Role of Promotional Strategies in Enhancing Growth of Business Organization

This document explores the role of promotional strategies in enhancing the growth of a business organization, with a case study on Marks and Spencer. It includes an introduction, information about Marks and Spencer, the size and turnover of the company, and an overview of the project. It also discusses the promotion strategies and CSR activities of Marks and Spencer, and presents the research aim, objectives, questions, and rationale. The document concludes with a literature review on promotional strategies.

Business
and
Management
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Table of Contents
Introduction......................................................................................................................................4
About Marks and Spencer ...............................................................................................................4
Size of Marks and Spencer .............................................................................................................4
Store of Marks and Spencer ............................................................................................................4
Turnover of Marks and Spencer .....................................................................................................5
History and Data of Marks and Spencer .........................................................................................5
Project Overview ............................................................................................................................5
Promotion strategies of Marks and Spencer ...................................................................................6
CSR activities of Marks and Spencer .............................................................................................6
Research aim..........................................................................................................................6
Research objectives................................................................................................................6
Research questions.................................................................................................................7
Rationale of research..............................................................................................................7
Literature Review ............................................................................................................................7
Methodology and data collection...................................................................................................14
Research Objectives.............................................................................................................14
Research Philosophy............................................................................................................14
Research Approach...............................................................................................................15
Research Strategy.................................................................................................................15
Research Choice...................................................................................................................15
Time horizon........................................................................................................................16
Research design....................................................................................................................16
Data Collection Method.......................................................................................................16
Data Analysis........................................................................................................................16
Research ethics.....................................................................................................................17
Sampling method..................................................................................................................17
Limitations............................................................................................................................17
Frequency table....................................................................................................................20
Results/ Findings..................................................................................................................23
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Conclusion.....................................................................................................................................32
Recommendations..........................................................................................................................33
REFERENCES..............................................................................................................................35
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Introduction
Promotional strategy is considered as plan as well as tactics used by a company in
marketing plans or strategies in order to enhance the demand of products and services at the
marketplace (John, 2020). It is mainly designed or developed to persuade, inform or remind
target audiences related to the products and services so that they encourage to purchase it
(Parihar and Dawra, 2020). There are several types of promotional strategies that a company
manager may adopt for promoting their products and services such as personal selling, sales
promotion, direct marketing, advertising, publicity and many more (Tsao and Lee, 2020). It is
essential for company management develop appropriate promotional strategy so that they can
attract more and more customers at potential market (Chung, 2020).
About Marks and Spencer
Organization selected for respective research is Marks and Spencer which is launched by
Michael Marks and Thomas Spencer in year 1884 (Waral, 2020). The business of respective
company is nested at the worldwide level as well as they offer wide variety of clothing products
through numbers of brand such as per Una, Autograph, Blue Harbous, Limited, Rosie, M&S
energy, M&S collection and many more (Anghelcev and et.al., 2020). The respective report is
based on determining the role of promotional strategies in order to enhance growth of business
organization. In respect of this researcher adopt different methods so that they gather
authenticate and reliable information.
Size of Marks and Spencer
Marks and Spencer is one of the largest multinational retailer across the world which is
headquartered in London. It has wide range of products with large product portfolio and different
brands. It deals in clothing, food and home products with specialisation in fashion clothing.
Currently, it has employed 80,000 employees operating in various stores worldwide.
Store of Marks and Spencer
Company has large number of stores in UK within food & beverages, clothing and
consumer durable industries. It has been serving customers with the help of large supermarket
retail chains. Currently, it has 959 stores across UK with including 615 stores which only serves
food and beverages (Ciesla, 2019). It also provides online food delivery services which helps in
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increasing customer satisfaction. This leads to increase turnover and market share in industry.
Company has been serving customers with online stores leading to increase in reaching target
customers.
Turnover of Marks and Spencer
Marks and Spencer has been performing excellent financially in last five years with an
increase growth rate. It has been growing with a steady increased rate except in last year due to
occurrence of pandemic disease (Kuang et. and al, 2017). This has led to fall in profits with a
large number resulting in losses and drastic change in the operation of company.
History and Data of Marks and Spencer
Company has been growing at a good pace since its establishment. It has become one of
the largest luxury brand worldwide which has strong value system. It has been uncompromising
with product quality and customer satisfaction with the help of tapping all the customer needs.
This has helped company in maintaining and building strong customer relations leading to
enhanced goodwill among target customers (Kuang, Jiang, Cui and Yang, 2016). Its financial
performance has been increasing exponentially with increasing earning per shares and dividend.
Company has high turnover with a increasing pace leading to £10,182 million currently.
