zara是如何攻占中国市场的marketing management,a spanish brand

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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&MCompellingmixof

5、fashion,priceandqualityFirststorein1975.Today536storeswithin30countriesworldwide199openingsin2009FinancialsSales:€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