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ASSIGNMENT SUBMISSION FORM
This sheet must be submitted with your assignment. Failure to complete, sign and submit
this form will result in a mark of ‘0’ for the assignment.
Student Name
Student ID
Assessor Name
Qualification
Unit Number & Unit Title
Assignment Title
Date of Submission
Signature: ……………………………………… Date: ………………………………

Task 1: PRESENTATION SLIDES
(Please copy and paste all of your presentation slides here.
1 Slide and Speaker Notes per page)
Speaker Notes:
Hello everyone my name is ………………
Thank you for the opportunity to do this interview.
In my presentation today I am going to discuss the marketing concepts and its role in MARKS
AND SPENCER.

TASK2
THE MARKETING MIX PRODUCE A BRIEFING PAPER
Brief Title: Comparing Marketing mix (7P’s) of MARKS AND SPENCER, STARBUCKS and
MACDONALDS
To: Marketing Director
From: Marketing Manager (YOU)
1.0 Introduction
As marketing manager, I have been assigned to prepare a briefing paper that compares
marketing mix (7Ps) for MARKS AND SPENCER and Organisation 1 McDonald’s.
Organisation 2 Starbucks. The paper will aim to look at the ways in which different
organisations MARKS AND SPENCER, Mc DONALDS and STARBUCKS apply the marketing mix
to the marketing planning process to achieve their business objectives.
1.1 MARKS AND SPENCER overview/ history
When founded, product/service offered, market/customer served, market share/size.
MARKS & SPENCER plc also known as M&C Group is a major retailer of British high
quality clothing products, food products and home products. It is a public limited company
that was founded in 1884 by Thomas Spencer and Mark Michaels in Leeds, United Kingdom.
It was the first British company to make a pre-tax profit of more than 1 billion pounds
although the sales have significantly slumped over the years. M&C serves in the retail
industry with a world-wide customer served since it has 1489 stores in operations by 2018.
It has a sizeable market share in the retail food industry.

STARBUCKS overview/history
When founded, product/service offered, market/customer served, market share/size.
Starbucks corporations is an American coffee house and coffee selling company that
was founded in 1971 in Seattle, Washington. It is best known as the second wave coffee
representative of the United States. With over 30,000 locations worldwide, Starbucks is the
largest coffee selling shop in the world thereby controlling the major market share of the
coffee market. Its main products includes; VIA, espresso, caffe latte and loose leaf tea
product.
2 Mc DONALDS overview/history
When founded, product/service offered, market/customer served, market share/size).
McDonalds is an American Fast food company that was founded in may 1940 by two
brothers; Maurice and Richard McDonald. It is the biggest fast food restaurant in the world
by revenue base. It has opened and operates more than 37,855 fast food joints in the world
and has its headquarters in Chicago. The main products and services offered are a variety of
chicken products, French fries and hamburgers among others. It serves more than 70 million
customers daily across its stores worldwide and is the second largest private employer in
the world. It commands a large market share in the fast food industry especially being a
pioneer fast food company and its reputation.
2.0 Marketing mix
[Explain the Marketing mix (Give definitions). You may include a diagram of the 7Ps.]
The below sections will look at comparison of the 7ps from the above mentioned
organizations.
Marketing mix is a combination of factors that are controlled by a company to influence
product or service purchase by the consumers.

Figure: 7P’s of marketing mix, (The Marketing Mix, 2015)

2.1 Product
(Briefly explain what the product is)
MARKS AND SPENCER Product:
Marks and Spencer started as a high end quality selling clothing products although it
has now put more focus on retail food industry. M&C serves in the retail industry with a
world-wide customer served since it has 1489 stores in operations by 2018. It has a sizeable
market share in the retail food industry.
STARBUCKS Product:
With over 30,000 locations worldwide, Starbucks is the largest coffee selling shop in the
world thereby controlling the major market share of the coffee market. Its main products
includes; VIA, espresso, cafe latte and loose leaf tea product.
MACDONALDS Product:
It is the leading fast food restaurant in the world. The main products and services offered are
a variety of chicken products, French fries and hamburgers among others

2.2 Price
(Briefly explain what the price is)
MARKS AND SPENCER Price :
Marks and Spencer price range are within the retail level prices for all its products. Most of
their products in M&C food halls have a price range of between 5 to 10 pounds which is
generally cheap.
STARBUCKS Price:
As the leading coffee shop in the world, its products from roasted coffee-beans are
attractive to everyone. Starbucks took a retail pricing strategy to have its many customers
stick with them. Most of its prices are sold under $ 10.

MACDONALDS Price:
McDonalds is arguably the best known food retail store in the world. Due to its prices it has
been able to keep majority of the market share. A meal at a McDonald fast food restaurant
may cost less than $ 10.

2.3 Place
(Briefly explain what the place is)
MARKS AND SPENCER Place:
Marks and Spencer has over 1480 places or retail stores in the world. Its places are
strategically located in major cities and locations. It also has an online distribution strategy
where customers can conveniently order for their goods and service.
STARBUCKS Place:
With over 30,000 locations worldwide, Starbucks is the largest coffee selling shop in the
world. Their shops are strategically located with partnership with malls to sell their hot and
cold coffee in the malls and shops. Their variety of stores makes it easy for them to be
located.
MC DONALDS Place:
McDonalds have had a strategy of locating their shops in very strategic locations. Their close
to 40,000 stores makes it strategically possible to have their products within reach. They
also have distribution channels such as online placements and more.

2.4 Promotion
(Briefly explain what promotion is and how it is used.)
MARKS AND SPENCER Promotion:
Most of the Mark and Spencer products have been widely viewed through advertisement
and other direct marketing promotions. Price discounts, local dailies advertisements, and
promotions have made their sales to go up.
STARBUCKS Promotion:
Starbucks have been using the Starbucks card, a technique that gives its customers to
promote the products offered by the shop through their referral system. A customer
purchases a gift card and while this does not only show loyalty to the brand, it also provides
the company free advertising platforms to bring in new customers.

MC DONALDS Promotion:
McDonalds has been known to have a loyal customer fan base. Their strategy should be
focused on retaining the loyal customer with regards to the culture and traditions of different
countries. Their promotion strategy should be done more through marketing and perhaps
offering discounts to some of their products.

2.5 People
(Briefly explain what it is)
MARKS AND SPENCER People:
The company should hire the right people and retain the good staff for competitive
advantage. When a company provides excellent customer services it creates a loyal base
and a positive experience that makes the customers be brand ambassadors of the company.
STARBUCKS People:
Starbucks should hire the right people and retain the good staff for competitive advantage.
When a company provides excellent customer services it creates a loyal base and a positive
experience that makes the customers be brand ambassadors of the company.
MC DONALDS People:
The company should hire the right people and retain the good staff for competitive
advantage. When a company provides excellent customer services it creates a loyal base
and a positive experience that makes the customers be brand ambassadors of the company.

2.6 Process
(Briefly explain what it is)
MARKS AND SPENCER Process:
Through its many stores, M&C has increasingly focused on the processes of delivering good
and quality products to its customers. This is by ensuring that they repeatedly deliver the
same standard of service to their customers and save money and time by increasing their
efficiency.
STARBUCKS Process:
Through its many stores, Starbucks has increasingly focused on the processes of delivering
good and quality products to its customers. This is by ensuring that they repeatedly deliver
the same standard of service to their customers and save money and time by increasing
their efficiency.
MC DONALDS Process:
Through its many stores, McDonalds has increasingly focused on the processes of delivering
good and quality products to its customers. This is by ensuring that they repeatedly deliver
the same standard of service to their customers and save money and time by increasing
their efficiency.

2.7 Physical Evidence
(Briefly explain what it is)
MARKS AND SPENCER Physical Evidence:
This is the consistent branding of all its products having the logo of M&Cs
STARBUCKS Physical Evidence :
The green and white color of Starbucks shows the physical evidence especially using its coffee
cans.
MC DONALDS Physical Evidence :
McDonalds physical branding is well identified with its founder’s portrait and the McDonald
logo using red, white and black colours.

Conclusion
(Give a summary of each of the 7 Ps in a few sentences)
Place
Strategic location in all the three stores is important in their marketing, growth and
expansion strategies.
Price
All the three stores have strategic prices on their products for retaining and attracting more
customers.
Promotion
The three company’s promotion strategies should be focused on retaining the loyal
customer with regards to the culture and traditions of different countries.
Process
All the three companies have thousands of stores and therefore should increasingly be
focused on the processes of delivering good and quality products to its customers
People
The three companies should hire the right people and retain the good staff for competitive
advantage.
Physical Evidence

Physical evidence entails branding of their products uniquely. When buying a product form
star buck, you will know through its logo and the green and white colours while for
McDonald, the branding is clear through the portrait of its founder and his name. M&C has
also branded its products.
Product
All the three stores should offer quality products for its customers.
TASK 3
THE MARKETING PLAN – PRODUCE A MARKETING PLAN FOR A PRODUCT TO BE
LAUNCHED BY MARKS AND SPENCERS
TABLE OF CONTENTS
Page numbers
Introduction…………………………...............…………….MARKS AND SPENCER overview/ history
SOSTAC………………………. ……………………………………Explanation
1. Situation Analysis……………………………………………Explanation related to marks and
spencer’s
 Micro
 Macro
 SWOT
 PESTEL
2. Objectives………………………...................................…………………………..
3. Strategy……………………………………………………......................................
 Ansoff Matrix
 STP Analysis

4. Tactics………………………………………………………......................................
 7Ps
5. Action…………………………………………………….........................................
6. Control…………………………………………………..........................................
Conclusion……………………………………………………………………………………….
Reference……………………………………………..…………………............................
Appendix………………………………………..……………………….............................

Task 3: Marketing Plan
Introduction MARKS AND SPENCER history / overview - put this in from your task 2
This is the introduction of a new Clothing design by Mark and Spencer which is a luxury line
of shirts for the market. The shirt collection line is the latest among luxury clothing lines by
Mark and Spencer.

Give a definition of SOSTAC
This is the framework showing a products situation analysis, objectives, strategy, tactics,
actions and control of a products planning system.
Base framework mechanism of the marketing plan: SOSTAC
Figure title: SOSTAC® Planning, Figure source: PR Smith Marketing Success, (2004).

Marks and Spencer’s Situation Analysis / Environmental
analysis
(Situation analysis should clearly indicate: "Where are
we now?")
SWOT
ANALYSIS
of
M & S
Internal Strength:
The brand name for Mark and spencer is the
major strengths in the launch of the product.
Weakness:
Luxury products have their market niche which
may be widely unpopular to the greater
customer base for M&C products.
External Opportunity:
Massive number of opportunities from the
people and an increase in M&C customer base.
Also, the introduction of technology in
manufacturing of this products is a great
opportunity.
Threat:
Increase in competition from major stores that
are more in the luxury business is a great

threat.

PESTLE
Analysis of M
& S
Extern
al
Political:
The political climate is good therefore creating an
enabling environment for more business.
Economical:
Although there is a great challenge economically, the
purchasing power of the people has increased and
many want to buy luxury goods.
Social:
The social environment is enabling to the M&C
business that is thriving in many places.
Technological :
Use of technology, especially the latest technology
in manufacturing of the brand is a major milestone
in production of the new product.
Legal:
The legal environment is conducive such that there
are no many laws that inhibit production of the
new products.
Environmental:
Environmental analysis affects production greatly.

The environment is great for raw materials and by-
products from the process.
Marketing Objectives:
Based on your product write down your marketing objective (SMART)
Smart objectives will be used by Marks and Spencer’s in order to help set a clear marketing
strategy for the product launch.
S = Specific Ship more than 0.5 million units in the first year and a sales of
more than 20 million pounds.
M = Measurable Increase in sales by 25% in the second quarter after launsh.
A = Achievable
Achievable within 12 months after launch.
R = Relevant The goal is realistic since the brand is known globally.

T = Time bound
Achievable within 12 months after launch
1. Strategy
Figure title: Marketing STP Model Figure source: Market Segmentation Study Guide
STP Analysis: STP Analysis for your chosen scenario – fill in the boxes
STP meaning Means segmentation, targeting, positioning and differentiation of a
product.
S= Segmentation
The class being addressed
T= Targeting
The targeted group
P= Positioning
How they do it to be relevant to the target group.

