Critical Review of Marks and Spencer's Marketing Practices

CRITICAL REVIEW

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Application of marketing process by M&S.................................................................................3
Reflection on current marketing practices...................................................................................4
Omni channel marketing, theories and models used by M&S....................................................5
Recommendation based on review of article...............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Critical review can be defined as the summarization and evaluation of ideas and information
that has been personated in article. It means thinking carefully and also analysing the strength
and weakness that has been given in article. Present report will lay emphasis on Marks and
Spencer. It is major British multinational store which has been headquartered in London.
Company is specialised in selling high quality clothing, food products and home appliances.
Assignment will lay emphasis on M&S applying the marketing process in trade journal article. It
will also explain how this article reflects marketing practices. It will also explain the marketing
theories and models which has been used by M&S. Report will provide recommendation on
review and practices followed by company.
MAIN BODY
Application of marketing process by M&S
Mission: Marks and Spencer has set their mission to provide high quality of food product
through campaigning. Marketing process can be defined as that way which has been used by
company in order to create value for the products and services supplied by them. In this firm is
engaged in analysing the situation, gathering resources, formulate the strategies and make better
decisions in order to achieve their ultimate goals and objectives. They are clear that we needed to
protect the things that make M&S Food special: industry-leading quality, exceptional sourcing
and famous innovation
Analyzing industry positioning: It has been analysed from the article that Marks and
Spencer is bringing back its much loved food brand. As Marks and Spencer is Britain’s largest
retail store to grab consumers they are making use of an appropriate marketing strategy. Like for
example in order to increase the liking of their food products they have targeted a specific range
of consumers (Tuten and Solomon, 2017). Firm is laying emphasis on going less premium and
targeting young adults and families. They are trying to increase the liking of their products in this
segment. They are making use of competitive positioning strategy where they are working on
providing high quality of food than their competitors and that too on low price.
Marketing tactics: They are making sure that company offers a powerful and wide variety
in food segment. It has been analysed from the article that Marks and Spencer is making use of
collaborative customer relationship like they have created the advertisement to show case quality
and value of products in a authentic way so that food sales continues. Also it has been analysed