Marketing Management: Zara's Market Positioning and Potential for Growth

MARKETING
MANAGEMENT

Table of Contents
EXCECUTIVE SUMMARY...........................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
OUTLINE OF INDUSTRY, MARKET POSITIONING WITH THEIR UNIQUE SELLING
METHOD...............................................................................................................................1
MARKETING AUDIT (INTERNAL AND EXTERNAL) AND POTENTIAL FOR
MARKET GROWTH.............................................................................................................4
COMPETITIVE ANALYSIS.................................................................................................6
SWOT ANALYSIS OF ZARA..............................................................................................7
MARKETING MIX ( 4P'S)...................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

EXCECUTIVE SUMMARY
Marketing management refers to managing of marketing essentials which is drive in such
a way which help to gather more market in terms of product which enhances the profitability and
productivity of organisation. As per this report is showing brief analysis of marketing
management which is relevant to the selected business firm. This report includes market
positioning as well as present unique selling proposition of the selected firm. It outlines
marketing audits such as internal and external, also tells about it's potentials for growth of the
company. This document covers competitive analysis for both company as well as it's newly
introduced product and defines role of marketing mix in promotion of it's product.
INTRODUCTION
Marketing management is defined as the various function which is drive within an
organisation to take the overall analysis and manager the market process and running operation.
This help organisation to run their operation smoothly. This is create in such a way to develop
good relationship between customer and market. Marketing management is used by organisation
in very effective way to regulate the function properly and achieve the objective of firm. This
marketing management help number of people to select the effective market and gain maximum
profit from new marketplace. This help organisation to take advantage and fulfil the aim of
organisation (Bankvall and et. al., 2017). As per this the chosen organisation is Zara. Zara is an
multinational company which is dealing with various number of product of sales and fashion,
they have huge range of clothing for kids, men and women. Now they are ready to deal with
women jacket with huge product range in market. So as per this there are number of analysis
which is drive for Zara to improve their market strategies and rivalry. In this report the history of
Zara and total approach of STP will be discussed with internal and external audit. Observation of
organisation by various model is taken and marketing mix is analysed.
MAIN BODY
OUTLINE OF INDUSTRY, MARKET POSITIONING WITH THEIR UNIQUE SELLING
METHOD
Zara is a multinational company which is dealing with fashion industry, they have wide
range of product. The product are being relatable with every age group of people. It may include
wearing range for kids, men and women. As per this the selected firm going to launch jacket for
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women, they came in market with popular and new trend of jacket. Which is only for women
otherwise they launch and their development team always introducing various product which is
based on fashion and new trend of market to attract customer (Ing and et. al., 2020). Moreover,
Zara is operating their process with fixed amount of stores where firm can also grow at global
level. As with the present report there is brief discipline of selling of product with quality and
pricing. The consumer are well satisfied with their product. Organisation follow unique selling
method in market to gain attention from customer in term of their fashion store and they create
trend in social media about their product and create hashtag motto in social media as tool of
promotion. Their STP approach are discussed below:
STP approach
it is well defined as systematic communication which is used to followed by number of
organisation in order to gain profit in market with their new strategies within relation to
marketing. As per Zara there are three step of strategies which is followed to take lead in market
in their fashion industry. These include segmentation, targeting and positioning which is based
on Zara with their product and services. In this context the selected firm also used STP approach
to achieve its marketing aim and goals which help firm to fulfil the need and want of consumer.
In present business environment, Zara is providing various enormous techniques and tool to
employee by which they gain the objective of firm in fashion industry (Luu and et. al., 2018).
Under this, the selected firm is regulating various function which is elaborated below:
Segmentation: This approach is termed as the function of an organisation to meet the
objective and achieve the target in proper manner. Whereas, it is defined as activity within an
organisation which is related to make several group of market according to the overall analysis
of customer need and want and this segmentation is based on small and valuable group.
Moreover this segmentation help organisation to gain effective commercialisation and proper
interaction with audience in order to product and service which bis offered by firm to an
customer. This segmentation also help business to develop marketing mix and position of its
product in a segment market. In context with Zara. This operation of business is going in UK and
all over the world where the organisation used proper marketing strategies in order to gain profit
from market. Their are various approached of segmentation which is discussed below:
Demographic- demographic segmentation is defined as the taking an target which is
based of group. As per the context with Zara this segmentation is under gender, age, income,
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