Zara: Roles, Responsibilities, and Marketing Mix Analysis

This report provides a comprehensive analysis of Zara's marketing strategies, functions, and responsibilities. It begins with an introduction to the importance of marketing and its role in Zara's success, highlighting its global expansion and understanding of consumer needs. The report then delves into the roles and responsibilities of the marketing function, including market research, planning, customer service, promotions, sales, public relations, and product development. It examines the marketing roles and responsibilities specifically within Zara, focusing on strategy making, market research, product development, and communication. The report then explores Zara's marketing mix, detailing the product, price, place, promotion, people, process, and physical evidence elements, comparing them to H&M. Finally, the report provides an evaluation of Zara's marketing plan. The report concludes with a summary of the key findings and a list of references.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. Role and responsibilities of marketing function..............................................................1
P2. Roles and responsibilities of marketing at Zara...............................................................3
TASK 2............................................................................................................................................5
P3 : Marketing Mix of Zara....................................................................................................5
TASK 3............................................................................................................................................8
P4. Evaluating and producing a basic marketing plan for Zara.............................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an essential part of organization which is helpful for interacting with the
client. This is the best tool that is helpful for organization to promote their products in the
marketplace. Zara provides the best quality of products and services to their customers.
Marketing is a process which most of the organizations use to increase their productivity and
profitability in marketplace. This process is considered as a process for delivering, developing
and communicating which provide the best quality of goods and services in marketplace. Zara is
the fastest growing organization which expands their business in all over the world. This
organization understands needs and requirements of business operations and functions with the
help of marketing concept. This is playing an important role in the organization to increase
business in different countries (Ashraf and Bhalla, 2018). This report is discussing about the
different roles and responsibilities of marketing. it will describe the functions of marketing in
Zara. It also differentiates between the planning and marketing mix process of organization.
TASK 1
P1. Role and responsibilities of marketing function
Marketing function is an important role of organization which is identifying the actual
part towards the business processes. Marketing process is helping organizations to promote their
good quality of products and services in marketplace (Sozinova and Fokina, 2015). Zara is a
leading organization which is providing the efficient quality of services for customer and also
provide the best quality of product. They also launch new products in the market according to
requirement of customers and clients. Marketing is using different planning processes such as
market research, financial , sales related support, distribution system, etc.
Main objective of marketing functional is to support the organization in achieving their
goals and objectives. It also assists the organization towards fostering growth and development.
There are various roles played in Zara towards the success and development. Main aim of Zara is
to increase the productivity and profitability in marketplace (Chang and Lu, 2015). It also
increases their value in the international market to gain loyalty of their customers. There are
important roles and responsibilities of marketing function discussed as follows:
Gathering and analysing market information: - Marketing research is playing an
important role in the business development to plan an effective strategy according to demands
and requirements of customers. This strategy is very helpful for the growth and development.
1

The main role of marketing function is to assist customers to buy product and these business is
to develop a new product and it will increase brand value in front of the customers. This is an
essential part to provide the correct data and information to their customers. Most of the
customers get attracted towards their services and products because Zara always launch a new
product according to the needs of customers (Siu, 2015). This is very helpful to increase the
profitability in marketplace. Marketing research is the term which interchanged the marketing
research and it also concerns about business process. This organization analyses the entire
business strategy and recognised the needs and requirements of business development process.
Market planning: this Marketing function play a most important role which is most
essential for organization because Zara always provide new product’s information with the help
of technology. It is a leading organization which is based on technology so that it is very easy for
customer to get attracts towards the goods and services. Marketing team coordinates with other
departments such as production team which designs an effective product that is helpful for the
business development (Coppens and Hoekman, 2017). Marketing process is responsible to
launch a new product and provide the information in international market.
Customer service- Customer service is an important part of organization which is helping
customers to give the details and solve the information regarding the product delivery, purchased
information, etc. Zara is a leading brand which has specific service towards the customers. They
provide an effective package services to their customers in order to attract all the clients towards
their products and services. They design an effective logos and considered as a nature and
buying the customer behaviour.
Promotions- Marketing is the best approach to launch an effective product in
marketplace. According to Zara, it is important to choose the best quality of services promoting
their product and services in marketplace. It will generate the brand value and general awareness
for the organization. Promotion is to share the details and information of particular product in
front of the customer. The main function is to provide the correct information which is required
for customer.
Sales- This marketing functional role of marketing helps to growth and development, the
marketing team is developing an effective strategy for increasing their sales and productivity in
marketplace. This is also helpful for identifying the gap between opportunity of business and
2

