Free Essay

Pestle Analysis of Zara

In:

Submitted By wimio
Words 1870
Pages 8
SOE11108

Sources of Competitive Advantage

Assessment 1

Group Presentation

PESTEL – Analysis

[pic]

Contents

1 Introduction 3

2 Overview 3

3 Business Environment 3

4 Political 4

5 Economic 4

6 Social 5

7 Technological 6

8 Environmental 6

9 Legislative 8

10 Conclusion 8

References 9

Introduction

The global apparel market is a consumer-driven industry. Also, globalization and new technologies have allowed consumers to have more access to fashion. As a result, consumers are changing, competition is fierce, and companies are evolving to meet these demands. Zara, a Spanish-based chain owned by Inditex, is a retailer who has taken a new approach in the industry. With their unique strategy, Zara has the competitive advantage to be sustainable. In order to maintain that advantage and growth they must confront certain challenges and face traditional retailers in the apparel industry. So, now our group will analysis the PESTLE of Zara Company. (Lopez & Fan, 2009)

Overview

Zara is one of the largest international fashion companies and belongs to Inditex, which is one of the largest fashion retailers worldwide. Inditex operates in textile design, distribution and manufacturing. (Inditex, 2011 b)

Zara operates in 78 countries worldwide with 1557 stores in the world’s largest cities. (Inditex, 2011 c)

The company is founded in 1975 by Amancio Ortega, located in Spain and had in 2010 a net sale of 8.088 million of euro. (Inditex, 2011 a)

The have worldwide 1557 stores in 78 different countries. (Inditex, 2011 a)

Aim: democratize fashion, offering latest fashion, medium quality and moderate price (Lopez & Fan, 2009)

Structure: customer oriented, satisfaction of consumer needs (Mazaira, González, & Avendano, 2003)

Business Environment

Global textile and clothing industry (Lopez & Fan, 2009) with 900 billion Euro in 200 worldwide (Ghemawat & Nueno, 2006).

Main competitors: H&M, Gap and Benetton (Ghemawat & Nueno, 2006)

Dynamic and innovative sector (Nordas, 2005)

High quality fashion market vs. lower quality products (Nordas, 2005)

Production in Europe vs. Production in low cost (Nordas, 2005)

Political

Internationalisation:

The key pull factors that explain the internationalisation of Zara include Spain’s entry into the European Union in 1986, the globalisation of the economy and thus potential economies of scale, the homogenisation of consumption patterns across countries – Zara’s belief is that “national frontiers are no impediment to sharing a single fashion culture” – and the abolition of barriers to export as well as the development of information technology (Lopez & Fan, 2009).

Indian Market:

India provided open market for Zara as Indian government is willingly to provide foreign investment in their country, but Indian Govt. Has their own policy which are to be adhered by organizations as Zara formed joint venture with TATA (Shah, 2011).

Economic

Production NOT transferred to low cost locations

Zara resisted the industry-wide trend towards transferring fast fashion production to low cost countries like for example China. Zara states that this gives the greater control as it controls most of its steps on the Supply Chain, designing, manufacturing and distributing of products (CNN, 2001). In the UK 50% of the product Zara sells are manufactured in Spain, 26% in the rest of Europe and 24% in Asian and African countries → clothes with longer shelf life like for example basic t-shirts are outsourced to low cost suppliers mainly in Asia and Turkey (Business Week, 2006).

Zero Advertising Policy

The most unusual company policy is its’ no advertising policy. It is worth noticing that Zara competitors rely heavily on costly advertising campaigns. However, Zara prefers to invest money in opening new stores instead (CNN, 2001).

Producer of about 11 000 items annually

The product range of Zara company is significant. It produces nearly 11 000 items annually whilst its competitors produce only about 2000 – 4000. Moreover, Zara changes its designs every 2 weeks which encourages customers to repeated visits and builds the brand loyalty. An average high street store in Spain expects customers to visit three times a year. It is 17 times for Zara. (The Guardian, 2002).

Shortening Product Life Cycle

Additionally, Zara needs just 2 weeks to design a new product and get it to the stores whilst industry average is 6 months (Business Week, 2006).

To sum up, Zara breaks all the rules but this strategy proves to be successful as Zara is one of the biggest retailers in the industry.

