Marketing Plan 2012
Marketing Plan 2012
We have created this Marketing Plan for Zara so that we can investigate the expansion of Zara into the New Zealand Market. This Marketing Plan will enable Zara Management to make informed decisions about this expansion as it provides information on the current market situation, the potential customers, competitors and what Marketing Strategies are best to employ.
ZARA Company Overview
Zara is a Spanish Fashion Brand owned by Inditex Holdings Group. It was founded in 1963 by Amanci Ortea Gaona. Inditex is one of the world’s fastest growing manufacturer of affordable fashion clothing. Inditex, which also operates the Stradivarius, Oysho and Uterqe chains, has a total of 5527 stores in 82 countries.
Zara’s Mission Statement
We aim to be the leading fashion clothing chain in the world, through a combination of company-owned, franchise and joint ventures. We aim to contribute to the sustainable development of society and the environment with which we interact. The company's has a commitment to produce less waste, save energy, educate and train all staff in environmentally sustainable practices.
Zara’s Business Objectives
To continue business growth into Asia Pacific region in particular Australia and NZ over the next two years
To continue to improve profitability through implementing an eco-friendly management model in our shops in order to reduce energy consumption by 20%
To use 5% biodiesel fuels for our fleet of trucks which will allow us to reduce our CO2 emissions by 500 tons in the next 5 years.
In April 2011 Zara opened its first store in Australasia in the CBD of Sydney. Due to the overwhelming success of the stores opening Zara management are keen to investigate the New Zealand market to see if opening a Zara store in Auckland will have similar success.
One of Zara’s Business Objectives is to be the number one supplier of affordable fashion in the world and to continue its expansion globally...