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Marketing Essentials Zara SA

   

Added on  2021-02-21

12 Pages3698 Words45 Views
Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................3ACTIVITY A...................................................................................................................................4Marketing functions and their roles and responsibilities............................................................4Interrelationship of marketing department with other functional units......................................6Critical evaluation of key elements of marketing functions and their interrelationship withother functional units...................................................................................................................7ACTIVITY B...................................................................................................................................7Comparison of ways in which 7Ps are applied by different companies.....................................7Evaluation of different tactics used by Zara SA to achieve business objectives......................10ACTIVITY C.................................................................................................................................11Covered in PPT.........................................................................................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................11

INTRODUCTIONMarketing includes all the activities that are done by a company for the promotion of itsproducts or services in the marketplace so as to attract potential customers and induce theprocess of buying in them. It includes maintaining relations with the customers so that they canbe made loyal towards the company and can help in building the client base (Alqahtani andGupta, 2017). Advertising, selling and delivery of the products or services to the customersforms part of marketing. Effective marketing can give a competitive advantage to the companiesand they can lead in their respective industries. This project is based on Zara SA which is aSpanish apparel retailer based in Arteixo in Galicia. The company deals in high quality fashionproducts and deals in clothing, accessories, shoes, swimwear, beauty products and perfumes. Thekey roles and responsibilities of marketing function are explained along with their interrelationwith the other marketing functions. Marketing-mix is explained along with their application invarious companies. A marketing plan will also be made which will help in allocation ofresources and formulating a growth plan.ACTIVITY AMarketing functions and their roles and responsibilitiesMarketing a process through which companies try to develop interest of customers in theproducts and services that are offered by them. It helps in generating strategies for increasingsales, developing business communication that will lead to business development. Strongcustomer relationships can be formed by creating value for their customers and for the businessitself.

Marketing concept is the strategy used by companies to fulfil the needs of customers,increase their sales, maximize profits and have a competitive advantage over other firms (Baker,2016). There are five marketing concepts which are discussed below :Production Concept : This concept states that consumers prefer products that are widelyavailable and highly affordable for which Zara SA should increase its production anddistribution efficiency.Product Concept : It says that consumers favour products that are good in quality,performance and have innovative features for which Zara SA should focus on timelyimproving its products.Selling Concept : Customers are only attracted to buy the products if they are extensivelyadvertised or promoted. Zara SA can use this concept for increasing sales through heavypromotion.Marketing Concept : This concept focuses on increasing sales by analysing the needs andwants of customers and satisfying them by their products and services. Zara SA cancreate value for customers by this concept.Social Marketing Concept : This concept focus on improving the well-being of customersand society by delivering them value products and services. A sustainable marketingstrategy can be adopted by Zara SA for society welfare.Roles and responsibilities of marketing departmentof an organisation helps inachieving the marketing objectives (Choi and Kim, 2015). The marketing department identifiesthe target customers and analyse their needs and wants so that products and services can beoffered that satisfy the customers. In Zara SA, following are the roles and responsibilities ofmarketing department :Conducting market research : For identifying the target market and the needs and wantsof the customers. Market research also helps in identifying internal and external factorsthat can effect Zara SA and its functions. It is done to gain a competitive advantage overits rivalries.Developing product : This is done to provide customers with better products byimproving already existing products or by introducing new and innovative productswhich increase value for customers (Festa and et. al., 2016). It helps Zara SA in newproduct launch and determine prices.

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