Project Overview
Promotion is one of the vital part in marketing strategy of a company. It is the process of
customer communication which helps in spreading awareness and information about companies
products. It helps in attracting, inducing and engaging customers which leads to influencing
consumer behaviour. It is one of the essential tool for building marketing strategies and helps in
communicating products to its target audience. It includes personal selling, advertising, sales
promotion and public relations which helps in promoting companies product. Company utilises
various promotional strategies including digital marketing and in store marketing strategies. It
uses different channel of promotion such as print media, TV ads, mobile ads and other social
media campaigns (Nadda, Dadwal and Rahimi, 2017). It utilises company website for promoting
brands, clothes for men, women and kids. This helps in reaching potential customers at a large
scale and providing critical information require to purchase the product. It also provide blogs and
articles relevant to fashion trends and preferences. Company provides season sale for its loyal
customers with the help of discounting and special offers. It has been providing reward points to
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customer's account on the purchase of products. It is done under its loyalty program 'Sparks'
which helps in keeping customer for long term.
Promotion strategies of Marks and Spencer
These are the strategies which helps in communicating information among its target
customers. Promotion strategies of company helps in persuading customers to buy its products
with delivering information on various channels (Donthu, Kumar and Pattnaik, 2020). Company
has been promoting its CSR practices which encourages customers to conserve natural resources.
It includes both above the line and below the line marketing strategies for making larger impact.
It highly believes in marketing strategies and has utilised all the possible tools for spreading
awareness.
CSR activities of Marks and Spencer
Corporate social responsibility is the implementation of rules and regulations in business
activities which aims to contribute in supporting and developing society growth. These are
ethically oriented practices with a purpose to give back to the community. Marks and Spencer
has been incorporating various CSR campaigns such as “Look Behind the Label” in which it
promotes various ethical and environmental friendly aspects utilise in production and sourcing
methods for sustainable growth of environment and society (Kuang et. and al, 2017). It is consist
of five commitments such as climate change, sustainable raw materials, fair partnership and
health, waste management. Thus, company has been very active in social work and provides
charity on several events and occasions.
Research aim
“To investigate about the role of promotional strategies in enhancing growth of business
organisation”. A case study on Marks and Spencer.
Research objectives
 To understand the use of promotional strategies within the organisation.
 To determine several challenges faced by Marks and Spencer while implementing
promotional strategies at workplace.
 To find out several ways through which Marks and Spencer could overcome challenges
related to the implementation of promotional strategies at workplace.
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 To evaluate the relationship between promotional strategies and enhancing business
growth of Marks and Spencer.
Research questions
 Explain the use of promotional strategies within the organisation?
 What are the several challenges faced by Marks and Spencer while implementing
promotional strategies at workplace?
 What are the several ways through which Marks and Spencer could overcome challenges
related to the implementation of promotional strategies at workplace?
 What is the relationship between promotional strategies and enhancing business growth
of Marks and Spencer?
Rationale of research
The rationale of conducting this research is to evaluate about the importance of
promotional strategies for a company so that they attract more and more customer at the potential
market (Izquierdo and Blanco, 2020). By conducting this research, researcher able to understand
several challenges faced by an organization while implementing promotional strategies at
workplace as well as they also able to determine ways through which they could overcome
challenges related to the implementation of promotional strategies (Mintzes and et.al., 2020).
Moreover they also able to understand relationship between promotional strategies and
enhancing business growth (Yu and et.al., 2020). By this researcher able to understand whole
concept properly which provide them capabilities to conduct next research on same topic in more
effective manner.
Literature Review
It is also considered as narrative review which is a type of reviewing article. A literature
review is generally a scholar paper or document which present the present knowledge including
the substantive finding as well as it also include theoretical and methodological contribution to
specific topic (Williamson and Hassanli, 2020). In respect of respective research which is based
on the topic i.e. “To investigate about the role of promotional strategies in enhancing growth of
business organisation”. For this research researcher conduct literature review which is part of
secondary research method in which researcher gather information from the existing sources
which are reliable, authenticate and appropriate for the research. The researcher of respective
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research conduct literature review through answering research questions, which are explained
below:-
Explain the use of promotional strategies within the organisation?
As per the view point of Mishra, A., (2015), promotion strategy is considered as
strategies which is develop and maintain by a company management in order to promote their
products and services in the potential marketplace. There are several methods which a company
management adopt as their promotional strategies for attracting more and more customers from
the potential marketplace (Why Is Promotion Important for a Business, 2015). A company
generally adopt promotional strategies because through that they able to attract more customers
in the potential marketplace which leads to increase in sales and profitability ratio. The different
promotional strategies which a company may adopt for the business growth are social media,
television, billboards, shopping outlets, magazines, and radio and many others. The selection of
promotional strategies of a company is mainly based on their business operations and function.
Moreover while selecting the promotional strategies it is necessary for the company manager to
understand their business as well as product and then select promotional strategies accordingly.
