Marketing Essentials Zara

This essay explores the importance of marketing in Zara's success, analyzing the role of marketing in the organization, the relationship between marketing and other functions, and the key elements of the marketing function. It also compares Zara's marketing strategies to those of H&M and provides a detailed marketing plan for Zara, including its aims, objectives, SWOT analysis, and sales forecasting.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
A Role and responsibilities of marketing in Zara...................................................................3
B Role of marketing in marketing environment.....................................................................4
C Relationship between marketing and organisation functions............................................4
D Key elements of marketing function..................................................................................5
LO 2.................................................................................................................................................6
1) Comparison between Zara and H&M ...............................................................................6
2) Business objective and aim of Zara.................................................................................10
LO 3...............................................................................................................................................10
1) Marketing plan ................................................................................................................10
2) details about marketing plan of Zara................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is one of the best thing which generate profit in organisation. It is very
essential for business growth, marketing means promoting, creating and supply products and
services to people's and other businesses. In business world each companies used marketing
function to increase its growth and success (Benson, 2014). Selling or buying goods is the part of
marketing activity, which impact on all over the management structure of business. In this
process there are many people's who are connected through its contribution in making decision
about the promotion activity in business services. It is another way to build strong relationship
with customers and other people in economy. Zara is one of the most famous latests trend cloth
designer company in the world. They make clothes for men, women, kids according to its
preference and requirements, it is a huge brand. This report explains the importance of marketing
in organisation, it will also define the process of marketing mix elements which help in raising
the profitably of business.
LO 1
A Role and responsibilities of marketing in Zara
Organisations used uses marketing function to promote its services and goods in
marketplace where they can attract people's towards them. Zara supplies the latest designer
fashion outfits at reasonable price to its customers, which make them happy and satisfied to its
services. Thus, to provide good quality products to clientsclient’s company need to increase its
profit in business through marketing, it is the only way to growth businesses more than the other
organisations. Zara is a huge brand they need to give customers what they want, at a cost which
give them satisfaction. Thus, for this they used use marketing process to raise profit for the
organisation, which make them capable to fulfil the demand of clients.
Marketing function play theretheir role in various stages for making profit in Zara.
Pricing is the most important part of selling, company set price of products in right level.
Through market research they can set their services cost because this will help them to
understand more about the trends. They need to give clothes to customers within in affordable
prices which attract more people towards its business activity (Brennan, 2014). The another role
or marketing is products management, thus to grow its organisation production process more
than its competitors, Zara need to focused on goods benefits and features. They need to make
perfect clothes for women and men which make them happy because the uses of good material in

the process of making clothes. Promotion is the final stage of production activity, according to
this company promote its products through advertisement on television, templates etc. which
increase their profitably more than now.
B Role of marketing in marketing environment
Marketing department play their essential role in supporting business and promoting the
organisation services (Blattberg, and Deighton, 2016). Through this function Zara can manage its
management process perfectly and increase more profit in its business activity.
Market research help company to identify customers and their need and demands which
they want in products. Through marketing Zara can set their target, they can divide people
according to the age and gender and then made clothes according to it. Segmentation is the best
way which help firm to understand its clientsclient’s requirement and preference better. They
need to set their target customers and reach them through promotion and advertisement because
this is the effective and fastest way to connect with other people's. Analysis activity clear Zara
concept of making clothes for clients and also help them to get more knowledge about the latest
trend.
Customers satisfaction is another role of marketing. Zara need to accomplished clients'
expectation towards their services. They need to make correct clothes for people according to
their choice and preferences. Company want to design dress for clients according to its demands.
They create the right goods and delivered to the people at the correct time, this will make their
positive image in customers mind and they want to be stay connected with them for a long time.
Thus, to attract more people towards their business activity, they need to give exchange offer
which increase it'sits profitably.
Retain consumers is the way to build strong relationship between the Zara and
customers. Through this process company need to give people better offers in purchasing clothes
for men, women and kids, thus this facility is the reason that customers keep coming back to
purchase more products
C Relationship between marketing and organisation functions
Marketing is transfer of products and services form supplier and producer to the clients. It
can also be characterised as a function of Zara and set of activity for communicating, delivering
and creating goods according to the value of customers and also for managing the relationship
between both of them. It will increase more benefits for company and also for its stakeholders.

