MARKETING PLAN

Marketing Plan

Executive Summary

Zara has been a trend setter in the fashion industry. Since, the launch of the company, it has been very successful. The company has been successful because of the technology that it has adopted. The company's success depends on the blend of technology that the company has adopted and has been able to break all the rules that the fashion industry was following (Lindsay, 2004, 1). In this paper we try to focus on the Marketing plan. The paper will introduce a new product for an existing company. In our case we are introducing wrist watches at Zara. We have to make a marketing plan for this as in how Zara will introduce the product in the market.

Table of Content

Executive Summaryii

Present Vision, Mission and Strategic Objectives1

Analysis1

Situational analysis1

Environmental (Market) Analysis1

Political1

Economic2

Social2

Technological2

Environmental3

Legal3

Industry Analysis3

Competitive Forces3

SWOT Analysis5

1.Strengths5

2.Weaknesses6

3.Opportunities6

4.Threats7

Marketing Strategy7

Segmentation7

Positioning7

Targeting8

Marketing Communication8

Distribution10

Controls10

Areas of control11

Production areas11

Conclusion12

References13

Marketing Plan

Present Vision, Mission and Strategic Objectives

The company has a different vision and mission for their store and their products. The store of the company benefits the business by the following ways. It helps them to recognize the need of the business also helps the company in earning more that it according to the objectives set by the country. People who are related to the business are ensuring that they do not work in a way that does not complement the vision and mission of the company (Helft, 2002, 41).

Analysis

Situational analysis

The situational analysis of the company means that the company evaluates the situation in terms of the three C's related to the business. These three C's consists of Customers, Companies, and competitors.

Environmental (Market) Analysis

Although, the company operates in different countries, this section will provide a PESTEL analysis of the United Kingdom.

Political

The political situation of the United Kingdom is very stable (Echikson, 2000, 29). Zara has strong support from the government of the country in which it operates, which means that the company has a good backup support from the government. The political situation of the company does not hamper the smooth operations of the country and helps it in its effective running.

Economic

The economy of the United Kingdom is very strong. Fashion industry has been one strong contributing factor in strengthening the economy. The company has been able to contribute a huge deal to the fashion industry which means that the company is operating in a country that has a booming economy, and that is able to bring about a change in the industry.

Social

The social class of the country is very trendy and fashionable. The target market of Zara is men, women and children. People who are the target market of the company ensure that they have the best apparels in the country. The fashion industry of is booming and is bringing about a lot of changes in the fashion industry. People want to wear clothes that are trendy and that make them look good and fashionable (Michel, 1994, 18).

Technological

The technological factors in the fashion industry have been impacting the fashion industry in a very positive ...