Marketing Essentials: Roles, Responsibilities, and Planning for Zara

This report discusses the key roles and responsibilities of marketing function, how they relate to the wider organisational context, and compares marketing mix of different organisations. It also provides a basic marketing plan for Zara to increase sales by developing effective relationships with customers.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: Explain the key roles and responsibilities of the marketing function...................................1
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................4
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................4
TASK 3............................................................................................................................................8
P4: Produce and evaluate a basic marketing plan for an organisation........................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is very essential part of organisation that is significant for successfully and effectively
conducting business practices. it has been analysed that there are different roles and
responsibilities of marketing function that is significant for boosting overall performance and
capacities of business to attain desired goals (Pike, 2020). This report is based on Zara
organisation. This is one of the well known organisation that is performing its practices in retail
market area. Zara company was developed by Amancio Ortega and Rosalia Mera. Head office of
this organisation is located in Arteixo, Spain. Zara organisation is providing high quality
fashionable products such as cloths, accessories, shoes, beauty and perfumes. This report
includes different roles and responsibilities of marketing function. In this report roles and
responsibility of marketing related to wider organisational have been determined. This report
consist of comparison of marketing mix of different organisation. Apart from this, a proper
marketing plan is developed.
MAIN BODY
P1: Explain the key roles and responsibilities of the marketing function.
Marketing function of organisation is related to attracting and influencing large number of
customers towards organisation in order to enhance business profitability. This includes activities
of distributing, financing, conducting market research, pricing strategy as well as mamagment of
products and services along with the promotional activities. There are different significant roles
and responsibility of marketing function which is effective for improving overall performance of
Zara company. Through effective functioning of marketing, respective company will be able to
attract more and more customers towards business as well as lead to accomplish desired
objectives (Venkatesan and Lecinski, 2021). Marketing function assist in identifying customers
requirements so that Zara company can develop high quality products which is able to meet with
customer requirements. Different roles and responsibility of marketing in context of Zara
company is mention below –
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 Identifying customers needs – This is consider as one of the crucial responsibility of
marketing function of Zara organisation. It is important for company to identify and
analyse the needs of customers so that right and accurate products could be developed by
organisation. The Marketing team of Zara company is conducting different activities as
well as researcher on analysing requirements of customers with the motive of developing
product which is effective for full filling customers wants and demand.
 Managing brand image – Marketing function of respective company includes the
responsibility of developing as well as managing brand image successfully. This will lead
to have major impact over attracting and retaining customers with the business. High
brand image is significant for developing better and effective relationship with customers
and influencing sales and profitability of Zara company.
 Promotional and advertising – This can be describe as the activity of attracting customers
by providing them accurate information about the offerings of company. promotional and
advertising can be consider as the primary role or responsibility of Zara company as it
will lead to have direct impact over sales and profitability of business (Berkowitz, 2021).
There are different methods and approaches that could be consider by organisation for
promoting its business products and services. The role or responsibility of marketing
function of Zara company is to effective promote and advertise customers so that they
have accurate knowledge about respective company offerings.
 Monitoring competition – It is consider as crucial role of marketing function as it will
lead to have major impact over business decision and strategies. It is essential for Zara
company to monitor is strong rival companies with the motive of identifying information
about their new products and services as well as strategies to influence customers. Zara
company needs to monitor competition for taking effective business decision and gaining
competitive edge over other.
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context.
The roles and responsibility of marketing is directly or indirectly related to different aspects
of business. Zara is a multinational company which is offering its products and services to
different part of the world (Cooper, 2020). So the roles and responsibility of marketing is related
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to wider organisational context. Respective organisation have different functions and
departments which are interrelated to each other. Interrelation of these activities will lead to have
significant influence over performance and productivity of Zara company. Interrelation of roles
and responsibility of marketing with other organisational aspects is mention below –
 Marketing and human resource department – Human resource department of respective
company is related to attracting and hiring candidates who have potential to conduct
business practices in significant manner. It is responsibility of marketing department to
provide accurate information about the skills and quality needed in candidate for
successfully meeting with vacant position in department. This will assist human resource
department for searching right and accurate candidate with right skill set to successfully
meet with business needs.
 Marketing and production department – The role of marketing function is to collect
information about the needs and requirements of customers. It is important that marketing
department is providing this information to production department so that they can create
product which is according to the requirements of customers (Voloshin, Gonchar and
Kalinin, 2020). Through this production department will be able to create product in
right quantity and quality in order to successfully meeting with customer demand. High
quality of developed product will assist marketing department to attract more and more
customers towards Zara company as well as increasing business sales and revenue
significantly.
Zara organisation is considering functional organisation structure that is significant for
dividing large organisation into different groups who is responsible for performing different
functions. In this organisation includes, marketing function, human resource function, finance
function, production function and many more. In this type of organisational structure different
roles and activities are performed as per the requirements of business department. In this the role
and responsibility of marketing function is to carry out its departmental practices in significant
and effective manner. It is essential that correct information is provided about the marketing
function to other department of business as it will help in taking effective decisions.
