The Impact of Promotional Strategies in Enhancing Growth at Marks and Spencer

This dissertation explores the impact of promotional strategies on the growth of Marks and Spencer. It discusses the use of promotional strategies, challenges faced, and ways to overcome them. The relationship between promotional strategies and business growth is also examined.

Business and
Management
Dissertation

Table of Contents
TOPIC..............................................................................................................................................4
The impact of promotional strategies in enhancing growth at Marks and Spencer.........................4
A) INTRODUCTION......................................................................................................................4
Overview of project area........................................................................................................4
Overview and data of Marks and Spencer..............................................................................4
B) Theoretical Background and Research Focus.............................................................................5
Literature Review...................................................................................................................5
Use of promotional strategies within the organisation...........................................................5
Several challenges faced by Marks and Spencer while implementing promotional strategies at
workplace...............................................................................................................................6
Several ways through which Marks and Spencer could overcome challenges related to the
implementation of promotional strategies at workplace........................................................7
The relationship between promotional strategies and enhancing business growth of Marks and
Spencer...................................................................................................................................7
Research aim..........................................................................................................................8
Research Objectives...............................................................................................................8
Research questions.................................................................................................................8
Conceptual framework.....................................................................................................................8
C) Justification and Contextualization.............................................................................................9
Project Rationale....................................................................................................................9
D) Methodology.............................................................................................................................10
Research Philosophy............................................................................................................11
Research Approach...............................................................................................................11
Methodology and Research Design......................................................................................12
Data Collection Method.......................................................................................................12
Data Analysis........................................................................................................................13
Ethics....................................................................................................................................13
Sampling...............................................................................................................................13
Time Horizon........................................................................................................................14

Limitations............................................................................................................................14
E) Bibliography..............................................................................................................................15

TOPIC
The impact of promotional strategies in enhancing growth at Marks and
Spencer
A) INTRODUCTION
Overview of project area
Promotional activities are acknowledged as the most important part of the marketing
through which business entities can easily maximise their approach over large-scale customers
and maximise their sales performance (Olson, and et.al, 2018). There are several forms of the
promotional methods which are taken as the modern form of marketing method that develops
range of opportunity for the businesses through which they can easily grab attention of the
maximum number of the customers’ and influence their sales performance in rightful manner.
Some of the common types of promotional strategies whose outcome is highly influential for
business entities are personal selling, advertising, sales promotion, direct marketing, and
publicity. Along with this, it has also been analysed that the usage of promotional strategies is
not beneficial for the business entity but at the same it is highly supportive for the customers too
because they are getting adequate knowledge on the features of the products that is being offered
by the company. As a result, customers can easily compare the products along with its additional
features then compare it with other companies. In addition, it makes their purchase decision quite
faster and effective.
Overview and data of Marks and Spencer
Marks and Spencer group plc is a multinational retailer of British. This provides various
clothing items, home products and food products across the world. This company has locations
of shops in 1463 areas across the world. Founder of this organisation was Michael Marks and
Thomas Spencer. This company also sells the most popular brand i.e. Kellogg’s worldwide and it
is a huge success. There are various promotional strategies used by M&S for promoting and
advertising it’s products such as Television advertising, social media advertising, email
advertising, surveys, free samples and trials, etc (Al-Omari, Alomari, and Aljawarneh, 2020).
Marks & Spencer organisation use the most powerful strategies to attain objectives. This firm

