Zara Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.The role of marketing and how it interrelates with other functional units of an organisation
.....................................................................................................................................................1
P2.Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................5
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................5
TASK 3............................................................................................................................................3
Covered in to PPT.......................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is a social process by which organisations and individuals analyse the need
and wants of customers through creating and exchanging value with others. Marketing essentials
is a process of creating, promoting and delivering goods and services to customers and
businesses. This assignment is based Zara and it is a Spanish fast fashion retailer. This firm is
founded by Amancio Ortega and Rosalia Mera in 1975. It the main brand of the Inditex group
which is the world's largest apparel retailer. In this report will be discussed about the roles and
responsibilities of marketing functions, roles and responsibilities of marketing related to
organisational context or marketing environment. Further will be explained about significance of
interrelationship between marketing and other functional units of the company. The process of
market9ing mix will be defined in comparison to different ways in which they use it. A
marketing plan will also be described which contains objectives and strategies (Babin and
Zikmund, 2015).
TASK 1
P1.The role of marketing and how it interrelates with other functional units of an organisation
Marketing is an activities of a company which associated with with purchasing and
selling goods and services. It includes selling, advertising and delivering products to the
consumers. In Zara, marketing is a social and managerial process by which individual groups
obtain what they need and want through creating, offering and freely exchanging goods and
services of value with others. The nature of marketing may be suited under the below points:
Human activity- In Zara, for the business of the company, marketing can be a process or
a human activity with the help of it people satisfied their needs by human efforts. It can be a
human action which can be taken to provide satisfaction to human.
Consumer oriented- A company operate its business to satisfied human needs. In Zara,
the production department of the company manufacture products to satisfied the customers needs
and wants.
Concept of marketing- It is related to the belief that organisations must assess the needs of their
customers first and foremost (Baines, Fill and Page, 2013). Marketing concept basically related
to the needs, demands and wants of the people and it is divided in to five major concepts, they
are as following:
1

Production concept- This concept is most operation oriented than any other because it
based on the perception of the consumers which shows that they are inclined for towards the
goods and services. They think that goods are easily available at the market place in good
qualities or inexpensive price. For example, in Zara, the production department of the company
produce products according to the consumers demand or in relevant quantity (Baker and
Magnini, 2016).
Product concept- This concept based on the assumptions of the customers that they
prefer products of high quality, price and availability. It totally based on the products, its quality,
quantity and price. The consumers purchase that kind of products that have value for money.
When they are buy or purchase any product they are more conscious about price of the product
and quality of it.
Selling concept- This concept mainly focus on the sells and marketing of the product. In
Zara, the management department of the company use promotional channels to attract more
consumers and increase the sell of the products. This concept holds the idea that consumers will
not but more of the organisation's products unless it undertakes a large scale selling and
promotion effort.
Marketing concept- It is a philosophy by which the companies analyse the needs of the
customers and then they make decisions to provide satisfaction to their demands by
manufacturing goods and services according to them. In Zara, the management department of the
company do market research to identify the customers needs and develop products according
their needs.
Societal marketing concept- This concept holds that a firm should make marketing
decisions not only considering consumer's needs and wants but also focus on the society's long
term interest. In Zara, the company monitor the wants and interests of a target market and
produces those products which provide satisfaction more effectively to its targeted consumers
more than its competitors.
Current and future trends
The current marketing trend involve the digital media in the marketing. In Zara, the
management department of the company use various kind of digital technologies to operate the
business national or international level (Bastable, 2016). For example, to promote its products,
the company use digital media and various technologies such as social media, Facebook,
2