Zara Aeurtms Favorite Marketing Strategy example essay topic

ZARA Fashion 1) With which of the international competitors listed in the case is it most interesting to compare Inditex^aEURTMs financial results? Why? What do comparisons indicate about Inditex^aEURTMs relative operating economics? Its relative capital efficiency?

Note that while the electronic version of Exhibit 6 automates some of the comparisons, you will probably want to dig further into them? The four companies shown above have very different business models. Inditex owned much of the production and most of its stores. Inditex is thus a vertically integrated company.

This made Inditex gain a competitive advantage, which is quick response to the market requirements. On the other hand, The Gap and H&M have a different business model. They owned most of the stores, but outsourced all the production. Benetton had a third business model. It invested heavily in the production, but licensees ran its stores. The most interesting company to compare Inditex is The Gap.

Although The Gap has much higher revenues than Inditex (almost five times Inditex), it incurred a net loss, as opposed to Inditex, which achieved a 23%, return in investment. This is due to the extremely high costs of good sold for The Gap. This could be caused -at least partially- by the complete outsourcing of the production. They do not have enough control over the production costs.

Although The Gap has larger market share than Inditex and has equity almost double that of Inditex, Inditex is much more profitable. 2) 2) How specifically do the distinctive features of Zara^aEURTMs business model affect its operating economics? Specifically, compare Zara with an average retailer with similar posted prices. In convenient to assume that on average, retail selling prices are about twice as high as manufacturers^aeurtms selling prices. Zara sources fabric, other inputs, and finished products from external suppliers. It has purchasing offices in Barcelona and Hong Kong.

This gives Zara a competitive advantage towards the costs of goods sold, as it can purchase from both Europe and Asia according to prices. Buying more from China in the future might reduce even more the costs of goods sold. Inditex fully owns Comditel that managed dyeing, patterning and finishing of grey fabric of Inditex^aEURTMs chains, and supplied finished fabric to external as well as in-house manufacturers. This gave Zara further competitive advantage, in terms of both cost and control.

Inditex also fully owned 20 factories for internal manufacture. These factories apply just-in-time production (JIT). Again, this gave Zara further competitive advantage, in terms of both cost and control. Zara^aEURTMs business model makes it more profitable then any other retailer. We already know from marketing that the retailer gets almost half the price of the commodity sold. So by playing both the role of the manufacturer and the role of the retailer, Zara is definitely much more profitable than the average retailer with similar posted prices.

3) Can you graph the linkages among Zara^aEURTMs choices about how to compete, particularly ones connected to its quick ^aEUR " response capability and the ways in which they create competitive advantage? What does the exercise suggest about such capabilities as bases for competitive advantage? Zara does not compete on price. The usual Zara customer is not very price sensitive. Zara rather competes on fashion.

They can only do that by having that quick response capability. Comditel, Inditex^aEURTMs subsidiary, took only one week to finish grey fabric. The 20 fully owned factories responsible for internal manufacture applied the JIT production system. All the production was fully under control of Inditex. Vertical integration helped reduce the ^aEURoebull whip effect^problems evolving with the complexity introduced by a certain range of distance. Commercial teams carefully studied markets before making the entry decision.

Zara would immediately expand into a favorable market to reach economies of scale after setting market-based prices. Zara adopted 3 different modes of entry that depended on local factors (regulations ^aEUR" economic complexities ^aEUR" entry barriers). The company preferred company-managed stores even if the operation was a joint venture. Franchised operations were controlled by strict QA procedures and the company provided extensive free services to its partners (human resources-training-logistics). Zara always retained the right to open company-owned stores and the option to buy out its partners in case of problems. Marketing decisions varied from one market to another thus reflecting the different parameters and challenges posed by the market forces.

The flagship store in each market was used to verify data about market conditions while pricing differed according to shipping cost, taxes and tariffs. The brand positioning in each market differed from one market to the other based on purchasing power and taste. Products reflected local preferences and measurements. 8) What is the best way to grow the Zara chain?

How, specifically, do you see prospects in the Italian market? And more broadly, what do you think about the strategy of focusing on Europe versus making a major commitment to a second region? Zara is a highly internationalized company with a deep level of vertical integration. The operations are becoming more and more complex with multiple sources of production and assembly that goes to one centralized distribution system. At this stage, Zara is not equipped to increase complexity by expanding into new competitive markets like Asia and North America. Many strategies and changes have to be considered ^aEUR" especially in production and logistics ^aEUR" before venturing into new markets.

