manufactures the products like clothes, shoes, cosmetics and accessories for men, children and
women, rugs are also a part of zara productions. At present company exceed the clothes with new sizes
similar to Americans. Annually Zara produces almost about 11000 different products.
Price
As the concept of zara was to provide its products to the less cost earning people so its prices are very
reasonable that every person can afford that. The prices of zara are different for its different products.
Place
Zara is present in almost about 30 countries and at private location of these countries there are 600
commercial stores but now Zara is selling its services through out the world.
Promotion
Zara started campaigns in different countries with decency and simplicity to attract the customers, deals
them with great manners to attain their loyalty. For the promotion of the company they start focusing on
internet searches and spend more time on that because net is the best way to advertise in minimum cost.

Main Strategies
Market Penetration
The company is involved in the production at Galicia, Spain. Zara is selling its manufacturing goods almost
about 50% in Spain, 20% in the countries of Africa and Asia and about 26% in Europe.
Market Development
The company focused on the development by
minimizing the hurdles occurred in market,
try to enhance the brand value,
do focus on the demand of the customers, and
Have the strength to accept challenges.
Diversification Strategy
Diversification strategy of Zara is based focused trough increase in the product line and to gradually head
towards the places where it can establish its market. The addition of cosmetics is being planned along with
the introduction of home line products.
Monitoring and Control
The company controls and monitors its brand strategically by keeping in view all the goals and
objectives.mangement is working properly with effective communication skills that added new business
models in the company.
Budget
Almost about $7.5 billion of income is received by Zara each year with increasing trends of sales and
profits each year.