has been encounters many troubles in recent years. This embrace better business related practices
to provide high quality of goods esteemed consumers. The strategy of this company plays
necessary role in promoting best outcomes. In year 2006, company established new campaign
that mainly focused on sustainability of marketing strategy. The Marks and Spencer wanted to
assure that the each shopper was aware of origin and better products.
The present investigation has been conducted on Marks and Spencer, a large-scale fashion
based retailer, which has strong global presence. The company offers high quality of products
and services to the customers, which ultimately provide them effective experience. It has been
seen that product of this entity are offered at premium price range. With the motive of
maintaining its sales figures and increasing it constantly, the respective company makes use of
social media marketing with the motive of approaching maximum number of customers.
B) Theoretical Background and Research Focus
Literature Review
Literature review is acknowledged as the effective section in every investigation, which
supports researcher in gathering information on the proposed topic from several secondary
sources that ultimately contributes in attaining proposed outcome. The section is useful as it
allows investigator as well as readers to look the same topic with several viewpoints. For
gathering maximum information on the proposed topic, respective investigator gathers have
divided main topic into smaller section and then gathered information on each topic so that
information associated with the same can be obtained in detailed manner. The main sections of
this project are specified as below in detailed manner:
Use of promotional strategies within the organisation
According to perception presented by Mishra, A., (2015), promotion plays essential role
in the growth of every business entity. This is so because; promotion mainly becomes the voice
of the entity which spreads the message of company among its proposed customers and other
associated people. There are ranges of promotional mediums, which have been selected by the
management team of the entity. Some of the common among them includes television, radio,
shopping outlets, billboards, magazines, and social media. In order to adopt these promotional
methods the authorised person especially marketing head of the entity makes use of several
promotional strategies that so that executive promotion effectively. According to Bradly (2019),

Promotional strategies of the business entities are selected by them on the basis of the core
objective, goals and priorities of the company (Hoque, and et.al, 2018). Along with this, it can be
further said that the main form promotional strategies are personal selling, advertising, sales
promotion, direct marketing, and publicity. All of them are highly effective and useful for the
business associations, which ultimately help them out in attracting maximum number of
customers towards them that leads to attainment of several benefits supportive in the success of
the organisation. The main benefits that are adopted by the business entities with the usage of
effective promotional strategies are increasing brand awareness, segment identification,
increasing customer traffic and many others (Why Is Promotion Important for a Business, 2015).
The overall result of these benefits is the increase in sales performance as well as profitability of
the entity that leads to its growth.
Several challenges faced by Marks and Spencer while implementing promotional strategies at
workplace
In the views of Kolowich, L., (2020), Implementation of promotional strategies is acknowledged
as the most essential work within every company as it helps business association in influencing
interest of the customers towards them. It has been analysed that business managers who are
responsible for handling promotional activities. While doing so effectively, these managers also
face some problems which can be seen as the core challenges for them. According to Wood
(2016), Some of the main challenges which have been faced by large scale companies operating
business at international market scale like Marks and Spencer’s while implementing promotional
strategies are generating traffic and leads, providing ROI for your marketing activities, securing
enough budget, managing your website, targeting content for an international audience, training
your team, hiring top talent, delivering an account-based marketing strategy and others (8 of the
Top Marketing Challenges Faced Globally, 2020). It can be further said that all of these
challenges directly influences business performance of marketing head and might result in the
delay of the organisational work (Petrou, Demerouti, and Schaufeli, 2018). As a result, due to
lack of challenges business associations are not able to meet up their promotional objectives that
could have negative impact over their sales performance as well as profitability in negative
manner.

Several ways through which Marks and Spencer could overcome challenges related to the
implementation of promotional strategies at workplace
On the basis of the views expressed by the author named as Claudia, (2018), it has been analysed
that even though, there are range of challenges which are being faced by the large scale
companies while implementing promotional strategies but still these activities are mandatorily
required to be implemented so that they can organisation can attain its proposed goals in terms of
huge sales performance as well as profitability in rightful manner (Sun, Sun, and Strang, 2018)
. Here, it has been determined that there are several effective ways which can be adopted by the
large scale companies so that challenge faced by marketing managers could be managed and
their influence over the organisational performance can be tackled effectively. Some of the
common ways by which large scale companies like Marks and Spencer could overcome these
challenges are use content marketing to drive more traffic, explore social media & email
marketing for skyrocket engagement, run referrals for building trust, sponsor events for customer
experience, work with brand ambassadors to increase brand awareness, use free samples, sales
coupons & promotions to boost sales, adopt refunds & rebates strategies to guarantee quality,
exploit fidelity programs & patronage rewards to increase customer loyalty and others (Bustinza,
and et.al, 2019). All of these are highly influential and effective way by which challenges
associated with the implementation of the promotional activities can be effectively managed.
The relationship between promotional strategies and enhancing business growth of Marks and
Spencer
As per the opinion given by (Sinha, and Sheth, 2018), it has been analysed that the
usage of promotional strategies as well as business growth of the entity is highly related to one
another. It has been basically observed that there is the directly proportional relationship between
the promotional strategies as well as the growth of the company. This is so because, when
business association adopts promotional strategies then they are able to attract customers towards
them. This connection with the customers not only supports firm in maximising their sales
performance but it also contributes in gaining competitive edge within the same marketplace in
rightful manner. Away with this, it has been later determine that the business associations are
adopting several methods for converting their business into the most successful among the all.
Among these strategies, it is promotional strategies has been given as the main preferences by

