Zara's Marketing: Roles, Strategies, Mix, and Plan Evaluation

This report provides a comprehensive analysis of Zara's marketing strategies. It begins with an introduction to marketing's role in organizations, focusing on Zara's application of fast fashion and its impact on the company's growth. The report then delves into the essential roles and responsibilities of the marketing function, including market research, brand management, product development, promotion, and sales, and how these functions relate to the wider organizational context, including human resources, sales, finance, and research departments. The report also examines how Zara applies the marketing mix (7Ps) to achieve its business objectives and concludes with the development and evaluation of a basic marketing plan for Zara, assessing its potential effectiveness. The report emphasizes the importance of coordination between different departments to achieve organizational goals and objectives.

Marketing essential

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
The important roles and responsibilities of the marketing function...........................................3
Roles and responsibilities of marketing relate to the wider organisational context....................5
TASK 2............................................................................................................................................7
The ways in which different organisations apply the marketing mix to these marketing
planning process to achieve business objectives.........................................................................7
TASK 3............................................................................................................................................8
Produce and evaluate a basic marketing plan for an organisation..............................................8
CONCLUSION .............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..................................................................................................................12

INTRODUCTION
Marketing is a function of management in the organisation which helps to spread know-
how about the product among the customers(Pratama and Sumitra, 2019). Marketing is very
essential for every organisation as it helps them to promote the product and increase the
knowledge of customer about the product. It involves all those activities and functions in the
organisation which are related to the promotion of the product and services and includes
activities like advertisement, sales, after sales services, delivery of product to the customers and
more. This function of management also helps the company to establish brand image of the
company in the market. Zara SA is a clothing company which was established in A Coruna,
Galicia, Spain and then expand in very great speed. The company is very best known for its
specialization in products and adaption of fast fashion. This report contains the role of marketing
in the growth of ZARA . Marketing is interrelated with various functional units in the
organisation. ZARA used elements of 7P's to attain business goals . This report also contain a
basic marketing plan for Zara to promote their products with an evaluation of that marketing plan
about the usefulness in the organisation.
TASK 1
The important roles and responsibilities of the marketing function.
Marketing is an activity which is used by organisation to increase awareness about the product in
the market. It is not limited to the extend of marketing only it includes several other things for
good marketing of the products and services offered (O'Shaughnessy, 2017). It includes all the
acts which pull in customers to purchase the product or avail services offered by the
organisation. ZARA also uses various marketing techniques to promote the products and services
offered by the organisation to gain competitive advantage in the market. Marketing is used to
achieve set goals and objectives related to the sales to be made in the public. It is not only
fulfilled from advertisement but also include a proper steps and functions to be followed by the
organisation. The first step of the marketing function is to assess the need of customers in the
market and select the target customers for the product and services of the organisation. After
assessing the needs strategy of marketing mix are used to ascertain the way to promote the
product effectively. After all these ascertainment. Finally the plan needs to be executed to
approach maximum customers in the market and also improve range of target customers. Hence

there are several roles and responsibilities which are played by marketing manager in the
organisation in spite of just advertising the product. ZARA also a strong marketing department
for the company which helps them to become an established brand (Syaglova and Mojsovska
Salamovska, 2019). They have representatives in their stores who focuses on the feedback of
customers about the stock ogf the store. The functions which are performed by marketing
department of the organisation are given below:
Market Research: Market Research is very essential function to be performed in every
organisation. It helps the organisation to know the taste and preferences of the customers in the
market. In this competitive era it became essential for every company to assess the needs of
customers in the deep manner. In case of ZARA, the marketing team of ZARA is deeply involve
in the r3esearch of market and that is the reason ZARA is very well known for the fast adaptation
of fashion in the organisation. The marketing department of Zara research about the trending
designs and patterns in the fashion industry and convert it in the stock in 3to 5 days only. As
ZARA gets a popularity as a brand it has increase its stores in the world which increase the
research of market as it is different for each and every locality it is established in.
Brand Management: It is said that it is not enough to get a brand image in the market.
Company needs manage that brand in the market to improve the value of products and services
offered by the organisations. It uses various techniques to manage the brand of the organisation.
In respect of ZARA, the marketing department manages the brand position of the company in
effective and efficient manner. As ZARA has a good brand position all over the world and well
known for its product in the market which helps them to attract more and more customers
towards the products offered by the organisation (Dagumboy, 2019).
Product Development: It is essential for an organisation to regularly develop its product
and services according to the needs and wants of the customers in the market. It involves both
that is innovation in existing product as well as development of new product for the customers.
This helps the company to be more famous as a brand in the market as customers needs
innovative products in every industry. It helps the business organisation to be forward and not
outdated in terms of its product and services. ZARA is a store who changes their stock every
week and provide new and innovative designs to their customers. It only helps the organisation
to offer new products to the customers but also increase visit of their customers to the store to
check the new stock of brand like ZARA.

