How ZARA Should Improve Guest Satisfaction After the Xinjiang Cotton Incident

Abstract

This report focuses on the investigation of ZARA's customer’s satisfaction after the incident of Xinjiang cotton. In terms of the importance of this topic, if i make an analysis on Xinjiang cotton incident topic which is timely at the moment, it might help people know more about the topic and have their own position. Recently, ZARA has been involved in a culturally sensitive incident of Xinjiang cotton. Thus, ZARA’s position on this incident is controversial, which also may had an impact on customer’s satisfaction. Hence, i chose this topic to do the R&D. In accordance with the guidelines of the planning stage, combined with the theoretical knowledge of marketing/finance and corporate accounting, analyze the validity of the survey results and data, and obtain the corresponding results. I deepened the market environment of ZARA, ZARA’s marketing mix. I also employed the SWOT analysis to deepen the analysis of ZARA’s internal environment. At the same time, in order to make the information more detailed, I specially collected secondary data, i get to know the financial situation of ZARA. At the end of the report, i combined the previous investigation to give recommendations to help ZARA to develop a further improvement. From a theoretical point of view, this investigation and study tested the theories and methods of framework of marketing mix, PESTCOM and SWOT analysis approach in ZARA, which enriched its research. From a perspective of marketing practice, this research cannot only provide decision-making basis for enterprises to better meet consumer needs, but also provide suggestions for ZARA to deal with opportunities and adjustment in the marketing environment. However, in the continuous in-depth practical investigation and research, I also found that I lacked theoretical knowledge, and certain theories did not have a very good practical effect in the organization.