Marketing Essentials: Roles and Responsibilities, Marketing Mix, and Marketing Plan

This document provides an overview of marketing essentials, including the key roles and responsibilities of the marketing function, their relation to the wider organizational context, and the ways different organizations apply the marketing mix to achieve business objectives. It also includes a basic marketing plan for a new product launch. The content covers various topics such as gathering and analyzing marketing information, marketing planning, promotion, packaging and labeling, and the application of the marketing mix in different organizations. The document is suitable for students studying marketing or anyone interested in understanding the fundamentals of marketing.

Marketing essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of the marketing function......................................................1
P2. How roles and responsibilities of marketing relate to the wider organisational context.......2
TASK 2............................................................................................................................................3
P3. Compare the ways within different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.........................................................................3
TASK 3............................................................................................................................................6
P4. Produce and evaluate a basic marketing plan........................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process of operating the business of a enterprise within a firm sells and
promote its commodities and facilities within the marketplace with the goals of fulfilling the
needs and demands of target audiences by providing products and services according their
demands and requirements. Marketing essentials refers to those factors which help in performing
activities of marketing in effective manner (Larson and Draper, 2018). For the accomplishment
of this report Zara is the establishment which is considered. This organisation was incorporated
in 1975 and it is a Spanish apparel retail sector company and is headquartered in Arteixo, Spain.
This enterprise specialises in fast fashion and products consider clothing, accessories, shoes,
swimwear, beauty and fragrances etc. This written report will define about the roles and
accountabilities of marketing division and interrelation of diverse components of company with
marketing. Moreover, it will explain about marketing mix and marketing development plan in
term of accomplishment of business goals and objectives.
TASK 1
P1. Key roles and responsibilities of the marketing function
There are several roles and accountabilities that are played by marketing function in a firm
as Zara. The explanation of some roles and responsibilities of marketing division of respective
firm is as under:
Gathering and analysing marketing information- It defined an important of marketing
function as it enable in assembling data from marketplace about demands and preferences of
customer in respect to goods and services that are offered by business enterprise. In Zara, the
management of company gather information about the changing needs of target audience’s s per
trend and fashion so that they can produce commodities according changing trend and fashion so
that they can produce goods accordant to their necessities (Henríquez, 2018). In this form,
marketing play a crucial role by collecting needed data so that the enterprise can aware with
requirements of market and they can produce according to them.
Marketing planning- It is a crucial division of marketing as it help in and essential in
respect to generating high revenue, more production and maximising sales of the company. In
Zara, the administration of the enterprise formulates plans and policies for the merchandising of
goods and services. They formulated sales plans and strategies to improve the sales of firm and
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take decision regarding manufacturing of products which help in providing satisfaction to target
audiences of company.
Promotion- It is one the most crucial role of marketing division and with the help of the
administration of Zara creates awareness about the goods and services of the company which is
offered by it to its targeted customers so that they are familiar with it and fulfil their needs by
purchasing accordingly (Nirschl and Steinberg, 2018). It can be a responsibility of getting
attention of customers by using promotional tools like social media, internet, web advertisement,
digital media, TV, Magazines and many others. In respective establishment, with the assistance
of this factor, the administration but products according require by getting information about
good. It will assist in increasing and improving sales and enhancing customer base of the
business establishment. By effective promotional tools, the management can help in developing
efficiency, profit margins and brand image as well as marketing position of enterprise.
Packaging and labelling- It is another a effective role and accountability of marketing
function. In current era, people are highly conscious about environment so they also prefer eco
friendly packaging material that will not harm atmosphere. In Zara, the marketing function of
company use distinct and effective packaging so that customer can easily recognise product at
retail shops. They also use reusable and decomposable material for packaging of commodities
which help in contributing environment welfare activities.
P2. How roles and responsibilities of marketing relate to the wider organisational context
Marketing with production- Marketing is appropriately connected with production function
and take help in several form as marketing is the process of producing, selling, advertising and
delivering goods and services to target audiences of the firm. In Zara, marketing function
manufacture commodities and facilities with the help of production function. Marketing provide
information about the market trend and fashion, as well as needs and demands of people so that
production department design clothing and produce other products as per customer needs (Gupta
and Nair, 2020). Marketing and production both are important function of company as when the
administration of the venture frame sales target then both division work together and
manufacture goods as per market requirement which help in hitting the set target.
Marketing with finance- In Zara, finance division play a crucial role and linked with
marketing department to run business of venture in effective manner. Finance function provide
fund to marketing department to purchase raw material, perform market research activities an
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promotion activities so that goods are produces as per customer’s needs and providing
information them to market doing endorsement of them with the help of social media, internet,
radio, TV and many more. Along with this finance function play an important role by
administrating the effective data in term of fund and monetary value that is invested by
marketing function in performing business nativities and operation (Hanlon, 2019). Marking
function also assist finance function by offering information about the more production and high
sales etc. so that they can prepare their financial document in effective manner.
