Report on Marketing Essentials - Zara

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function....................................1
P2 Relation of organisational context with duty and obligation of marketing...........................1
LO2..................................................................................................................................................1
P3 Marketing mix of Zara...........................................................................................................1
LO3..................................................................................................................................................4
P4Marketing plan for Zara..........................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing essentials are the various tools which help distinct organisations in improving
their quality and total business. Through these instruments management is capable of taking
various critical decisions. Zara is a Spanish based fashion brand which was founded in 1975.
Following report is prepared on how marketing is important for cited company in which roles
and obligations of marketing functions are discussed in detail ( Laucaster and Massingham,
2010Fader2012). Thereafter, the study will enhance readers knowledge about concept of
marketing mix and how it is different for Zara and H&M. Lastly, report will conclude with
planning strategy of the given industry which includes mission vision of Zara.
LO1
P1 Explain the key roles and responsibilities of the marketing function
ZARA is an international brand dealing in fashion products. As cited company has
various competitors this industry faces maximum competition. Therefore, it becomes important
for ZARA to take an important actions towards performing its marketing function. It is a process
through which customers are made aware about products and modifications done by different
enterprise in their services. It also helps enterprises to sold their products in market. It can also
be called as a continuous process as it is practised till the business continues with a view of
providing clients needs. There are variety of functions which are performed by marketing team
of Zara like: gathering data from surroundings, marketing planning, Product designing and
promotion, standardisation and grading, packaging and labelling, branding, customer support
service, pricing of product, promotion, physical distribution, transportation, storage and
warehousing. Each function performed has their own value.
Branding – With increase in customer awareness demand for more branded products has
increased. Through advertising company work on building good brand value and creates
knowledge among distinct customers. It can also be done through various other sources like
social media, internet personal promotion etc.
Distribution – Production of products is not just important. It is of more concern that produced
goods are successfully transferred to place where it is actually required so that consumption of
same can be done. It is a key role performed by merchandising authorities so that total sales can
be improved.
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Marketing ability – In order to produce competitive products it is necessary to have adequate
knowledge about external surroundings. This information helps cited company in taking various
decisions. This is another responsibility of marketing team to give right data to management of
ZARA so that it can plan its activities accordingly.
Product stargates – Before preparing final good it is necessary it is better I various
specifications related to same are analysed carefully so that final product can cover maximum
market. Through the process of commerce factors associated with any product are studied in
more detail.
Corporate communication – for any organisation interaction between different units is very
important. Not only within business but external interaction is also very important so that
company can communicate with its customers. This helps in getting feedbacks from clients
which are further utilised for improving flaws from companies product.
Innovation – Clients appreciate product modifications. Whenever changes are done it excites
clients which further lead to increase in demand. Marketing department work towards making
improvements in existing material so that customer interest can be maintained in particular
brand.
Budget management – Another role of development department is to plan required budget for
different accounting years so that concern administration can stretch their activities with a vision
of accomplishing those targets.
Calculate ROI – Investments are done in different forms like time, raw material, money etc.
Marketing management helps in taking variety of actions towards allocation of each according to
distinct situations.
Packaging and labelling – In order to avoid situations like breakage, damage etc. it is important
that labelling and packaging of particular item is done in most effective manner.
P2 Relation of organisational context with duty and obligation of marketing
Discussed above were the various roles and responsibility of marketing management
which were performed in cited organisation. Its relation with wider concept can be understood
as it helps in increasing efficiency with an effective marketing strategy. Zara is successful in
achieving greater market through its distinct manner of operating at various levels. By adopting
various techniques Zara is successful in reaching to maximum customers It takes good benefit of
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