Impact of COVID-19 on Business Strategies: A Case Study of Marks and Spencer

This research evaluates the impact of COVID-19 on the marketing and advertising strategies of Marks and Spencer. It discusses the importance of marketing and advertising strategies for company's success, pandemic impact upon sales of M&S, and practical tips for advertising and marketing initiatives during the COVID-19 pandemic for M&S. The research methodology includes a positivism approach, deductive approach, survey research strategy, and quantitative research choice. The literature review highlights the importance of marketing and advertising strategies for company's success and the impact of the pandemic upon sales of Marks and Spencer.

Proposal

Table of Contents
"To evaluate impact of COVID 19 on business strategies. A case study of Twitter".....................3
Research aim –.................................................................................................................................3
Research objectives -.......................................................................................................................3
Research questions...........................................................................................................................3
Rationale for the research................................................................................................................3
Research Methodology....................................................................................................................3
Literature review..............................................................................................................................4
Importance of marketing and advertising strategies for company's success...............................4
REFERENCES................................................................................................................................6

"To evaluate impact of COVID 19 on business strategies. A case study of
Twitter"
Research aim –
To evaluate the impact of COVID 19 on the marketing and advertising of company. A case study
of Marks an d Spencer
Research objectives -
 To evaluate importance of marketing and advertising strategies for company's success
 To assess understanding about the pandemic impact upon sales of M&S
 Practical Tips for Advertising and Marketing Initiatives During the COVID-19 Pandemic
for M&S
Research questions
 What is the importance of marketing and advertising strategies for company's success?
 Discuss about the pandemic impact upon sales of M&S ?
 Practical Tips for Advertising and Marketing Initiatives During the COVID-19 Pandemic
for M&S
Research Methodology
Research Philosophy: This is known as part of research methodology in which there are types
of philosophies including positivism and interpretivisim. In the present research, positivism
approach is used and quantitative evaluation will be done.
Research approach: It is defined as approach used for resolving issues within topic. There are
two types of research approaches including deductive and inductive. In this research, deductive
approach is sued for completing the project.
Research strategy: The research strategy used in the project is survey. Questionnaire will be
used to collect data from respondents and then interpretations will be used for making research
outcomes.
Research choice: In this research, quantitative research choice is used which is helpful in saving
time. In this, data is gathered through numerical representation.

Data collection: For gathering primary data, this research uses questionnaire method for
collecting data. On the other hand, secondary information is collected through articles, books and
publication researches.
Sampling: In this research, random sampling is used to choose respondents for survey. 50
respondents are chosen for taking this survey.
Literature review
Importance of marketing and advertising strategies for company's success
Marketing simply helps the business to sell its products and services. With the help of marketing
the customers get attracted towards the product and services. The customers get attracted only
when a company furnishes relevant information about their products and business and this can be
achieved with the help marketing. Marketing also helps in maintaining and building the company
reputation.
Reputation is built when a company effectively meets the expectation of the customer. Marketing
is a communication channel used to inform the customer regarding the product and services.
Marketing also helps the company to continuously upgrade their existing products and if require,
launch a new product according to the customer preference and taste.
One of the most successful marketing platform is social media. Social media has evolved over
the period of time and has become an integral part of the customer experiences. Majority of
company's now-days use social media such as Instagram, Facebook etc. to market their product
and services so that they can get a competitive edge over the others.
Impact of pandemic upon sales of Marks and Spencer:
There is rapid decline in the growth of marks and Spencer during the lock down. Marks and
Spencer deals in home products, food and clothing which require the physical appearances of the
customer by way of reaching the retail outlets. During lock down all the stores of M&S have
been closed down, therefore the company will not be able to sell their products through its
outlets. In order to sustain in the market and to meet out its fixed cost the company has to adopt
new strategies to sell their product such as shifting towards online platform to sell their products
to the customer using such platform and products will be delivered to them at their addresses.

REFERENCES
Books and Journals
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Malhotra, N., Nunan, D. and Birks, D., 2017. Marketing research: An applied approach. Pearson.
Baker, M.J., 2016. What is marketing? (pp. 25-42). Routledge.
Giraldo Oliveros, M. and Esparragoza, D.J. eds., 2016. Gerencia de marketing. Universidad del
Norte.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Godin, S., 2018. This is marketing. Portfolio/Penguin.
Churchill Jr, G.A., 2017. Marketing. Saraiva Educação SA.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Jobber, D., 2016. EBOOK: Principles and Practice of Marketing. McGraw Hill.