the company which leads to the attainment of the organisational sales objectives in quicker
manner which ultimately leads to achievement of success in the quicker manner.
In order to gather detailed knowledge on the chosen topic that is “Role of promotional
strategies in enhancing growth of business organisation” , investigator have developed effective
research aim, objectives and questions which are specified as below:
Research aim
The main research aim for the present investigation is “To investigate about the Impact of
promotional strategies in enhancing growth of business organisation”. A case study on Marks
and Spencer.
Research Objectives
 To identify the use of promotional strategies within M&S group.
 To analyse the challenges faced by M&S group when implementing the strategies.
 To asses different ways through which M&S can overcome the challenges with
implementing the promotional strategies and enhancing the growth of the business.
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?

Conceptual framework
The above mention graph is related to the conceptual framework that affecting the
marketing strategy related to business development to ease comparison through customer. Every
product has the different feature and the homogeneity nature that mainly presented from
dimension of the purpose. Internet information technology plays a necessary role in
communicating with the customers and provide them information about the product or service in
detailed manner. The focus of an organisation is to enhance the satisfaction level of customers so
that they can sustain at workplace for longer time.
C) Justification and Contextualization
Project Rationale
The main motive of conducting this investigation is to find out appropriate ways in terms
of strategies for business associations through which they can attain appropriate business growth
in the rapid manner. The respective investigation is highly important as it provides best
Illustration 1: Conceptual framework of marketing strategy

promotional strategies through which business entities can easily find out best possible ways that
leads to the attainment of organisational success (Kasim, and et.al, 2018). In addition, it
emphasizes on determining best possible ways that could be acquired by the large-scale
companies with which the identified promotional strategies can be implemented and its
influential output can be attained by the same company in rightful manner. It can be said that
business growth is acknowledged as the one and only motive of every organization for it puts
range of efforts so that they can spread awareness about their product and services and attract
their respective customers to make purchase for the same. As a result, it would increase sales
performance of the entity and maximize its profitability in the quicker manner. Apart from this, it
can be further that said that the current investigation would also develop the knowledge of the
readers on the proposed topic as it allows them in developing their core understanding regarding
different ways associated with the promotional strategies allows marketing head in executing
their work of attracting maximum number of customers, developing positive image at
marketplace, gain competitive edge etc. which ultimately leads to these attainment of
organisational goals as well as objectives. All of these clearly state that usage of the promotional
strategies is highly supportive towards the business growth of the same entity. The present’s
investigation would be completed in the timely manner as it includes the usage of secondary
method of data collection. Along within this, it can be later said that the present investigation is
supportive in fulfilling current need of the marketplace and business scenario because they are
now a days promotion is day by day becoming one of the common way that is required to be
adopted by the large-scale companies so that they develop strong brand image.
This report would directly provide an over view or guidance to the business managers are
facing problems related to the promotional strategies and its implementation within their
respective company. Also, the findings developed with the same study will work as the blueprint
for them with which they can attain success in the same industry (Nageswarakurukkal,
Gonçalves, and Moshtari, 2020). In addition, business managers can also become well prepared
towards the proposed business problems and can take rightful method or the way through which
they can easily rectify the issues challenges faced by them while implementing promotional
strategies for their business growth.

