Zara Vs Mango

Étude de cas Marketing & marques Marketing mode

Date de publication :

28/04/2006

Langue :

Anglais

Format :

.doc

Nombre de pages :

42 pages

Niveau :

grand public

Consulté :

48 fois

Avis client :

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Analysis
1. Market/Industry analysis: clothes retailing
2. Company analysis
Marketing strategies
1. Expansion strategies
2. Marketing segmentation strategies
Marketing action plan
1. Product
2. Price
3. Promotion
4. Place
5. People
6. Process
7. Physical evidence

Résumé :

A few Spanish companies have succeeded into imposing themselves onto the clothes retailing market, internationally. Indeed, most Spanish companies in this market do not have sufficient income to expand internationally.

However, some of them have succeeded, surpassing the difficulties met. It is the case of zara and mango.
zara and mango are two Spanish multinationals, competitors on the clothing retailing market. They are direct competitors firstly in their home market, and now internationally.

We choose them because they are apparently similar but have some important differences in their marketing strategies such as advertising.
Moreover the situation of the clothes retailing market nowadays allowed them to take even more comparative advantages and market share.

Thus, we are going to study their particularities in this market, comparing them together and with their main competitors, and look at how they make their business a success. We will first of all take a glance at the clothes retailing market worldwide, and then study their strengths and weaknesses, their marketing strategies, segmentation and positioning, and, to finish, their marketing plan