Digital Business Management and Emerging Technology - Marks and Spenser

This presentation explores the e-business model, competitive strategy, digital marketing strategy, customer traffic data, e-CRM, and cyber security measures of Marks and Spenser in the context of digital business management and emerging technology. It also provides recommendations for the company to improve its digital presence and comply with e-business ethics.

Digital Business
Management and
Emerging Technology
Marks and Spenser

TABLE OF CONTENTS
• Introduction
• Main body
• E business model
• Competitive strategy
• Digital marketing strategy
• Customer traffic data
• E-CRM
• Cyber security measures
• Conclusion
• references

INTRODUCTION
• Digitalisation is evolving and contributing in the business to great extent.
• In today's world businesses are required digital presence for survival in the market for longer period.
• Marks and Spenser the multinational company which deal in clothing, accessories, footwear etc.

E business model and concepts and
strengths and weaknesses of company
• There are various e commerce model and the model which is used by marks and Spenser is given below:
Advertising model-
• this is the model which is used by the company for advertising purpose.
• The main objective of this model is to reach to the specific target audience.
• In this model there is advertising media or platform where company run their advertisement.

Cont..
Strengths
• with the help of advertising model, marks and Spenser
can introduce new products in the market easily.
Weaknesses
• this model will add cost of production when company
will give advertisement of the product than that will
definitely comes with cost.

Competitive strategy and digital business strategy followed by the
company
low cost leadership-
• it is the competitive strategy which is used by marks and Spenser.
• Company uses this competitive strategy so that they can target low income group customers as well.

Cont..
Social media campaign-
• it is the digital business strategy which is used by marks and Spenser.
• Under this strategy businesses run campaign on various social media platforms in order to promote their
goods and services.
Recommendations
• marks and Spenser is following low cost strategy as their competitive strategy, company can also follow
customers and supplier intimacy along with this strategy.

Digital marketing strategies with
recommendations
email marketing-
• this method is widely used and also helps company in getting touch with customers.
• Marks and Spenser sends personal email to the customer regarding various offers and deal and discounts.

Cont..
Social media marketing
• this is the modern and most used method which is used by most of the
companies for the purpose of doing promotion.
• There are various social media platforms which are facebook, linkedin,
instagram, snapchat etc.

Cont..
Mobile marketing
• it is the highly famous digital marketing option which is also used by marks and Spenser.
• Under this strategy company can send promotional messages to the customers.
Recommendations
• although company is actively using digital marketing strategy but there are various strategies which
company can also use.

Customer traffic data with recommendations
• customer traffic data is an insight which denotes the number of
customers which has visited company's website or online portal.
• Company which is chosen for comparison with marks and
Spenser is Sainsbury.
• If social media traffic of both companies get compared than it
can be said that Sainsbury have more traffic on different social
media platforms as compared to M&S.

Cont..
Recommendations
• in order to increase customer traffic on social media platforms it is important that marks and Spenser remain
active on these platforms everytime.
• Solely for this purpose company can also appoint team of employees which will handle all there social media
accounts.

E-CRM and social network channels of company with
recommendations
• E-CRM or electronic customer relationship manager is the internet based application like websites, emails etc.
• nowadays company's have started using its electronic version because it is easy to use and also company can
easily maintain their relations with their customers.

Cont..
social network channels
• company have presence on almost all social media channels and also they are active on these channels.
Recommendations
• although company have presence over social media but it is important that they monitor their social media
channels.

Cyber security measures and if company comply
with e business ethics with suggestions
• if company is selling products online than it is important that they use various cyber security measures in order
to keep customers and business data safe.
• There are various tools which can helps company in safeguarding them from online threats.
Using strong password
• M&S can safe their personal data by creating strong password.

Cont..
Installing firewall
• firewalls acts as the gatekeeper within the internet and the computer.
Business ethics
• M&S make sure that they carry their business by following ethical practice.
• Ethics without business in not considered good in today's world and also customer don't prefer those
companies which do business without following ethics.

Cont..
Recommendations
• there are various security software which can be used by the company like anti virus, anti malware etc.

CONCLUSION
• Through this report it can be concluded that e commerce model which is used by M&S is advertising model.
• This model is selected by company because through advertisement they can target more customers.

REFERENCE
• Books and Journals
• Agrawal, P. and Narain, R., 2018, December. Digital supply chain management: An Overview. In IOP
Conference Series: Materials Science and Engineering (Vol. 455, No. 1, p. 012074). IOP Publishing.
• Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce management.
Pearson UK.