Roles and Responsibilities of Marketing Function in ZARA

This report discusses the key roles and responsibilities of the marketing function in ZARA, a Spanish apparel retail company. It also explores how these roles and responsibilities relate to the wider organizational context. The report further examines the marketing mix strategy used by organizations to achieve their overall business objectives and evaluates and produces a basic marketing plan for an organization.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function......................................................3
P2 How roles and responsibilities of marketing relate the wider organizational context...........4
PART 2............................................................................................................................................5
P3 Marketing Mix strategy use by organisations to achieve its overall business objectives......5
PART 3............................................................................................................................................9
P4 Evaluate and produce a basic marketing plan for an organisation.........................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is refers to the set of activities and procedures that used by an organization for
creating, communicating, delivering and exchanging offers to the customers in order to attain
their satisfaction (Zahay, 2019). Mainly, it is intersection of the business and customer that may
assist in fulfilling the needs of the buyers. With the assistance of this, company can build positive
brand reputation at market place. By using this activity, organization can engage customers and
at the same time also develop positive relationship between company and buyer as well. Thus, it
is crucial for company to effectively implement the marketing activities that support them in
increasing awareness in market and at the same time also influence customers to buy company
products according to their needs. This will directly contributes in boosting the sales and
profitability level. Current report is focus on ZARA, is a Spanish apparel retail company that
specializes in fast fashion including clothing, accessories, shoes and many more. The primary
focus of this company is to attain competitive edge by serving better quality products in over the
world. This report is going to discuss about various roles and responsibilities of marketing
function. Marketing mix and plan is also mentioned in this report that may assist in
accomplishing competitive success at market.
PART 1
P1 Key roles and responsibilities of the marketing function
In an business organization, marketing function is related with buying and selling of
goods and services for fulfilling customers needs. Along with this, the main function of
marketing is to collect all the necessary information about market and customers, transporting
the goods and many more (Wilson, McCabe and Smith, 2018). In relation to ZARA, marketing
function is also support them in building their competitive brand image by satisfying buyer needs
and wants towards its services. In this context, there are some important key roles and
responsibilities of marketing function that played by ZARA are as follows:
 Identifying the customers requirements: The main role of marketing function is to
understand what buyer actually wants from the company. By this, ZARA can analysis the
actual need of the customers by focusing on their habits, attitude towards its products. It
may assist in improving base of satisfying customers within the company.

 Maximising profitability: In business organization, marketing function is responsible for
implementing new and innovative ways to sell their products to its customers. As ZARA
is famous brand that sell best quality of services through online platform. It support in
maximising the sales and profitability level of company at market place.
 Deep market research: Undertaking a detailed market analysis is also consider an a major
role of marketing function of ZARA. In this company focus on competitors strategy and
also collect information about target customers. This can be beneficial in improving the
possibilities of capturing larger marker share from its competitors.
Therefore, marketing function play a significant role in business organization in meeting
customers needs and wants. By this, Zara can improving their competitive image by creating
their strong customers base.
P2 How roles and responsibilities of marketing relate the wider organizational context
The marketing department plays a essential role in promoting the business of organisation
and in accomplishing the objectives (Uncles, 2018).
Zara has a creative team consist of designers, sourcing specialists and product development
personnel who contributes in achieving the objectives. The marketing department is responsible
for developing marketing strategy after considering company's mission, preferences of
customers, conduct the competitive analysis and decide on a budget. The marketing department
and various other business functions perform work in coordination in order to develop business
plans and incorporate marketing inputs in other corporate objectives.
Marketing-Finance
All marketing plans includes major financial dimension that is budgeting and profitability
analysis are the key aspects of planning and controlling the market situations which implies
financial tools (Directions in higher education:Rancati, Gordini and Capatina, 2016). The
marketing decisions of company is basically an investment in market which helps finance
department to formulate the budgets and make changes accordingly. Zara's marketing activities
such as market forecast and sales forecast requires capital and finance needs for which finance
department is responsible.
Marketing-Production
The link between marketing and production department determines the number and type
of products which are marketed. The accurate prediction of sales forecast for each product and

product line is necessary for efficient production operations. The marketing and production
department of company works in coordination and responsible for designing new products where
production is based on extensive market research for demand for new product, time requirement
and space distribution for products.
Marketing-Research & Development
The efforts of R&D department are closely linked with the marketing department of the
company as they majorly revolves around the new product development (Purvis, 2016).
According to the trends in market, the marketing team of the company identifies the market
requirements and provide information to R&D department for in depth study of the facts.
Marketing-Procurement
Marketing team assess the degree of customer acceptance of the company products and
on that bases identifies the changes to be make to existing product or identifies need to introduce
new product in the market. After analysing all factors it guide procurement department for
identifying new materials and sources of supply required.
Marketing-Sales
Marketing department and sales department are inter-related as marketing team is
responsible for bringing quality leads to the sales team. With the help of various marketing tools
such as marketing automation software, marketing tracking, marketing team provides leads to
sales team and determine their performance to provide better results to the company.
Marketing-Customer Service
Both the departments function in coordination and has lot in common that is marketing
team is involve in promotional activities where they include customer support to make sure that
they attend clients problems and quires on time. The strategics formulated by marketing
department helps customer service team to identify its after sales services impact on the
customers and the services which are already provided needs the improvement or not.
PART 2
P3 Marketing Mix strategy use by organisations to achieve its overall business objectives.
The marketing mix is a tool used by organisations to consider different elements that
contributes in promoting a brand and its products (Piñeiro-Otero and Martínez-Rolán, 2016). It
provides blueprint for putting the right products in the right place, at right time with price.

