Marketing Essentials Report: H&M and Zara Marketing Strategies

This report examines the core concepts of marketing essentials, focusing on the roles and responsibilities within a marketing function, emphasizing strategy, market research, product development, communication, sales improvement, and event organization. It then explores the wider organizational context of marketing, highlighting the importance of marketing planning in achieving business objectives. The report delves into how marketing planning and the marketing mix contribute to business performance, and the role of marketing research in understanding customer needs. The case study compares how H&M and Zara apply the marketing mix, including product, price, place, promotion, people, physical evidence, and process, to their marketing planning to achieve their business objectives. The analysis includes how both companies utilize these elements to enhance sales, achieve customer satisfaction, and mitigate risks.

MARKETING ESSENTIALS

INTRODUCTION
Marketing essentials is a process of facing competition and define the need of customers. It can
be develop marketing decision as well as marketing programs which is define the team work of team
that is involve in an organization as well as entity. It can be determining the tools and activity which is
used in the business to promote their product. In the marketing process they have to involve product as
well as service that is define the strategies of the business to provide service to their customers to get
better satisfaction. The main purpose of marketing essential is to identify customers need and wants
which is affect the marketing process. H&M is the concept of the fashion as well as quality which is
provide the better and suitable price for our customers. The aim of this company is providing fashion
quality of their customers (Dibb, S, 2013).
TASK 1
P1 Role and responsibilities of the marketing function
In the marketing essential the role and responsibilities of it which can be increasing market
share as well as company growth. There are some roles and responsibilities of marketing function:
Strategy: - The main responsibilities marketing essential is to set the marketing strategies for the
organization. Foe the market important factor is make strategy to evaluate their process of market
which is help in satisfying customers according to their need and wants. It can be promote the
organization goals and objective which is used in achieving effectives goals in the organization.
Market Research: - In this responsibilities the organization can determine the market opportunities
and get better understanding of the customers regarding their needs and wants with the help of
marketing research. It can be including to define the strength and weakness of the competitors of
organization (McDaniel and Gates. 2013). Marketing research have to help in achieving goals which is
set by the organization regarding their particular product and it can be study of organization process.
Product development: - Market function can be determine the product which is introduce in the
market and buy the customers for their personal use. Marketing essential is help to increase
productivity and development of the product in the consumer’s mind so that they can reach their target
and achieving their goal which is already define by the company. In the marketing process they can
established the development team to provide information about the product, features of product and
improvement of new product also. That can be help to increasing the product value as well as product
brand in end users mind which is help in development of the product in the market field by the uses of
customers.
Communication: - marketing function is focus on communication skill of their employees which is
promote the product effectively and enhance value of the product as well as maintain organization
image. The responsibility of market function is include better service to their customers and informed
regarding the product is effectively (Durmaz, 2011). They can maintain design to promote product in
the market with the help of better communication. It can be include the advertisement of the product to
achieve better feedback by the end user and develop of the product image in customers mind.
Sales Improvement: - Marketing function is the best process of improving of sales with the help of
marketing tools like advertising, personal selling, promotion activity which is help to define their
product in market as well as customer’s mind that is improve in the sales and productivity. The

marketing process is help to providing services to the end user and improve sales. The process of
marketing is also prepare presentation to promote their product in market and retailor store that can
help to enhance the sale of an organization and customer’s needs.
Events: - in the organization as well as companies they can organize the event to promote product in
customers mind and they can also promote event materials they can involve displays, presentations and
handout to promote their event as well as product to get successful promotion in the market regarding
their product (Jones and Rowley. 2011).
P2 Roles and responsibilities of marketing relate to the wider organisation context
The roles and responsibility in the marketing planning process which is define the business
performance and it can be provide the flexibility to achieve their goals and objective. In the marketing
function it can be define the overall responsibility of product which is include manufacturing process
regarding the product. The main role of the marketing planning process is focus on customers need to
provide the service and good to achieving satisfaction of their service user so that the organization can
be establishing their target to achieving effectively. Marketing planning and marketing mix bath define
the strategy of the market which is define by the organization to improve their productivity and
enhance the growth of an business as well as activity which is use in market to reach the target. The
main objective of marketing planning to set operational activity to set strong function in marketing
process it can be define the positive relation between marketing and the performance of the market that
they will also enhance the productivity. They can define the obligation that is create hurdle in business
progress to resolve their problem so that they can easily implement their goal and get target to improve
productivity of the organization (Perreault, McCarthy and Cannon. 2010.).
Marketing planning process involve the marketing research to define opportunity and provide
better understanding of customers wants and provide service according the wants. Marketing research
can be define actual data to evaluate this process and it can be provide appropriate information that is
define the marketing progress. In this process the manager can define the aim of the organization and
they can provide the strategy to evaluate the process in effective to get higher productivity in their
organization. The business can define the SWOT and PESTAL analysis to achieving the goals and
objective in business it can be determine the external and internal market which can help to take
decision regarding the marketing plan and it can focus on evaluating the strategy and policy which is
help to determine the process of business to set the target of the organization. The main work of
manager is define the issue and challenge that is create hurdle in the marketing process so that the
manager can help to resolve the problem and provide successful business in market. The marketing
planning process have to determine the goals and objective of an organization and it can focus on how
to achieving in the effective manner (Perreault, McCarthy and Cannon. 2010). The marketing process
is wider process to perform well and achieving their goals and objectives.
M1
In the marketing planning process the roles and responsibilities of marketing can be evaluate the
whole marketing function of an organization. It can be provide effective growth and flexibility. These
process can be include marketing research which is focus on customers need and wants to provide the
service that is used by the service users and satisfy their need according to their needs and wants. The
marketing mix can be include the effective strategy which is increase the sale of a company in order to
achieving the effective goals and objective. They can fulfil customers need as well as desire to get

