Strategic Planning for a Global Competitive Market

The assignment content discusses the activities performed by employees to provide quality products and services to customers, while also highlighting the financial stability of the company, which enables it to open more stores globally. To maintain its market position, the company must use appropriate tools and techniques to understand its marketing mix and regularly revise its market plan. The summary aims to manage all these activities effectively.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function........................................................3
P2 Roles and responsibilities of marketing is relating with Zara company...........................5
M1...........................................................................................................................................7
TASK 2............................................................................................................................................7
P3 Marketing mix of Zara in achieving the business objectives............................................7
M2...........................................................................................................................................9
TASK 3............................................................................................................................................9
P4 Basic marketing plan.........................................................................................................9
M3.........................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is significant in every organisation which help the large even small
companies to target the customers and to maximise the profits. Marketing is most misunderstood
discipline in today management. It is also a core business process where it helps the organisation
to maintain sturdy relationship with the customers. For using the marketing concept it is essential
for the organisation first to understood the this meaning and through this identify the needs of
customers (Bivins, 2013). It is the responsibility of marketing manager as well as whole
organisation to properly identify the needs of customers because there needs and preferences are
changing from time to time. The present report is based on Zara company which is largest
retailer company in world. It deals in business of clothes and accessories. This company has
opened its numerous stores in all over the world. Here the roles and responsibilities of managers
and marketing department has been explained in which the organisation can target the customers.
Further the marketing mix of the company has been discussed.
TASK 1
P1 Key roles and responsibilities of marketing function
In Zara marketing department plays a vital role as well as it also promotes the brand
name of the organisation. Marketing department has to reach out to customers, investors or
community to create the overreaching image to represent the company in positive way. As they
are having overall responsibility of the organisation in increasing the profitability, market share
so that it will contribute in the growth of the company. The manager has executives
responsibilities in regards to the advertisement or publication of any post. The employees and
staff has to make coordination with the marketing department manager in order to satisfy the
needs of customers and to provide quality of services (Campbell and Martin, 2015). In Zara,
marketing department has to create the materials which will describe and promotes the core
products of the organisation. They should be update with the products and services which has
been provided by the company. The roles and responsibilities of marketing with other
departments are very different. In marketing, the manager has to proper conduct the market
research in which they can provide the products accordingly. Some of the key roles and
responsibilities of marketing department are that the funds should be utilise in appropriate
manner in which they can conduct the proper market research. In organisation firstly they have to

manage and maintain the activities which are performing by the employees and make the strong
communication with them. They are responsible for selecting and managing the vendors and
agencies to provide them proper materials and support in marketing. These may include print
vendors, web providers etc. Here are some roles and responsibilities of manager has been
explained in marketing department which helps the company to target the customers and increase
the profit.
Strategy – In this the marketing manager has to set the proper strategies for the growth
and assesses the competition in market. It is the responsibility of the marketing department to
make the overall strategies for the organisation so that objectives can be fulfilled in time period.
While making the strategy properly they can increase the market shares or can be enter into new
market sector etc. The manager has to make different strategies which can be applied in difficult
situations (Desselle, Zgarrick and Alston, 2016). The strategies should also consider the price of
products and services so that they can easily target the customers.
Product marketing – This is essential function of marketing. Through this Zara can
launch the new and unique cloths & accessories to attract the large number of customers. It will
help the organisation to retain in market for a long period of time. The manager has to provide
new clothes and accessories according to the requirements of customers. The employees who are
working in this department, it is the responsibility of managers to provide proper training and
development programme to make the new and unique cloths.
Advertisement – This is the most essential suction of marketing department in order to
promote the brand image of company in different sectors. The managers have to use different
techniques so that they can sale the unique cloths. In advertisement, there are many tools and
techniques which can be used by the managers to promote the brand name of the company. Is the
responsible to give the relevant information about the products to customers.
Events – The marketing manager has to proper conduct the events such as seminars,
conferences to increase the brand awareness of the company. Through this they can easily
promote the brand name of company. The managers have to maintain the external and internal
events for customers and employees so that it will keep them happy. Through this they also
measure the success of the organisation in global competitive market.
Sales support - The manager has also to coordinate with sales department. So that they
can set the prices of products in appropriate manner. While doing this, it will also improve the

sales performance of company and will provide high quality of products to customers. The
manager of marketing department prepares the presentation for the sales team to maintain the
stock of material which is supplied by other organisation (Dibb and Simkin, 2013). If both the
department is not working together then both areas will face obstacles to target their customers.
Through this they will also not satisfy the needs of customers and cannot be retain in market for
a long period of time.
P2 Roles and responsibilities of marketing is relating with Zara company
In Zara, the managers have to manage all the activities which are performing by the
employees in order to hit their targets in time period. Manager has to provide proper training and
development programmes to new and existing employees to provide quality of services to
customers. It is the responsibility of manager to increase the profitability of organisation and to
identify the needs and requirements of customers. In marketing department, the roles and
responsibilities of marketing manager is that they have to make proper coordination with other
departments so that they can fulfil their objectives in proper manner. It is also their
responsibilities to regular communicate with the customers in order to identify wants and desires.
Through this they can resolve their pitfalls which are facing by customers in order to satisfy the
needs. In global competitive market they have to perform their roles and responsibilities in
appropriate manner so that they can guide and motivate the employees (Draelos, 2010). Through
this, they can satisfy and attract the customers in terms of services. Following are some roles and
responsibilities which has to properly perform.
Communication – The manager of Zara has to regular communicate with other
departments to increase the sales of the products. They also have to do proper communication
with customers so through that they can easily find out their problems regarding the products and
services. The communication process with customers should be easy so that everybody can
easily communicate with them. The manager has also to plan and develop the campaigns which
will help them to promote the products and services. The managers have to used appropriate
tools and techniques so that they provide the relevant information to customers. While
advertising the products the manager has to be done on the basis of budget. Through this they
will also became to know that in which sector they have to increase the brand awareness. Once
the strong communication relationship is maintained then it will easy for the company to achieve
their goals and objectives.

Market research – It is the first and important responsibility of the managers to conduct
the market research time to time. Through market research, Zara can target the customers and
helps them to identify the requirements. Along with this, the manager can also find out the
opportunities that in which area they can expand the business. In modern era, it is important to
conduct market research because the requirements of customers in terms of clothes and
accessories are changing rapidly. The manager can use many techniques and tools to conduct the
proper market research and find out their competitors also (Hauer, 2011). Through this they can
appropriate actions to overcome with these problems.
Product development – Managers has to properly perform their roles and
responsibilities when the company is launching new products to customers. The managers has to
analyse the gap between the range of products and sales so that it will give them opportunity in
fill this gap. The managers have also to improve the quality of products through providing the
proper training and development programme to employees. However, it is also a responsibility of
employees to work efficiently and use the proper materials to provide quality of products to
customers (Jackson, 2011). The managers have to provide the information regarding the
customer needs and preferences so that they find out the features or improvements to incorporate
with new products.
Overseeing outside vendors and agencies – The manager has to properly select vendors
or agencies from which they can borrow the raw materials. These vendors can be print vendors,
web providers or other agencies. Through this they can easily find out the vendors through the
world. It is also responsibility of manager that to communicate with them on regular basis that
what kind of materials they want and in what quantity it must be.
Monitoring and managing the social media – The managers has to make some
contribution in social media so that they can easily maintain the social media pages and accounts
that post has been done by the company (Jones and Rowley, 2011). Through social media they
can target the customers because there are many users who are active on the social media sites.
The role marketing department with other departments such research and development,
finance, sales and many more departments have to properly coordinate with each other in order
to fulfil the objectives of organisations. For example, the products which are introducing by
research and development department should be according to needs of customers which can
satisfy their requirements. Marketing manager is responsible to identify that how much quantity

of products can be consumed by customers a point of time. Further, marketing manager have to
use funds in such a manner which are set by finance department, through this resources can be
properly utilised.
M1
The roles and responsibilities of marketing is essential because through that they can
identify the needs of customers. The proper coordination should be there in which they can attain
the goals of company. If there is any change in customer taste and preferences, then the products
should also be there according to their needs. The manager has to also work in dynamic
environment so their objectives should be made accordingly. Role of marketing manager is
different from other departments where they have to make proper coordination with all in order
to satisfy customer needs. All departments have to also work in dynamic environment in order to
retain in market for a long period of time.
TASK 2
P3 Marketing mix of Zara in achieving the business objectives
In organisation marketing mix is that concept where the managers have to make the
proper actions and tactics in achieving the targets of company. The managers have to make the
strong relation with all so that they can set the proper marketing strategies. In Zara, it is the
responsibility of market am research development managers to identify the needs of customers to
target them. The manager has to implement the appropriate strategies so that they can hit the
targets in time period. The managers have to properly understand the concept of marketing
essentials in which they can target new customers (Lamb, Hair and McDaniel, 2011). Marketing
mix of each company will also help to manager to make proper plans in order to achieve
competitive advantage. Managers of Zara and H&M companies are responsible to analyse these
marketing plan on regular basis so that they take better decision to resolve customer problems.
The marketing mix of Zara are described as below which includes product, price, place,
promotion, people, physical evidence and process.
Pricing – The cloths and accessories which are provided by Zara is at high price. Every
customer cannot afford to use these products. The main concept of Zara is that to provide the
clothes at reasonable rate but every customer cannot afford to use these products. The managers
have to set the prices in such a manner in which they can target every customer. Generally, the