Zara is a huge company included within many departments are this department are interrelated
with marketing function.
Finance department, marketing department of Zara need to perform their work nearly
with finance department, company need to match their marketing process plan with the budget.
They need to make their strategies according to their finance capability (Cox, 2016). This
department mange the overall organisation business functions and operations within its financial
ability. Selling department need to make their plans according to allocated fund.
Production management, marketing department also need to work closer with the
operations' management section of Zara. According to this process they need to planned their
products, which give satisfaction to its present and future customers. Production is the function
of making things. Company made clothes according to the latest design or trends which attract
more customers towards them. Marketing section help the other departments by researching in
marketplace and get the information about the external environment factors.
Human resource management, marketing department help them through advertising the
post which they need to fill in Zara. HRM need more employees in company, so at that time
marketing section give advertisement on television, radio and other resources. Human resource
management are related with marketplace department through researching and developing new
goods and ideas which increase its profitability and growth.
D Key elements of marketing function
Elements of marketing function are related with other functions of organisations with the
aim of achieving business objectives and goals. Advertising is the best way to increase the
profitability of Zara. Through promotion or advertisement of their designer clothes company can
make profit (Fern, and Brown, 2017). Finance department is connected with a marketing section
because promotion activity is based on the financial conditions of company. They need to make
their plans on the bases of funds, in the process of advertisement products and services Zara
needs to invest a lot of money to make it successful. Marketing and finance both are interrelated
with each other.
Selling activity involves identify customer's needs and demands and responding by
planning and communicating about the process of distribution. This function is successfully
made through marketing. Selling make relationship between customers and producers at another
level. This will help in increasing profit in business and also to build their position higher against

to its competitors in marketplace. Marketing help customers in the process of taking decision for
what they need to buy. Selling is related with production department because through marketing
company can make their clothes according to the preference of present and future clients. They
can also make their new and innovative ideas which impact on their business growth.
Market information is also connected with company production section. Through this
information Zara make their clothes according to the latest trends in society. All the details about
market environment help company to improve their strategies or plans better than now which
help in the process of beating their competitors.
LO 2
1) Comparison between Zara and H&M
(7 Ps) Marketing mix Zara H&M
Products Zara is a fashionable brand
which made their clothes
according to the trends of
society and preferences of
customers. They made the
latest design clothes for people
which bring smile on their
faces. Through this they can
earn reputation and profit in
their business. Zara production
department focused on people
needs and demands which is
very important in the process
of making goods. They
analysanalyseis the latest
fashion trends in society and
take them quickly to its
fashion stores at in affordable
prices. They sell their products
H&M is another company who
make their clothes for men and
women. But they can
notcannot complete
customerscustomers’ needs
and demands because they are
not getting any information
about the latest fashionable
trend in society. They offer
many various designer clothes
to people but it does not work
on them. H&M only focused
on making money but Zara
focused on the preference of
customerscustomers’ needs
and demands or requirement.
They offer high quality
products to clients but does not
lower its prices, which make

which suit the local customers
and their culture or values.
negative impact on its business
function or growth.
Place Zara has expanded their
business in more than 6000
stores. At on the other side
they also used online selling
function to reached to its
customer's closer than now.
Company spread their business
activity more than the other
companies by growing its
online sales services. They
want to reach at every place
where theretheir clients can
easily buy their clothes and
other designer cloth patterns.
H&M also expand their
company services in all over
the world. They establish their
2500 stores in economy which
is less than Zara. H&M is not
as successful or popular in
market world as much as the
Zara hasis. Just to make their
image they need make their
plans to placed their business
stores in mall or other cities.
Price Basically Zara focused at
average customer which need
the latest trends clothes at
reasonable price. Company is
the fastest selling brand in
business world. They are very
flexible in their goods cost
because they also make their
clothes for the people who do
not afford good quality
products in high cost. They
offer many discounts to its
customers which attract the m
towards the Zara cloth
H&M set their products price
according to its services. They
offer customers some
discounts which is not
affordable for people. They do
not provide the best quality
goods to clients better than
Zara. H&M products price is
very high which do not attract
customers. They give high cost
goods with high profit margin
just to make money in their
business.

collection.
Promotion Zara used promotion activity
to increase their image or
position in marketplace.
Through this process they can
attract more customer towards
them. This will increase their
business profitability and
growth. Zara company want
to promote their product and
services by television,
advertisement through
templates, holdings, magazine
they need to print their clothes
design in new papers etc. Zara
used social media platform
which is the best and latest
technology to promote
business functions.
H&M also used advertisement
and promotion strategies to
promote their business
functions, but they do not
invest much fund in it. They
used some cheap tools like
templates which is made on
cheap quality materials. Zara
used new techniques to
promote their business activity
but on the other side H&M
does not invest money in the
process of marketing.
Basically they used voice
marketing function which is
lower in price and very
affordable in company budget.
Packaging Packaging is the first step
which attract customers more
than other companies. Zara
make their products packing
more attractive than now. They
run their business through
online selling function,
according to this activity they
provide customers clothes and
other things in good
packaging. This is the first
H&M make their packaging
structure in low cost budget
which are as not much as
attracted in compare to Zara.
They just used simple material
paper or bags in dull colour.

