  Ref: market0040 Most of clothes retailer spends millions in advertising campaign in order to promote their product, increasing the related brand awareness and to attract customers in their shops. Advertising is everywhere and people’s desire are always stimulating and encouraging by this kind of communication. The role of advertising is very important in any marketing plan. This study attempts to provide an understanding of how fashion retailer such as Zara can sustain competitive advantage without any advertising. This report examines Zara, a strategic unit in the Inditex group, which is shown to be a pragmatic example of the development of market orientation in a company, as a basis for the company’s performance and competitive advantages. The study is also intended to gain a better understanding of word-of-mouth mechanisms. Positive and negative word of mouth are differentiated and the study gives evidence that customer’s satisfaction is closely linked to word-of-mouth. The study highlighted that create satisfied customer is vital to Zara. The investigation comprised of a questionnaire framework which focused on analysing opinion people have about Zara and what information is spread about the company through the medium of word-of-mouth. The results support the theory of the literature review regarding the different criteria that made a brand successful. Findings conclude that Zara have the entire asset to sustain a competitive advantage by being strongly customers oriented, differentiated, innovative, responsive and appreciate by customers.
CHAPTER 1 - INTRODUCTION Reasons for choice of topic Outline and Objective of chapter CHAPTER 2 - SETTING THE SCENE Introduction Presentation of Inditex Presentation of Zara CHAPTER 3 - LITERATURE REVIEW From market orientation to marketing orientation: Two different concepts Definition of Market orientation Customer orientation as a pillar of market orientation Market orientation as a source of competitive advantage Market orientation: Limitation and conditions Zara, a good example of market orientation Definition of Word-of-mouth marketing Positive word-of-mouth How to generate positive word-of-mouth? Negative word-of-mouth The rule of 3-33: Most of talk is negative Word-of-mouth has an impact on the sales performance of a firm Word-of-mouth about Zara CHAPTER 4 – METHODOLOGY Secondary research Advantages Limitations Primary research Quantitative research The use of questionnaire Methodology Design the questionnaire Pilot interview Administering the questionnaire Advantages of the method Limitations of the method Ethical issues CHAPTER 5 - FINDINGS and ANALYSIS Introduction Customers and Zara Customer’s satisfaction People Speak positively about Zara Conclusion CHAPTER 6 – CONCLUSION Significance of findings "Zara, a differentiated brand..." "...who sell good quality product" Zara is innovative Full support management – employee Long term support of Zara Conclusion Limitations Recommendations for further study References Bibliography Appendix Section How To Order 1. Select reference number market0040 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |