Evaluate the Macro Environment and its Impact on Marketing Planning

Assessment 2

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Evaluate the macro environment and its impact on marketing planning....................................1
Implication of marketing planning tool to create marketing plan ..............................................4
Development of marketing mix ................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The concept of marketing is one of the essential business function in every organisation
as it help them to enlarge its sales performance and also to manage sales volume of company
within an industry in a better manner. However, the aspect of marketing refer as to the process of
building long term relationship and satisfying customers by delivering required product or
services in an best quality (Atwal and Williams, 2017). However, for attaining sustainable
growth or development among competitor, implementing better decision in regard of coping up
all sort of challenges inside existing business environment help establishment to accomplish its
goal in an expeditious way. In regard of this project, Mark and Spencer has been considered
which is one of the well established and reputed firm within UK retail industry. Hence, company
has been taken an initiative to expand its market division into food sector with an intent of
acquiring best positing among rivalries in an efficacious manner. However, this study present the
content regarding critical evaluation of macro environment and its impact on marketing
planning, application of suitable marketing planning tool. Finally, developing marketing mix for
company to enhance the productivity ratio in a prescribed time limit.
MAIN BODY
Evaluate the macro environment and its impact on marketing planning
The present scenario of UK e commerce sector is becoming highly competitive and
challenging like physical retailers in terms of adopting technologies, implementing marketing
strategies, producing products or services and many more, Due to which, it directly influence the
organisation potentiality in enriching the profit margin ratio in an trenchant way. However,
PESTLE analysis is one of the strategic management approach which enable organisation to
determine its external factors and also lead them to take corrective course of action for achieving
the sales target in a stipulated time limit (Babin and Zikmund, 2015). However, M&S make an
initiative to apply PESTLE analysis into its functional unit for understanding and analysing
various external factor that threat organisation to obtain profit maximisation. The explanation of
this are discussed below:
Political: Under this factor, it is concern with government policies, procedures,
regulation and etc. that impact over firm's overall performance. However, the political factor
which UK e-commerce industry undergoes is that the introduction of Brexit as it impose huge
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difficulty in managing export / import trade, acquiring raw materials, maintaining supple chain
and so on. Due to which, it negatively effect over their capability in achieving increased level of
proficiency ratio among rivalries. Another challenge which e-commerce sector face is political
stability of each geographical boundaries as it is directly link with its sales volume. However,
adopting suitable modification or alteration in organisation existing internal policy like no-deal
Brexit, in which placing inventory in warehouses outside of country in order to fulfil the EU
orders in an efficient mode. Due to which, e- commerce division can explore its sales
performance in an impressive style without any obstacles.
Economical: Under this determinant, it involves economic growth, inflation/deflation
rate, interest ratio, GDP and etc. which impact company's decision making in terms of handling
revenue and profit. However, UK e-commerce sector undergoes with a threat of recession period
which took place few period ago as it negatively influenced each consumer spending behaviour.
Hence, in order to cope up with such difficultly, UK e-commerce business make an attempt to
reduce the price of its product that enable them to attract the attention of large number of
population towards the brand which benefited them to bring their revenue ratio in a right track
effectively (Baltes, 2015).
Social: This component is concerned with customer taste or preference, demographic
factor like age, gender, population income and many more. IN context if UK e-commerce, the
changing trend of UK population towards mobile technology or gadgets for carrying out the slaes
activity which greatly influenced business in terms of retaining the customer for longer time
duration. Hence, e-commerce business adopted various innovative technology and automation
that assist them to gain competitive advantage among competitor as well as aid them to increase
customer base in an innovative style
Technological: This factor comprises latest or innovative technologies, digital techniques
which affect establishment sales volume inside marketplace. In regard of UK e-commerce
industry, majority of population were in demand of innovative techniques like online shopping,
home delivery and etc. which impacted organisation in negative mode. Henceforth, e-commerce
business developed various website application and also offered variates of online services that
help them to capture the interest of customer towards brand in an improved manner (Dwivedi,
Kapoor and Chen, 2015).
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