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Marketing Essentials | Zara

   

Added on  2021-01-01

16 Pages4541 Words419 Views
Marketing Essentials

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1A Roles and responsibilities of the marketing function relate to Zara...................................1B Analyse the role and responsibilities of marketing in the context of marketing environment2C Analyse the significance of interrelationship between marketing and other functional unit ofan organisation........................................................................................................................3D Analyse and evaluate the key elements of marketing function and how they are interrelated ................................................................................................................................................4LO 2.................................................................................................................................................51 Compare the ways in which different organisation apply marketing mix to marketingplanning process to achieve business objectives....................................................................52 Evaluate different tactics applied by organisation to demonstrate the way through whichbusiness objectives can be achieved ......................................................................................8LO 3.................................................................................................................................................91 Produce and evaluate basic marketing plan for an organisation.........................................9Executive summary: ..............................................................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing is defined as tools which is essential to increase productivity and profits ofoverall business. (Weinstein and Cahill, 2014). Organisation performs various functions likeproduct planning, marketing, etc. in order to establish positive brand image. This projectdiscusses about Zara, which is among leading fashion store and offer wide range of clothes andaccessories. Zara is operating in more than 88 countries with 6800 stores, it offers onlineshopping facilities to their buyers. They design products according to clients’ specifications, andlaunch almost 100000 new designs every year. Further this project discuss that Marketing function play crucial role in attracting newconsumer and developing successful plans. It synchronises and coordinate activities of differentdepartment of business in order to increase productivity Report include comparison betweenmarketing mix of Zara and H&M. End of this project discuss about basic marketing plan for anorganisation.LO 1A Roles and responsibilities of the marketing function relate to ZaraOrganisation performs various types of function related to marketing including plan,product and research development. In order to design policies regarding and allocate resources,which are essential to achieve long and short term objective. Zara has clear objective to providequality products and satisfy the demand of customer's. Planning is essential for achievingrealistic target, some responsibilities and roles of marketing functions are as follows.Product development plan: marketing department coordinate with production department inorder to satisfy current demand of people. Zara design dresses and products according to theconsumer requirement, which is essential to establish good brand image (Brychkov andDomegan, 2017). Marketing strategy help business in promoting new products which is essentialto increase consumer base.Market research: in order to recognise consumer demand, it is significant to carry outmarketing research. This strategy helps Zara in discovering new target market and continuouslyrecord the opinions and views of consumers. In order to identify current marketing trend andidentify issues, it is essential to carry out these procedures.1

Promotion: promotion of the products helps in communicating important details andinformation to the targeted audience (Scarborough, 2016). Zara introduce new products byproviding relative merits, which will increase the sale by attracting new consumers.Public relation: it is significant to create good public relation in order to develop trust and brandloyalty. Zara manage spread of information in an effective way to establish good image, strongcommunication skill is used to deliver message across the sea. Aim of company is to reach itspotential buyers and assure that positive image is maintained.Sales: marketing function help in enhancing the sale and revenue of business. Zara designproducts according to consumers’ instructions, which motivate them to purchase it.Retaining the market: retaining of market is the fundamental role of business, companies offerproduct which enables to attract buyers. Zara always come up with show case plans like offer,discounts etc. to build up strong relation with customers and retain them.Good brand name: marketing play crucial role in establishing of good brand name, which willincrease loyalty of customers towards the Zara (Andrews and Shimp, 2017). This is possible ifcompany offer quality products and services to consumers and look after the requirements ofemployee.B Analyse the role and responsibilities of marketing in the context of marketing environmentMarketing deals with managing and controlling the process of product developmentwhich include promotion, sales, etc. there are various roles and responsibilities of marketing incontext to marketing environment.Formulation of marketing plan and strategy: organisation design products and proceduresaccording to end goals which is essential part of advertisement (Polo Peña and et.al., 2016).Development of right marketing plan help to gain competitive advantage. Zara objective is todeliver quality products and maximise its profits, so they design strategy to accomplish the same.Management of marketing information system:Marketing information system deals withcontinuous interaction with people in effective manner and it also includes equipment thatimprove existing marketing policies. Zara design and support various decision of managementlike price, with the help of effective marketing function.Conducting market audit: marketing audit help in identifying strength and weakness of currentproduction process. Zara explore all the operation and determine whether policy is implementedin effective manner or not. Management conduct research process to identify new ideas and2

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