Zara Marketing Essentials PDF

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Marketing Essential

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Table of Contents Task: 1.................................................................................................................................................................. Introduction.......................................................................................................................................................... Conclusion............................................................................................................................................................ References ........................................................................................................................................................... Appendix..............................................................................................................................................................

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Task: 1

Introduction Market determines the supply and demand of products. In order to survive in a competitive market, organisation uses different marketing functions, which is essential to deliver profitable outcome to the company. Therefore, Zara, which is a leading luxurious brand, applies these key roles of marketing functions to increase its productivity. Explain the role of marketing and how it interrelates with other functional units of an organisation The different marketing roles which the organisation applies to improve its market presence are: Market research: Market research is the key criteria to be considered before implementing. The knowledge about the products details in the market can be understood by performing effective research (O’Keeffe et al., 2016). The demand of the consumers can be analysed so that supply chain of the organisation can be managed. In case the management of Zara perform effective market result, they will be able to differentiate between the consumers demand and their supply chain. Potential consumers’ preference regarding the goods can be acknowledged which will help the organisation to maintain its variety of products line and cut down increase in stocks. Product management: Product management includes managing the quality of products and also the supply chain in the market. As per Baker (2016), people are more attracted towards quality products. In case the quality of the product is appropriate to meet the consumers preference the demand for goods increases in market. Therefore, Zara can focus on improving its product quality to improve its product line to meet consumers preferences. Promotional channels: There are different ways organisation uses to promote its product in the market. The different promotional activities include through online advertisement method, by personal selling (Goworek et al., 2016). Advertisement can attract customers attention to purchase the products. Attractive ways through which advertisements are made needs to be applied by the organisation so that more wide range of customers get attracted and purchase the products. Sales and discounts provided by Zara is an effective measure to

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gain customers attention. In this case people prefer to buy products which are on discount, this facility provides psychological benefits to the customers by purchasing the products. Marketing planning: Planning make the execution of task in an effective way. Planning the process through which marketing strategies, needs to be implemented must be done or sketched before to get an idea of time allocation needed to execute the task (Liu et al., 2015). Market planning enables the organisation to get knowledge about the budget scenario which can be incurred by the company. In the case of Zara, the management of the company can make effective planning of time and budget to launch new products in the market. Effective planning of stock management needs to be done so that efficient production can be made to save current production. Customers support services: Customers support system enables ways to the customers through which they can solve any query related to the product (Cacciolatti and Lee, 2016). In this feedback can be obtained about the products due to which organisation can know about customers preferences. Explain how the key roles and responsibilities of the marketing function relate to the wider organisational context. Market research can enable effective demand and consumers preferences which the organisation can analyse to make effective supply chain. This can improve the product quality so as to meet customers support. The promotional activities through advertisement can make awareness among the people. The facility can create more demand for product in the UK market. The sales of the product will increase generating high profit to Zara. The customers support facility can make acknowledgement regarding consumers’ doubts and queries related to product. This makes the organisation to focus on its quality so that the preferences of customers can be met. The quality products provided to the consumers can create high demand and high purchase to increase the profits of Zara. Analyse the roles and responsibilities of marketing in the context of the marketing environment. The major responsibility of the organisation is to meet the customers need (Balmer, 2017). Zara focuses on providing quality products. The organisation emphasise on cutting down waste production by managing its productivity. The market demand can be met in case the organsion focus of providing effective quality of products. It is the responsibility of the 4

organisation to make attractive packaging system to attract more customers to increase its sales in the market. The customer support system of Zara need to be energetic in providing effective solutions to the customers to meet their questions. This will generate trust among the consumers towards the product. More customers will in return purchase products from Zara and increase the sale of products. Analyse the significance of interrelationships between marketing and other functional units of an organisation. The customer's needs and preferences, promotional activities are interlinked with the success of other functional unit of organisation. Supply chain of the products can be increased in case the customers are satisfied with the product. As it is known that Zara is leading luxury brand it focuses mainly on maintaining its brand values. Supply increase in supply chain can incur high productivity and high profit to the company. Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation. In the case of Zara, it is seen that it does not invest more on its advertisement facility. This can be a disadvantage for the organisation as most of the customers can be left unaware regarding the new product. The management of the company focuses on producing less wastage and cutting down the cost for the waste in raw material. This cost can be valuable in investing for the future. Therefore, Zara performs investment in launching new products and expanding its branches by cutting down waste of production. On the other hand, lack of advertisement can hamper its product line. Less consumers will be able to consume its product which can lead to loss.

Conclusion In this part the different roles and responsibilities of market functions has been performed. It is evident from the study that market research and promotional activities are important to know about the market. Customer service facility enables the customers to solve any doubt regarding products of Zara.

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References Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge. Balmer, J.M., 2017. Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship. European Journal of Marketing, 51(9/10), pp.1462-1471. Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), pp.5597-5610. Goworek, H., Perry, P. and Kent, A., 2016. The relationship between design and marketing in the fashion industry. Journal of Fashion Marketing and Management, 20(3). Liu, G., Eng, T.Y. and Takeda, S., 2015. An investigation of marketing capabilities and social enterprise performance in the UK and Japan. Entrepreneurship Theory and Practice, 39(2), pp.267-298. O’Keeffe, A., Ozuem, W. and Lancaster, G., 2016. Leadership marketing: an exploratory study. Journal of Strategic Marketing, 24(5), pp.418-443.

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