title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð° Ð¾Ð´ÐµÐ¶Ð´Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÐÐ²ÑÐ¾Ð¿Ñ
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: Development of a competitive strategy for a clothing brand in the European market
Creators: name: ÐÑÐ»Ð¸ÐºÐ¾Ð²Ð°, ÐÐ¸ÑÐ°Ð»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
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ
ÑÐ±ÑÑ
Ð±ÑÐµÐ½Ð´
ÑÑÐ½Ð¾Ðº Ð¾Ð´ÐµÐ¶Ð´Ñ
trade
competition
competitive strategies
competitors
sales
brand
clothing market

description: Ð¢ÐµÐ¼Ð° ÑÐ°Ð±Ð¾ÑÑ: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð° Ð¾Ð´ÐµÐ¶Ð´Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÐÐ²ÑÐ¾Ð¿Ñ. Ð ÑÐ¾Ð´Ðµ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐµÐ¼Ñ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¸ÑÐ¿Ð°Ð½ÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ZARA, Ð° ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð´Ð¸Ð¿Ð»Ð¾Ð¼Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: 1). Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐµÐ¹ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð±ÑÐµÐ½Ð´Ð° ZARA. 2). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ. PEST-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ZARA. 3). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ¾ÑÑÑÐ¾ÐµÐ½Ð¸Ðµ Ð¼Ð°ÑÑÐ¸ÑÑ Ð¿ÑÑÐ¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°. 4). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¾ÑÐµÐ½ÐºÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸. ÐÐ¾ÑÑÑÐ¾ÐµÐ½Ð¸Ðµ Ð¼Ð½Ð¾Ð³Ð¾ÑÐ³Ð¾Ð»ÑÐ½Ð¸ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸. 5). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐ¸Ð»ÑÐ½ÑÑ Ð¸ ÑÐ»Ð°Ð±ÑÑ ÑÑÐ¾ÑÐ¾Ð½. SWOT-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ZARA. 6). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÐ½ÐºÐ° Ð¾Ð´ÐµÐ¶Ð´Ñ Ð² ÐÐ²ÑÐ¾Ð¿Ðµ. 7). Ð¡ÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ ÐµÐ²ÑÐ¾Ð¿ÐµÐ¹ÑÐºÐ¾Ð³Ð¾ Ð¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð² Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹. 8). Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹ Ð² Ð¾ÑÑÐ°ÑÐ»Ð¸ Ð¾Ð´ÐµÐ¶Ð´Ñ. 9). ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð±ÑÐµÐ½Ð´Ð° ZARA Ð¸ ÐµÐ³Ð¾ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². 10). ÐÐ½ÐµÑÐµÐ½Ð¸Ðµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹ Ð¿Ð¾ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¼ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐ¼ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ZARA. 11). ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹; Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¸ÑÐ¿Ð°Ð½ÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ZARA, Ð³Ð´Ðµ ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°. ÐÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ°ÑÑÐµÑÑ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»ÐµÐ¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸, ÑÑÐ¾Ð±Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÐºÐ°ÐºÐ¾Ð¹ Ð¸Ð· Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð±ÑÐ´ÐµÑ ÑÐ°Ð¼ÑÐ¼ Ð¼Ð°Ð»Ð¾Ð·Ð°ÑÑÐ°ÑÐ½ÑÐ¼. ÐÑÐ¸ Ð´Ð°Ð½Ð½ÑÑ ÑÐ°ÑÑÑÑÐ°Ñ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÑÐµÐ´Ð½Ð¸Ðµ ÑÐµÐ½Ñ Ð½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÑ Ð¿Ð¾Ð´Ð¾Ð±Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð² Ð´ÑÑÐ³Ð¸Ñ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð°Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ Ð¾Ð±ÑÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° Ð¾Ð´ÐµÐ¶Ð´Ñ Ð² ÐÐ²ÑÐ¾Ð¿Ðµ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ZARA Ð¸ ÐµÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð²: H&amp;M, Mango Ð¸ Benetton.
description: Topic: Development of a competitive strategy for a clothing brand in the European market. In the course of this topic, the competitive strategies of the Spanish brand ZARA were considered, as well as recommendations for improving the company's competitiveness were proposed and the effectiveness of the proposed measures was evaluated. Tasks that were solved in the course of the thesis: 1). Consideration of the general characteristics of the ZARA brand. 2). Conducting an analysis of the macro environment. PEST analysis of the ZARA enterprise. 3). Analysis of the microenvironment of the enterprise. Building a matrix of Porter's five competitive forces. 4). Conduct a competitive assessment. Building a competitiveness polygon. 5). Conducting an analysis of strengths and weaknesses. SWOT analysis of the ZARA enterprise. 6). Conducting an analysis of the clothing market in Europe. 7). Comparison of the European and Russian customer segments. 8). Consideration of the specifics of competitive relations in the clothing industry. 9). Conducting a comparative analysis of the competitive strategies of the ZARA brand and its main competitors. 10). Making suggestions on competitive strategies and developing recommendations for ZARA. 11). Evaluation of the effectiveness of the developed recommendations; The work was carried out on the basis of the Spanish brand ZARA, where a significant part of the factual material was collected. Performance indicators were calculated to determine which of the proposed projects to increase competitiveness would be the least cost-effective. In these calculations, the average prices for the development of similar events in other stores were analyzed. As a result, we conducted a general analysis of the clothing market in Europe and a comparative analysis of the competitive strategies of ZARA and its main competitors: H&amp;M, Mango and Benetton.