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

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