Analyzing Zara's Marketing Strategies: A Case Study

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MARKETING ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................3
LO1 (P1, P2)....................................................................................................................................4
LO2 (P3)..........................................................................................................................................9
LO3 (P4)........................................................................................................................................12
Conclusion.....................................................................................................................................18
Reference list.................................................................................................................................19
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Introduction
From the viewpoint of an organization in recent context, marketing can be described as their
most essential component as the revenue generation of any organization depends into their
marketing efforts. Different organizations take different procedures at the time of conducting
marketing. In the particular study, different ways of conducting marketing has been assessed for
enhancing the overall sales of their respective organizations. They key importance of marketing
efforts have been analysed from the perspectives of Zara that is a famous fashion retailer of
United Kingdom, which has more than ten thousand stores across the globe. Apart from this, a
basic marketing plan has also been derived in the study for introducing a new product at existing
marketplace.
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LO1 (P1, P2)
Explanation of the fundamental roles of marketing and it interrelation with other
functional units of chosen organization
P1 Explanation of the main roles and responsibilities of the marketing function
Introduction to the concept of marketing, including current and future trends
Marketing can be described as the most crucial responsibility of a management team that
requires customer identification, satisfaction and anticipation in an extensive manner. After
analyzing the opinions of a range of different authors, it can be easily described that effective
marketing efforts are the basis of sauces from the context of different organizations at certain
extension. In this section of the study, marketing activities of a fashion retail organization called
Zara has been described.
 The management of multinational organizations like Zara is responsible for their entire
marketing effort and they pose enormous marketing skills such as proper allocating of
resources, controlling and monitoring an ongoing task and many more. It assists their
organizations at being efficient at their marketing efforts (Pike, 2015).
 The key focuses of their major marketing activities are associated with identifying and
satisfying the basic need of their entire consumer base.
 The anticipation and target a primary marketplace before conducting the actual
marketing method.
 Marketing generally assists different organizations like Zara at proving some extra value
towards their consumer upon purchase certain things, which assists them at attracting
consumer base while maintaining cost effectiveness.
In recent context, the entire concept regarding marketing has been evolved at greater extension
and the primary focus of marketing is mainly on aspects like product, production and selling
(Blythe and Martin, 2019). The concept of marketing has been introduced at the era of
aggressive sales. However, organizations like Zara are maintaining ethics and sustainability at
the time of conducting marketing.
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In recent scenarios, the overall trend of marketing is entirely based into the overall wellbeing of
an entire society at certain extension (Malhotra, 2015). In addition to that, after further
assessment it can be illustrated that Zara is currently conducting such a marketing process that
not only influence consumers but also their competitors and suppliers base.
An overview of the different marketing processes
Different functional department belonging from Zara are closely associated with their marketing
department. Therefore, these departments need to make interaction with the marketing
department in order to be effective and efficient at their respective functionality. In order to
produce a perfect marketing strategy, different functions of Zara make a balanced situation
between themselves (Campbell et al., 2018). Continuous market analysis can also be described
as one of the key aspects that are closely associated with marketing process of Zara at certain
extension. The perfect balance between different organizational functions of Zara assists them at
manufacturing a perfect market plan for their entire consumer, stakeholder and competitor base.
Additionally, the continuous marketing process of Zara can be very beneficial for that
organization at raising their overall organizational value at certain extension. Zara is
continuously trying to be effective and efficient at their marketing effort since they are trying to
capture a bigger market place at certain extension. Through the help of effective marketing
effort, it can be described that Zara can increase their consumer satisfaction rate at certain
extension (Zgarrick et al., 2016). The flow of information that can be derived through the help of
consumers can be very helpful for organizations like Zara to increase their overall competitive
advantage at certain extension. The overall marketing activities of Zara can also be increased
radically through the help analysing the overall consumer base. In addition to that, they can also
analyse the current needs of their entire consumer base through the help of conducting marketing
mix at certain extension.
The marketing process of Zara can be very helpful at enhancing their overall revenue
generation. Marketing mix can easily be described as a very effective tool for analysing the
overall acceptability of a gen market sector at certain extension. Additionally, strategic planning
for introducing a new product or service at existing market place can also be done trough the
effective usage of marketing mix (Larson and Draper, 2015). Consequently, it can be easily
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described that the entire role of process and marketing entirely depends into the nature of
existing consumer base. Both B2B and B2C organizations need to make different marketing
strategies as the nature of their consumers and the nature of their market place might differ from
each other at certain extension.
