This initial statement is a plan to disclose the intention of beginning a Zara Store in within a new market. Zara is an international retail company that deals in clothing and accessories. The company is based in Spain and was founded in 1975. Currently it has several stores in different parts of the world especially Europe and the Middle East where majority of its stores are located. Zara being a successful company within the area of clothing and accessories, it can easily develop a new product and make impressive sales in short time. There are number of brands and the company sales in its stores including the famous pull and bear, and Massimo Dutti . Each year, the company launches new designs of cloths to keep up with the trend in the fashion industry and to deliver the needs and wants of its customers. The designs are based on both local and worldwide fashion trends.
Because the company has established a well known brand in the fashion industry worldwide, opening another store in any new market will not be a big issue for the company. It is for this reason that the company should open a new store in Melbourne Australia to expand its market. Currently, the customers within this particular target market are offered with a variety of attire to choose from, many local and international brands are already available in the market. Considering the fact that Melbourne is such a diverse place, it would be nice to give the dwellers a taste of indigenous fashion and clothing material from other parts of the world .
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Application of different tools such as CAGE framework and market entry strategies id different developing & developed economies and evaluating the success of Zara in India
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Application of different tools such as CAGE framework and market entry strategies id different developing & developed economies and evaluating the success of Zara in India
This presentation made by me on Brand Zara while studying for the brand study project. I choose Zara because it has been conquering THE FASHION WORLD in its own way...!
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
HBR Case Study - Fashion retailer ZARA has achieved spectacular growth via a distinctive design-on-demand operating model. This case describes this model and outlines a number of challenges facing the company, with a particular emphasis on its international expansion. Includes color exhibits.
The project is a study on how Vertical Integration as a supply chain strategy has worked for Zara in emerging as a fast fashion system. It also focuses on analyzing the competitive advantages and the challenges of implementing Vertical Integration for Zara.
zara marketing , brand position , strategy , swot analysis , Target, Price and Vision,objective, macro and micro factors , PORTERS 5 FORCE MODEL , projection , sales, production , communication
This report provides an analysis regarding the identification and evaluation of the strategies that H&M might adopt for increasing its investments and growth by utilizing BCG model and for prioritizing the investments by exploiting GE McKinsey, Ashridge model and the analysis from the strategic review. Moreover, for the growth of the company, among the available frameworks, the one of Blue Ocean Strategy was implemented because a free space of innovation was identified. Furthermore, H&Mâs internationalization opportunities were found by assessing the attractiveness of the market through PESTEL analysis, CAGE framework and competitive characteristics. Finally, the report provides a detailed analysis for areas of internal improvements, what the company should plan for developing them and how is going to supervise the process.
this presentation is about the supply chain of worlds leading apparel manufacturer ZARA and specially about it SUPPLY CHAIN. me and my colleagues have presented about the values, supply chain partners, KPI's(key performance indicators) and lot of supply chain related details n this presentation
Dissertation International Marketing Management SampleDissertationFirst
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Dissertation International Marketing Management Sample:
'Textile Component' is a UK based company and successfully operating its transactions from many years. The company produces and sell components and parts to other textile manufacturing industry. The major products of the firms are buttons, zips and fasteners for the clothing as well as garments. As the organization has achieved success and because of the recent trends in globalization, textile component decided to expand their market and increase their global reach. Internationalization of business is not considered as an easy task. Many challenges and hurdles come across in this context. Organization need to adopt many practices and strategies to perform better and effectively in the international market (Johnson and Turner, 2009).
The main purpose of this report is to prepare an entry plan for international markets in regards with the textile components. The report will also investigate various factors that influence the entry mode of company in to the global market along with the potential barriers that might hinders the expansion of the firm (Globalization - Economic Dimension, 2006). Various marketing strategies in order to enter in the international market are also being explored by the researcher.
In the conclusion part of the report various recommendations for adequate marketing strategy for textile components is also mentioned which provide an aid to the firm to expand their business in the global market.
This presentation made by me on Brand Zara while studying for the brand study project. I choose Zara because it has been conquering THE FASHION WORLD in its own way...!
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
HBR Case Study - Fashion retailer ZARA has achieved spectacular growth via a distinctive design-on-demand operating model. This case describes this model and outlines a number of challenges facing the company, with a particular emphasis on its international expansion. Includes color exhibits.
The project is a study on how Vertical Integration as a supply chain strategy has worked for Zara in emerging as a fast fashion system. It also focuses on analyzing the competitive advantages and the challenges of implementing Vertical Integration for Zara.
zara marketing , brand position , strategy , swot analysis , Target, Price and Vision,objective, macro and micro factors , PORTERS 5 FORCE MODEL , projection , sales, production , communication
This report provides an analysis regarding the identification and evaluation of the strategies that H&M might adopt for increasing its investments and growth by utilizing BCG model and for prioritizing the investments by exploiting GE McKinsey, Ashridge model and the analysis from the strategic review. Moreover, for the growth of the company, among the available frameworks, the one of Blue Ocean Strategy was implemented because a free space of innovation was identified. Furthermore, H&Mâs internationalization opportunities were found by assessing the attractiveness of the market through PESTEL analysis, CAGE framework and competitive characteristics. Finally, the report provides a detailed analysis for areas of internal improvements, what the company should plan for developing them and how is going to supervise the process.
