It is a common use to partner up with local business to enter a foreign market.19 This entry form was used for large, competitive markets. Below-the-line advertising methods tend to be less expensive and more focused versus above-the-line strategies. May be customized to local needs.4.2 zara: A short company overview. Strong communication between head and regional office to local units is necessary for a smooth flow of processes in the company. On the downside, statistically speaking, a significant percentage of those viewers may not typify a companys target consumer. Symbolic meaning within fashion brands. Different cultures are of little importance in the process of Zaras internationalization. Catalogues and postcard mailings are still popular and effective marketing tools. This is followed by the main part, which examines the key aspects in the internationalization of Zara, namely: chronological and geographical sequence, role of culture, eprg scheme, entry strategies, timing and allocation, imgt model and the form of organization.
Kommentare, hausarbeiten hochladen, ihre Hausarbeit / Abschlussarbeit: - Publikation als eBook und Buch - Hohes Honorar auf die Verkufe - Fr Sie komplett kostenlos - mit isbn - Es dauert nur 5 Minuten - Jede Arbeit findet Leser. The last criteria of a geocentric orientated company can also be related to Zara management structure. When the bond is real between brand and influencer, audiences feel it, believe it, and buy into. Understanding Below-the-Line Advertising, below-the-line advertising seeks to reach consumers directly, instead of casting a wide net to reach mass audiences. The center of consideration are countries or regions characterized by internal homogeneity,.g. In Spain they started a, so called, long domestic market penetration, by opening 82 stores throughout the years.8. Ende der Leseprobe aus 4 Seiten - nach oben eBook fr nur 3,99, sofort herunterladen. While TV and radio ads tend to be pricy, direct mailing and search engine marketing are far more economical. Furthermore, below-the-line methods make it easier to track conversions with intended consumers.
As a recommended strategy I would implement Market penetration. The corporation should offer special, high-class packaging for those customers, who want to give the shirts away and also provide after-sales service in order to satisfy customer needs. List of Tables, list of Cited Literature 1 Introduction, this paper seeks to analyze the internationalization process of the Spanish fashion retailer Zara. Grin is your all-in-one relationship management platform for cultivating an authentic influencer networkand a more valuable brand. Own subsidiaries, joint venture and franchise. In the end there still needs to be the same message send to consumers in order to maintain a consisting brand image. Another component is the difference in language, time, currency and culture, what can cause a difference in price and promotion of the product assortment.
The last point that a company needs to take care of, is the needs of local people. Advantages of Below-the-Line Advertising, lower costs are arguably the biggest advantage of below-the-line advertising. Because of the fact, that the company has not a big to cover the costs for a public advertisement, Olymp has to keep on participating at fairs and using PR as an important instrument to create value and stay remained in people's minds. The Marketing strategy of the shirt manufacturer Olymp - Bezner KG has been performed successfully for many years; nevertheless there is always room for improvement and further development. The companys target is to sell global fashion for everybody, so the designers and managers try to keep up with the high fashion brands and trends and place them on the market as soon as possible at affordable prices, instead. Franchising is a type of license where a party acquires to allow them to have access to a franchisers proprietary knowledge, processes and trademarks in order to allow the party to sell a product or provide a service under the businesses' name.
In 2016 the firm opened 51 new stores, including new countries like Aruba, Nicaragua, Vietnam, New Zealand and Paraguay.7 The Brand created its image and success with the way it kept up with street fashion in the. Zaras pace of internationalization can be divided into two phases - The cautious expansion period and the aggressive expansion period. The company decided to first test their business model, acquire knowledge, built capacity and establish a competitive advantage before entering new markets. While planning the internationalization of a company into markets overseas the cultural aspects seems to be the most important part to consider. Olymp should concentrate on three main goals and objectives: First of all, they have to try to increase Market share and growth; the company is very successful in doing this, but there is still a lot of potential in this area. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing.
Arbeit zitieren Nina Leidiger (Autor), 2017, Internationalization Strategy of Fashion Retailer zara, Mnchen, Page:Imprint: grinverlagOHG, /document/393049 Kommentare Hausarbeiten hochladen Ihre Hausarbeit / Abschlussarbeit: - Publikation als eBook und Buch - Hohes Honorar auf die Verkufe -. On the other hand, email and search engine marketing precisely track the links consumers click, in order to provide businesses with more exacting details. Below-the-line marketing fosters superior customer engagement, which is critical in todays modern business landscape. It can be assumed that Zara is a geocentric orientated company because of the companys complexity and high mutual dependence. It describes four strategic orientations. Furthermore, Zara has universal and local standards as performance and control indicators, for example the standardized collection of clothes and accessories. On the other hand, as I mentioned before, Olymp must have the continuing ability to strengthen its position on the foreign market by opening more brand-exclusive stores like in Abu- Dhabi to become an opponent to be reckoned.
New designs can be placed into stores within a week or two as a result of a fast fashion concept and manufacturing in Europe. Illustration not visible in this excerpt. In most cases, below-the-line advertisers initially conduct extensive market research, in an effort to identify a target niche of buyers more likely to purchase the products. And finally Olymp has to improve its awareness level. Its brands include Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Zara Home. Only 10-15 of the collection is different in some countries. That's why the company should continue to pursue its strategy to open retail stores in big, well-known department stores as in the chain Lafayette in Paris. Similar level of purchasing power, comparable consumer structure. In addition, the way the products are presented in the retail shops should be retained: In- store corner concepts and other systems provide a high- quality impression and attracts customer interest.
Conversely, below-the-line advertising reaches fewer people but is more selective about its audience. Furthermore, the parent company and its foreign subsidiaries use management techniques that maximize the companys global efficiency17. LinkedIn, for example, allows marketers to target specific people with sidebar advertisements based on their profession or groups that they belong to on the website. Zara was founded in 1975, it became the flagship of Inditex. In addition to that the geographical identification is important. Own subsidiary is a common stock which is owned 100 by the parent company and only operates with its permission.18 Own subsidiary was chosen for most European markets and South American countries that were perceived risk and is Zaras most common entry form. For example, Germany was entered in a joint venture with Otto Versand.20 Zaras last form to enter a market is with a franchise store. New stores were only opened in geographically and physically close markets, such as Portugal (1988 France (1990 Malta (1995) and Cyprus (1996).
1.1 The Global Fashion and Retail Industry. 2.3 eprg Scheme, the eprg scheme is a leadership concept of the Perlmutter international venture. In some countries, it was difficult to acquire retail outlet property, in others there where obstacles with local companies. Todays consumers can spot a fake endorsement in one glance. Jin/Cedrola: Fashion Brand Internationalization, 2016.
In terms of communication policy, Olymp should enlarge its co- operations as it does with Lufthansa to increase the popularity and intensify the customer relationsip; in addition, sponsoring has to remain as an important means of communication, promotion and presence. Furthermore, Olymp has to build and enhance a strong customer relationship to increase customer benefits in orderto achieve customer satisfaction and loyalty, because this components lead to business success. The brand names are more relevant in fashion than in any other good according to that, the quality depends on the brand image.3 When a fashion company internationalizes it adds great complexity, because retailers need to understand other cultures and markets. Regiocentric refers to the increasing regionalization of the world economy. Im eBook lesen, marketing Case Studies SS 2010, case Studv Olvmp.