There are several benefits which are gain by a company through implementation of effective
promotional strategies such as they able to enhance their brand image or brand awareness which
directly leads to increase in sales, profit and customer's base. This will also help in aware
customers about the product and services which are provided by a company in the potential
marketplace. In current time the best promotional strategy which is selected by a company is
considered as social media and digital media which include channels like Facebook, Instagram,
Twitter and many more. There are numbers of promotional strategies which a company may
adopt in order to attract more and more customer toward the products or services. From which
some of the main promotional strategies are mentioned below that may adopted by Marks and
Spencer:-
These are strategies build for promoting products of a company which is vital for
channelising sales and growth. It helps in building strong position in the market which leads to
favourable image and interactive communication between seller and buyer. Following are some
of the promotional strategies:
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 Social media promotion- This is one of the vital method in promoting products of
company. It helps in connecting to large number of potential people via social networking
sites such as Facebook, Instagram, Twitter and other social medium.
 Samples- In this company promotes launch of new products via sampling or product
giveaways. Companies promotes their new launch products in-store to entice customers
and attract their attention for buying new products (Ciesla, 2019).
 Mail order marketing- In this strategy customers are consider as valuable and helps in
retrieving personal information. This leads to storing valuable data which is required in
building marketing strategies. Also, it helps in covering all the needs of customers
leading to provide better services.
 Contests- These are frequently used strategy which helps in promoting brand in front of
large public. In this sponsorship is used for promoting brand logo and name also
combines with product hampers to winners (Kuang, Jiang, Cui and Yang, 2016). This is
one of the common method which helps in gaining attention of large number of people.
 Customer referral incentive program- These are the referral programs in which various
kind of incentives are provided on the reference of a customer. It is used by companies to
encourage existing customers to refer new customers in store. It includes various
incentives such as gifts, free products, big discounts and cash rewards etc. This strategy
helps in leveraging current customer base into sales force for company (Nadda, Dadwal
and Rahimi, 2017).
These are the some effective promotional strategies that may adopted by Marks and
Spencer for attracting more and more customers towards their products at the potential market.
What are the several challenges faced by Marks and Spencer while implementing
promotional strategies at workplace?
As per the views of Lindsay Kolowich Cox (2020), it has been identified that there are
different challenges and issues that is faced by respective company by implementing and
executing promotional strategies. It is important for Marks and Spencer company analyse and
evaluate various challenges and issues that will lead to affect over business practices and
performance. It is essential for organisation to analyse and determine different challenges of
business which will influence over business practices as well as affect its growth and
development.
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 Mapping customer journey – Mapping customer journey is very complex process and it
will lead to have major impact on promotional strategies of organisation. It is essential
for Marks and Spencer company to determine and create effective customers journey so
that company can develop accurate strategies for promoting and enhancing business
practices (8 of the Top Marketing Challenges Faced Globally, 2020). Marks and Spencer
company will face major issues in mapping accurate customer journey that will lead to
accomplish desired goals and objectives.
 Identification of customers across channels – Marks and Spencer company face issues
in identification of customers across channels while conducting marketing practices as
well creating promotional strategies. Respective company is considering different
promotional tools and techniques for successfully or effectively performing marketing
task. This company face major issue in identifying correct and accurate customers which
needs to be target by company across different channels for promoting its products and
services.
 Maintaining privacy – It is one of the major issue for company to maintain privacy of
information and data with in business. Marks and Spencer company will face major
issues of maintaining privacy of business information form other rival companies as
promotion practices includes the risk of leaking important information and data. It is
challenging for company to take different measure with the motive of maintaining
privacy of business information (Park, 2020). It is mainly take place because when a
company conduct promotional activities or practices there is increase in traffic on the
sites that provide opportunity to hackers to hack personal information of customer, clients
or employees and further use it for inappropriate activities.
 Consistent customer Experience – It is crucial for organisation to develop and enhance
customer experience with business by successfully promoting products and services.
Marks and Spencer company face issue or challenge in order to maintain consistent
customer experience. This will lead to have negative impact on overall performance of
business as well as impact on customer base of business. Marks and Spencer company
promotional strategies will affect over customer experience of business as well as impact
over capabilities of organisation to attain its goals.
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 Generating traffic and leads – Marks and Spencer company will face issue in
generating traffic and leads for business. It is essential that respective company take
correct action and develop effective plan in order to attract more and more customers
towards business (Elsafty and Ragheb, 2020). Generation of traffic and lead is the major
issues or challenge for organisation and it will have direct impact on capabilities and
potential of business. It is generally happen because while selecting a promotional
strategy it is very difficult to select most appropriate. It is so because there are numbers
of strategies and selection of most appropriate is difficult for management. It is also
challenging to generate the traffic because for that it is essential for firm to adopt
innovative and creative strategy.
 Lack of resources – It is another major challenge which is experienced by a company
when they have limited resources that hamper in implementing the most appropriate
strategy for the promotion of products and services. The lack of resources is related to
funds, experts, sources, market and many more. In respect of the Marks and Spencer they
may experienced respective challenges while implementing innovation promotional
strategy. This may related with the lack of funds, experts, sources, target market and
many more.
