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- 2. Question 1: Which are the main criteria that ZARA applies to open a new outlet in
- 3. Main criteria that ZARA applies to open a new outlet in an international market Zara has
- 4. Main criteria that ZARA applies to open a new outlet in an international market All Zara
- 5. Question 2: How would you characterize the lightening- speed production and distribution process of Zara?
- 6. Lightening- speed production and distribution process of Zara Zara’s competitive advantage mainly revolves around the efficient
- 7. Lightening- speed production and distribution process of Zara Zara’s high tech distribution system makes sure that
- 8. Lightening- speed production and distribution process of Zara Half of its production is in owned or
- 9. Lightening- speed production and distribution process of Zara In comparison, most retailers of comparable size or
- 10. Lightening- speed production and distribution process of Zara Orders are typically ready for shipment 8 hours
- 11. Question 3: Why doesn’t ZARA believe in advertising?
- 12. Why doesn’t ZARA believe in advertising Zara spends around 0.3 % of sales on advertising compared
- 13. Why doesn’t ZARA believe in advertising Zara justifies the absence of advertising campaigns by stating that
- 14. Question 4: How would you relate the internationalization of ZARA according to the internationalization model proposed
- 15. Model proposed by Johanson e Vahlne, 1977 The Internationalization Process Model (part of the Uppsala Model
- 16. Model proposed by Johanson e Vahlne, 1977 The process is a cycle: knowledge ?commitment decisions? activities
- 17. ZARA- Model proposed by Johanson e Vahlne, 1977 The international strategy of ZARA group consisted in
- 18. ZARA- Model proposed by Johanson e Vahlne, 1977 ZARA collects market knowledge, not only before it
- 19. ZARA- Model proposed by Johanson e Vahlne, 1977 Exploring the case of commitment we see that
- 20. Question 5: “ May no one try to do what ZARA does, because the source of
- 21. Is this competitive advantage truly inimitable? Zara’s ability to adapt its products to customer demand in
- 22. Major consequences of loosing this advantage Since other competitive companies follow effectively such a strategy, the
- 23. References Johanson J. & Vahlne J-E. (1977), The Internationalization process of the firm – a model
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