Key Roles and Responsibilities of Marketing Function - pdf
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10/17/2018MARKETINGZARA
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3REFERENCE...................................................................................................................................3LO1..................................................................................................................................................31. Key roles and responsibilities of marketing function relating to wider organisationalcontext....................................................................................................................................3REFERENCES................................................................................................................................52. Roles and responsibilities of marketing in context of marketing environment..................5REFERENCES................................................................................................................................73. Analysing significance of interrelationships of marketing and other functional units oforganisation............................................................................................................................7REFERENCES................................................................................................................................74. Critical analysis of key elements of marketing function and interrelation with otherfunctional units.......................................................................................................................8REFERENCES................................................................................................................................8LO2..................................................................................................................................................81. Comparing ways with help of marketing mix to marketing planning process to achievebusiness objectives.................................................................................................................8REFERENCES..............................................................................................................................102. Evaluating different tactics applied by organisations.......................................................11REFERENCES..............................................................................................................................11LO3................................................................................................................................................111. Producing end evaluating basic Marketing Plan for organisation....................................11REFERENCES..............................................................................................................................122. Producing coherent evidence-based marketing plan for organisation..............................12REFERENCES..............................................................................................................................13CONCLUSION..............................................................................................................................132
INTRODUCTIONThe term marketing refers to the activity and set of process of creating, acting, anddelivering by exchanging goods and services that has a worth to customers and societies(Armstrong and et.al., 2015). Thus, in following report Zara has been taken into consideration. Itis a fast fashion retailer based of cloths and accessories and is a main brand of Inditex Group. In following report, roles and responsibilities of marketing with marketing environmenthas been discussed. Furthermore, comparison between Zara and H&M is done with help ofmarketing mix. This reports also highlights on various marketing plans adopted by Zara. LO11. Key roles and responsibilities of marketing function relating to wider organisational context.The main aim of marketing is to maximize the satisfaction of customers’ needs by way ofexchanging goods and services between producers and consumers (Chan and et.al., 2018). It alsoaims in identifying consumer needs and satisfy those requirements. There are various stepsinvolved in marketing process as are-1.Analysis of opportunities in market- Zara has to analyse market that is to be targeted.They should focus on opportunities that would be beneficial for them (Fozer, D. and et.al.,2017). 2.Selection of target market- In this step, target customers are selected. Zara cannot fulfilneeds and wants of entire market, so they must divide into different segments and chooseprofitable segment.3.Development of marketing mix- After setting a strategy by Tesco, they have to initiateplanning.4.Marketing efforts management- This is the action period where for target market suitablemarketing mix is set.Thus, key roles and responsibilities of marketing functions of Zara are discussed as follows-1.Pricing- Pricing plays a vital role in order to determine success and profitability of Zara.If the company has products having many competitors then it will have to face strongprice competition (Senguo and Kilango, 2015). If Zara set a higher price it will lackgetting customers so they have to lower price. In order to have a confidence about settingcorrect price, the selected company has to go few trial runs.3
2.Marketing Information Management- It involves understanding targeted customer’sneeds, interests and wants. Zara has to collects all detailed information about customers’requirements which will be helpful for future references. Further, this will help citedcompany to produce products as per trends and requirements in market that leads inachieving high profitability.Illustration 1: 7 Marketing Functions(Source: The 7 Functions, 2015)3.Selling- Function of selling includes retailers, wholesalers, owners of shop, producers,distributors etc. Selling depends on requirement of a product in market by consumers.Thus, Zara has to understand various customers and sell its product so that customerswants has been satisfied that later leads in increasing profitability.4.Distribution- Planning of distributing goods becomes very difficult task for Zara becauseit has to understand target customers well (Fill and Turnbull, 2016). Thus, to attractcustomer, quoted company has to distribute products in various areas that includes varietyof customers.5.Promotion- Promotion helps in increasing awareness of a brand between individuals. Zarahas to involve highly innovative strategies of advertising that might range from printmedia to telemarketing (Shabanova and et.al., 2015). Thus, promotions of a particularbrand can be done by billboards and hoardings so that customers get attracted towards thecreativity or products.4
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