加拿大大学论文：ZARA公司成功的关键
加拿大大学论文：ZARA公司成功的关键
Zara是一个著名的品牌，因为它可以快速小批量的交付新衣服。在Zara，速度和反应能力比成本更重要。相对于其他零售商，Zara的生产和供应链被公司很好的控制。Zara认为供应链是其相对于竞争对手的竞争优势。保持低库存，因为Zara遵循的策略是每一款新产品必须在10天内销售。如果产品10天内未售出，则两周后更换。这就是公司库存成本较低的原因。服装的设计一定要有吸引力，色彩搭配要有吸引力，这样才容易吸引顾客。该公司的低成本生产效率将有助于提供具有吸引力的零售定价和良好的利润率。Zara KSFs是公司直接管理所有零售店，垂直整合是公司所遵循的。
加拿大大学论文：ZARA公司成功的关键
该公司拥有23个内部生产中心，并与小型制造商合作。生产周期完全自动化，并与其他生产要素相结合。ZARA的低库存竞争优势=产品在15天内被替换+低库存成本+短短两周的产品销售(人为稀缺性)=服装行业的“大销售”。这使公司能够在顾客心目中创造一个独特的形象。Zara通过限制或减少每一款产品的制造数量的策略，创造了一种产品稀缺性的条件，虽然这只是人为的稀缺性。这种策略甚至有助于降低更高的库存，从而造成产品在公司网点销售的情况。较低的库存数量也有助于节省库存在季末的处置成本。在销售中，该公司约18%的股票以折扣价出售，占行业平均销售额的一半左右。
加拿大大学论文：ZARA公司成功的关键
Zara is a renowned brand because of its quick and small batches delivery of new clothes. In Zara more than cost speed and responsiveness are valued. The manufacturing and supply chain of Zara are well controlled by the company in comparison to other retailers. Zara considers the supply chain as its competitive advantage against competitors. To keep low stock of inventory because Zara follows a strategy according to which every new product must be sold within a period of 10 days. In case if the product is not sold during 10 days then the products will be replaced after two weeks. This is the reason due to which the cost of inventory is low in the company. The designs of apparel must be appealing with attractive colour combination so that customers can be easily attracted. Low-cost manufacturing efficiency of the company will help in offering attractive retail pricing with good profit margins. Zara KSFs are the company directly manages all the retail stores, vertical integration is followed in the company.
加拿大大学论文：ZARA公司成功的关键
The company is having its own 23 in-house production centers and works with small manufacturers. The production cycle is fully automated and integrated with other factors of production. ZARA low inventory competitive advantage = products are replaced within 15 days + low inventory cost + sale its product for just two weeks (artificial scarcity) = “huge sales” in apparel industry. This enables the company in creating a distinctive image in minds of its customers. With the strategy of limited or reduced manufacturing quantity of each product style a condition of product scarcity is created by Zara though it is just artificial scarcity. This strategy even helps in lowering higher inventory which will create a situation of products being sold at company outlets. The low quantity of stock will also help in saving the disposition cost of inventory at the end of season. In sales about 18% of the company stock is offered in discounts by the company and that constitutes about half of the average sale of the industry.