These are some of the common challenges faced by Marks and Spencer while
implementing promotional strategies at workplace. It is essential for the management to
understand these challenges as well as develop strategies accordingly as that leads to attainment
of desire goal and objective successfully.
What are the several ways through which Marks and Spencer could overcome challenges
related to the implementation of promotional strategies at workplace?
As per the view of Dan Shewan (2020), it has been analysed it is crucial for organisation
to overcome with the challenges in order to successfully and effective implement marketing
practices. There are different elements and factors that could create challenges for business while
implementing and executing business practices in correct way. It is important for Marks and
Spencer company to identify and determine different issues and challenges of business in order
to take correct actions as well as analyse correct strategies which will lead to overcome the issues
and improve capabilities of business (11 Big Content Marketing Challenges, 2020). There are
various ways and methods that help Marks and Spencer company to successfully overcome with
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the issues and deal with the problems of promotional strategies with in organisation. Different
ways and methods are mention below - Create proper marking plan – It is important for organisation develop effective
marketing plan that will assist organisation to successfully and effectively carry out
practices as well as overcome with the challenges and issues of business (Cortez,
Gilliland and Johnston, 2020). Marks and Spencer company will be able to successfully
deal with the issues that occur while implementation of promotional strategies as well as
attain desired goals. By creating proper marketing plan respective company is able to set
path which is provide guidance and direction to conduct marking practices and task
successfully. Marketing plan is effective way to deal with promotional strategies. Define target market – Marks and Spencer company needs to define target market with
the motive of overcoming challenges or issues of promotional strategies. Respective
company is deal with large customer base and it is important for company to define target
market as well as successfully deal with the issues of business. By defining target market
respective organisation will be able to determine it customer base along with their needs
and wants. It is important for organisation to define market area and customer to which
company is providing its products and services. This is helpful in successfully
implementing and conducting promotional practices along with this attracting more
customers towards business. Use social media – This is one of the most useful approaches for performing marketing
practices as well as carry out business task in effective way. Social media is a platform
through which company can promote and advertise its products and services. This is
consider as the cost effective approach in order to promote and advertise it is products
and services (Moşteanu, Faccia and Cavaliere, 2020). Through social media approach
Marks and Spencer company will be able to enhance its performance and successfully
promote products and services in large market area.
 Resources planning – It is crucial for organisation to develop effective and accurate plan
in order to determine various resources for successfully implement marketing practices.
Through successful resource planning Marks and Spencer company will be able to take
correct action plan and gather accurate amount of resources with the motive of
accomplishing desired goals. This way will assist respective company to overcome with
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the challenge of insufficient resources with in business and execute promotional
strategies of organisation. This will impact on the promotional activities of a company
conduct in order to attract more and more customers towards the products.
Above mentioned factors are the several ways through which Marks and Spencer could
overcome challenges related to the implementation of promotional strategies at workplace.
What is the relationship between promotional strategies and enhancing business growth of
Marks and Spencer?
As per the views of Jeremy Bradhley (2020), it has been analysed that there is strong
relationship between promotional strategies as well as growth of business. It is important for
Marks and Spencer company to identify and determine the overall relationship between
promotional strategies in context of growth and development of business. Promotional strategies
can be describe as the framework that provide assistance and guidance to organisation to
successfully organisational task as well as attain its set goals and objective. Relationship between
promotional strategies with enhancement of organisational growth and development is mention
below in detail -
 Promoting products – Promotional strategies is significant for increasing awareness
bout company products and services in market area. Through effective market strategies
Marks and Spencer company will be able to enhance its awareness in market area along
with provide information regarding offering of business. Promotion of products and
services is needed by company so that customer get to known regarding offering of
business as well as features of products and services. It is important for company to
effectively and successfully promote its products and services in market area with the
motive of accomplishing growth and development.
 Increase sales and profitability - Promotional strategies and practices of business will
lead to have direct impact on increasing sales and profitability of business. This will lead
to have significant influence over improving sales and profits of organisation. It has been
analysed that promotional strategies or practices positively influence over business and it
will lead to increase performance of organisation in market area. Promotional strategies
will provide information to more customers regarding products and services of
organisation (The Importance of Promotional & Marketing Strategies, 2020). This is
beneficial to attracting large number of customers towards company as well as attaining
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desired goals. Through strong promotional strategies respective company will be able to
boost its performance with the improvement in number of sales or profitability.
 Competitive edge – Marks and Spencer company is dealing in highly competitive market
area that will lead to have impact on overall performance of business. It is crucial for
respective company to gain competitive edge over other rival companies with the motive
of attaining goals and objective of business (Gursansky, Kennedy and Harvey, 2020).
Promotional strategies of organisation play crucial role in gaining competitive edge over
various existing rival business as well as successfully conducting business task.
