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__Marketing Plan - Assignment

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5 views3 pages

__Marketing Plan - Assignment

Uploaded by

emanawaislone
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Business Marketing Plan for Zara

1. Defining the Company Mission Statement and Corporate Objectives

“To bring high-quality, trendy fashion to customers at affordable prices while being committed to
sustainability and innovation.”

Corporate Objectives:

- Customer Satisfaction
- Sustainability
- Market Expansion
- Operational Efficiency
- Digital Innovation

2. The Marketing Audit: SWOT Analysis

Strengths:

● Fast-Fashion Model
● Global Presence
● Vertically Integrated Supply Chain
● Strong Brand Equity
● Sustainability Initiatives

Weaknesses:

● High Competition
● Limited Online Presence in Emerging Markets
● Dependence on Europe
● Fast-Fashion Criticism

Opportunities:

● E-Commerce Growth
● Sustainability as a USP
● Technological Integration
● New Market Entry
● Collaborations

Threats:

● Economic Uncertainty
● Regulatory Challenges
● Consumer Awareness
● Supply Chain Disruptions
Competitive Analysis Using the BCG Matrix

Zara’s product portfolio can be mapped within the BCG matrix to identify its competitive
positioning.

● Stars: Women’s apparel dominates sales and growth due to high demand.
● Cash Cows: Men’s clothing generates steady income with less trend volatility.
● Question Marks: Zara Home has potential but needs innovation to stand out.
● Dogs: Seasonal items like swimwear perform poorly outside their peak season.

Market Segmentation and Targeting

Target Market:
Fashion-forward millennials and Gen Z (18–35), primarily urban professionals, looking for trendy
yet affordable styles.

Segmentation:

● Demographics: Young, tech-savvy, and urban.


● Psychographics: Style-conscious and sustainability-aware.
● Behavior: Impulse buyers drawn to Zara’s fast-fashion cycle.

Setting Goals and SMART Objective:

To solidify Zara's position as a leading fast-fashion brand globally while balancing sustainability
and digital innovation.

SMART Objectives:

● Make 20% of collections sustainable by 2025.


● Grow online sales by 30% in key markets within a year.
● Reduce supply chain lead time by 15% by 2025.

Creating Marketing Strategies Applied to Marketing Mix

Product: Expand sustainable and limited-edition collections.

Price: Maintain affordability while introducing premium pricing for collaborations.

Place: Boost e-commerce in Asia-Pacific and integrate omnichannel experiences.

Promotion: Focus on digital campaigns, influencer partnerships, and sustainability storytelling.


Tactics to Execute Marketing Strategies

● Collaborate with influencers to showcase eco-friendly collections.


● Use AI to personalise recommendations online and in-store.
● Launch pop-up stores in new markets for testing.

Advocacy of Resources and Implementation

● Shift 40% of the marketing budget to digital and influencer campaigns.


● Train staff to communicate Zara’s sustainability goals effectively.
● Streamline eco-friendly production practices through increased R&D investment.

Monitoring and Control Measures

● Use analytics to track sales, campaign performance, and customer feedback.


● Conduct quarterly audits to measure sustainability progress.
● Monitor new market performance to refine strategies.

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