ClubEnsayos.com - Ensayos de Calidad, Tareas y Monografias
Buscar

CASO ZARA INDITEX


Enviado por   •  4 de Diciembre de 2017  •  Trabajo  •  632 Palabras (3 Páginas)  •  1.057 Visitas

Página 1 de 3

[pic 1]

Sede de La chorrera

Nombre:

Génesis Brand

8-926-533

Entregado a:

Prof. Ramsés Díaz

Materia:

Comercio Internacional l

Caso ZARA

Fecha:

30/11/2017

Análisis de la situación

Zara nace en 1975 en Coruña, España es una de las principales tiendas de moda internacional que pertenece al grupo Inditex.

Desde sus inicios la cadena de tienda ZARA se ha distinguido por su fuerte orientación a satisfacer las necesidades del cliente; para esto cuenta con su propio modelo de desarrollo organizacional en el que desarrolla todas las fases del proceso de confección.

La misión de ZARA es mantenerse líder en el sector textil, crear su ropa adaptada a cada tipo de persona, la visión es expandirse a todas las ciudades del mundo para así convertirse en el máximo líder en el sector textil.

FODA

Fortalezas:

  • Se adaptan a los diferentes mercados competitivos.
  • Líder mundial del sector de distribución minorista.
  • Moda a precios bajos fabricada y distribuida con rapidez.
  • Eliminación de stocks y a su vez los costes que llevan consigo.
  • Segmentación de procesos.

Oportunidades

  • Expansión internacional.
  • Apertura de nuevos mercados al mundo de la moda.
  • Aumento de flujos migratorios.
  • Existencia de medios de información ágil, eficaz y eficiente.
  • Aumento de cuotas de ventas.

Debilidades

  • Inventarios que no cubren la totalidad de la demanda.
  • Grandes gastos de alquiler (ya que las tiendas están situadas en las ciudades más importante).
  • No hace publicidad ante su competencia.
  • No permite diseños de famosos o creadores conocidos.
  • Demasiada dependencia a la tecnología.

Amenazas

  • La existencia de otras empresas en el mercado.
  • Imitación de sus productos.
  • Crisis económica.
  • Gestión y financiación privada del sistema.
  • Condiciones de exclusividad de los concesionarios.

Problema Principal

El problema principal puede ser que no invierten en publicidad para dar a conocer su marca. Ya que su paradigma es que el no invertir en publicidad los hace

exclusivos.

Problema Secundario (5)

  • Carencia de talla en algunos artículos.
  • Distribución centralizada en España.
  • Canibalización de productos entre las marcas del grupo INDITEX.
  • Débil política de personal.
  • Falta de costumbre de los consumidores de consultar la moda y comprar por internet.

Preguntas del Caso

  1. ¿Qué teoría representa mejor la internacionalización de Zara (Inditex)

R: La mancha de aceite.

  1. Evalúe la estrategia competitiva de los tres líderes mundiales del mercado. ¿Cúal de los tres será el futuro líder en el mundo de la moda?

Zara:

  • Cuenta con 8 marcas.
  • Precios accesibles.
  • Controla los pasos de la logística.
  • Cuenta con fábricas propias.
  • 1,520 tiendas en 72 países.
  • Solo el 0,3% de la facturación (La tienda es la principal herramienta promocional).

Gap:

  • Control sobre el diseño, distribución y ventas de sus productos.
  • Marcas propias.
  • Fabricación externalizada 3.5% se invierte en publicidad.
  • 5 marcas.
  • Amplia diversificación de productos.
  • 3,100 tiendas en 24 países.

H&M:

  • Altos precios en sus productos.
  • Formato único.
  • Control sobre el diseño, distribución y ventas.
  • No posee fabricas propias.
  • Invierte el 4% en publicidad.
  • 1,740 tiendas en 34 países.

¿Cúal de los tres será el futuro líder en el mundo de la moda?

R: Zara.

  1. ¿Cuáles son las ventajas e inconvenientes de la estrategia de marcas múltiples de Zara (Inditex)

R:

Ventajas:

  • Nuevas colecciones cada dos semanas.
  • Moda en general (mujeres, hombres y niños).
  • Decoración del hogar.
  • Zapatos y bolsos.
  • Diseños elegantes, clásicos y urbanos.

Inconvenientes

  • Las marcas compiten entre ellas mismas.
  • No hay precio estable en las marcas.
  • Costos altos al manejar varias tiendas.
  • Riesgo de canibalización.

  1. ¿Ha conseguido Zara abordar con éxito el “riesgo de canibalización” consecuencia de la estrategia de marcas múltiples?

R: Si, mediante la diferenciación de las marcas a través del producto, publico objetivo y la decoración de las tiendas.

  1. ¿Cuáles son las ventajas y desventajas de unirse a tata en una joint venture en la india?

R:

Ventajas

  • Estrategia significativa.
  • Controla el 51% de la empresa.
  • India posee un PIB alto.
  • Población de 1.100 millones de personas
  • Segundo país más poblado

Desventajas:

  • Actividad en 7 sectores.
  • Mayor grupo empresarial.
  • 140 años en el mercado.
  • Da empleo a más de 350.000 personas en todo el mundo.

 

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                

...

Descargar como (para miembros actualizados) txt (5 Kb) pdf (104 Kb) docx (28 Kb)
Leer 2 páginas más »
Disponible sólo en Clubensayos.com