variety of products. Sales team is provide the best quality of services to customer in proper
manner.
Public relation- This is important for organization to support the organization to develop
the best products and it also maintains the relationship in between supplier and consumers. They
provide the best quality of services to clients. A good relationship is very important for
organization. According to Zara, they also maintain relationship with clients and employees.
They provide suitable services to their customers and also develop a strong relationship with
consumers.
Product designing and development : This makes the best approachable target plan in
order to achieve the best performing goals or arrange ideas of goals. Product designing play an
important role in the product selling. This helps to attract number of customers and reduce the
chances of happens to be weak and unattractive.
Standardisation and Grading : in this function marketing manager is responsible for
determining the standard regarding size, quality, design, weight, colour of raw material to be
used etc.
P2. Roles and responsibilities of marketing at Zara
Marketing is a crucial part of organization to manage the entire management system like
Zara. It is very important for organization to plan an effective marketing strategy to promote
their services and products. This is the best technique to gain the better market value in the
marketplace. Zara is a leading organization which is providing the best quality of products and
also, launch a new product in market. Marketing and sales team influence to increase
profitability in the marketplace. Main objective of this organization is to increase sales and
productivity. Marketing strategy builds a strong relationship with the other team members to
achieve their goals and targets. This is very helpful for identifying the requirements and needs of
customers. There are various important roles and responsibilities of marketing at ZARA like:
Making Strategy- Marketing team will make an effective strategy for increasing the
productivity and profitability in marketplace. This strategy is helpful for organization to enhance
the business across the world. It is necessary for company to measure important information
which is required for the business development (da Silva and Las, 2017). Marketing strategy is
3

important for organization to identify the market position. it will increase the number of
customers because of an effective strategy and planning. Zara is also responsible to manage
business operations with the help of planning. Sometimes, it is needed to modify in the functions
and its operations. This organization uses suitable resources to develop an effective product in
the market. Most of the customers attract towards their brand value Therefore, it is very
important for organization to increase their brand image and market positions.
Market research- The marketing team of ZARA will organize a different market
research which is helpful for innovate idea towards the growth and development. Market
research is very helpful for identifying the need and requirement of business development. In this
way, it is easily determined the weakness and strength of organization. The changes are required
for every organization for growth and development. Zara is the fastest growing organization with
maintaining a strong brand image in market. They always change their business style to perform
different tasks for development. This research area will allow the company to change the
business process and also put some innovative ideas towards growth and development. This
organization will use different innovative ideas to increase their productivity and on the other
hand, it also measures the competitors that also affected business in marketplace. It is very
important for organization use to making an efficient report to analyse the benefits of
organization. This is very important part of company to handle all the business operations and
functions effectively and efficiently.
Product Development- According to Zara, it is very important to analyse the market
trends and value. Marketing team coordinates with the production department to develop an
efficient product that is helpful for the organization and personnel. This organization designs an
effective product in which it will meet to all requirement of business operations. Zara is launch
suitable product for customer that is helpful for increase the productivity and profitability. The
customer demand is increase. This organization is focus on enhance the business all around the
world. It provide the quality of product and services in marketplace.
Communication- Communication is the best process to play an important role to manage
the entire business operations and functions. Marketing team is provide the entire detail of
product to the consumers They coordinating with the other departments such as marketing team
and production department to provide the important information which is required for business
development process (Dangelico and Vocalelli, 2017). Communication is the best medium to
4

share the best information and knowledge. Zara has specific team to manage the entire business
in a proper manner. They provide the facilitates and services to their customer by online
channels. This organization is making own channel that is helpful to identify the opinions of
customers towards products and services. There are a variety of mediums to promote their
product such as social media platform, print and TV commercial have better innovative idea
which is implemented in the development process.
Maintain the sales- This is an important part of organization to manage the entire
business process effectively and efficiently. Marketing team of Zara is suitable for identifying
the best quality of products and services. According to Zara, they will develop and launch the
best quality of products. This organization has generated a different program and many other
platform such as the social media campaign and it also provides many offers such as coupon,
vouchers and discount on particular product. This is an important part to maintain the sales team.
Distribution channel.
TASK 2
P3 : Marketing Mix of Zara
5