Promotion: Promotion is a process which is used by the organisation to increase
awareness of the product and services in their customers. Marketing department of organisations
spread the information about the product in this step (Hofacker, 2018). In case of ZARA, they do
not need ton promote their products as they are already visited by their loyal customers on
regular basis. But to promote their products the store provides a personal message method to
promote new stock and sale in the ZARA. It also uses social media to attract ore and more
youngsters towards their apparel and other accessories.
Selling: Selling and marketing are interrelated functions of organisation which are
complementary to each other. In order to sell the products of an organisation it is essential for
organisation to effective use of marketing activities. In case of ZARA, the advertisement and
promot6ionj on social media help the organisation to increase their sales and increase customer
base of the organisation. Along with this the ZARA has established a strong brand image in the
market which also helps the company to increase the sales of their product and services. ZARA
also uses mouth to mouth publicity which helps the store to increase their customers.
Roles and responsibilities of marketing relate to the wider organisational context.
The discussion above clears the importance of marketing in every organisation. With the
marketing department other functions of the organisation also helps to operate effectively in the
organisation. It is very necessary for the management of an organisation to establish coordination
between various departments of the organisation in order to achieve desired goals and objectives
of the organisation (Roberts-Lombard and Reynolds-De Bruin, 2017). Marketing is a single
department but it is connected with other departments also which are given below in detail:
Marketing and HR: Human resource department is responsible to recruit right talent for
the right position in the organisation. It is duty of the HR manager to recruit the skilled and hard
working employee for the organisation. The human resource required in the marketing
department are also assigned by Human resource department in the organisation. In case of
ZARA, marketing team is selected and trained in such a way that they have good observation of
the customers feedback collected at store of ZARA. They are liable to assess the need of
marketing department and recruit the staff accordingly. This needs a proper coordination
between both the departments.
Marketing and Sales: Marketing and sales department are interlinked with each other.
The more efficiently marketing department complete their duties, the more efficiently sales

department will complete their target. Marketing is also depend on the sales department as the
sales executive are in front of customers and they need to treat them in better and efficient
manner. That treatment attracts mouth mouth publicity. In case of Zara, they have a better
coordination between both the departments and provide a good results to the company (Phiri and
Ng’andwe, 2019).
Marketing and Finance: Finance is very essential for the success of every company. It
helps to set both long as well as short term goals of the organisation. This department is
responsible to arrange finance from the various sources available from the market. Marketing
department work to reach maximum possible customer of the market and provide 5them
knowledge regarding the product. In order to fulfil this duty they need finance as everything
needs money to accomplish the work. Advertising requires huge amount of finance in order to
promote the product or services of the business organisation. In case of ZARA, the company is a
huge brand and involve in great marketing techniques which requires a good amount of money in
order to market the product and services of the products. Finance department first check the plan
provided by marketing department and approve that to provide them finance for the same. For
this purpose both the departments needs better coordination between them. Marketing
department should not overuse the financial resources of the organisation and finance department
should not under issue the finance to the marketing department as both functions are important
for the organisation ( DiMarco, 2017).
Marketing and Research: It is very essential for the organisation to conduct research of
the market in order to sustain in the market. Research department plays a crucial role in the
organisation. It helps to assess the needs, wants, taste and preference of the customers and also
the report of the product offered by the organisation. Research is an ongoing process and also
affects the marketing of the product. It is also linked with the marketing department as marketing
department also required research on the method of marketing which are in trend in the market.
In case of Zara, the research department is responsible to assess the latest trend and fashion in the
market to develop products accordingly. The product which is developed according to needs and
wants of the customers helps marketing department in marketing of products and services in
efficient and effective manner.
Hence, from all of the above it is observed that all the departments of the organisation
help them to accomplish organisational objectives and goals. It is required to establish a good

coordination among all the departments in order to attain the objective in timely manner (Batat,
2019).
TASK 2
The ways in which different organisations apply the marketing mix to these marketing planning
process to achieve business objectives.
There are various techniques which are used by the organisation in order to achieve their
objectives of marketing in the market. There are 4P's which helps the organisation in defining the
problems of operations in the organisation and identify its impact on the company. These 4P's
are collectively known as marketing Mix. There are various companies which uses the elements
of marketing mix in different manner and marketing mix of ZARA and Marks and Spencer is
given below:
ELEMENTS OF
MARKETING MIX
ZARA Marks & Spencer
Product
ZARA offers products which
are trend of the market. It is
well known for the fast
adaptability of fashion in their
products attain opportunity to
cover large area of market. It
offers wide range of products in
the market for both men and
women (Oladejo, 2019).
In comparison to ZARA, M&S
has a fresh fashion in their
stores but adapted late the
recent trends of the market in
their products and services.
Marks and Spencer offers wide
range of products in the
market.
Price
ZARA provides its products at
reasonable prices and customers
find it affordable. Mostly
ZARA has premium pricing
strategy.
As the company offers wide
range of products in the
market, convenience and
quality of product offered by
them creates value to the
money to the customers.
ZARA operates in several parts M&S has its presence in over

