TABLE OF CONTENT INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1 Key roles & responsibilities of marketing function...............................................................1 P2 Roles & Responsibilities of marketing relate in the context of organisation.........................4 TASK 2............................................................................................................................................5 P3 Comparison of elements of marketing mix of two organisations...........................................5 TASK 3............................................................................................................................................8 P4 Basic marketing plan of the organisation...............................................................................8 TASK 4............................................................................................................................................8 P5 Contribution & learning during work.....................................................................................8 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................8
INTRODUCTION Marketing essential defines all marketing elements that are designed to promote and deliver the products to the ultimate customers (Gnizy and Shoham, 2018). It is a crucial function as it assures that higher market recognition and profits are availed. The organisation chosen for this report is Zara, it is a multinational clothing brand. Further, this report includes roles & responsibility of marketing function and their interrelationship with the other functional units of the company. Furthermore, this report will compare Marketing mix of two organisations to demonstrate the manner in which businesses achieve their objectives.Lastly a marketing plan will be formed for a chosen product or service. TASK 1 P1 Key roles & responsibilities of marketing function Marketing is a function organised by Marketing managers of Zara to promote & sale products and services of company. It is a process of establishing relationship with the customers & satisfying their needs. Marketing function include role & responsibility of marketing manager which helps the company in delivering & promoting quality products in the market. Marketing function includes following roles & responsibilities: Market research-Marketing research helps the company to analyse the target market & opportunities and it also helps the company in understanding of customer needs. It is the responsibility of the marketing manager of Zara to analyse strategies used by its competitors. Market analysis helps the firm in identifying need of customers on the basis of their changing perception regarding the price, quantity, quality & advertisement of the product.Marketresearchcanbedonebyconductingcustomersurvey,analysing secondary data & by taking online reviews from the customers. Zara has complied with current trend of marketing research where marketing team makes use of tools of Artificial Intelligence where the manager is part of cloud community where customer changes trends and preferences are updated on regular basis (Armstrong and et.al., 2015). Developing Market plan-Market plan helps the company to grow in the competitive environment and to achieve its objective. It is the responsibility of marketing manager of Zara to develop a marketing plan which helps the company to achieve success over its competitors. Zara uses P R Sostac model to develop its marketing plan. This Model is explained below- 1
Figure1: PR SOSTAC market planning model (Source:p-r-smiths-sostac-planning-model,2018) Situation-At First Managers of Zara analyses its current market position in the market and details of its competitors. H&M & Zara are fast fashion competitors currently. Objective-After analysing its position company will decide its objective. Objective of Zara is to become largest retail fashion brand across the world by offering fashion frenzy designs at a competitive price by 2020. Strategy-Now marketing managers make strategies to achieve its objective. Zara aims to increase its customer base & market share so that it can become the largest fashion frenzy retailbrand. Further, the firm implies use of different strategies like marketing mix, segmentation, targeting, positioning, etc. Tactics-Zara will offer differentiated products on the basis of changing fashion trend across the globe. Further, firm offer its apparel and fashion accessories at reasonable price and make attractive promotion plans to increase its customer base & market share. In this firm make use of social promotional strategies which helps in grabbing attention of millions of potential buyers. Action-After deciding tactics company has to take action and to implement this tactic. Zara will establish more stores & also offer its products through online websites, so that the company can enhance its market share & customer base. 2
