20.500.12556/DKUM-44384 TRŽNI USPEH MODNIH BLAGOVNIH ZNAMK ZARA IN GAP NA GLOBALNEM TRGU MARKET SUCCESS OF THE FASHION BRANDS ZARA AND GAP ON THE GLOBAL MARKET Razvoj modnega oblačenja ne pozna meja, zato se je v zadnjih nekaj letih trženje mode močno povečalo. V diplomskem seminarju sta predstavljeni svetovno poznani blagovni znamki Zara, s sedežem podjetja v Španiji in Gap, s sedežem podjetja v Ameriki. Ponujata pestro ponudbo visoko kakovostnih modnih oblačil in modnih dodatkov, po ugodnih cenah na globalnem trgu. Konkurenca modnih trgovcev na drobno je velika, zato morajo podjetja biti inovativna in pri globalnem širjenju morajo imeti učinkovito strategijo vstopa na nove trge. Glavni cilj diplomskega seminarja se nanaša na primerjavo marketinškega spleta modnih blagovnih znamk, ki vsebuje podatke o produktih, cenah, tržnih poteh in njuni promociji. Čeprav nekatera podjetja uporabljajo standardiziran marketinški splet, se podjetja v oblačilni industriji z osredotočenostjo na strankah, vedno bolj zanašajo na prilagojen marketinški splet za vsak trg posebej. Najbolj pomemben dejavnik uspešnosti poslovanja blagovne znamke Zara je hitrost distribucije in hiter odziv strankam, medtem ko blagovna znamka Gap uspešno gradi na novih prodajnih kanalih in močni promociji. The development of fashion clothing knows no limitations, therefore in the last few years, the marketing of fashion greatly increased. In my thesis are presented world famous brand Zara, headquartered in Spain and Gap brand, headquartered in America. They both offer a wide range of high quality fashion clothing and fashion accessories at affordable prices globally. The competition between retailors is large, companies need to be innovative and creative, as they are increasing. They must have an effective strategy at entering new markets. The main objective of the thesis concerns a comparison between the marketing mix of the brands Zara and Gap, which contains information on products, prices, channels of sales and their promotion. Although some companies use a standardized marketing mix, companies in the clothing industry focusing on the costumer, are increasingly relying on their adjustment of marketing mix for each market. The most important factor in business success of the brand Zara is the speed of distribution and rapid response to costumers, while Gap brand has successfully built on new channels of sales and a strong promotion. Zara Inditex Gap Gap Inc. marketing mix moda Zara Inditex Gap Gap Inc. marketing mix fashion true true false Slovenski jezik Angleški jezik Diplomsko delo 2014-05-24 15:56:45 2014-08-07 11:37:24 2022-05-12 03:08:06 2021-05-01 03:19:14 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 URN:SI:UM:DK:7RW0ISIU UNI_Vrstovsek_Ziva_2014.pdf UNI_Vrstovsek_Ziva_2014.pdf 1 89FB8D71DDC8AF6458B9D36FF17F6995 a570d24899498614868141f99eff2c2bd7816c2b2bc1e0fc69d19e9b9d17d729 d7dfecf2-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=63706 Ekonomsko-poslovna fakulteta 0 0 0