《Marketing presentation 小作业》由会员分享，可在线阅读，更多相关《Marketing presentation 小作业（21页珍藏版）》请在金锄头文库上搜索。
1、Marketing Management,Case Presentation - Zara,*,FASHION+,FASHION -,PRICE +,PRICE -,GAP,Benetton,Zaras Position High Fashion & Affordable Price,Marketing Positioning,Zaras Differentiation in Comparison,Zaras Differentiation in Comparison,No advertise,Zaras Differentiation in Comparison,Low inventory,
2、B2C,Supplier 1,Supplier 2,Supplier 3,Supplier -N,Customer Order by store,Warehouse & Inventory,Customers,Zara Store,900 stores: 45% Spain 37% Euro 11% America 7% -rest .,Design,Fashion trend copy &transfer,Marketing research,Retailing,Sourcing Manufacturing,Distribution,Fast response,IT systems,Info
3、rmation flow,Short lead times/small batches + Information flows,Frequent assortment changes,Better forecasts,Increase visits in stores,Sales UP!,Decrease overage costs,Revenue-,魏敏0123700834,Zaras business Model,Fast Fashion,Zaras UNIQUE points in strategy,Zaras UNIQUE points in strategy,Zaras UNIQUE
4、 points in strategy,Zaras Value Chain,Zaras Value Chain,Zaras Value Chain,Value proposals,Differentiation,Zaras Value Chain,Profit,Fast and responsive communication within the entire supply chain Strong IT system: - Effective information technology investments to reduce costs,魏敏0123700834,Zaras supp
5、ly chain,Zara Distribution Success: Stores in Europe receive their orders in 24 hours; The United Sates in 48 hours; Japan in 48 to 72 hours Shipments at Zara are almost flawless (98.9% accurate and under 0.5% shrinkage),Zaras distribution channels,What they do In Distribution Center ?,What they do
6、in Zara Store ?,Postponing-the-production-decision reduce working capital intensity Centrally inventory control and lower finished goods inventory, gathered Information by IT system,Retailing usually place orders and receive shipments twice per week. The store is Zaras main image vehicle, so Zara co
7、ncentrates the majority of its investment on It. Encourage customers to revisit the store and create a comfortable and inspiring atmosphere Such as each store manager places an order twice a week and then this is delivered within the next 2 or 3 days which lead to little finished goods inventory and
8、 no overstock.,Zaras distribution channels,H&M Distribution Methods,H&M also is more attentive when entering new markets and tends to enter one country at a time, as opposed to Zara who multitasks globally. H&M builds distribution centers in their international locations in order to cut down lead ti
9、mes and potential logistical costs. on the other hand.,Zara Distribution Methods,Zara has outsourced part of the last step of manufacture, still be delivered back to the central distribution center, two mainly existed in Spain and then distributed uniformly rather than be delivered from the outsourc
10、ing place to the target market. It lengthens the lead time when the apparel need to be delivered back and distributed uniformly, and may lead to a disadvantage at the lead time and logistical cost.,Zaras distribution channels,Recommendation to others,Recommendation to others,Reduce stock to lower cost,Enhance design, reduce quantity of each design,Customer diversity,
