HOW ZARA ADAPTED ITS STRATEGIES TO EXPAND GLOBALLY. A STUDY OF BUILDING BRAND AWARENESS WHEN EXPANDING IN A NEW MARKET THROUGH INTERNATIONALIZATION

• Main Author: Nayla Zulkarnain, Marsha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68169
• Institution: Institut Teknologi Bandung

Zara is the world's most extensive retail with incredible growth and progress, resulting in one of the most successful business models and strategies in history. The purpose of this research is to analyze the most influential factors that have led to Zara's success and examine its internationalization process from an international marketing perspective. As part of this study, the writer applied an in-depth case approach using the qualitative method, relying on both primary and secondary sources. The data collection includes an exploratory interview with several of Zara's loyal customers, books, articles published on the internet, and internal company documents. As a result, Zara's international expansion appears to follow the classic "stage" model of entering geographically or culturally near markets before moving on to distant ones. There were both push factors and pull factors that triggered their global expansion. Compared to its competitors, Zara has a few distinguishing characteristics. Among them, they promote themselves through their store, with little to no advertising. The findings of this research are expected to help other businesses in expanding their business to new markets globally.