Zara's Marketing Growth Strategies: An In-depth Analysis and Report

This report delves into the marketing growth strategies of Zara, a prominent retail fashion outlet. It begins by outlining the key roles and responsibilities of a marketing manager, emphasizing the importance of understanding customer needs, tracking trends, and fostering innovation. The report then analyzes these roles within the dynamic marketing environment, focusing on developing effective marketing strategies, conducting market research, and building brand equity. The interrelationship between the marketing department and other functional units like operations, finance, and human resources is examined, highlighting their significance for Zara's success. The report also includes a critical evaluation of key elements within the marketing function. Furthermore, the application of the marketing mix (7 Ps) is explored, comparing Zara's approach to that of O2, and evaluating different tactics used by the organization. The report concludes with an evaluation of a basic marketing plan, culminating in a detailed, evidence-based marketing plan that summarizes the 7 Ps of marketing. Finally, the report emphasizes the importance of innovation and customer satisfaction in achieving overall business objectives.

Marketing Growth Strategies
Of Zara

Table of Contents
INTRODUCTION...........................................................................................................................1
LO.1 ................................................................................................................................................1
A.)Key Roles And Responsibilities Of Marketing Function......................................................1
B.) Analysing The Roles And Responsibilities In Context Of Marketing Environment............2
C.) Significance Of Interrelationship Between Marketing And Other Functional Units............3
D.) Critical Evaluation Of Key Elements Of Marketing Function.............................................3
LO 2.................................................................................................................................................4
1.) Application Of Marketing Mix..............................................................................................4
2.) Different Tactics Used By Organisations..............................................................................6
LO 3.................................................................................................................................................6
1.) Evaluation Of Basic Marketing Plan For Business...............................................................6
2.) Detailed Coherent Evidence Based Marketing Plan..............................................................7
3.) Seven P's Of Marketing........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the action or business of promoting as well as selling products or services
including market research and advertising. Market growth strategies are market penetration,
market development, product development and diversification. The project report focus on the
marketing growth strategies of an organisation which is ZARA - A retail fashion outlet (Pike,
2015). Here, assignment focuses on the marketing strategies that are adopted by ZARA to set a
benchmark in front of its competitors in the respect of trending fashion brands. First of all, this
report is giving its complete focus in the respect of key roles and responsibilities that are
shouldered by the marketing manager and also the interrelationship of the marketing department
with other functional units of ZARA. Further, the report lays its emphasis on the seven P's of
marketing mix. Finally, the report concludes by summarizing the seven P's with the motive of
achieving its overall objective. Evaluation of different tactics is being done that are applied by
the organisation for the achievement of business objective.
LO.1
A) Key Roles and Responsibilities Of Marketing Function
A marketing manager is having various roles and responsibilities to be performed in an
organisation. Although it's a wider term and it begins along with the generation of idea of
creating any product with the motive of satisfying the needs of customer (Smith and Wong,
2016). There are various roles and responsibilities that are required to be shouldered by the
marketing personnel by performing different functions in order to cater the needs of consumer.
Following are the roles and responsibilities of a marketing function (Brady, 2014). Listening to The Needs of Customer: - It's the duty of marketing personnel or the marketing
department to satisfy the needs of customer in all respects and that too very carefully. If
the respected department gets fail to cater to the needs of its customers then there are
chances that it might have to quit from the competitive market (Kent and et.al., 2018).
The respective department is required to follow some strategies and plans with the motive
of receiving the valuable feedback of customers. Tracking The Trends and Monitoring Of Competition: - It's the duty of marketing person
to keep an eye on the trends and monitor the competition very carefully and to become
adept and nimble and also setting the strategies in a very rational manner. It’s very
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necessary for the marketing personnel to monitor the skills of the competitor in the
competitive market (Kent and et.al., 2018). The marketing personnel should make such
products and start doing research in the competitive market, by the score of trends keep
on changing very rapidly and consumers accept the change as per their comfort (Mišič
and Podnar, 2017).
