Zara Case Study: Marketing Roles, Responsibilities, and Marketing Mix

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization, particularly in the context of Zara, a Spanish fashion retailer. It details the interrelationship between marketing and other organizational functions such as HR, finance, and production. The report also compares the application of marketing mix elements, contrasting Zara's strategies with those of Burberry. Key marketing functions such as marketing analysis, promotion, pricing, and distribution are discussed, highlighting their importance in achieving a competitive brand image and customer loyalty. Additionally, the report touches upon the strategic importance of the marketing department in relation to financial performance and product development, emphasizing the need for coordinated efforts to meet business objectives and customer expectations. This student-contributed assignment is available on Desklib, a platform offering a wide range of study tools and resources.

Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................4
TASK 1......................................................................................................................................4
P1 Roles and responsibilities of marketing functions...........................................................4
P2 Roles and responsibilities of marketing relating to organizational context.....................6
TASK 2......................................................................................................................................7
P3 Compare ways to use marketing mix elements................................................................7
TASK 3....................................................................................................................................10
P4 Covered in PPT..............................................................................................................10
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................12

INTRODUCTION
Marketing consider as an important activity for business organization to promote its
quality products and services market place with the aim of inviting large number of
customers. The main purpose of marketing is to create awareness of the customers company
offerings through which firm can easily enhance their market share and profitability level as
well. Along with this, it also used as a promotional tool that support organization to make
customers aware towards its services. With the assistance of this, company can easily capture
market share and also increase their customers also (Ali and et. al., 2014). It includes
advertisement, personal selling, promotion and many more activities that directly contribute
in enhancing overall performance level of the company at market place. In context of this,
marketing department also play a vital role in managing its activities and also tries to
implement new and innovative ways to invite customers towards their offerings. This will
contribute in making customers loyal towards the company. This may aid in accomplishing
competitive brand image at competitive market place. Present report is based on Zara, is a
Spanish fashion industry founded in 1975. Company serve clothing products to large number
of customers in over the world. Report is going to describe roles and responsibilities of
marketing function along with its interrelationship with another organizational functions.
Furthermore, marketing mix is also mentioned in this project that help in improving
customers base within the organization. At last, marketing plan is also mentioned here that
prepare by the company with the hope of attaining higher success at market place.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing is a wider concept for business organisation to enhance their sales by
promoting goods and service in market place. Mainly, marketing function includes activities
related with evaluating as well as determining actual need of customers. By this, company
can easily provide quality products accordingly so that customers get easily satisfied. Along
with this, it also helps in influencing customers to consume company services to satisfy their
needs. This will contribute in increasing customers base and at the same time also support in
attaining competitive advantage from its rivals at wider market place. In this regard,
marketing function also refer to the activities in which Zara focus on quality of the products
to satisfy their customers. If they do the same then company can easily enhance their
productivity level and at the same time also accomplished positive brand image (Bačík,
Štefko and Gburová, 2014). This will contribute in inviting large number of customers

towards its services. Furthermore, marketing function is important for company because it
create a customer and at the same time also sell company products in market place. By this
organization van easily increase their profitability level. In this, there are some roles and
responsibilities of marketing functions within the Zara are as follows:
Marketing analysis: It is one of the important roles of marketing in which marketing
manager analysis marketing by undertaking an effective research (Baker and Magnini,
2016). It helps in evaluating the actual demand of the customers and market trends as well
that present in the market place. This will contribute in maximizing overall sales and
profitability as well. In context of Zara, marketing manager focus on analysing current trends
and customers preferences towards the clothing products. With the assistance of this,
manager easily produce products and provide them accordingly. This will directly contribute
in making customers happy and satisfied towards the company products and services. If Zara
offer their clothing products to customers as per customers demand and current fashion than
they easily retain them for longer period of time. By this company easily improve their
positive brand image in customers mind and in market area as well.
Promotion: This function of marketing is also playing a vital role in increasing customers
awareness towards company products and services in order to increasing profitability level of
the company at market. By using this activity, Zara can easily provide appropriate
information of products and services to its large number of customers so that consumers can
easily buy its services. Mainly the information related products include its price, uses, its
features and many more. All these are hep in making customers aware about company
products. Along with this, Zara also use different social media tools to promote their clothing
items in market place. By this company invite large number of customers towards its services
and also increase the chances of increasing over sales at market place. This may directly
contribute in accomplishing competitive brand image at market place.
Pricing: One of the primary and foremost function is to set price of products that customers
can easily affords and also willing to pay. At the same time also ensure that product price can
cover cost and generate profit for business organization. If company set products cost as per
customers demand than they easily increase sales and make customers loyal towards its
products and services for longer period of time (Baker and Saren, 2016). In this context,
marketing manager of Zara play a vital role in setting product price that may define that how
well company perform and also meet its target profit in market place. If marketing manager

