(pdf) Marketing Essentials in Zara Company
Added on 2021-02-19
13 Pages3890 Words114 Views
MarketingEssentials
INTRODUCTIONMarketing is a set of activities that help company in promoting its goods and otherofferings in order to increase its income (Bačík, Štefko and Gburová, 2014). It is a process ofcreating product, communicating its features and delivering valuable goods to customers andearning more profit for organization. Chosencompany for this report is Zara. It is a Spanishretail organization which is providing fashionable clothing and other accessories products. Zarawas established in 1975 and founder of this organisation are Amancio Ortega and Roslia Mera.Headquarter of this company is located in Arteixo, Spain and it is providing its goods andoffering to worldwide. This report consists of various role and responsibility of marketingfunction and it inter connection with other functional units of company. This report involvesexamination of marketing mix with other rival company and development of marketing plan. TASK 1Roles and responsibility of marketing function.This includes various role of marketing which help in increase sales and profitability oforganisation. Marketing functions includes different activities to promote product and servicesoffered by company with motive of attracting more customers and increasing sale of company(Baines, Fill and Page, 2013). Different roles of marketing activities will leads to effective andefficient functioning of Zara company. Roles and responsibilities of marketing function of Zaraorganisational below:Developing and designing productMarketing department is responsible for to create and designing product or serviceswhich leads to satisfy needs of customers. Design of Zara products play a major role as it willaid in stimulating more customers. So marketing function very important to develop and designhight quality product which leads to satisfying their requirements and demands. Promotion and distributionMarketing function is responsible for conducting various functions that provide aid inpromoting product or services of Zara company. This function helps in communicating andinforming customers about features of product developed by organisation. Its roles andresponsibility includes distribution and delivery of products to ultimate consumers. Role of1
marketing function is to chose right and appropriate distribution channel so that productsmanufactured by company can timely reach to end customers. Communicating with customersMarketing function is responsible for communicating with its customers. This will help inbuilding strong relationship with services users and improving brand image. It is very importantfor Zara to communicate with its customers and solve their issue (Baker and Magnini, 2016). Bythis function, company will be able to get actual or direct feedback of customers about companyas well as its products. Customer are king of market so it is very essential for business to developpositive relationship with them. Marketing function role is to maintain strong relationship withcustomers. Marketing function have several responsibility and roles towards marketing environment.These roles and responsibility is mention below. Monitoring marketing environment Its role is to monitor andanalyse market environment. Its role is to identify and evaluatenew marketing trends. Marketing function role is to evaluate and analyse market environmentand various strategies used by rival companies. Identifying social trend and evaluating upcomingtrend will help company to developing updated products and services. Market segmentationMarketing function responsibilities includes carefully measure market area in order toidentify most suitable and potential customers of Zara company (Brennan and et.al., 2014).Segmentation of market area is a process of cutting large market area into different parts on thebases of their needs and wants. It is role of marketing function to select right segments in orderto target potential customers. Roles and responsibility of marketing related to the wider organisational context Several departments in company which is responsible for conducting different functions.It is very important for Zara to interlink different functions of marketing with other functions oforganisation. Different department of firm includes human resource, finances, production,marketing, information technology, research and development. Importance of inter connectionbetween marketing function and other functional unites of Zara is mention below. Interrelation of marketing function and research department will help in evaluating needsand wants of customer.2
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