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International Strategic Marketing

Table of Contents



Marketing Situation in Indonesia5

Overview of Indonesia5

Trends in the Furniture Industry5

Analysis of the Competitors6

Market Segmentation8


Married Couples8

Corporate Entities9

Conclusion and Recommendations9



Environmental Analysis10

SWOT Analysis12

Marketing Strategy13

Marketing Mix13

Conclusion and Recommendations15

Assignment 1: References16

Assignment 2: References17



Zara Home is part of the Inditex group, one of the world's largest fashion distributors, with eight sales formats: Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe. The Inditex group has a total of 4,264 stores in 73 countries. The creative mind and flexible attitude of the management has made the group, one of the largest fashion distribution companies in the international market. The philosophy of the top management, who believes in creativity and quality design together with a rapid response to the needs and demands of the customers, has resulted in rapid international expansion and an excellent response to its sales concepts.

Zara Home specialises in home furnishings, and also offers a wide range of tableware, cutlery, glassware and decorative items. The company launched two concept stores in the Paris suburbs to test its concept and the extent of interest among the French population, in 2006. The initial results of the sales and the response from customers was so tremendous that it encouraged the company to accelerate its development in the French territory, by launching its next three stores in Lyon, Marseille and Aix-en-Provence. In the summer of 2007, Zara Home opened a 500 square metre flagship store in the central commercial district of La Madeleine in Paris. The brand continued its growth strategy during 2008 and recently opened its seventeenth store in Toulouse.

As on today, Zara Home operates 241 stores world-wide, of which 210 are in Europe and 17 in France. Zara Home also has stores in Spain, Andorra, Belgium, Cyprus, Greece, Italy, Malta, the Netherlands, Portugal, Romania, Russia, Turkey and the UK; Mexico; and Bahrain, Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia and the UAE. The company now plans to expand its operations in Jakarta, Indonesia.

Zara Home puts special emphasis on its merchandising and store displays. The stores of the company are designed to facilitate easy shopping for the customer. The stores are designed in five fashion environments: the White line of embroidered household linen and openwork fabrics; the Ethnic line inspired by Arts-Déco/Art Nouveau in black and gold; the Country line in pink and beige tones inspired by Victorian design; the more graphic and masculine Chic line; and finally the Basic line with matching sheets, towels and tablecloths in different colours. The company also sells a short line of interior clothes, with a cocooning tendency: bathrobes, pyjamas, baby-dolls and interior shoes. There is a separate corner for children with a mixture of textile and decoration.

Zara Home gives high priority to customer service. The company's website is very user friendly as it can supply special orders and may be used to order home delivery and alterations services. Zara Home updates its product range regularly and brings the latest fashion trends to home ...
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