Marketing Essentials Assignment - Zara company

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a) Key roles and responsibilities of marketing function........................................................1
b) Roles and responsibilities of marketing functions in marketing environment of Zara.....3
c) Significance of interrelationship between marketing and other functional units...............4
d) evaluation of elements of marketing function and its interrelations with various
departments ...........................................................................................................................5
LO 2 ................................................................................................................................................6
1) Comparison of marketing mix between Zara and H&M...................................................6
2) Tactics applied by Zara......................................................................................................7
LO 3.................................................................................................................................................8
1) Marketing plan of Zara......................................................................................................8
2) Detailed coherent evidence based marketing plan for Zara.............................................10
3)strategic marketing plan of Zara.......................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is essential in finding customer’s needs and wants. It assists in planning and
developing product and services that will help in gaining customers attention. Present study will
be based on Zara that operates in the field of retail and provide amazing cloths to consumers.
Study will be explained various marketing function roles and responsibilities such as gathering
information of market, designing and development of products and its planning. Furthermore, it
will describe role of marketing in the Zara. In addition, report will evaluate the implementation
of marketing plan with references to chosen firm.
LO 1
a) Key roles and responsibilities of marketing function
This concept states plan of action that is utilised by businesses in order to satisfy
customer’s needs, increase sale volume, maximizes revenue and for gaining competitive
advantage in the market place. Different strategy is executed from the stage of introduction of
services to people and asking their feedbacks, views and suggestions (Schmidts, 2018). Role and
functions of marketing are described as below:
Market researcher: This function performs role of researcher in the enterprises .it
conducts research and gather necessary detail about expectation of buyers so that entity can offer
them same products in order to satisfy their requirements. The marketing manager of Zara uses
marketing research report to identify target market for business at the initial stage of any
advertisement campaign. This report provides important information relevant to customers
demand. The secondary market research report aids to save the time of company (Gagnon,
2016). It assists in effective formation and implementation of policies regarding finance, quality
and cost. This may help in improving efficiency of all departments.
Market plan developer: It works as developer and support marketing manager in
developing suitable market plan. This function of marketing is a source of identifying the
consumer requirements. It also assists in evaluating whether the Zara will be able to achieve
those needs, fulfil the expectations of the target audiences. It brings clarity relating to usage of
marketing mix (7p's). the main aim of company is to achieve goals and objectives effectively
with in the competitive market environment. Effective marketing plan allows business to
increase their profitability, developing its mission, strategies and in successful implementation of
the action plan.
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Service developer: It act as a service provider in the Zara. That increases sales of business
by improvement of its services. The development process is performed by marketing department.
They introduce services to the customers by creating strategic messaging that attract consumers
and ultimately the growth of sales starts increases (Bahl and Chandra, 2018.). If the company
performs this services development function of marketing then it will be able to enhance the
sales volume and can achieve high profitability for firm that assist in achieving growth, gaining
competitive advantage in the market place.
Brand promoter: This function plays a role of promoter in the Zara. Promotion is
component in a companies’ marketing mix (7p's) that helps in informing, creating awareness
among target audience and reminding them about availability of companies’ services in market
place. Through this function business is able to communicate the product feature, benefits to the
prospective buyers (Liu and et.al., 2017). That led to increase in sales and number of customers
for the organisation. Ultimately the enterprises keep operating with the revenue generated by
increased sales and achieve a huge success in the business.
Communicator: It works as a coordinator in the firm. The companies meet customers or
clients personally via telephones, email, or personal interaction. If Zara provides better and
unique customer services to the clients or consumers that will help in enhancing loyalty of the
people towards the enterprises (Kaushik, 2018). It increases the demand for services. Business
can increase the volume of sale by creating the trust among the audiences for their brand that
assist in achieving competitive position in the market by enhancing revenue generation through
selling activities.
Relationship builder: This function of marketing helps Zara in three key areas-
messaging development, content marketing and increase brand awareness. Public relation (PR)
Plays crucial role in effective communication of key messages to the different public while
developing messaging for the next marketing program. Good content assists in gaining better
impressions on the reporter, bloggers that increase the chances for the content to go viral it aids
to create interest of the people in the services (Schmidt, 2018). PR helps in generating awareness
among large group, seeing the company name in trusted news make an impression that brand is
trustworthy. If they perform this function it can build faith, maximize the coverage of content
that will boost the return on investment of marketing. Increasing returns maximise the overall
productivity of the firm.
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