(Source: Marketing Mix, 2017)
Marketing mix is essential for company to easily identify the marketing function which is
required to identify needs and requirements of business and customers. For growth and
development, It will understand the correct strategy which is putting at right time. this element is
helpful for using different tools and platform to plans an effective strategy for achievement and
targets (Lock, 2016.). Zara is a leading brand and it is also using different approaches to increase
their productivity and profitability in marketplace. With the help of approaches, most of the
customers get attracted towards products and services. They mainly focus on promoting their
products an effective way. Marketing mix 7P's includes different planning which is discussed as
following:
Basis Zara H&M
Product- This is the main element of
marketing to promote the
On the contrary, H&M is the
most trusted brand and has a
6
Illustration 1: 7Ps of Marketing Mix

product which is required for
the business development.
Marketing mix is theory to
produce the best quality of
products and also, to identify
the needs of customers (Fan
and Zhao, 2015). Zara is
providing the best quality of
product and services and the
customer also satisfy to their
services. This organization is
focus on to manufacture the
product for customer and also
fulfil the need of consumers.
In this way, this organization
is increase their productivity
and sales in marketplace.
minimum of two thousands,
seven hundred and eighty-six
merchandises under its
portfolio. The core range of
products under the fashion
market shirts, undergarments,
jackets, jewelry, shoes, purses
and t-shirts. H&M is the
biggest season. This is the
biggest competitor of Zara
who compete with higher
growth.
Price- This is helpful for organization
to provide the best product at
reasonable price. They provide
the best quality of services and
product in the marketplace.
The effective product service
is useful for organization to
increase their market value.
Zara provides the product and
services in proper manner.
There are many store available
all over the world. They have
special kind of platform like
website to order any type of
H&M sell their product or
services at high premium
prices with high level of
quality as well. As compare to
Zara H&M offers wide or
different types of products or
services. On an average H&M
products are prices at $25
whereas that of Zara are $45.
7

product with the help of online
website. this is the best
platform to access the website
and look out all the important
information and details of
product. In this way, it also
compares the same product
with different e-commerce
website.
Place- It is important for customers
to easily determine the
product’s detail and
information. it will make sure
that the organization provide
the best quality of product and
services in marketplace (Finne
and Grönroos, 2017). There
are various stores available in
different locations therefore, it
is very beneficial for
customers to find the best
product nearby store. Zara has
multiple stores in United
Kingdom and also have online
website to easily buy the
product. Website is the best
platform to easily purchase the
product.
H&M sells its products are
available in exclusive stores.
In some countries they given
franchise to some other
businesses.
Promotion- For promotions, there are
different tools and platforms
H&M adopts multiple range of
promotional strategies,
8

available to promote their
products with the help of tools.
This includes such as social
media marketing, telephone
selling, sales and promotion,
advertisement, etc. There are
important tools useful for
sharing the information to
customers. Zara provides the
impressive marketing strategy
and planning to increase the
productivity and profitability
in marketplace. This is the best
way to promote their products
and increase productivity and
sales in global market They
launching a new product time
to time for growth and
development.
segments, it uses multi-channel
promotional strategy in its
marketing mix. They also
promote their skills and
thoughts into more specific
manner. Wherever it also helps
to keep the promotional
strategies more effective. They
also offer promo codes and
discounts for their customers.
People- Zara depends upon the
employee and their working
style which is playing
important role in the
organization (Raynard, 2017).
This organization is managed
the front staff by manager that
is all the responsibility to
manage the business
operations and functions.
Employee of Zara is putting
In terms of employee
performance they trained their
employees into most
productive manner. H&M
employees are motivated and
well dressed.
9

innovative ideas towards the
product development and
launch the best quality of
product in marketplace. The
main objective of organization
to achieve their goals and
objectives. This organization
has hired the efficient people
who has capability to increase
the business level from the top
level.
Process- Customer attract towards the
services and delivery of
product. It is necessary for
Zara to provide the product
delivery on time because it is
very impressive things that are
helpful for customer to easily
provide the products. It also
improves the shopping
experience towards this brand.
Zara always focus to provide
the best quality of service to
their customer. It also
maintains the relationship with
the customer and employee.
In order to provide the best
productive process, company
provides the best productive
training to their employees
better performance. This
provides best product
outcomes.
Physical Evidence Physical evidence is require
for organization to provide the
evidence regarding the product
details, purchased information
H&M stores are appropriately
lit with great ambiance and
humble staff. The apparel is
arranged to have a decent look
10

