Klíčové faktory úspěchu společnosti Inditex S.A

The Master's thesis deals with the identification and analysis of key success factors of the multinational clothing group Inditex S.A. A case study has been chosen as a suitable research method to analyse the circumstances leading to the establishment of the company, its international expansion, the factors contributing to Inditex's dominant position in the clothing industry and the impact of sustainability trend on Inditex's production. The first chapter describes the suitability of applying the case study as a research method and introduces six phases of conducting the case study. The second chapter focuses on collecting and analysing data about the Inditex group. The company's history, its position in the clothing industry, the specifics of the marketing mix of the individual retail formats and the current strategies of the whole group are presented. The second chapter also introduces the results of a questionnaire survey on the role of fashion sustainability in customer's purchase decision-making. The third chapter interprets the results of the case study research in the form of a SWOT analysis which presents the strengths and weaknesses of the Inditex group and the opportunities and threats which the group is currently facing.