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8/13/2019 Zara Project
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UNIVERSITY OF MUMBAI
PROJECT ON
STUDY ANALYSIS ON ZARA FASHION BRAND
MASTER OF COMMERCE (BUSINESS MANAGEMENT)
SUBJECT: ENTREPRENEURSHIP MANAGEMENT
SEMESTER III
201!1"
I# P$%&'$ F*'+,#& -* &., R,/'%,+,#& #,% S,+,&,% B$, C%,'&
A# G%$'# S3&,+ *-% P-& G%$$&, (PG)
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SUBMITTED BY
RAJESHREE PATEL
ROLL NO: "1
PROJECT GUIDE
M%5 RAHUL CHOPRA
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M+;$' "0000"5
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CERTIFICATE
T.' ' &- 4,%&'*3 &.$& M5 R$7,.%,, P$&, -* M5 C-+5 B'#, M$#$,+,#& S,+,&,% %
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DECLARATION
I M5 R$7,.%,, P$&, &., &,#& -* M5C-+ (B'#, M$#$,+,#&) % S,+,&,% (201!
201")8 .,%,;3 ,4$%, &.$& I .$@, 4-+>,&, &., >%-7,4& -# STUDY ANALYSIS ON ZARA
FASHION BRAND
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R$7,.%,, P$&,
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ACKNOWLEDGEMENT
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TABLE OF CONTENTS
Sr. No Table Of Content Pages
1. COMPANY PROFILE 7
2.ZARA AFFORDABLE EXCLUSIVIY SRAE!IES FOR
!RO"#$%&
3. ZARA PRODUCS 1'
4. MISSION( VISSION( VALUES ) !OLAS 11%12
5. S"O ANALYSIS 13%17
*. SUDY OF ZARA FAS#ION BRAND IN INDIA 1$%2'
7. AMANCIO ORE!A #E FOUNDER OF #E BRAND ZARA 21%27
$. INERNAL ANALYSIS 2$%2&
&. EXERNAL ANALYSIS 3'%34
1'. +UESIONNAIRE 35%42
11. CONCLUSION 43
12. SU!!ESIONS FROM SURVEY POIN 44
13. BIBLO!RAP#Y 45
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COMPANY PROFILE
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ARA AFFORDABLE E!CL"SI#ITY STRATEGIES FOR GROWT$
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$;,8 Z$%$ 4-#&%';&, 5 -* '& E%- 11 ;''-# %,@,#, *-% &., *'4$ 3,$% 2005
AMANCIO ORTEGA THE FOUNDER OF THE BRAND ZARA
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$7-'#'# +$%,&5 I& %,$4., &., S>$#'. 4$>'&$8 M$%'8 '# 19 $#8 ;3 &., ,# -* &., ,4$,8
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&-%, -&', S>$'# $# &- +$, /$#&+ '#@,&+,#& '# +$#*$4&%'# -'&'4 $# IT5
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$4/''&'-# $ , $ '#&,%#$ ,@,->+,#&5
Amancio Ortega i( t'e ric'e(t man in E+ro)e& .it' a net .ort' e(timate* at 789:8 /i11ion:
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T'i( i( 'i( (econ* .i6e& F1ora: T'e co+)1e 'a( /een marrie* (ince ;
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Kate Mi**1eton i( a '+ge 6an o6 ara%( *e(ign( an* i( o6ten )'otogra)'e* in it( c1ot'ing:
Ortega i( 0no.n 6or /eing 6ierce1- )ri,ate: $e 'a( on1- grante* inter,ie.( to t'ree
o+rna1i(t( e,er:
$e a1(o *re((e( mo*e(t1-: $e .ear( a (im)1e +ni6orm o6 a /1+e /1a5er& .'ite ('irt an* gra-
)ant(& none o6 .'ic' are ara )ro*+ct(:
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$e goe( to t'e (ame co66ee ('o) e,er-*a- an* eat( 1+nc' .it' 'i( em)1o-ee( in t'e com)an-
ca6eteria: $ere%( a )ict+re o6 ara%( 'ea*@+arter(
In 'i( 6ree time& Ortega eno-( 'or(e/ac0 ri*ing an* o.n( an e@+e(trian center in
Fini(terre& Ga1icia& S)ain:
$e a1(o /o+g't t'e ta11e(t (0-(cra)er in S)ain& t'e Torre Pica((o in Ma*ri*: T'e /+i1*ing
