ZARA案例分析ppt课件

精选,1,“HowdidZaraCapturetheChineseMarket?”,DamakDonia杜宁,MarketingManagement,精选,2,WhatisMarketingManagement?OverviewZaraZarasSuccess:ItsBusinessModelMarketingenvironment:ChinaMarketingEnvironmentMarketAttractivenessLearningfromCompetitors:H&MandEspritinChinaSWOTAnalysis:ThreatsandOpportunitiesKeySuccessFactorstoentertheMarketStrategicRecommendationsBusiness,logisticandmarketingstrategy,精选,3,WhatisMarketingManagement?,Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.,精选,4,Fromchoosingtargetmarketsandbuildingprofitablerelationshipswiththem?,Questionstoask:,Whatcustomerswillweserve?Whatisourtargetmarket?Howcanwebestservethesecustomers?Whatisourvalueproposition?,精选,5,TargetMarketing,精选,6,ValueandSatisfaction,Ifperformanceislowerthanexpectations,satisfactionislow.,Ifperformanceishigherthanexpectations,satisfactionishigh.,精选,7,BusinessTheworldsfastestgrowingfashionretailerofSpanishBrandRanksamongthethree“globalwinners”withGapandH&MCompellingmixoffashion,priceandqualityFirststorein1975.Today536storeswithin30countriesworldwide199openingsin2009FinancialsSales:4.5Bnin2008Internationalsales60%oftotalturnover,Overview,精选,8,BusinessModel,SupplyWhereasmostretailersdesigned60%atstartseason,Zaradesigned15%DumpunpopularproductlineDeliverfashion“whenthecustomerdesires”TwiceaweekdeliveryscheduleDemandNoadvertisingorpromotions10,000newitemsathighlycompetitiveprice,精选,9,Aroundtheworld,精选,10,TheindustryEnvironment,TheNaturalEnvironmentFreeaccesstonaturalresourcesfortextileclothing,DemographicStructure1.7billionpeople85.2%literacyrateSkilledlabouravailableEnglishspeakersExist,SocialStructurearound8nationallanguagesCountryoftwospeeds:urbanvs.ruralNewmiddleclasswithpurchasingCulturalshiftinurbanareas,TechnologyEasyaccessFinancialbenefits,ChineseEconomyGNPpercapita$5890GDPgrowthof10.7%Industry/serviceeconomy,Government&PoliticsDeregulationofmostsectorsNewtextilepolicyStablecommunistcountry,MarketingEnvironment:Chinacase,精选,11,Marketattractiveness,DemandIndustryEstimatedGDPgrowthof6-7%infashionindustryUndersupplyforbrandedfashionproductsTargetmarkets30%potentialcustomersforbrandedfashionproducts60%estimatedfor2010,SupplyDesignWorldclassdesignschoolsProductionHighinnovationpotentialformanufacturingproceduresHighproductivitypotentialCheapandskilledlabourforceHighinvestmentintechnologyDistributionHighinvestmentincustomerdelightmalls,精选,12,LearningfromCompetitors:H&MandEspritinChina,精选,13,SWOTanalysis:ThreatsandOpportunities,精选,14,KeySuccessFactors,ValueLatestfashionwithChinesetouchBestPricesProductqualityVarietyCost/SpeedLocalsourcingofrawmaterialVerticalIntegrationofsupplychainFasttime-to-customerMasscustomizationLowprocesscosts,精选,15,StrategicRecommendationstoCapturetheChineseMarket,精选,16,BusinessStrategy,GoalFastgrowthinChinaHowImplementZarabusinessmodelIntroduceEuropeansupplychainsystemwithfinetuningtosuittheChinesemarketCustomisethemarketingmix,精选,17,LogisticsStrategy,Localiseandimplementjust-in-timeandquickresponsetimestodemandModernisingthesupplychainwiththeuseofinformationtechnologyForgestrongrelationshipswithvaluechainpartners(suppliersanddeliveryco),精选,18,MarketingStrategy,ProductIntroducetheoccidentalrangeofclothesformenandwomenIntroduceasmallsectionofChineseclothesdesignedbyupcomingChinesedesignersthroughmasscustomisationIntroducecottonclothesforthesummerandwoollen/syntheticoneforthewintercollectionsPriceUsepenetrationpricing(20%lowerthanEsprit)StayawayfromthepromotionbysaleparadigmofH&M,精选,19,PromotionPromotiontargetedatincreasingawarenessaboutZaraandtheconceptofFashionatgreatvalueUseofprintandtelevisionmediaTieupwithcollegestosponsortheirfestivalstoincreaseaware