zara 자라 기업분석,마케팅전략 영문자료

목 차

1. ZARA 기업소개

2. ZARA 마케팅전략

3. SCM 사례

4. ZARA의 3가지원칙
Close the communication Loop
Stick to a rhythm across the entire chain.
Leverage your capital assetsto increase supply chain flexibility.

5. STP 전략
Segmentation Targeting
Targeting Positioning

6. 결론 및 나의견해

1. ZARA 기업소개

In 1975, Zara was start in Spain.
Concept : Display the clothes after 2weeks show in Paris Collection.
Zara has the new designs amount of 10,000 every one year.
Low advertisement rate.
Achieves a higher net margin more than any other competitors.

Zara s Rapid performance

Zara keeps almost half of its production in-house.
Manufactures and distributes products in small batches.
They can design, produce, and deliver a new garment and put it on display more 15 days.
Instead of relying on outside partners, the company manages all design,
warehousing, distribution, and logistics functions itself.
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[hwp/pdf]zara 자라 기업분석,마케팅전략 영문자료