(tan*( 8=8 6eet 'ig' an* co(t 78 mi11ion:
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$e o.n( T'e E)ic Re(i*ence( H $ote1 in Miami& FL& .'ic' i( con(i*ere* to /e one o6 t'e
/e(t 1+2+r- 'ote1( in t'e ":S:
Ortega *ri,e( an A+*i A> 1+2+r- (e*an t'at i( (ai* to /e more a/o+t com6ort t'an 1+2+r-
$e a1(o o.n( T'e G1o/a1 E2)re(( BD?9
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B+t 'e rare1- et( o66 on ,acation: $e (a-( 'e 1o,e( .or0ing too m+c' to ta0e time o66:
INTERNAL ANALYSIS
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, #,%&$, &., %,-%4, ;$, @', $# &3 &., '#&,%#$ $#$3'5 Z$%$ +$'# $,& $%, &.,
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GAP I#45 ;-$& -* $%, #,&-% -* &-%, $# .$ $ &%-# *'#$#4'$ ,@,%$, $ '& $'+ &- &$>
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&., '#@,#&-%3 $# , &- '#&$#& *$.'-# ,#,%$&, +-%, $,5
E!TERNAL ANALYSIS
D,+-%$>.'4 ,+,#&:
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T., ,'# $& Z$%$ 4.$#, ,@,%3 ,, $# &.' %,& '# +$#*$4&%'# 3&,+ &.$&
.$@, &- ;, *,?';, &- 4->, > '&. &.,, 4.$#,5 T. Z$%$ , F,?';, M$#*$4&%'#
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&$, -* +$#*$4&%'#5 T., @$%'- *#4&'-#$ &%$&,', *-% Z$%$ .$@, ;,,# $' -#
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&-%, &- +$'#&$'# $ 4-#',%$;, %,&-4'# >-'435
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RKD S&%$&,3
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,,4&, *-% +$#*$4&%,5
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I#*-%+$&'-# S3&,+ S&%$&,3
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IT $ , &- '#&,%$&, &., 4.$'# @,%&'4$3 $# .-%'-#&$38 *-% +--&. *- -*
'#*-%+$&'-# > &., 4.$'# $# $4%- &., @$%'- *#4&'-#8 %,>,4&'@,35
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T., 4-& -* ,@,->+,#& $%, -5
G-;$ L,@, S&%$&,3
Z$%$ .$ ->,#, > $%-# 1900 &-%, '# $%-# 4-#&%', '# D,4,+;,% 2008 $# '&
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G-;$ 4-+>,&'&'@,#, $%,:
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H'. ,+$# *-% ,?>-%& *%-+ S>$'# R'@$%3 '&. -&.,% *'%+ ', HKM $# G$>5
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G1o/a1 Strateg-
Z$%$ ' #-& *-- $#3 -4$'$&'-# '# &., 4-#&%', .,%, '& $ >%,,#& $# >%-@', -#3
&$#$%', >%-4&5 A- '& ;,',@, '# >%-@''# &., $&,& *$.'-# $& &., - 4-&5 T. *%-+
&., G-;$ S&%$&,3 G%' '& 4$# ;, ,,# &.$& Z$%$ F--, $ G-;$ S&$#$%'$&'-# S&%$&,35 B3
-'# - '& .->, &- '#4%,$, '& >%-*'&$;''&3 ;3 %,4'# 4-& $# $4.',@'# ,4-#-+', -* 4$,5
C'oice o6 Entr- Mo*e
Z$%$ 4.-, &- ,#&,% &., '**,%,#& +$%,& '# @$%'- ,#&%3 &%$&,',5 T., &%$&,', $%,
-&'#, ;,-5
E2)orting Z$%$ ,?>-%&, '& >%-4& &- $ *, +$%,& .,%, ->,#'# > $
+$#*$4&%'# *$4''&3 - #-& .$@, ;,,# >%-*'&$;, ', M-#$4-8 O+$#8 ,&45
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V,#&%, &- &$, $@$#&$, -* &., >$%,% #-,, -* &., *-%,'# 4-#&%35 I& ,#&,%,
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W'o11- O.ne* S+/(i*iarie(Z$%$ ,#&,%, +-& -* &., +$%,& ;3 ->,#'# > .-3
-#, ;''$%',8 &- &$, $@$#&$, -* &., 4-#&%- &.$& '& 4- ,?,%4', '# &.-,
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QUESTONNARE
Q.! "HAT S #OUR GENDER$
OPTONS ANS"ER N NU%BERS
%A&E 4
FE%A&E 11
Q.' HO" O&D ARE #OU$
OPIONS ANS"ER IN NUMBERS
1.
