February 21st, 2020 
Company is ZARA
1. (20%) Identify the fashion retailers retail strategy to include:
a. The retailers target market(s) and positioning.
b. The retailers complete retail mix (remember, this is different than the
Four Ps!).
c. The retailers sustainable competitive advantage(s).
(Chapters 1 and 5)
2. (20%) Identify the fashion retailers direct (intratype) competitors and indirect
(intertype) competitors (minimum of two for each). Then outline the fashion
retailers strengths and weaknesses comparative to each of those
competitors.
(Chapters 1 and 2)
3. (30%) What are logical growth opportunities for your fashion retailer? Identify
and evaluate at least three different opportunities the company should
consider.
(Chapter 5)
4. (15%) Identify and thoroughly explain at least three traits in the environment
(look at both the internal and external environmental factors) that may
adversely affect the fashion retailers performance in the next year.
(Chapter 5)
5. (15%) Assess the fashion retailers performance and position in the
marketplace, and prospects for the future. For example:
a. Is the retailers future promising or questionable? Why? (Remember: give
statistics and facts to back up your opinions!)
b. What does the company need to do in the future to provide strong
financial returns?
(Chapters 5 & 6)
Question & Answer Format
You must include proper in-text citations or footnotes if you use any external sources (even the textbook). in your paper! APA formatting.
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