Promotional strategies are related to growth of Marks and Spencer company as it will
lead to increase the chances of gaining competitive edge over other business. It will lead
to influence over business performance and brand image in market area.
Above mentioned aspects show the relationship between promotional strategies and
enhancing business growth of Marks and Spencer.
Methodology and data collection
Research methodology is considered as method which is adopted by a researcher in order
to gather most authenticate as well as reliable information related to the topic of research. In this
investigator will generally considered range of different methods so that they will attain their
desire goal and outcome successfully. Some of the main methods which are used by respective
project investigator are mentioned below:-
Research Objectives
 To understand the use of promotional strategies within the organisation.
 To determine several challenges faced by Marks and Spencer while implementing
promotional strategies at workplace.
 To find out several ways through which Marks and Spencer could overcome challenges
related to the implementation of promotional strategies at workplace.
 To evaluate the relationship between promotional strategies and enhancing business
growth of Marks and Spencer.
Research Philosophy
It is considered as nature or faith of investigator that have been conducted in order to carry
out research in effective manner. There are mainly two kinds of research philosophies which a
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research researcher can attain such as interpretivism as well as positivism. In respect of
respective research interpretivism research philosophy will be used by researcher as through that
they able to gather information or data in understandable formate.
Research Approach
It is considered as process that include numbers of steps and assumptions which are
generally associated with method that are used while gathering information for conducting
research work properly. There are main two types of research approach which can be adopted by
a researcher such as inductive as well as deductive. In respect of this research project manager is
adopting deductive research approach as through that they able to conduct proper investigation
on research topic.
Research Strategy
Research strategy is considered as whole plan or strategy used for conducting research
study. This mainly provide guidance to the researcher in conducting execution, planning as well
as in monitoring of research study (Gursansky, Kennedy and Harvey, 2020). There are several
research strategy which a researcher may adopt while conducting their research work such as
survey, experiment, case study, ethnography, archival research, action research and many more.
In respect of this research, investigator is adopting questionnaire as the research strategy. It is so
because this will provide them effective guideline in conducting their work in effective and
appropriate manner related to gathering authenticate and reliable information.
Research Choice
Research choice considered as method which is adopted by a researcher in order to
collect information, data or statistics related to topic. There are different types of research
methods such as qualitative, quantitative and mixed. In addition to this there are main three
research choice i.e. mono method, mixed method and multi method. In respect of respective
research researcher is adopting mono method according to which they are selecting quantitative
method as through that they able to gather more authenticate information which is in numerical
or statistical form. This will also help in collecting information in a particular period of time
successfully.
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Time horizon
It is considered as time period at which a specific project is being intended in order to
complete it properly. In respect of the research onion, there are main two kinds of time horizons
i.e. cross sectional time horizon as well as longitudinal time horizon (Chung, 2020). The cross
sectional time horizon is determined as time duration at which there is pre set duration for
gathering information or data related to topic. On the other hand, longitudinal time horizon is
considered as collection of data or information which are repeatedly over a extended time
duration. In respect of this research, researcher is adopting cross sectional time horizon because
this provide effective and appropriate direction in order to complete the project on time.
Research design
It is mainly considered as the structure of investigation which is generally implemented
by a researcher in order to maximise collection of authenticate information related to topic in a
rightful way. There are main three types of research design i.e. experimental, exploratory and
descriptive. In respect of this research project, investigator is adopting descriptive research
approach as through that they able to gather information which are authenticate and reliable in
nature.
Data Collection Method
Data collection method is considered as source of gathering information or data related to
the topic. There are main two methods of data collection i.e. primary method as well as
secondary method. In respect of respective research project manager is adopting primary method
as well as secondary method of data collection because through that they able to ensure that they
gather authenticate as well as reliable information successfully (John, 2020). In primary method
researcher mainly gather information by themselves from the authenticate as well as reliable
sources. For this researcher also develop a questionnaire so that they gather proper information
related to topic. On the other hand in respect of secondary method researcher gather information
from the existing books, journals, articles, government documents and many more.
Data Analysis
It is considered as method which is adopted by a researcher in order to evaluation or
analyse the data for attaining the desire outcome or respond. There are several types of data
analysis methods which a researcher may adopt, in respect of respective research investigator is
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adopting thematic analysis method as that will help in gathering information related to selected
topic in effective manner. Moreover, it also help in gathering information quantitative
information in lucrative manner.
Research ethics
In order to conduct research in proper manner ethics plays an essential role because
through that researcher able to ensure that work are conducted in legal manner and there is no
chance of taking legal action. In respect of this it is essential for investigator to consider all the
ethical aspects which are developed by government for gathering information related to topic or
objective (Mintzes and et.al., 2020). In respect of respective research, researcher will adopt all
the authenticate source of information in order to ensure that they are collecting those
information or data which are properly and reliable. In addition to this, for conducting ethical
research, investigator need to adopt several principles related to ethics such as objectivity,
confidentiality, carefulness, legality, respect of intellectual property, integrity, honesty and many
more.
