Comparative Essay Between Zara and Mango

María Fernández Checo

Professor Hayley Nova

Foundational English

14/12/2015

Comparative essay between Zara and Mango

                     Mango and Zara are two of the most important companies in the world. They’re two clear examples of spacious differentiators since their strategies allow them to compete both in leadership and by differences in costs. Both stores are very similar in terms of conditions of purchase procedures, policy shipping, returns and easy accessibility to the customers, but compared with Mango, Zara does their whole manufacturing process; they target a bigger and cheaper market, and are more focused on the trends of fashion.

                        The main difference between Zara and Mango is in the manufacturing process. Mango designs and distributes their clothes, but does not manufacture them, so they work with a large number of suppliers able to manufacture clothing at a competitive price. While, Zara performs a perfect synchronization in the processes of production and distribution, which can anticipate their competitors. This synchronization starts in the design then, approval of fabrics, dyeing, pattern making, tailoring, finish and then bagging the distribution and marketing. Zara is the only company in textile manufacturing internationally that also has own manufacturing processes.

                       Zara offers more not just the manufacturing and distribution process, they also are focused targeting a cheap but bigger market than Mango. Mango has made a strategic choice, who to sell and who does not. Their target is only 30% of the potential market. Styling and design are their factors of success. With the feedback of customers, the store manages to improve the product and adjust it to the needs and tastes of the customer. The chain aims to price and exclusivity trying to something by being cheap does not become something banal. Instead, Zara is interested in catching all the ages and all kind of persons. The target customers of Zara are women, kids, and men aged 0 to 40 who want cheap dresses but fashionable. It is a clientele that visit its shops regularly in search of something new. Both companies manage cheap prices, but Zara is targeting a bigger market that wants cheap and fashionable clothing