Ansoff Matrix (Give a definition)
This is a strategic planning tool using a matrix that provides a framework to assist the strategic
managers of an organization to device strategic goals for future growth.

2. Tactics
Give a detailed Marketing mix (7P’s) for your product
Marketing Mix Detailed Analysis
Product This is a new line of luxury clothing that mainly target M&C rich
customers. It is a unique creation that aims to compete for a share of
the multi-billion dollar luxury clothing market.
Price The prices are above the normal average and are targeted for the
middle income earners and the rich.
Place Marks and Spencer has over 1480 places or retail stores in the world.
Its places are strategically located in major cities and locations. It
also has an online distribution strategy where customers can
conveniently order for their goods and service.
Promotion Their strategy should be focused on retaining the loyal customer with
regards to the culture and traditions of different countries. Their
promotion strategy should be done more through marketing and
perhaps offering discounts to some of their products.
People The company should hire the right people and retain the good staff
for competitive advantage. When a company provides excellent

customer services it creates a loyal base and a positive experience
that makes the customers be brand ambassadors of the company.
Process Through its many stores, M&C has increasingly focused on the
processes of delivering good and quality products to its customers.
This is by ensuring that they repeatedly deliver the same standard of
service to their customers and save money and time by increasing
their efficiency.
Physical Evidence The M&C lable should be the logo of the new clothing line product as
a sign of authenticity.
Actions
Promotional Budget for your product
ITEMS COST
TV ADVERTS 4,000,000
RADIO ADVERTS 2,500,000
IN STORE PROMOTION POSTERS ETC 500,000
SOCIAL MEDIA 500,000
M AND S WEBSITE 1,000,000
OUTSIDE ADVERTS, BUSES, 500,250

L. UNDEROUND
TASKS YOU NEED TO COMPLETE
ACTIVITIES TIMESPAN OUTCOMES ANY FURTHER
ACTION NEEDED
Sales 12 months Over selling no
Advertisements 9 months Reaching customers no
3. Control ( specific things you need to do )
(eg – sales meeting, sales targets, market share etc.)
Control
techniques
(Give examples
of each of these
areas)
Competitor Analysis: ......
Customer Analysis
Testing Research
Customer Feedback
Cost Analysis
Monitoring
techniques
(Give examples
of how you
monitor)
Research to assess before and after awareness levels with customers
and the media
Media coverage compared to the competition
The number of followers and their levels of influence on social
media sites
Budgetary control

Timescales - ensuring activities are completed on time
Number of enquiries
Increase of visitors to the website and the levels of interaction users
have with the website
Increase in sales
Conclusion
The new luxury clothing line from M&C is to ensure that more customers in the targeted market buy
the product. The marketing mix promotions is required to ensure that the new clothing line out
performs it’s target. The company should have strategies in place to ensure that the new product is
a success and a hit.

Evaluation of the marketing Plan
Evaluation checklist of the marketing plan
Area of the Marketing Plan Comments
Does the plan identify the trends that
affect the organisation by conducting
multiple analysis of the environment?
Yes No
Yes. This is because the
environment is a great
matter affecting the
products marketing.
Is the objectives of the plan been defined
clearly taking in to consideration the
environmental factors?
Yes No
Yes. Environmental
factors should be taken
into consideration while
planning
Does the plan include a clear strategy
developed to cater to needs of the target
market?
Yes No
Yes. As a luxury product,
our target market is
defined so there should
be a clear strategy.
Is the Segmentation, Target and
Positioning clearly defined using? Yes No
Yes. Failing to define this
is planning to fail
strategically
Does it include a discussion of the 7Ps? Yes No
Yes. As a fragmentation of
all relevant factors in
marketing.
Were marketing metrics, forecasts,
schedules, budgets and implementation
responsibilities clearly delineated and
realistic?
Yes No
Yes. Although not all
affect the product
marketing directly.
Were suitable metrics and measurement
intervals selected for measuring progress
towards achieving the plan’s financial,
marketing and societal objectives?
Yes No
Yes. Although not all
affect the product
marketing directly.

Reference
The Marketing Mix. (2015). Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix.
[Online] Available at: http://marketingmix.co.uk/ [Accessed 28 Jun. 2018].