Sampling method
Sampling is determined as the method or tool which is used by researcher in order to
select respondents from the whole respondents. There are two main methods which can be
adopted by researcher of a research i.e. probabilistic as well as non probabilistic. In respect of
this research, investigator is adopting simple random sampling methods as through that
investigator able to ensure that they are providing equal opportunity to all respondents. In
addition to this respondents selected by researcher for this research is 30 respondents. The
primary motive of selecting the random sampling method of sampling is to be supporting in
conducting research properly without any types of discrimination or bias practices.
Limitations
While conducting a research work researcher experienced several limitations which
directly or indirectly impact on the outcome of research. So it is essential for the researcher to
conduct proper planning, developing, coordinating and evaluation while conducting research
work. It is so because through that they can find issue at the initial stage which may impact on
the attainment of desire goal and outcome negatively (Parihar and Dawra, 2020). In respect of
respective research, investigator experienced several limitations such as limited funds which
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leads to lack of resources that also affect the outcome of the research project. In addition to this,
another major issues which is experienced by a researcher while conducting this research are
inappropriate behaviour of respondents, insufficient time duration for accomplishment of project
and many more.
Questionnaire
Name -
Age -
Contact number -
Q 1. Are you aware regarding different promotional strategies which is used by a business?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 2. Do you think it is important for company to consider promotional strategies in order to
increase sales of products and services?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 3. Do you think that promotional strategies of Marks and Spencer company is related to
growth or development of business?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 4. Do you consider that promotional strategies play crucial role in overall growth and
development of business?
 Strongly agree
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 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 5. Do you think increase awareness about the product is major benefits or use of promotional
strategies in order to increase business practices and performance?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 6. Do you think mapping customer journey is one of the main challenge that is faced by
Marks and Spencer while implementing promotional strategies at workplace?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 7. According to you implementation of social media help Marks and Spencer in overcoming
challenges that related to the implementation of promotional strategies at workplace?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 8. Is increase in sales and profitability show relationship between promotional strategies and
enhancing business growth of respective company?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
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 Strongly disagree
Q 9. Is it is essential for Marks and Spencer to understand customers requirement in respect to
develop promotional strategies?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q 10. According to you is Direct marketing is one of the effective promotional tools which can
be used by Marks and Spencer company for promoting its products and offering in market area?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Frequency table
Q 1. Are you aware regarding different promotional strategies
which is used by a business?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
Q 2. Do you think it is important for company to consider
promotional strategies in order to increase sales of products
and services?
Frequency
 Strongly agree 6
 Agree 10
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 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
Q 3. Do you think that promotional strategies of Marks and
Spencer company is related to growth or development of
business?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
Q 4. Do you consider that promotional strategies play crucial
role in overall growth and development of business?
Frequency
 Strongly agree 6
 Agree 10
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
Q 5. Do you think increase awareness about the product is
major benefits or use of promotional strategies in order to
increase business practices and performance?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
21

Q 6. Do you think mapping customer journey is one of the
main challenge that is faced by Marks and Spencer while
implementing promotional strategies at workplace?
Frequency
 Strongly agree 5
 Agree 6
 Neither agree nor disagree 10
 Disagree 4
 Strongly disagree 5
Q 7. According to you implementation of social media help
Marks and Spencer in overcoming challenges that related to
the implementation of promotional strategies at workplace?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
Q 8. Is increase in sales and profitability show relationship
between promotional strategies and enhancing business
growth of respective company?
Frequency
 Strongly agree 5
 Agree 6
 Neither agree nor disagree 10
 Disagree 4
 Strongly disagree 5
Q 9. Is it is essential for Marks and Spencer to understand Frequency
22

customers requirement in respect to develop promotional
strategies?
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
Q 10. According to you is Direct marketing is one of the
effective promotional tools which can be used by Marks and
Spencer company for promoting its products and offering in
market area?
Frequency
 Strongly agree 6
 Agree 10
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
Results/ Findings
Theme 1 - Awareness regarding different promotional strategies which is used by a business
Q 1. Are you aware regarding different promotional strategies
which is used by a business?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
23

Interpretation - As per the above mention data it has been analysed that there are different
promotional strategies that could be used by business for enhancing its business practices. Most
of the respondents are well aware about the different promotional strategies. Out of 30
respondents 10 has answered that they are strongly agree on they are aware regarding different
promotional strategies. So in this situation it is important for company to use correct and accurate
promotional strategies that will lead to enhance overall performance and capabilities of business.
Theme 2 - Important for company to consider promotional strategies in order to increase sales of
products and services
Q 2. Do you think it is important for company to consider
promotional strategies in order to increase sales of products
and services?
