Minji's Marketing Blog

Overview and Current Climate                 ZARA is an apparel company well known as a fast-fashion retailer that constantly releases new fashions and produces its own clothing. The products at ZARA include clothing, accessories, shoes, swimwear, beauty, homeware, and perfumes. However, Inditex, the parent company of ZARA, announced that the brand is currently facing competition from online retailers that can refresh their websites with new products daily, while ZARA has also been adapting to new trends and re-stocking products quickly (Network). ZARA is experiencing that more people have turned to online shopping, and the brand is now seeking to develop new technologies to respond to the changing consumer trends (Network). Not only has ZARA been facing challenges, but also the whole retail industry has been challenged fighting against e-commerce and the economic crisis since COVID-19 started. According to the data from McKinsey, consum...

Introduction Charles Hunley III (C.W. III), president of Hunley, Inc., aims to increase Hunley’s sales by 10% in 2018. He needed to decide whether Hunley wanted to use different marketing and advertising to position itself in order to ensure that shipments of either line of rods could reach stores in time for the peak 2018 season. Since Hunley was unable to offer lower price points, unlike its competitors that were succeeding with higher-priced offerings, C.W. III felt his team needed to discover connections due to whatever reasons of either a new product line or a new distribution channel such as Walmart.  In this marketing plan report, I will present a marketing plan for Hunley by analyzing the external environment and Hunley's current marketing decisions in order to determine the best way to achieve C.W. III’s objective, which is to grow Hunley’s sales by 10% in 2018 ultimately.  External Analysis   In this section, I am going to describe my analysis of the external en...