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MKT630 International Marketing Assignment No. 2 Solution & Discussion Due date 31st January 2013

To understand target marketing and different phases or steps involved in this
process, including market segmentation, market targeting and market positioning
After attempting this activity, students will be able to know;
What is the importance of international target marketing?
What are the important factors playing role while targeting the particular segment of
the market?
(20 Marks)
Zara N Erick is the famous brand for female garments in Europe. They have
targeted young females from teen age to late twenties. Most of their product
lines are related with casual apparels; they deals in short frocks and leggings.
Most of their apparels are focused on European styles, culture and traditions. Z
n E is famous for summer clothing, people living in United Kingdom are
enthusiastic about new arrival in every season and wait for Z n E summer
collection. Moreover people wait for ‘off sales’ in the month of September in
which they get discounts up to 80%. This popularity and huge sales made
CEO of the company to think on expansion. He took the decision to go for
South Asian market including India, Pakistan, Bangladesh and Srilanka. They
launched in Feb 2010 and organized very big inauguration ceremony at Marriot
Karachi, in which they summon top models of Pakistan on ramp for catwalk.
After that they have planned to open outlets in different areas and target
audience were young females of upper class and potential buyers of Z n E
products. The matter of fact is that upper class is influenced by the western
society (what management of Z n E thought at that time) and will be the
potential customer.
By March 2010, after signing an agreement with the local designers, Z n E
started their sales in markets like century plaza in Karachi, Liberty in Lahore
and Jinnah Supper market in Islamabad. Projected sale was 1 million dollars by
the end of September 2010, but results were so disturbing for the top
management of Zara N Erick. They were succeeded to sale only 26000 $ by the
end of July 2010. It seems impossible to meet the projected target for this
CEO got worried and wanted to know the possible reasons behind this failure.
Being a marketing student, critically analyze this situation and highlight the
possible reasons behind this failure. Also recommend the solution for the core

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