Frequency
 Strongly agree 6
 Agree 10
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
24
10
6 5
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – Researcher of respective research gather information from the 30 respondents in
order to know their perspective regarding is promotional strategies are essential for company to
enhance sales of products and services. In respect of this most of the respondents are agree that
promotional strategies are essential for a company for enhancing their sales at potential
marketplace. On the other hand people who are strongly disagree are 5 audiences. So it is
essential for company to adopt effective promotional strategies for enhancing their sales as that
help in retaining in potential market for long time.
Theme 3 - Promotional strategies of Marks and Spencer company is related to growth or
development of business
Q 3. Do you think that promotional strategies of Marks and
Spencer company is related to growth or development of
business?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
25
6
10 5
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – In respect of this research, researcher gather information from the 30 respondents
to understand their perspectives related to promotional strategies of Marks and Spencer company
is related to growth or development of business or not. In respect of most of the respondents i.e.
10 are strongly agree on promotional strategy is related to the growth or development business.
In respect of 5 respondents they are strongly disagree that promotional strategy leads to growth
of business.
Theme 4 - Promotional strategies play crucial role in overall growth and development of
business
Q 4. Do you consider that promotional strategies play crucial
role in overall growth and development of business?
Frequency
 Strongly agree 6
 Agree 10
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
26
10
6 5
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – From 30 respondents researcher gather information to know their perspective on
what they think promotional strategies play crucial role in overall growth and development of
business or not. In respect of most of the respondents i.e. 10 out off 30 are agree that promotional
strategies play crucial role in overall growth and development of business. On the other hand,
according to the least number of candidate i.e. 4 are neither agree nor disagree on the same
statement. So it is essential for a company management to develop strategies and plans
accordingly for the attainment of desire goal and objectives.
Theme 5 - Increase awareness about the product is major benefits or use of promotional
strategies in order to increase business practices and performance
Q 5. Do you think increase awareness about the product is
major benefits or use of promotional strategies in order to
increase business practices and performance?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
27
6
10 4
5
5
Strongly agree
Agree
Neither agree nor
disagree
Disagree
Strongly disagree

Interpretation – Researcher of this research gather information 30 respondents to understand their
perspective related to increase awareness about the product is major benefits or use of
promotional strategies in order to increase business practices and performance. In respect of this,
10 respondents are strongly agree that enhancing awareness about product is effective or use of
promotional strategies in order to increase business practices and performance. On the other hand
strongly disagree ratio is of 6 respondents who are not in favour of it.
Theme 6 - Mapping customer journey is one of the main challenge that is faced by Marks and
Spencer while implementing promotional strategies at workplace
Q 6. Do you think mapping customer journey is one of the
main challenge that is faced by Marks and Spencer while
implementing promotional strategies at workplace?
Frequency
 Strongly agree 5
 Agree 6
 Neither agree nor disagree 10
 Disagree 4
 Strongly disagree 5
28
10
6 4
5
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – Researcher gather information from different respondents to know their
perspectives related to mapping customer journey is one of the main challenge that is faced by
Marks and Spencer while implementing promotional strategies at workplace. According to most
of the respondents i.e. 10 are neither agree nor disagree on the statement. On the other hand least
number of the audiences which is 4 respondents are disagree on mapping customer journey is
one of the main challenge that is faced by Marks and Spencer while implementing promotional
strategies at workplace.
Theme 7 - Implementation of social media help Marks and Spencer in overcoming challenges
that related to the implementation of promotional strategies at workplace
Q 7. According to you implementation of social media help
Marks and Spencer in overcoming challenges that related to
the implementation of promotional strategies at workplace?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
29
5
6
10
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – The researcher of this research, collect information from the 30 respondents to
understand their perspective related to implementation of social media help Marks and Spencer
in overcoming challenges that related to the implementation of promotional strategies at
workplace. In respect of this, most of the respondents are strongly agree that implementation of
social media help in overcoming challenges that related to the implementation of promotional
strategies. On the other hand, least audiences number i.e. 4 are disagree on the same statement.
Theme 8 - Increase in sales and profitability show relationship between promotional strategies
and enhancing business growth of respective company
Q 8. Is increase in sales and profitability show relationship
between promotional strategies and enhancing business
growth of respective company?
Frequency
 Strongly agree 5
 Agree 6
 Neither agree nor disagree 10
 Disagree 4
 Strongly disagree 5
30
10
6 5
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – Researcher gather information from 30 respondents and from that most of the
respondents i.e. 10 are neither agree nor disagree that increase in sales and profitability show
relationship between promotional strategies and enhancing business growth of respective
company. On the other hand, in respect of least number of respondents i.e. 4 they are disagree on
same.
Theme 9 - Marks and Spencer need to understand customers requirement in respect to develop
promotional strategies
Q 9. Is it is essential for Marks and Spencer to understand
customers requirement in respect to develop promotional
strategies?