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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 can be describe as the set of actions or tactics which is consider by
organisation in order to successfully promote its products and services in the market area. It is
very important tool which will assist company to take correct and effective decision which is
beneficial for successfully performing business practice. There are 7 P’s included in marketing
mix such as price, product, place, promotion, people, process and physical evidence. Organsation
use marketing mix tool in order to identify which product and services are analysed as well as
how product will lead to meet customer requirements (Charlesworth, 2020). Different
organisation use marketing mix in different manner in order to conduct marketing planning
process in effective and efficient manner. Comparison between Zara and H&M marketing mix is
mention below
Elements Zara H&M
Products Zara company is developing
and manufacturing high
quality products which is
according to the current
market trend or needs of
customers. Production of Zara
products in controlled by
company and it is designing
unique products to full fill
marketing demand.
The products and services of
H&M company is fashionable
cloths, footwear as well as
other accessories which is
significant for meeting needs
of customers. This company is
focusing on creating trendy
products with the motive of
influencing large number of
customers towards business.
Price This can be describe as the
value charged by organisation
for providing its high quality
products. Zara company is
consider affordability pricing
strategy in order to attract
large customer base. The price
H&M pricing strategy is based
on the competitors price and it
is focusing on gaining edge
over other rival company. The
price of H&M products are
comparatively high as it is
offering high quality products
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of respective company product
depends on the cost included
in creating products.
to potential customers. its
pricing strategy is based on
the sales and reputation of
company.
Place This is refer as the action that
is taken by organisation to
provide its products and
services to customers
(Proctor, 2020). Zara company
is placing its high products
and services in Zara stores.
This organisation have
different stores which is
located in different part of the
world. This organisation is
offering its products through
online shopping as well which
provide more ease to
customers in attaining
products.
Place can be describe as the
area in which H&M company
is distributing its products and
services to potential customer
base. It is essential for
respective organisation to
have effective distribution
strategy which is significant
for meeting customers needs
as well as timely delivery of
products. H&M company is
considering both online as
well as offline distribution
strategy in order provide its
customers high quality
products and significantly
meet with their demand.
Promotion Promotion can be describe as
the action taken by company
to provide information and
ideas to customers regarding
features and offering of
company. This is significant
for attracting large number of
customers towards company
as well as influencing them to
purchase products and
There are different types of
promotional strategy which is
effective for organisation to
attract as well as retain
customers. H&M company is
considering different and
effective promotional
strategies in order to attract
more and more customers
towards business. It is
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services. Zara company is
based on Zero investment in
marketing policy. This
organisation is able to provide
high quality products which is
significantly useful for word
of mouth strategy. Through
this respective company has
developed strong image in
market area.
essential for organisation to
have accurate promotional
strategy with the motive of
attracting large number of
customers. H&M company is
using both tradition and
modern methods of promotion
in order to influence more
customers.
People This is refer as the employees
who are conducting business
practices of Zara company. it
is essential that respective
organisation have right set of
employees in order to
successfully conducting
business practices. Zara
company is providing training
to its employees with the
motive of improving different
skills and capabilities for
successfully meeting business
objective. Training and
development practices are
effective for enhancing
potential of employees and
carry out organisational task in
appropriate way.
People are significant part of
business as it will lead to have
major impact on
organisational practices as
well as accomplishing of goals
(Shafei and et.al., 2020).
H&M company focusing of
attracting and retaining highly
skilled employees with in
business in order to
accomplish organisational
goals. Respective company is
using different tools and
approaching for finding and
highly well qualified and
skilled employees that is able
to meet requirements of
business and enhance its
overall performance.
Process This is refer as the practice
conduct by organisation in
The process of H&M
company includes creating
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order to carry out business
practices in effective and
efficient manner. This
company is developing
effective and efficient plan for
performing its process in
significant and accurate
manner. The process of Zara
company includes identifying
needs of customers as well as
developing products in order
to significantly meet
requirements of customers.
and selling of products in
order to improve its overall
profitability. It is essential that
respective company consist of
accurate business process in
order to significantly meet
with customers requirements
as well as full filling their
needs. The process of
respective company is
effective for attaining business
goals.
Physical evidence The brand image of Zara
company can be consider as
its effective physical evidence
which will lead to have
significant influence over
business process and
performance. This company
has developed its positive
image in market area that is
helpful for attracting and large
number of customers towards
business.
H&M company offline stores
can be consider as its physical
evidence as it is effective for
full filling customers needs.
Respective company have
created and maintained stored
in accurate manner which is
helpful for showcasing its
products to customers in
creative and attractive manner.
TASK 3
P4: Produce and evaluate a basic marketing plan for an organisation.
Marketing plan can be describe as the document which includes all information regarding
the flow of marketing practices in correct manner. This is refer as the blue print for performing
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different activities of marketing in effective manner with the motive of attaining desired goals.
Marketing plan includes different steps and actions which is significant for attracting large
number of customers as well as meeting objective of business (Venkatesan and Lecinski, 2021).
It is crucial for Zara company to develop effective and efficient marketing plan that includes
each and every information about the business as well as significant for meeting organisational
goals. This consist of various business strategy that will assist in enhancing organisational
performance. Marketing plan in context of Zara company is mention below –
Smart goal – It is important for respective organisation to create effective goal that is helpful for
meeting business requirements. The smart goal of ZARA company is to increase sales of
organisation by developing effective relationship with customers in 6 months.
