Problem
Case Summary:
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara's online business had grown at a fast pace. By 2018, 12% of Inditex Group's total sales came from the online channel. Since the inception of the first online store, Inditex leadership wanted its online and offline businesses to be integrated. However, the increase of online orders challenged some of its operations. Inditex was committed to the vision of becoming fully-integrated, fully-digital, and fully-sustainable by 2020. How could stores continue to be relevant in a world with increasing presence of online touchpoints?
Task
a) Conduct a SWOT analysis with respect to ZARA's online business.
b) Based on the threats/opportunities in the SWOT, develop 2-3 alternatives, evaluate their pros/cons, then recommend a solution that will help Zara achieve its stated objectives. You can organize the alternatives, pros and cons in a table.