Zara Marketing Planning Assignment

26th May 2009

CIM MEMBER: 12886276
THE CHARTERED INSTITUTE OF
MARKETING (CIM)
PROFESSIONAL DIPLOMA IN
MARKETING
MARKETING PLANNING
ASSIGNMENT

2
EXECUTIVE SUMMARY

Zara is a clothing retailer who was established in 1975 in Galicia (north-west Spain)
and nowadays it has 1,530 stores spread across 72 countries worldwide, located in
major cities, by the end of January 2008. ZARA hasan affordable fashion positioning
which a design process closely linked to the public. Its target customers are a varied
kind of people with different income, gender, nationalities, cultures and age which are
willing to purchase fashion while quite sensitive to prices.
Zara‟s main competitors are global clothing retailers such as H&M, Mango, Gap, and
Benetton. Zara local competitors in Spainare Cortefiel and El Corte Inglés which also
sells clothing for men, women and children. (Further information about company on
appendix 1.1)

This plan has an internal and external analysis of ZARA environments and identifies
the segments and targets where the ZARA consumers are, and also identify the
positioning of ZARA in the mind of those customers.
After that there‟s a suggestion ofgrowing strategies for the company relating to new
product.

Nest item relates to the internal marketing audit and processes through an internal
audit followed by an explanation of the concept of the planning gap. Then will be
indicated the impact of gap analysis on operational marketing decisions within the
organization.

The last part relates to the area of branding and customerrelationships in terms of
significance and role of marketing an brand management. Then will be discuss various
ways in which the organization could maintain and manage the Brand.

3
INDEX
Task 1- Marketing Plan for a New Product --------------------------------------------I.
II.
III.
IV.
V.

VI.
VII.
VIII.

Role of the marketing plan in connection with the ZARA Spain‟s
philosophy--------------------------------------------------------------------------Role of marketing information and research in conducting and
analysing the marketing audit ---------------------------------------------------Marketing audit and discussion of key issues and their implications
for the plan ---------------------------------------------------- ---------------------Appropriate marketing objectives fornew product/service -------------Recommendations of segmentation, targeting and positioning
strategies within the marketing plan that are relevant to the new
product/service ---------------------------------------------------------------------Suggestions and justification of the most appropriate marketing mix
relevant to the new product/service-----------------------------------------Recommendations of marketing budgets for the mix decisions
included in the plan ----------------------------------------------------------------Recommendations of methods for evaluating and controlling the
marketing plan and budget ------------------------------------------------------

Task 2- Internal Marketing Audit and Gap Analysis ---------------------------------I.
II.
III.
IV.

Internalmarketing environment for the organisation through an
internal audit. -----------------------------------------------------------------------Critical appraisal of at least TWO processes/techniques used for
auditing the internal marketing environment for the organization ------Planning gap concept -------------------------------------------------------------Evaluation of the impact of gap analysison operational marketing
decisions within the organization ------------------------------------------------

Task 5- Branding --------------------------------------------------------------------------------I.
II.
III.
IV.

Explains the role and significance of branding for the organisation in
the context of academic theory. -----------------------------------------------Evaluates the...