Marketing with research and development- R&D function basically responsible for
organising research and collecting data regarding target audiences needs and preferences so that
marketing function familiar with new and changing trend and fashion so that they can offer
products as per their need and help in providing satisfaction. Marketing and R&D both
department are concentrating on the understanding of target customer’s needs and for it, they are
associating with each other. Research and development evaluates the value of their work which
is crucial for the clients. It plays an important role in finding out and collecting information
about individual’s needs and requirement in market.
TASK 2
P3. Compare the ways within different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is practiced with several areas that are operating for different set of
practices and plan of actions that are utilised the venture for advertising of products and services
of a company. In order to Zara, marketing mix is the process of putting product by utilising
efficient cost at accurate place with the help of using appropriate advertisement tools and
techniques. So that target audiences easily reach to product and purchasing them with the motive
of satisfying their demands (Okumus and Cetin, 2018). The explanation of 7Ps of marketing is as
under in reference to Zara:
Components of
marketing mix
Description Zara Burberry
Product It indicates to the
activity of altering
raw material in to
Zara provide several
products like clothing
for men, women and
This company offer
several commodities
as garments, trench
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finished good. The
product has some
value and people
are ready to buy
them.
children, bags,
perfumes, beauty
products and
accessories etc.
coats, footwear, bags,
leather products,
cosmetics and
fragrances (Bünte,
2018).
Price It refers to the cost
which invested by
the venture in
manufacturing of
goods and services.
It can be the
monetary value of
products which is
set by
administration for
selling of them.
In Zara, the
administration of
company utilise lower,
competitive and
discounting pricing
strategy.
It is a luxury brand so
the management use
premium and
competitive pricing
strategy for its
commodities and
services.
Place It mentions to the
distribution tools
that are utilised by
the administration
for selling and
delivering products
to end user (Uncles,
2018).
Zara has operates in
approx 88 nations with
the help of more than
6500 outlets. It also
sells its commodities
with the help of its
online stores.
This firm situated its
outlet approx 500
locations and operate
its business estimate
44 countries. Along
with this the venture
also offers or
distributes its
products through
online way.
Promotion It mention to
advertisement
channels which are
used by the
For endorsing products
and services, the
administration of Zara
use different
In Burberry for
awaring people about
its goods and
services, the venture
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administration of
company for
creating awareness
about its goods and
facilities
(Hidayatullah and
et. al., 2019).
promotional tools like
social media, web
advertisement, TV,
Magazines and
marketing campaign
etc.
use social media,
tools, high class
magazines, celebrity
promotion and visual
media etc.
People It refers to workers,
deals, distributors,
employees, labour
and target
audiences who
make their
contribution in
manufacturing
products and
improving sales.
In Zara, there are
approx 52,854
employees make their
involvement in the
running of business. In
addition to it, suppliers,
retailers, workers and
customer play an
adequate role in
business development
of this firm.
In this firm, 9,892
individuals make
their contribution in
performing
Burberry’s business
activities and
operations.
Distributors, dealers
and customers are the
main people of
business.
Process It refers to
production,
promotion and
distribution
activities through
which the venture
produces goods and
reaches them to
customer (Wilson,
McCabe and Smith,
2018).
To ensure that its
products are always
available at retail
outlets has system
installed where
retailers can notify
when their level of
stock of products is
low. In addition to it,
the firm include
production, promotion
and delivery process.
The enterprise
executes its
production activity
through utilising
creative and adequate
technology. to
provide its
commodities in easy
form, they utilise
online selling
process.
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Physical evidence It refers to the
external condition
and physical
structure of goods
which consider
size, packaging,
shape, design and
colour etc.
In Zara, the
administration has user
friendly website and
permits customers to
views products. It also
uses distinct colour and
biodegradable
packaging material for
products.
In this firm, the
venture use distinct
colour packaging so
that they can be
recognise by
customer at retail
store in easy manner
(Zahay and et. al.,
2019).
TASK 3
P4. Produce and evaluate a basic marketing plan
Marketing plan
It is a document that includes different processes and actions that are arisen by marketing
division towards a business enterprise of the manufacturing of goods and services. It can be a
written report which summarise diverse plan of actions and plans can be attained its set goals and
objectives. It is an important to the organisation as with the help of administration, it can design
and formulate vision, mission, business target, aim and goals of establishment so that it can
accomplish its set aims in appropriate manner. This plan can be devised to Zara to launch it’s a
new product “Home appliances” that is developed by management for providing several kind of
me products. The marketing plan in order to respective enterprise is explained as below:
SOSTAC model
This concept is framed by P. R. Smith so that wider section of business ventures can frame
business plans and tactics for the firm. In Zara, this concept can be perform by the management
of the venture during marketing deliberation on develop the individualistic transmission, plan of
actions associate to the digital marketing and formulating an entire marketing plan for business
venture (Eletxigerra, Barrutia and Echebarria, 2018). The description of this model in reference
to Zara is as below:
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Situation- In this, the effective situation analyse of the companies take place. For this internal
and external business atmosphere of the venture is considered. For this, management of the
company can conduct SWOT analysis which is as below:
SOWT analysis- It is a strategic tool that is used through business establishments to
analyse the exterior and interior factors of the establishment that impact business of the
organisation (SWOT ANALYSIS OF ZARA FASHION. 2020). It can be a process of determining
the abilities, weaknesses, and development chances and risks of the enterprise. SWOT analysis
of Zara is as below:
Strengths Weaknesses
 It is the fast fashion brand and
operating its business in more 88
nations and has more than 6500 outlets
all over the globe.
