Marketing Essentials: A Case Study of Zara

MARKETING ESSENTIALS
ZARA

Table of Contents
TABLE OF CONTENTS................................................................................................................2
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................4
P1 ROLES AND RESPONSIBILITIES OF FUNCTIONS OF MARKETING.........................4
M1: ROLE OF MARKETING WITH REFERENCE TO THE MARKETING
ENVIRONMENT AND ITS FACTORS................................................................................6
P2 ROLES AND RESPONSIBILITIES OF MARKETING IN BROADER AND WIDER
ORGANISATIONAL CONTEXT..............................................................................................8
M2 SIGNIFICANCE OF INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONS OF ZARA.........................................................................................10
LO2................................................................................................................................................11
P3 COMPARISION OF MARKETING MIX OF DIFFERENT ORGANISATIONS IN
MARKET PLANNING PROCESS...........................................................................................11
M3 DIFFERENT TACTICS APPLIED BY ZARA TO ACHIEVE ITS BUSINESS
OBJECTIVE..........................................................................................................................15
REFERENCES..............................................................................................................................16

TABLE OF FIGURES
Figure 1: functions of marketing.....................................................................................................6
Figure 2: marketing environment....................................................................................................7
Figure 3: Marketing Mix...............................................................................................................12

INTRODUCTION
Marketing is the process of selling and promoting goods and services produced by the company
to the targeted buyers using advertisements, sales promotions and other methods. Marketing is
the function of management of the company, which deals with the methods of providing the
final products to the customers and information about company’s products to buyers and
attracting the new customers to buy company’s products and services (Baker, 2016).
In this assignment, the essentials of marketing are discussed. What is marketing and functions
of marketing are discussed in detail? The importance of marketing and the role of marketing in
the marketing environment is also analysed together with different types of the marketing
environment is also discussed (Blythe et al., 2019).
Two different organisations’ marketing mix is compared and it is also analysed how these
organisations use marketing to achieve their business objectives. The chosen organisation in
this assignment is Zara. Zara is a luxury brand that sells lifestyle products all over the world.