Multichannel Marketing Metrics and Methods

Question: Discuss about the Multichannel Marketing for Metrics and Methods. Answer: Introduction: Zara is a Spanish based organization that deals in apparel retailing businesses. The unique marketing strategies of Zara have helped organization to gain popularity in the market. Presently, Zara has more than 2000 retail outlets with a sales volume around $14.5 billion (Zara.com 2016). In this essay, focus will be on the evaluation of organizational strengths so that it can able to implement best possible marketing metrics to achieve sustainable growth in the market. Main body: Zara is an extremely popular name in the apparel industry that has its presence worldwide. Thus, brand name of Zara is extremely powerful that helps organizations to increase its sales volume further. In addition, Zara recruit best designers to create unique styles for all their products. It has helped the organization to maintain its popularity in the market (Suk 2013). Furthermore, Zara has made a conscious effort to develop effective eco-system condition for the organization so that it can able to sustain its position in the market. The case study has highlighted the fact that Zara has made a conscious effort to develop an effective supply chain management in order to increase the satisfaction level of the customers. Case study also have highlighted that Zara has consciously developed its production facilities near to its stores so that it can able to deliver product within 24 hours. Thus, it has provided Zara huge amount of advantage to capture the world apparel market effectivel y. Furthermore, the case study highlighted that Zara analyze the market in continues manner in order to identify the changing needs of the customers in an effective manner (Marshall 2014). Thus, it can also be regarded as one of the prime strengths of the organization. As mentioned earlier, Zara is an extremely popular name in the apparel industry. Therefore, it will have to utilize its brand name to maintain sustainable growth in the market. For that reason, Zara need to utilize product metrics in an effective manner. Strong brand name of Zara has the potential to influence customers to repurchase the products of the organization. Furthermore, as the market leader Zara also have to focus on the development of the product in order to gain competitive advantage in the market. Zaras product metrics strategy will also have to focus in effective utilization of its worldwide presence, as it can help to enhance the popularity of the new products in the market (Farris et al. 2015). Secondly, Zara will have to focus on the proper utilization of the supply chain metrics. As mentioned earlier, Zara has able to develop an extremely well structured supply chain network. Therefore, it will have to focus on different factors related to supply chain management to maintain sustainable growth in the market. For instance, Zara will have to focus on timely delivery of the product, time management; cash-to-cash cycle time and also have to on-time shipping rate to enhance the revenue level of the market (Palmer 2013). In order to utilize logistics or supply chain metrics effectively, Zara will have to utilize its worldwide presence in the market. As mentioned earlier, Zara has more 2000 retail outlets, which can help the organization to deliver right products on right time at the right place. The case study has already mentioned that Zara has able to maintain complete control over its production, design and distribution process. Therefore, it will have to focus on maintaining same level of effectiveness on the supply chain management processes in future as well. Thirdly, Zara will have to utilize customer service metrics, as it also goes well with the eco-system of the organization. As the case study have mentioned that Zara provides almost 70% of the managers salary on the commission basis so that they can remain careful always. The case study have also highlighted that Zara has always made a conscious effort to identify the changes in the needs of the customers (Sexton 2015). Therefore, utilization of customer service metrics will help the organization to improve communication opportunities with the customers. Furthermore, effective utilization of customer service metrics will help Zara to increase the satisfaction level of the customers. Now, effective understanding of the customer service metrics will help Zaras designers to develop product according to the need of the customers. Conclusion: The above analysis highlights the fact that Zara will have to consider several factors in order to develop strategies that goes with the eco-system of the organization. Thus, Zara will have to evaluate all the factors in such a way so that it can help to develop effective marketing strategies for the organization. References: Farris, P., Bendle, N., Pfeifer, P.E. and Reibstein, D.J., 2015.Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. FT Press. Marshall, K.P., 2014. Marketing Metrics Workshop 2014Part 1Introduction to Marketing Metrics and an Overview of a Marketing Metrics Course.ADVANCES IN MARKETING, p.263. Palmer, A., 2013. Multichannel Marketing: Metrics and Methods for On and Offline Success.Direct Marketing: An International Journal. Sexton, D.E., 2015. 18. Implementing marketing return metrics in organizations.Handbook of Research on Customer Equity in Marketing, p.431. Suk, I., 2013. Earnings Management and Myopic Marketing Management: Differential Metrics and Emphases.Journal of Accounting Marketing,2013. Zara.com. 2016.ZARA Official Website. [online] Available at: https://www.zara.com [Accessed 8 Sep. 2016].