this presentation is about the supply chain of worlds leading apparel manufacturer ZARA and specially about it SUPPLY CHAIN. me and my colleagues have presented about the values, supply chain partners, KPI's(key performance indicators) and lot of supply chain related details n this presentation
Dissertation International Marketing Management SampleDissertationFirst
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Dissertation International Marketing Management Sample:
'Textile Component' is a UK based company and successfully operating its transactions from many years. The company produces and sell components and parts to other textile manufacturing industry. The major products of the firms are buttons, zips and fasteners for the clothing as well as garments. As the organization has achieved success and because of the recent trends in globalization, textile component decided to expand their market and increase their global reach. Internationalization of business is not considered as an easy task. Many challenges and hurdles come across in this context. Organization need to adopt many practices and strategies to perform better and effectively in the international market (Johnson and Turner, 2009).
The main purpose of this report is to prepare an entry plan for international markets in regards with the textile components. The report will also investigate various factors that influence the entry mode of company in to the global market along with the potential barriers that might hinders the expansion of the firm (Globalization - Economic Dimension, 2006). Various marketing strategies in order to enter in the international market are also being explored by the researcher.
In the conclusion part of the report various recommendations for adequate marketing strategy for textile components is also mentioned which provide an aid to the firm to expand their business in the global market.
International Business Strategy Material as per Bharathiar University Syllab...JisjissyChandran
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Unit I;International Business,MNC,FDI
Unit II:International Finance,Economic Integration etc
Unit III:Human Resource Management Strategy etc
Unit IV:Corporate Strategy,Doing Business in Japan etc
Unit V:International Joint Venture, Challenges of International Business
International Business Actions Internationalisation T.docxmariuse18nolet
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International Business: Actions
Internationalisation Theories and Practices (I)
Business College
School of Management
Key Questions
What approaches to global strategy do firms take?How do organisations internationalise? How does international business manage its internal operations globally? How does international business manage its external operations (e.g. relationship with the host country/communities)?
Key Learning ObjectiveThis session will help you to understand the concepts of:
1) Michael E. Porterâs Diamond Model
2) Global Strategy â Ghosal & Nohria Matrix
3) Born Global Concept
Michael E. Porterâs Diamond ModelPorter argues that nations can create factors that promote competitive advantage of nations as well as stronger level of FDI.
RMIT University
School of Management
*
School of Management
Examples of National competitive AdvantagesAbundant, low-cost labor in ChinaMass of IT workers in IndiaHuge reserves of bauxite in AustraliaAbundant agricultural land in the USAOil in Saudi Arabia
RMIT University
School of Management
*
School of Management
Michael E. Porterâs Diamond Model
RMIT University
School of Management
*
School of Management
Michael Porterâs Diamond Model:
Sources of National Competitive Advantage
Firm strategy, structure, and rivalry â the presence of strong competitors at home serves as a national competitive advantage
Factor conditions â labour, natural resources, capital, technology, entrepreneurship, and know how
Demand conditions at home â the strengths and sophistication of customer demand
Related and supporting industries â availability of clusters of suppliers and complementary firms with distinctive competences
RMIT University
School of Management
*
School of Management
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Industrial ClustersA concentration of suppliers and supporting firms from the same industry located within the same geographic area
Examples include: the Silicon Valley, fashion cluster in northern Italy, pharma cluster in Switzerland, footwear industry in Pusan, South Korea, and the IT industry in Bangalore, India
Can serve as a nationâs export platform
RMIT University
School of Management
*
School of Management
National PolicyProactive economic development plan enacted by the government to nurture or support promising industries sectors. Typical initiatives:
Tax incentives
Investment incentives
Monetary and fiscal policies
Rigorous educational systems
Investment in national infrastructure
Strong legal and regulatory systems(Examples: Japan, Dubai, and Ireland)
RMIT University
School of Management
*
School of Management
Activity 1: Diamond ModelPlease discuss the concept of Porterâs diamond model and apply it to one industry in one country.
RMIT University
School of Management
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School of Management
Bartlett and Ghoshalâs Model of Internationalization Strategy
RMIT University
School of Management
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School of Management
Source: Adapted from Bartlett and Ghoshal (1991)., Managing Acrocc Border, Harvar.
Animation is done by displaying a series of frames of pictures using a wide range of 2D and 3D software. For 2D animation, Tupi, Ajax Animator, Pencil2D, Express Animator, Pivot Stickfigure Animator and TVPaint software are used. However, for 3D animation, Shade 3D, LightWave 3D, K-3D, Autodesk 3ds Max and 3D Movie Maker software are preferred. As a technique, animation began in the 1960s following its introduction by Frank W. Sinden, Michael Noll, Kenneth C. Knowlton, and Edward Zajac. Later, in 1973, animation was used in the production of the film Westworld.
