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1、AsofSeptember2017,weplantoopenanoutletstoreinMilanwhereclientscanbeadvisedbythespecialistandtrytheclothing,shoesandotherfashionitemsofferedinthestore.Class5MarketingAckahPierre-AlexandreFANGXiaoyang04/11/2016©2016CompanyprofileDavidSchneiderRobertGentzRocke
2、tInternet143billioneuros10,000employeesOnMar.112012,ZalandoopeneditsfirstoutletstoreinBerlin,Gemanyandithasachievedagreatsuccess.Address:KöpenickerStr.20,10997Berlin,GermanTheoutletstorewastransformedthroughanoldfactorywithseveralfloorsandmorethan1,000m2spa
3、ce.Nowtherearehundredsofemployeesandinthefuture,Zalandoplantodevelopthecampusandrecruit5,000employees.Theproductsintheoutletstoreareonsaleforonly30-70%oftheiroriginalprice.Clientscanhaveanewshoppingexperiencehere.LocalizationTheFirstOutletStore1/Analysisoft
4、heCurrentSituation-pastyear2/MarketingStrategy&Objectives-nextyear3/MarketingActionPlan&Budget-nextyearMARKETINGPLAN1.1.Influentialbusinesstrendsto-datePEsTSocialfactors:Accordingtothesurvey,theusageofe-commerceincreaseswhenpeoplehavelesstimeandmorepurchase
5、power.Itisalsoanissueofhabits.Peoplewhoshoponlinemassivelyaretheyoung,becausetheytrustonlinecommerceandhavealreadypositiveexperiences.Therearemorethan100millionhitsonZalandowebsitepermonth.1/AnalysisoftheCurrentSituation-pastyear1.2.Marketanalysisto-dateWef
6、ocustheanalysisonthewomen'sclothingonlinemarketinGemany.1/AnalysisoftheCurrentSituation-pastyearmarket1.2.Marketanalysisto-dateTreatofSubstitutesTreatofNewEntrantsBargainingPowerofSuppliersBargainingPowerofBuyersCompetitiveRivalry6*0.37*0.44*0.23*0.15.7<71/
7、AnalysisoftheCurrentSituation-pastyear1.3.Competitiveanalysisto-dateZalandohasmanycompetitors,suchasASOS,Sarenza,Spartoo,LaRedoute,Brandalleyandsoon.Thecompanyiscapabletosurvivethecompetitionbecauseoflowprice,fastdeliveryforfree,onlinebusinessmodel,goodafte
8、rsaleserviceandhumanizedservice.nextyear1/AnalysisoftheCurrentSituation-pastyear1.4.Marketsegmentationto-dateWesegmentthemarketbyneedandloyalty.Ourtargetconsumersarethepersonswhoshoponline,especiallyth
