Roles and Responsibilities of Marketing Function in Zara

Marketing Essentials
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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............................................................................................................................................6
P3 Comparision of marketing Mix strategy use by organisations to achieve its overall business
objectives................................................................................................................................6
PART 3..........................................................................................................................................10
P4 Evaluate and produce a basic marketing plan for an organisation..................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing refers to set of several operations that helps a marketer to convey marketing
message to its targeted customers (Mishra and Modi, 2016). This is a tool that helps a business to
create, communicate, deliver and exchange offers to ultimate customers that helps a business to
satisfy its customers. In simple words, it is a process of interaction between seller and customers
that assists in satisfying needs and wants of customers. Through this operation, company is
ensuring engagement of customers and also establish good relations with customers. As per
above explained benefits, it becomes necessary for an organisation to implement process of
marketing in an effective manner. Through this process, it will be helpful for the company to
persuade customers to buy offered products and services from the company. This process assist
management of the company to develop an understanding of what actually is the need of
customers. This will help them to design and serve products accordingly. In this report the focus
is on marketing activities carried out by a very famous company and it is Zara. It is a Spanish
apparel brand that in involved in business line of 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
Marketing plays an important role in promoting the vision and mission of a business. In
context of chosen company, Zara, marketing is playing the role of face of the company. It helps
in coordination and procurement of all required things that will be helpful in presentation of
company. It is the Marketing Department's job to reach out to prospects, customers, investors
and/or the community, while creating an overarching image that represents your company in a
positive light.
With a view in above statement, roles and duties of marketing function can be explained
as follows:
 Management of Brand: Marketing plan is a process through which company attempts to
establish value of brand among targeted customers. This communication will relate to
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who the marketer is, what it is doing and what are its objectives. This whole process
results in defining the experience that customers have during their interaction with the
company.
 Conducting campaign management for marketing initiatives: Marketing plan helps in
identifying the products and services that the company is concentrating upon increasing
the intensity of sales cycle. After focusing upon this cycle, company will ensure that they
are procuring right material and also will get the communication right (Moorman and
Day, 2016).
 Producing marketing and promotional materials: Marketing plans helps in creating
and highlighting the core product or service and it will help in keeping the product up to
dated with the services of the market. Marketing plans helps in featuring out the main
utilities of the offered product or service.
 Deep market research: Undertaking a detailed market analysis is also considering a
major role of marketing function of ZARA. In this company focus on competitor’s
strategy and also collect information about target customers. This can be beneficial in
improving the possibilities of capturing larger marker share from its competitors.
 Effective communication process: Marketing plans helps in creating efficient
communication channels into organisation by making goals and objectives of marketing
process clear to every internal stakeholder of the company. This will help in efficient
attaining of goals and objectives.
 Analysing positioning of company in market: Marketing plan helps company to track
their position in the market and through this, management of company comes to know
about their future course of planning. This will help in tracking the competition in the
market and then formulating the suitable strategies so as to surpass the competition in the
market.
P2 How roles and responsibilities of marketing relate the wider organizational context
Interrelationship of different functions within an organisation
Interrelationships between different departments plays an important role in the smooth
functioning of an organisation (Baker and Saren, 2016). It is formed by grouping of similar jobs
under one head of department. They work on a uniform task with a group of people for achieving
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