REFERENCES LIST entrys

Social

Rising of income

With the rising of disposable personal income, people began to pursue a high quality and comfortable life. This tendency provides Zara quite wide market share. Personalized consumption become the mainstream of society. The strategy of ZARA, "a small amount, variety, cheap," is a major guarantor of its success.

Fast fashion

Regarding the design strategy, an article in Business world magazine describes it as follows: "Zara was a fashion imitator. It focused its attention on understanding the fashion items that its customers wanted and then delivering them, rather than on promoting predicted season's trends via fashion shows and similar channels of influence, which the fashion industry traditionally used." There will be a 0.7% depreciation of fashion products every day. A new product, from design to produce, logistics operation and the final sale, only need 2-3 weeks in Zara.

Affordable fashion

An increasing number of people pay more attention to fashion. But fashion is a masterpiece of top designers, only a few people can afford it. The designers of ZARA will follow these fashion elements and design their own product, which most consumers can afford it (Baidu, 2010).

Technological

R&D and Production

1. Fast production: Deliver within 6 weeks instead of 6 months which is the delivery time from Zara’s competitors (Ghemawat & Nueno, 2006).

2. Zara has only 20 suppliers which accounted 70% of their products. The other companies have for example more than 200 different suppliers. Therefore it’s easy for Zara to control their suppliers.

Logistic

1. Own distribution centre with an order to delivery time of 24 hour for Europe and 48 hours to USA and Asia (Tokatli, 2007).

2. The shops receive two deliveries from distribution centre. That allows the shops to have low inventory and a high turnaround within the shop (Lopez & Fan, 2009) (Ghemawat & Nueno, 2006).

Flexible Supply Chain

1. Vertical integrated and controls its entire production chain. One important effect of the control is to re reduce the bullwhip effect. (Ghemawat & Nueno, 2006)

2. Zara has very short lead times. The Agility of their supply chain enables Zara to deliver from product design to sale within 2 weaks for repeat or 5 weeks for new products (Mazaira, González, & Avendano, 2003).

Environmental

Zara wants to help the sustainable developments of the society and the environments with which it interacts. This commitment to the environment is a part of the Inditex group corporate social responsibility policy.

Objectives and Actions:

At the sores:

Zara saves energy and lot of care has been given to make the stores eco efficient. Development of efficient management models for their stores that proposes measures to be applied to all processes, from the design of the store itself, the lighting heating or cooling system equipment, to the possible recycling of furniture and decoration. Use of paper or biodegradable plastic bags 90% of the bags Zara gives out to customers are made of paper.

1. Reduction of waste and encourages recycling

Millions of hangers and security tags are processed each year additionally both the cardboard and plastic used are recycled.

2. Increasing awareness among the team members

Heighten employee’s awareness of the need for sustainable practices such as trimming energy consumption, using sustainable transport or modifying habits.

With the product

1. Use of ecological fabrics, like organic cotton.

Zara Supports ecological agriculture and uses organic cotton in the production of selected items of clothing (100% cotton, completely free of pesticide, chemical agents and bleaches). With a distinctive label these products can be identified very easily at the stores.

2. Producing PVC –free footwear No petroleum derivatives or non-biodegradable materials are used in producing the footwear.

In the transport

Zara’s fleet of Lorries transport over 200 million items of clothing annually and uses 5% biodiesel fuel, reducing emission of CO2 into the atmosphere by more than 500 tones.

Animal welfare policy

All the animal products, including fur and leather sold at Zara come exclusively from animal reared in livestock form and never from animal sacrificed for skin sale. (Zara, 2010)

Legislative

Plagiarism

plagiarism in the fashion industry has become a huge issue. Trends are often copied and cheaply as well as illegally sold in the street.

Global expansion

As the European market has a well working trade and legal system facilitating business operations in member countries, other countries globally will not offer the same securities, especially in communistic countries the threat of losing a private run company to the local government is very real.

REFERENCES ?

Conclusion

ZARA was just a small Spanish dress shop, but now, the little-known brand has grown into a leader of the apparel market. Now the footprints of ZARA have around more than 60 countries. The big design group, unique strategy, environmental management idea and other operational strategies make ZARA success.

References

Baidu, B. (2010). Retrieved september 25, 2011, from Zara: http://baike.baidu.com/view/522422.htm

Ghemawat, P., & Nueno, J. L. (2006, December 21). Zara: Fast Fashion. Harvard | Business | School.

