Marketing Communications Plan - Case Study Example

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Summary
Zara one of the most successful company in the apparel industry has a very strong and unique business model. Zara is a famous brand name in Europe on the other hand the company is getting gradually popular all over the America. In order to keep abreast with the challenges posed in the apparel industry it is important for Zara to reinvent and innovate themselves.
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Marketing Communications Plan Case Study
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Download file to see previous pages Once Zara have carefully analysed the internal and external business environment and critically examined the industry in general the most suitable marketing strategies will be selected and these strategies will be administered by effectively and continually monitoring external threats and opportunities and revising internal efficiency procedures.
The market analysis investigates both the internal and external business environment. It is vital that Zara carefully monitor both the internal and external aspects regarding its business as both the internal and external environment and their respective influences will be decisive traits in relation to its success and survival in the industry.
The internal business environment and its influence is that which is to some extent within the business's control. The main attributes in the internal environment include efficiency in the production process, through management skills and effective communication channels. To effectively control and monitor the internal business environment, Zara must conduct continual appraisals of the business's operations and readily act upon any factors, which cause inefficiencies in any phase of the production and consumer process (Tremblay and Martins-Filho, 2001).
The External business environment and it...
Changes in the external environment will create opportunities or threats in the market place Zara must be aware of. Fluctuations in the economy, changing customer attitudes and values, and demographic patterns heavily influence the success of Zara products in the market and the reception they receive from the consumers.
SWOT Analysis:
SWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a technique much used in much general management as well as marketing scenarios. SWOT consists of examining the current activities of the organisation- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.
Strengths:
Zara has been a complex part of UK culture since almost a decade. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Zara image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Zara's greatest strengths. Additionally, decreased expenditure on advertising is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach.
Weaknesses:
Weaknesses for any business need to be both minimised and monitored in order to effectively achieve productivity and efficiency in their business's activities, Zara is no exception. Although domestic business as well as many international markets are thriving but Zara has recently reported some declines in unit case volumes in different markets of the world.
Opportunities:
Brand recognition is the significant factor affecting Zara's competitive position. Zara's brand name is known well throughout the world today. The primary concern ...Download file to see next pagesRead More
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