Analyse and evaluate contemporary marketing practice Assignment

Analyse and evaluate contemporary marketing practice - Assignment Example As such, the study of the factors which has created the competitive advantages for the company over the years of its operations seems to be a relevant and challenging topic in the arena of contemporary marketing. This report aims at studying the contemporary marketing practices of Zara that has been used by the company for creating a strong position for the company in its industry of operation. For this purpose, the sources of competitive advantage for the company has been identified and studied in depth. The business model followed by Zara is considered to be highly innovative and unique in nature/ the business model of the high street fashion retailer is built up on the vertical; integrations between the different levels and departments of the business including manufacturing, procurement, delivery and sale of the products. The business model is characterized by a unique flexible structure which helps the business to modify it according to the suitability and needs of the external environment and the business requirements at a particular point of time. The business model of Zara is identified to be one of the key drivers of the competitive advantage of the company. The vertical integrations within the business and with the external partners of the business like the suppliers and distributors and the use of advanced information and communication technology are the two main strengths of the business model of Zara. Additionally, the time factor and the use of the stores of the company as important sources of information make the business and with the external partners of the business like the structure of the company much unique and advanced as compared to the other fashion retailers. The ability of the fashion retailing company to design the products and deliver new lines of products in frequent intervals also acts as a major strategy of the company which enhances the competiveness of the company