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

Zara Plus Sized A Case Study for a New reaping Line - Assignment ExampleAccordingly, Zara does not currently have any offerings in plus sizes or for the fuller reckon woman. Therefore, this is a lucrative grocery store in which Zaras competitors are capitalizing and Zara apparel is not. If Zara intends to maintain its competitive edge in this evolving commercialise, it leave behind be forced to integrate a full figured line of clothes into its product offerings. Normally, the apparel industry is already one that is almost wholly driven by consumer tastes however, now that consumer needs play such(prenominal) a key role, the evolution of the industry takes place even more rapidly than prior market demands dictated. Objective The overall objective is to create a prosperous modernistic line of plus size/full figured womens clothing to augment the existing favourableness of the Zara apparel firm. This objective will be accomplished by designing and producing a new line of full fig ured/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 contribution 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 swell known fact that even with this safest of strategies, it is not without its limitations. Most 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 object ives in spite of appearance 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 joined States alone (Stark, 2012), it will be Zaras intent to capture 0.00875% of the US market - equating to total 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 understanding 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, ea ch 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