Roles and Responsibilities of Marketing Function in Zara and H&M

Marketing
essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Define the Roles and responsibilities of marketing function.......................................................3
Related to the wider organisational context describe the roles and responsibilities of
marketing.....................................................................................................................................5
TASK 2............................................................................................................................................7
Explain the ways in which organisations apply the marketing mix in marketing planing
process in order to achieve the goals of the business with comparison between two
organisations................................................................................................................................7
TASK 3............................................................................................................................................9
Develop and apply a market plan, basic for an organisation.......................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing, is defined as the management activity, used to deliver & communicate the
message or information about a product and service & promoting it in front of customers to
create the need or desire. Advertisement, publicity, personal selling, public relations, social
media, mail marketing are major tools of marketing (Introduction to Marketing Essentials, 2020).
Zara SA is a Spanish apparel retailer, founded by Amancio ortega & Rosalia mera in
1974. The product range of company includes clothing, shoe, accessories, swimwear, perfume
and beauty products. Zara is largest clothing retailer in the world with its headquarter in
Municipality of Arteixo, Spain.
In this report roles & responsibilities of marketing functions of Zara and how it is related
to the organisation's environment are introduced. The ways in which organisations applied
marketing mix in order to achieve goals are explained with comparison of Zara to..... Further,
marketing plan for Zara is also included in this report.
TASK 1
Define the Roles and responsibilities of marketing function.
Marketing is an ongoing communications exchange which includes targeting, informing,
relationship building with its customer it is also define as the art of exploring, creating and
fulfilling the needs of the customer. Activities performed by the companies to promote the
buying or selling of the product is also called marketing, these activities performed by the
companies is known as marketing function.
Key roles and responsibilities of marketing function
Marketing function includes all those activities from identifying and understanding the
needs and wants of customers to satisfying its customers with products and services as per their
need. Marketing functions plays important role in the achievement of business objectives.
Marketing functions includes all those responsibilities which are necessary for the growth of the
organisation. There are various activities involve in marketing function as:
 Identifying the needs of the customer: customer is the king of the market and without
identifying the needs and wants of a customer, it is not easy for any business to survive
for long. Identifying the needs, wants & desires of customer is the first step for any
organisation. In terms of Zara constantly introducing new and innovative products for its
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target customers as per the requirement and demand of the customers like fashionable
products at reasonable prices for youth, products with long durability for kids, simple and
sober products for old-age people etc. Zara constantly make modifications in their
existing products in order to match customer’s requirement.
 Planning: The planning for any organisation is done by considering the objectives of the
company. It is the major responsibility of a marketing department to make a plan for the
development of product as per the requirement of the customer. Zara's objective is to
provide high quality product and is profit oriented. So strategy of marketing which Zara
include is to check the quality of the product and to gain profit by cutting the
manufacturing cost
 Product development: Development of products that suits the need of customer is an
important marketing function. Zara needs just one week to develop a new product which
suits the new taste of its customer and is main mode of attracting its customers.
 Packaging and Labelling of Product: The packaging and labelling of product creates an
impression on customers. Zara provides an impressive packaging which displays its
brand name, as packaging is a great marketing tool also.
 Branding: Branding is defined as to create a unique identity for its product, Zara ensures
to stand apart in terms of identification, it has made its own position in market or have a
separate identity.
 Pricing: Pricing is the most important in marketing which is actually the reason behind
success and failure of product. Zara pricing strategy is completely depend on its market,
it priced 22% and 24% higher in France, Italy and Germany.
 Promotion: Promotion includes the tool of advertising, personal selling, sales, promotion
and publicity, Zara never invest on advertising instead set up a new store to reach out the
target customer.
 Customer Support Services: The companies also offer customer service to solve the
queries of their customer, they giver pre-sale services, customer helpline, maintain
services, in the similar way Zara also provide helpline number to maintain a long
relationship with the customers they solve through live chat process.
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