Impact of Marketing Strategies on Business Growth: A Case Study on Zara

This research study aims to examine the potential impact of marketing strategies on the growth and success of business, with a case study on Zara. It explores the concept of marketing strategy, its influence on business operations, and measures to enhance brand reputation. The study utilizes a quantitative research approach and thematic analysis for data collection and interpretation. The findings highlight the importance of suitable implementation of marketing strategies for business growth and identify challenges faced by Zara due to inappropriate implementation. Overall, marketing strategies have a positive impact on business operations and progression.

Marketing
Research And
Insights

Table of Contents
Title of the Research........................................................................................................................1
Introduction......................................................................................................................................1
Overview of the Research......................................................................................................1
Rationale of the Research.......................................................................................................1
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Literature Review.............................................................................................................................3
Research Methodology....................................................................................................................5
Data Collection and Interpretation...................................................................................................7
Conclusion and Recommendation.................................................................................................16
Conclusion............................................................................................................................16
Recommendation..................................................................................................................16
References......................................................................................................................................17
Appendix........................................................................................................................................18

Title of the Research
To examine the potential impact of marketing strategies over the growth and success of
business. A case study on Zara.
Introduction
Overview of the Research
The study initiate to determine the potential impact of marketing strategies over the growth
and success of business. Marketing strategy is defined to the business’s overall game plan for
reaching prospective consumers and turning them into consumers of the products and services
the business provides (Ottman, 2017). A marketing strategy mainly contains the businesses value
proposition, key brand messaging, data on target customer demographics, and other high-level
elements. In this present investigation work, the overall analysis has been executed over Zara,
thus it is a Spanish Apparel retailer, which has its head quarter is in Artteixo , Spain. The
company was founded in the year of 1975 by the potential efforts of Amanico Ortega Rosalia
Mera. Fast fashion is something which a lot of retailers strive for, but few have actually
mastered. Zara’s design process which differs through the norm (Bamiatzi and Kirchmaier,
2014). While many retailers are working more than six months out, Zara brings new concepts to
life in just three weeks. It does this through its integrated supply chain and by consistently
keeping more than half of its factories in close proximity to key markets. They keep the supply
close to the demand signal. The company is having its operations all over the globe and has its
major concern over implementing effective marketing strategy for the purpose of attaining higher
growth and success at market place. The company is having its operations all over the globe and
mainly deals in clothing (Jones, Borgman and Ulusoy, 2015).
Rationale of the Research
The research into actual action is based on data mining the potential impact of marketing
strategies over the growth and success of business therefore it is the major concerned area for a
business which needs to be analyzed in the manner of resolving the issues. The potential interest
for carry out this present research is the individual to cognition of the researcher as the
investigator wants to explore all knowledge and skills in relation to the area of marketing
strategy and how these are effective for the growth operations of the business. In addition to
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this, the another reason for conducting this research is that, it is a major issue which is mainly
faces by the business and influence the growth (Leonidou and et. al., 2013).
Research Aim
The key aim of this present project is “To examine the potential impact of marketing
strategies over the growth and success of business”. A case study on Zara.
Research Objectives
The potential objectives that are encompasses over the present research are determined as under:
 To develop understanding in relation to the concept of marketing strategy in the context
of business.
 To explore the issue in relation with marketing strategy within Zara.
 To evaluate the potential influence of marketing over the operations of business.
 To determine the measures that can be effective for Zara to enhance their brand
reputation at market place.
Research Questions
The key questions of this research are associated as below:
 What is the concept of marketing strategy in the context of business?
 What is the issue in relation with marketing strategy within Zara?
 Which kind of influence does marketing have over the operations of business?
 What measures can be effective for Zara to enhance their brand reputation at market
place?
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Literature Review
Literature review is defined to be the most important area of an investigation as it helps in
developing theoretical understanding in relation to a specific area via the assistance of
implementing secondary sources like books, journals, published articles and so on.
As per the opinion analysis of Adam Barone, 2020, a marketing strategy is defined to be an
organisational overall business plan for their particular buyers and turning them into the
consumers of the products and the services that are provided by the business. In addition to this,
A marketing strategy mainly contains the business value proposition, key brand messaging, data
on target customer demographics, and other high-level elements (Olson and et. al., 2018). In the
context of business, marketing strategy plays an imperative role in the growth and success of the
business via providing them suitable direction to execute their operations in right manner.
Therefore, marketing strategies are defined to be the plan which are effective in guiding the
business to gain the attention of the customers for the intention of reaching at the higher
profitability and growth (Proctor, 2014).
According to the views analysis of MARY HANBURY, 2017, Marketing is a crucial aspect
which is needs to be considered by the businesses for the intention of attaining higher growth and
success, therefore, Zara is operated at global level and has its immense customers base which is
termed as the key significance for a business to attain growth and success. Zara has adopted a
dissimilar marketing strategy through very beginning that is not to promote via traditional media.