To understand this concept better, let's analyse marketing mix of Zara and Marks & Spencer.
Basis Zara Marks & Spencer
Product Zara is one of the leading
luxury fashion brand in the
world. The company offer
products for men, women and
children with different styles
according to the taste of the
target market. They believe in
sustainable development and
recycles its hangers, tags and
use paper or biodegradable
plastic bags to reduce the
production of waste.
M&S is a popular and one of
the top leading retail chain
brand in the world. The
product portfolio of company
covers wide range of items foe
all age group( men, women
and kids). Apart from cloths
company deals in home
appliances, furniture , food and
wine section.
Price Zara's products are high on
quality and low on prices
(Pike, 2016). They provide
latest fashion at much lower
prices as compared to other
competing international
brands. The company follow
low pricing strategy where
focus is to provide high
fashionable products at
affordable prices to its
customers. The brand is also
using various discount offers
to promote its sales.
Marks & Spencer follow
competitive pricing strategy
for its product range in which
it considers the competitors'
prices while setting the price
of the same or similar
products. Generally the prices
of products are set between
medium to higher category
because of its premium
quality.
Place Zara has established its Marks & Spencer is an

presence worldwide and uses
its unique business model to
bring new products and
fashion to the market. Mostly
stores of company are owned
and not franchise and are
located in posh locations with
modern looks (walled mirrors
and excellent lights). Zara has
got its own website to provide
easy to customers that is to
purchase online.
international brand operating
in more than 50 countries. The
company has got its own
website to provide facility to
customers to purchase
products online and also
providing option for
international delivery for
limited products.
Promotion Zara prefer to spend its
percentage of revenue in
opening new stores rather than
spending money on
advertising. Like other
competitors company is not
engage in any campaigns and
relies on word of mouth
promotions. They are not using
any marketing tools for
promotional activities. It's
unique selling proposition is
short processing time with a
large variety of styles and
affordable pricing.
Marks & Spencer relies on
advertising campaign with
digital marketing and in store
strategy (Pike, 2015). The
company focus on providing
common message on all
medium of communications
and uses its own website to
promote its brand. The
company also provides special
discounts to its loyal customers
on seasonal sales to promote
its brand name.
People Zara is spread at global level
and has a large employee
strength. The company invest
Marks & Spencer pays special
attention to its employees and
follows competitive payment

its big amount of money and
time on the effective training
of the staff members. The
focus of the company is to
provide satisfaction to
customers not only with the
product but with the services
as well (Perreault, 2018). The
company provides appraisal to
employees on the bases of
their performance.
policy. Other then just basic
pay company rewards its
employees on the bases of
their performance to improve
individual performances. M&S
also provides flexible working
hours along with pension
benefits to its employees.
Process Zara focuses on providing
speedy and easy process
functioning to its customers.
The process used by Zara for
purchase of products is very
basic and easily
understandable and staff
members assist the customers
to the fitting room and
provides right sizes.
The stories of M&S are
properly organised and divided
into floors having separate
sections for clothing, furniture
and other products. The billing
system followed by the
company is simple and basic
and provides shopping points
as rewards to loyal customers.
Physical Evidence The company follow
welcoming and friendly nature
at all stores while handling
customers and provides big
variety of choice. Customers
are satisfied with the products
as company provides trendy
cloths at affordable prices.
The company has established
its presence at global level and
its stores act as the physical
evidence for the company. The
customers are satisfied with
the products and services
provided by the company.

Contribution towards accomplishment of objectives
The marketing strategies applied by marketing department helps company in providing
fashionable new product varities to customers and focus on accruing potential new customers
(Onişor, 2015). They have contributed in maintaining the brand image of company by
identifying and regulating the various factors that have positive and negative impact on the
company. The company is able to provide designer and quality products to customers with the
help of various department functioning.
PART 3
P4 Evaluate and produce a basic marketing plan for an organisation.
A marketing plan is an functioning document that outlines an promotion strategy that an
organisation will implement to generate leads and reach its target audience ( Okumus and Cetin,
2018). Marketing plan is develop on the bases of company's overall marketing strategy and
responsible for identifying the target market for a product.
SMART Objective
Objectives are part of every aspect of business and provides direction, motivation and
clarity to the members of the organisation. By setting goals, company targets at aim and SMART
objectives by guiding helps in achieving the target.
 To introduce 'traditional wear' in the existing market within 1 year in order to expand
the market and increase the business profit by 10%.
SWOT Analysis
The SWOT analysis is done in order to help organizations to develop full awareness of
all the factor that are involve in business decision making process. This is use in order to
discover strategics and recommendations along with focus on leveraging strengths and
opportunities to overcome weaknesses and threats. Zara is among those brand which is driving a
lot of revenue towards Inditex group.
Strengths
 Unique design- The design abilities is one of the advantage of the brand where the cloths
are elegant, superior quality and have proper finishing.

