Professional Documents
Culture Documents
Benetton
Massimo Dutti
Gap
Fashion - Fashion +
Zara
Pull and Stradivarius
Bear
H&M
Bershka
Low Price
BRAND TARGETS
Young Target Mature Target
Master Franchisees:
Franchisees are selected for their experiences in fashion retail distribution
Governs a geographic area
Adhere to guidance from head office on decoration
Ex.: Colombia, Thailand, Morocco, Venezuela
Current Analysis
MACRO ANALYSIS- SPAIN
Political
Parliamentary Monarchy, transitioned from a dictatorship
17 autonomous communities with powers by Spanish constitution
European Union has legislative and economic power
Economic
Recovery from recession
GDP per Capita: 23 000 euro
Unemployment is at a low of 18.63%
Three main sectors: agriculture, manufacturing and service
MACRO ANALYSIS- SPAIN
Social
Four official languages: Castilian Spanish, Catalan, Galician and Basque
Roman Catholicism is main religion
Well-developed tertiary education system
Effective public health care
Technology
Nearly every citizen has internet connection and multiple devices
Competition in e-commerce area
Catalonia, Andalucia, Pais Vasco and Madrid are huge R&D investors
MACRO ANALYSIS- SPAIN
Environmental
7th Highest ranked on environmental policies
2nd largest forested surface in the EU
Good air and water quality
Legal
Legal framework is comparable to other EU countries
Country allows 100% foreign investments
Still government intervention especially in the energy segment.
MICRO ANALYSIS - PULL AND BEAR
Strengths Weaknesses
Member of Inditex Group Less many sales and promotions than
Well-known Global Brand competitors
Strategic Store Locations Reputation of lower quality and worse
Strong use of technology design
Opportunities Threats
Increasing male interest in fashion Fashion is extremely competitive
Increasing role of technology in retail market
Retail industry becomes more Price sensitive clients
international Changes in countries economic
conditions
MARKETING MIX
Product
Prices are considered low compared to other brands in the Spanish market.
Place
Store specifications:
People
Must embody the corporate culture of Teamwork, Open Communication and
High Standards
9400 professionals
High levels of internal promotion
Employee stability and continuous training.
MARKETING MIX
Process
Supply chain is shared with other Inditex Brands
1725 suppliers
6298 factories in 50 countries
60% production from suppliers close to physical headquarters
Physical Environment
Designed for brand coherence
Palm Springs themes and designs are full of life
Eco-efficient and LEED certified
International Marketing
Plan 2018
DIGITAL
Current Presence
Instagram
Biggest asset
Facebook
Email
Brand Management
Clear, defined positioning
Mobile Shopping App
DIGITAL
Future Ideas
SEO/SEM Improvement
Capture all of the search page
Problems in past
Neuromarketing tactics
Engaging environments
Studies on product placement
Utilizing emotional advertisements
Snapchat
Increased interaction with brand
Artificial intelligence on website
Assistant shoppers
MWC
GAMIFICATION
Nothing currently in place
One of their greatest strengths Drop-off points for old clothing will be
Finding eye-catching ways to promote clearly indicated and accessible to
new programs customers.
Instilling a sense of responsibility in their Staff to be well educated on the process
customers through carefully crafted posts and program initiatives
Hiring social media experts New print materials released to educate
Engaging with customers about issues consumers about the existence of the
that matter to them program
RETAIL STRATEGY
Pull & Bear currently has over 900
stores in across 68 countries
The stores are very in your face with
bright lights and videos all around and
extra props to display
The stores strategically places all their
items
Affinity card for all Inditex companies
in certain locations
Alterations
RETAIL STRATEGY
Issue: Suggestion:
"Cite A Website - Cite This For Me". Image.slidesharecdn.com. N.p., 2017. Web. 5 Mar. 2017.
"Pull&Bear House: Un Festival Para Inaugurar La Nueva Sede Ecoeficiente De La Marca." Eventoplus.com. N.p., 03 Oct. 2016. Web.
15 Mar. 2017.
"Pull&Bear SWOT ( SWOT Diagram) | Creately". Creately.com. N.p., 2015. Web. 6 Mar. 2017.
"Spain Economy: Facts, Population, Unemployment, GDP, Business, Trade". Heritage.org. N.p., 2017. Web. 4 Mar. 2017.
"Spain Unemployment Rate | 1976-2017 | Data | Chart | Calendar | Forecast". Tradingeconomics.com. N.p., 2017. Web. 4 Mar. 2017.