Inditex. (2011 a). Retrieved september 29, 2011, from Inditex - Annual report 2010: http://www.inditex.com/en/downloads/Annual_Report_INDITEX_10.pdf

Inditex. (2011 b). Retrieved september 29, 2011, from Inditex Group - Our Group: http://www.inditex.com/en/who_we_are/our_group

Inditex. (2011 c). Retrieved september 29, 2011, from Inditex Group - Zara: http://www.inditex.com/en/who_we_are/concepts/zara

Lopez, C., & Fan, Y. (2009). Internationalisation of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management, 13(2), pp. 279-296.

Mazaira, A., González, E., & Avendano, R. (2003). The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case. Marketing Intelligence & Planning, 21(4), pp. 220-229.

Nordas, H. K. (2005). WTO Discussion Paper Textile and Clothing after 2005. Retrieved september 29, 2011, from http://www.tno.it/tecno_it/fashion4_2_05/documenti/WTO%20Discussion%20Paper%20TExtile%20and%20Clothing%20after%202005.pdf

Shah, D. (2011). Retrieved september 30, 2011, from Spanish Retailer, Zara Decides to Form a Joint Venture with the TATAs, rather than franchise: http://www.evancarmichael.com/Franchises/4263/Spanish-Retailer-Zara-Decides-to-Form-a-Joint-Venture-with-the-TATAs-rather-than-franchise.html

Tokatli, N. (2007, october 23). Global sourcing: insights from the global clothing industry-the case of Zara, a fast fashion retailer. Journal of Economic Geography(8), pp. 21-38.

Zara. (2010). Retrieved september 28, 2011, from Our Mission Statement: http://www.zara.com/webapp/wcs/stores/servlet/category/uk/en/zara-W2011/18001/Our%2BMission%2BStatement

-----------------------

Group 4

Author 10021181 Stefan Barth

07010127 Izabela Molenda

40066467 Carlos Cardoso

10017124 Miao Wang

*+-9:MNOU`abcdefghilïßÏï¿Ïïßï¯ïŸ?Ÿ?zïncXIX>h
Lha¨mH sH jh
LhIŠU[pic]mH sH h
LhŽj?mH sH h
LhcwÇmH sH h
Lha¨5?mH sH (jh
Lhì
Ø5?CJ U[pic]aJ mH sH h
Lhì
Ø5?CJ aJ mH sH h
Lhõs¼5?CJ aJ mH sH 40052466 Umair Ashraf

Wednesday, October 5, 2011

Similar Documents

Free Essay

Pestle Analysis of Zara

...<3<3<3 FOR SULTANA DYALI <3<3<3 The recent improvement in technology has provided the world with high speed internet, wireless connection, and web-based collaboration tools like blogs, and wikis, and has as such created a "mass collaboration. People from all over the world are efficiently able to communicate and share ideas through the internet, or even conferences, without any geographical barriers. The power of social networks it beginning to permeate into business culture where many collaborative uses are being found including knowledge sharing and transfers. Here I thought of an idea that will improve business collaboration; this idea comes from the idea of ​​Facebook, but in a professional manner. It’s a website similar to Facebook that’s uses the Internet as a common meeting and work space, and it will enable companies to raise their informations and their profile which will serve to identify these companies at their country and even at the international level. In this site we will know all about these companies such as name, financial capital, legal status, field of activity, workforce and skills working in these companies, projects carried, future plans and experiences. It is a way of coordinating different ideas from numerous people to generate a wide variety of knowledge. Collaboration in business can be found both inter- and intra-organization and ranges from the simplicity of a partnership and crowd funding to the complexity of a multinational...

Words: 358 - Pages: 2

Premium Essay

Zara Pestle Analysis

...be the main target. Introduction: Introduction to Company: The global apparel market presently is a consumer-driven industry. Also,globalization and new technologies have allowed consumers to have more access tofashion and different varieties. As a result, consumers are changing, competition isfierce, and companies are evolving to meet these demands. Zara is the flagship chain store of Inditex Group owned by Spanish company tycoon Amancio Ortega, who also owns brands such as Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius and Bershka. The group is headquartered in A Coruña, Galicia, Spain, where the first Zara store opened in 1975. It is claimed that Zara needs just two weeks to develop a new product and get it to stores, compared with a six-month industry average, and launches around 10,000 new designs each year (ZARA, Business Week, 2006). Zara has resisted the industry-wide trend towards transferring fast fashion production to low-cost countries. Perhaps its most unusual strategy was its policy of zero advertising; the company preferred to invest a percentage of revenues in opening new stores instead. Zara...

