Individual Best Practice Reflection Paper
Instruction
You will identify Zara’s success story in international marketing and write a report on why you think its marketing strategieswere success, and its implications for international marketers.
Your report should include an account of the program or event you are discussing, the market background and context, the strategy behind the program, the results and what can be learned from the story, for marketers in a specific country or more generally. To the greatest extent possible, you should find data to support your assertions.Please use this paper to reflect what you have learnt from this class. (For class slides, please see additional information, there are 5 topics: global brand, enter strategy, international marketing channel, emerging market, Marketing Mix)
What you will need to think about when write the report:
- How thorough was your analysis? Did you demonstrate the curiosity to follow up on issues that seemed important?
- Did you seek out solid data to support your ideas? In the absence of hard data, were you clear about the assumptions you were making?
- Did you question the “company line” and develop your own ideas?
- Did you apply appropriate tools and draw substantive conclusions from them?
- Did you demonstrate insight about cultural factors and sensitivity about them?
- Did you draw correct conclusions from your analysis?
- Did you grasp the full implications of your analysis?
Outline
Zara
- Introdu
- ion and why you think its successful
ction
- Brand introductGlobal fashionindustry market analysis
- Use Zara’s Annual Report to analyze its current performance(market share,profit margin, ROI and so on)
- Zara’s marketing strategy analysis
- Branding
- Mode of entry
- Distribution channel (dealer network plan, pre-owned car dealer production line)
- Marketing Mix
- Reason of Success
- Supply chain (production, inventory, distribution)
- Marketing positioning
- And ?
- Implication for marketer
- Conclusions
