Marketing Essentials: Zara's Marketing Mix and Plan Analysis Report

This report provides a comprehensive analysis of Zara's marketing strategies, focusing on its application of the marketing mix and the formulation of a basic marketing plan. The introduction highlights the importance of marketing in the fashion industry and introduces Zara as a case study. Part A delves into the marketing mix (product, price, place, promotion, process, people, and physical evidence), comparing Zara's approach to that of Burberry. The report examines Zara's product offerings, pricing strategies, distribution channels, promotional tactics, and customer service. Part 2 formulates and evaluates a marketing plan for Zara, including an executive summary, SWOT analysis, objectives, strategies (segmentation, targeting, positioning), and a detailed marketing mix. The report also includes cost analysis, profit margins, and a discussion of monitoring and control mechanisms. The conclusion summarizes the key findings and emphasizes the importance of marketing in achieving business growth and customer satisfaction. The report is a valuable resource for students studying marketing and business strategy, providing insights into Zara's successful marketing practices and offering a framework for developing effective marketing plans.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Covered in PPT................................................................................................................................1
P3 Compare various ways by which marketing mix is applied to the chosen organisation...1
PART 2............................................................................................................................................4
P4 Formulate and evaluate a basic marketing plan for concerned organisation....................4
CONCLUSION ...............................................................................................................................7
REFRENCES...................................................................................................................................8

INTRODUCTION
Marketing is the process by which operation and production takes place through keeping
customers needs in mind. In an business organization promotion and advertising is done for the
products over various channels large number of persons is required to acknowledge various
products and services. Promotion of a product is done to make sure that large customer base is
formed by the organization in order to gain acknowledgement over services and product in
making. Marketing is required in an organization to seek that activities related to selling of
product and services is done in proper manner. Both promotion and advertising plays important
role in enhancing channels relate to product various channels is included within it. Marketing
covers wider scope in a way that it deals over those activities which makes sure that both product
and services is being performed in smooth manner. In this file organization that has been taken
is Zara that is an UK based fashion brand which has been selling all kinds of clothes all over the
world. It has its headquarters in London. This report is based over different kinds of roles and
responsibility within marketing function. In this interrelation of marketing with various
organizations functions is covered. Further in this file evaluation of current performance in an
organization takes place. In the end of the report marketing plans is there within an choose
organization that is helpful in increasing sales in appropriate way.
PART A
Covered in PPT
P3 Compare various ways by which marketing mix is applied to the chosen organisation
Marketing mix is that kind of business tool which is used for making various tactics and
actions to be involve within business. This is mainly used to make product and services sold
within market in huge number. This is helpful for Zara to enhance its performance within the
market by doing comparison over performance with Burberry and operations in same industry. In
context of marketing mix has been explained as follows:
Basis ZARA Burberry
Product Zara is an Spanish based organization Is an London based organization and
1

and has been operating at global level.
In this organizations covers wider
scope as it has wider range of product
that includes all kind of clothes that
are within trend like jackets, jeans,
shirt and t-shirt. Main product sell by
Zara is men and women clothes. This
has helped in gaining popularity within
market(Faßmann and Moss, 2016).
consists of products like trench coat,
leather goods, perfumes and footwear
with various other products. These
products in an organization is wider
in range and has make sure that
organization has gained popularity by
covering the market.
Price Different products is been offered by
ZARA. These products are of premium
quality and has high price which has
helped in targetting customers of all
segments. Its luxurious product
consists of premium range of products
that help in targetting high class
customers. Some products are lower in
quality and has make sure that middle
class people is targetted. The price
changes according to the strategy and
has helped in dealing with all
competitors within market. Products
like jackets, jeans and shoes mainly
targets high class customer.
Price of products of Burberry is
dependent over individual products
like perfumes, belts and trench
jackets are premium quality. So the
organization is required to use
economic price strategy under which
all products like perfumes, belts,
trench coat with margins of premium
quality. This has helped in reaching
to right customers without
considering pricing criteria.
Place In present organization is successfully
operating in successfully operating
within 200 nations by covering mainly
Organization that is operating within
global market is over due to products
available within the reach of
2

European, Asian and American
continent. Almost all products is
being operated by ZARA. This has
helped in gaining popularity toZARA
in distribution channel.
customers through retail store and
supermarket. Burberry has tow kinds
of distribution that is retail and bulk
buyer.
Promotion Organization has been following
different tactics to make promotion
and advertising of product to be done
in proper manner. This helps in
making advertising through radio,
newspaper and other medium.
Main promotion is there for making
channels of Burberry from digital
media and promotion. Brand
ambassadress which makes products
with potential existence of customer
in proper way.
Process Different process is required to be used
by Zara for marketing products which
reaches customers in appropriate
manner. As per the situation
operational efficiencies within an
organization that is there to store
warehouse that is situated at prime
location (Eletxigerra, Barrutia and
Echebarria, 2018).
Process that has to be used by an
organization that helps in making
multi pal store houses that makes
single geographical location of the
product to be distributed to retailers
and whole sellers. This makes
product distribution to be easy for
Burberry.
People Organization is required to make
treating of employees with assets upon
achieving desired goals and objectives.
In relation to this managers of ZARA
has offered training and sessions
related to development that has made
company create fairness in working..
Burberry is treated customers and
employees upon priority basis.
Regarding customers demand high
preference is there to make
satisfaction to be achieved.
Employees provides training and
monitoring for the hard work which
is proffered while best performance
3

