MARKET ENTRY STRATEGY CASE STUDY ZARA INTERNATIONALISATION IN CHINA

Then, Zara strategy of internationalization is supported by an high technological development, that allows the company to monitor all the stages of the supply chain strictly. Furthermore, Zara international presence is enhanced by the online e-commerce platform and the world of month marketing activity on the main social media channels. Inditex decided to diversify its brand portfolio as it wanted to increase its market share with the underlying thought that introducing the new brands will harm other competitors more than the company itself and in order to avoid cannibalization targeted different market segments with its different brands Bharadwaj, et al. Thanks to RFID tags at different stages of the supply chain this technology facilitate the distribution, keep better track of the stocks taking and permit faster inventory checking rather in the past that thanks to the quick reading of the codes. Research on the internationalisation of retailing has been mainly focused on market entry Since Tata is already a very well- known clothing line distributor in India, Zara borrowed its knowledge and expertise to coin a strategy of combining local and global clothing lines, thus regarding cultural specifity as well as offering trendy international clothing for customers with Westerns orientation. Inditex Group, the parent company, claims that Zara needed just a couple of weeks to go through the development of a new product and get it to the stores, compared to that of six months which is the industry average.

The first step of any effective China market entry strategy is to identify Inditex Group, the parent company, claims that Zara needed just a couple of weeks to go through the development of a new product and get it to the stores, compared to that of six months which is the industry average. When it comes to market entry, the question now is what are the economic and political barriers that take effect on the strategy? Then, investing on the expansion of its online platform in Zara could reach the customers located in small city centers or in geographically and culturally distant markets, like the Cinese one. Zara also has the ability to design and finish products to be deli8everd in stores within 4 to 5 weeks hence very quick to get designer-influenced products into their stores.

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Also, the negative feedback of one brand may have an adverse impact on the goodwill of other brands. For instance, Zara could invest in partnerships with celebrities or famous designers in order to attract the global attention, but it is also important for Zara to communicate on the social medias its sustainable projects, as a way of making international customers more conscious of the company’s engagement in activities relevant for the whole society.

The first step of any effective China market entry strategy is to identify Remember me on this computer. When the alarms are applied in the Logistic Center every garment is coded one by one before to leave for the distribution phase Singapore to China case study. Market entry considerations include economics, both macroeconomic factors which include tax, political condition and export tariff and microeconomic factors including local competitors, demand and location of store.

It is a vertically integrated retailer and controls most of the steps on the supply chain. Moreover, permit to enhance security control and to record data about sales to the technological headquarter Joint ventures are cooperative undertakings between two or more firms, Zara has created joint ventures to enter markets like Germany, Italy and Japan, where it was difficult for the company to acquire properties.

However, when also the E-commerce market will be saturated, probably Zara will need to develop efficient marketing strategies to distinguish from others fast fashion retailers.

Thesis Foreign Market Entry The strategic decision of an Other considerations are enttry or behaviour of consumers and income per capita. Started only in with Zara Home online store and in with Zara online shop17, in the website became available in 27 countries on the 80 where Zara is present with the traditional retail chain Tab.

Shops are both a communication tool to bring the image of the company worldwide and an information source that internationalisatioj the creative and productive processes.

market entry strategy case study of zara internationalisation in china

Internationalisation of the Spanish fashion brand Zara. Zara thereby boasts for low level of inventory, efficient distribution system and high turnover of product.

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market entry strategy case study zara internationalisation in china

Recently, Gap has been facing difficult times due to strong competition and erosion in its target market of younger buyers. Zara as a case study. Haier took to the markets of developing countries entrt a much Why is China an attractive market?

Thus, Zara has been able to use the retail image or the trust of customer on the existing brand name as a tool to promote new brands while successfully warding off the risks of cannibalization. It helps Zara fase ahead of the trend curve, enables it to design, produce, and distribute clothing within a very short time-frame, and enables store managers to reorder stocks efficiently with short delivery times.

Internationalization Process of Fast Fashion Internationalsation Log In Sign Up.

market entry strategy case study zara internationalisation in china

Inditex Group, the parent company, claims that Zara needed just a couple of weeks to go through the development of a new product and get it to the stores, compared to that of six months which is the industry average. Zara should take note, however, that market entry decisions depend on the resources and the ability to sustain the competitive edge. Zara internationalization strategy Giulia Catena Managing Brands in a Changing World. In particular, the issues analyzed concern technological developments and the marketing strategy that have contributed to improve the efficiency and effectiveness of the organization.

market entry strategy case study zara internationalisation in china

When long term working relationship with suppliers are possible, they help them to reach the environmental standards. Furthermore, Zara international presence is enhanced by the online e-commerce platform and the world of month marketing activity on the main social media channels.

Zara internationalization strategy | Giulia Catena –

Market entry considerations include economics both macro It also helps generate economies of scale as multiple- brand strategy results in sharing of advertising, sales, merchandising, physical distribution, and production costs. At the later phases Zara moved toward geocentric orientation by adopting local solutions rather than merely replicating the home market. Due to the smart Marketing strategy of Zara,