Zara: Marketing Concepts and Internal Relations

Unit 2: Marketing Essentials
Assignment title: “A1: Marketing Concepts and
Internal Relations”
Table of Contents
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Abstract.....................................................................................................................................................4
Company introduction................................................................................................................................4
Company History & Concept........................................................................................................................5
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organization................................................................................................................................................8
1.Introduction about Marketing.................................................................................................................8
What is Marketing?.................................................................................................................................8
Current trend of ZARA Marketing..........................................................................................................9
Future trend of ZARA Marketing............................................................................................................9
2.Overview of the different Marketing Process.......................................................................................10
Research the market, customers as well as their needs and desires...................................................11
Design a marketing strategy based on the needs and desires of the customer..................................11
Develop a mix marketing strategy that can deliver the best value to customers based on the
marketing strategy set in the previous phase......................................................................................12
Build relationships with customers, potential partners, build customer care processes....................12
Having completed the process of creating value from customers and close relationships with
customers, the final process of marketing is gaining value for the business......................................12
3.Role and responsibilities of a marketing manager within the organization.........................................13
A Marketing Manager Conducts Market Research..............................................................................13
Developing the Marketing Strategy......................................................................................................13
Customer Relationship Management...................................................................................................13
Employee Management........................................................................................................................14
Identifying New Business Opportunities..............................................................................................14
4.The influences and interrelates with other departments in an organization.......................................15
The relation with the Human Resource Department:..........................................................................15
The relation with the Finance Department:.........................................................................................15
The relation with the Production department:....................................................................................16
5.The value and importance of the marketing role in the context of the organization..........................16
6.Conclusion that emphasize the significance of having effective interrelationships between different
functional department..............................................................................................................................17
Conclusion.................................................................................................................................................18
References................................................................................................................................................19
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Abstract:
Global trade expansion, increased consumer demand, fast fashion, increased product
accessibility, and competitive pricing have compelled suppliers, designers, product
manufacturers, and retailers to seek alternative sources of supply. many apparel and retail firms
have had to rely on global competitive sourcing strategies in order to find suppliers who can
provide the required products with high quality, low cost, reliable delivery, quick response time,
and flexibility. Zara is a leading brand globally. I am going to demonstrate the key roles and
responsibilities of the marketing function and analyze the roles, responsibilities of marketing in
the context of the marketing environment. Then explain how roles and responsibilities of
marketing relate to the wider organizational context, how marketing interrelates with other
functions within the business also analyze the significance of interrelationships between
marketing and other functional units of the organization.
Company introduction:
Amancio Ortega and Rosala Mera founded Ara, a Spanish clothing and accessories retailer, in
Arteixo, Galicia, in 1975. It is the Inditex group's flagship chain store; the fashion group also
owns brands such as Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius, and Bershka.
Zara claims that it takes only two weeks to develop and launch a new product, as opposed to the
six-month industry average, and that it launches around 10,000 new designs each year. Zara has
defied the industry's trend of shifting fast fashion production to low-cost countries. Perhaps its
most unusual strategy was its policy of no advertising; instead, the company preferred to invest a
percentage of revenues in the opening of new stores. Zara's image as a "fashion imitator"
company with low-cost products has grown as a result of this. In addition, the lack of advertising
contrasts with direct competitors such as Uniqlo and United Colors of Benetton.
Zara has been described as "possibly the most innovative and devastating retailer in the world"
by Louis Vuitton Fashion Director Daniel Piette. CNN has also referred to Zara as a "Spanish
success story."
The success of the Zara concept is reflected in the impact that the company has had on the
fashion industry, which has resulted in changes in the organizational methods of other clothing
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retailers, namely Benetton and Mango (Cinco Dias, 2003), and has even compelled luxury
fashion brands such as Gucci and Burberry to increase the rotation of their goods and develop
sister brands in order to expand their customer base (Fernie, et al., 1997; Foroohar, 2005).
Company History & Concept:
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