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The strategy should be successful in each of their units competitive advantage can not be concentrated in one or more links of the value chain. The company Zara, win the market in record time, is a prime example strategy, successful in each of its elements. Zara made a bid for frequent changes of the collections – more than 15 a year (while other producers are changing clothes collection of a maximum of once per season), trendy trends at reasonable prices, production in Europe (she has no time to transport goods from China or Hong Kong), location of stores in areas with a large flow of people (large shopping centers, main streets), the calculation of the "word of mouth" and repeat purchase rather than massive advertising in the media, etc.