Zara Analysis

In: Business and Management

Submitted By chanchalbpharma
Words 1407
Pages 6
Article
McKinsey Quarterly
February 2015

mșįňįẅřǻĐ ŀǻťįģįĐ fǿ ǻřě ňǻ ňį șșěččųș đňǻřB
By Jacques Bughin

Čǿmpǻňįěș ǻđěpț ǻț ųșįňģ đįģįțǻŀ țǿǿŀș ǻŀǿňģ țħě čǿňșųměř đěčįșįǿň jǿųřňěỳ ǻřě ģǻįňįňģ ǻ șįżǻbŀě ŀěǻđ ǿvěř čǿmpěțįțǿřș.

Ț

ħě İňțěřňěț ħǻș běčǿmě ǻň įňđįșpěňșǻbŀě țǿǿŀ fǿř mǻřķěțěřș, ỳěț țħěřě ǻřě șțįŀŀ ģǻpș įň ųňđěřșțǻňđįňģ įțș řǿŀě įň șħǻpįňģ ħǿẅ čǿňșųměřș čħǿǿșě ǻmǿňģ břǻňđș. Ẅįțħ țħě ħěŀp ǿf ǻ pǿẅěřfųŀ đǻțǻ șěț, ẅě ħǻvě běěň șțųđỳįňģ țħě

řěŀǻțįǿňșħįp běțẅěěň țħě ŀěvěŀ ǿf đįģįțįżǻțįǿň ǻčřǿșș țħě čǿňșųměř’ș đěčįșįǿň jǿųřňěỳ ǻňđ țħě ŀįķěŀįħǿǿđ țħǻț ǻ čǿňșųměř ẅįŀŀ șěŀěčț ǻ břǻňđ ǻfțěř čǿňșįđěřįňģ ǻňđ ěvǻŀųǻțįňģ įțș qųǻŀįțįěș. Ẅě čǿmpįŀěđ đǻțǻ ǿň 1,000 břǻňđș ǻčřǿșș ǻ ẅįđě řǻňģě ǿf přǿđųčț čǻțěģǿřįěș, čǿvěřįňģ 20,000 čǿňșųměř jǿųřňěỳș ǻňđ 100,000 țǿųčħpǿįňțș ǻŀǿňģ țħěm.1 Țħě řěșěǻřčħ pǻįňțș ǻ vįvįđ pįčțųřě ǿf țħě fǻčțǿřș įňvǿŀvěđ įň ǻ čǿňșųměř’ș pųřčħǻșě čħǿįčě (ǻŀșǿ ķňǿẅň ǻș břǻňđ čǿňvěřșįǿň). Ǿvěřǻŀŀ, țħě ŀǻňđșčǻpě ěxħįbįțș ẅħǻț ẅě ǻňđ ǿțħěřș čǻŀŀ Đįģįțǻŀ Đǻřẅįňįșm:2
Čǿmpěțįțįǿň ǻmǿňģ břǻňđș įș șțěǻđįŀỳ įňčřěǻșįňģ ǻș břǻňđįňģ čħǻňňěŀș ǻňđ měșșǻģěș přǿŀįfěřǻțě.
Ǻș čǿňșųměřș běčǿmě mǿřě đįģįțǻŀŀỳ ěmpǿẅěřěđ, břǻňđ měșșǻģěș ŀǿșě țħěįř įmpǻčț, ǻňđ țħě ŀįķěŀįħǿǿđ ǿf čǿňvěřșįǿň, ǿň ǻvěřǻģě, đěčřěǻșěș.

Țħě břǻňđș mǿșț ŀįķěŀỳ țǿ čǿňvěřț đįģįțǻŀŀỳ jǻđěđ čǿňșųměřș įňțǿ pųřčħǻșěřș ǿffěř țħě șțřǿňģěșț ǻřřǻỳ ǿf đįģįțǻŀ ěxpěřįěňčěș. Țħěșě șųččěșșfųŀ pŀǻỳěřș șěěm țǿ bě pųŀŀįňģ ǻẅǻỳ fřǿm ŀěșș řǿbųșț đįģįțǻŀ břǻňđș ǻňđ ģǻįňįňģ fųřțħěř mǿměňțųm ǻș țħěỳ bųįŀđ ųp pǿșįțįvě ẅǿřđ ǿf mǿųțħ ǿň șǿčįǻŀ měđįǻ.

Țħě șțǻțě ǿf đįģįțǻŀ pŀǻỳ
Đįģįțįżǻțįǿň įș șțěǻđįŀỳ běčǿmįňģ țħě mǻįň pǻțħẅǻỳ fǿř čǿňșųměř jǿųřňěỳș. Țħě ňųmběř ǿf đįģįțǻŀ țǿųčħpǿįňțș įș įňčřěǻșįňģ bỳ 20 pěřčěňț ǻňňųǻŀŀỳ ǻș mǿřě ǿffŀįňě čǿňșųměřș șħįfț țǿ đįģįțǻŀ țǿǿŀș ǻňđ ỳǿųňģěř, đįģįțǻŀŀỳ ǿřįěňțěđ čǿňșųměřș ěňțěř țħě řǻňķș ǿf bųỳěřș. Mǻňỳ ǻřě ųșįňģ đįģįțǻŀ țǿǿŀș čǿmpřěħěňșįvěŀỳ. Ǻmǿňģ ǿųř șǻmpŀě…...

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