
Good morning!! I’m Nuri Galí, Last year we had to choose a subject for a research project and at that moment the subject that interested me a lot was Inditex and my research work consisted of studying the multinational company called Inditex. I asked myself what strategy they would use to have a lot of sales. In the end I decided to investigate the success of Inditex. Another reason was because in the future I’m going to study business and I thought that it would be a good opportunity to introduce myself.
The main objectives that I proposed to do were:
· Study the history of Inditex
· Study all the beginnings of the different departments in the company
· Study the accounting
· And finally to study the shops, the consumer’s profile, the worker’s profile and the manager’s profile.
In these graphics I’m showing you the evolution of Inditex over a period of ten years from 1998 to 2008. We can see that every year that passes there is an increase. The exportation sales beat the Spanish sales and as a result of the increase international expansion. I could conclude that Inditex increases the shops, sales, profits, workers,.. and Inditex passes from a national company to multinational company.
The study of accounting I did a different economic analysis and the result was that the company has a good business situation and its result is positive.
I studied the different system of shops in Figueras and I concluded that all the shops belonging to Inditex have the same system. All the shop lines offer a lot of variety clothes, the prices are economic, the shops follow a protocol of placement and distribution of clothes and we can see that Inditex doesn’t use a means of communication for publicity. And the main success is the relation between quality and price.
In conclusion of this part I discovered the commercial strategies and they are:
- They use the shop window for publicity, a specialist (called a window-dresser) comes to Figueres and he arranges the shop window himself.
- They use the shopping bag for publicity.
In studying the consumer I can see a difference between the profile of the man and the profile of the woman. We can see that the reason for their purchases is the same: low cost. The man likes to find some big size compared to the woman who is not interested in it. On the whole the woman buys a lot that she thinks about before and the man has very clear ideas. On the one hand the woman with 60% doesn’t like to find the imitation of another brand and on the other hand, the man doesn’t care.. And finally there are 50% of woman interested in the shop window, where as not even 50% of men are interested in the window displays.
The study of worker and manager, I was told that the opinion of selection they want to know if you have experience. Their priority competitive is to increase the sales of last year, and she gets paid commission on her sales. And they have to prepare a report of the system in the shop for the central.
My personal opinion is that doing this project I helped me to know what the company’s profile is and to know about their financial system. I hope that this study will be useful in the future when I study business. And on a level personal I think that it turned me a critical consumer because now I know all the strategies to increase the sales and what’s more I think that now at the moment of buying, I will be a more conscious buyer.