International Business Homework assignment
This assignment should be 3 - 5 pages. Be clear and concise and use
bullets if would like where practical. To answer these questions, you
should also read chapters 12 and 13.
I
would also advise you to do some independent research on Zara in
magazines like Fortune, Forbes, etc. The founder of Zara is Mr. Gaona
(see http://en.wikipedia.org/wiki/Amancio_Ortega_Gaona)
who is one of the richest dudes in the world, so there is quite a bit
of information on him and the company. I would also advise you to go
visit their store.
1. How does Zara's advantage travel globally?
2.
What do you think of Zara's past international strategy? Evaluate its
past strategy for Product (market selection), its mode of entry (e.g.
franchising, etc) and its standardization of marketing approach.
3. What is the best way to grow the Zara chain internationally? Where do you think (what region) would make most sense?
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