Strategic Marketing Plan for Zara: Apparel Line Sales Growth

This report provides a comprehensive marketing plan for Zara, focusing on its clothing product line and employing the SOSTAC framework. The situational analysis includes an executive summary, vision, mission, and a SWOT analysis, highlighting Zara's strengths, weaknesses, opportunities, and threats. The plan sets objectives to increase sales by 30% and maximize profit margins by 40% within specified timeframes. The strategy utilizes the STP approach, segmenting the market demographically, psychographically, and geographically, targeting men and women aged 15-45. Tactics involve the 7 Ps of marketing: Price, Place, Product, Promotion, Physical evidence, People, and Process. Actions focus on leveraging internal and external resources to achieve organizational objectives. Control measures include monitoring changes in revenues and profits as key performance indicators. The plan aims to enhance sales, maximize profitability, and strengthen Zara's brand image through effective marketing strategies.

MAREKTING PLAN
FOR ZARA

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to the activities which are performed by an organisation in order to
promote the products and services which are offered by the business. These acts as primary
functions which are performed by the organisation in order to promote organisational products
through which they can gain high customer engagement for the organisation. Marketing plan is a
systematically planned strategy which supports organisation in generating leads and meeting
organisational targets (Aquila, 2016). Zara is a Spanish apparel company which offers variety of
fashion fashion products such as accessories, shoes, clothing, beauty products, perfumes and
swimwear. This report will define a marketing plan for Zara which will highlight their marketing
strategies which will be followed by the organisation.
TASK
For creating a marketing for Zara, the company will create a marketing plan for their
clothing product line and SOSTAC framework will be followed.
SITUATIONAL ANALYSIS
Executive summary- The report will define the marketing plan through which they can
promote the products and services of the organisation through which the organisation can
generate higher sales. The marketing plan listed in the report will define the strategies which will
be followed by the business in order to meet the organisational objectives.
Vision- To offer best quality apparels and focus on using environmental friendly raw
material.
Mission- To ensure all good and services which are offered by the company are of
premium quality and the major focus will be on brining change by using environment friendly
raw material in manufacturing the clothing product line.
SWOT analysis of Zara
STRENGTHS
 Design team- With the help of trained
designers, Zara is able to bring
innovative and trending products and
service through which they can
generate higher revenues and meet
WEAKNESS
 Fast fashion- Due to high change in
fashion trends, this creates an influence
on the sale and profitability of the
organisation as due to high change in
fashion trends, it leads to decline in the

customer demands.
 Supply chain- The company have
numerous logistics centers which
supports them in delivering the orders
on time (Berestova, 2015).
 Digitalization and online presence-
Due to digitalization and online
presence the company has faced many
benefits, the company has gained
advantage for generating higher
revenues and increase customer
engagement.
sale of the company.
 Reliance on physical stores- Due to
high reliance and dependence on the
physical stores, it creates a barrier for
the company to generate sales during
such global pandemic (Bly, 2015).
OPPORTUNITIES
 Eco-friendly initiatives- By using
environment friendly material, it will
help the organisation in creating a
strong brand image in the industry and
will also help in attracting more
customers.
THREATS
 Competition- Due to dynamic business
environment and numerous companies
operating in the same industry leads to
high competition which dived the
customer engagement and creates an
direct influence on the profitability and
sales of the business (Chernev, 2020).
OBJECTIVES
 The objective of Zara is to generate higher sales of their clothing line by 30% within 3
months of time frame.
 The company will focus on maximizing their profit margin of their clothing line by 40%
within the time period of 4 months.
STRATEGY
STP approach of Zara
Segmentation- The segmentation strategy of Zara focuses on the segmenting the target
market on the basis of demographic, psychographic and geographic segmentation of the market.
The company will focus on targeting men and women of the age 15-45 through which they can

meet the requirements of the customers. The company will majorly focus on the fashion trends,
and will open their outlets in highly populated areas which will help them in attracting huge
number of customers.
Targeting- As per the segmentation of the target market, the company will target men
and women of the age range between 15-45 and will target customers who belong to middle class
families through which they can meet the organisational objectives (Đokić, 2016). The company
will also focus on targeting customer who majorly focus on changing fashion trends.
Positioning- The company will follow democratic fashion trends. Zara follows strategy
of using low cost but focus on offering high fashion products.
TACTICS
7 P's of Zara
Price- Zara offers the products at premium prices which ensure high quality products are
offered to the customers.
Place- Zara focus on opening their stores by effective planing and at highly populated
area where they can easily get customers attention which will be an helpful strategy for attracting
high number of customer and meeting organisational targets (Eyvrigh, 2016).
Product- The company offers wide variety of products and ensure quality products for
mens, women and kids trough which they will focus on meting the demands of the segments.
Promotion- Zara use multi channel advertising trough which they promote their products
and services and focus on enhancing customer engagement through which organisational profits
can be maximized.
Physical evidence- The physical evidence of Zara is their outlet, bundling, web and the
pamphlets which are offered by the organisation through which they an ensure customer
authenticity of the offered products and services and create strong grand image in the industry
(Fotiadis, Mombeuil and Valek, 2018).
People- The company engage and collaborate with famous celebrities which helps them
in creating influence on the customer through which they can attract huge number of customer
and generate higher revenues.
Process- The company use physical proof as showcasing the price and utilizes estimating
system of giving worth based valuing approach (Girton, 2018).
ACTIONS

The company will use their internal and external resources which will help them in
achieving the organisational objectives, generate higher sales and maximise the profitability of
the organization (Kotler and Keller, 2016). Zara will focus on their internal resources such as
human resource through which they will majorly focus on enhancing the performance of their
employees and ensure effective organisational culture.
CONTROL
The change in revenues and profits will be an helpful KPI to determine the effectiveness
of the marketing plan through which they can identify the change and prfoust of the company
which has been earned by Zara with the help of their marketing plan (Wood, 2016).
CONCLUSION
From the above marketing plan, it can be summarized that marketing is an approach
which helps an organisation in promoting their products and offering through which they can
enhance their sales and generate higher income which will be helpful for maximising the
profitability of the organisation. There are various strategies which are used by the organisation
in relation to ensure the marketing plan has been effectively carried out, these techniques
involves SWOT analysis, STP approach and 7 P's of marketing.

REFERENCES
Books and Journals
Aquila, A. J., 2016. The Marketing Plan: An Audit‐Based Approach. Bull's‐Eye! The Ultimate
How‐To Marketing & Sales Guide for CPAs. pp.39-64.
Berestova, A., 2015. Marketing plan for a High-Tech Product.
Bly, R. W., 2015. The marketing plan handbook: develop big-picture marketing plans for
pennies on the dollar. Entrepreneur Press.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Đokić, I., 2016. Planning of integrated marketing communication as part of a strategic marketing
plan. Anali Ekonomskog fakulteta u Subotici. (36). pp.79-93.
Eyvrigh, G. M., 2016. A review of marketing strategies. Kuwait Chapter of the Arabian Journal
of Business and Management Review. 6(1). p.77.
Fotiadis, A., Mombeuil, C. and Valek, N. S., 2018. Designing and implementing a marketing
plan. In The Emerald Handbook of Entrepreneurship in Tourism, Travel and
Hospitality. Emerald Publishing Limited.
Girton, C., 2018. Creating a marketing plan with a marketing team of one.
Kotler, P. and Keller, K. L., 2016. A framework for marketing management (p. 352). Boston,
MA: Pearson.
Wood, M. B., 2016. The marketing plan handbook (p. 224). Pearson.