D) Methodology
Research methodology is acknowledged as the effective section of the every investigation,
which supports investigator in determining the accurate information on the same topic that leads
to the attainment of the respective topic in the quicker manner, which ultimately contributes in
drawing valid outcome on the same topic in rightful manner. This section includes range of
methods and approaches that are acquired by the investigator for conducting effective research.
Some of the methods as well as approaches acquired by the researcher are explained below in the
detailed manner:
Research Philosophy
It is termed as the nature as well as belief of the investigator, which have been carried out
by them while carrying out the investigation effectively. Interpretivism and positivism are two
main types of research philosophy that have been carried out by the investigator as per the
suitability of the investigation. With reference to the present investigation conducted on the topic
is “To investigate about the impact of promotional strategies in enhancing growth of business
organisation”, investigator have made use of positivism research philosophy as it is suitable in
converting the gathered information in understandable format (Cazeaux, 2017). Therefore,
positivism research is imperative for executing quantitative analysis and in this information will
be gathered within descriptive manner as in this statistical and mathematical information area
gathered which are suitable in measuring the outcome effectively. In addition, it provides support
in obtaining outcome in the well-defined manner.
Research Approach
There are essentially two approaches within an investigation, which are inductive and
deductive. Among such type of approaches, deductive approach is more suitable and used by
investigator for doing investigation over interesting topic i.e. “To investigate about the role of
promotional strategies in enhancing growth of business organisation”. This approach of research
helps researcher to gather valid information easily (Subramony, and et.al, 2018). Deductive
approach of study is not much appropriate for doing this research because it is mainly based on
observation (Tuffour, 2017). However, in the context to this present investigation work,
deductive approach will be effectively considering by the researcher, thus, it is best suitable
approach to conduct descriptive evaluation as in this strategies are developed over the existing

theories and helps in assisting the work in right manner via making suitable decision. Hence, the
approach is imperative in providing suitable information over the aspect of promotional
strategies via the help of creating theories and hypothesis.
Methodology and Research Design
Methodology: Qualitative and quantitative are two main forms of methods, which are
used by investigator for analysing the gathered information from several sources. In the present
investigation, the respective researcher has made use of questionnaire thus; it would be analyzed
with the usage of quantitative method. The respective method is helpful in determining best
possible outcome towards the same research problem with the usage of quantitative method. This
method is also helpful in gathering information on the proposed topic within the available period.
Research design: Research design is commonly acknowledged as the structure of the
investigation that is adopted by the researcher for adopting maximum information on the
proposed topic in rightful manner. Experimental, exploratory and descriptive are introduces three
types of research design (Akhtar, 2016). With reference to the present study, the respective
investigator makes use of descriptive form of research design in execute all research activities in
appropriate manner. Whereas, the main reason behind not using experimental and exploratory
research design is that it is not suitable for the present investigation thus if the investigator adopts
this method then it will not be possible for them to adopt required research outcome in the
appropriate manner.
Data Collection Method
Data collection is referred to as the method that is being adopted by the investigator in
order to gather maximum information on the proposed topic. The data is commonly gathered
through the usage of two main methods such as primary and secondary method of data
collection. For gathering maximum information on the proposed topic, the respective researcher
gathers information by using both the methods. In primary method, main preference is given to
the questionnaire, as it is supportive in collecting maximum information from chosen respondent
in well-defined manner (Eftekhari, 2019). Questionnaire is select over interview process because
it is effective in gathering information from the wider population and can save time and efforts.
Whereas interview is a lengthy process and takes, a lot time than questionnaire. On the other
hand, in secondary method, the preliminary preference has been provided to the books, journals,
online articles and others published reliable sources, which cover recent data. With the usage of