 It is a manufacturer of garments,
perfumes and Fashion accessories.
Along with this, it has sting supply and
retail network with more than 1800
suppliers.
 Zara as limited and low presence in
some fast growing marketplace. Along
with this, the firm is less aggressive
about marketing and sales.
 Zara contributes around 80% of inditex
business which means a failure in Zara
can put the entire team at a risk.
Opportunities Threats
 By making business expansion in
different marketplace, the firm can
make string market presence at global
market.
 To make development in its customer
service, the management can invest in
artificial intelligence, virtual reality and
other similar technologies.
 There are range of competitive venture
in market like H&M, Burberry, Gucci
and many more which offer similar
products and it create competition for
Zara.
 Due to COVID 19 pandemic, there are
several kind of changes are occurred in
rules and regulations which affect
business of Zara.
Objectives-
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It refers to the motive that is framed and integrated by the management of the company
so that development can be made in commerce (Poleschuk, 2019). The objectives that are framed
by Zara towards Home appliances products are defined as below:
 To maximise the profitability of company by 6% within next 9 months with the help of
its new product of Home appliances.
 To increase the sales of the enterprise by 9% within 11 months with the help of offering
its Home appliance product.
 To increase the customer base of the firm within 8 months up to 3% through offering its
new product.
Mission- The main motive of Zara is to offer products and services as per their needs and
demands and get it to them faster than anyone else.
Vision- The vision of the firm is to contribute to the sustainable development of community and
that of the environment with which they interact (Fill and Turnbull, 2019).
Strategy- It refers to that tools and tactics that are framed by the management of the company
for attainment of formulated aims and objectives. In Zara, the administration of the enterprise
formulated plan of actions goy its new commodities as Home products so that company. The
strategy that can be designed by this venture is explained as below:
STP- It refers to segmentation, targeting and position of customers according the
products and services and their demands. The description of it is as under:
Segmentation- In it, the business of the venture will make concentration on the
classification and categorisation of the market in small segments on the basis of demographic,
geographic, behavioural and psycho graphic segments so that the management of Burberry can
identify the area to provide accessories product line. On the basis of it, marketplace can be
categorised according to offer services.
Targeting- In it, the administration of Zara can find out its potential consumers in
segmenting groups who are interested in taking the benefits of its products and services. For its
home appliance product, it can target both male and female customer, its regular consumer,
youths and fashion sector individuals.
Positioning- In it, the management of the firm can placed its new product of home
appliance by using discount, vouchers and others (Plant and et. al., 2019). This will help in
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getting attention of individuals and impacting their purchasing power. It will help in improving
the sales and maximising the profit margins and sales of enterprise.
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Tactics- It indicates to that plan of actions which are used by the management of the firm to
resolve short term issues. In Zara, the management can use plans and tactics to attain the
business aims and objectives of the venture (Malhotra, 2018). With the utilisation of several
tools, the administration can aware with its goods and services. For example, In Zara, to aware
the consumer with its new goods of home appliances, the venture can use several promotional
tools such as, web advertisement, newspaper, social media, magazines, company website and
others.
Actions- This step of this conception is explained with different strategies that are needed to be
executed. In Zara, the management of the enterprise allotted several responsibilities and duties to
different employees so that designed objectives of the firm can be attained in set duration. It can
be a systematic way through which corporation can achieve its goal and hit its target in easy
manner.
Control- It is the last phase; the management of the enterprise can make control over on-
required process and procedures of the firm. They monitored that the plans and tactics that are
devised by them in order to growth and progress of venture with the help of new product of
Home appliances are efficient and appropriate (Ivanov, 2019). In Zara, they can take response of
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their target audiences on ordinary base so that they can handle complexities if they are occurred
and faced by people, then it will enable in dealing resolving issues that will affect organisation in
diverse manner.
CONCLUSION
It has been concluded from the above explained content that marketing is an appropriate
process of selling, purchasing and promoting products and services of company. There are
several components that are play an important role in running the marketing actions and
processes. There are diverse roles and responsibilities are executed by marketing department in
form of success and growth of venture. Several division of a company are interrelate with each
other because they make contribution or support each other to perform their practices and
making development in organisation success. Marketing mix is an effective strategy which states
about the products, price, accessibility and many more. Marketing plan is an important document
that is designed and formulated by firm to analyse the different business activities and attainment
of business goals.
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REFERENCES
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Chand & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
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Bünte, C., 2018. Künstliche Intelligenz–die Zukunft des Marketing. Wiesbaden: Springer
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Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
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