Marketing Essentials Assignment - Zara
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Added on 2020-10-05
Marketing Essentials Assignment - Zara
Added on 2020-10-05
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1a) Key roles and responsibilities of marketing function in organisational context of ZARA1b) Roles and responsibility of marketing in context of marketing environment....................2c) Importance of interrelationship between marketing and other functional units of anorganisation............................................................................................................................3d) Critically analyses of key elements of marketing function and their relation with otherfunctional units.......................................................................................................................3TASK 2............................................................................................................................................51. Comparison of 7 P's of marketing mix to marketing planning process..............................52. Different tactics used by organisations to achieve business objectives.............................7TASK 3............................................................................................................................................81. Basic Marketing plan..........................................................................................................82. Marketing plan of ZARA...................................................................................................83. Application of 7 P’s with market plan..............................................................................12CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONMarketing is an essential part or functions of each and every organisation that helps inpromoting goods or services in the market. It very important for attracting customers globally topurchase a company's product or service. The present study is in context to Zara which is aleading brand in clothing industry. The report will identify various external and internal factorsthat are influencing functions of the cited company. It will discuss the interrelationship betweenmarketing and various other departments in the organisation. Furthermore, the report will alsodetermine various techniques used by Zara to achieve its marketing as well as businessobjectives. An effective marketing plan will be also recommended in this report to promoteproducts and services in the most appropriate manner leading to increase in businessprofitability.a) Key roles and responsibilities of marketing function in organisational context of ZARAIn a company, there are various departments who perform different functions. Nodepartment can handle complete organizational work by their own self. All departments arelinked with each other in some or the other way. Likewise, marketing department has beenestablished to increase the sales of company. Marketing manager forms such policies whichhelps the company in achieving its objectives of covering maximum possible market.Marketing and production: Production department operates only after knowing theneeds and wants of consumers. Product is being made after considering every aspect that ZARAshould fulfil for making the consumers feel satisfied with the product (De Mooij, 2018).However, it is the marketing department of ZARA that makes entire research on needs and wantsof consumers that what they are expecting from the brand. So, both the departments are highlyconnected with each other which help them in knowing about their targeted market and theydesign products accordingly. Marketing and finance: Finance is that department where every report is being preparedand profits and losses of company are being determined. In ZARA, both the departments ofcompany are highly interlinked with each other. Marketing manager takes decisions related tocustomer needs and product cost after consulting with finance manager. Decisions related topolicies of the product are made only after knowing credit worthiness of their existing customers.Marketing and research and development: Both these departments of ZARA arehighly joined with each other as research managers do entire investigation on fashion sense and1
demand of clients of ZARA. They should ensure that products will be designed in such a waythat it will fulfil the wants and desires of consumers. Whereas, marketing department cannot startits work before research and development.Marketing and Human resource department: In case of any vacancy in the companyHR of company recruits new people as per the demand and qualification required for the vacantposition. This department also gives training to new joinee and solves every issue that aemployee is facing in the organisation. HR department of ZARA is interlinked with its marketingdepartment because when any vacancy arises in marketing section, HR take all the steps of hiringa new joinee and trains them as per the requirements of Marketing division. b) Roles and responsibility of marketing in context of marketing environment.Marketing environment is the group of both internal and external factors which impactsthe establishment in keeping good relationship with its consumers and providing them the bestpossible quality services as per consumer needs and wants (Kennedy, 2017).Betterment of sales process: Marketing manager analyse the condition of their targetedmarket and make such strategies to cover the entire market. It helps the organisation inincreasing its sales. Like ZARA has a strategy to provide different offers to its customers by wayof availing discounts and coupons on next visit. This makes the consumer visit more frequentlyand increases the sales of ZARA. Value needs of customer: It is the responsibility of marketing manager to analyse theneeds and demand of targeted customers. Many strategies are being formed in order to fulfildemands of consumer (Khurana, 2017 ). Marketing department of ZARA has always focused onvaluing their customers and for the same they have made the best quality design clothes. ZARAalso takes in to account every feedback and takes care of it in its next production. Brand promotion: Marketing department has major aim is to promote goods byway of different channels like TV, social media etc. Manager of marketing departmentalso has major focus on providing goods at minimum prices so that they can attractmaximum consumers (Guo and et.al., 2018). ZARA has a high brand image which makesconsumer buy more of its products.Conducting market research: Marketing research is conducted to know the needs andwants of consumers. Research main aim is to know about demand of products and value of brand2
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