these sources belonging to the primary and secondary method, investigator would be able to
gather maximum information on the proposed topic, which would lead to attainment of the
proposed research outcome in appropriate manner.
Data Analysis
Thematic analysis will be used for analysis information or data about the chosen topic. It
is consider as an analytical tool, which support in analysing of appropriate and valid information.
Under this, different themes will be made which assist researcher to easily analyse information.
Thematic analysis is important method for analysing quantitative information in accurate and
appropriate manner (Taherdoost, 2016).
Ethics
Ethics plays essential role in every study. For performing all activities associated with the
investigation researcher is required to consider several principles of ethics which includes
objectivity, carefulness, confidentiality, legality, responsible publication, respect for intellectual
property, honesty and integrity, and many others. In the execution of the research, ethics
consideration is imperative for the researcher to effectively execute the investigation activities,
therefore, in the context to this present investigation primary research will be considering
gathering major information and for this, research ethics ensures the participants about the safety
and security of their participant’s personal data. In addition to this, researcher also needs to
provide consent to their participants for receiving their concern over the project.
Sampling
Sampling is comprehensively said to be as the method of selecting respondents’ from the
overall population. Probabilistic and non-probabilistic are two main forms of sampling methods
among which investigator have selected probabilistic sampling. In this, main preference was
given to the random sampling method under this method in order to select 30 respondents. The
main motive of selecting random sampling technique is that it is supportive in conducting
investigation effectively without indulgence of any type of bias activity (Axelin, Raiskila and
Lehtonen, 2020). In this employees of Marks and Spencer will be select to gather information
about the progression of promotional strategies, therefore, employees are the best selection for
sampling as they are very much close to the operations of the business and appropriate in
providing suitable information about the business and its operations.

Questionnaire
Q1. Do your aware with the concept of endorsement and branding?
(a) Strongly agree
(b) Agree
(c) Nether agree nor disagree
(d) Disagree
(e) Strongly disagree
Q2. What the different strategies which can be used and considered by the management of
Marks & Spencer in term of promotion and creating awareness?
(a) Social media tools
(b) Company website
(c) Books
(d) Magazines
(e) Newspaper
Q3. What are the challenges which can be faced by Marks & Spencer regarding
promotion?
(a) Technological advancement
(b) Regulatory changes
(c) Uncertainty
(d) Fear of globalisation
(e) High capital investment
Q4. What are different plan of action which can be considered by administration of Marks
& Spencer to overcome challenges of promotion?
(a) Determine business environment
(b) Have back of contingency plan
(c) Consumer feedback
(d) Demonstration of marketing value
(e) Understanding consumer behaviour
Q5. What is the importance of promotional strategies for Marks & Spencer?
(a) Create a huge customer base
(b) Increase sales

(c) Improve revenue
(d) Develop marker position
(e) Long term success
Q6. Do you agree that promotional tools assist in making development in the success and
business of Marks & Spencer?
(a) Strongly agree
(b) Agree
(c) Nether agree nor disagree
(d) Disagree
(e) Strongly disagree
Q7. What do you think that promotional strategies play an effective role in business
expansion?
(a) Yes
(b) No
(c) Probable
(d) Improbable
(e) Very improbable
Time Horizon
The Time Horizon is defined as the period within which the project is intended for
completion. According to the research onion, there are two types of time horizons: cross-
sectional and the longitudinal. The cross-sectional time horizon is when there is a pre-set time
established for the collection of data. A longitudinal time horizon refers to the collection of data
repeatedly over an extended period. In the context to this present investigation cross sectional
time horizon will be implementing because it will be effective in providing suitable direction to
complete the project within provided time duration. The major reason for not selecting
longitudinal time horizon is that, there is no time limit as it woks over extended period.
Limitations
Alike every investigation, the respective research too have some limitation. Main
limitations among them are insufficient time, improper behaviour of respondents, limited funds,
lack of resources and many others. The influence of these limitations on the completion of the
project has been taken as negative.

