The paper "Zara’ s Internet Marketing - Situational Analysis " is a great example of a marketing case study. The development of an organization or international company is, therefore, defined by the success of the marketing strategies and competitive forces that it employs. Exploration of new foreign markets is a necessary and an almost inevitable strategy that almost every retail manager embraces. It however, requires appropriate marketing strategies and business planning. In relation to this, paper discusses internet marketing in the fashion industry as used by Zara Inc. Internet marketing, also referred to as online marketing, is about advertising and marketing plans that use the web as medium to direct company sales via electronic commerce.
With regards to the fashion and clothing industry, the paper also includes an analysis of the competitive issues and strategic issues that Zara uses to enhance its performance, customer satisfaction, public respect and earn appreciable returns. Such an analysis gives perspective on the business model that the company employs. Zara operates in design, manufacture, production and supply of clothing across preferences to its customers of the textile and fashion industry.
Founded by Amancio Ortea Gaoa in 1975 (Pearson, 2008), it belongs to the Inditex Corporation and has since grown appreciably to expand outside of Galicia throughout the rest of the Spanish territory by exploring northwestern Spain and later on further parts (Hansen, 2012). Internal Marketing Strategy Audit The internal strategies that Zara lays out to operate are necessitated by the everyday challenges, competitions and issues that it faces in the industry. Achieving competitive advantage is, categorically, a primary goal for every organization or company that aims at advancing internationally. According to Kauffmann and Roesch (2012), this is achievable by designing and deploying marketing plans, logistics, production designs and business models that identify and meet customers’ demands.
The environment created by international marketing is engulfed in various factors that influence the Zara’ s marketing and expansion. Some of these aspects enhance while others hold back growth and development. These aspects are in particular categories of issues so as to facilitate a detailed understanding of Zara’ s position in the global internet marketing environment. Zara’ s Internet Marketing The company has the department of Zara Online-Shops which provides a moderate choice of fashion for all of its customer categories.
The company uses internet market effectively to allow online shoppers to select clothing items based on quality, characteristics, and color, size or prize categorization criteria. The service, therefore, gives the online shop user total control over how and what they chose to buy. Nevertheless, Zara’ s online shopping service has a given functionality yet its presentation of the store’ s collection is out of correspondence with the high-fashion flagship that one experiences when they personally walk into the stores. As indicated by Keller (2012), another problem is that the ordering process only shows the summation of purchasing cost of the items chosen but misses the delivery costs and time as well. Generally, the company has not effectively explored the aspects of online marketing given that its online shopping service is only for interested customers.
It is doing much less to enhance its sales through internet marketing and encouraging more customers to embrace online shopping. The company is yet to explore the opportunities of internet marketing which are available by way of web marketing, e-commerce and social media marketing.
Web marketing involves the product promotion and information provision through e-commerce websites. Email marketing encompasses advertising and promotional marketing by use of email messages to both potential and current customers. Social media marketing, on the other hand, is viral marketing through social networking websites.
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