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“ How did Zara Capture the Chinese Market? ” Damak Donia  杜宁 Marketing Management
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing Management? Marketing management   is the art and science   of  choosing target markets  and  getting ,  keeping , and  growing   customers  through creating,  delivering , and communicating superior  customer value .
From choosing target markets and building profitable relationships with them????? Questions to ask: ,[object Object],[object Object],[object Object],[object Object]
Target Marketing Market Segmentation: Divide the market into segments of customers
Value and Satisfaction If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 10 8 Expectation Performance 8 10
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overview
Business Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Around the world South America: 30 stores Africa: 41 stores Asia - Oceania: 7 stores Europe: 407 stores North America: 47 stores
The industry Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Environment: China case
Market attractiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],                                      
Learning from Competitors:  H&M and Esprit in China ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Esprit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],H&M Product Price Place Promotion
SWOT analysis: Threats and Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],Threats
Key Success Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Recommendations to Capture the Chinese Market
Business Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COMPANY COMPE- TITOR CUSTOMER COST/ SPEED VALUE/ SPEED VALUE / SPEED
Logistics Strategy ,[object Object],[object Object],[object Object]
Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Strategy
Thank You For Your Attention

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Zara是如何攻占中国市场的?marketing management,a spanish brand

  • 1. “ How did Zara Capture the Chinese Market? ” Damak Donia 杜宁 Marketing Management
  • 2.
  • 3. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting , keeping , and growing customers through creating, delivering , and communicating superior customer value .
  • 4.
  • 5. Target Marketing Market Segmentation: Divide the market into segments of customers
  • 6. Value and Satisfaction If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 10 8 Expectation Performance 8 10
  • 7.
  • 8.
  • 9. Around the world South America: 30 stores Africa: 41 stores Asia - Oceania: 7 stores Europe: 407 stores North America: 47 stores
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Strategic Recommendations to Capture the Chinese Market
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Thank You For Your Attention