 Innovate: - Innovation is the need of market. Companies can do innovation in packaging
of product; in terms of pricing by adopting new pricing techniques; new ways of
promoting their products; new selling techniques. Marketing is such a function, in which
innovation is mandatory in some way or the other (Mišič and Podnar, 2017). Marketing
personnel should use innovation techniques as per the mindset of customer by applying
the marketing techniques in making the product or offering the services to the customer
with motive of satisfying customer requirements (Baker and Saren, 2016).
Now, ZARA is completely a fast-fashion company in which, the marketing personnel’s
are shouldering their complete responsibilities and performing their roles by putting their efforts
in listening and identifying the needs of consumers (Baker and Saren, 2016).
B.) Analysing The Roles and Responsibilities In Context Of Marketing Environment
A marketing manager has to perform various roles and responsibilities with the
perspective of dynamic and ever changing marketing environment. Developing Marketing Strategies And Plans:- A marketing personnel has to frame
marketing strategies and plans with the motive of setting a benchmark before its
competitors and to occupy the largest market share. Doing strategic planning is a
managerial process by developing and maintaining the organisations objectives and skills
and resources (Rezaei, Wee and Valaei, 2017). Marketing Research:- After doing market research only, an organisation is able to know
what is the scope of its products in the market. Whether, it would be profitable for a firm
to launch its products in the market with the motive of competing with other competitors.
In this case other than doing the monitoring of market, a manager is required to have
specific knowledge in respect of company and its products (Brady, 2014).
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 Brand Equity:- It can be defined as something which is related to adding of value in the
products and services of company. In ZARA, the marketing personnel is focussing on
maintaining the brand equity or brand value of company's products. Brand is like a trust
of customers on the products and services of company.
The marketing personnel of ZARA are an asset for the organisation and are utilizing their
full potential and talent as a tool for fighting against the competitive market.
C.) Significance Of Interrelationship Between Marketing And Other Functional Units
For ZARA, performing of marketing function is very important. Interrelationship, of
marketing function with other department plays a very crucial role. In ZARA, there, are three
departments namely:- Operations; Finance And Human Resource Department (Smith and Wong,
2016). Operations Department:- Marketing Department has to maintain very close relationship
with this department. Until and unless marketing department will not perform any
research operations, then, the operations department will also not be able to do the
production of those products that have the capacity to satisfy the needs of customer
(Smith and Wong, 2016). The item that is manufactured in respect of quality and design
is in accordance with the needs and the specifications given by the customer. Finance Department:- It is like the most crucial department of any organisation. It works
as the blood flow in any organisation. Without the availability of funds in the
organisation, not only the marketing department but, other departments also would not
be able to do their tasks successfully (Babin and Zikmund, 2015). Coordination of
marketing department, is very crucial with this department. For doing the promotion of
company's product marketing department is required to take funds from the finance
department (Babin and Zikmund, 2015).
 Human Resource Department:- The work of this department, is to recruit and hire the
employees that are having appropriate skills and capabilities with them. Now, marketing
is such a department, that, requires people for doing research and development of new
ideas (Pike, S., 2015). For the purpose of achieving the production targets and also for
the purpose of creating an ambitious and competent sales team.
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D.) Critical Evaluation Of Key Elements Of Marketing Function
As every department is having it's interrelationship with some other departments and
plays a very important role in the success of organisation in some or the other way. In ZARA
also the same case is taking place. Marketing department is required to work closely with these
departments in order to ensure that, the adequate research and development is planned to satisfy
the current and future needs of a customer (Brady, 2014).
Finance Department:- Finance Department acts as a flow of blood for the various
departments of an organisation. If the fund keeps on rotating in the organisation, then, the
organisation can achieve its desired success. Marketing is such a department, in which allotment
of a particular set of funds is very necessary for performing various tasks and also with the
motive of accomplishment of desired organisational goals in a given time (Kent and et.al., 2018).
Human Resource Department:- Until and unless, skilled; talented and capable employees
will not be recruited the work will not be done in the proper manner. It's the duty of HR
department to recruit the potential; ambitious and skilled candidate having the required
capabilities for the performance of assigned task.