Role and responsibilities of a marketing manager in the context of the organization
The marketing manager belonging from Zara has to perform a range of different responsibilities
in order to remain relevant at their job role and responsibility. One of the most important
responsibilities of managers belonging from Zara is to maintain effective and string relationship
with their entire consumer base so that the entire organization can get effective outcomes from
their overall activities (Pike, 2016). The exact roles and responsibilities of marketing manager
from the perspective of Zara have been described below:
Development of brand
It is essential for the marketing manager of Zara to assess the current position of their extensive
brand so that they can get access of a larger of a larger consumer pool without paying much
amount. Brand development can also be beneficial for the organization at mesmerizing their
overall consumer satisfaction at certain extension (Baker and Saren, 2016). In addition to that,
different marketing plan can be assumed through the marketing manager of that specific
organization. They need to conduct marketing plan on annual basis for being more effective and
efficient.
Intelligence competitiveness
It falls under the responsibility of the marketing manager belonging from Zara to perform
effective researches before gathering extensive data regarding the sales performance and buying
behaviour of their entire consumer base so that they can change the economical aspect of their
overall organization (Hair et al., 2015). Effective decisions it the key of marketing effort
improvement at a far bigger and greater extension.
Effective public relation
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The marketing manager needs to conduct and show proficiency alongside with different PR
agencies for making innovative marketing campaigns at certain extension (Baker and Magnini,
2016). Additionally, they also try to conduct different events and promotional activities so that
they can always maintain a good relationship with their entire consumer base at certain
extension.
P2 Explanation on the roles and responsibilities of marketing related with wider
organizational context
In context to famous organizations like Zara, their marketing department can be described as
their main face as they try to execute and produce different materials and goods that are essential
for their overall market expansion. In addition to that, they need to uphold an overreaching
image in front of their entire consumer base so that they can positively retain the name of their
brand. The positive brand image of Zara also assists that organization at capturing a bigger
market share even in conditional circumstances. Various departments of that organizations such
as finance department, marketing department, sales department and many others also has close
link up with the marketing department as creating a balance between these departments is the
key of getting success after conducting marketing effort.
The Human Resource Management
The HRM department of Zara has to conduct work alongside with their marketing department so
that they can monitor the productivity and affectivity of an entire consumer base. The key
purpose of HRM department from the perspective of Zara is to recruit, train and retain a certain
employment base so that they can make effective marketing moves. The key aids of HRM
department in context to Zara have been described below:
 To meet up with the current need of production
 To make research and development at new and existing product base
 To motivate further the entire marketing team for moving up their efficiency and
affectivity
The Production Department
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The marketing department of that organization is also closely linked with the marketing
department of their organization, as the reduction department needs to align their tasks with the
marketing department for moving up efficiency and affectivity of the entire organization at
certain extension. This particular department conducts work with the operation and marketing
mangers in order to conduct following activities
 To execute development and research planning for satisfying the need of exiting
consumer base
 TO evaluate the fact that Zara only reproduce such products that has been required by
their entire consumer base
Value and importance of the marketing role in the context of the organization
From the perspective of internationally famous organizations like Zara, effective marketing can
be described as the key of their success as it assist them at attracting a larger consumer base,
which ultimately results into increased productivity and profitability. Zara can get a range of
different competitive advantage through conducting effective marketing plans. They can
consider promotional strategies in order to do so (Purvis, 2015). Additionally, the overall
reputation of Zara might also be increased through the help of their marketing activities. Lastly,
it can also be helpful for them at frosting a healthy competition among their employment base so
that they can satisfy the basic need of their consumer base.
Significance of having effective interrelationships between different functional departments
It is very important for the marketing manager belonging from Zara to make effective relations
with their different functional units for the betterment of their overall organization as a whole. It
can also assist them at not only getting consumer trust, but also at getting stakeholder trust.
Additionally, they can also decrease the chance of confliction from their entire organization
through the help of making interrelationship.
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LO2 (P3)
Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
The key task of the marketing manager belonging from Zara is to make anticipation and
identification of the basic needs and wants of their entire consumer base so that they can satisfy
these needs at certain extension. In addition to that, they also need to satisfy their consumer base
while considering the basic aims and objectives of that organization. Marketing mix can be
described as such an optimal tool that can be very beneficial at minimizing those risks that are
associated with different marketing efforts. In this section of the study, marketing mix of Zara is
going to be compared with the marketing mix of Sainsbury for moving the affectivity of this
entire marketing mix.
