top of page

S E Variety Store Clothing & Accessories

Public·10 members
Jameson Young
Jameson Young

Zara: A Marketing Analysis Case Study | Essay -

BCG Matrix of Zara

Zara is one of the most successful fashion brands in the world, known for its fast-fashion approach, innovative designs, and affordable prices. Zara is part of the Inditex group, which owns eight other brands, such as Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home, and Uterqüe. Zara operates in more than 200 markets on five continents, with over 7,000 stores and a strong online presence.

bcg matrix of zara

But how does Zara manage its diverse portfolio of products and markets? How does it decide which products to invest in, which ones to maintain, and which ones to phase out? One of the tools that can help answer these questions is the BCG matrix.

What is BCG matrix?

The BCG matrix is a strategic framework developed by the Boston Consulting Group in the 1970s. It helps businesses analyze their product portfolio based on two dimensions: market share and market growth. Market share indicates how well a product performs relative to its competitors in a given market. Market growth indicates how fast a market is expanding or contracting.

By plotting their products on these two dimensions, businesses can classify them into four categories: cash cows, stars, question marks, and dogs. Each category has different implications for the product's profitability, growth potential, and resource allocation.

What are the four categories of BCG matrix?

The four categories of BCG matrix are:

  • Cash cows: These are products that have a high market share in a low-growth market. They generate more cash than they consume, and they are usually well-established and dominant in their market. Cash cows provide a stable source of income and profits for the business, and they require little investment to maintain their position.

  • Stars: These are products that have a high market share in a high-growth market. They are also profitable and generate cash, but they require more investment to sustain their growth and fend off competitors. Stars have the potential to become cash cows in the future if they can maintain their market share as the market matures.

  • Question marks: These are products that have a low market share in a high-growth market. They are also known as problem children or wild cards, because they have uncertain prospects. They consume more cash than they generate, and they require significant investment to increase their market share and become stars. However, they also face high competition and risk of failure.

  • Dogs: These are products that have a low market share in a low-growth market. They are also unprofitable and generate little or no cash. They usually have a weak or declining position in their market, and they face low customer demand and high competition. Dogs are often considered as candidates for divestment or elimination.

Cash Cows

Zara has several products that can be considered as cash cows. These include its core clothing lines for women, men, and kids, as well as its shoes and accessories. These products have a loyal customer base and a strong brand recognition in many markets around the world. They also benefit from Zara's efficient supply chain and distribution network, which enable it to offer fresh and trendy products at low prices.

Zara maintains its cash cows by constantly updating its collections based on customer feedback and market trends. It also leverages its online platform and social media presence to enhance its customer engagement and loyalty. Moreover, it invests in quality control and sustainability initiatives to ensure its products meet high standards of health and safety.


Zara also has some products that can be classified as stars. These include its fashion denim, fashion jersey, and unique collection of bags and accessories. These products have a high demand and popularity among customers who seek more variety and exclusivity in their fashion choices. They also have a high growth potential in emerging markets where Zara is expanding its presence.

Zara grows its stars by investing in research and development, design innovation, and marketing campaigns. It also uses its data analytics capabilities to identify customer preferences and tailor its products accordingly. Furthermore, it explores new channels and formats to reach new customers and segments.

Question Marks

Zara faces some challenges with some of its products that fall into the question mark category. These include its home decor line (Zara Home), its premium line (Zara Collection), and its cosmetics line (Zara Beauty). These products have a low market share in a high-growth market, where they face intense competition from other players such as H&M Home, Mango Premium, Sephora, etc.

Zara handles its question marks by adopting different strategies depending on the product's potential and performance. For example, it may decide to invest more resources to boost its market share and differentiate its products from competitors (e.g., Zara Beauty). Alternatively, it may decide to reposition or rebrand its products to appeal to a different target audience or niche (e.g., Zara Collection). Or it may decide to partner with other brands or influencers to increase its exposure and credibility (e.g., Zara Home).


Zara has few products that can be considered as dogs. These include some of its seasonal or limited-edition collections that do not generate enough sales or profits to justify their existence. These products have a low market share in a low-growth market, where they face low customer interest and high inventory costs.

Zara eliminates or minimizes its dogs by using various tactics such as discounts, promotions, donations, recycling, or repurposing. It also uses its agile supply chain management system to reduce overproduction and waste. Moreover, it monitors closely its product performance and customer feedback to identify any signs of decline or dissatisfaction.


In conclusion, Zara has a diversified product portfolio that consists of different types of products according to the BCG matrix. It has cash cows that provide steady income and profits; stars that offer growth opportunities; question marks that pose challenges; and dogs that require attention or elimination.

Zara should continue to leverage its strengths such as fast-fashion approach, customer-centricity, design innovation, supply chain efficiency, online presence etc., to maintain or improve its position in each category. It should also be aware of the external factors such as competition, consumer trends, environmental issues etc., that may affect its performance in each category.

Frequently Asked Questions

  • What is the purpose of using BCG matrix?

The purpose of using BCG matrix is to help businesses analyze their product portfolio based on two dimensions: market share and market growth. This helps them identify which products are profitable or unprofitable; which products have growth potential or decline risk; which products require more or less investment; etc.

  • What are the advantages of using BCG matrix?

The advantages of using BCG matrix are:

  • It is simple and easy to use

  • It provides a clear visual representation of the product portfolio

  • It helps businesses allocate resources effectively

  • It helps businesses develop strategies for each product category

  • It helps businesses identify opportunities for diversification or consolidation

  • What are the limitations of using BCG matrix?

The limitations of using BCG matrix are:

  • It assumes that market share and market growth are the only factors that determine product performance

  • It ignores other factors such as product quality, customer loyalty, brand image etc., that may affect product performance

dependencies among different products

It does not consider the dynamic nature of markets that may change over time

It does not provide specific guidance on how to implement the strategies for each product category

  • How can Zara improve its BCG matrix?

Zara can improve its BCG matrix by:

  • Using more criteria than market share and market growth to evaluate its products, such as customer satisfaction, profitability, sustainability, etc.

  • Considering the interactions and synergies among its products, such as cross-selling, bundling, complementarity, etc.

  • Updating its BCG matrix regularly to reflect the changes in the market conditions and customer preferences

  • Using other tools and frameworks to complement its BCG matrix, such as SWOT analysis, VRIO framework, Porter's five forces, etc.

  • Testing and validating its strategies for each product category with experiments and feedback loops

  • What are some examples of Zara's products in each category of BCG matrix?

Some examples of Zara's products in each category of BCG matrix are:

Cash CowsStarsQuestion MarksDogs

Zara Woman Basic CollectionZara Woman Fashion DenimZara Home Decor LineZara Woman Limited Edition Collection

Zara Man Basic CollectionZara Man Fashion JerseyZara Collection Premium LineZara Man Limited Edition Collection

Zara Kids Basic CollectionZara Kids Fashion AccessoriesZara Beauty Cosmetics LineZara Kids Limited Edition Collection

Zara Shoes and AccessoriesZara Bags and Accessories Unique Collection--



Welcome to the group! You can connect with other members, ge...


bottom of page