Marketing Essentials: Zara's Marketing Mix and Plan

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................3
TASK 3............................................................................................................................................8
P4. Produce and evaluate a basic marketing plan for an organisation...................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing a fundamental activity which takes place in every business and all business
owners with different status and scope perform this task. Marketing is basically a phenomena
undertaken businesses and organisation for promoting buying and selling actions of their
products and services by simultaneously informing people and spreading awareness in public
about the offerings being offered. Marketing is an essential and a basic function of a business
entity that involves number of small chores and contribute in ultimate aims and goals. The
respective organisation chosen for this report is Zara a Spanish fashion retailer. The company
was founded in 1975 by Amancio Ortega and Rosalia Mera and located in Artexio, Spain (Basil,
2019).
The company deals in fast fashion goods such as Clothings, Accessories, Shoes,
Swimwear, Perfumes and Beauty Products. Zara is a subsidiary brand of Inditex a Spanish
multinational clothing brand. The report is developed over the topic of marketing essentials and
acknowledges separate aspects associated to it. In the beginning marketing function will be
explained with its roles and responsibilities. Moving along, interrelationship of marketing roles
with other functional units of Zara will be examined. Then a comparison is going to be
performed between Zara and one of its competitors on the basis of their marketing mix tactics.
And lastly a marketing plan will be developed with appropriate evidences and reasoning.
TASK 1
Covered in PPT.
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix is a tool with combination of seven elements which are known as 7P's as
well and are refers as tactics or actions companies uses to promote and advertise their offerings
that is Products and Services (Constantinou and Sauvage, 2018). In the table below all these
seven tactics are explained and Zara marketing mix is compared with one of its global
competitor H&M (Hennes & Maurtiz).
7P's Description Zara H&M

Product The first is product
referring to the
offerings of company
through which it is
earning revenues and
gaining profits.
Zara is a leading brand
in the world under the
category of fast
fashion clothings and
accessories. Zara
offers clothings,
accessories, perfumes,
shoes and swimwear
for men, kids and
women. This exist in
the product portfolio
of Zara.
H&M is a clothing
retail like Zara making
sales of fast fashion
clothings for men,
women and kids. It has
a huge product
portfolio which is
being regularly
enhancing and
inducing.
Price This is associated with
the value put on the
product or the service.
The price strategy
depends upon the cost
incurred from the
initial stage of product
being manufactured
till it is being sold to
buyers.
Zara is a luxury brand
offering fashionable
products for everyone
and its offerings are
high in fashion and
low in price. The
company offers all
new trends and
fashionable
commodities at lower
prices in all over world
in comparison to all
competitive
international brands
(Gonzalez-Zapatero,
Gonzalez-Benito and
Lannelongue, 2016).
H&M offers high
quality of products and
services, thus their
pricing policy is to
premium. In
comparison to other
competitors like Zara
itself, H&M prices are
high but its variety of
goods are high too.
Place The factor is linked to The distribution H&M make sale of its