Bershka is a company belonging to the Spanish Inditex Group, which operates internationally. In actuality, Bershka is one of the rapidly growing companies of the Inditex Group and it has good prospects for the further development and entering new markets. At the same time, the company remains devoted to its target customer group ”“ the youth, which has been always the main concern of the company. On the other hand, the company keeps expanding not only in terms of international markets but also in terms of its target customer group. In such a way, the market expansion is one of the major, strategic goals of the company at the moment, which, though, would be quite difficult to meet taking into consideration the current economic recession.
In actuality, Bershka runs 591stores worldwide. The company operates in 40 countries of the world (Bershka, 2009).
Its main markets are European countries, but, in recent years, the company has started to enter markets of North Africa and the Middle East. In such a way, Bershka attempts to expands its business internationally overcoming its traditional market borders. At this point, it is worth mentioning the fact that the company attempts to focus on the markets which are located relatively close to the headquarter of the company located in Spain. In such a way, the company can save costs on transportation. However, the company needs to keep expanding its international market presence in order to remain competitive compared to its major rivals and increase its sale rates. This is why the company has already started entering new markets in Latin America, such as Mexico, Venezuela and other countries.
In addition, the company has already entered Russian market which is considered to be quite prospective, taking into consideration the growth of Russian economic which has been observed in recent years. In such a context, one of the most recent decisions of the company ”“ to enter the market of the United Arab Emirates ”“ seems to be particularly risky since the company was traditionally focused on the production of clothes for the youth, which style is quite different from conservative style of the UAE.
In this respect, it is important to lay emphasis on the fact that Bershka’s products are destined to the youth and the clothes of the company is characterized by the urban style, though it is not as urban as the style of Pull and Bear, another company of the Inditex Group. Nevertheless, Bershka is very popular among the youth. At first, the company was mainly focused on girls as its target customer group but eventually the company expanded its product line and started to produce clothes for young men as well. However, the company still remains focused on the youth solely and it has already gained the recognition and popularity among the youth of many countries of the world.
The popularity of the company is, to a significant extent determined by its customer-centered strategy. In terms of this strategy, the company attempts to ruin stereotypes concerning shops and shopping. To put it more precisely, Bershka stores are large and spacious with an avant-garde appearance (Bershka, 2009), which perfectly meet the interests and expectations of the youth. Moreover, Bershka’s stores are not routine stores where customers are shopping. Instead, they are position as meeting points for street fashion music and art (Bershka, 2009). As a result, customers can watch videos, listen to CDs or read magazines while shopping. In such a way, the company shifts shopping from a routine activity to the socio-cultural, aesthetically rich domain.
In such a way, due to the customer-centered strategy, the company attempts to develop customer loyalty and customer satisfaction, which are of the utmost importance in the contemporary business environment. In actuality, Bershka offers a totally new philosophy of company-customer relationship. The company attempts to ruin conventional stereotypes and emphasize the modernity of its stores and its ability to adapt to demands of customers.
At the same time, the company provides customers with a possibility to make routine shopping a significant and culturally meaningful event. In such a way, customers feel comfortable and, what is more, they view shopping as a sort of entertainment.
Thus, today, Bershka is one of the rapidly growing companies of the Inditex Group which expands its business internationally and offers its customers services and products of the highest quality. At the same time, the company is focused on the implementation of the customer-centered strategy. In such a way, with the help of this strategy, Bershka attempts to reach its strategic marketing goals, including the formation of a positive brand image, customer loyalty and increase customer satisfaction. The achievement of the aforementioned goals lays the foundation to the further progress of the company and its overall marketing success. In the contemporary business environment company-customer relationships are crucial for the successful marketing performance. In a combination with the international market expansion strategy, the formation of customer loyalty and customer satisfaction contribute to the steady development of the company within its niche of the international market.