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Marketing strategy of Zara Co.
 Striežencová, Jana ; Průša, Přemysl (advisor) ; Malý, Lukáš (referee)
The main goal of this bachelor's thesis is an analysis of the current non-traditional marketing strategy of the clothing company, Zara, one of the most significant global representatives of the "Fast fashion" model. Another goal is to present a set of recommendations for the strategy's improvement based on my own survey results and SWOT analysis. The thesis is divided into two main parts. In the theoretical part the reader will familiarize him/herself with the basic marketing terminology necessary for clearer understanding of the subsequent text, while in the practical part he/she will gain a more detailed overview of the most important concept of the multinational company Inditex - the Zara brand. Attention is focused on the marketing mix of the company, my own survey results and SWOT analysis.
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