Frequency
 Strongly agree 10
 Agree 6
 Neither agree nor disagree 5
 Disagree 4
 Strongly disagree 5
31
5
6
10
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – Researcher gather information from the 30 respondents and from which most of
them i.e. 10 are strongly agree on it is essential for Marks and Spencer to understand customers
requirement in respect to develop promotional strategies. Moreover, according to least numbers
of audiences i.e. 4 they are disagree on the same.
Theme 10 - Direct marketing is one of the effective promotional tools which can be used by
Marks and Spencer for promoting its products
Q 10. According to you is Direct marketing is one of the
effective promotional tools which can be used by Marks and
Spencer for promoting its products and offering in market
area?
Frequency
 Strongly agree 6
 Agree 10
 Neither agree nor disagree 4
 Disagree 5
 Strongly disagree 5
32
10
6 5
4
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

Interpretation – According to most of the audiences i.e. 10 from 30 they are agree on the
perspective that direct marketing is one of the effective promotional tools which can be used by
Marks and Spencer for promoting its products and offering in market area. On the other hand, the
lest number of respondents i.e. 4 are neither agree nor disagree on the same topic.
Conclusion
From the above report it can be concluded that are different aspects of business and
management that will lead to have direct impact on overall performance and productivity of
business. It is important for organisation to take correct steps and practices in order to
successfully performing business task. It is crucial for organisation to successfully and effective
promote its products and services in market area. Promotional strategies play crucial role in
overall growth and development of business and it will lead to assist business in gaining
competitive edge. It has been analysed that through strong and effective promotional strategies
company will be able to advertise its products and services in order to provide information about
to customers. This is significant for attracting more and more customers towards business as well
as increase customer base of respective organisation. There are various benefits that could be
attain by organisation by successfully promoting products and services of company is market
area. Effective and efficient promotional strategies will lead to have direct impact on market
performance of business as well as help in developing strong brand image in market area. It has
been analysed that there are different tools an approaches which will assist company is
33
6
10 4
5
5
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

successfully carry out promotional practices. In addition to this there are numbers of promotional
strategies which a company may adopt in order to attract more and more customers such as
conduct social media advertisements, direct marketing, print advertisement and many more.
These promotional strategy help an organisation in attaining their desire goal as well as
objectives in effective manner as that leads to increase in profitability ratio and market shares.
Along with this, there are several challenges experienced by a company while implementing
promotional strategies while attracting more and more customers. These challenges are mapping
customer journey, identification of customers across channels, maintaining privacy, consistent
customer experience as well as generating traffic and leads. In respect of this, there are numbers
of ways by which a company can overcome challenges related to the implementation of
promotional strategies at the workplace such as create proper marking plan, define target market,
use social media resources planning and many more. Moreover, there are several factors which
show the relationship between promotional strategies and enhancing business growth of a
company. These factors are promoting products, increase sales and profitability as well as
competitive edge. Along with this, this show that by adopting effective promotion strategies a
company able to attain their desire goal which also leads to increase in sale, customers' base and
many more.
Recommendations
According to the above report it has been determined that it is essential for company to
consider effective promotional strategies that will help in enhancing overall performance and
growth of the business. There are some recommendation for Marks and Spencer company which
will lead to affect over functioning and performance of business. It is suggested to the manger of
respective company to consider recommendations as it will help in overall performance of
business.
 It is essential for respective company to consider different and new approaches in order to
promote business products and services. Promotional strategies of business will lead to
have direct impact on growth and development of business. It is recommended to Marks
and Spencer company to promote its products and services by considering both
traditional and modern approaches. This will lead to have direct affect over business
performance along with this helps in attracting more and more customers business. By
34

adopting traditional and modern approach of promotion respective company will be able
to gain benefit of different promotional strategies.
 Marks and Spencer company needs to conduct effective market research as this will help
in providing information about customers needs and wants. Through this company will
be able to conduct promotional practices in more accurate manner. This is very effective
for overall growth and development of business. Marks and Spencer company will be
able to gain better understanding about customers requirements along with their likes or
dislikes. This assist in better decision making for manager in order to carry out promote
business products and services so that more customers will be influenced towards the
organisation.
 It is recommended to the manager of Marks and Spencer company to provide training to
employees as it will help in more effectively performing business practices. Training is
significant for enhancing performance of employee along with this help in developing
skills or capabilities. Marks and Spencer organisation should conduct training and
development program in order to successfully enhance organisational performance and
well as improve potential of employees. Through this employees will have better
knowledge and understanding about the new techniques or approaches to carry out
promotional activities. This will lead to have direct impact on overall performance of
business to carry out promotional activities and help in growth or development of
business.
 Social media is very effective tool for successfully conducting promotional practices. It is
recommended to Marks and Spencer company to conduct promotional practice through
different social media platforms. There are various social media platforms such as
Facebook, Instagram, Twitter and many more. This will be effective strategy as there are
many people or customers of Marks and Spencer company that are user of social media
platforms. This helps respective company in communicating with customers as well as
help in better decision making.
35

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