Digital Marketing Strategy for Marks And Spencer

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the Digital Marketing Process- ..............................................................................3
Situations Analysis of M&S market...........................................................................................4
Digital business and digital marketing strategy...........................................................................6
Formulate objectives....................................................................................................................7
Design implementation plan to meet the objectives....................................................................7
Budgeting.....................................................................................................................................8
Measure the campaign.................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
This report is about Digital Marketing Strategy. As digital marketing strategy is a process which
describe a series of action used in online marketing channels to accomplish the goal of the
organisation. While digital marketing allows an organisation to build their business online by
using marketing strategies and move towards growth of their firm (Patrutiu-Baltes, 2016). The
chosen business organisation is “Marks And Spencer”. The objective of this report is to create
the digital marketing campaign by analysing the different situations through SWOT ,PESTLE
and VRIO so that a organisation can know the market conditions and formulate the strategies as
per the situation arises and link the digital business with the marketing strategy by formulation of
the objective and implement the plan through STP Model i.e., segmentation, targeting and
positioning and also measure the budgeting process and campaign. The purpose of this report is
to create the overview of the digital marketing process.
MAIN BODY
Overview of the Digital Marketing Process-
As this report is mainly describe the digital marketing strategy to create an campaign of the
organisation “Marks And Spencer” by following the various steps of digital marketing campaign.
The organisation must start through examine the situations occurred in market by SWOT ,
PESTLE and VRIO analysis i.e., knowing the company strength, weakness, opportunities arises
in the market and overcome with the threats and deal with the political, economical, social,
technological, legal and environmental issues while maintaining the internal and external
environment of the firm. And link all the situations of digital business with digital marketing
strategy to expand their business in the market and increase their market share while competing
with other organisation (Kingsnorth, 2019). After link-up the next step is to formulate the
objective so that they are clear towards the goal and effectively work upon it and design the
implementation plan through the STP model which helps in segmentation of the work , target to
be achieved and position to be known to complete the goal or objective of the organisation and
make the plans which is appropriate for spending the money in budgeting process. As budgeting
is the process which just balancing the expenditure with income of the organisation. And
measure the campaign as per the above strategies form.

Situations Analysis of M&S market
To examine internal factors and external factors of “Marks And Spencer” the SWOT analysing
would be studied. The SWOT analysis of M&S is covering the business strength, eliminate
weakness, use the external opportunities and counter the threat of this retailer which hold 17% of
market share of UK in clothing area (Neacsu and Platon, 2019). To increase the market share the
M&S needs to explore modern market and improve their online marketing. As four types of
strategies were form at the time of SWOT analysis -
Strength- M&S focus more towards the customers services provided by them and having
an major strength while providing a high quality of products and also try to make customers
comfortable by supplying modern designs clothing and build strong e-commerce infrastructure
so that the customers can easily order through online platform and the company can reach higher
sales in the market of UK.
Weakness- Its an area where M&S can improve, as the clothing market are divided in
many sections and M&S suffers from the unbalance of stock and information technology
system. As the need more investment in new technologies so that they can improve their
weakness. Another issue of the company is that they are having many store space, to overcome
this problem they can find new products to stuff its extra space.
Opportunities- M&S can develop an opportunity by using the fast internet technologies
by which they can offer an opportunity to increase the demand for online goods so that they can
maintain their market position and make it easy operating model so that the customers can accept
this model and follow it to buy products.
Threat- As they are having the threat with other competitors because the clothing
industries having more competition as they have to follow the daily changing trends in the
clothing area (Kamath, Brijesh, and Mallya, 2018). In the food market they are competing with
Tesco, Sainsbury, Safeway as they all provide a high quality of goods and also value-added
products to build customers loyalty.
To examine the macro-environment and micro-environment the PESTLE analysis of
M&S would be studied as the external factors that indirectly having an impact towards the
organisation consisting of political, economical, social, technological, legal and environmental
issues (Perera, 2017). By analysing the PESTLE it is helpful to understand the market strategies
and improvement towards the strategies of M&S. To analysis the PESTLE of M&S as-