2021
Marketing Strategy
ZARA
RAISAH MURADIN
, “Table of Content”
1. Understanding the Company………………………………………..2
2. External Analysis……………………………………………………..5
3. Internal Analysis……………………………………………………...6
4. SWOT Analysis……………………………………………………….7
5. Segmentation, targeting and positioning……………………………9
6. Business Canvas Model………………………………………………13
7. Value Proposition Canvas...................................................................14
8. Marketing mix………………………………………………………...15
9. Future Recommendation……………………...……………………...17
10.Conclusion……………………………………………………………..18
1
, Understanding the Company
Introduction
Zara is among the most popular fashion retailing brands worldwide, if not the most popular. Zara
strives to foster a responsible enthusiasm for fashion among a broad range of consumers, distributed
across many countries and age groups, with its spectacular debut of the notion of "quick fashion"
shopping since its founding in 1975 in Spain. There are numerous variables that have led to Zara's
popularity, but one of its most important traits, which have helped it become the worldwide fashion
giant it is nowadays, is its opportunity to put customers foremost. Customers are fascinated with Zara,
and they have shaped the firm and the brand's ethos since the inception. Zara sells garments for males
and females, as well as kids clothes (Zara Kids), footwear, and collectibles. Zara TRF is a sub-brand
for younger ladies and kids that offer hipper and occasionally edgier goods.
Figure: “Zara brand logo and Zara’s outlet”
Zara began as a family company in 1975 in central Galicia, in northern Spain, by Amancio Ortega and
Rosala Mera. First ever shop sold low-cost knockoffs of well-known, higher-end clothes and style.
Zara was given to Amancio Ortega since his favorite name, Zorba, already was gone. Zara's attitude
to fashion and operating model gained popularity with the Spanish customer during the next eight
years. As a result, nine additional outlets have opened in Spain's major cities. Zara continued actively
expanding into global markets in the following decade. Zara stores can now be found in almost every
civilized nation. Zara today has 2,264 outlets in 96 countries, conveniently situated in major cities. It's
no wonder that Zara, which began as a modest shop in Spain, has grown to become the world's
biggest fashion retailer and Inditex's main brand. As per Forbes magazine, Amancio Ortega, the
company's founder, is the world's sixth wealthiest man.
Zara is noted for its quick responses and market-driven designs. Zara keeps up with the current
fashion trends for all generations. The brand has a bold, attractive, honest, and fashionable
personality. These characteristics distinguish the Zara brand from its opponents (Brătianu &
2
Marketing Strategy
ZARA
RAISAH MURADIN
, “Table of Content”
1. Understanding the Company………………………………………..2
2. External Analysis……………………………………………………..5
3. Internal Analysis……………………………………………………...6
4. SWOT Analysis……………………………………………………….7
5. Segmentation, targeting and positioning……………………………9
6. Business Canvas Model………………………………………………13
7. Value Proposition Canvas...................................................................14
8. Marketing mix………………………………………………………...15
9. Future Recommendation……………………...……………………...17
10.Conclusion……………………………………………………………..18
1
, Understanding the Company
Introduction
Zara is among the most popular fashion retailing brands worldwide, if not the most popular. Zara
strives to foster a responsible enthusiasm for fashion among a broad range of consumers, distributed
across many countries and age groups, with its spectacular debut of the notion of "quick fashion"
shopping since its founding in 1975 in Spain. There are numerous variables that have led to Zara's
popularity, but one of its most important traits, which have helped it become the worldwide fashion
giant it is nowadays, is its opportunity to put customers foremost. Customers are fascinated with Zara,
and they have shaped the firm and the brand's ethos since the inception. Zara sells garments for males
and females, as well as kids clothes (Zara Kids), footwear, and collectibles. Zara TRF is a sub-brand
for younger ladies and kids that offer hipper and occasionally edgier goods.
Figure: “Zara brand logo and Zara’s outlet”
Zara began as a family company in 1975 in central Galicia, in northern Spain, by Amancio Ortega and
Rosala Mera. First ever shop sold low-cost knockoffs of well-known, higher-end clothes and style.
Zara was given to Amancio Ortega since his favorite name, Zorba, already was gone. Zara's attitude
to fashion and operating model gained popularity with the Spanish customer during the next eight
years. As a result, nine additional outlets have opened in Spain's major cities. Zara continued actively
expanding into global markets in the following decade. Zara stores can now be found in almost every
civilized nation. Zara today has 2,264 outlets in 96 countries, conveniently situated in major cities. It's
no wonder that Zara, which began as a modest shop in Spain, has grown to become the world's
biggest fashion retailer and Inditex's main brand. As per Forbes magazine, Amancio Ortega, the
company's founder, is the world's sixth wealthiest man.
Zara is noted for its quick responses and market-driven designs. Zara keeps up with the current
fashion trends for all generations. The brand has a bold, attractive, honest, and fashionable
personality. These characteristics distinguish the Zara brand from its opponents (Brătianu &
2