slip etc. the organization
provide the physical evidence
of product that is purchased by
customer.
which appeals to the
customers.
TASK 3
P4. Evaluating and producing a basic marketing plan for Zara
Marketing is the most important part for Zara to determine the actual goals and targets. It
is very important part that the customer must happy with the services of organization. Zara is a
leading brand and they provide the best quality of product in marketplace. This organization is
planning an effective strategy and marketing plan to increase the competition in marketplace.
This strategy is helpful for achieving their objective and goals. The customer is selected the best
quality of product so that it is important for Zara to developing the product according to the
requirement of customers (Iacobucci and Kardes, 2015). Marketing plan is identify the
performance of employee and also reach to the target. This is also helpful for improving the
success of company.
Executive summary- this is important approach to identify the entire marketing plan in
the business summary. This summary is collect the information of each and every stage of
business development process. It also easily create the marketing plan like advertisement,
marketing tool and technology is playing important role in the business development.
Target customer- Zara always focus on the customer to provide the facilitates and
services according to the demand of consumers. This organization is store all the information
like gender and age etc. they developing the product and how much age is the customer to set up
the targets. This organization is assists the customer to provide the best quality of advertising of
the product and giving all the important information in front of customers.
Positioning and pricing strategy- For making an effective planning helpful for clear the
positioning and price of product in marketplace. Price is very important for customer and most of
the people attract because of their reasonable price. According to Zara, they provide the efficient
quality of services to increase their productivity and profitability in marketplace. Sometimes,
Low price is negative affect to the customer and they do not buy the product on cheap price or
11

reasonable rate. Product price is supportive to customer to buy the product. This price has
changed their image because according to the market situation it is important to change their
price achieve their goals and targets.
Effective advertising- Advertisement is important platform to play specific role in the
business development process and it also creates an effective strategy to fulfil the goals and
targets. Marketing plan is establish before, distribution of product. The customer know about the
product and services. This process is add some important features such as newspapers, television,
social media marketing etc (Jain, 2016) this is the best platform to promote their product in
marketplace. Zara is a leading brand to promote their product and they have many customers to
buy the product An effective advertisement is helpful to increase the brand value as well as brand
image.
Distribution plan- Distributed plan must be clear and proper to achieve their goals and
targets. It is the most important for organization that how they serve the product in front of
customer. This is the most important to sell the product by online method and distribute the
product by retailers. It must be ensured that the process applied in the product distribution in the
global marketplace. According to Zara, this distribution plan is help for achieving the goals and
objectives. This is very important part of organization to increase their productivity and
profitability in market (Singh, 2018). It will distribute plans according to the requirement of
business and customer. The customer demand change time to time because market value change
as well as trends. This plan is helpful for customer to reach the product without any efforts.
PESTLE
Political : Zara popularity has kept growing during the past few times. The major impact
that company generally faced is financial crises. Each country has their own prospectus to handle
the business functions. Not all allow relying on foreign direct investment.
Economical : The level of economic performance activity in any nation or market also
has a major effect on how businesses are going to do there. Economy is always critical factor in
terms of business. So, even if the economic activity declines and people are cost cutting etc. this
makes the most effective performance.
Social : social factor is the another most affected factor to company. Business has to
stand divorced from the society (Fan, Lau and Zhao, 2015). They have to work according to
customer needs and wants. Company requires investing in social activities. Culture factors of
12

society influenced buying decisions. People generally prefer buying things connected with their
culture.
Technological : Technology is the another factor that changes innovation or creativity
level. It supports, communicate, or supply chain. Zara applying digital technology that helps
them to motivate in effective manner. The use of data has reached an unprecedented level. In
2014 Zara partnered with Toyota for the application of JIT and lean facilities.
Legal : Legal factors affect the business goals or activities if company fails to apply legal
factors. There are several laws that businesses are required to comply with. Legal compliances is
the most crucial for company security (Finne and Grönroos, 2017).
Environmental: this factor relates to the sustainability level. Zara has to ensure that they
need to elimination of all kinds of hazardous waste always been worthwhile.
SWOT
Strength
 Zara has more than 2000 store outlets at
across the world
 Zara is a well known established brand
 Apart from clothing segments, they
also trendy in handbags, shows etc.
 Strong online base and offers E
commerce platforms makes Zara more
popular.
Weaknesses
 Limited marketing approach as
compare to other brands
 High level of competition level is
consisted.