 Strong presence- The company has able to established its presence across the globe and
keep expanding its presence in the marketplace which has helped company in sales
volume and profit margin.
Weaknesses
 Generalised collection- One of the major factor is that company does not specialise in
anything and is dealing in everything for everyone. This is a immediate focus that is
lacking in company as they are focusing on day to day wears.
 Lack of advertising- Lack of advertising is a weaknesses because brand is known for
trendy fashion and it can easily pull more customers with help of advertising.
Opportunities
 Online E-commerce- Customer prefer online purchasing rather than visiting the stores
due to time consuming factor. The company has identified the opportunity and now has
its own website and application for its customers who prefer online shopping.
 Backing flagship designs- The company is lacking in producing its brand logo or name
cloths showing company symbol as a design and should identify this opportunity in order
to bring great demand for these designs in the market.
Threats
 Low advertising- Due to its design advantage and physical stores evidence, company
rarely spend money on promotional activities. This is a reason that company is involve in
low advertising activities as compare to other competitors.
Porter's Generic
On the basis of three factors that is cost leadership, differentiation and focus strategy a
company identifies and implement the strategies in order to take competitive advantage over
other competitors (Mehta and Kaushik, 2015).
 Cost Leadership: Cost leadership helps company in gaining production cost advantage
over the other competitors as they are using low price strategy to increase the market
sales.
 Differentiation: The differentiation strategy refers creating unique products for different
parts of audience. Organisation use this strategy to provide unique products and services
to its target audience.

 Focus : Focus strategy concentrate on a specific segment and focus on narrow
competitive scope to meet the unique needs of the particular segments (Larson and
Draper, 2015). This is done by using low cost approach (use to compete against the
market cost leader) and focus differentiation approach (it compete against the
differentiator by focusing on particular specialization within a specific range of products).
4P's of Marketing Mix
A marketing mix includes study of different areas of market which helps in formulating
comprehensive marketing plan within the organisation (Malhotra, 2015). The four Ps
classifications helps a company in developing a effective marketing strategies after analysing the
current market tends and preferences.
 Product: Zara has its own manufacturing process, where it fully has control over the
products it produces. The USP (unique selling proposition) of Zara is to create and
provide latest trend cloths and accessories to its customers. With this new range of cloths
in traditional wear the company is trying to reach out local people with designs that
integrate modernism with local traditions.
 Pricing: The focus of the company is to provide its product range at a reasonable prices
to its audience. The brand is consider as one of the premium brands so its important for
them to consider the cream customers thus, the company also deals in premium pricing
strategy.
 Promotion: The company is following unique marketing policy of zero investment in
marketing activities. The company invest its money in opening new stores and quality
improvement rather than spending on advertisement and relies on the word of mouth.
 Place: The company is very popular and known brand worldwide and stand out in market
as it is a vertically integrated retailer (Cooper, 2016). The company has manage to
establish itself as one of leading fashionable brand as it has its own designing,
manufacturing and distributing units. More than 80% of the stores are owned by the
company worldwide and rest are in joint ventures with franchises.
Budget
PARTICULARS First Year
Second
Year Third Year FourthYear Fifth Year
Opening capital 2000 0 1200 1700

START-UP CAPITAL 6000
INVESTMENT 10000 10000 10000 10000 10000
TOTAL 16000 12000 10000 10000 10000
MARKETING OUTLAY:
MARKETING 7000 5000 3600 3200 2800
PUBLICITY 7000 7000 5200 5100 4800
TOTAL 14000 12000 8800 8300 7600
Closing capital 2000 0 1200 1700 2400
Monitoring and controlling
Monitoring and controlling helps in keeping the track on the staff members work as they
are able to perform according to set targets or not (Chernev, 2018). The monitoring and
controlling activities are responsible for identifying the deviations in the on going projects and
takes corrective actions so that company would be able to achieve its expected results. They
measure the performance of the employees and guide them accordingly in order to make their
performance better with the company. The proper controlling helps in completing projects on
time and also helps in gathering information about the current situations within the company.
This helps the top management as with the information they can take advantage of opportunities,
can make changes and provide solutions to the problems.
CONCLUSION
Zara is one of the leading clothing and accessories brand which is known for its perfect
combination of clothing at affordable prices (Brychkov and Domegan, 2017). The quality it is
providing to its customers makes it go to fashion brand and known for its latest trends in the
market. The company uses a system software that requires short lead times which helps in
increasing the production capacity. Zara production is limited that is they manufacture products
in less quantities in order to decrease it's inventory risk. Zara focus on increasing the number of
available styles in order to provide wide range of choice to its audience and majorly concentrate
on increasing the number of stores rather than investing on promotional activities. They are
focusing on setting up loyalty programs rather than advertising in order to create link with its
customers and increase the number of people that visit the stores. The company has able to create

its brand reputation in market with help of excellent planning, implementation and controlling
activities within the different departments and staff members.

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