Zara Plus Sized A Case Study for a New Product Line Assignment

Zara Plus Sized A Case Study for a New harvest-tide Line - Assignment ExampleAccordingly, Zara does not currently have any offerings in positivist sizes or for the fuller calculate woman. Therefore, this is a lucrative trade in which Zaras competitors are capitalizing and Zara apparel is not. If Zara intends to nurse its competitive edge in this evolving commercialize, it exit be forced to integrate a full figured line of clothes into its output offerings. Normally, the apparel pains is already one that is almost wholly operate by consumer tastes however, now that consumer needs play such a key role, the evolution of the industry takes pop out even more rapidly than prior mart demands dictated. Objective The boilers suit objective is to create a prosperous impertinently line of plus surface/full figured womens clothing to extend the existing profitability of the Zara apparel firm. This objective will be accomplished by designing and producing a new line of full figured/ plus sized womens clothing, internally marketing that new product line, working to streamline and maximize the profitability of the new product line, monitoring its growth and success, and expanding the product line to different markets based on the profitability both online and in the initial US market introduction. As such, Zaras primary objective is to achieve market lot in an existing market with existing products. According to analysis of Ansoffs matrix referenced below in Figure 1.0, this strategy is the safest of Ansoffs 4 strategies. Figure 1.0 However, it is a well known fact that even with this safest of strategies, it is not without its limitations. just about prominent among these drawbacks is the fact that competitors will necessarily react to Zaras entry into the market. As Zara will be attempting to cut down on the number of customers and market share which these firms previously held, expect the competition to be fierce. By carefully measuring Zaras objectives wit hin the metrics of SMART (specific, measurable, attainable, and time bound), Zara apparel will ensure that the metrics and milestones of the product launch are well defined, possible, and timely. SPECIFIC/Measurable With the plus sized clothing market approaching US 20 billion dollar a year industry in the United States alone (Stark, 2012), it will be Zaras intent to capture 0.00875% of the US market - equating to get along sales figures of around US 165 million dollars per annum. Figure 2.0 below shows overall sales objectives for the first year of the new product line as compared with the overall size of the plus sized clothing economy in the United States. Figure 2.0 Attainable/Time Bound It is the sympathy of this analysis that such a figure is attainable given Zaras current market share and net profits as of fiscal year 2011 totaling over US 2.14 billion dollars (Irish Times, 2011). Even without accessing total internet sales into the overall tally, each of Zaras 49 stores in the United States will be responsible for generating around US 3.34 million dollars in sales of plus sized clothing in order to reach the sales number set forth by this analysis. For purposes of this analysis, the sales goals, both online and in