Roles and Responsibilities of Marketing Function in ZARA

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