Words: 3473 - Pages: 14

Premium Essay

Marketing

...assessment and making decisions or setting goals for future. The fashion company Zara has a marketing environment that is quite unique. So is for Zara, it has macroenvironment and microenvironment that make Zara be a successful fashion icon around the world. MACROENVIRONMENT In macro environment, Zara uses PESTLE analysis for their marketing environment. Zara achieve the targets when they used this analysis. POLITICS Government policies and political parties are responsible for developing political environment. Government is the major factor in business; in form on policies they may support industry. Zara has been in Spain until now and it is one and only a major on Europe. Zara has growth in many countries nowadays; political must be the most important if Zara wants expand their outlets. Zara has options to expand its business in European countries because of their safe and economic circumstance. ECONOMY Zara has been dealing with many issues in economic factor; the currency, taxation rates and so on. The economic condition has been unstable in few years but Zara can handle this problem without doubt. Zara successful in getting market share and has been not affected by recession. Before entering the new markets, the currency rates and the economic condition of that country is evaluated. One of the most stable country is Spain, this because it is a predictable demand in markets. SOCIO-CULTURE Zara is currently operating in a single country and it faced social influence that...

Words: 551 - Pages: 3

Premium Essay

The Analysis of Zara

...[pic] University of Sunderland The faculty of Business and Law _______________________________ Module Title: Marketing Management Module code: PGBM15 The market analysis of ZARA ______________________________________________ Student Name: Xia Tang Student Number:139151583 Tutor: Steve Storey Module Leader: Sudipta Das Word Count:4005 Date of submission: 16th June 2014 Contents Introduction of ZARA 1 1 Dynamics and trends within the marketing environment of ZARA. 1 1.1 Introduction of marketing environment 2 1.2 Macroenvironment-----PESTLE analysis of ZARA 2 1.3 Microenvironment analysis of ZARA 4 1.4 Poter’s three generic strategies on ZARA 4 1.5 SWOT analysis of ZARA 5 2 The importance of market research,marketing mix and service innovation for Zara 6 2.1 The importance of market research for ZARA 6 2.2 The importance of Marketing mix for ZARA 9 2.3 The importance of ZARA’S Service innovation 11 3 Marketing techniques for manager-decision 12 3.1 Segmentation ,targeting & positioning 12 3.2Marketing objectives and goals 14 3.3Marketing strategies and programmes 15 4 Conclusion and suggestions 17 References: 19 appendix…………………………...…………………..20 The market analysis of ZARA Introduction As one fashion brand of the Inditex Group, ZARA were founded in Spain in 1975, by Amancio Ortega and Rosalía Mera. When its first store provide low-priced lookalike products of popular, higher-end clothing fashions...

Words: 4664 - Pages: 19

Premium Essay

Zara

...THE CASE OF ZARA: PLANNING AND STRATEGIC CONTROL Alexandra Iacob University of Huelva HUELVA, SPAIN 2015 Abstract Zara is a retail company belonging to the Spanish company Inditex Group. Currently, Zara has 1,808 stores in 86 countries. This paper will analyse Zara’s business model, based on innovation and flexibility, as well as logistics chain and the various tools used to recognize the continuous changes in fashion trends and turn them into a product marketable within a few weeks. Compared with the competition, Zara has three distinctions: vertical integration to achieve a faster turnaround time; rapid expansion; and use of the store as the main tool for promotion, with low spend on advertising. This company offered a product design and quality, low price. In addition, resources and competences have allowed develop a different business model, where all processes from product design, to manufacturing, distribution and sales are carried out within the same organization. Key words: Strategic Management, Strategy, External Environment, Michael Porter’s Generic Strategies, Vertical Integration, Balanced Scorecard, Globalization Culture Introduction Company Background Four letters that make up a fashion brand known around the world. Zara is a Spanish brand of clothing and accessories and the foundation of Inditex’s success as well as their first retail format. Inditex S.A. is a Spanish multinational group of textile manufacturing and distribution established in 1975 in...

