The long-term strategic goal of the organisation is to secure the leading position of the retail business market by fulfilling the desires of their potential consumers. The organisation is committed towards providing innovative designs made of quality materials within affordable price ranges. The mission of the organisation is to provide positive contribution towards the sustainable development of the environment and society through their innovative business model (Viswanadham, No Date). 2.1 Competitive advantages of strategies Different strategic approaches help the organisation to achieve competitive position in the global retail industry. These approaches are- Customer centric apparel and accessories designing strategy: The organisation has adopted a strategy to directly ask the consumers about their preferences in cloth and accessories designs.
The sales associates of the organisation use personal digital assistance (PDA) devices to collect the feedbacks of consumers about new clothing design ideas. The devices help them to quickly transmit the design ideas to their research and development departments. The design teams of the organisation are famous to deliver the new design to the market within a span of two weeks only (Viswanadham, No Date. ).
Using advanced technology: The organisation is using updated technology in terms of their cost control, inventory management and product tracking. Their PDA devices assist them to easily collect the details about sold out items, non-selling items, popular colours preferred by consumers and stores with maximum selling rates (Viswanadham, No Date). Proper control on the manufacturing procedure: The facility of fabric production of the organisation is situated in the central location of Spain. This assists the organisation to save time and money in their fabric manufacturing procedure. The manufacturing department schedule the shipments of product after every two weeks to keep their store stock updated with new fashions (Viswanadham, No Date).
2.2 Uniqueness of strategies The different features of Zara which make the business unique: The brilliant brand name of the organisation is one of the unique features which strengthen the market position of the organisation in different countries. The short and sharp approach of the brand name assisted the organisation to attract consumers from different geographical locations. All the stores of Zara display unique interior designs which plays a vital role to actualize their strategy to provide exceptional shopping experience to the customers.
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