profit for the customer with the help of providing the service. The organization have to improve their
productivity with the help of effective marketing planning process.
M2
The whole case study based on how to determine the marketing planning in the organization to
develop their function and growth (William and Jerome. 2012.). In this case study they include two
company H&M and Zara which is define their process regarding their product. In the marketing
planning process which is determine the all factor that is finance, H.R, and marketing so that they can
easily move the business in the market without these factor marketing process cannot be able to achieve
goals and objective of an organization. Without finance the organization can not to move their
business. So that the main purpose of marketing planning process to provide higher growth and
satisfaction of the service user. The marketing mix also can evaluate the marketing growth with the
help of seven Ps which is effective to every business as well as organization to achieve their goals and
objectives.
TASK 2
P3 Compare the ways in which H&M and Zara apply the marketing mix to the marketing planning
process to achieve business objectives.
In the marketing process marketing planning can be implement by the marketing mix which is
included business objective that is establishment the goals and objectives. In the marketing mix the
organization include 7Ps in marketing process:
Product:-In the marketing process the first P of marketing mi is product which is determine the need of
consumers and it can fulfil their need and get higher satisfaction from the end users. It is a process that
is determine the utilization of the product as well as resources and it can be tangible and intangible and
it can involved the goods and service which is provide the by market to their customers in effective
way (Cant. 2010). In the marketing process they can define the life cycle product to shoe the growth,
maturity and decline level to the particular product.
Price:- The price of the particular product which is define by the marketing process to set the cost of
the goods as well as service. In the both companies H&M and Zara they can determine the price of
goods in marketing mix as well as marketing planning so that they can effectively achieve their goals
and objective which is define by the market to provide information to their customers and get higher
satisfaction.
Place:- In the marketing mix the place is related to the particular area where the product established by
the organization so the customers can buy it easily. It can be determine the special field to determine
and more demandable by the customers so that they can easily willing to buy the product.
Promotion:- In the marketing planning process the promotion is related to the advertisement process to
promote their product in the market. In H&M and Zara can be promote their product the market to
produce their product in front of customers so the service user can be easily attract by the advertising
process to buy their product according their own needs and wants (Hair and Wolfinarger. 2010).
People:- The marketing planning process can be define the people who is customers and individuals
with the different skills and attitude and own behaviour which is affected to the marketing process. The
people is most important part of the marketing mix to provide the service and goods to their end users.

