The study will try to throw some light on resource, capability and competitive advantage of Zara located in Westfield Shopping Centre, Derby. The study will conduct micro and macro environment audit for the company. PESTLE, Porter’s Five Force and SWOT analysis will be incorporated in the study. In the second phase, the author will try to shed light on capabilities of Zara in terms of VRIN analysis. In the last phase of the analysis, the author will use Ansoff Matrix to identify strategic alternative available for Zara while facing competition from low cost competitor in the UK market.
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