Zara : The international success of fast-moving fashion, Mayrhofer Ulrike / Roederer Claire, IAE Lyon;EM Strasbourg, 2010
This case study focuses on the international marketing policy conducted by the Inditex group with the Zara brand. Thanks to its specific business model, the fast-moving fashion model, the group has become a leading player on the global clothing market. Today, Zara sells its products in seventy-six countries and is seeking new growth opportunities in emerging markets. In a highly competitive environment, the company reconsiders the main lines of its international marketing policy. The case provides detailed information on the Inditex group and the Zara brand as well as its business model and international development strategy. The student is asked to analyse the internationalisation strategy of the group, propose an international marketing policy and assess the interest of selling Zara collections online.
- To understand the logic of the internationalisation of the group (selection of markets, pace of internationalisation, market entry modes)
- To learn how to develop a marketing policy in an international context (segmentation, targeting, positioning, marketing mix)
- To assess the opportunity of selling Zara collections online.
The case-study covers a debriefing of 48 slides with the solution adopted by the company. It is recommended to show the solution of the company after the presentation (written and/or oral) and discussion of the answers proposed by the students. The teacher can also show the images and/or videos of the websites www.inditex.com and http://www.zara.com, so that the students can become familiar with the Zara brand and visualise the different products sold by the company.
French version also available : M1705
Temps d'utilisation : de 4 à 6 heures