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Zara: Companies
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The paper examines the competitive and uncertain environment of the fast fashion retailing industry in which Zara is operating, through a PESTEL analysis. An analysis of the industry is then conducted through the use of Porter's five forces. Lastly, the report examines Zara's strengths and weaknesses, highlight possible profitable opportunities for the company and factors which may threaten their future (SWOT).
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Following in both her parents' footsteps, Zara is an accomplished equestrian sportswoman. In June 2003, Zara announced that she had secured a sponsorship deal with Cantor Index, a leading company in spread betting to help cover the costs of her equestrian career.
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Zara's catalogue includes children's clothing as well. It is a vertically integrated retailer who designs, produces and distributs. Unlike other competitor retailers of the same market, the company deals mostely with the supply-chain.
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The present paper is a comprehensive study of the famous fashion brand (Zara) strategic decision of entering the Chinese market. Provided that this fashion brand has already entered the market, the paper reviews the consequences of the commitment to the chosen mode of entry and international expansion and suggests alternative strategic options. The paper explores existing academic body of knowledge related to internationalisation of fashion players and market entry strategies, as well as specificity of Chinese market. Through secondary and primary research the report evaluates the current competitive strength of the company and develops options to facilitate the fastest possible strengthening of the brand's position at the new market.
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