Having examined how Coca-Cola is a great example of the marketing theory in the specification (see BUSINESS REVIEW, Vol. 22, No. 1, pp. 32–33), now we will look at how the clothing giant Zara can be used as a case study in terms of its operational performance. What makes this company so interesting is that it has built its success on a clear focus on operations and with little regard to the marketing aspect. Zara founder Amancio Ortega famously referred to advertising as ‘a pointless distraction’.
The specification suggests that the main operational objectives should include:
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