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Assignment 2 62

Hooooooooo

Uploaded by

eimanzubair2050
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Assignment

Zainab Fatima

2021-BBA-62

Section-B

E-Commerce Management

Submitted to:- Ma’am Maham Sattar

Zara and it’s SOSTAC

1. Situation Analysis

Market Analysis: Zara, a leader in the fast fashion industry, operates globally with a strong
presence in Europe, Asia, and the Americas. The brand is known for its ability to quickly adapt
to fashion trends and customer preferences.

Customer Profile: Zara targets fashion-forward consumers, primarily young adults and middle-
aged individuals who seek trendy, affordable clothing. The brand appeals to style-conscious
shoppers who value both aesthetics and accessibility.

Competitors: Zara faces competition from other fast fashion retailers such as H&M, Uniqlo, and
online platforms like ASOS and Boohoo. It also competes with luxury brands as it aims to offer
high-fashion looks at lower prices.

- Strengths: Strong brand identity, agile supply chain, and a well-established global presence.

- Weaknesses: Criticism over sustainability practices and dependence on physical retail stores.

- Opportunities: Growing online shopping trends and demand for sustainable fashion options.

- Threats : Intense competition from other fast-fashion brands and changing consumer
preferences towards ethical brands.

2. Objectives

- Increase online sales by 25% in the next year.


- Launch a sustainable clothing line, aiming for 10% of total sales by the end of the year.

- Expand into two new international markets within 18 months.

3. Strategy

- Enhance e-commerce capabilities to provide a seamless shopping experience.

- Target eco-conscious consumers through marketing that emphasizes sustainability.

- Leverage data analytics to better understand customer preferences and optimize inventory.

4. Tactics

- Implement a robust digital marketing campaign focusing on sustainability and new collections.

- Offer exclusive online promotions and limited-edition items to drive traffic to the website.

- Collaborate with influencers to reach a younger audience on social media platforms.

5. Action

- Assign dedicated teams to oversee e-commerce improvements and sustainability initiatives.

- Develop a timeline for product launches, marketing campaigns, and market entry strategies.

- Ensure staff training on sustainability practices and customer service excellence.

6. Control

- Monitor online sales and customer engagement metrics monthly.

- Collect customer feedback through surveys and social media interactions.

- Analyze market trends and competitor strategies to adjust tactics as necessary.

This structured approach helps Zara align its operations and marketing strategies with current
market demands and consumer expectations.

Summary

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