set product price incorrectly then company reduce their sales and money as well. Thus, it is
important for manager of marketing department to evaluate the customers taste and set their
clothing cost accordingly (Blythe and Martin, 2019). This will help in improving the
customers base and at the same time also make them happy with company and its services as
well. It helps in capturing larger market share and customers attention also. By this company
can easily accomplished their positive brand image at competitive market place.
Distribution: It is also an important function of marketing in which is related with the
carrying products from the places of production and consumption as well. In this marketing
manager of Zara is responsible for deciding the place from where products can be sold and
offered to its customers. It may be including transportation, warehousing, inventory and
many more that support in providing products to its customers as per their convenience. In
this, manager of marketing is responsible for promoting its products in marketing so that
customers can easily consume company services and satisfy their needs. By this function,
Zara can transfer its products to end users which the aim of increasing overall performance at
competitive market place.
All these are the major roles and responsibilities of marketing function that help Zara
in making competitive image at market place and at the same time also aid in inviting large
number of customers towards its products and services. Thus, it is crucial for marketing
manager of company to implement all the function while selling its products through which
they can easily accomplished their target and also make customers base stronger. This will
contribute in capturing larger market share from its rivals.
P2 Roles and responsibilities of marketing relating to organizational context
In any organisation, marketing is a department whose roles is to the promotes product
at at the major zone. In context of the Zara, relationship of the marketing department has
closed relationship with financial department, R&D, operation etc., with the help of which
actual product is shifts to the market structure along with the increasing its suitability to
gather business objectives to be accomplishes in given time period (Boschetti and Massaron,
2015). In Zara, marketing team is the highly active into the field and also strategic
relationship with the finance department and R&D Dept. etc. is essential, with the help of
which targets or goals will be acquire or accomplishes into the given time period. The roles
and responsibilities of the marketing departments with the other Dept. are as follows:

Marketing department and Human Resource department: HR department is the
back support of every firm which helps in linking productive relationship with other co-
employees. Marketing Dept. of the Zara uses to publishes job position in this area to HR
Dept. to hire appropriate manpower for doing promotion of their products (Brychkov and
Domegan, 2017). The HR department and Marketing department of Zara have potential to
work together, so that talented as well as skilled employees can be recruited. After the hiring,
training & development is to be given to this people and also makes them perfect to
accomplishes marketing goals or targets.
Marketing and financial department: Financial Dept. is the adrenaline to every firm
with the help of which funds would be raised to marketing department to conduct activities
such as sales promotion, trail campaign, sponsorships to rises awareness about the among
consumer and business viability for the longer period of time. Using funds, marketing
department are supposed to keep records of the expenses made during the promotional
activities or time to gather business objectives.
Marketing department and Production department: Production department of the
Zara is responsible for manufacturing the products. Marketing department analyses the
market trends and taste of preferences. Whereas by using the help from marketing
department, Production department can manufacture the products according to the demand
and taste of their customers. These both departments of Zara are working together for
manufacturing quality based products which can satisfy the expectations of customers. With
support of this department, resources will be applicable to the production of final clothing
products in given period of time duration.
TASK 2
P3 Compare ways to use marketing mix elements
It is one of the important tool which used by business organization with the aim of
attaining its marketing objectives in target market. This will contribute in improving
performance level of the company at market place (Dioko, 2016). Along with this, it is also
used to promote its products in market for enhancing overall sales of the company. For better
understanding, there is a comparison of marketing mix in Zara and with another company:
Elements Zara Burberry
Product Zara is a fashion brand that
provide apparel in market place
The product refers to a substance or
item which is offered in the market in

and also has earned a lot of
growth at market place in a short
period of time (Kennedy and
Parsons, 2014). Mainly, company
offer products for men, women
and children cloth as per their
needs and wants. Along with this,
it offer trousers, tops, skirts, bags
and many more. All these are
directly contribute in increasing
profitability level of the
company. In addition of this, the
main focus of this company is to
capture customers attention by
providing them quality services.
exchange of some amount that recover
company's cost invested in bringing
product into market. Burberry is
offering wide range of products which
includes clothing product, accessories,
and other luxurious items. It mainly
focuses on quality of products over
price due to which targeting middle
and higher income group. For example,
Tartan Pattern is a product having
unique design which can easily attracts
large number of customers worldwide.
Price Zara serve quality products on
low prices to invite large number
of customers towards its services.
Mainly, company adopt low
pricing strategy to serve its
clothing products to customers.
This will aid in generating larger
profitability within the
organization.
It refers to the amount which is
charged by company in exchange of
their products and services. Burberry is
providing quality with their products
and services due to which they adopts
premium pricing strategy. Their prices
can be afforded by middle and higher
income group who also prefer quality
over price.

