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To: Zara Management
From:
Subject: Zara's US Expansion
Date: 2001
Background
Following is an analysis of Zara's current expansion strategy into the US retail market and recommendations on future tactics to ensure a successful expansion. Zara's expansion strategy thus far has been quite successful; however, with every new store opened, its ability to maintain an efficient centralized production system and a strong, unique culture will be diminished.
Analysis
Let us first consider Zara's main competitive advantage before analyzing how current and potential future strategies will affect this competitive advantage. Zara currently employs a "design-on-demand" retail model allowing the company to bring the latest fashion trends from conception through production and into the stores in less then 15 days. This advantage is harnessed through Zara's high degree of vertical integration. Zara is involved with almost every aspect of the retail clothing value chain, from fabric cutting......

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Approximate Word Count: 987
Approximate Pages: 4 (250 words per double-spaced page)

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