Product- It is the key of any marketing mix and marketing plan since every strategy has evolved
around this component of the marketing mix at certain extension. Zara mainly offers a range of
different product segment for their entire consumer base, which ultimately assists these
consumers at choosing products from a variety of different pools. Different components of
fashion retail can be described as the main product of Zara. Different stores of this organization
sell different products at certain extension.
On the other hand, from different instances and studies it has been come to know the fact that
Sainsbury has a product line of almost 30 thousand different verities. Almost twenty percent of
their products have been reproduced at home and it includes a wide range of clothing, foods,
home decor and different things like that. Both of these originations are leading industries at the
market sector of United Kingdom and they have recognized as the top brands (Scarborough,
2016). However, Sainsbury has more market share than Zara. Additionally, it is essential for both
of these organizations to make innovation at their process so that they can capture a variety of
different consumers at certain extension.
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Price- in Zara, they mainly follow the pricing strategy of cost leadership so that they can provide
quality goods at any possible circumstances. They minting the quality of their overall product
range while consider low cost overall. On the same contrary, Sainsbury generally follow
competitive pricing strategies for being relevant at the competitive marketplace. They provide
discounts and offers at the price of their products so that they can attract a larger consumer base.
Place- Zara has more than 10 thousand stores and all of these stores are located all around the
world. On the other hand, Sainsbury has almost 2300 stores at the entire globe. In addition to
that, Zara has different stores for different products, as it is entirely impossible for a consumer
of Zara to get access of their entire product range at every shop (Morgan, 2016). On the other
hand, Sainsbury mainly has three different kinds of stores such as supermarkets, convenience
stores and Argos store for attracting a range of different consumers at certain extension.
Promotion- It has been observed from several different instances that both of these organizations
follow similar marketing activities for attracting their entire consumer base. In addition to that,
Zara as their promotional strategy, which has not been used radically through Sainsbury, has
used loyalty program. Both of these organizations conduct contemporary methods of conducting
marketing and new methods of marketing for reaching towards a broader consumer base.
People- Zara has a large employment base, which assists them at capturing a greater and more
extensive market place. In addition to that, the effective and efficient employment base can be
described as the key reason behind the continuously increasing success rate of organizations like
Zara and Sainsbury at certain extension (Rudden, 2016). Promotional opportunities can also
motivate the entire workforce of Zara and Sainsbury, which ultimately assists them at getting
success at their respective competitive marketplace.
Physical evidence- Almost every single store belonging from Zara maintains similar placement
and layouts so that their consumer base can radically find the things they need at the store of
Zara. It removes confusions from the mindset of entire consumer base. However, both
organizations have some dedicated section for conducting different things like e-commerce at
certain extension.
Process- Both of these organizations mainly conduct some convenient process of shopping in
addition with online shopping. In recent context, it has been observed those consumers are being
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more used to with online shopping (Puddle, 2015). Therefore, it is essential for organizations like
Zara and Sainsbury to consider both online and offline shopping process with same
determination.
Traditional efforts of marketing mix mainly comprises of four different elements, however in
recent studies more elements has been added for rising and evaluating the service components at
certain extension. The key process of marketing is adhering of planning, analysis, control and
implementation.
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LO3 (P4)
Development and evaluation of a basic marketing plan
P4 Production and evaluate a basic marketing plan for an organization
Definition of marketing plan
As per the consideration of (), marketing plan is considered as a type of report made to outline
effective marketing strategies in upcoming year. It builds a confidence among the employees and
influences an entire organization to perform better to meet their sales target. Effective marketing
plan promotes business growth. In simple words, it assists to analyse the exhaustive business
operations as well as make the strategies accordingly for future development.
Business plan
The main business plan is that the company has decided to launch “Ready to wear spring-
summer fashion clothes” with verity of colour options such as pressed rose, sweet lilac, living
coral, mango monitor, turmeric, aspen gold, toffee, silver, fiesta, eclipse, sweet corn, creamy
tan, princess blue, jester red and powdery ballet pink. The company has decided to use the best
quality fabric and all the procedures to make the cloth lightweight, flexible and comfortable.
Marketing plan objectives
 To increase the sales revenue by at least 20%
 To engage at least 30% more target customers
 To provide customers, a rich experience of summer clothing
Target market of the company
Zara is a fashion brand and mostly youths are their target customers. The company has great
popularity among students and youths so that the company has decided to select customers of
age group between 18-25 years.
Price rate of the product
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