For more information : http://assignmentstudio.net
Enterprise Architecture (EA) has many definitions, school of thoughts and perspectives. According
to Buchanan (2010) EA is a strategic planning process that translates the business vision of an
enterprise and its strategy into enterprise change.
http://assignmentstudio.net
Farm bank is an old bank that is located at the marketing center. The bank experimented to modernize its system, but there are some problems with the new system that could create difficulties and hurdles in proper implementation and execution.
Bakers Delight is one of the most successful bakery franchise in Australia with around 700 bakeries around the globe. The major focused areas of their operations are Newzeland, Australia and Canada.
The origination of the name âBakers Delightâ is from the belief that every baker and customer will be delighted by their product. The service they provide is good enough to delight the customers about the product, while in case of baker the product he bakes, he should be delighted about it. Bakers Delight culture and practises revolves around the same belief.
Firm Strategy for Global or Multi-domestic OrganizationsAssignment Studio
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Firms are utilizing and adopting several strategies as per nature of their business to accomplish mission and vision. In this report, several global strategies have been explored and the applications and practical implications have also been compared with a global firm. The operations of IKEA have been studied to see the outcomes of global strategy in its operations.
Development communication is defined as knowledge sharing and using communication to promote development through formulation of strategy and policies. Development communication also means a systematic collaboration and exchange of information leading to the mutual benefits of all the parties. Communication (knowledge sharing and transfer of ideas), of any kind, plays an important role in development of nations now days.
During the past few decades, Pizza Hut has been able to develop an excellent reputation in the minds of consumers. The reputation helped in achieving respect from the experts within the industry and its consumers. Pizza Hut believed in providing value to its customers. This value includes great service experience, maintained quality and continuous innovation with their offerings. Pizza Hut is a brand which has changed the mindset. Pizza being an specialty as Italian product, has now transformed into the mass market product . The quality of the brand relies on the employees objectives too. The objectives of employees at Pizza Hut are aligned with the organizational goals, resulting with an acceleration in the growth platform of Pizza Hut.
Participation in the budgeting process is often hailed as a motivator for improved performance outcomes, however, some authors have suggested that forced participation may fail to empower or motivate employees and may even result in a diminution in performance.
Job satisfaction has received substantial attention from both researchers and practitioners due to its significance in achieving organisational goals in the private and public sectors. Researchers in the human resource field have long probed the relationship between variables related to job satisfaction and employee performance (Locke, 1976; Currall, et al, 2005; Qureshi et al.,2011; Rehman & Waheed ,2011; Rehman, 2012), and productivity ( (Marks, 2006; Bataineh ,2011). However, there is little agreement on how contributory factors play a significant role in job satisfaction (Elding, Tobias, & Walker, 2006).
CONSUMER BEHAVIOUR ANALYSIS OF âSMART PHONE USERSâAssignment Studio
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Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his âimpression management theoryâ, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumerâs behavioral traits is âreflexivityâ by which a customerâs response and reaction can be analyzed by his past experience.
In the last few decades the way information is being shared has been changed a lot, freely sharing of information and pervasiveness of the internet have created various new opportunities for teaching and learning (Martin. F, 2012). There is a growing concern that such technology provide a convergence between on and off-campus teaching and learning however this convergence takes some strong consideration of the limitation among the off campus learners
The role of Information System is very significant in todayâs competitive environment for the sake of protecting the core capability of any company. Information System helps the official stakeholders of the organization by providing them reliable updates and helps the industries where immediate updates are very crucial; some of these industries are travelling services, stock exchange, banking and the like. Almost all the companies are now investing in to Information System in order to reap the core benefits that it offers. However, these investments do not always end up be reaping benefits; risk is definitely involved in this case and âfailuresâ are unfortunately a part of this very field. Researchers have tried to come up with the major causes for these failures; even academicians have put in their efforts to do so. However, none of them has been able to resolve this complex mystery.
The organizations can bring beneficial information through data technologies like Y2k, Bubble etc. There are many other benefits of these technologies, like they can help in utilizing and analyzing the information more comfortably and generate accurate financial reports within the organization. With the application of modern technology and automated systems, employees, stakeholders and consumers can be protected, because these systems help in making genuine report design. Organizations can maintain information system such as record keeping system on any Oracle or SQL server program. In order to avoid misuse of the data and analysis recorded in the system, the U.S designed SOX law procedures in July 2002 that needed to be followed.
Parlynet 2002 Project was the IT project for the Victorian Parliament. It was rolled out in 2003 and just after the roll out, the users started facing the problems in terms of log in problems, opening of electronic files and the slow process of the software. Keeping in mind the problems analysis is being done to check the issues related to the problems due to which the project was failed. During the analysis it was observed that the project team did not follow the correct procedures of project management, they did not follow the hierarchy, and job responsibilities were not divided and so on and so forth. Therefore the recommendations are made based on the analysis of the project on what should the project management do in order to rectify the issues related to the Parlynet.
Acme Consulting is one of the leading strategy consulting firms that represent a team of top class consultants. The company is observing lack of efficient solutions due to disperse important information. Various policies can be defined as a high level overall plan, emphasizing on the general goals and involves acceptable procedures". In general terms, it is accepted that in any organization the general information security policies should be the basis for its information security program (Long) Especially in financial service providing companies, the need for sensible policies are growing every day, more and more companies are going global with the new mindset and strategies. In this paper we will discuss different issues that the company is facing and what can be done to make the company more secure.