Opportunity
 There are more global markets which
Zara can explore its functional tasks.
 Online marketing and e commerce is
gaining importance which can be
tapped by Zara.
Threats
 Uncertain future trends or customer
demands.
 Fake limitations can decline
 Large number of customer switching
possibilities.
From the above stated SWOT, Pestle analysis or other elementary important term of
making marketing plan is most fruitful for the company to make budget. This helps to identify
13

that company needs to invest in which set of specific area for its further development process.
Here are presenting budget for company under which all income or expenditure has mentioned.
14

Budget Income and Expenditure Statement
Income In Euros Expenses In Euros
Salary 456 Mortgage /Rent 800
Interest income 164 Insurance premium 500
Dividends 596 Electricity 475
Refund 500 Phone 257
Rent Income 700 Internet 450
Pensions 152 Appliances 143
Other Income 753 Wages salary 650
Total Income 3321 Total Expenditure 3275
From the basis of above budget plan, Zara get better resourceful planning and make good
profit ratio as per the need or requirement. This also helps to take care of better services or goals.
In order to follow budget plan. Company needs to analyze all marketing essential plan through
company analyze the actual position of the market.
15

CONCLUSION
This report is discussed about the role and responsibility of marketing in the organization.
Marketing is the best process which is applicable in promoting their product in the global market.
This report is discussed about the Most popular brand is Zara and they have provided the best
quality of services and product in marketplace. The 7Ps marketing mix is compare to another
business operations and functions to achieve their goals and objective. Marketing is a responsible
process to handle all the product details and informations effectively and efficiently. This report
is described the Function of marketing in the Zara organization. It also comparison between the
planning and marketing mix process of organization.
16

REFERENCES
Books and Journals:
Ashraf, T. and Bhalla, A.S., 2018. Marketing Mix Strategies: A Case Study of Jammu &
Kashmir Cements Ltd. ZENITH International Journal of Business Economics &
Management Research, 8(3), pp.96-105.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-782.
Coppens, D., de Wilde, S., Guchelaar, H., De Bruin, M., Leufkens, H., Meij, P. and Hoekman, J.,
2017. Decision-making for marketing approval of cell and gene based therapy products in
the European Union, United States and Canada. Cytotherapy, 19(5), pp.S84-S85.
da Silva, E.C. and Las Casas, A.L., 2017. Sports Marketing Plan: An Alternative Framework for
Sports Club. International Journal of Marketing Studies, 9(4), p.15.
Dangelico, R.M. and Vocalelli, D., 2017. “Green Marketing”: an analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner
Production, 165, pp.1263-1279.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Iacobucci, D., Popovich, D.L., Bakamitsos, G.A., Posavac, S.S. and Kardes, F.R., 2015. Three
Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits,
Mean-Centering, and Mediation Analysis. Foundations and Trends® in Marketing, 9(2),
pp.83-174.
Jain, B., 2016. Relationship marketing through social networking sites; why relationship
marketing is essential for growing one's user base. ACADEMICIA: An International
Multidisciplinary Research Journal, 6(4), pp.264-271.
Lock, J.R., 2016. In‐House Marketing Communications That Foster Success. Bull's‐Eye! The
Ultimate How‐To Marketing & Sales Guide for CPAs, pp.379-389.
Raynard, M., 2017. Understanding Academic E-books through the diffusion of innovations
theory as a basis for developing effective marketing and educational strategies. The
Journal of Academic Librarianship, 43(1), pp.82-86.
17

Singh, S.K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
Simplified Tax System: Challenges and Remedies, 1(1), pp.390-349.
Siu, N.Y.M., 2015. Marketing Orientation: Its Perception Within the Further Education in the
UK. In Proceedings of the 1997 World Marketing Congress (pp. 602-605). Springer,
Cham.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social
Sciences, 6(4), p.139.
Online:
Marketing Mix 7Ps [Online]. Available through:
<http://seofiles.s3.amazonaws.com/seo/media/uploads/2017/01/20/unit-2-marketing-
essentials-assignment-solution3.JPG >.
18