This document discusses the marketing essentials for Zara, a UK-based fashion brand. It compares the marketing mix of Zara with Burberry and evaluates the current performance of Zara. It also formulates and evaluates a basic marketing plan for Zara to increase sales and revenue. The document covers the strengths, weaknesses, opportunities, and threats of Zara and explores the strategies and marketing mix elements used by the organization. It concludes with a discussion on monitoring and controlling the marketing plan for optimal performance.