Estudio de las estrategias de marketing operativo llevadas a cabo por el grupo Inditex
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2015-09-07
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Jaén: Universidad de Jaén
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[ES] El presente proyecto consiste principalmente en el estudio de las estrategias de marketing operativo llevadas a cabo por el sector textil. Teniendo en cuenta la diversidad de empresas que comprende el sector textil, me centraré en el Grupo Inditex puesto que es el principal distribuidor de moda, debido a la revolución que ha supuesto su modelo de negocio y a su gran volumen de facturación en los últimos años tanto a nivel nacional como internacional.
El objetivo es analizar las diferentes estrategias de marketing mix con sus cuatro variables básicas (producto, precio, distribución y comunicación) que adoptan las ocho cadenas comerciales del grupo.
Tras un análisis de manera individualizada de las cadenas comerciales y estudiando las diferentes estrategias de marketing que llevan a cabo cada una de ellas. Los resultados obtenidos, avalan al objetivo del estudio, puesto que se ha conseguido información suficiente para realizar un diagnóstico sobre la situación actual en la que se encuentra las diferentes cadenas de acuerdo a la estrategia de marketing operativo adoptada.
[EN] This project deals with the study of operational marketing strategies carried out by the textile sector. Taking into account the diversity of companies that comprises the textile sector, I will focus on the Inditex Group since it is the main distributor of fashion, because of the revolution that has brought its business model and its high turnover in recent years both nationally and internationally. The aim is to analyze the different marketing mix strategies with its four basic variables (product, price, distribution and communication) adopting the eight commercial formats of the Group. After an individually analysis of enterprises and studying the different marketing strategies perform each. The results obtained are objective of the study, since it has achieved enough to make a diagnosis on the current situation of textile companies according to operational marketing strategy adopted.
[EN] This project deals with the study of operational marketing strategies carried out by the textile sector. Taking into account the diversity of companies that comprises the textile sector, I will focus on the Inditex Group since it is the main distributor of fashion, because of the revolution that has brought its business model and its high turnover in recent years both nationally and internationally. The aim is to analyze the different marketing mix strategies with its four basic variables (product, price, distribution and communication) adopting the eight commercial formats of the Group. After an individually analysis of enterprises and studying the different marketing strategies perform each. The results obtained are objective of the study, since it has achieved enough to make a diagnosis on the current situation of textile companies according to operational marketing strategy adopted.