International Expansion Plan: ZARA in U.A.E

International Expansion Plan: ZARA in U.A.E Essay example
Masters
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Marketing
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ZARA is a Spanish clothing brand and known for its unique design textures and clothing styles all around the world. ZARA has its stores in most of the countries in world where it satisfies a large audience of branded clothing and style lovers. …

Introduction

Recently, the clothing Giant has decided to expand its business size and open its first store in the lucrative markets of United Arab Emirates. The company has decided to open its first franchise in the world’s one of the most attractive tourist attraction and shoppers’ paradise, Dubai. In the coming pages, the focus will be on reviewing possible marketing strategies and adopting one of them to launch the business in Dubai and making this venture a success story. This expansion plan will also provide a brief overview of the business conditions, demand and opportunity for fashionable clothing in the competitive market of this Middle Eastern state. ZARA is currently operating at more than 100 locations with 1,516 stores running successfully. Amancio Ortega and Rosalia Mera formed the company in 1975. ZARA is the flagship clothing chain owned by Inditex group. Inditex also owns fashion-clothing brands Massimo Dutti, Pull and Bear, Oysho, Uterque, Stradivarius and Bershka. The clothing giant serves each market segment of the clothing business, including men, women and children (ZARA 2012). ...
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