Comprehensive Marketing Report: Zara's Strategies, Mix, and Analysis

This report provides a comprehensive analysis of Zara's marketing strategies, focusing on key roles and responsibilities within the marketing function, and how these relate to the wider organizational context. It delves into the inter-relationships between marketing and other functional units, such as sales, HR, and finance. The report compares Zara's application of the marketing mix (7Ps) with that of H&M, highlighting product, place, and pricing strategies. Furthermore, it examines Zara's approach to marketing research, product development, and promotional activities. The report also discusses the influence of the marketing environment, including social, economic, legal, political, and technological factors. This report provides valuable insights into Zara's marketing approach and its application of marketing principles to achieve business objectives.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
P1 Key roles and responsibilities of the marketing functions ....................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context.............3
M2 Inter-relationships between marketing and other functional units of an organisation.........4
LO 2 ................................................................................................................................................4
P3 Comparison between the organisation by applying the marketing mix to the marketing
planning ......................................................................................................................................4
M3 Tactics applied by the organisations to achieve goals. ........................................................7
LO 3 ................................................................................................................................................7
P4 Marketing Plan ......................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the very board concept in which it is the study and management of exchange
of relationships. As it is the whole process which creates and maintain strong relationship and
satisfy the customers. It also helps to build the brand image of the organisation by performing
many type of activity. The present report is on marketing of Zara as it is the leading fashion retail
company based in Arteixo in Galica. The company was founded in 1975. it updates its stores
according to the latest fashion and also it has strong loyal customers. Further this report will
cover the key roles and responsibilities of the marketing function and also how the roles and
responsibilities of marketing relate to the organisational context. It will also compare the ways
different organisation apply the marketing mix to the marketing planning process to achieve
business objectives. It will also state and evaluate the marketing plan for an business .
LO 1
P1 Key roles and responsibilities of the marketing functions
Marketing department plays a major role in Zara as it has overall responsibility for
growing the profit ,growth of the organisation ,increasing marketing share and also it contribute
in company's brand image (Umbach, 2017) .As it plays a vital role in promoting the organisation
and also it helps to focus on the mission of the business. It is the job of the marketing department
to gather information about the taste and preferences of the customer and reach out to the
customers and fulfilling their needs and wants . It also represent Zara in the positive manner.
Here , below are the some roles and responsibilities perform by Zara are -
Defining and managing Zara brand – Marketing function has the responsibilities to
defining the whole structure of the organisation from defining what the company is to how the
company acts. Also it do all possible things to build the image of the company in the positive
manner and also promote the organisation. It helps to build the mission of the organisation and
also helps to fulfil the goals and objectives of Zara (Baker and Magnini, 2016).
Setting Marketing strategy – it is the most important role and responsibility of
marketing as the most senior member of the marketing department takes the responsibility for
setting different strategy in line with overall company strategy and objectives. It forms many
strategy such as to increase the market share of the company , it also set the pricing strategy in
such a way that it increases the sales of Zara, or to enter into the new sector or entering into new
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distribution channel. All the strategies are been formed by the marketing department. All the
strategy develop with the motive to increase the sales and profitability( SZgarrick, and et.al.,
2016).
Importance of Marketing Research- It is the most important role as marketing research
helps to determine the target marketing and also provide various opportunities and help to
understand the needs and preferences of the customers. Market research is being conducted by
the marketing department in order to have better understanding of strength and weakness so as to
gain competitive advantages. Marketing department carry research by many type such as as by
contacting with the existing survey as about their needs and wants, also by studying the industry
report , market data on websites etc. Marketing research helps Zara to focus on every aspects of
the organisations ( HRowley, 2016)
Internal and External Product Development- it is major responsibilities that are
perform by marketing as marketing development works with internal and external products
development teams to development new products or it improve and innovates the existing
products.
Communication and Promotional Material – the foremost role and responsibility of
marketing is the plan campaign and develop communication material to promote products and
services. Marketing develop the promotional and advertisement, develop e- marketing plan in
according to the plan budget. By the help of aggressive promotional and advertisement strategies
it help Zara to increase the sales and revenue. Developing an promotional activity is wide
concept and involve many activities in it.
Sales Team support – marketing responsibility is to have a link between the sales and
marketing department so as to work in the effective manner and helps to improve the sales
performance and also the growth of Zara. Marketing department helps the sales deportment to a
large extent as it will provide many leads by running advertisements that include mechanism
such as coupon or telephonic number as it will helps to run the organisation in better way.
Marketing also helps the sales department in preparing the presentation that help in large extent.
Monitoring and Managing social media – marketing contribute in by managing and
monitoring the social media pages so that it will attract many customers and the customers have
proper knowledge or they got aware about the recent trends and fashion or the new stock. Also
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marketing manages the accounts and also create buzz about the products so to attract the
customers to the large extent.