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Control-After implementing all this process manager analyse performances of goals with planned performance (Chaffey, 2016). Sales support-According to this function it is the responsibility of marketing manager to promote company’s product in the marketwhich helps in attracting customers. It is the responsibility of marketing manager to give attractive advertisement to grab the attention of maximum number of shoppers at the same time. which fulfil needs of individuals. Coordination of marketing manager with sales helps in outlining needs of promotion of particular segment of commodities to manage boost in sales. Managing customer services-Customers are the most important assets of a company so, it is the responsibility of marketing manager to provide support services to its customers. Zara follow B2C (Business to Customer) model in its business which helps the company to enhance its customer base because in this firm is involved in direct selling where sales associate of firm has direct interaction with shoppers. In accordance with this function Zara provides various sale services that includes after sale services, handling customers’ complaints by establishing customer care channels, offering products through online websites and collecting online feedback from the customers. This all services attract the customer towards the brand. Marketing manager of Zara analyses the current market trend and then make changes in companies marketing plan accordingly. Various environmental factors affect marketing. Some of the environmental factor which affects the marketing are as follows: Socio-cultural Factors-Socio-culture factors includes feelings, thoughts & beliefs of the society and culture. So, the marketing manager has the responsibility to fulfil the needs of the society & develop a promotion strategy which is in accordance with values and beliefs of the target segment (Bagozzi and et.al., 2018). Technological Factors-Technology is changing rapidly and to target global population Zara is involved in social media marketing which helps the marketing team in direct communication with shoppers on changing needs and preferences. Marketresearch:ForthismarketingdepartmentcoordinateswithResearch& development department because R&D unit of Zara helps in producing products which carry higher probability of earning profits. 3
Information technology department is interrelated with sales & marketing function because IT helps Zara to promote its products through social media and offer its products through online websites. Marketplanoffirmcannotbeinitiatedwithoutavailabilityoffundsbyfinance department therefore interrelationship of marketing with finance functions is significant in business. P2 Roles & Responsibilities of marketing relate in the context of organisation. Marketing function helps the company in offering & promoting quality products in the market. Roles and responsibilities of marketing in the context of organisation is explained below: Marketing with Finance-Marketing manager promote companies’ products & services in the market by giving advertisement for which marketing manager need funds and that funding is provided by finance department. Finance department of Zara makes budget and allocate funds to marketing department. On the other hand, Marketing functions are responsible for revenue generation by promoting companies’ products which helps finance department by raising income. In this way both the department are inter connected with each other (Oztaysi and et.al., 2016). Marketing with HR-Human Resource Department is linked with marketing in context to recruitment of talented marketing employee so that objectives of the marketing functions are fulfilled. On the other hand, Marketing department markets recruitment vacancies on different platform which supports recruitment practice of HR (Habibi and et.al., 2015). MarketingwithIT-InformationtechnologydepartmentofZarahelpsmarketing department to promote companies’ products through social media & it also helps marketing department to collect & maintain all the related data. IT department helps marketing department in managing use of technological tools in marketing like chat on cloud community, management of social media networking, etc. Marketing with Customer Service-Customer service department collect reviews from the customer & than give it to the marketing department so that they can improve their marketing strategy accordingly. Customer service department of Zara also provide all the information regarding to the customer to marketing department which in turn enhances company’s profitability as their issues and expectation are addressed. 4
Inter-relationship between all the functional department of the company and marketing department has a significant importance because, marketing department cannot perform any activity without coordinating with functional unit. Interlink of marketing and Finance department is significant because it provides funds to the marketing department without funds marketing manager cannot promote its products in the market. Further, technology helps marketing department in online selling and promotion. So, with this we can say that marketing department cannot perform well without all this functional units (Liu and et.al., 2017) TASK 2 P3 Comparison of elements of marketing mix of two organisations. Marketing mix comprise of elements which are fundamentals of organisation that is product, price, place and promotion. It is very important for business to focus on strategies like pricing, promotion to meet customer expectation. Marketing gives brief idea over essentials of firm. 7 P's of MarketingZaraBurberry ProductZaraisamultinationalfashion retailerwhichincludesman's, woman's & children's clothing and accessoriesinitsportfolio.For Example:Tops,Shirts,Denims, Jackets, Skirts, Sorts etc. It offers productsaccordingtoits customer’s needs. Zara bring new products to store twice a week. Company also focuses on offering limitedstock(McDONALD, M.A.L.C.O.L.M., 2016). Burberry'sisalsoamultinational fashion which includes Trench coats, Ready to wear clothes for both man &womaninitsproductline moreover,italsoincludes accessories, sun glasses, cosmetics & fragrances. Trench coat is the most popularproductofthecompany. Companyalsointroduceabrand which is Gabardine a hard wearing & water-resistant fabric. PlaceZarahasitsheadquarterinBurberryhasitsheadquartersin 5
