The fundamental goal of any business or organization is to generate profit or added value for its owners. Every company sets certain goals that it tries to achieve. Certain principles, norms and rules of conduct are the basis for the achievement of set goals and the functioning of the system. The future of any company/organization or institution, in the conditions of increasing competition and globalization of the market, in the long term depends on the fundamental variable of the company's marketing, which is the product (whether it is a material product, service, idea) etc.). A corporation is a mechanism that allows different groups of people to contribute capital, expertise, and labor to maximize everyone's benefit. In and around the company there are many different interests, needs, wishes and requirements that have different characteristics and have a significant impact on the way the company operates. The most important purpose of the company is undoubtedly economic, and in order to achieve profit and satisfy the interests of all shareholders, the foundation for the development of the company must first be laid with a good marketing strategy. The ZARA store, which is part of the large corporation "Inditex", is an excellent example of how marketing is a prerequisite for successful corporate operations.