Conducting seminars and events – In Zara , marketing department is responsible for
managing or conducting various seminars , organisational events, exhibition etc. so as to gather
many audiences (Baker and Saren eds., 2016).
P2 Roles and responsibilities of marketing relate to the wider organisational context.
Marketing environment is responsible for establishing transactions and making
relationship between marketers and customers. Zara follows a SLEPT to analyse roles and
responsibilities of marketing. It include social, legal , economic, technological. As it has been
explain below -
Social and cultural environment – it is the factor which affect the sales and
profit of the organisation. Also it outlines current trends such as what customers wants and also
their needs and preferences. It helps to give information about taste, colour ,style, preferences of
the customers which help to the organisation to the large extent. Zara analysis that there
fashionable products are famous in feminists so they target them in order to earn more
( HRowley, 2016).
Economic environment – Marketing manager keep himself updated about the economic
news like GDP rate, inflation rate, income level and any other fluctuation in the country. As it is
the responsibility of the marketing department to analyses the economic factor and then only take
all the critical decision for Zara ( Blythe and Martin, 2019).
Legal environment – there are different laws and regulation for different country where
it is operating so it is important for the marketing manager to have proper knowledge about the
laws of the country and must follow it properly. As it is responsibility of Zara 's marketing
manager to follow the Employment law and Equal pay law which will the employees of the
organisation and by proper following the law it will help the employees to the large extent.
Political environment – it plays an important role as to increase their productivity,
efficiency and market share. As the marketing manager of Zara helps the marketing manager to
take advantage of political environment which helps to increase the sales and helps in growth of
Zara.
Technological environment – Zara is taking help of technology in order to increase the
productivity and efficiency of the organisation. It is the role of marketing to have proper
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knowledge about the technology and also it will helps in innovation and it will help to gain the
competitive advantages ( Campbell, Martin and Fabos, 2018).
M2 Inter-relationships between marketing and other functional units of an organisation
Marketing and other functional units work together for the benefit of the organisation. As
marketing department and the customers share a strong relationship and also close with each
other. And other department helps the marketing department to the large extent in order to
achieve the goal of the organisation. Each department contribute to the success of the business.
Marketing and Sales department – Marketing and sales department are interlinked with
each other to attain the objective of the business. As the marketing department provide sales
team are quality lead by running advertisement that include a reply mechanism and also it helps
to make presentation for the sales department in order to increase the sales.
Marketing and HR department – As HR recruit candidates for the organisation who
helps in the growth of the business. As HR department recruit high professional for the
marketing department which helps marketing to perform the task in effective way as other hand
marketing department helps HR department in pooling large no. of people to take part in
interview of the organisation ( Campbell, Martin and Fabos, 2018).
Marketing and Finance department – Finance and Marketing department are
interrelate with each other. As finance department provide information to marketing department
to set the pricing of the product according to the economic factor.
Marketing and Production department – Marketing department provide information to
the production department about the taste and preferences of the customer as marketing
department directly connect with the customers. A good relationship with the both of the
department helps Zara to the large extent.
LO 2
P3 Comparison between the organisation by applying the marketing mix to the marketing
planning .
Marketing mix are the set of tools which help the organisation to achieve the goals and
objectives. It basically include 7 P s that is process , people, product ,price, place ,physical
evidence and promotion which help the organisation in decision making process.
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Marketing Mix Zara H&M
Product Zara offer product for every
one such as men , women and
children. From western to
ethnic wear. All these are the
product strategy in the
marketing mix of Zara. As it is
the one stop solution as it offer
variety of products. Zara has
launches 10,000 new designs.
Also the company has direct
contact with the local talents to
provide the best fashion trends.
Zara offers new style which
give wide variety to the
customers. It products are very
unique and easily identify by
others (Hair Jr and et.al.,2015).
It offer fast fashionable cloths to
men , women and children. It
adopt different product strategy
which makes H&M unique from
others. As it include everything
from designer to casual wear. It
offer denims, fashion collection
on cheap Monday. Its different
strategy attract large customers.
Place As Zara has 88 stores in
countries with over 6500
outlets. Also it sells its product
through online in which Zara
has good command on online
marketing. It supply chain is
the biggest strength of the
company which helps to gain
competitive advantages. Store
manager gives sends order to
the headquarters twice a week
based on the sales data of the
H&M has 4135 stores in major
cities across the globe. It also
offer its product online and offers
customers to choose from the list
available and purchase them
through online. The products are
manufacture with the help of
cheap labours in order to reduce
the costs of the products(Lane,
2016).
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stores.
Price As Zara offers in high quality
of product in low prices. It
provide latest fashion in lower
prices. As Zara follows low
pricing strategy. Its products
are easily affordable by others.
As Zara also set market based
pricing strategy which sets the
target price consumer is
willing to pay. Zara also offer
sales up to 50 % twice a year.
On an average Zara products
are prices at $25 .
As compare to Zara ,H&M
provide relatively lower price.
