zara 자라 기업분석,마케팅전략 영문자료

목 차

1. ZARA 기업소개

2. ZARA 마케팅전략

3. SCM 사례

4. ZARA의 3가지원칙
Close the communication Loop
Stick to a rhythm across the entire chain.
Leverage your capital assetsto increase supply chain flexibility.

5. STP 전략
Segmentation & Targeting
Targeting &Positioning

6. 결론 및 나의견해
1. ZARA 기업소개

In 1975, Zara was start in Spain.
Concept : Display the clothes after 2weeks show in Paris Collection.
Zara has the new designs amount of 10,000 every one year.
Low advertisement rate.
Achieves a higher net margin more than any other competitors.

Zara`s Rapid performance

Zara keeps almost half of its production in-house.
Manufactures and distributes products in small batches.
They can design, produce, and deliver a new garment and put it on display more 15 days.
Instead of relying on outside partners, the company manages all design,
warehousing, distribution, and logistics functions itself.
It holds its retail stores to a rigid ti…