touchpoint that make company
reputation as the
customerscustomers’
expectations. expected with
them.
People People play their essential role
to run business successfully in
marketplace. Employees of
Zara support to build its
business more powerful
against to its competitors in
marketplace. Their worker's
complete their daily projects
that present a company image,
through this process they get
ensure about the profitability
and growth and also provide
their good quality products to
customers which increase their
sales of goods.
H&M made clothes for women
and kids to make them happy,
but they do not give them
proper satisfaction. They do
not make any target or divide
segmentation according to the
customerscustomer’s
preferences. Company does
not focus on its workers who
give their better performance
in making company more
successful. Zara valued their
employeesemployee’s belief
and culture as well as for their
customer's.
Physical evidence Physical evidence is visual
facet of service and goods
supply to the customers.
People will buy a goods and
services which they are
essential and have physical
evidence that dealing has taken
the place was authentic which
is reflected by a Zara receipt.
Company represent their
H&M prove their physical
evidence through placing their
products exhibition in the
society, which garb the
attention of people's, but they
do not show their talents
successful as better than Zara.

facilities in many ways that
show their physical evidence
include layouts and buildings.
2) Business objective and aim of Zara
Zara need to established their good brand image in marketplace through provide good
quality services to people. They focused on manufacturing clothes according to the
customerscustomers’ needs and demands.
 The main objectives of Zara isare to established or boost brand awareness inn market
place. Through connecting with social media company can build theretheir position in
business world better than its competitors.
 The another objective of firm is to improve their brand image against to its rival. Through
making new plans and strategies in the process of making clothes. They get information
by researching in marketplace to now the latest trends or fashion in society. They focused
on the materials and quality of goods and offer customers discounts on products which
build their positive image in society as well as in business world.
 Brand loyalty is based on trust and understanding between the customers and Zara. Thus,
as per the expectation of clientsclient’s company make their clothes according to it. It
will increase when Zara convince people that their organisation is the best and better than
any clothing companies in marketplace.
Zara used promotional tactics in their business to achieve their goals and objectives. They used
various tools like social media, marketing etc. to raise their profitability and growth. Promotion
is the best and effective way which attract customers towards their business activities. Through
this process they can grab the attention of more people and build strong relationship with them.
LO 3
1) Marketing plan
Executive Summary

In this summary covered the aim and objectives of Zara company to raise their profitability and
to achieve business success (Gummesson, 2018). It has also ailed target, segmentation and
position, in market areas. SWOT analysis of Zara for processing new goods and services. It has
covered 7p's of marketing mix plans which increase the growth of production.
Aims and Objectives
Aim:
“ To provide new and latest trends clothes and services to customers to increase profitability”
Objectives:
 To make their brand image more successful than its competitors.
 To boost brand awareness in marketplace.
 To gain profit and sales of company.
 To attract more customers towards their products and facilities.
Segmentation, Positioning, Target
Target customers in marketplace is very important for company. They need to make
segmentation according customers needs and demands which help them to provide their better
services related with it. They divide clients on the bases of their preference and requirements.
Target is essential to measure possible and commercial attraction of every segments. Zara target
groups according to the bases of their age, gender and values.
SWOT analysis
Strength: Zara make their clothes according to customer's needs and demands. They have many
stores in marketplace. They need to expand their business more by using different techniques and
strategies. Zara has make their good brand image in business world.
Weakness: on the other side they have limited selling and marketing as compared to another
companies. High competitive environment of company define low market share or high brand
substitution.

Opportunity: they are the leading brand in marketplace which they can garb more other
opportunities which increase their business profitability. According to this they can achieve more
advantages by expanding their business in many areas.
Threats: the most major threat of Zara is its competitors in marketplace. They get affair of new
entrance of company in market with some new marketing techniques.

Sales Forecasting:
YEAR SALES(£)
2016 £600000
2017 £500000
2019 £800,000.00
Access of funding:
Zara make collect their funds through taking bank loans and venture capital. Stakeholders
is another way to access fund in business.
2) Ddetails about marketing plan of Zara
Through using SWOT and 7p's in Zara company will help in increasing their profitability
and growth. Marketing plan improve company process of production better than its competitors.
Through this process Zara can understand their business activity and also grab the opportunities
which they have to be take in marketplace. All these efforts raise their profit margin and
company growth.
CONCLUSION
It has been concluded that marketing is necessary in business world, it will help company
to know its position in business world against to its competitors. Marketing play their important
role to raise the profitability margin which can make their position better or higher than other
companies. This report will discuss about the role and responsibilities of marketing, through this
process they can get the best opportunities or build stronger relationship between customers. 7P's
help in making plans which impact on business functions. Marketing plan is very essential for
company growth and success.