Zara是如何攻占中国市场的？marketing management,a spanish brand

“ How did Zara Capture the Chinese Market? ” Damak Donia 杜宁 Marketing Management

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What is Marketing Management? Marketing management is the art and science of choosing target markets and getting , keeping , and growing customers through creating, delivering , and communicating superior customer value .

From choosing target markets and building profitable relationships with them????? Questions to ask: ,[object Object],[object Object],[object Object],[object Object]

Target Marketing Market Segmentation: Divide the market into segments of customers

Value and Satisfaction If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 10 8 Expectation Performance 8 10

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Around the world South America: 30 stores Africa: 41 stores Asia - Oceania: 7 stores Europe: 407 stores North America: 47 stores

The industry Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Environment: China case

Market attractiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],

Learning from Competitors: H&M and Esprit in China ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Esprit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],H&M Product Price Place Promotion

SWOT analysis: Threats and Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],Threats

Key Success Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Recommendations to Capture the Chinese Market

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Logistics Strategy ,[object Object],[object Object],[object Object]

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Zara是如何攻占中国市场的？marketing management,a spanish brand

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Zara是如何攻占中国市场的？marketing management,a spanish brand