Internet and computers have changed working, communication, meeting and business requirements and conditions all over globe. Due to this high profile technology, everyone can share any activity that was unexpected and unimaginable few decades back. It was the imagination of people that they will live their lives in this manner and do their business quickly and imagination and dream has come true with the introduction of internet only. Modern society is now associated with internet and related technologies, over a quarter of the world's population is wired into the net and this number is growing every day
Brand loyalty refers to the extent by which consumers become faithful to a particular brand. This is expressed by their repeated purchases, regardless of the marketing pressure brought by other competing brands. In this case the customers will stick to that particular brand irrespective of the prices even if there are similar brands in the market. Brand loyalty is a consumer behavior depicted by loyal customers and will therefore be affected by personal preferences. In this regard therefore, brand loyalty will have an effect on purchases made of the product. It may also affect the customerâs ability to decide whether or not to buy that particular product. This essay therefore, is based on the influence brand loyalty has on the customer behavior and the product. The relationship between brand loyalty and customer preference has made companies to use different strategies to cultivate and get the attention of loyal customers. Some of these strategies include: the use of loyalty programs (e.g. rewards) or trials and incentives. The main argument in this paper is therefore, geared towards answering the question: Is the use of rewards and loyalty cards an effective way to build brand loyalty?
Bliss Travels Marketing Plan and Implementation strategies .Assignment Studio
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Bliss Travels has been started providing services in travel and tours related services including ticketing and reservations, overseas tours/holiday packagers, cruise holidays, worldwide hotel reservations, overseas airport transfers & rail tickets, travel insurance etc. This company has acquired all those resources that are useful to run Bliss Travels for a long time. After developing all departments such as financial, administration, marketing, operational and human resource, it is now looking forward to attract and retain potential customers.
A System to record and document cybercrime incidents for middle east countri...Assignment Studio
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Currently, cyber crime is one of the biggest issues in the discussion and because of these crimes, several companies, people and government institutes are greatly affected negatively. In the advanced countries like U.S, Australia, and Canada there are proper agencies who are operating against this crime. This speedily rising and emerging crime is known as cybercrime including various types such as malware, viruses, ATMâs and credit card frauds. There are many categories of cybercrimes and different types of entities are affected due to these crimes.
The purpose of this report is to recommend a selection process model for selecting one ERP software vendor out of three possible vendors for AutoNexus. The report includes different selection models and their advantages and disadvantages, the evaluation of the Software vendors and their softwares in terms of the selection models and recommendation of the model that best suits the situation.
Memorandum Of Association Constitution of Company.pptseri bangash
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Putting the SPARK into Virtual Training.pptxCynthia Clay
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.đ¤Ż
We will dig deeper into:
1. How to capture video testimonials that convert from your audience đĽ
2. How to leverage your testimonials to boost your sales đ˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đ
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
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Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website â www.pmday.org
Youtube â https://www.youtube.com/startuplviv
FB â https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, youâll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. 2
Contents
Introduction:...................................................................................................................................5
Internationalization.......................................................................................................................6
Global Marketing for ZARA.........................................................................................................6
Definition of Marketing:............................................................................................................8
Value: .........................................................................................................................................8
INNOVATION................................................................................................................................9
One need a lot of ideas from a lot of different places.....................................................9
Move rapidly from design to market. .................................................................................9
Innovate all aspects of the business ...............................................................................10
Prototype and model quickly ............................................................................................10
Get fast feedback ...............................................................................................................10
Flatten the structure ...........................................................................................................10
Strategic goals ............................................................................................................................10
Operational Plan:........................................................................................................................11
Financial Plan .............................................................................................................................12
Forecast Revenue stream.....................................................................................................12
MARKETING STRATEGIES ....................................................................................................14
MARKETING PROGRAM .........................................................................................................14
Marketing Objectives:...............................................................................................................14
3. 3
Short term:.............................................................................................................................14
Long term: ...........................................................................................................................15
Strategy........................................................................................................................................15
Diversification......................................................................................................................15
PENETRATION STRATEGIES............................................................................................15
Product:................................................................................................................................16
Quality: .................................................................................................................................16
PRICING......................................................................................................................................16
PLACE..........................................................................................................................................16
PROMOTIONAL STRATEGY ..................................................................................................17
They aim to:.........................................................................................................................17
Loyalty Program .....................................................................................................................17
Objectives:...........................................................................................................................17
IMPLEMENTATION PLAN .......................................................................................................18
Supply chain and Logistic management.................................................................................19
Conclusion...................................................................................................................................21
Appendix......................................................................................................................................22
Reference List.............................................................................................................................25
5. 5
Introduction:
This initial statement is a plan to disclose the intention of beginning a Zara Store
in within a new market (Bhatia, 2000). Zara is an international retail company that deals
in clothing and accessories. The company is based in Spain and was founded in 1975.