Words: 4852 - Pages: 20

Premium Essay

Adfs

...Introduction In this proposal, we are going to enter into a new market with an existing product. In the case, we use UNIQLO as our topic. We try to analysis and prove UNIQLO to enter the Italy market. First of the proposal, we will analysis the existing products of UNIQLO with BCG matrix to see which products are belong to their relative segments. Then, we will analysis the company’s internal and company’s external. We use marketing assets such as Value Chain, PLC and Marketing Mix to find out the company internal situation to see whether the company has a standardized product. On the other hand, we use PESTLE framework or SWOT analysis to analysis the company external situation. Moreover, we will analysis the new market: Italy in different aspects: accessibility, profitability, market size and competition. Finally, we will make the conclusion to see whether UNIQLO can enter Italy. Company background UNIQLO was founded in 2 September 1984 in Japan by Tadashi Yanai and enter Hong Kong in 31 March 2005. Their full name of the brand was UNIQLO Hong Kong Limited. In 1984, the first UNIQLO store was opened in Hiroshima, Japan. Since then, the brand has evolved from a chain of roadside stores to an international leader in style, quality and fun. UNIQLO clothing is made for all with highly finished elements of style in cloths that suit your values wherever you live. This unique concept sets us apart from apparel companies whose sole purpose is the pursuit of fashion trends. Until...

Words: 1683 - Pages: 7

Premium Essay

Marketing Priciples

...Marketing Principles All organisations will use some sort of marketing. Marketing is there so an organisation can find out what their customers’ needs are, and how these can be met.     In this manual I will be talking about John Lewis Marketing process. Having a good marketing department can help the John Lewis keep costs down. If the correct process is taken for marketing, it will eliminate the guessing and forecasting that are linked with trying to predict product trends and consumers demand for goods or services. when the organisation knows what they customers wants, they will all be able to provide the right type of product or service and will always have customers ready to purchase.    All so having a good marketing department or team, will help a John Lewis build a loyal customer base and help with repeat custom. This is called brand loyalty; it is one of the main advantages of having a good marketing team.    Marketing is usually defined as a process that identifies and predicts what the customer wants and then trying to satisfying the customers’ needs and making a profit by doing this.   Every business or organisation will follow marketing plan or a marketing process. The marketing plan will serve as a wide range plan which will outline the organisations marketing efforts.     Using the marketing process, John Lewis will have to find out what their customers want and what their needs are and what the business can do to meet their needs and demands. The...

Words: 3911 - Pages: 16

Free Essay

International Management

...Abstract……………………………………………………………………………………......3 Research Methodology..………………………………………………………………………3 Limitations ……………………………………………………………………………………3 About MANGO………………………………………………………………………………..3 Introduction (Peru an Emerging Economy)…………………………………………………4 Ease of Doing Business……………………………………………………………………….5 Market Attractiveness of Per (PESTEL Analysis)…………………………………………...6 o o o o o o Political analysis………………………………………………………………………………7 Economical Analysis…………………………………………………………………………..9 Socio-Cultural Analysis……………………………………………………………...............13 Technology Analysis………………………………………………………………................17 Environment Analysis………………………………………………………………………..18 Legal Analysis………………………………………………………………………………..19 Entry and Evaluation of MANGO in the Peru Market…………………………………….21 SWOT Analysis………………………………………………………………………………24 Ethics & Corporate Social Responsibilities…………………………………………………28 PESTEL Analysis on Peru Fashion Industry (MANGO)………………………………….28 CSR for Retail fashion Industries…………………………………………………………...29 Conclusion…………………………………………………………………………………...33 Bibliography…………………………………………………………………………………34 2|Page Saurabh Mallick (10269890) Abstract This report insights the PESTEL analysis done on the country Peru, in context to fashion retail brand MANGO. Research Methodology Every one of the sources utilized for examination are valid and trusted sources. The majority of the research is done by utilizing the DBS library assets and World Bank data. For organization data, organization's official...

Words: 5927 - Pages: 24

Premium Essay

Marketing

...Marketing Principles HND in business management NAME:KABITA MAHARJAN ID NUMBER:859549 ASSIGNMENT:1St Submitted to : Zara Bhokhari Date of submission :31st march Contents 1.o Introduction......................................................................................................................3 1.1Definitions...................................................................................................................3 2.o Background of BP.............................................................................................3 2. 1Marketing orientation ….................................................................................3&4 2.2Advantages disadvantages.....................................................................................4 3.o Marketing processing................................................................................................4&5 4.o PESTLE …...........................................................................................................5&6 5.o SWOT …..............................................................................................................6&7 6.o Segmentation..............................................................................................................7&8 6.1 Targeting.......................................................................................................... 6.2Positioning...

