ZARA案例分析PPT课件

1、.,1,“HowdidZaraCapturetheChineseMarket?”,DamakDonia杜宁,MarketingManagement,.,2,WhatisMarketingManagement?OverviewZaraZarasSuccess:ItsBusinessModelMarketingenvironment:ChinaMarketingEnvironmentMarketAttractivenessLearningfromCompetitors:H&MandEspritinChinaSWOTAnalysis:ThreatsandOpportunitiesKeySuccess

2、FactorstoentertheMarketStrategicRecommendationsBusiness,logisticandmarketingstrategy,.,3,WhatisMarketingManagement?,Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.,.,4,Fromchoosingtarg

3、etmarketsandbuildingprofitablerelationshipswiththem?,Questionstoask:,Whatcustomerswillweserve?Whatisourtargetmarket?Howcanwebestservethesecustomers?Whatisourvalueproposition?,.,5,TargetMarketing,.,6,ValueandSatisfaction,Ifperformanceislowerthanexpectations,satisfactionislow.,Ifperformanceishighertha

4、nexpectations,satisfactionishigh.,.,7,BusinessTheworldsfastestgrowingfashionretailerofSpanishBrandRanksamongthethree“globalwinners”withGapandH&MCompellingmixoffashion,priceandqualityFirststorein1975.Today536storeswithin30countriesworldwide199openingsin2009FinancialsSales:4.5Bnin2008Internationalsale

5、s60%oftotalturnover,Overview,.,8,BusinessModel,SupplyWhereasmostretailersdesigned60%atstartseason,Zaradesigned15%DumpunpopularproductlineDeliverfashion“whenthecustomerdesires”TwiceaweekdeliveryscheduleDemandNoadvertisingorpromotions10,000newitemsathighlycompetitiveprice,.,9,Aroundtheworld,.,10,Thein

6、dustryEnvironment,TheNaturalEnvironmentFreeaccesstonaturalresourcesfortextileclothing,DemographicStructure1.7billionpeople85.2%literacyrateSkilledlabouravailableEnglishspeakersExist,SocialStructurearound8nationallanguagesCountryoftwospeeds:urbanvs.ruralNewmiddleclasswithpurchasingCulturalshiftinurba

7、nareas,TechnologyEasyaccessFinancialbenefits,ChineseEconomyGNPpercapita$5890GDPgrowthof10.7%Industry/serviceeconomy,Government&PoliticsDeregulationofmostsectorsNewtextilepolicyStablecommunistcountry,MarketingEnvironment:Chinacase,.,11,Marketattractiveness,DemandIndustryEstimatedGDPgrowthof6-7%infash

8、ionindustryUndersupplyforbrandedfashionproductsTargetmarkets30%potentialcustomersforbrandedfashionproducts60%estimatedfor2010,SupplyDesignWorldclassdesignschoolsProductionHighinnovationpotentialformanufacturingproceduresHighproductivitypotentialCheapandskilledlabourforceHighinvestmentintechnologyDis

9、tributionHighinvestmentincustomerdelightmalls,.,12,LearningfromCompetitors:H&MandEspritinChina,.,13,SWOTanalysis:ThreatsandOpportunities,.,14,KeySuccessFactors,ValueLatestfashionwithChinesetouchBestPricesProductqualityVarietyCost/SpeedLocalsourcingofrawmaterialVerticalIntegrationofsupplychainFasttim

10、e-to-customerMasscustomizationLowprocesscosts,.,15,StrategicRecommendationstoCapturetheChineseMarket,.,16,BusinessStrategy,GoalFastgrowthinChinaHowImplementZarabusinessmodelIntroduceEuropeansupplychainsystemwithfinetuningtosuittheChinesemarketCustomisethemarketingmix,.,17,LogisticsStrategy,Localisea

11、ndimplementjust-in-timeandquickresponsetimestodemandModernisingthesupplychainwiththeuseofinformationtechnologyForgestrongrelationshipswithvaluechainpartners(suppliersanddeliveryco),.,18,MarketingStrategy,ProductIntroducetheoccidentalrangeofclothesformenandwomenIntroduceasmallsectionofChineseclothesd

12、esignedbyupcomingChinesedesignersthroughmasscustomisationIntroducecottonclothesforthesummerandwoollen/syntheticoneforthewintercollectionsPriceUsepenetrationpricing(20%lowerthanEsprit)StayawayfromthepromotionbysaleparadigmofH&M,.,19,PromotionPromotiontargetedatincreasingawarenessaboutZaraandtheconceptofFashionatgreatvalueUseofprintandtelevisionmediaTieupwithcollegestosponsortheirfestivalstoincreaseaware