Place
of the world and present in over
30 different countries of the
world. Also they offer their
products online which provides
them more customer base.
15 countries and operates from
979 outlets all over the world
which ensures good
availability of its product to
their customers.
Promotion
ZARA works on the policy of
“Zero investment in marketing”.
ZARA like to invest their
money in opening new store
instead of investing in
marketing.
M&S consider full-on
marketing policies and utilize
every possible tool (Ismail,
2018).
TASK 3
Produce and evaluate a basic marketing plan for an organisation.
Marketing planning define about the promotion planning of the organisation, where the
organisation stands and what are plan of actions which is required and uses by the organisation in
order to develop and grow in the market for gaining more success. Amended market plans show
and represent the opinion and thoughts to their customers and to their clients. A very simple and
better marketing plan identify the strategies, plan of actions for making the successful and
effective selling proposal . The marketplace planning is identified and evaluate when the
research is completed by the investigator. A proper planned and effective marketing strategies
defines the ways so that an organisation can evaluate and analyse the aims and objectives.
in respect of ZARA, the company has good brand image and fast fashion adaptability.
The company ZARA is working in the sustainability of clothes offered by the company where
the consumers will get better products and services from the organisation ( Kassel, Melton and
Morrison, 2017). The marketing plan for this is provided below:
Executive Summary:
The plan gives a knowledge about the sustainability of products of ZARA which helps
the customer to get better experience from the company. This will provide the customers a a
good quality of product which helps them to get upgraded to fashion and sustainable products at
the same time. Sustainable clothes provide them comfortable experience and can be long used by
the customers which will increase trust and customers for the company.

Strategic Objectives:
These objectives are connected with ZARA that are described below::
 Increase the target customers of the company after the product launching.
 ZARA is planning to raise their productivity rate by 5% .
 ZARA also planning to increase the consumer preservation rate by 20%
Offerings:
The company was providing wide range of products and services to their customers from
their stores in different location and from online sources as well. In recent times ZARA is
planning to provide for new options in products and choose the preference of their customers in
accordance with that (Boozalis and Patel, 2018).
Target Market:
Group of potential customers with whom company wants to deals and sell their products
and services to them is considered as target market. It is very important for ZARA to ascertain
the target market of their products and services offered by them in order to develop an effective
marketing plan for the organisation. In order to segment market in various parts STP is which is
explained below in detail in context of ZARA:
Segmentation: Segmentation refers to the process of separating the different people in
homogeneous groups. They can be divided in segments like:
Geographical: In this type of segmentation the customers are segmented on the basis of their
geographical area and for this marketing plan customers are segmented on the basis of their store
area.
Demographical: In this kind of segmentation the customers are segmented on the basis of
demographic feature of the customers like gender, age and many more. In this case the
segmentation is done on the basis of age of customers.
Targeting: After customers are segmented then it is selected that which group is to target
in this plan of marketing. In the present scenario, ZARA will target the people of teenager group.
Positioning: It is the process of establishing a image for the products and services
offered by the organisation to their customers. ZARA is working for the sustainability of its
product where individual can get good quality of product from the company.
SWOT Analysis:

Swot analysis is utilized to determine the internal factors of the organization like strength,
weakness, opportunities and threats. So here are the SWOT analysis of ZARA :
Strengths
 ZARA provides wide range of products
to its customers.
 ZARA has a good brand value in the
market with strong presence in the
market.
Weaknesses
 ZARA has a generalised collection
which sometimes disappoint their
customers.
 ZARA has lack of advertising in the
market.
Opportunities
 ZARA has the opportunity to earn from
making its product available online.
 Expansion of market in fashion
industry is also an opportunity for
ZARA to expand their products and
services.
Threats
 Low advertising is biggest threat for the
company.
 Competition in the market is also
become a threat for the company.
Marketing Budget:
PARTICULARS I II III IV V
Start-Up Capital 55000 12000 14400 14000 14140
Investment 45000 8000 6000 5565 8736
TOTAL 90000 1800 17950 17495 25776
MARKETING
OUTLAY
Marketing 6500 7800 6900 12700 13660
Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Monitoring:
It is very essential to analyse what is going on and what is required to do. There are
various methods in order to monitor the marketing plan of the organisation. One of these
methods is Key Performance Indicators (KPI). The general indicators in case of ZARA is its

customer handling technique, profitability and fast adaptation of fashion in the organisation
( Kolmakova, 2017).
CONCLUSION
From all the above discussion it is concluded that marketing is an essential function of
any organisation for the growth and success of the organisation. It is through marketing only that
the company is able to attract more and more customers to the organisation. It also helps the
organisation to establish a brand image for the products and services in the market. In respect of
ZARA, the company has a good marketing techniques and that is the reason it has a good brand
image in the market. Marketing helps ZARA to establish its product and services in the mind of
their customers.

REFERNCES:
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