There are not many organisations that are running without any marketing in this age of
communication and technology (Davis, 2012). Therefore, Zara is recognised to be the fast
fashion pioneer which brought new styles to its shelves instantly, that has been knocked off its
perch through online brands which are liable to design an item and have ready for sale in as a
little as a week. Thus, the ultra fast fashion is recognised to be the major issue and the business is
also using high pricing strategy which influences the overall performance of the business (Lam
and Harker, 2015).
According to the views analysis of Vivian Kato, 2018, Marketing strategy mainly refers
as the business plan which is effective in providing assistance to the business to implement their
operations in right manner to gain growth and success, thus Zara is considered as one of the most
successful fashion retail brands, thus the reason behind to become the most successful brand in
encompasses over the dramatic introduction of the concept of “fast fashion” retail since it was
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founded in 1975 in Spain, Zara aspires to create responsible passion for fashion amongst a broad
spectrum of consumers, spread across different cultures and age groups. Therefore, an
appropriate marketing strategy is required for a business to attain higher competitive advantage,
thus marketing strategies mainly has direct positive impact over the operations and progression
of the business. Although, it also provides a significant plan for the businesses to implement their
operations in right direction to gain growth and success (Toledo-López and et. al., 2012).
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Research Methodology
Type of Investigation: It is the most basic duty of the researcher is to assess the sort of research
since it is increasingly powerful in pushing ahead towards right way. An exploration can be
amassed as qualitative or quantitative in nature (Firnkorn and Müller, 2012). In the present
research undertaking, quantitative research has been applied by the researcher therefore; it is the
most effective tool which is imperative in conducting detailed analysis over the area of
determining the impact of marketing strategy over the growth of business, thus it is imperative in
providing detailed information which based on actual facts and figures.
Research Approach: This can be estimated as the fundamental devices of research approach and
this segment of research is characterized among two unique components, for example, inductive
and deductive methodology. In this existing exploration work deductive research approach has
been executed by the researcher, therefore, in this basic theories and hypothesis are developed
that are significant to the area of analysing the influence of marketing strategy over the success
of business (Crittenden and et. al., 2011).
Data Collection tools: Information assortment can be resolved to be one of the fundamental
component of research venture. In this segment specialist has an alternative to gather suitable
data by essential and optional methods for assets. The data which are accumulated just because is
known as primary research and on the opposite side secondary information are separated through
different sources, for example, books, diaries, articles, distributed materials and past research
ventures. In this present investigation work, both primary as well as secondary tools are applied
to assist the overall work in right direction to implementing suitable results. Primary research is
executed via the assistance of implementing survey through the implementation of questionnaire
as this is supportive in gathering data through analysis of human perspective via covering aims
and objectives (Ward, 2012). Furthermore, secondary sources like books, journals, published and
non published articles are effective in exploring recognition in relation to the specific
investigation area.
Data Sampling: This is the most significant piece of system which accentuates on picking the
example which repeats from the first populace. In this area researcher having decision to choose
probabilistic or non-probabilistic testing strategies which suits the most for examine work. In ebb
of this present research project, information has been accumulated through random basis via
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applying probabilistic research sampling. In the present work sample size is 30 enough to gather
valuable data (Roll, 2015).
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Data Collection and Interpretation
Data collection is defined to be the most effective area of investigation as it is efficient in
accumulating valuable information to significant results (Yeshin, 2012). In this present
investigation work information has been analysed through applying thematic analysis, as it is the
most effective source to drawn valid and reliable results.
Thematic Analysis
Theme 1) The individual having an appropriate understanding in relation to the concept of
marketing strategies in the context of business.
Q1) Do you have an appropriate understanding in relation to the concept of
marketing strategies in the context of business?
Frequency
Yes 29
No 1
Interpretation:
In the present investigation work execution has been conducted over analysing the
understanding in relation to the concept of marketing strategy in business context therefore
survey has been executed among 30 respondents and out of that 29 people are in favour with the
same as they are having suitable idea about the concept and remaining people are not having any
idea about the same.
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Theme 2) Suitable implementation of marketing strategy is essential for a business to gain
growth and success.
Q2) As per your view, suitable implementation marketing strategy is essential
for a business to gain growth and success?
Frequency
Yes 28
No 2
Interpretation:
According to the study executed over the area of determining the effectiveness regarding
the suitable implementation of marketing strategy for the growth and success of business
therefore 28 people are in favour with the same as per their opinion it is very much important for
a business to execute appropriate business strategies to execute their implementations in a right
manner to attend higher growth and success therefore remaining people are not in favour with
the same as per their opinion it is not essential for a business to execute marketing strategies.
