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This essay looks at the various differentiation strategies for a company in the fashion industry. Zara has been chosen because it is a relatively new company which has grown quickly and today has a big market share. The aim of this thesis is to decide which differentiation strategies are the more relevant ones for Zara to attract new customers. This will be done through a discussion and analysis of all five of the differentiation strategies which are; product-, channel-, image-, service- and personnel differentiation. The theoretical framework gives an overview of the differentiation…mehr

Produktbeschreibung
This essay looks at the various differentiation strategies for a company in the fashion industry. Zara has been chosen because it is a relatively new company which has grown quickly and today has a big market share. The aim of this thesis is to decide which differentiation strategies are the more relevant ones for Zara to attract new customers. This will be done through a discussion and analysis of all five of the differentiation strategies which are; product-, channel-, image-, service- and personnel differentiation. The theoretical framework gives an overview of the differentiation strategies; it also provides the reader a description of branding, consumer decision process, competitive advantage, strategic customer and key competitors.In the analysis chapter the differentiations strategies will be combined with the empirical information gained through personal interviews with the managers of Zara. The conclusion will provide an answer to research question and some advice for improvement.
Autorenporträt
Marjorie Delagarde was born in July 1989 in Nancy, France. She studied at ICN, the city's Business School where she followed a Bachelor in Business Administration program. She decided to spend her third year at Linnaeus University in Växjö, Sweden, where she wrote this thesis. She is currently following a Master program at Reims Management School.