ZARA模式简介英文版PPT课件.ppt

Fast Fashion1.IndexCompany ProfileUnique Business ModelStrategiesZARA AnalysisRecommendation2.Company ProfileZARAZARA is：Spanish clothing and accessories retailer Based in Arteixo,Galicia Founded in 1975 by Amancio Ortega and Rosalia Mera The most profitable brand of the Inditex group.3.Video http:/youtu.be/qhCM0F81vEg4.ObjectivesDevelop system the requires short lead timesDecrease quantities produced to decrease inventory risk Increase the number of available styles and/or choice5.Unique Business ModelDesignDistributionSourcing&manufacturingRetailing6.Business Model(contd)Design:Creative TeamsDifferent sources of ideas(store managers,TV,internet,fashion on street&fashion show,trend spotter)7.Business Model(contd)Sourcing&ManufacturingAssistance of purchasing offices in Barcelona&Hong KongMore than 200 external suppliersIn-house production(40%of clothes produces internally,60%externally)8.Business Model(contd)DistributionCentral distribution center in ArteixoSatellite center in Argentina,Brazil and MexicoCenter works on dual-shift basisEquipped with mobile tracking systemDelivery on Europe takes 24 hours and outside Europe takes 48 hoursScheduled shipments by time-zone9.Business Model(contd)Retailingconsists of merchandising and store operationsStores places in premium streets and city centersSet fabulous window-display store Main retailing tactic:create scarcity Very low advertisementsAims:reduce inventory and marked-down prices10.Competitive AdvantageFast ProductionProduct VariationLow level of inventoryEfficient distribution systemTurnover of product is highCost leadership11.Fast productionAbility to design and finish goods in store within 4 to 5 weeksVery quick to get designer-influenced products into their storesKey of ZARAs AdvantagesKey of ZARAs Advantages12.StrategiesDesignDesignVertical Integration MarketingTechnology SystemPricing strategy13.Technology SystemOrder information flow to store ordering systemImproving inventory systemProduct distribution system14.HRM&MISTraining Designer Training Store ManagerTraining BuyerConnection with distribution system and IT system15.DesignCoordinate with R&D and also with stores itself to catch new trendsAbility to produce fast fashion16.MarketingMarket Penetration:Own subsidiariesJoint VenturesFranchisingStrategic location of stores,Tracking consumers preferences analysisLow cost of advertisements(0-0.3%)17.Pricing StrategyMarket based pricesAnalysis of marketCustomer sensitivity to prices18.Central distribution system in La Coruna,SpainIn-house production Short lead-timesForward vertical integration Reduces bullwhip effectBackward vertical integration Reduces costs&Improves qualityVertical Integration Supply Chain19.Production&DistributionCentralized distributionMaintain qualityCost leadershipHigh Bargaining power to supplierDistribution system to fast distribution20.ZARA AnalysisZARA21.Porter Analysis of ZARA Receiving inbound materials,including material handling and inventoryFirm InfrastructureHuman Resource ManagementTechnology DevelopmentProcurementInbound LogisticsOperationOutbound LogisticsMarketing and SalesServiceMaking whatever it is you makeGetting products to the distribution channel or customerCreating and satisfying demand.Communicating with customersFulfilling any needs customers have after they make a purchaseSupport ActivitiesPrimary ActivitiesProfit Margin22.SWOT Analysis23.RecommendationChange the system:Centralized Transform DecentralizedBuild decentralized distribution&production in each regionTend to fastest in producing new product(design production&distributeKeep maintain the value chain24.Decentralized Model Value chainProduction:Factory&distributorStoreStoreStoreStoreStoreMarketing:Market Research and AnalysisCommercial Team&designerDesignInventoryCheck theMaterial availabilitythen decidingHow much thisproduct will be ProduceMISMISMISClose watchOn trend andBuying BehaviorsMIS25.ReferenceCarmen,L.and Ying,F.(2009)InternationalisationInternationalisation of of the Spanish fashion brand Zara the Spanish fashion brand Zara 13(2),pp.279-296.Marilyn,H.and Judy,N.(2010)“Exploring SWOT“Exploring SWOT analysis where are we now?:A review of academic analysis where are we now?:A review of academic research from the last decade.”research from the last decade.”Journal of Strategy and Management,3(3),pp.215-251.Saurabh Jindal(2012).Zara Strategy Analysis SWOT 5 Zara Strategy Analysis SWOT 5 ForcesForces.ONLINE Available at:https:/ Accessed 9 March 2013.26.ReferenceImages of Zara(online)Source:http:/ profile of Zara(online)Source:http:/ Philip,J.(2001)“Does Training Generally Work?The Returns to In-Company Training.”Industrial and Labor Relations Review,54(3),pp.647-66227.THANK YOU FOR ATTENTIONTHANK YOU FOR ATTENTION28.