Zara should expand right away into the Italian market then restructure its production and distribution system before attempting to expand into the Asian market as it is a huge market that would require abundant resources. The North American market is not a strategic priority for Zara at this stage because it is unattractive and highly competitive. Many retailers are competing there mainly on price and discounts, which is not exactly Zara^aEURTMs favorite marketing strategy. Italy is the most attractive option at this stage for the following reasons: ^aEURc Zara has huge experience in Europe and is capable of entering this market without the need to make major changes or adjustments to its operations. ^aEURc It is a very attractive market because Italians are very fashion conscious and shop more frequently than the average European. ^aEURc Zara has reached a stage where its centralized distribution system is fast reaching a state of dis economies of scale.

Scaling the distribution system and shipping to new far-away markets with different needs is definitely the kiss of death to Zara^aEURTMs success story. Zara should exhaust all expansions opportunities within Europe before attempting a new foreign region. 9) What other strategic recommendations would you make to Inditex CEO Jose Maria Castellano? Zara has expanded too fast while maintaining a highly centralized vertically integrated supply chain. Operations and distribution are becoming complex and are fast approaching a state of dis economy of scale. Jose Maria Castellano should consider the following options to increase future scalability of the Zara system: ^aEURc Decentralized production and setting-up facilities beside major clusters of countries (Western Europe, Eastern Europe, Asia, etc...

). This would decrease the complexity of the system while catering for the fashion needs of each cluster. ^aEURc Setting-up other major distribution centers to avoid the major bottleneck that is slowly building up in Arte ixo^aEUR " Spain. ^aEURc Stop expanding economies of scope i.e. do not acquire any additional chains and concentrate on expanding the current operations. Zara IT 1. How would you advise Salgado to proceed on the issue of upgrading the POS terminals?

Should he upgrade to modern operating system? Should the POS applications be rewritten to include any additional functionality? If so what functionality? Currently, the existing POS present Zara with stability and scalability. The company seems to have no problems with sales forecasts and the POS ease of use allows store managers to do software installation themselves. They only apparent drawback to the current POS is (to an extent) inaccurate inventory management.

In our opinion, Zara should follow a two dimensional strategy regarding its POS terminals to cover both its long term and short term risks and opportunities associated with its POS terminals. The short-term strategy encompasses keeping the current POS terminals while attempting to upgrade current functionality for better inventory management capabilities. However, on the long term, the company will definitely need a full upgrade of its POS terminals in terms of software functionality, otherwise the system will become obsolete eventually and upgrading will be more complex and costly, next to being the only choice. POS applications should be rewritten to include all functions provided by the handheld PDA (ordering and reports). Moreover, information about inventory in other outlets in the neighborhood should be included as well. 2.

In your opinion, what are the most important aspects of Zara^aeurtms approach to information technology? Are these approaches applicable and appropriate anywhere? If not where would they not work well? The company^aEURTMs operations are all IT based to be consistent with its 2 main drivers: Speed and Decentralization linking stores with design and design with manufacturing.

This in essence is Zara^aEURTMs competitive edge. The basic but reliable IT function constitutes a primary support role within this competitive strategy, however, the main actors are store managers, designers and store product managers; in other words, the people. Other companies cannot copy this approach because it is a part of a highly vertically integrated supply chain where employees are empowered and can make decisions (store managers and commercials). If competitors copy the technology without the supply chain and infrastructure that supports it, it will never work the same way for them.

IT Packages are customized to suit Zara^aEURTMs needs and structure so what works for one company may not work for another. 3. What benefits does Inditex / Zara get from its IT infrastructure? How difficult would it be for a competitor to acquire these same benefits? Same response as question 2.4. What current or potential weaknesses if any do you see in Zara^aEURTMs IT infrastructure and IT strategy? ^aEURc Zara has no Chief Information Officer (CIO) to manage IT operations and setup strategies for expansion and upgrading.

Although the management is committed to sustaining IT operations, they are busy managing the different strategic aspects of the company (different chains, products, decisions, etc... ). Nobody is concentrating only on this area. ^aEURc The current infrastructure is lagging behind the current hardware technology. Zara will not be able to sustain its growth while avoiding updating the system. How many computers can it buy for future expansion?

And what happens if computer hardware starts breaking down? Zara^aEURTMs IT system is the backbone of its operations. It cannot afford to avoid updating it indefinitely. This is the right time to do it especially that Zara is expanding aggressively into new markets (Italy, Asia and possibly North America). ^aEURc All terminals must be connected to headquarters and other POSs all the time to insure the consistency and distribution of information. ^aEURc Future changes in the IT world may render Zara^aEURTMs IT mechanism totally obsolete.