Zara

An Assessment of the traditional and contemporary marketing about ZARA

Leyre Rosales
B00054551

Department of Business School of Business & Humanities
Institute of Technology, Blanchardstown
Dublin 15.

[Word Limit for Assignment: 3000 Actual Word Count: 3304]

Bachelor of Business (Honors)
Contemporary Marketing Issues & Practice
28/10/2011

Table ofcontent
* Introduction ……………………………………………………………………………………………………………………. 3
* About Zara ………………………………………………………………………………………………………………………. 3
* Traditional Marketing ……………………………………………………………………………………………………… 6
* Zara Techniques …………………………………………………………………………………………………. 9
* Internet Marketing …………………………………………………………………………………………………………. 10
* Zara online……………………………………………………………………………………………………….… 10
* Contemporary Marketing ……………………………………………………………………………………………….. 12
* Conclusion and Recommendations …………………………………………………………………………………. 15
* Reference List …………………………………………………………………………………………………………………. 16

1. Introduction
This work is oriented to the study of a company, Zara. Based on it, I made ​​a study of Marketing.
I started making some interesting aspects of the company, such as profits, assets, and staff.
Once we know something about it,I have examined the traditional marketing system. In my case, we have found a surprising political and differentiated from competitors, low prices for a very good quality. Also I discuss issues such as location and distribution of stores, and other strategies used by Zara.
I have continued more visible and graphical explanation of the factors or techniques used for this purpose. It is focused onadvertising, sales promotion, PR, direct marketing, etc.
Once it becomes clear which methods have been adopted so far and the reasons for success, I have developed the details of their internet marketing based on the online store. In it, I analysed the possibilities offered, how to use it, and the comparative prices for the set in store, and the policy used.
Finally, I have add the study ofcontemporary marketing, use, practice, and your situation, seeing in some cases the advantages and disadvantages involved. To do this, I needed access to social networks such as twitter, Facebook, and blogs.
Finally, I conclude with recommendations and new ideas that could be used in Zara to improve in the future.
2. About Zara
ZARA belongs to the Inditex Universe. How all of us know, is one ofthe world's largest fashion retailers. It has eight store formats, ZARA the oldest store. The Inditex Group is made up of more than 100 companies operating in textile design, manufacturing and distribution.
In the case of ZARA, its presence in the market around the world is currently about 1.557 stores. That means it is the most important format. Inditex.com (2011)
We can ask ourselves whythey have reached the top of the fashion. But this work is focused to explain not why it had a quick expansion but how ZARA will grow, in the new technological and computer century, where the social media and the new marketing are the power of the future.
The ZARA's success and its unique business model are based on innovation and flexibility. Pankaj Ghemawat, teacher of Harvard Business Schoolsaid when he was interviewed in Planeta Zara “They do a fresh fashion and because of this nobody can deny that it´s one of the biggest fashion retailers in the world”
Their approach to fashion creativity, quality design and rapid turnaround to adjust to changing market demands, selling what the people want has allowed theirs to expand internationally and has generated an excellent public response totheir retailers collections.
Currently, its stores can now be found in prime locations in more than 400 cities in Europe, America, Asia and Africa. That´s possible thanks to the great team that ZARA have. Inditex.com (2011)
The Group has more than 92,000 employees worldwide. The workforce is international 55% of...