ZARA案例分析

.,“HowdidZaraCapturetheChineseMarket?”,DamakDonia杜宁,MarketingManagement,.,WhatisMarketingManagement?OverviewZaraZarasSuccess:ItsBusinessModelMarketingenvironment:ChinaMarketingEnvironmentMarketAttractivenessLearningfromCompetitors:H&MandEspritinChinaSWOTAnalysis:ThreatsandOpportunitiesKeySuccessFactorstoentertheMarketStrategicRecommendationsBusiness,logisticandmarketingstrategy,.,WhatisMarketingManagement?,Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.,.,Fromchoosingtargetmarketsandbuildingprofitablerelationshipswiththem?,Questionstoask:,Whatcustomerswillweserve?Whatisourtargetmarket?Howcanwebestservethesecustomers?Whatisourvalueproposition?,.,TargetMarketing,.,ValueandSatisfaction,Ifperformanceislowerthanexpectations,satisfactionislow.,Ifperformanceishigherthanexpectations,satisfactionishigh.,.,BusinessTheworldsfastestgrowingfashionretailerofSpanishBrandRanksamongthethree“globalwinners”withGapandH&MCompellingmixoffashion,priceandqualityFirststorein1975.Today536storeswithin30countriesworldwide199openingsin2009FinancialsSales:4.5Bnin2008Internationalsales60%oftotalturnover,Overview,.,BusinessModel,SupplyWhereasmostretailersdesigned60%atstartseason,Zaradesigned15%DumpunpopularproductlineDeliverfashion“whenthecustomerdesires”TwiceaweekdeliveryscheduleDemandNoadvertisingorpromotions10,000newitemsathighlycompetitiveprice,.,Aroundtheworld,.,TheindustryEnvironment,TheNaturalEnvironmentFreeaccesstonaturalresourcesfortextileclothing,DemographicStructure1.7billionpeople85.2%literacyrateSkilledlabouravailableEnglishspeakersExist,SocialStructurearound8nationallanguagesCountryoftwospeeds:urbanvs.ruralNewmiddleclasswithpurchasingCulturalshiftinurbanareas,TechnologyEasyaccessFinancialbenefits,ChineseEconomyGNPpercapita$5890GDPgrowthof10.7%Industry/serviceeconomy,Government&PoliticsDeregulationofmostsectorsNewtextilepolicyStablecommunistcountry,MarketingEnvironment:Chinacase,.,Marketattractiveness,DemandIndustryEstimatedGDPgrowthof6-7%infashionindustryUndersupplyforbrandedfashionproductsTargetmarkets30%potentialcustomersforbrandedfashionproducts60%estimatedfor2010,SupplyDesignWorldclassdesignschoolsProductionHighinnovationpotentialformanufacturingproceduresHighproductivitypotentialCheapandskilledlabourforceHighinvestmentintechnologyDistributionHighinvestmentincustomerdelightmalls,.,LearningfromCompetitors:H&MandEspritinChina,.,SWOTanalysis:ThreatsandOpportunities,.,KeySuccessFactors,ValueLatestfashionwithChinesetouchBestPricesProductqualityVarietyCost/SpeedLocalsourcingofrawmaterialVerticalIntegrationofsupplychainFasttime-to-customerMasscustomizationLowprocesscosts,.,StrategicRecommendationstoCapturetheChineseMarket,.,BusinessStrategy,GoalFastgrowthinChinaHowImplementZarabusinessmodelIntroduceEuropeansupplychainsystemwithfinetuningtosuittheChinesemarketCustomisethemarketingmix,.,LogisticsStrategy,Localiseandimplementjust-in-timeandquickresponsetimestodemandModernisingthesupplychainwiththeuseofinformationtechnologyForgestrongrelationshipswithvaluechainpartners(suppliersanddeliveryco),.,MarketingStrategy,ProductIntroducetheoccidentalrangeofclothesformenandwomenIntroduceasmallsectionofChineseclothesdesignedbyupcomingChinesedesignersthroughmasscustomisationIntroducecottonclothesforthesummerandwoollen/syntheticoneforthewintercollectionsPriceUsepenetrationpricing(20%lowerthanEsprit)StayawayfromthepromotionbysaleparadigmofH&M,.,PromotionPromotiontargetedatincreasingawarenessaboutZaraandtheconceptofFashionatgreatvalueUseofprintandtelevisionmediaTieupwithcollegestosponsortheirfestivalstoincreaseaware