ZARA案例分析.ppt

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1、“How did Zara Capture the Chinese Market?”Damak Donia 杜宁Marketing ManagementWhat is Marketing Management?Overview ZaraZaras Success:Its Business Model Marketing environment:China Marketing EnvironmentMarket AttractivenessLearning from Competitors:H&M and Esprit in ChinaSWOT Analysis:Threats and Oppo

2、rtunitiesKey Success Factors to enter the MarketStrategic Recommendations Business,logistic and marketing strategyWhat is Marketing Management?Marketing management is theart and science of choosing target markets and getting,keeping,and growing customers throughcreating,delivering,and communicatings

3、uperior customer value.From choosing target markets and building profitable relationships with them?Questions to ask:1.What customers will we serve?What is our target market?2.How can we best serve these customers?What is our value proposition?Target MarketingMarket Segmentation:Divide the market in

4、to segments of customersValue and SatisfactionExpectationPerformance108ExpectationPerformance810If performance is lower than expectations,satisfaction is low.If performance is higher than expectations,satisfaction is high.Business The worlds fastest growing fashion retailer of Spanish Brand Ranks am

5、ong the three“global winners”with Gap and H&M Compelling mix of fashion,price and quality First store in 1975.Today 536 stores within 30 countries worldwide 199 openings in 2009 Financials Sales:4.5 Bn in 2008 International sales 60%of total turnoverOverviewBusiness ModelSupplyWhereas most retailers

6、 designed 60%at start season,Zara designed 15%Dump unpopular product line Deliver fashion“when the customer desires”Twice a week delivery schedule Demand No advertising or promotions 10,000 new items at highly competitive priceSouth America:30 storesAfrica:41 storesAsia-Oceania:7 storesEurope:407 st

7、oresNorth America:47 storesAround the worldThe industry EnvironmentThe Natural Environment Free access to natural resources for textile clothingDemographic Structure 1.7 billion people 85.2%literacy rate Skilled labour available English speakers ExistSocial Structure around 8 national languagesCount

8、ry of two speeds:urban vs.rural New middle class with purchasing Cultural shift in urban areasTechnology Easy access Financial benefitsChinese Economy GNP per capita$5890 GDP growth of 10.7%Industry/service economyGovernment&Politics Deregulation of most sectors New textile policy Stable communist c

9、ountry Marketing Environment:China caseMarket attractiveness DemandIndustry Estimated GDP growth of 6-7%in fashion industry Undersupply for branded fashion productsTarget markets 30%potential customers for branded fashion products 60%estimated for 2010 Supply Design World class design schools Produc

10、tion High innovation potential for manufacturingprocedures High productivity potential Cheap and skilled labour force High investment in technologyDistribution High investment in customer delight mallsLearning from Competitors:H&M and Esprit in ChinaClothing,fragrances,sunglasses and home textile In

11、troduced watches and accessory(departure from its global tradition)luxury brand High Prices Shopping mall and shopping ariaAdvertisement in the streets and in the metro stationsWant to be known as a provider of quality ProductEspritcasual,formal and party wear three collections per yearBrand extensi

12、ons:bags,caps,sunglasses,wallets and fragrancesPremium priceStrong control on promotionsInternational option at high quality/price ratiointernational format in major cities(large shopping malls)Focus on metros and modern cities Strong support on printed media(adapting to Chinese culture)H&MProductPr

13、icePlacePromotionSWOT analysis:Threats and OpportunitiesHuge untapped marketChanging lifestyle and clothing preferencesDemand outstrips supply!Cheap labour and opportunities for local sourcingHigh productivity potentialOpportunitiesLow entry barriersCustomer bargaining powerUnpredictability of consu

14、mer behaviourProduct qualityTraditionalismThreatsKey Success FactorsvValuevLatest fashion with Chinese touchvBest PricesvProduct qualityvVarietyvCost/SpeedvLocal sourcing of raw materialvVertical Integration of supply chainvFast time-to-customervMass customizationvLow process costsStrategic Recommen

15、dations to Capture the Chinese MarketBusiness StrategyGoal Fast growth in China How Implement Zara business model Introduce European supply chain system with fine tuning to suit the Chinese market Customise the marketing mixCOMPANYCOMPE-TITORCUSTOMERCOST/SPEEDVALUE/SPEEDVALUE/SPEEDLogistics Strategy

16、Localise and implement just-in-time and quick response times to demandModernising the supply chain with the use of information technologyForge strong relationships with value chain partners(suppliers and delivery co)Marketing StrategyProductIntroduce the occidental range of clothes for men and women

17、 Introduce a small section of Chinese clothes designed by upcoming Chinese designers through mass customisationIntroduce cotton clothes for the summer and woollen/synthetic one for the winter collectionsPriceUse penetration pricing(20%lower than Esprit)Stay away from the promotion by sale paradigm o

18、f H&MPromotionPromotion targeted at increasing awareness about Zara and the concept of Fashion at great valueUse of print and television mediaTie up with colleges to sponsor their festivals to increase awareness and catch them youngPlaceSet up factory in the Factories areaFind at least more then 5 stores in the big cities.Open Zara stores in the most shopping avenue and big malls.Marketing StrategyThank You For Your Attention