This is due to lower
manufacturing process. On an
average H&M products are price
$45.
Promotion Zara is very famous for being
press shy. As it believe in
mouth promotion rather than
spending large amount on
marketing tools. It satisfy the
customer and offer high
quality of products which
attract most of the customers.
It has a wide range of product
portfolio. It uses various channel
promotional strategy. And spend
huge on marketing tools and come
up with the creative ads which
focus on its latest innovative
designs.
Physical Evidence It has many store and its
products are easily available.
Its store are properly manage
and provide good facility to
the customers (Purvis, 2015).
H&M have humble staff and
provide good environment. It has
also enter into international
market. And also it created buzz
to attract more customers.
People The employees of Zara are
highly trained and work in the
modern culture and Zara
The employees of H&M are
motivated and focus on the goals
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provide positive environment. and objective of the company.
Process Zara 's products are easily
available and also its
employees make every
possible efforts to solve the
problems of the customers
(HLarson and Draper,, 2015).
H&M follow very simple process
from producing to delivering to
the customers. There is a customer
care number by which customers
can resolve their problems.
M3 Tactics applied by the organisations to achieve goals.
There are many tactics which are applied by the organisation in order to achieve the goals and
objective. All tactics are explained below-
Discounts – it is the foremost tactics in which it increases the publicity and efficiency.
Zara gives 50 % discounts on its product in twice a year. As it helps to attract many customers.
Promotions – Promotion is the most important aspect. Zara uses mouth publicity as its
products are latest fashion and up to date. And also it has many social media followers.
Packaging and labelling – It is the most important element of the product as it is the first
thing which attract the customers. As Zara provide cloths in attractive boxes and carry bag
which gain many customers (Malhotra, 2015).
Storage – Zara keeps products in warehouse as per the demand of the customers. Zara
updates its storage time to time. So that to provide latest clothes to the customers
LO 3
P4 Marketing Plan
Executive Summary
it is all about to launch the new product and services in order to meet the goals of the
company. Zara is the leading fashionable industry and offer every range of product. And it is
planning to launch its new product that is BOW dresses in two colour that is olive green and
black. Its mission is to attaining its goals and objective. The product is launch for the betterment
of the company (Moll, 2016).
Business Goals
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the main purpose behind the new product is to increase sales by 10% in the end of the
year and also increasing customer based by 4 % in the end of the year.
STP
Segmentation – segmentation is the process in which company can build effective result
in order to achieve the goals of the organisation. Segment helps to understand and identify the
needs of the customers. As Zara from its present study found that there is a need of BOW dresses
and how people are crazy about them.
Targeting – Company select the target in order to increase the sales as the targets are
online target, target segments etc. it select online target by which it easily available to the
customers and meet out the needs of international buyers. Zara target girls at the age of 15 – 20.
Positioning – it is the tool which give market overview. In order to sustain in the market
company choose online platform to increase the sales and profitability(Muralidharan and Raval,
2017).
Marketing Mix
Marketing mix is an effective tool which helps to achieve the goals and objective of Zara. As it
include 7 Ps which helps the business to the large extent.
Place – Place is an another element that the product must be attractive and easily
reachable to every one without any affords.
Price – as it is new in the market so Zara has set very low prices to attract more
customers in order to increase the sales of the organisation (Pike, 2015)
Promotion – Zara has adopt aggressive promotion strategy to attract many customers so
that to create buzz for the product. By the help of promotion it will help to grab attention of the
people and it is very cute looking that will help to grab attention of the teenager.
People – People means the employees of the company as the employees are highly
trained and motivated . And it has hire creative employees which will help to innovate new
products,
Physical evidence – It provide additional services to the customer in order to satisfy
them. This will help to grab the attention and build loyal base customers.
Process – Process refers to the channel of distribution. As Zara deliver online channels so
to reach wide range of audience so to increase the sales and profitability of the company.
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Product – Product is the foremost element of the marketing mix. Such as Zara is
launching new product that is BOW dresses of black and olive green. The new product of the
company should fulfil the requirement of the customers (Pike, 2016)
Channels
Channel Activity Time
Direct Marketing Social Media 1 year
Digital Marketing e- mails 2 months
Commercial Marketing Television 1 year
Budgeting
Expenses Cost $
Direct Marketing 10000
Digital Marketing 20000
Commercial Marketing 10000
TOTAL 40000
CONCLUSION
The above report is based on marketing in which it is very broad term which helps the
organisation in creating and managing the relation with the customers and also helps in gathering
the information about the needs and wants of the customers. As this report has concluded the
roles and responsibility of the marketing function as it has many responsibility such as it helps in
strategic planning , conduct seminar , helps to conduct promotional activity of the business.
Furthermore, it has also stated the roles and responsibility of marketing relate to a wider
organisational context. It has been also compare the ways in which different organisations apply
the marketing mix to the marketing planning process to achieve the objective of the business. It
has also articulated the basic marketing plan for an organisation.
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