Contents

• Market Strategy of Zara 3
• Segmentation and Target market 3
• Positioning 4
• Geographic Segmentation 4
• Competitors and competitive strategies of Zara 4
• Retail Mix in Zara 5
• Merchandise Range and Assortment of Zara: 5
• Retail Communications of Zara 5
• Store Layout, Design and Visual Merchandising of Zara: 5
• Customer Service and Facilitating Services of Zara: 6
• Formats and Locations of Zara: 7
• Pricing Strategy and Tactics of Zara: 7
• Basis for the Sustainable Competitive Advantage of Zara 7
• Problems Faced By Zara to Continued International Growth: 9
• Conclusion 12
• Works Cited 13

Description

This report is based on the following requirement -
You are required to investigate the appropriateness of the retail mix for an international retailer of your choice. You must include the following elements:
Learning Outcome
1. For a non-domestic retailer operating in a country of your choice analyse each element of the retail mix. The analysis should include:
- Merchandise range and assortment
- Retail communications
- Store layout, design and visual merchandising
- Customer service and facilitating services
- Formats and locations
- Pricing strategy and tactics
2. Assess the extent to which the retail mix provides a basis for sustainable competitive advantage
3. Evaluate the challenges to continued international growth that will be faced by your chosen retailer. Consider, for example, PEST factors, the competitive context, growth objectives, growth strategy, market selection and entry methods, emerging retailing trends.