LO 2.
1.) Application Of Marketing Mix
Basis Of Difference ZARA O2
Product It's a well-known fashion
brand in the textile industry in
the world of fast fashion. It has
earned a lot of growth and
reputation in the short time
period. It sells the product as
per the taste and local culture
of people (Kent and et.al.,
2018). The product of Zara are
hand bags, clothes etc.
It is one of the top most luxury
fashion brand and is well
known globally. It is having
diverse product portfolio in the
marketing mix.
Price It's pricing strategy is focused The pricing strategy accepted
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at the shopper who demands
the products at a very
affordable price and also asks
for the fashionable products
that are too trendy. They used
to follow economy pricing.
by O2 is that it offers very
premium quality products at
that, also at a very superior
price. The company is offering
prestigious pricing which
makes the product act as a
status symbol for the buyer.
Place This organisation is spread to
several nations with a no. of
more than, 7000 stores. The
organisation has opened its
7000 th store in Hawaii in the
year 2015 (Brady, 2014). In
India, people just can't shop
from its website but, can check
the latest designs and trends on
its official website.
The O2 is focused on covering
the wide network with the
motive of driving the organic
growth and profit. The
company is having more than
500 outlets that are being
directly operated in the 28
markets. It has a very limited
no. of franchises (Babin and
Zikmund, 2015). The O2 has
placed its stores at the most
expensive locations keeping
in mind the clientele.
Promotion The promotion strategies of
ZARA are much lower than,
the average fashion retailers in
the industry. The organisation
is not marketing itself as
aggressively as its competitors.
Because of wide range of
styles and availability of
products at affordable price,
the consumers are towards this
The O2 makes itself available
for its consumers with the help
of advertisements; banners;
social media as apart from
marketing mix (Babin and
Zikmund, 2015).
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brand.
People The organisation is focusing
on its customers. They manage
all the needs and expectation
of customers in very effective
manner as ZARA used to
provide quality of services to
them.
The O2 is focusing on the
employees of it organisation
that are giving their best by
putting their efforts.
Process The firm is focusing in what
type of products are demanded
by the customers. The process
to deliver the goods and
services are very effective as
customers easily acquire the
porducts.
In this case, the O2 is focusing
on managing of its range of
products that are, offered to
customer at an affordable
price.
Physical Evidence It doesn't matter, whether an
organisation is product /
service industry. The logo of
ZARA is very attractive as
well as the website maintained
by company is also very
effective and efficient. (Mišič
and Podnar, 2017).
The stores of O2 company is
very effective and attractive as
the furniture, layouts are
beautifully designed.
2.) Different Tactics Used By Organisations
By framing appropriate and strategic framework polices and plans an organisation can
achieve its desired goals. Following are the critical strategies that are used by the organisation. Product Strategy:- This is such a strategy which is used by an organisation in order to
make changes in the size and shape; product quality and innovation in respect of designs
and standardization (Mišič and Podnar, 2017). It also includes packaging of a product
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with the motive of attracting more and more customers. The organisation by reading the
mindset of consumer and experimenting with the existing products, offer them before the
customer with motive of catering to his needs.
 Pricing Strategy:- It is the strategy, which is used by an organisation in respect of
attracting more and more customers by lessen down the price of product. It is a policy
used by the organisation in a very critical manner. Organisations maintain high price as a
tactic, and starts playing with the mindset and tendency of the customer, for equating
high quality with high prices (Trzaskalik and Jarek, 2016).
ZARA, is the organisation which is using the same strategies, in its business operations.
LO 3.
1.) Evaluation Of Basic Marketing Plan For Business
Here, the chosen organisation is ZATA. The marketing plan for this company is as
follows: -
 Executive Summary: - ZARA, is an organisation that has made its business summary in
the same way as it's mentioned over here. It also includes doing SWOT analysis of a
company. ZARA, is planning for selling of its cosmetic and fashionable products
worldwide and also to become a market leader in this sector (Rezaei, Wee and Valaei,
2017).
