INTERNATIONAL STRATEGIC MARKETING

 

 

 

 

 

 

 

 

 

International Strategic Marketing

 

 

 

 

 

International Strategic Marketing

Introduction

The main purpose of this paper is to discuss the strategic marketing plan for a Zara in different international market to increase sales. A business strategy explains the plans of a business i.e. how is it planning to succeed in the market. This strategy is planned to make sure that the company is able to evaluate its position against the competitors in the industry. Business strategy helps a business in formulating strategies according to the goals and objectives of the company and helps to target the potential customers. It seeks how it can achieve competitive advantage that will keep it ahead of other companies in the industry. The paper is divided in to two parts. First part of the paper produce a report on how firm should undertake internal and external marketing audit as the 1st task in planning future marketing strategies. The second part of the paper produce a report explaining the decisions they will face and how they can ensure that their future international plans are clear and well focused.

Assignment 1

Market Details

Zara has been leading in the industry of style and fashion. The company has been very successful from its advent. The reason for its success is its adoption of technology. The main reason of the success of the company is based on its integration of technology with the current fashion situation. It broke all the conventional norms of fashion industry but at the same time, provided it with an edge over the others. The primary reason for that is the common fact that introduction of technology helped the company reduce its cost and at the same time it made it difficult for the new competition to enter the market. All these factors, by the end of the day, contributed heavily in making the company the leader of the industry (Lindsay, 2004).

This leading position of the company in this industry is solely because of the variety of strategies that it has been applying. The policies are also very well tailored and contributing to its success. The company has been able to triple its profits between the years 1996 & 2000 and yet increased between 2001 & 2007. Between 2001 and 2007 the company managed to earn capital from $2.44 billion to $13.5 billion. This magnitude of profits helped the company to compete strongly with the market leader then, GAP.

Analysis of the principles and practices of conducting internal and external marketing audits

Environmental Analysis

This analysis of the company is ideally conducted as PESTEL analysis. This type of analysis would assist the company to analyse the foreign environment in which different other companies function. Even though this company works in many different countries, this area will only present PESTEL analysis of United Kingdom.

Political

The United Kingdom has a very stable political situation. This stability suggests that the country is capable of operating in an environment which could be of help for the company. Zara is supported by the government of the countries in which it has been ...