Engineer Case

Marketing Mix

* Zara focused on location and in store décor rather than advertising publicly.

* Zara only placed ads to announce its new stores and two promote it's twice a year sales. As a

result they only spent .03% of their revenue.

* Store layouts

get better grades completely altered every four to five year.

* Layouts must be designed and tested on a 1500 sq. ft. pilot store before being revealed around

the entire world.

* Prices established for the Spanish market in the Euro currency.

* Other countries prices were set at a fixed percentage of the Spanish market baseline.

* Zara always takes into account cost and market conditions when pricing their product.

* Does not try to produce clothes that they think will always be in style. Rather, Zara wanted to

have clothes that had a quick "in store" and at home life span.

* Customers knew that if they saw something they liked then they should buy it because there is a

good chance it would not be there the next time.

* All products were produced in Spain an Northern Portugal at factories and small local

workshops

Marketing Position

* Rely heavily on in store managers and employees to keep style current.

* Position themselves in the market so the consumer see's their product as the newest and latest...

have clothes that had a quick "in store" and at home life span.

* Customers knew that if they saw something they liked then they should buy it because there is a

good chance it would not be there the next time.

* All products were produced in Spain an Northern Portugal at factories and small local

workshops

Marketing Position

* Rely heavily on in store managers and employees to keep style current.

* Position themselves in the market so the consumer see's their product as the newest and latest...

have clothes that had