INSTRUCTIONS: Select a competitor to Zara (e.g. Gap). Compare and contrast how Zara and its competitor applied the marketing mix elements (7P’s) to create their positioning. Use a table to compare the marketing mix of each company side-by-side. What do you think that Zara did differently or better than its competitor(s)?* Zara is a fashion retail chain of Inditex Group owned by the Spanish businessman,Amancio Ortega, who also owns brands such as Massimo Dutti, Pull & Bear, Oysho, Uterqüe,Stradivarius and Bershka. The Inditex group (of which zara is a part) is headquartered in la Coruña, northwest Spain, where the first zara store opened in 1975. It is claimed that zara needs just two weeks to develop a new product and get it to stores, compared with a two-month industry average. zara has resisted the industry-wide trend towards outsourcing fast fashion production to low-cost countries. Its most unusual strategy is its policy of zero advertising; the company prefers to invest a percentage of revenues in opening new stores instead.