Place Zara operate their business in
over the world and has their
stores in around 88 countries with
approx 6500 outlets. Along with
this, company also sell their
products through online stores
which may aid in improving
strong customers base.
It refers to the location where an
organisation operated their business
activities. Burberry has operated over
500 outlets in more than 51 nations.
The company also offers their products
through franchising their stores with
third party dealers (Mittal, 2014).
Promotion The main focus of Zara is to
promote its products in market.
For this company spend more
money on their advertisements.
This is the main reason that
company easily increase
awareness in market and
customers mind as well. This will
contribute in increasing overall
sales of the company.
It refers to the promotional activities
which grabs an attention of huge
amount of customers towards products
and services offered by an
organisation. Burberry is currently
adopting various promotional
techniques such as advertisements on
magazines, digital media tools such as
social media etc. Currently Burberry
has organised “Romeo Beckham” in
their Festive campaign which increases
the sales and revenue of company.
People Zara has skilled people to
performing their activities in
effective manner (Mueller and et.
al., 2015). Along with this, its
employees focus on understating
customers demand so that they
can easily provide them quality
services at market place. This
will improve the overall
performance of the company.
It refers to the people who contributes
maximum efforts towards growth and
success of an organisation in
competitive market world. Burberry
also put more emphasis on enhancing
skills and knowledge of their
employees through providing them
training and development programs.
Huge amount of workers at outlets
requires good communication skills
thus providing communication and
learning sessions increases the

retention of loyal customers towards
company.
Process Zara is a famous brand that
includes an effective process of
manufacturing products and also
use advances technologies that
support in offering its quality
products in the market places.
The main focus of this company
is to reduce wastage to make
quality clothing products.
It refers to an activity which is
executed to produce, market and
deliver the products and services to
their targeted customers. Burberry is
adopting an effective and efficient
process as it adopts updated machinery
and equipments in their various
business functions. The company also
deliver its products using an online
platform which makes easy for
customers located in different areas to
buy their products and services at an
offered prices (Jenyo Gabriel and
Soyoye Kolapo, 2015).
Physical
evidence
Zara offer their services in over
the world and also enable in
inviting customers towards its
quality clothing products. In this
regards, company also have their
online sites to offer their services
to large number of customers.
With the assistance of this,
company can easily increase
profitability level and strong
customers base as well.
Burberry sold their goods and services
in wide range of colour packaging
which enables customers to recognise
their products easily. The company
also has a website where the
customers to see their products along
with their benefits and prices. This will
help customers in comparing their
products with their rivals products
easily.

TASK 3
P4 Covered in PPT
CONCLUSION
From the above-mentioned report, it has been concluded that, marketing is essential
activity for every business organization to promote their products and services in market
place with the aim of increasing overall sales. With the assistance of this, company may
establish their competitive brand image. Mainly, it is promotional tool by which firm can
easily invite large number of customers towards company products and services. As a fashion
industry, Zara serve quality services to its customers as per market trends and customers’
needs and wants. This will increase customer base and satisfaction within the company. In
this context, marketing function is also playing a vital role in managing marketing activities
through which firm can easily deliver quality services to its target customer. Furthermore,
marketing mix is also support company to grab customers attention towards its services. By
this business organization enhance profitability level at market place and at the same time
also established competitive brand image.

REFERENCES
Books and journals
Ali, R. and et. al., 2014. Usage of e-Marketing in the Scholarly Publishing Sector in an
Emerging Economy and its Relationship to Profitability. International Journal of
Science Commerce and Humanities. 2(5). pp.1-9.
Bačík, R., Štefko, R. and Gburová, J., 2014. Marketing pricing strategy as part of competitive
advantage retailers. Journal of applied economic sciences. 9(4). p.30.
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. 28(8).
pp.1510-1534.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Boschetti, A. and Massaron, L., 2015. Python data science essentials. Packt Publishing Ltd.
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present
and future. Journal of Social Marketing. 7(1). pp.74-93.
Dibb, S., Simoes, C. and Wensley, R., 2014. Establishing the scope of marketing practice:
insights from practitioners. European Journal of Marketing. 48(1/2). pp.380-404.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Jenyo Gabriel, K. and Soyoye Kolapo, M., 2015. Online marketing and consumer purchase
behaviour: a study of Nigerian firms. British Journal of Marketing Studies. 3(7).
pp.1-14.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Mittal, A., 2014. Role of marketing nix for Indian marketers. Global Journal of Finance and
Management. 6(3). pp.191-196.
Mueller, J. P. and et. al., 2015. Community‐based livestock breeding programmes: essentials
and examples. Journal of Animal Breeding and Genetics. 132(2). pp.155-168.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of
Marketing Communications. 23(2). pp.195-218.

Rodney, G. and Wakeham Dr, M., 2016. Social media marketing communications effect on
attitudes among millennials in South Africa. The African Journal of Information
Systems. 8(3).p.2.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project.
Sage.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management. 25(2). pp.171-194.