to be made.
Physical
evidence
Main physical evidence of an
organization that is situated in UK
within this employees, product and
online website of organizations comes
under this.
There are various physical evidence
in relation to Burberry. Various
physical evidences of an organization
is mainly its official website and
advertisement over TV.
Such aspects that has bee made within the marketing mix has been helping ZARA over
developing understanding about rights position within market and improving themselves.
Organization has adopted bundle pricing over various products that is offered. ZARA is required
to ensure that all products is required to be made available over retail and departmental store this
makes wider scale to be achieved. Organization becomes strong in its sales and marketing
network which has made customers at various geographical locations to be accessed in porper
manner. This helps an organization to become popular and accomplish goals and objectives set
by them (Caragher, 2016).
PART 2
P4 Formulate and evaluate a basic marketing plan for concerned organisation
Marketing plan to be depicted upon operations an formal documents has helped in
outlining promotional and advertising strategy within an organization. Benefiting of business
firm that is there for targetting desired customers that has been helping in gaining results by
generating of huge revenue with profit. Marketing plan has been helping ZARA to gain support
changing price and developing new eateries within market. This is helpful for an organization in
creating segmenting, targetting and positioning themselves in proper manner.
EXECUTIVE SUMMARY
ZARA is an British based multinational organization which deals with confectionery
products. Organizations owns Mondelez international that is situated in London, England. In
present situation an organization is owned for operating products. Present organisation is being
owned by operating leaders of 50 nations. This organization is popular for clothes of various
4

kinds like jackets, jeans, shirt and t-shirt etc. Organization wants for preparing marketing plan so
that sales of organization to be increased with high revenue (Brychkov and Domegan, 2017).
SWOT ANALYSIS
It is that kind of tool which is based over strategic business that has been allowing ZARA
to identify strength, weaknesses, treats and opportunities in appropriate manner.
Strengths Weaknesses
Brand loyalty of an organization is been
offered through high price and economical
products.
Organization is required to face lot of
complains regarding product at times that has
made issue to be occurred.
Opportunities Threats
ZARA is required for increasing online selling
to reach to customers at single time.
Cost input results that has been taking place
due to inflation and final product to be
enhanced. This reduces sales and organization.
OBJECTIVE
Business objectives has been helping an organization in deciding over accomplishing of
SAMART objectives within an organization that has been explained as follows:
 Specific: Organization has been plaining for increasing of sales about 30% by launching
new printed shirts.
 Measurable: In this performance has to be measured by creating benchmark and
techniques (Baker and Magnini, 2016).
 Attainable: Organization has been employed skills workers for project and leaders that is
being followed participative leadership style guide workers.
 Relevant: Sales an organization has planned for increasing market-shares by 20%.
 Time bound: Estimated time to attain these objectives is 6 months.
STRATEGIES
 Segmentation: Different ways has been helping an organization for expanding of
business like geographical, demographic, behavioural and psychological segmentation. In
5

this case ZARA should be segmented with people in relation to demography that has
been involving like age and income.
 Targeting: ZARA has been benefited of people in relation to age factor. Target
customers of an organization is 10 to 45v years. People from this age group most prefers
jacker jackets and jeans.
 Positioning: The positioning itself globally, organization is going to make advertise
through social media and campaigns in which new launched jacket and jeans. Sample has
to be given with other products.
MARKETING MIX
In relation over providing estimation of exam the performance of new product within
marketplace, marketing mix has been explained as follows:
 Product: Organization has introduced new product in market which is jacker jacket.
 Price: ZARA has planed in economic pricing for maximizing number of persons to buy
it.
 Place: Product available over various stores and outlets for products has been made
available within Zara (Al Badi, 2019).
 Promotion: In context to such organization offer and sample is limited over customers
with advertising using social media.
 Process: ZARA uses lean methodology with process to extract cost reduction.
 People: Manager in an organization is specified through training given to employees.
This is the reason that manufacturing of Jerker Jacket should be done in proper way.
 Physical evidence: Major physical evidence is the product and advertisement with free
samples through distribute customers.
COST
Total cost for production of new product is mentioned below:
Particulars Amount (€)
Marketing 120000
Workforce 110000
Equipments 130000
6

Raw materials 140000
PROFIT MARGINS
Organizations introduced new products which aims for increasing profitability by 20%
within 1 year.
MONITORING AND CONTROL
This is one of the most important factor that helps in identifying of various factors which
can affect performance of organization. Organization like ZARA is required to control
definitions for using key performance through indicator. This benefits an organization in
comparing past performance so as growth margins is required to be acknowledges properly (Al
Badi, 2019).
CONCLUSION
From the report it can be concluded that business is required to gain higher growth by an
organization. This is required to make performance and its promotion in proper manner. In
context to this different ways is required to perform promotion in proper manner. In relation to
this different methods has to be there which makes assessing needs of customer, strategy and
satisfaction of client in proper manner. Further interrelation is covered of various department like
marketing, HR, finance. Then in the end of file marketing mix and plan with various strategies is
formed to make sure that business objectives and goals is being achieved in the appropriate
manner possible.
7

REFRENCES
Books and journals
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing
and building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management.
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing.
Caragher, J.M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA
Journal. 86(12). p.11.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In Instagram als Marketing-
Kanal (pp. 13-21). Springer VS, Wiesbaden.
Gumparthi, V.P. and Srivastava, M., 2020. Management Essentials: A Recipe for Business
Success. South Asian Journal of Management. 27(2). pp.232-235.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global Business
Accounting and Finance Review. 2(1).
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Uncles, M.D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ). 26(2). pp.187-193.
Zadnipranna, T.S., 2017. PUBLIC RELATIONS ESSENTIALS OF THE ABSTRACT
MARKETING VALUABLES. In Topical issues of contemporary science (pp. 168-
170).
8

9