UNDER 1* '
2
.
1*%25 YEAR OLD $
3.
2*%35 YEAR OLD 7
4.
3*%45 YEAR OLD '
5.
OLDER #AN 45YEARS
'
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Q.( "HAT S #OUR "OR) STATUS$
OPIONS ANS"ER IN NUMBERS
1. "ORIN! 152. SELF EMPLOYED '
3. REIRED '
4. SUDEN '
5. O#ERPROFESSION
'
Q.* "HAT S #OUR ANNUA& GROSS NCO%E +BEFORE TA,-
OPIONS ANS"ER INNUMBERS
1. BELO" 4'('''% 1
2. ABOVE 5'('''% 2
3. LESS#AN 1(''('''% 2
4. MORE #AN2(''('''%
1'
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Q.1 DO #OU )NO" ZARA THE FASHON BRAND$ F #ES2 THAN HO" #OU HEAR
ABOUT ZARA
OPIONS ANS"ER IN NUMBERS
1. V OR RADIO '
2. ONLINE MEDIA '
3. PRIN MEDIA 4
4. "ORD OF MOU# *
5. O#ER SOURCE 5
Q.3 "HAT CATEGORES OF C&OTHNG "OU&D #OU BE %OST &)E TO PURCHASE
FRO% ZARA$
OPIONS ANS"ER IN NUMBERS
1. CASUAL 11
2. "ORCORPORAE 4
3. ACCESSORIES '
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Q.4 HO" OFTEN DO #OU 0ST 5 BU# FRO% ZARA$
OPIONS ANS"ER IN NUMBERS
1. ONCE A YEAR &
2. MORE #AN A YEAR 2
3. ONCE A MON# 3
4. MORE #AN A MON# 1
5. ONCE A "EE '
Q.!6 P&EASE NDCATE HO" ATTRACT0E THE FO&&O"NG FEATURES OF ZARA ARE
TO #OU
OPIONS ANS"ER IN NUMBERS
1. LAES% FAS#IONREND
5
2. +UALIY &
3. CUSOMER SERVICE 1
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Q.!! P&EASE SPECF# THE FASHON RETA&ER THAT #OU SHOP THE %OST OTHER
THAN ZARA$
OPIONS ANS"ER IN NUMBERS
1. PEER EN!LAND 2
OPIONS ANS"ER IN NUMBERS
1. PEER EN!LAND 2
2. LEE( DENIM 1
3. BIBA 1
4. FBB 1
5. COOLEX C#ILLON 2
*. DLLEN SOLLY 1
7. PANALOON 2
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Q.!' P&EASE NDCATE #OUR &E0E& OF AGREE%ENT "TH THE FO&&O"NG
STATE%ENT7
OPIONS ANS"ER INNUMBERS
1. ZARA #AS LO" PRICE 2
2. ZARA #AS A "ELL NO"N BRANDIMA!E
3
3. ZARA IS A RENDSEER 3
4. ZARA #AS A CONVENIEN LOCAION 1
5. ZARA PRODUCES #I!# +UALIY
PRODUCS
*
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Q.!( DO #OU )NO" A%ANCO ORTEGA 5 ROSA&A %ERA$ THE FOUNDER OF ZARA
BRAND
OPIONS ANS"ER IN NUMBERS ANS"ER INPERCENA!E
1. YES 1
2. NO 14
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Q.!* AN# ONE SUGESSONS FOR THE BRAND ZARA THAT #OU "OU&D &)E TO G0E.
OPTONS ANS"ER NNU%BERS
ANS"ER N PERCENTAGE
!.
ADVERISE MORE 2
'.
OFFER PRODUC ADISCOUN RAE ALEAS
"ICE A YEAR
2
(.
!E IN CONAC "I#C#ILLON
1
CONCL"SION
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$ *$& >$4,5
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A+$#4'- O%&,$ G$-#$8 .- $ $& 3,$% #$+, &., &.'%!%'4.,& +$# '# &., -%8 *-#,
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