ZARA CASE STUDY - BACKGROUND READING: AVAILABLE IN THE CORE TEXTBOOK VIA THE HUB OR THERE IS AN OPEN BOOK SOURCE ON THE INTERNET.

De Wit, B (2020), Strategy, An International Perspective; 7th edition, Cengage Learning EMEA, Andover, Hampshire

STUDENTS ARE EXPECTED TO CONDUCT THEIR OWN INDEPENDENT RESEARCH FOR THIS COMPANY ALSO.

In the role of a Management Consultant, you are required to undertake a strategy upgrade of Zara UK and provide a business report to the CEO on further growth opportunities using the techniques and concepts you have covered in the module.

At least, THREE Global Entry Strategies should be evaluated in the report.

The report should include the following tasks:

• Task 1 -The External and Internal Environment (LO1)
• Identify and critically analyse the external and internal environment for Zara using relevant models.
• Discuss in more detail what you consider to be the 3 most critical factors emerging from your analysis.
• Determine Zara's current sources of competitive advantage and critically evaluate how they maintain and build on this competitive advantage.

Support your arguments with academic literature and references to other similar real companies.

Task 2 - Strategy in the Global Environment (LO3)

Using relevant models for analysing how organisations enter foreign markets, critically evaluate the motives for Zara expanding internationally and explain how this impacts their overall company strategy.

o Based on research conducted, provide justified recommendations for the different strategies (at least THREE Global Entry Strategies inclusive), Zara could use to enter and compete in the global environment better.

Support your arguments with academic literature and references to other similar real companies.

• Presentation and Structure
• Assessment Self-Evaluation

You should self-evaluate each single task of your report by using the rubric provided in the marking guide and attach it to your report. The template for this can be found in the marking guide section.