SWOT analysis of Zara – It is crucial for organisation to determine its internal as well as external
environment in order to take correct and effective decision for enhancing business performance.
For analysing environment of business, SWOT analysis tool is considered. SWOT analysis
includes strength, weakness, opportunity and threat which influence business performance.
Strength Weakness
Zara is one of the well known organisation that
is providing its products and services to large
market area. The major strength of this
organisation is unique design of products as
well as strong brand value. This is effective for
meeting customers needs and increasing profits
of business
There are some weakness of zara company that
could lead to have negative affect over
business and affect its performance. Zara
company is not conducting promotional and
advertising activities. due to this many
customers are unaware regarding the products
and services of respective company.
Opportunity Threat
There are several opportunities with respective
organisation to enhance its overall
performance. Zara company has opportunity to
conduct effective advertising practices in order
to develop strong relationship with customers.
Zara company is conducting its practices in
highly competitive market area. This is the
major threat for respective company as strong
rival companies will lead to affect sales and
profitability of organisation.
Segmentation, targeting and positioning of Zara – Once internal and external environment is
analysed by respective organisation it is important to create significant strategies which is
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beneficial for attaining objective of business. In order to develop effective business strategies
segmentation, targeting and positioning approach is considered. This is mention below –
 Segmentation – This is refer as the practice of classifying large market area into smaller
parts with the motive identifying right and accurate customers base. Marketing is divided
on the basis of different needs of customers such as behavioural, demographic,
psychological and so on. This company is focusing on customers who have high quality
lifestyle and like fashionable products.
 Targeting – It is essential for organisation to determine targeted market area so that all
activities and task could be performed in appropriate manner (Lestari, 2021). Zara
company is targeting customers of all age group who belong to medium or high income
group. Its targeted people have potential to purchase high quality fashionable products for
satisfying their needs.
 Positioning – Positioning can be describe as the activity of creating positive and effective
perception about company and its products in market area. This is beneficial for influence
large number of customers as well as increasing sales of business products. Zara
company is positioning its products as high quality that is able to meet with the
requirements of customers. This is helpful for attracting more and more customers
towards business.
Marketing Mix – The marketing mix can be describe as the action plan that needs to consider by
organisation in order to successfully conduct business practices. It is important that Zara
company is creating effective action plan in order to timely accomplish objective.
 Products – This is refer as the goods or services which is offered by company to its
potential customers. Zara organisation products includes fashionable clothing, shoes as
well as other accessories products.
 Price – This price strategy of respective company is determined on the cost of
manufacturing and offering to products. This company is setting price that assist in
gaining profits after reducing cost of developing.
 Place – This is refer as the area or place where Zara company is providing its products
and services to customers. Zara is offering its high quality products through online and
offline store. This is effective for providing products to potential customers.
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 Promotion – Zara company is considering word of mouth as promotional strategy. This is
significant for business as it includes zero cost of advertising.
Budget analysis – It is crucial for Zara company to develop effective budget for business that
includes information about financial aspects. This budget plan is significant for determining cost
and funds needed for attaining goals.
Monitoring and controlling – Monitoring and controlling is last phase of marketing plan and
it is effective for determining overall success and growth of the business towards
accomplishment of goals (Lestari, 2021). There are different methods that could be used by
company to monitor and control its performance such as gaining feedback for customers. The
customers feedback is significant for collecting views of customers about respective company as
well as its products.
CONCLUSION
From the above report it has been determined that marketing is important function of
business that assist in increasing sales and performance of business. This includes different roles
and responsibility of business that is helpful for attaining desired goals. Marketing mix includes
7 P’s which is consider by organisation in order to create effective and efficient strategies for
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business growth. Apart from this, marketing plan is effective in order to create a proper blue
print document which includes each and every detail about business.
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REFERENCES
Books and Journals
Pike, S., 2020. Destination MarketingDestination Marketing: Essentials.
Venkatesan, R. and Lecinski, J., 2021. PART 2. AI and Marketing Essentials. In The AI
Marketing Canvas (pp. 23-84). Stanford University Press.
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Cooper, C., 2020. Essentials of tourism. SAGE.
Voloshin, V., Gonchar, V. and Kalinin, O., 2020. Features of Modern IT Marketing and Its
Prospects.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing. Routledge.
Shafei, R. and et.al., 2020. The Cultural Marketing Elements: The Essentials for Increasing of
Museum Visits. Journal of International Marketing Modeling, 1(2), pp.93-103.
Venkatesan, R. and Lecinski, J., 2021. Notice to Readers. In The AI Marketing Canvas (pp. ix-x).
Stanford University Press.
Lestari, S., 2021. Digital Marketing Application Training For Small And Medium
Enterprises. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(11),
pp.1267-1271.
Pike, S., Pontes, N. and Kotsi, F., 2021. Stopover destination attractiveness: A quasi-
experimental approach. Journal of Destination Marketing & Management, 19, p.100514.
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