Words: 2436 - Pages: 10

Free Essay

Organisation and Business

...Primark is one of UK’s largest clothing retail stores with a reported revenues of £4,273 million, the store was first established in Ireland in 1969. Over the past ten years Primark has become extremely successful with its expansions into the United Kingdom where 165 stores are now available and more than 250 stores around Europe (Wood 2014). Earlier this year, Primark’s parent company announced its intention to enter the US market with a first store opening in Boston MA in 2015, the opening will be shortly followed by another ten new stores across the country (smith 2014). This can be a risky strategy as the shift towards a more globalised market means companies who have been successful in their home market (such as Primark) will find themselves competing with foreign businesses which are much bigger and more successful. However, International expansion offers businesses the opportunity to become recognised on a global scale, for example, companies such as Coco Cola, McDonalds and Microsoft could not have achieved global leadership within their industry without expanding abroad, therefore International expansion offers international reputation which is necessary when wanting to become a leader. Internationalization Theory The Uppsala model (a.k.a the Stage Model) is an important theory that explains how firms expand abroad, under this model, internationalization is seen as an incremental process whereby firms increase their international involvement in a stepwise manner...

Words: 2648 - Pages: 11

Premium Essay

Uniqlo Case

...Introduction This project is about Uniqlo Co., Ltd. enter the new market which is Vietnam in ASEAN(ASEAN FTA 2012). Uniqlo Co., Ltd. is a Japanese casual wear retail company. It not only retails casual clothing but also design and manufacture their own product. Around the world there is over 1,400 Uniqlo retail store (Fast Retailing 2014). Uniqlo set up the design studio in New York and joint venture with South Korea's Lotte Shopping Co., Ltd. to expand the business , these kind of international expanding business action has been undergoing since 2004 (Fast Retailing 2010). From 2011 to 2012, Uniqlo keeps to expand the business and involve more international activities. In recent years, Uniqlo entered the East South Asia market such as Thailand, Philippines and Malaysia(Fast Retailing 2013). This is the trend of Uniqlo expands the business to East South Asia countries. Base on Porter's Generic Strategies there is four strategies segment they are differentiation, overall cost leadership, focused differentiation and focused cost leadership (Porter 1980). Uniqlo invested a lot of factories in different developing countries. Uniqlo is finding the low cost production process in those countries and their products are targeted to broad segment. levitt claimed that when business enters to other market with no change on the product or service it is standardization, adaptation is there have change to adapt the local market needs (Levitt 1983). Uniqlo business is mixed with standardization...

Words: 2247 - Pages: 9

Free Essay

Strategic Management

...MIDDLESEX DUBAI | Luxury Fashion Industry | ALE 3 Alternative Assessment | | Shaista Rehman – M00223578Said Hayat – M00290099Jad Aoun – M00282219 | April 3, 2011 | A report for MBA4641 – Dr. Cedwyn Fernandes Word Count: 3629 | CONTENTS INTRODUCTION 3 PESTEL ANALYSIS AND THE MAIN CHARACTERISTICS OF THE LUXURY FASHION 4 MARKET SEGMENTATION 8 Haute Couture- Luxury Brand 9 High Fashion - High Cost 10 Exclusive Expensive Haute Couture Fabrics 10 Ready-to-Wear (RTM) - Designer Brands: 11 Diffusion / Designer and Premium Brands 11 Upper Bridge / Premium Brands 11 Mass / Retailers: 12 Segment Analysis: Haute Couture & Ready-to-Wear 12 Buyer’s Power - Moderately Weak 13 Supplier’s Power - Weak 13 New Entrants - Moderately Weak 14 Competition from Substitutes - Weak 14 Rivalry Between Establish Brands - Moderately Strong 15 Conclusion 15 References 17 INTRODUCTION The luxury fashion industry is a global multi-billion dollar business, and employs large numbers of people with different talents and skills to bring luxury style apparel to the customers. The global luxury fashion sector is estimated to be worth US$130 billion and the sector is one of the few industrial segments that have remained a constant world economy contributor with an annual growth rate of approximately 20 per cent (Okonkwo, 2007). Although the fashion industry developed first in Europe and America, today it is an international and highly globalized industry...

