Zara is a clothing company that deals with the production and selling of clothes. The company has grown over the years to become among the leading cloth manufacturers and sellers in the world. The company has used a strong marketing strategy to market its cloths amidst competition from other companies that produce cloths in various countries around the world. The company has used various marketing and operational strategies to help the company deal with various challenges that it faces while in operation. The company produces various types of foods depending on consumer needs to meet the demands.
Zara clothing company recognizes the stiff competition that exists on the market. Therefore, it has come up with strategies of ensuring that it enjoys a competitive advantage over other companies. Among the marketing strategies that ensure the company has a competitive advantage over other companies is by creating a strong brand with several portfolios that are unique from those of competitors (Johnson et al., 2017). Having a strong brand makes it difficult for competitors who might want to copy the cloths produced by Zara Company. The customers know the brand; therefore they cannot be manipulated into purchasing clothes that are not original and manufactured by Zara. The strong brand that is associated with quality high-end cloths makes customers buy Zara clothes to be associated with the brand. Customers buy Zara clothes not only because the clothes are of high quality but also because they want to be associated with the brand. This increases the competitiveness of the brand in the market.
The bigger portfolio that is made up of eight brands also improves the competitiveness of the Zara brand. The eight brands increase the range of products the customers choose from, thus ensuring that the competitors don’t have a niche that they can use to begin their competitive attack on Zara company. Zara clothing company focuses on areas that have a high demand in the market (Johnson et al., 2017).The broad portfolio also ensures that the many needs of the customers are covered; hence the customers do not need to purchase clothes from other companies to supplement those sold by Zara clothing company. There are different clothes for different parts of the body that helps in meeting the needs of the customers. The company has won the loyalty of many customers that keep on buying clothes manufactured by the company. The competitive advantage has enabled the company to survive competition from other companies that enter the market offering similar products.
Zara clothing company also recognizes the importance of branding and has created a brand that is unique from other companies offering similar products. The company focused on creating a brand that it could rely on when it comes to reputation in the market (Grant, 2016). The brand marketing strategy is very important when differencing the products of the company from those of competitors. The brand that the company created represent the dreams of the people when it comes to clothes that they want to wear.
Branding has enabled the company to create a trust with its customers because they always get quality products. They get value for their money (Grant, 2016). Trust in the brand also enables new customers to trust the clothes manufactured by the company are of high quality. The company is committed to continuing designing clothes of high standards. The branding strategy also helps in marketing the products sold by the company. The products market themselves based on their high quality. The customers market the products through referrals after they get quality services offered by the clothes that they buy. Customers who have bought clothes manufactured by the company cannot resist purchasing the goods again because of the quality of service that they get and the taste.
Zara Fashion Company spends little money on promotion because it has already created a brand that customers can trust purchasing items from. The sales that the fashion company makes keep on increasing even though the company does not do promotion.The brand market for itself because the company has created a customer base that it can rely on. The little promotion that the company makes usually occur when the company is opening branch in foreign countries where the company is not known.
The way a company treats its customers determines whether the customer will purchase the products from the company store again. Zara fashion recognizes this fact hence the reason why it has come up with different ways of appreciating the customer and making the customer feel valued (Grant, 2016). The primary goal of Zara Fashion Company is to meet the needs and desires of the customers; therefore it focuses on carrying out this objective the best way possible. The customer is guaranteed the best products whenever he/she buys the company’s clothes.
Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regner, P. (2017) Exploring Strategy: text and cases. (11th ed.) Harlow: Pearson Education. Chapter 7.
Grant, R., 2016. Contemporary Strategy Analysis: Text and Cases Edition, 9th.