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Arteixo&Spain.Itoffersits products in many countries across the world. Zara has its presence in 88countrieswith6500outlets. Zaraoffersitsproductsthrough online websites also. London & United Kingdom and the companyalsoofferitsproducts worldwide. Company has its reach in 50 countries through 475 stores.It alsooffersitsproductsthrough burberry.com. PriceZara follow low & market-based pricingstrategy.Itfocuseson providing fashion frenzy & unique productsatareasonableprice. Zara set different prices for each countrywhichisbasedonthe purchasing power of the customers of a particular area. Company also offers regular discounts to boost short term sales. Burberry follows a constant pricing strategy.Itfocusesonoffering durable and designer products at a premiumprice.Companysetsits productspriceaccordingto customersdemand,market conditions and purchasing power of customers. PromotionZara does not invest much amount in promoting its products rather it invests its revenue in purchasing more stores. Company believe that itsstoreswindowisenoughto promote its product in the market. Most of its marketing is done by social media & by reviews given by its customers. Burberryinvestlargeamountin promoting its products. The aim of thecompanyistoattractpeople ranging from upper segment so the companypromoteitsproducts throughTelevision,Printmedia, Online advertisement & billboards. Companyinvesthugeamountin digitalmarketingwhichinturn increases revenue of the company. PeopleZara has 12.6 thousand employees in all its stores across the world. Zarainvestahugeamountin digitalmarketingforfacilitating Burberryhas10000thousand employees in 50 countries across the world.Companyfocuseson improving employment practices & 6
fastercommunicationamongits employees. It distributes tablets to itsemployeesforthesmooth functioningofitsbusiness. Company also invest on training & development of its employees and on motivational tools so that the staffcanimprovisetheir performanceandultimately achieve its objectives. working conditions at its work place whichenhancesitsproductivity. Burberry also provide training to its employees so that they can resolve the queries of their customers and they can provide better services to their customer. ProcessZara develops a new product every week & deliver it to the stores.It focuses on toxic free production. Zara offer its products to its end consumersdirectlythroughits stores and online websites. Burberry manufactures its products accordingtoitsproductline.Its manufactures latest designs twice a week. Burberry deliver its products throughitsdistributionchannel (Godey and et.al.,2016). Physical EvidencePhysical evidence is the material partoftheserviceonthatthe customerreliesupon.Zarahas attractivetagline,decorative storesandonlinewebsites (MARKETING THEORIES – THE MARKETING MIX – FROM 4 PS TO 7 PS,2017) Burberry sets better connectivity to itscustomersthrough475stores across the world and it also offer its productsthroughonlinewebsites across the world. Company has its own website berberry.com and also uses attractive tag line. Following tactics are used by the Zara to meet its objective: Zara provide various scheme to promote its sales like it offers 50% discount twice a year and a lower rate of discount ones in a year. 7
Zara introduces augmented reality experience in some of its stores, with the help of this customers can check that which celebrity wearing the selected product this feature attracts the customers (Flores and et.al., 2017). Zara invest huge amount on establishing its stores & make innovation in designs of its stores rather than investing on advertisement (Gonzalez-Zapatero, Gonzalez-Benito and Lannelongue, 2016). TASK 3 P4 Basic marketing plan of the organisation. Incorporated in Power point presentation TASK 4 P5 Contribution & learning during work Managing group work was interesting as I got to know the importance of marketing function in an organisation without which firm cannot achieve profitability. I learned about marketing department and its coordination with other functional units. Further, I learned about comparison of elements of marketing mix of Zara & Burberry and I learned that how 7P's helps a company to compare its marketing strategy with its competitors. Moreover, we prepared a marketing plan for Zara in which company will launch a new product to a target segment. With this I learned that this strategy will enhance customer base, market share & profitability of the company. While preparing this marketing plan, I highlight vision, mission, aim, marketing objective and budget, I also include 7P's of marketing mix in the marketing plan and at the end I compare the marketing plan with the actual situation of the company and make changes accordingly with the help of monitoring & controlling (Chaffey and Ellis-Chadwick, 2019). CONCLUSION This report summarises various aspect of marketing essentials in an organisation it also outlinedkeyroles&responsibilityofmarketingfunctionandinter-relationshipbetween marketing and other functional units of firm. The company have been taking help of reasonable pricing strategy and its number of stores to fulfil the marketing goals. REFERENCES Books and Journals 8
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