Assignment 1 (1)

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Abdoulaye Bah Assignment 1: Zara University of BALTIMOR MKTG 407/760.WBI Sp22 February 18, 2022

1. Which theory is the best representative of Zara's (Inditex's) internationalization? For Zara, the best theory of internationalization is collaborations with fashion companies in other countries that can get to know the culture and wants of clients to expand extremely well to expand. In most cases, the franchises that handle tsar worldwide are allied with local emperors in the areas where their stores are located. Although these local companies receive a lower percentage of power and acquisition than the franchise that handles tsar, they are in charge of hiring staff, supplying stores under new trends, and dressing up appropriately for the geographical location. 2. Please evaluate the competitive strategy of the three world market leaders. Which of the three will be the future winner about global retailing in the fashion world? Competition from GAP and H&M, which are Zara's main competitors. Each has its own set of pros and downsides. GAP operates in a more closed market than H&M and Zara, owing to the higher cost and the smaller number of stores available. However, the company has a long- standing family history that contributes to the dependability of its operations. H&M has experienced significant growth, and its expansion throughout the United States has been impressive, leading to the company's positioning in Latin America and some Asian countries. Fashion is extremely versatile, and the company handles a wide range of options for people of all ages and provides affordable garments. Their products have always been cutting-edge; nonetheless, they have not gained widespread recognition in Europe the way Zara has.

As a result of all this, it can be concluded that, based on the company's experience in the fashion industry, its strategy of investing in the mood of new premises rather than in parades or walkways, has made it more profitable, as well as its method of franchising throughout the world, makes it the most feasible for further expansion. Zara is a brand that connotes grandeur, elegance, and urban fashion, which has made it suitable for people of all ages and has allowed it to have a strong presence in every country on the globe. 3. What are the advantages and disadvantages of Zara's (Inditex's) multi-brand store strategy? Advantages: 1. The majority of the company's production is based in Spain, where the company was founded, accounting for around 50% of total production. 2. It has gained significance and respect in several cultures worldwide as a result of franchising. 3. It has gained widespread recognition due to its trajectory, quality, and avant-garde nature. Disadvantages: 1. Given the expansion of Zara's retail locations around the world in recent years, it is possible that the pricing has not been as competitive as those of H&M, Zara's primary competitor at the moment. 2. Zara has not entered the United States market, where it could consolidate its position and gain a significant competitive edge in the world's largest and most profitable fashion firm, H&M.

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4. How successful do you think Zara has been in meeting the 'risk of cannibalization' due to the multi-brand strategy? Its multi-brand strategy has proven to be quite effective in combating cannibalization issues. By targeting distinct markets and segments with product diversification and its four-weekly catalog updates and its age-specific market based on the brands' apparel aims, which are between 0 and 45 years old, but in some cases, this range is decreased. 5. What are the advantages and disadvantages of going into a joint venture with Tata in India? Advantages : 1. Tata is a well-established local brand that has assisted Zara in entering a market other than the European Union. 2. Zara reaps the benefits of Tata's infrastructure and personnel resources, well-versed in Asian culture. 3. India is the world's second-most populated country, after the United States. Disadvantages: One of the most important aspects of culture is that it is vastly diverse, as are its values and ethics, which may result in some controversy or poor reputation at some point in time. 2. Tata can use Zara's training and expertise to his advantage, potentially weakening. 3. The catalogs and dress code are much different from Zara's, resulting in additional costs for creating the garments.

References Case Study 1.1. (n.d.). Zara:the fashion retailer goes to the top pf the world's fashion. https://ubonline.ubalt.edu/access/content/group/1222MKTG407WB1/files/Case%20Study_Zara-1.pdf.

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