Evaluation Of Key Elements Of Marketing Function

Marketing Growth Strategies
Of Zara

Table of Contents
INTRODUCTION...........................................................................................................................1
LO.1 ................................................................................................................................................1
A.)Key Roles And Responsibilities Of Marketing Function......................................................1
B.) Analysing The Roles And Responsibilities In Context Of Marketing Environment............2
C.) Significance Of Interrelationship Between Marketing And Other Functional Units............3
D.) Critical Evaluation Of Key Elements Of Marketing Function.............................................3
LO 2.................................................................................................................................................4
1.) Application Of Marketing Mix..............................................................................................4
2.) Different Tactics Used By Organisations..............................................................................6
LO 3.................................................................................................................................................6
1.) Evaluation Of Basic Marketing Plan For Business...............................................................6
2.) Detailed Coherent Evidence Based Marketing Plan..............................................................7
3.) Seven P's Of Marketing........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the action or business of promoting as well as selling products or services
including market research and advertising. Market growth strategies are market penetration,
market development, product development and diversification. The project report focus on the
marketing growth strategies of an organisation which is ZARA - A retail fashion outlet (Pike,
2015). Here, assignment focuses on the marketing strategies that are adopted by ZARA to set a
benchmark in front of its competitors in the respect of trending fashion brands. First of all, this
report is giving its complete focus in the respect of key roles and responsibilities that are
shouldered by the marketing manager and also the interrelationship of the marketing department
with other functional units of ZARA. Further, the report lays its emphasis on the seven P's of
marketing mix. Finally, the report concludes by summarizing the seven P's with the motive of
achieving its overall objective. Evaluation of different tactics is being done that are applied by
the organisation for the achievement of business objective.
LO.1
A) Key Roles and Responsibilities Of Marketing Function
A marketing manager is having various roles and responsibilities to be performed in an
organisation. Although it's a wider term and it begins along with the generation of idea of
creating any product with the motive of satisfying the needs of customer (Smith and Wong,
2016). There are various roles and responsibilities that are required to be shouldered by the
marketing personnel by performing different functions in order to cater the needs of consumer.
Following are the roles and responsibilities of a marketing function (Brady, 2014). Listening to The Needs of Customer: - It's the duty of marketing personnel or the marketing
department to satisfy the needs of customer in all respects and that too very carefully. If
the respected department gets fail to cater to the needs of its customers then there are
chances that it might have to quit from the competitive market (Kent and et.al., 2018).
The respective department is required to follow some strategies and plans with the motive
of receiving the valuable feedback of customers. Tracking The Trends and Monitoring Of Competition: - It's the duty of marketing person
to keep an eye on the trends and monitor the competition very carefully and to become
adept and nimble and also setting the strategies in a very rational manner. It’s very
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necessary for the marketing personnel to monitor the skills of the competitor in the
competitive market (Kent and et.al., 2018). The marketing personnel should make such
products and start doing research in the competitive market, by the score of trends keep
on changing very rapidly and consumers accept the change as per their comfort (Mišič
and Podnar, 2017).
 Innovate: - Innovation is the need of market. Companies can do innovation in packaging
of product; in terms of pricing by adopting new pricing techniques; new ways of
promoting their products; new selling techniques. Marketing is such a function, in which
innovation is mandatory in some way or the other (Mišič and Podnar, 2017). Marketing
personnel should use innovation techniques as per the mindset of customer by applying
the marketing techniques in making the product or offering the services to the customer
with motive of satisfying customer requirements (Baker and Saren, 2016).
Now, ZARA is completely a fast-fashion company in which, the marketing personnel’s
are shouldering their complete responsibilities and performing their roles by putting their efforts
in listening and identifying the needs of consumers (Baker and Saren, 2016).
B.) Analysing The Roles and Responsibilities In Context Of Marketing Environment
A marketing manager has to perform various roles and responsibilities with the
perspective of dynamic and ever changing marketing environment. Developing Marketing Strategies And Plans:- A marketing personnel has to frame
marketing strategies and plans with the motive of setting a benchmark before its
competitors and to occupy the largest market share. Doing strategic planning is a
managerial process by developing and maintaining the organisations objectives and skills
and resources (Rezaei, Wee and Valaei, 2017). Marketing Research:- After doing market research only, an organisation is able to know
what is the scope of its products in the market. Whether, it would be profitable for a firm
to launch its products in the market with the motive of competing with other competitors.
In this case other than doing the monitoring of market, a manager is required to have
specific knowledge in respect of company and its products (Brady, 2014).
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