Read the Marketing Excellence case about Zara at the end of Chapter 18 of the Kotler (2016) text. Respond to the following questions in a cohesive 500 – 750 word essay:
- How has Zara designed their channel system to respond to consumer demand in the marketplace?
- As a supply chain manager for Zara, what changes would you recommend to improve the efficiency of their logistics processes? (“I wouldn’t change anything” is not a suitable response)