Currently it has several stores in different parts of the world especially Europe and the
Middle East where majority of its stores are located. Zara being a successful company
within the area of clothing and accessories, it can easily develop a new product and
make impressive sales in short time. There are number of brands and the company
sales in its stores including the famous pull and bear, and Massimo Dutti (reference
required). Each year, the company launches new designs of cloths to keep up with the
trend in the fashion industry and to deliver the needs and wants of its customers. The
designs are based on both local and worldwide fashion trends.
Because the company has established a well known brand in the fashion industry
worldwide, opening another store in any new market will not be a big issue for the
company. It is for this reason that the company should open a new store in Melbourne
Australia to expand its market. Currently, the customers within this particular target
market are offered with a variety of attire to choose from, many local and international
brands are already available in the market. Considering the fact that Melbourne is such
a diverse place, it would be nice to give the dwellers a taste of indigenous fashion and
clothing material from other parts of the world (reference required).
6. 6
Internationalization
Businesses either small or large are rapidly being globalized because of various
reasons, extending a business internationally has now become very much desirable and
feasible in todayâs rapidly changing business environment (Mead, R (1994)). To make
such thing happen successful technology has played a major part in it. Businesses at
present need more than just well-made products and well designed services to succeed
in the global market. In order to compete and succeed internationally there are number
of factors to consider and look in to, most important decisions to make are market
selection and complete understanding of the economic, cultural and political
environment of these markets. Business managers, Owners, Stake holders and leaders
who are associate with Zara needs to be well aware of the challenges they might face if
they are willing to enter in to a completely new market, for this purpose top level
managers needs to have complete skills of managing functional areas such as
marketing and finance, promotions, interdependence of international markets, norms
that are part of other cultures and other risks associated to it (Mead, R (1994)).
Global Marketing for ZARA
Terminologies or phrases like global village and world economy turn out to be popular.
Marketing has become a complete subject and marketing has been developed into a
systematic plan since the global business existence. Even by companies like Zara it
requires proper planning and deep analysis of all the process that is going into
operation (FAO 1997)
7. 7
To make a business globalize requires planning, together with careful consideration to
global cultural and economical factors as well as likeness in products, price, marketing,
promotion, and other internal and external factors. Markets like Melbourne which is
culturally very much diversified, people of all backgrounds and cultures are present, the
company needs to be very innovative and creative to meet the needs of such
customers.
There are some external and internal factors that play very crucial role in global
marketing and can be a reason of success or downfall of an industry whether
developing or established. At first place there is need to comprehend the aspects that
could grow into internationalism and globalization (Crawford 1997).
Here we are going to demonstrate different factors that are part of external and internal
nature and have influence over marketing strategy when going global. There is a hell of
difference between national and international business strategies and advertising and
marketing plan.
A very interesting example to better understand the factor that hinders the global
marketing is the language difference, cultural norms and values. This is very common
when a European company like Zara launches its project offshore to the Western areas
(Crawford 1997).
Industry at a Glance:
The retail industry of Australia has seen several tough years, with overall cautious
consumers spending, lower prices, higher rents and most importantly global financial
crises, all playing important roles to driving revenue down by 0.7% (IBIS, 2012) This is
where Zara can take advantage, as itâs a well known brand for around the world with
exceptional supply chain in practice and selling products at comparatively cheap prices.
8. 8
Industry revenue is forecast to grow by 1.2% per annum to reach $12.9 billion in 2016-
17 (IBIS, 2012), which can be considered as a good positive sign for brands like Zara.
Definition of Marketing:
The procedure of building enduring interactions through planning, undertaking, and
handling the comprehension, price, marketing, and promoting and consortium of ideas,
products or services to create reasonable return that match specific and company
demands and goals (Carter n.d.) Marketing has a particular environment that is
comprises of various factors and has affect on the companyâs assessment and verdicts.
These factors are internal as well as external and require keen observation and
consideration while making any policy to carry on a project.
Internal (5M) External
Money Micro Macro (Pestel)
Management Customers Political
Manpower Competitors Environmental
Machinery Suppliers Socio-cultural
Material (raw) Public Technological
Ecological
Legal
Value:
The value of the store will be based on its clients, associates and ideologies. The clients
are the most important value for the Melbourne Zara store. It is the clients who will
9. 9
ensure that a culture of buying cloths and clothing materials from the store and all its
future franchises is built (Graebner, 2005). This will be achieved by ensuring that the
services offered by Zara must be of high quality. Zara Clothing Store is going to be a
large retail store, which is designed to provide middle class income earners with fashion
styled merchandise from Spain. The store will carry designer and quality clothes, which
will give access and convenience to men to wear modern and fashionable clothes.
Zara Clothing Store will be located in the Chadstone shopping centre, one of the most
busiest malls in Melbourne Australia. The mission of the project is to provide customers
with high quality and fashionable clothing and offering superior customer service
throughout and always remembering each customer may be a source of referral
business to the company.
INNOVATION
One need a lot of ideas from a lot of different places. The Zara design team based
in Europe consists of 350 people and they are charged with generating and delivering
18,000 new product designs a year â in other words, 360 a week, which is by far the
most design by any brand.
Designers at Zara do get inspire from books, magazines and other sources but their
main differentiation is that they take feedback from their customers and follow it, Our
customers tell us what they like and donât like. We attend shows and talks about fashion
to get ideas. It is an ongoing process.
