Marketing Essentials

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key Roles and Responsibilities of the Marketing Functions.................................................3
P2 Roles and Responsibilities of Marketing relates to the wider organizational context...........5
LO 2.................................................................................................................................................7
P3. Comparison of Marketing mix of Zara with H&M..............................................................7
LO3..................................................................................................................................................9
P.4. Marketing plan for Zara.......................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Marketing are the tool which useful in for the promotion of goods and services in the
market. It's a strategy which undertaken by businesses and companies to promote their products
for selling. Marketing Essentials are the terms which play the major role in the marketing
process. Marketing team use these essentials and run their marketing plan to achieve their
decided goals. In this we will discuss the role of marketing in the Zara and how it interrelates
with other fictional units of an organization. Zara is a Spanish apparel retailer company which
specialized in the Fast Fashion. In current time Zara is the largest company in the Inditex group,
the world's largest apparel retailer. Zara generally uses a mix of Demographic, Geographic and
Psychological Segmentation marketing strategies in order to serve the growing needs of the
customers.
LO1
P1 Key Roles and Responsibilities of the Marketing Functions
Zara is a very popular and famous Spanish clothing brand that uses a very clever
marketing strategy to achieve their respective business goals. Now Zara has the fastest growing
manufacture of affordable Spanish fashion clothing in the world. In current time Zara has over
2000 stores in approx 77 countries, and these are likely to double in the near future according to
current condition of the company (Lane, 2016). Zara's first marketing strategy is to provide the
latest trends and new styles clothes in just few times, Always their new fashion collection are
easily available on the stores within a week, two weeks. Company always try to focus on the
customers needs. Some major key roles and responsibilities of the Zara's marketing functions
below;
1. Fulfil Consumers Needs : Zara mainly focus on the customers needs. Company
understand their customers and try to provide them new fashion clothes at a reasonable
price. Many times company take feedback from the customers to improve their services
in the favour of customers. This is a basic thing which applied by many other successful
businesses in the world. Zara collects high goodwill in the market by its services which
company provided.
2. Provide New Fashion Clothes in a short Time : These are the speciality of this brand.
Company always provides new styles and new trends clothes in a short time. Their stores

always cover up by new and trendy clothes which attracts customers too much, because
other average brands provides that trendy clothes within 2 to 4 months.
3. Store Location : Store location also play a major role the high selling. Zara's stores
always located in the city centres, Because company knows the city centre attracts people
too much so the store also highlighted by its prime location, For example; Times Square,
New York.
4. Advertising : Zara uses always fancy and cool advertising for the brand, because it is
necessary to attract new customers by showing company's specialities and exclusive
collection. This way advertising is compulsory to beat brand's competitors in the market.
Company hire beautiful models to perform in their ads, which attracts people too much.
5. Analysis of Target Market : Zara also analyse the target market for selling their
exclusive clothes to the people. Market analysis is also a major term of the marketing
which provides customers attention towards brand (Stern and Porr, 2017). Company
firstly study which area's people are interested in the new styles and fashion. Then
company decide to open their stores in that particular places.
6. Developing New Products : Zara is the largest apparel retailer in the world, because
company always believe in the development of the new products. It is also necessary for
be always on the top in our respective industry. Company takes this too seriously and
always try to develop new styles and new fashion to gain the customer's attention. For
this purpose company completely depends on its fashion designers, they put their
innovative fashion ideas to produce new clothes styles.
7. Understanding an Organization's Strengths ans Weaknesses : Zara completely
understanding an organization's strength and weaknesses, but company always focus on
the organization's weaknesses and try to remove them. Every business has their weakness
point (SHUKLA, 2016). Zara's top-level management covers these all weaknesses and
work for the solving this weakness aspect in the organization.
8. Pricing : Zara's pricing strategy is also played major role in the marketing functions.
Basically Zara's targeted market is middle class and higher class income groups people.
So the pricing also decided on the basis of local people's income groups. Generally
company selling premium fashion products, so the price of the products is also some high