MARKETING MANAGEMENT

PRESENTATION:
BY:
• Alina
• Abdul Moiz
• Zain Ali
Contents

INTRODUCTION
ORGNIZATIONAL STRUCTURE & LEVELS
PESTEL ANALYSIS
SWOT ANALYSIS
MARKETING MIX
CONCLUSION
INTRODUCTION OF ZARA:
• Zara was founded by Amancio Ortega and Rosalía Mera in 1975 as a
family business in downtown Galicia in the northern part of Spain.
• His first shop was in central A Coruña, in Galicia, Spain, where the
company is still based.
• Zara ventured beyond Europe in 1990s opening stores in US, Mexico
and other countries
• Its first store featured low-priced lookalike products of popular,
higher-end clothing and fashion.
• Amancio Ortega named Zara as such because his preferred name FOUNDER : AMANCIO ORTEGA
Zorba was already taken.
• Its success is due to its fast fashion strategy that is based on a strong
supply chain and quick market feedback loops.
• ZARA's target consumer is often between the ages of 18 and 40, with
a medium-high income
ZARA ORGANIZATIONAL STRUCTURE:
PESTEL ANALYSIS OF ZARA
POLITICAL FACTORS:
BCG MATRIX OF ZARA:
• Cash Cows
The products in this category are the major source of the cash inflows in the organization. Such products are
successful in creating the strong market hold and successfully develop the high level of market demand. Such
strong position helped the company in enabling the products for becoming the major source of revenue for the
entity. Trafaluc cloth range, Jeans, shoes and skirts are the cash cow of the Zara. In the most competitive
market, Zara is able to make its own position by availing the share of 45%. The main competitors are H&M,
Gap, Gucci, etc. Many people in various countries know Zara because of its apparel and accessories
(Ketsadayurat, 2012).
• Stars
These products help in generating the enough revenues for companies to be known as profitable, but still have a
chance for expanding as having star products. The main reason of the future growth of star items is the scope of
industry growth, and consequently support the high market share of such products. Fashion denim, Fashion
jersey, and unique collection of bags and accessories of Zara are the star items. Zara TRF and Zara man are also
the star items, with the estimated market share of 24% and 10%. Zara retain this position with the help of
effective marketing strategies like product development, market penetration etc. (Bhasin, 2017).
• Question Marks
In product portfolio, there are products that have the low profitability than star products and cash cow. Along
with the weak financial position of such business units, it possesses the potential for future growth, but still the
situation is uncertain. If market conditions are stable and favourable, these products then are able to grab the
large market share to become the star item. Pull & Bear, Bershka and Stradivarius are the question mark for
Zara, which has 9.3%, 6.8% and 6% market share. Zara’s kid segment is also the cash cow for the company
with 21% of market share (Adam, 2018).
• Dogs

The products which are constantly underperforming, and consume more than generating return, are considered
as dog items. For Zara, its maternity wear and underwear are categorized in this quadrant, as there are many
competitors in the industry which are dominating the market, and Zara is unable to make the space for itself.
Zara needs to invest more in this category to make it cash cow of the company, or should shut down its
operations, so that funds could be used somewhere else (Ketsadayurat, 2012).