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Theme 3) There are appropriate factors that hinders a business to execute suitable marketing
strategies.
Q3) From your perspective, what are the major factors that hinders a business to
execute suitable marketing strategies?
Frequency
Lack of Resources 8
Increasing visibility and generating quality leads 7
Generating Traffic and Leads 7
Hiring Top Talent. 8
Interpretation:
The present study is executed to analyse the potential factors that hinder a business to
execute suitable marketing strategies therefore 8 out of 30 people are in favour of lack of
resources seven individuals are in concern of increasing visibility and generating quality leads
comma another 7 people are go with generating traffic and leads and remaining people are in
concern with hiring top talent thus, as per their opinion these are the key factors that hinder a
business to implement suitable marketing strategies to gain growth and success.
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Theme 4) There are multiple challenges that are mainly faces by Zara due to inappropriate
implementation of marketing strategy.
Q4) According to your view, what challenges are mainly faces by Zara due to
inappropriate implementation of marketing strategy?
Frequency
Demonstrating marketing's value 8
Lack of fundamental marketing knowledge 8
Downfall in business growth 7
Uncertainty about future growth 7
Interpretation:
As per the description analysis of the above mentioned chart it has been analysed that
there are multiple challenges that are mainly faces by Zara due to in appropriate implementation
of marketing strategies 8 out of 30 people are in favour of demonstrating marketing values coma
another eight people are go with lack of fundamental marketing knowledge seven individuals are
in concerned with downfall in business growth and remaining people are going with uncertainty
about future development therefore as per the opinion recognition of the author has been
analysed that these are the key challenges which are mainly faces by Zara due to unethicl
recognition of marketing strategies.
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Theme 5) Marketing strategies have positive impact over the operations and progression of the
business.
Q5) According to you, which kind of influence does marketing strategies have
over the operations and progression of the business?
Frequency
Positive 26
Negative 2
Neutral 2
Interpretation:
From the detailed analysis of the project has been identified that 26 out of 30 people said
that marketing strategies have positive impact over the operations and progression of the
business as per their opinion it is very much essential for a business to implement appropriate
marketing strategies to execute the operations in a viable manner. two respondents are not in
favour with the same and the remaining individuals are not providing any concern as they are not
providing any discussion on the same.
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Theme 6) There are multiple key factors that mainly influences the success of business at market
place.
Q6) As per your opinion, what are the key factors that mainly influences the
success of business at market place?
Frequency
Strategic and tactic plan 6
Powerful decision 8
Great marketing and customer service 10
Effective business communications 6
Interpretation:
As per the detailed analysis of the project has been analysed that here a multiple factors
like strategic and tactical plan, powerful decision, great marketing and consumer services,
effective business communication that are mainly influences the success of business at
marketplace.
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Theme 7) There are assorted benefits that are gained by a business through effective
implementation of marketing strategy.
Q7) According to you, what benefits are gained by a business through effective
implementation of marketing strategy?
Frequency
Increase in business performance 7
Developing brand reputation 7
Increase in market share 8
Wider customer base 8
Interpretation:
As per the determination of the survey report it has been evaluated that here are a certain
benefits like increase in business performance, developing brand reputation, increase in market
share, wider customer base that are mainly gained by a business through effective
implementation of marketing strategies.
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Theme 8) It is required for Zara to make appropriate changes in their market strategies to attain
higher growth and success.
Q8) As per your view, is it required for Zara to make appropriate changes in
their market strategies to attain higher growth and success?
Frequency
Yes 26
No 4
Interpretation:
In this research undertaking the execution has been conducted over determining the
requirement for Zara to make appropriate changes in their marketing strategies to gain hair
growth and success in their 426 out of 30 people are in concerned with the same as per their view
it is very much important for Zara to make suitable changes in their business strategies for the
sake of attaining rate growth and success and remaining people are not in favour with the same
as per their opinion it is not that much important was added to make changes in their strategies.
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Theme 9) There are multiple measures that can be opt by Zara to enhance their brand reputation
at market place.
Q9) According to your view, what measures can be opt by Zara to enhance their
brand reputation at market place?
Frequency
Suitable marketing Training 10
Implementing Innovative marketing strategy 6
Appropriate Production and distribution strategy 7
Proper use of Social Media Contests 7
Interpretation:
The study has been executed for determining the appropriate measures that can be opted by
Zara to enhance their brand reputation at market place there for 10 out of 30 people are go with
the option of suitable marketing training as per their view it is the best option for business to gain
growth and six people are in favour of implementing innovative marketing strategies 7 people
are in favour of appropriate production and distribution strategy and left over people are go with
proper use of social media contents.
