zara的swot分析

HAVEyouOFZZZzaraZARAZARAZARAZARAZARAZARAZARAzarazaRAzarazarazarazarazarazarazarazarasmartsmartsmartsmartsmartsmartsmartzarazarazarazarazarazarazarazarazarazarazarazarasmartzarazarazarazarazarazaraZARAZARAzaraZARAzarazarazaraZARAZARAZARASWOT27SWOTWEAKNESSTHREATOPPORTUNITY234STRENGTH128HaveyouheardaboutZARA129Briefintroduction:fashionSpanish.innovative.ZaraisaSpanishclothingbandwhichwasfoundedIn1975.thefashiongroupalsoownsbrandssuchasMassimoDutti,PullandBearandBershka.ZarawasdescribedbyLouisVuittonFashionDirectorDanielPietteaspossiblythemostinnovativeanddevastatingretailerintheworld.30Briefintroduction:ZARAwithsuperspeed,muchvarietyandsmallquantity,themanufactureandsaleofoneoftheefficiencymanagement..ZARA以超速度、多品种少量、制售一体的效率化经营32ProductionstrategyIndiamaterialEuropeproductionAsiasale80%oftheproductionisconductedinEurope33Strength234Strength:15daysZARAeverystoremanagershaveacustomPDA(PersonalDigitalAssistant),throughthenetworkofPDAtheycandirectlytoheadquartersundertheorders,whiletheheadquarterscangraspeachshopsales,atthesametimethestoremanagermayalsobeheadquartersandproductmanagertimelycommunication.ZARA的每一位门店经理都拥有一部特别定制的PDA，通过这台联网的PDA他们可以直接向总部下订单，而总部可以直接掌握每一间门店的销售情况，同时门店店长也可以和总部产品经理及时沟通。这样ZARA可以做到设计、生产、交付在15天内完成。35Strength:15daysShortisanotherbaseoftheZARArapidresponse.ZARAknows,ifthesupplychainlinkistoolong,itmayLeadstolongreactiontime,sotherequirementsofproductsfromstoresdirectlyissuedbystoremanagerwhoisresponsibleforordering.Thedistributionisalsofromthedistributioncenterdirectdistributiontostores.要求产品从门店直接发出，由店长负责订货，配送也是从配送中心直接配送到门店。36RapidspeedofreactionZARAPICInnovation:12000/Y4000/YCyclicratioofinventory:11/Y3/YProductionratioofprecedingseason(lagtime):10%-15%100%Reactionofproductiondistribution:10-14d90d（timebetweenordershandlingandsales）BywhatIhavetalkedabove,IhopethateveryonecanhaveageneralimpressionaboutZARA’sQuickResponseSystem.37DispatchVelocity:配送速度Everyshophasitsowncourtandstaff.Whenashop’sorderfilled,thecargoaresenttotheloadingareadirectly.Inthisarea,thesecargopackedwithothershop’scargotogetherandputintothesamecarandconveytoeachdestinationinEurope.DispatchVelocity:配送速度LaCoruna的配送中心Inditex总部双车道的高速公路…………工厂商店39ShortenthesupplychainlinksZARAretailonlysetupspecialtystores.Storesweeklyordertwiceaccordingtosales.Itreducestheneedtodealwithchanceatadiscount,alsoreducesthecostofinventory.专卖店每周根据销售情况下订单两次，这就减少了需要打折处理存货的几率，也降低了库存成本。40Weakness341ZARAWeaknessPollutionfirst.Smallscalethird.Lowqualityfifth.Highcostfourth.Copysecond.42ZARAWeaknessBadreputationHighcostLowsatisfacationLegalissueLowshareWhichwillcause…43Opportunity444OpportunityEconomicsglobalizationprovidesbroadmarketThedevelopmentoftechnologyChinahaspreferentialpoliciesConsumers’styleisaccordwithZara’s45Threaten546ThreatenIdentityExpandGlobalizationIndustrychainThelatestandmostfashionableclothingNeverforget48Thankyouforlistening公共管理学院小组