Impact of Covid-19 on Marketing Planning: A Study on Marks and Spencer Company

BUSINESS MANAGEMENT
& CAREER
DEVELOPMENT WBL
MINI PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Significance..................................................................................................................................3
Aim and objectives......................................................................................................................3
Secondary research .....................................................................................................................4
Primary research .........................................................................................................................7
Evaluation..................................................................................................................................13
CONCLUSION and Recommendation..........................................................................................13
Conclusion.................................................................................................................................13
Recommendation.......................................................................................................................14
Reflection...................................................................................................................................14
REFERENCES..............................................................................................................................15
Appendix........................................................................................................................................17

INTRODUCTION
Background
Marketing is defined as promoting company products and services in front of the target
customers. The role of marketing is significant for every business organisation as the practice
motivate the target customers to buy company's products and services in the respective market.
Retail sector is among the highly competitive business environment sector that deal with massive
level of market competition. Role of marketing is significant in the sector as the high competition
always require high brand value that can attract to the buying decisions of customers in
respective target market. Recently covid 19 has been faced b y this whole world (Strotmann and
et.al., 2021). The pandemic could create a consequence such as lock down, shut of stores of
companies and many such restrictions that could completely demolish the business practices
adopted by the organisations. IN the situation of covid marketing became the key approach that
could support the busies houses to achieve all different business objectives. Technique of
marketing could motivate to the business houses for mitigating the overall business objectives.
Retail sector is highly competitive due to its product segment. The sector offer basic products
such as food, clothing line and other home products.
Rationale
This study is relevant in the current situation of covid. The pandemic has challenged to
all different business practices adopted by the business organisations (SYAIFULLAH and et.al.,
2021). Relevance of marketing become more crucial in the recent pandemic situation which
could motivate to the business ventures for completing all different business objectives.
Significance
This study will influence the board of directors in companies about the marketing
practices adopted. Marketing professionals will also get influenced with this study. Government
will also get a proper direction due to this study in order to ensure proper policies for company to
deliver its marketing activities.
Aim and objectives
Aim:
 To analysis the impact of covid 19 over marketing planning in companies. A study on
Marks and Spencer Company.
Objectives:

 To understand about the concept of marketing.
 To evaluate the different strategies adopted for delivering the marketing activities.
 To understand the impacts of covid 19 over marketing practices adopted by company
specially the post pandemic time.
 To provide necessary recommendations for addressing different challenges of marketing
post covid time.
Research questions
 What does it mean by marketing?
 What are the possible strategies that can be adopted to deliver the marketing campaign of
company?
 What are the possible impacts of covid 19 over marketing campaign of company
especially in the post pandemic situation?
 What can be the possible recommendations for addressing different challenges of
marketing post covid time?
Secondary research
As per the views given by Rizal, Afrianti and Abdurahman (2021), marketing is defined
as organisation the products and services offer by the business venture in front of the target
customers in respective market. The role of marketing is such that it improve projecting the
features of the product in front of the target customers so that buying decisions of consumers can
be attracted. Presenting the features of the product in campaign of marketing become essential
for the professional so that potential or target customers can be attracted towards buying the
product offer by the business entity. Building customer relationship is also among the key role
marketing play in context to the business organisation. Ramadhan and Gunarto (2021), has
presented its views over marketing in its study is that creation of brand value is among the key
role marketing activity play in the organisation. The competitiveness of the market make it more
essential for the business venture to create and sustain its brand image in respective target
market. Positive brand value is a core weapon that inspire the potential customers to make a
buying decision in respect to the product offer by the organisations in market. The contribution
market play is to ensure the survival of the companies irrespective of the high level of market
competition associated with the market. Retail sector is highly competitive sector due to its
product portfolio. The products offer in the sector are all basic products require for living such as