E) Bibliography
Books and Journals
Chang, Y., Wang, X. and Arnett, D.B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management, 72,
pp.17-25.
Vendrell-Herrero, F., and et.al, 2018. Uncovering the role of cross-border strategic alliances and
expertise decision centralization in enhancing product-service innovation in
MMNEs. International Business Review, 27(4), pp.814-825.
Iankova, S., and et.al, 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management, 81, pp.169-179.
Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a
dysfunctional competitive environment: The roles of competitive strategies and market-
based assets. Industrial Marketing Management, 73, pp.7-20.
Olson, E.M., and et.al, 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management, 69, pp.62-73.
Al-Omari, Z., Alomari, K. and Aljawarneh, N., 2020. The role of empowerment in improving
internal process, customer satisfaction, learning and growth. Management Science
Letters, 10(4), pp.841-848.
Hoque, N., and et.al, 2018. Is corporate social responsibility pursuing pristine business goals for
sustainable development? Corporate Social Responsibility and Environmental
Management, 25(6), pp.1130-1142.
Petrou, P., Demerouti, E. and Schaufeli, W.B., 2018. Crafting the change: The role of employee
job crafting behaviors for successful organizational change. Journal of
Management, 44(5), pp.1766-1792.
Sun, Z., Sun, L. and Strang, K., 2018. Big data analytics services for enhancing business
intelligence. Journal of Computer Information Systems, 58(2), pp.162-169.
Bustinza, O.F., and et.al, 2019. Product–service innovation and performance: the role of
collaborative partnerships and R&D intensity. R&D Management, 49(1), pp.33-45.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research, 86, pp.217-224.

Kasim, A., and et.al, 2018. Impact of market orientation, organizational learning and market
conditions on small and medium-size hospitality enterprises. Journal of Hospitality
Marketing & Management, 27(7), pp.855-875.
Nageswarakurukkal, K., Gonçalves, P. and Moshtari, M., 2020. Improving Fundraising
Efficiency in Small and Medium Sized Non-profit Organizations Using Online
Solutions. Journal of Nonprofit & Public Sector Marketing, 32(3), pp.286-311.
Subramony, M., and et.al, 2018. Leadership development practice bundles and organizational
performance: The mediating role of human capital and social capital. Journal of business
research, 83, pp.120-129.
Cazeaux, C., 2017. Art, research, philosophy. Taylor & Francis.
Tuffour, I., 2017. A critical overview of interpretative phenomenological analysis: a
contemporary qualitative research approach. Journal of Healthcare
Communications, 2(4), p.52.
Akhtar, D.M.I., 2016. Research design. Research Design (February 1, 2016).
Eftekhari, A., 2019. Lithium batteries for electric vehicles: from economy to research strategy.
Axelin, A., Raiskila, S. and Lehtonen, L., 2020. The Development of Data Collection Tools to
Measure Parent–Infant Closeness and Family‐Centered Care in NICUs. Worldviews on
Evidence
‐Based Nursing.
Taherdoost, H., 2016. Sampling methods in research methodology; how to choose a sampling
technique for research. How to Choose a Sampling Technique for Research (April 10,
2016).
Heeringa, S.G., West, B.T. and Berglund, P.A., 2017. Applied survey data analysis. CRC press.
Online
Why Is Promotion Important for a Business? 2015. [Online]. Available Through:
<https://blog.resellerclub.com/why-is-promotion-important-for-a-business/>.
8 of the Top Marketing Challenges Faced Globally. 2020. [Online]. Available Through:
<https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-
face-and-how-to-solve-them.aspx>.
8 Marketing Promotion Strategies from Concept to Top Brands Practice. 2018. [Online].
Available Through: <https://blog.bannersnack.com/marketing-promotion-strategies/>.
Bradly. J., 2019. The Importance of Promotional & Marketing Strategies. [Online]. Available
Through: <https://smallbusiness.chron.com/importance-promotional-marketing-
strategies-57205.html>.

Wood. Z., 2016. The challenges facing Marks & Spencer's new chief. [Online]. Available
Through: < https://www.theguardian.com/business/2016/apr/02/challenges-facing-
marks-spencers-new-chief-steve-rowe>.