Move rapidly from design to market. At Zara the initial idea origination to the store
shelf takes less than four weeks; they move far faster than their other competitors in the
local and international markets. They want to create waves and be ahead of the wave.
In addition, they put their products into 5,500 stores from Brisbane to Lisbon at just
about the same time. This is one of many areas where Zara is not only creative but at
the same time meet the demands of customers in a completely different way.
10. 10
Innovate all aspects of the business. Innovation at Zara does not apply only to
products but even to the whole process. The company has used creative approaches to
streamline and optimize manufacturing, supply chain management, data tracking,
inventory management, store layout and staff operations worldwide.
Prototype and model quickly. Designs and ideas are tested rapidly, before they
introduced in the market, at Zaraâs headquarters in Arteixo La Coruna, Spain there are
mock shops and 25 full-size shop windows with differing displays and lighting.
Get fast feedback. Store staff use wireless communications to relay information every
day back to the firmâs Spanish headquarters about sales and inventories, from all
around the world. Fast information about what is selling and what is not enables the
group to respond to the public mood and to quickly supply more of the most popular
designs to where they are needed. Even the customers feedback and suggestions are
taken seriously and if needed appropriate actions are taken. But even the top selling
fashions are discontinued after four weeks. Zara deliberately kills them in an act of
creative destruction.
Flatten the structure. Traditional fashion companies have hierarchical management
structures with many big egos getting involved in every decision. On the other hand,
company like Zara has a flat structure with designers empowered to make fast
decisions.
Strategic goals
11. 11
ďˇ Creating a highly innovative and unique products and services that will give Zara
an edge from its competitors.
ďˇ Providing good quality of products and services to all clienteles in order to create
a customer base and brand the store.
ďˇ Providing the perfect environment to all our associates in order to retain them
and get the best skills out of them.
ďˇ Controlling the cost of operation to ensure the organization meets its target profit
margin. The elements of operation that will be emphasized in order to meet this
goal include: accounts receivable and accounts payable, order taking, receiving,
purchase, and storage.
ďˇ The average target sales for this first fiscal year is $800,000; achieved by
keeping the labor within small range of the total sales and which would translate
to a higher gross margin
Operational Plan:
General operating hours and personnel
Days Timings
Monday 9:00 am â 5:30 pm
Tuesday 9:00 am â 5:30 pm
Wednesday 9:00 am â 5:30 pm
Thursday 9:00 am â 9:00 pm
Friday 9:00 am â 9:00 pm
Saturday 9:00 am â 5:00 pm
12. 12
Sunday 10:00 am â 5:00 pm
The starting work force will consist of Store manager, two assistant managers
(one for each floor), Mentors (who will help assistant managers) sales personnel,
supervisor, account officers, IT personnel and the top management. Selection for
appointment of the each member of staff will follow through evaluation criteria in order
to select the most qualified candidates (Wheelright & Clark, 1992). The lower rank
employees will work in shifts in order to observe the requirements of the labor laws.
Financial Plan
Validation of Key Assumption:
The financial forecast of the company will be modeled using CAPM (Capital Asset Price
Modelling) which consist of the real operating cost in both Australia and its base market.
The key variables have been validated through research and the experience gained by
the founders in establishing the business so far around the world.
ForecastRevenuestream
The overall business package provided by Zara will be based on following streams:
The following method will be used to set up promotion budget.
Since Zara will be new in market; therefore, methods used must be innovative and
going to use price skimming strategy. Therefore, this is how the budget has to be
divided:
13. 13
ďˇ Personal media that requires space over the internet and a website. It requires a
negligible cost.
ďˇ Non personal media requires most of the cost. The budget can be divided in
following way:
ďˇ 50% of the money has to be invested on advertising and broadcasting
expenses. The commercials can be of medium budget, where the company
can show the difference between before and after effects of using our product
or personal character execution strategy
ďˇ 25% of the expenses are for designing and publishing advertisements on
Sunday newspapers and other magazines
ďˇ 5% will be used for Social Media, which has become a very powerful media
nowadays
ďˇ The rest of the amount will be spent on direct selling. The right people with
the right set of skills will be hired according to the remaining budget
This means that the major cost will be used on media and publications. The costs for
the rest of the communication mediums are very minor.
Advertising 80%
Direct Selling 15%
Sales Promotions 5%
14. 14
MARKETING STRATEGIES
Some of the strategies that will be employed towards marketing include:
direct marketing, advertising, promotion, and person to person marketing. A budget for
implementing an effective marketing strategy within the first one year is $ 50,000.
MARKETING PROGRAM
Marketing Objectives:
Before the details of a marketing plan can be developed, objectives for the plan must be
stated (charles, 2008) The business function of marketing is important to Zara as it is a
strategy in which is implemented in order to achieve the business goals and promote
the product. Zara consider it as the heart of the success of their business mainly
because of the reasons that it include the promotion, product and the price of the good
and may also have control over operational areas such as finances and employees.
Zara should work on different marketing objectives which can be categorized under
short term objectives and long term objectives.
