Effective Marketing Strategy of Zara in Comparison to The Competitors

• Author(s): Asmita Shrestha ; Dr. Swati John
• Paper ID: 1704913
• Page: 504-511
• Published Date: 29-07-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 1 July-2023

Abstract

The research paper mainly revolves around the marketing strategy of Zara. The study also aids in determining the marketing strategy of Zara’s competitors H&M, Gap, and Uniqlo. However, the research only focuses only on three competitors of Zara i.e., H&M, Gap, and Uniqlo. Also, this research is conducted by collecting primary data from a respondent via online questionnaires and there are many limitations to this method. The purpose of the study is to determine brand perception, marketing mix, brand positioning, digital marketing strategies and strengths & weaknesses of Zara’s marketing strategy to its competitors. Thus, it only includes fashion retail industry and may vary for other industries. This research paper could act as a piece of information for researchers who want to know more about marketing strategy in the fashion retail industry, which would definitely help them to grow in their respective horizons and achieve their goals effectively and efficiently.

Keywords

Marketing Strategy, Retail Industry, Social Media Marketing, Competition

Citations

IRE Journals:
Asmita Shrestha , Dr. Swati John "Effective Marketing Strategy of Zara in Comparison to The Competitors" Iconic Research And Engineering Journals Volume 7 Issue 1 2023 Page 504-511

IEEE:
Asmita Shrestha , Dr. Swati John "Effective Marketing Strategy of Zara in Comparison to The Competitors" Iconic Research And Engineering Journals, 7(1)