price of cloths is started from the 500 rupees and it can go to above 10000 also. The managers
have to use cost leadership strategy so that they can deliver the best quality of cloths as compare
with the competitors (Laucaster and Massingham, 2010). But the prices of products do not so
much high or low which make difficult for them to attract large number of customers in
competitive market.
Product – Zara is also known as the Coca Cola of fashion. There are numerous
customers who are crazy about this brand fashion. The cloths which are provided by this
company is in quality and it can be used for a long period of time. The managers of company
also respond quickly to the changing needs of the customers. The managers are using the unique
selling preposition which help them to intimate with the latest trends (Marketing mix of Zara,
2016). In most of the cases, new styles of cloths and accessories are available for a period of up
to four weeks. If these products are not sale from the stores, then it immediately pulled from the
stores. The size of cloths is staring from the medium size and up to XXXL size. The cloths are
available for the man, women and even children.
Promotion – Zara has unique marketing policy i.e. “Zero investment in marketing”. The
company is using the funds in opening more and more stores instead to advertise or promote the
brand name of the company (Lipsman and et. al., 2012). The manager of Zara has found the
differences matter between the customers and this differentiate from the rest of the competitors.
In promotion the managers can make strong relation with the customers through the personal and
direct selling to them. While using the different techniques the company also make strong
position in market and can beat the competitors. The most and effective techniques which are
using by the manager is to open the stores instead to waste the funds in advertisement.
Place - Zara is very unique and it is that brand which is also a vertically integrate
retailer. It means that it also designs, manufactures and distribute the products across the world.
In over 30 different countries has expand the business. It is done because the work is easily
managed by the managers. Through this they have attract the large number of customers. The
managers have to follow the appropriate strategies in which they can attract new customers.
Most of the stores are opened in shopping malls because it is easy for them to attract the number
of customers (Marshall and Johnston, 2011). While any any store in any country they considered
that the customers will easily attract towards them. So it is easy for them to maximise the profits
and increase the market share.

H&M which deals in cloths and provide variety products to customers. The marketing mix
of H&M are as follows:
Product - It is the most trusted apparel brands. This company provides range products
such as basic jumpers, t-shirts, shoes, fashion shirts and many more. The manager is focusing on
to provide quality of products as well as in reasonable rate also. The manager is launching new
product line on regular interval at reasonable price.
Place – The store of this company has been opened in approximately 25 countries. The
stores of this organisation are placed everywhere in which consumers feel convenient to
purchase the products. H&M had taken the advantage of slower economy in which they are
securing their high profile and advantageous location at reasonable price.
Price – The manager can adopt the strategy of pricing. In order to maintain the price of
products then they have to keep the products in stock. After that these products should be sale on
discount rate. Through this scheme, the volume of sales will increase and earn the large amount
of profits.
Promotion – In this the manager of H&M are taking special care of their promotional
activities. They are giving advertisement on qualitative as well as at reasonable price also.
Recently, the company has chosen the promotion technique to advertise their latest collection
through the mobile phones. In this they are offering coupons to customers. With this they will
attract more customers.
M2
The managers of every department have to work as a team in which they can achieve the
goals of organisation in appropriate manner. The research department have to provide quantity of
products in which they can satisfy the customer. The sales department has to set the price of
products as per needs of consumers in which they can buy. It is significant for Zara company to
work in team if they want to make strong position in market. The strategies which are opt by
company should be shared with all other departments so that they can work in efficient manner.
Along with this; it will also beneficial for organisation to target new customers and retain
existing consumer for a long period of time.