Short term:
ďˇ Attract more customers
ďˇ More awareness of Zara products in the local Australian market
ďˇ To be on the top
ďˇ To deliver the right and positive image of the company
ďˇ To be the first choice for its customers
15. 15
Long term:
ďˇ To be the market leader
ďˇ To open more and more branches all around Australia
ďˇ To associate and partnership with other companies, only if possible
ďˇ To offer more competitive and high quality products
Strategy
Diversification
Zara is known for its great designs and products that they provide to their customers.
Zara will include a variety of products in its store, like perfumes, handbags, and also will
target people of all age.
PENETRATION STRATEGIES
Before entering any country a company like Zara should and must decide on its strategy
on how to enter that particular country. According to Doole and Lowe (2001) company
objectives and expectations, size and financial resources, existing foreign market
involvement, skills, abilities and attitudes of management, the nature and power of the
competition, the nature of the product or service itself and the timing of the move
relative to competitors should be considered, as this will definitely play a key role in it.
Since Zara is a well known brand in the world fashion industry, the company wonât have
to work hard to penetrate in the market. Soon after their launch they will get a good
response from the market and from the very first year company will start making its
profit.
16. 16
The Marketing Mix is the combination of marketing strategies employed to achieve the goals of the
Marketing Plan (Kalb, 1995)
Product:
Zara products takes into consideration all of these factors that all come together to increase
the appeal of fashion products to its target market.
Quality: The quality of Zara products are high that are constantly managed, the raw
material used in the product are of good quality.
PRICING
Zara offers affordable prices for all its products which can easily be afford by all its
customers as they all can easily be afforded. Besides the average income of people in
Australia is normally high, as result majority of the people can afford to spend $40 to
$300 on its products. Zara use the cost plus margin method of calculating the price of their products.
This means calculating the total cost of production and adding a percentage (margin) for profit. This
includes taking into account rent, wages and prices of supplies.
PLACE
Places plays a significant role in the marketing of any product or service either locally or
internationally. Before opening any outlet it is very important that Zara should and must
take into consideration the aspect of the location that they are willing to open in the near
future. Some important aspect about location can be termed as:
The visibility of the location, Is the location is easily accessible? Is it in some mall or
main road?
17. 17
PROMOTIONAL STRATEGY
Promotional strategies are normally viewed as the way one communicates with their target market
(Stephen, 2003) Zara will use a number of promotional strategies in order to inform non-existing
customers about their new products, to keep the loyalty of their regular customers and to highlight
how great affordable their products are.
They aim to:
- Build positive relationships in the community with other businesses.
- Increase sales
- Drive traffic into store
- Tailor an offer to local community
Loyalty Program
Objectives:
ďˇ Encourage and reward customer loyalty
ďˇ To increase traffic in stores
18. 18
IMPLEMENTATION PLAN
Media Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Print Y Y Y
Radio Y Y Y Y
TV Y Y Y Y
Outdoors Y Y Y Y Y
Events Y Y Y Y Y Y Y Y
PR --------------------------------------------------------------------------------------------------
Online -----------------------------------------------------------------------------------------------
19. 19
Supply chain and Logistic management
In order to increase its capital base, the company needs to have an IPO after a specific
period of operation. An IPO is an equity stocks issue that is offered when a company
first initiates public trading of its shares. The valuation process for new private
companies occurs in two phases. The first phase is the pricing evaluation. The objective
of this phase is to determine the initial offering price for shares in the newly public
company. The second phase is the market evaluation. The results of this phase reflect
the actual worth of the new company based on the marketâs response to the companyâs
IPO (Lodato, 2008).
Supply chain is one of the key strengths at Zara, which must be managed well in order
to avoid the bullwhip effect in the supply chain process which occurs as the demand
order variability in the supply chain process is magnified as the company moves up the
supply chain. This bullwhip effect could cause inefficiencies in the operation process
which could create graver consequences to the company. However, this could easily be
remedied once its cause/s is/are identified which includes any of the following: demand
forecast updating, order batching, price fluctuation, or rationing and shortage gaming.
The supply chain management process encounters different problems and issues in its
operation. These issues cover the whole process from the strategic to the operational
level. Among the issues in the supply chain management process include network
planning, inventory control, supply contracts, distribution strategies, supply chain
integration, strategic partnering, outsourcing, procurement strategies, and product
design (Kotler & Fernando, 2003).
20. 20
Other issues concerning the process include network planning, supply chain
integration, strategic partnering, IT, Decision Support System, and training. Aside from
the internal issues surrounding the SCM process, there are also issues connected to
the different practices of SCM in different countries. For examples, the supply chain
management practice in Asia is considered to be more fragmented and less competitive
than its practice in United States and in Europe.
Using value stream mapping, it will study on the challenges and problems encountered
by SCM in a global context. This value stream uses all the necessary steps involved in
the supply chain process with the use of two streams or flow. These streams are the
flow of products and the flow of information. In that study, the three key elements in a
supply chain (process, people, and technology) are highlighted. Aside from that, the
concepts of logistics, inventory, and the customerâs needs must be given focus in the
creation of their corporate goals and programs. The main challenge of supply chain
management, is to keep up with the global demands of their customers, competitors,
and vendors. They are essential forces now as they gain power to dictate and take
control of the operation of a business in contrast to the trend before their suppliers have
the ability to dictate the process of shipping and accepting orders.
