Assignment on Marketing - Communications Situation Analysis

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author note

MARKETING
1
Table of Contents
1. Executive Summary...............................................................................................................2
2. Communications Situation Analysis......................................................................................3
Competitor Analysis...............................................................................................................3
Consumer Analysis................................................................................................................4
Market Analysis.....................................................................................................................5
Product Analysis....................................................................................................................5
Communication Analysis.......................................................................................................5
3. Target Market Profile.............................................................................................................6
4. Objectives...............................................................................................................................7
5. Integrated Marketing Communications Strategy...................................................................7
Conclusion..................................................................................................................................9
References................................................................................................................................10

MARKETING
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1. Executive Summary
The report throws light in analysing the situation analysis of Marks and Spencer
Brand which is based in United Kingdom. With the help of the external and internal
environment analysis, the different kinds of aspects need to be analyzed which will be helpful
for understanding the target market as well as objectives which needs to be achieved by the
company in competitive market. Lastly, the integrated marketing communication strategy
needs the proper analysis which will be capable of IMC plan that needs to be adopted for
improving the status of the company as a whole.

MARKETING
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2. Communications Situation Analysis
Competitor Analysis
As per the help of competitor analysis, the three competitors of the company Marks
and Spencer include the following:
Name of the Competitors Basis for their Positioning Impact of Positioning in
Existing communication
strategy
ZARA The way of positioning is that
the company is capable of
selling most unique design of
clothes and it mainly used the
usage-based positioning for
highlighting their customer
centric approach for
satisfying changing and
trending needs of customers
successfully (Wensley 2016)
Usage based positioning is
helpful for communicating
through the products towards
the customers regarding the
quality of the products
successfully (Weerawardena
2018)
MACY’s The company mainly
positions themselves as the
brand which mainly focuses
on the quality and price both
which is high and it targets
only specific group of
Usage based positioning
helps them in communicating
unique benefits of products
as well as services and the
goal is regarding highlighting
the powerful attributes such