营销战略理论和案例研究.pptVIP

ZARA Who is ZARA? 1996 1997 1998 1999 2000 2001 2002 店铺数 进驻国家数 增加4倍 销售额 3,970 1,008 第六十三页，共八十八页。 ZARA The ZARA System All rights reserved @Global Marketing Team 2003 第六十四页，共八十八页。 ZARA The ZARA System SWOT PEST Key Success Factors Strength Speed Fast Manufacturing and Sourcing System Fast Response to the customers Zero Inventory System Expand to the World Distribution System Customization, Variety, Service Product (Latest Fashion Design) Master Franchise The way to sell and feedback Company Culture Weakness 中央集权式决定 Variety of Design工程速度的限制 Lack of ZARA’s Identity 第六十五页，共八十八页。 ZARA The Z