Words: 3672 - Pages: 15

Premium Essay

Course Work: Pestle Analysis

...BUSINESS ENVIRONEMENT Course Work: PESTLE ANALYSIS "Vesan" Ltd. was established in 1999[1] with scope of business activity "internal and foreign trade, agency and marketing deals with intellectual property and real estate re barter and other specific foreign operations, transportation, forwarding, warehousing, commission and advertising business, commercial representation and intermediation of Bulgarian and foreign natural and legal persons performing any services in marketing and information services, and any other activity that is not prohibited by law." The company is registered in the Commercial Register to Register Agency with unique identification number: 831714531 (Bulgaria, 2012). The Vesan’s headquarter and management address is located in Sofia, 127 "Maria Louisa" blvd.[2] (Vesan, 2012) The company has specialized in the supply of heating fuel for homes, offices and factories, but also in the supply of automotive fuel. To perform high quality work, the company has six tank cars with a capacity of 6,000 to 13,000 RT with which makes the delivery of fuel even in inaccessible places. Furthermore, in the territory of Kazichene office there is a gas station that serves the tank company and external customers as well. The mission of "Vesan" Ltd. is associated with satisfying the needs of consumers, by delivering fuels at the right place at the right time. Commercial organization contributes to the evolution...

Words: 2645 - Pages: 11

Premium Essay

Lvmh's Diversification Strategy Into Luxury Goods

...TABLE OF CONTENTS 1.0 EXECUTIVE SUMMARY3 2.0 INTRODUCTION3 2.1 Background to Organization3 3.0 ANALYSIS3 3.1 Porters 5 Forces (Model of Competition)3 3.2 PESTEL (External Analysis)5 3.3 SWOT6 4.0 KEY FINDINGS OF ANALYSIS/PROBLEM IDENTIFICATION/ KEY STRATEGIC CONCERNS6 4.1 Vertical Integration6 4.2 Diversification7 5.0 POSSIBLE SOLUTIONS & STRATEGIES.8 7.0 CONCLUSION9 8.0 APPENDICES11 Appendix 1: Porters 5 Forces11 Appendix 3: Luxury Goods Group & Brands Top Ten Competitors13 Appendix 4: Industry Map*.14 Appendix 5: Financial Performance14 Appendix 6: PESTLE Analysis15 Appendix 7: SWOT Analysis16 Appendix 8: Evaluating industry Attractiveness and Competitive strength19 Appendix 9: A Nine Cell Industry Attractiveness-Competitive Matrix20 Appendix 10: Cross Business Strategic Fits20 Appendix 11: Evaluating the Strategy of a Diversified Company21 Appendix 12: LVMH's Timeline of Mergers and Acquisitions24 9.0 REFERENCES25 1.0 Executive Summary The aim of this paper is to discuss the key strategic issues that LVMH face and establish some future recommendations that can be implemented in order for LVMH to remain successful in the luxury industry. In order to determine the key strategic issues a number of analysis tools were applied to the case study; they include Porter's 5 forces model, SWOT analysis and PESTEL. It was found that the key strategic issues that LVMH face centred on diversification and vertical integration. A number of strategies have been proposed to offer some...

Words: 5802 - Pages: 24

Premium Essay

Marketing Strategy

...Economy Academic year 2012/2013 ASSIGNMENT OF DIPLOMA THESIS For: Mladenović Dušan Field: Business Management Title: Marketing plan Principles of t h e s i s w r i t i n g: Objective of the thesis: The main objectives of the thesis are to analyse present market situation of the chosen company concerning its marketing management problem, to analyse the market and to develop marketing plan according the results of analyses. Approach and methods used: 1. Literature search on all relevant topics (marketing strategy, marketing plan, market analyses etc.), 2. current situation and market analyses, 3. proposals of marketing plan. Methods: All relevant methods of market and marketing analysis and market research, e.g. SWOT analysis, survey, interview. Page 11 of 117 Faculty of Economics and Administration | Masaryk University Marketing plan | Yugomar d.o.o. The extent of graphical works: according to the supervisor's guidelines the assumption is about 10 charts and graphs The thesis length...

Words: 31857 - Pages: 128