5.1 Recommendations

From the SWOT analysis, PEST and PESTLE analysis and Porters five force this thesis gives hints about what Zara is able to do in order to improve its business.

5.1.1 SWOT analysis and our problems and issues Zara should focus
Keeping in view the SWOT analysis and our problems and issues Zara should focus on the following points and develop a strategy accordingly:
Advertising and Marketing
a. Unique approach of advertising and marketing within the business model of Zara adds an additional factor to their success. A 0.3% of total income is spent on marketing and advertising. This amount is significantly less than the competitors of Zara who are spending 3-4% of their total revenues on advertising and marketing. So Zara need to focus on advertising and marketing.
b. Because Zara is not in putting any effort for online marketing, that is why we do not find it in search results.
c. Zara should now develop its own IT and marketing department and should launch an online marketing campaign through search engine optimization, social networking websites like facebook, twitter, bebo etc.
d. At the moment Zara is more focusing on the development of its stores on the prime locations on the high streets which is also a good strategy.

e. With the help of fully functional interactive website customers can give feed back immediately after using the product and we can improve our products quickly.
f. key to keep the designer updated regarding rapidly changing customer