 Overview of Company: - ZARA is the company that operates in branded and fashionable
outfits and cosmetic items in retail outlet.
 Marketing Objective: - ZARA is having following objectives in respect of business.
1. To prepare dresses for the clients in different designs and styles.
2. Using different types of designs in each and every dress by the score of the
trends in fashion industry varies frequently.
3. The organisation wants to offer its clients something fashionable and
innovative outfit to wear that are having different types of cut work and
also available in a different manner (Rezaei, Wee and Valaei, 2017).
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2.) Detailed Coherent Evidence Based Marketing Plan
It includes the marketing objectives; Segmentation, Targeting and Positioning (STP) and
also the SWOT analysis of the organisation.
SWOT analysis of ZARA is as follows:-
Strength:-
 The brand is very popular among its
clients (Trzaskalik and Jarek, 2016).
 Having Strong and quick distribution
channel.
 Strong Product Portfolio.
 Leading and well known fashion brand
and having presence all over the world.
Weaknesses:-
 Extend business activities and have to
invest huge amount over the activities.
 If huge investment protects the business
then, it also manages the brand.
Opportunities:-
 Should give attention towards most
dominating luxury market by
introducing products in China and Asia.
 Competitive advantage in competitive
business segments. And it can be a
healthy competition between the brands
(Trzaskalik and Jarek, 2016).
Threats:-
 Various types of competitors in market
with new dresses and patters are like a
threat.
 Easy availability of substitutes for the
customers.
 Change in the rules and regulations in
taxation policy.
3.) Seven P's Of Marketing
Sevens P's of marketing are:-
 Product:- It should fit the purpose, a consumer is trying to use it. It should work for the
consumer and in respect of purpose it is being produced by the company. If it will not
happen the comp[any might have to quit the market.
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 Price:- Product should always be seen as a representative of the value for money.
Whatever product the consumer is purchasing he should get that value for money.
 Place:- It should be available from the nearest and approachable consumer store.
Irrespective of whether it's a mall or a public distributor. The consumer should get the
products easily (Trzaskalik and Jarek, 2016).
 Promotion:- There are various ways of promoting a product in this competitive world for
the organisation, so that it can sell its products to the consumer.
 People:- Companies rely on the people whether it's the sales staff or the customer.
 Process:- It is related with the delivery of product to the customer and also in respect of
value for money paid by the customer
 Physical Evidence:- All the services that are received by the consumer should have some
sort of evidence.
ZARA, is such a company, in which the 7 P's are actually working and applying in the
same manner.
CONCLUSION
The report is focusing on the essentials of marketing and key roles and responsibilities of
marketing function. The assignment further focus on the roles and responsibilities in context of
marketing environment. Significance of interrelationship between various functional units of
ZARA to that of marketing. Critical analysis and evaluation of key elements and interrelation
with other functional units in the organisation. Further it focuses on the ways in which different
organisations apply marketing mix to achieve business objective. The project further focus ion
the evaluation of different applied by the organisation in achievement of business objective.
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REFERENCES
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Kent, A. and et.al., 2018. Branding, marketing, and design: experiential in-store digital
environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-
298). IGI Global.
Mišič, K. U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
Measurement. In Strategic Place Branding Methodologies and Theory for Tourist
Attraction (pp. 67-86). IGI Global.
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Pike, S., 2015. Destination marketing: essentials. Routledge.
Rezaei, S., Wee, C. H. and Valaei, N., 2017. Essential of Apps Marketing Implementation and E-
Commerce Strategies: Apps Users' Decision-Making Process. In Apps Management and E-
Commerce Transactions in Real-Time (pp. 141-158). IGI Global.
Smith, L. C. and Wong, M. A. eds., 2016. Reference and Information Services: An Introduction:
An Introduction. ABC-CLIO.
Trzaskalik, T. and Jarek, S., 2016. Selection of Customers for Marketing Campaign as a Multi-
Criteria Problem. In Fuzzy Optimization and Multi-Criteria Decision Making in Digital
Marketing (pp. 72-96). IGI Global
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