Physical evidence:- It is include delivery of the service and visual and factory which is work by the
physical evidence.
Process:- The marketing planning process include a specific process as well as system to promoting
their product in marketing process it can be continues process to achieving their goals and objectives.
Marketing planning process involve all factors which is affect in the marketing process. H&M
Zara can be evaluated creative ideas to promote their product in the market so that the can achieve
goals and objective and provide good and service to their customers and get higher satisfaction by the
end users they can determine the goals to performing well in marketing. It can be help in utilization of
the product (Peter and Donnelly 2011). The marketing planning process can be evaluated the risk of
the organization and they can reduce risk by the set of effective strategies in the marketing regarding
the risk. The company H&M and Zara is focus on marketing mix as well as marketing process and it is
possible by the effective strategies and policy which is set by the organization.
M3
Both company H&M and Zara is use the marketing mix to achieve the objectives. It should be
determine as well as evaluate the effective strategy which is help in achieving their goals and
objectives. In the marketing process the policy and the strategies have to effective to the market so that
they can provide better services and goods to their customers to get higher satisfaction and objectives
which is set by the organization (Raj, Walters and Rashid, T., 2012). The strategies and policy build the
image of the organization and it can be based on the goals and objective to evaluate their policy in
effective manner to reach their target. Effective marketing planning process will be able to maintain
organization image as well as profile. The product of the organization is influence by the customers
demand as per their wants. They can have to pay the specific cost which is set by the product as per the
market value.
TASK 3
P4 Produce and evaluate a basic marketing plan for H&M
The marketing plan can be help to evaluating as well as determine the objectives and goals
which is important for the every organization to achieve their targets and goals. There are some factor
to implement the marketing plan:
Define the organization aim- In the marketing plan the first step is define the marketing planning and
marketing strategies and define their goals. They can provide a frame work as well as deadline to
introduce the overall business activity in the market. In the market plan the organization goals and
objectives should be specific and measurable, attainable and important is the goals is define time
specified so it can be evaluate policy to get better performance by the organization in market (Lancaster
and Massingham. 2010).
Assessing organizational resources- In the marketing plan after the deciding the organization aim
company can evaluate the strategies and policy to influencing the marketing environment and
established their goals which is define by the organization regarding the product. Resources can be
include in marketing, financing, production as well as personal to define the strength and weakness of
an organization.

Determining risk- In the marketing planning process the important step is evaluating the risk of an
organization. In an organization there are some risk factor which is affect in the marketing planning
process which are political, legal, economical, technological and social factor that is include in the
marketing (Blythe. 2012.). Effective marketing planning can help in reducing risk and well as
uncertainty in the organization.
Marketing strategy- The main process of marketing planning is define the marketing strategy which is
set in the organization to reach their target and evaluation of opportunities to develop effective market
for the H&M company. Marketing strategy can help to achieve goals and objective of the organization
with the help of establishing marketing policy, to get customers satisfaction to provide goods and
service to service users. Marketing strategy basically based on past experience of the market position so
that the organization can set their product in external market. It is basically define the business activity
in order to determine the specific market to their consumers.
Regulates the plan- The marketing planning process is determine the function of market to move in
the achieving their goals and objectives in the organization. In the every process of marketing planning
process the manager can use appropriate strategy and policy to get higher productivity as well as
profitability in their business (Pike. 2015). They can provide effective service and goods for their
customers to achieve their goals and objective which is predetermine by the organization.
M4
In the organization the marketing planning have to determine the goals and objective and it can
be define the strategy the set the target which is help to get target easily and effective manner. Effective
policy and strategy can help to enhance the performance. Marketing planning process can help to
utilization of the resources which provide by the business and it can be determine both market external
as well as internal market with the help of effective strategy (Lamb, Hair and McDaniel. 2011). Better
marketing plan can be help to change the behaviour of service user and it can help to motivate to buy
the product to in crease sale of the organization. Marketing planning process can be evaluated the tools
and techniques which is set the effective strategy that is help to set the target and objectives of an entity
to improve their image and goals.
D2
In the marketing planning process the seven Ps of the organization is improve the productivity
and it can help to achieving the objective of an organization. The seven Ps is- product, price, place,
promotion, people, physical evidence, process. These all element can be improve their productivity and
effective give strength, flexibility and take effective decision making regarding their product. It can be
define the market strategy which is used in the marketing process to develop their growth and achieve
the target (Malhotra, Birks, and Wills, 2013.). The effective marketing planning process cannot be
improve marketing plan without seven Ps that is more effective process to the market to determine the
product in market and get higher satisfaction from their service users. Marketing mix and marketing
planning have to provide customer satisfaction regarding their product and service.
CONCLUSION
In the above motioned report it has been determine that marketing essential is very important
for every organization as well as business activity which is help in improving their image as well as
productivity. In the marketing process the roles and responsibility of the market which is help in

achieving the goals and objectives of the business in long term success and it can also help in growing
as well as developing of the entity. In the marketing essential the product management, budget and
coordination of the organization which is help to providing service and goods of their service users.
The marketing planning process is determine the aims the organization and it can help to define the
higher growth and improving the performance. The important factor of marketing planning process to
increasing the market share and market growth with the help of effective marketing process. In the
organization the main duty of the manager can be define the relationship between customers and
organization to get satisfaction of service. It can be help to enhance the market share of the
organization.

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