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ZARA

C/B/3243. Strategic review of Zara

WORDS:
3200
DATE:
2010
PRICE:
39.99 GBP

This paper examines Zara, the clothing retailer, aiming to assess the strategic position of the company. The paper begins by introducing the company providing a wide range of information on them. The strategic position is then evaluated through use of PEST and SWOT analyses. Through the results of the analyses, the paper suggests three options for the improvement of the company which are to build an online presence in Western Europe by 2011, to establish presence in Australia in 2011-12, and to develop an eco friendly private label by 2011. The paper evaluates each option using Johnson and Scholes Suitability, Feasibility and Acceptability model. The paper concludes by deciding which option would be best for Zara.

 

KEYWORDS: Zara, clothing retailer, strategic position, PEST, SWOT, online presence, Western Europe, Australia, eco friendly, Johnson and Scholes Suitability, Feasibility and Acceptability model,

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Received paper - it has helped point me in the right direction for my research. Martin