TASK 3
P4 Basic marketing plan
Zara is famous for fashionable, elegant and new clothing and also known for rapid or
swift trendy stylish fancy craze in the market world. Company's products are by designed by
complete group of fabricator or designer despite of doing itself. The basic objective of the
company is to achieve or produce $ 5 million from e commerce income sources. The company
basically throws the light on customer shipping and quality of delivery services to bring out the
level sustain or envisaged by the management and focus on the circumstances and abatement of
the clients or customers (McDaniel, Lamb and Hair, 2012). There are some marketing strategies
adopted by Zara or plans described as below: -
 The company augment its own style or design instead of duplication from another
company.
 There are some feedbacks and review of the company within different branches and
variety of stores and finally recommended by the company itself.
 The business of Zara related with selling and purchasing is itself in its particular store not
to vendors. All the styles for different clothes are according to latest trends in fashion and
as getting shabby discounts were provided by the company accordingly for selling.
 There are reasonable prices according to the fabric types and design so that company
manufactured at slightly low cost of production.
The company expanding its business in different parts of the world like America, Africa
and Asia to promote its brand Zara. By e commerce or we can say online shopping platform or
internet marketing the company can produce and diversified its selling business throughout the
world with different scopes and challenges. By merger and acquisition of many company Zara
becomes popular and cheering up the ideology of fame (McDaniel and Gates, 2013). It also faces
tough competition with different company's like hennas and maturities, mark and Spencer and
gap due to its innovative fashionable style of manufacturing garments and trading with e
marketing.
Since last two years it is going on multiple changes come up with developing new elegant
methods and ideas. Zara provides benefits to the customer by giving reasonable rates because
some of the dealers are selling their products at big profits. By reducing the hurdle produce in the
market by online selling methods through e commerce and by exclusive discount. By enhancing

brand value to focus on good quality products with reasonable prices (Perreault, W. D.,
McCarthy, E. J. and Cannon, 2010). To focus on the demand of the customers that what are the
different products with variety of styles and designs they need. Zara should envisaged the
business by adopting advertisement strategy to entice the customers and to provide the awareness
about the products and dealing with mannerism like simplicity, decency and loyalty. They use
internet for advertising and promotion for their products in a authenticated and best way because
it’s the fastest way off communicating with people in today's environment. Focus on providing
products at reasonable costs so that it maintains the quality of product and services at best
possible rates. The other assistance of the company is in relation with administration to decide
and take decisions related with compatibility and self-defence (Peter and Donnelly, 2011).
Products in an authenticated and best way because it’s the fastest way off communicating with
people in today's environment. The demand for sports accessories like sports shoes and sports is
bit competitive so competitive can develop different and alternative brands and innovative
methods and ideas to take away Zara's business and makes profit. The shopping purpose of
consumers is changing day by day and they search for best deal as possible that provides them
good quality and if one shop charges a higher price for the particular product they try to see the
better deal with the same product at different shop with the reasonable results and obviously go
for a cheaper price for the same product (Raj, Walters and Rashid, 2012). So this is basic idea to
deal with customers according to rates. The another reason for maintaining the trade balance is
the ecological issue of our society, many organizations were constantly struggling with this
important issue to maintain e co friendly reputation. Recession also my lead to job shortages
issues in most of Zara and by adopting these methods the company diversified its challenges.
The marketing plan of Zara has included that how they will target to customers. The
different strategies have been adopted by the manager in which they can also analyse the strength
and weaknesses of their competitors. They are using the different methods also like mobile
phones in which it will increase their promotional techniques also.
Market plan of Zara should include following things in order to gain competitive
advantage and target new customers.
Detail about current business situations – In marketing plan, employees should be clear
with that what is their current business situation. Moreover, what strategies they are adopting to
achieve their objectives in time period.

Who is target market of Zara – In this market segmentation of product should be done
properly. As this company is providing products in cloths, footwear and many more. The
manager should know about their market and needs of customers so that they can create specific
message and place to target customers.
Marketing tactics – Manager has to adopt those tools and techniques in which they can
find new customers and adopt new strategies. The strategies which are adopted by organisation
have to analyse them on regular basis which will also help them to beat their competitors.
Cost – The budget of marketing plan should be make properly. There is free marketing
strategy such as social media, search engine optimisation, joint ventures and many more which
are require time and cost both. If budget is et properly then manager will come to know about
how much funds should be utilising.
M3
The different tactics has to be utilise by the organisation in order to face all the pitfalls while
satisfying the needs of customers. The resources which has been provided by the organisation
should be used in specific manner so that they can achieve broader goals of organisation. In
dynamic environment the strategies should be made properly. The tactics which are using by
organisation such as use of social media sites and many more techniques, manager should be up
to date with all these things. Along with this they have to also analyse these strategies so that
they can fulfil the purpose of customers and achieve organisational goals.
CONCLUSION
It has been concluded from the above report that the managers have to properly perform
their roles and responsibilities in organisation as well as outside so that they can attract large
number of customers. Is is also their responsibility to manage all the activities which are
performing by the employees in order to provide the quality of products and services to
customers. Further, the financial position of the company is good so that they can open more
stores across the world and beat their competitors in global competitive market. The managers
have to use appropriate tools and techniques so that they can properly understand the marketing
mix to retain in market for a long period of time. In last, they have to revise their market plan on
regular basis so that they maintain the strong position in market.

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