This assignment should be 3 – 5 pages.  Be clear and concise and use bullets if would like where practical.  To answer these questions, you should also read chapters 12 and 13.

I would also advise you to do some independent research on Zara in magazines like Fortune, Forbes, etc.  The founder of Zara is Mr. Gaona (see http://en.wikipedia.org/wiki/Amancio_Ortega_Gaona) who is one of the richest dudes in the world, so there is quite a bit of information on him and the company.  I would also advise you to go visit their store.

1. How does Zara’s advantage travel globally?

2. What do you think of Zara’s past international strategy?  Evaluate its past strategy for Product (market selection), its mode of entry (e.g. franchising, etc) and its standardization of marketing approach.

3. What is the best way to grow the Zara chain internationally?  Where do you think (what region) would make most sense?