title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð±ÑÐµÐ½Ð´Ð° Zara
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Developing a targeted marketing strategy for the new Zara brand segment
Creators: name: Ð¡Ð¾Ð»Ð¾Ð¿Ð¸Ð½Ð°, ÐÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ. Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ
ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ñ
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
trade. enterprise marketing
segmentation
positioning
research

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð±ÑÐµÐ½Ð´Ð° ZaraÂ». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð°Ð»ÑÑÐµÑÐ½Ð°ÑÐ¸Ð²Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð¿Ð¾ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ ÑÐµÐ»Ð¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÐ·ÑÑÐ¸ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. 2. ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. 3. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÑÐ½Ð¾Ðº Ð¾Ð´ÐµÐ¶Ð´Ñ Ð¸ Ð¾Ð±ÑÐ²Ð¸. 4. ÐÑÐ±ÑÐ°ÑÑ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ Ð½Ð¾Ð²ÑÐµ ÑÐµÐ»ÐµÐ²ÑÐµ ÑÐµÐ³Ð¼ÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð°. 5. ÐÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÑ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ¾Ð²Ð°ÑÐ° Ð´Ð»Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. 6. ÐÑÐ±ÑÐ°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. 8. Ð Ð°ÑÑÑÐ¸ÑÐ°ÑÑ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð² ÐÐ Â«ÐÐ°ÑÐ°Â» Ð¡ÐÐ. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐ¾ÑÐ³Ð¾Ð²ÑÐµ Ð¸ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, Ð¸ Ð¸Ñ ÑÐ¾ÑÑÐ°Ð². ÐÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ°ÑÑÑÑÑ, Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÐºÐ¾ÑÐ¾ÑÑÑ, Ð¼Ð¾Ð¶Ð½Ð¾ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐ»ÐµÑÐ¾Ð¾Ð±ÑÐ°Ð·Ð½Ð¾ÑÑÑ ÑÐ¾Ð¹ Ð¸Ð»Ð¸ Ð¸Ð½Ð¾Ð¹ Ð¸Ð· Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ» Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ ÑÑÐ½Ð¾Ðº Ð¾Ð´ÐµÐ¶Ð´Ñ Ð¸ Ð¾Ð±ÑÐ²Ð¸, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÑÐ´ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹, Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÐºÐ¾ÑÐ¾ÑÐ¾Ð³Ð¾ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¸Ð½ÑÑÑ ÑÐµÑÐµÐ½Ð¸Ñ, ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÑÑÐ¸Ðµ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¸Ð±ÑÐ»Ð¸.
description: The topic of the final qualification work: "Development of a target marketing strategy for a new segment of the Zara brand". This work is devoted to the development of alternative marketing solutions to achieve the goal of the enterprise. Tasks that were solved in the course of the study: 1. To study the characteristics of the enterprise under study. 2. Analyze the marketing activities of the company. 3. Analyze the clothing and footwear market. 4. Select and justify new brand target segments. 5. Present the product positioning for the new segment. 6. Choose a targeted marketing strategy. 7. Develop a program of targeted marketing activities for the new segment. 8. Calculate the economic efficiency of the proposed measures. The work was carried out in JSC "Zara" CIS. In the course of the work, the trade and existing marketing solutions of the enterprise were considered, and their composition. Calculations were carried out, on the basis of which it is possible to analyze the feasibility of one or another of the proposed recommendations. As a result, the market of clothing and footwear was analyzed, a number of studies were conducted, on the basis of which decisions were made that contribute to the development of the company, as well as to increase profits.