Read the attached case “ZARA: Fast Fashion” and answer the 2 questions based on the lecture notes.
One of the important aspects of this case is that it can be used to link marketing to other functional areas,
particularly supply chain management and finance.
1) Why might Zara fail? How sustainable would you calibrate its competitive advantage as being relative
to the kinds of advantages typically pursued by other apparel retailers?
2) How well does Zara’s advantage travel globally?
