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ID:14452799
大小:1.44 MB
页数:20页
时间:2018-07-28
《zara是如何攻占中国市场的marketing management,a spanish brand》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、“HowdidZaraCapturetheChineseMarket?”DamakDonia杜宁MarketingManagementWhatisMarketingManagement?OverviewZaraZara’sSuccess:ItsBusinessModelMarketingenvironment:ChinaMarketingEnvironmentMarketAttractivenessLearningfromCompetitors:H&MandEspritinChinaSWOTAnalysis:ThreatsandOpportunitiesKey
2、SuccessFactorstoentertheMarketStrategicRecommendationsBusiness,logisticandmarketingstrategyWhatisMarketingManagement?Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.Fro
3、mchoosingtargetmarketsandbuildingprofitablerelationshipswiththem?????Questionstoask:Whatcustomerswillweserve?Whatisourtargetmarket?Howcanwebestservethesecustomers?Whatisourvalueproposition?TargetMarketingMarketSegmentation:DividethemarketintosegmentsofcustomersValueandSatisfactionEx
4、pectationPerformance108ExpectationPerformance810Ifperformanceislowerthanexpectations,satisfactionislow.Ifperformanceishigherthanexpectations,satisfactionishigh.BusinessTheworld’sfastestgrowingfashionretailerofSpanishBrandRanksamongthethree“globalwinners”withGapandH&MCompellingmixof
5、fashion,priceandqualityFirststorein1975.Today536storeswithin30countriesworldwide199openingsin2009FinancialsSales:€4.5Bnin2008Internationalsales60%oftotalturnoverOverviewBusinessModelSupplyWhereasmostretailersdesigned60%atstartseason,Zaradesigned15%DumpunpopularproductlineDeliverfa
6、shion“whenthecustomerdesires”TwiceaweekdeliveryscheduleDemandNoadvertisingorpromotions10,000newitemsathighlycompetitivepriceSouthAmerica:30storesAfrica:41storesAsia-Oceania:7storesEurope:407storesNorthAmerica:47storesAroundtheworldTheindustryEnvironmentTheNaturalEnvironmentFreeacces
7、stonaturalresourcesfortextileclothingDemographicStructure1.7billionpeople85.2%literacyrateSkilledlabouravailableEnglishspeakersExistSocialStructurearound8nationallanguagesCountryoftwospeeds:urbanvs.rural‘New’middleclasswithpurchasingCulturalshiftinurbanareasTechnologyEasyaccessFinan
8、cialbenefitsChinese
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