Maintaining a competitive advantage in global economy. Analysis focused on Fashion market and Zara International

      Аннотация: As globalization has rendered the business environment more complex, dynamic, and competitive for most sectors, thus the size of the market must be redefined. In today’s global market, strategic thinking examines and challenges the assumptions that exist around an organization’s value proposition. It is important to think about the right strategies for entering into a global market. In this book, we present different strategies that a company could make in order to penetrate the global market. For a better illustration, we have limited our research on the fashion market and based our analysis on Zara International; this allowed us to base our claims on quantitative facts (results). Zara International has a considerable advantage over its competitors and could be considered as the first fashion firm in term of strategy and revenue in the world, but researches show that its presence in Africa and Asia could very important as these continents represent more than 60% of the world market to be taken. Our research looks for solutions to the main problems of maintaining the standard while maintaining a good image of the company, then we will make recommendations to achieve them.

Ключевые слова: Global Economy, Economy, Fashion, Fashion market, Zara