Conclusion and Recommendation
Conclusion
From the descriptive analysis of the study it has been concluded that marketing strategy
recognised to be the most important aspect of a business which plays an important role in
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assisting the overall business operations in a right direction to attend business growth and
success therefore it needs to be the major concern of a business to execute an appropriate
marketing strategy for the purpose of developing the attraction of the customers mark at market
place and increase the business performance as the whole. As per the valuation of the survey it
has also been analysed that businesses are very much concerned over implementing effective
marketing strategies to attain growth and success as the primary application of a business is to
improvise their operations to attain higher profitability and success. As per the valuation of the
project has also been identified that there are multiple challenges like downfall in business
growth reduction in profitability non authorised use of resources are the key challenges that are
mainly faces by businesses due to in appropriate execution of marketing strategies so it is very
much concerned for a business or its management to implement effective business strategies to
attain growth and success.
Recommendation
In the present investigation report the study has been executed over analysing the
potential impact of marketing strategies over the growth and success of business therefore it has
been suggested that it is very much required for a business to implement effective marketing
strategies to to increase awareness about the business or its operations. Zara is operated at a
global level and it has also been recommended to Zara that company should implement and
appropriate marketing tool or strategy in the manner of better execution of business operations
that are significant to opt more benefits and growth. as per the analysis of the report it has also
been seen that there are multiple measures like appropriate marketing training, experienced staff
in management, proper implementation of innovative marketing strategy, appropriate production
and distribution strategy and proper use of social media contents therefore it is significant for a
business to implement their operations in the direction to achieve growth and success.
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References
Books and Journals
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development.
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Zeriti, A., 2013. Resources and capabilities
as drivers of hotel environmental marketing strategy: Implications for competitive
advantage and performance. Tourism Management, 35, pp.94-110.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on
business and marketing strategy implementation. Industrial Marketing
Management, 69, pp.62-73.
Lam, W. and Harker, M.J., 2015. Marketing and entrepreneurship: An integrated view from the
entrepreneur’s perspective. International Small Business Journal, 33(3), pp.321-348.
Toledo-López, A., Díaz-Pichardo, R., Jiménez-Castañeda, J.C. and Sánchez-Medina, P.S., 2012.
Defining success in subsistence businesses. Journal of Business Research, 65(12),
pp.1658-1664.
Firnkorn, J. and Müller, M., 2012. Selling mobility instead of cars: new business strategies of
automakers and the impact on private vehicle holding. Business Strategy and the
environment, 21(4), pp.264-280.
Crittenden, V.L., Crittenden, W.F., Ferrell, L.K., Ferrell, O.C. and Pinney, C.C., 2011. Market-
oriented sustainability: a conceptual framework and propositions. Journal of the
Academy of Marketing Science, 39(1), pp.71-85.
Ward, K., 2012. Strategic management accounting. Routledge.
Roll, M., 2015. Asian brand strategy. In Asian Brand Strategy (Revised and Updated) (pp. 107-
140). Palgrave Macmillan, London.
Yeshin, T., 2012. Integrated marketing communications. Routledge.
Bamiatzi, V.C. and Kirchmaier, T., 2014. Strategies for superior performance under adverse
conditions: A focus on small and medium-sized high-growth firms. International
Small Business Journal, 32(3), pp.259-284.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Davis, J.A., 2012. Measuring marketing: 110+ key metrics every marketer needs. John Wiley &
Sons.
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Appendix
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Do you have an appropriate understanding in relation to the concept of marketing strategies
in the context of business?
Yes
No
Q2) As per your view, suitable implementation is essential for a business to gain growth and
success?
Yes
No
Q3) From your perspective, what are the major factors that hinders a business to execute suitable
marketing strategies?
Lack of Resources
Increasing visibility and generating quality leads
Generating Traffic and Leads
Hiring Top Talent.
Q4) According to your view, what challenges are mainly faces by Zara due to inappropriate
implementation of marketing strategy?
Demonstrating marketing's value
Lack of fundamental marketing knowledge
Downfall in business growth
Uncertainty about future growth
Q5) According to you, which kind of influence does marketing strategies have over the
operations and progression of the business?
Positive
Negative
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Neutral
Q6) As per your opinion, what are the key factors that mainly influences the success of business
at market place?
Strategic and tactic plan
Powerful decision
Great marketing and customer service
Effective business communications
Q7) According to you, what benefits are gained by a business through effective implementation
of marketing strategy?
Increase in business performance
Developing brand reputation
Increase in market share
Wider customer base
Q8) As per your view, is it required for Zara to make appropriate changes in their market
strategies to attain higher growth and success?
Yes
No
Q9) According to your view, what measures can be opt by Zara to enhance their brand reputation
at market place?
Suitable marketing Training
Implementing Innovative marketing strategy
Appropriate Production and distribution strategy
Proper use of Social Media Contests
Q10) Provide appropriate recommendation to improvise the operations and progression of the
business at market place.
19