In terms of the demand and supply trends within the industry, Schwarz has listed some
of the issues and challenges that companies face pertain to supply chain management.
On the demand side, there are the issues of uneven growth, fragmentation, accelerated
volatility, and the importance of aftermarket (reference required). These are the issues
deal with the customers and the industry in general. This affects their ability and
capacity to purchase materials and products. On the supply side, the challenges that
21. 21
they are faced with differentiated outsourcing, low-cost country outsourcing, risk
management, and transparency/accountability. These issues must be monitored well
and solved so that firms would be able to avoid further problems and graver issues in
the future.
Conclusion
Zara is an international retail company that deals in clothing and accessories. The
company is based in Spain and was founded in 1975. Currently it has several stores in
different parts of the world especially Europe and the Middle East where the bulk of its
stores are located. Zara being a successful company within the area of clothing and
accessories, it can easily develop a new product and make impressive sales in short
time. There a number of brands and the company sales in its stores including the
famous pull and bear, and Massimo Dutti. Each year, the company launches new
designs of cloths to keep up with the trend in the fashion industry. The designs are
based on both local and worldwide fashion trends.
It is essential for the company to make accurate forecasts of the demand and
supply figures in order to maximize the process. Thus, a company must regularly
monitor the supply and demand for their products and make the most out of those
products. An automobile company could not possibly manufacture products more than
the demand in the market since this could cause some problems in warehousing. Thus,
the logistical distribution process of a company must be closely monitored.
22. 22
Because the company has built itself a brand well known within the worldwide
market, begin a store in a local market that it has not explored would be appropriate. It
is for this reason that the company should open a store in New York to expand its
production and sales. Currently, the customers within this particular target market are
not offered a variety of attire to choose from. Considering the fact that New York is such
a diverse place, it would be nice to give the dwellers a taste of indigenous fashion and
clothing material from other parts of the world.
The total amount of money that shall be needed to start the new store for its first year
will be $ 300,000. This amount includes $200,000 for startup capital and $100,000 for
operations reserves. In order to locate the target market, the store will be sited in
upstate New York which is also close to one of the up market residential areas. This will
ensure a 24/7 work flow during working days, weekends and holidays. To be more
specific, the store will be located near a business mall in New York with a continuous
streaming of shoppers and people in general (Clow and Baack, 2007). This is the
clothing store of this kind in this location as most of the clothing stores in New York do
sell exotic clothing (Cook, 2000).
Appendix
The role played by SCM in decreasing the inventories, gaining better services,
diminishing costs with inventory turns. Thus, keeping a good SCM must be observed at
all times by the firms (reference required). This is considered as one of the biggest
advantages of SCM as short term objectives in terms of increasing the firmâs
productivity and decreasing inventory and reducing the processâ lead time occur usually.
23. 23
Distribution management or transportation management is a decisive part of
international logistics and supply chain management. Based on the National Council of
Physical Distribution Management (NCPDM), physical distribution is a broad range of
activities which pertains to the efficient movement of the finished goods and products
from the end of the production line to the consumer. These activities include freight
transportation, warehousing, material handling, protective packaging, inventory control,
plant and warehouse site selection, order processing, market forecasting, and customer
service.
Strategic distribution is a competitive advantage that accrues generally from the
configuration of a distribution network (who, what, where, when) and, more specifically,
from the selection of partners (i.e. middlemen) who intermediate between the company
and the customer by performing necessary fulfilment and service activities.
Distribution also plays a major role in marketing and selling products to the end
customers. This is a major activity which affects the mode in which the consumers
receive the products that are manufactured and produced by a firm. The medium in
which products are delivered to the consumers are called distribution or marketing
channels (reference required). This is a set of interdependent organizations which are
involved in the process of making a product or service available for use or consumption
by the consumer or business user. The marketing channels are important for a
company for two reasons: (1) it affects every other marketing decisions, (2) it often
involves long-term commitments to other firms involving business-to-business relations
and are not as easy or as flexible to change as other marketing mix decisions
(reference required).
24. 24
Logistics has been defined in several ways. It may also pertain to different
things and can be associated with different aspects such as the military, civil
organizations, among others. This process includes the planning and control of
material flows and related information in organizations, both public and in private
sectors.
In simpler terms, it pertains to the process of delivering the right materials at the
right time in order to complete the production process. It is the supply chain process that
plans, implements, and controls the flow of goods or can also pertain to the
management of inventory, in rest or in motion.
Among these definitions given to logistics, the most popular is the one
which describes logistics as a process consisting of the seven R's: having the (1)
right product, in the (2) right quantity and the (3) right condition, at the (4) right
place, at the (5) right time, for the (6) right customer, at the (7) right price. The
most formal definition given for logistics was provided by the Council of Logistics
Management defining logistics as the process of planning, implementing, and
controlling the efficient, cost-effective flow, and storage of raw materials, in-
process inventory, finished goods, and related information from point of origin to
point of consumption for the purpose of conforming to customer requirements.
25. 25
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