Digital Marketing Strategy for Marks and Spencer: Situational Analysis and Action Plan

This report provides a digital marketing strategy for Marks and Spencer, including a situational analysis and action plan. It covers PESTLE analysis, Porter's Five Forces, SWOT analysis, segmentation, targeting, and positioning, marketing mix, budget allocation, and action plan.

Project (Presentation)

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Critically Assess the company’s current online presence (situational analysis) and Develop a
digital marketing strategy (with objectives, tactics, actions and controls) :................................3
PART 2..........................................................................................................................................11
Marketing plan...........................................................................................................................11
Discussion of SEO and Keyword techniques.........................................................................12
Discussion of basic principles of Google Analytics and other analytical tools...................13
Reflection (following Gibb’s Reflective Cycle)......................................................................14
THE BLOG....................................................................................................................................15
REFERENCES..............................................................................................................................15
Online References..........................................................................................................................16
APPENDIX....................................................................................................................................17

INTRODUCTION
Any marketing which utilises several electronic devices and it can also be utilsied
through marketing experts in order to convey various promotional content and evaluate its effect
by the journey of the consumers. In this, digital marketing basically means to the marketing
campaigns which is there on the desktop, tablet, phone or any other device. In addition to it, this
can be of various forms, involving display ads, marketing through search engine, online videos,
social media platforms (Biroscak, and et.al., 2018). Moreover to it, digital marketing is mainly
sin comparison to the old school marketing technique like, billboards, magazine ads and direct
mail. The following report is based on the company Marks and Spencer, which is multinational
British organisation that specialises in selling retail merchandise which includes home products,
clothing goods, and food items in the market area of England. Further more, the report will also
be covering about the the company’s current online presence (situational analysis) as well as a
digital marketing strategy (with objectives, tactics, actions and controls). It will also involve
several frameworks in order to evaluate the competitiveness of the company.
PART 1
Critically Assess the company’s current online presence (situational analysis) and Develop a
digital marketing strategy (with objectives, tactics, actions and controls) :
Executive Summary – Marks and Spencer group Plc is the main international retailing company
and also organisation is having their headquarter in London, United Kingdom. M&S was
founded by Michael Marks and Thomas Spencer in the year 1884 and now organisation is having
more than 950 outlets in whole United Kingdom. The plan of marketing is made for the
organisation Marks and Spencer in order to make the expand their operations in different parts of
the country. In addition to it, the firm desires to increase their sales with the help of several
digital media platforms in order to make them provide their offerings to their existing consumers
as well as to their potential base of customers in the market area (Brown, and Crosno, 2019). As
this can assist the firm in increasing their sales revenue which will help them in increasing their
profitability and it will lead to their long term sustainability and growth in the market.
Objectives
The main objectives of the firm Marks and Spencer is scaling their operations in different
parts of the country and these objectives are mentioned below briefly:

 To acquiring the market share with 40% in upcoming year.
 To gain revenue of 50% in upcoming 9 months.
 To increase sales by 40% in next 8 months.
PESTLE Analysis:
PESTLE is a business tool which giver a over all view of the whole environment from many
different angles that one wants to check and keep record while contemplating a certain idea or
plan.
 POLITICAL Factor - Factor in which government may influence the economy or a
industry. Political factor includes tax policies, fiscal,trade and many more. In case of the
company Marks and Spencer, management can utilize the benefits of the large EU where
product travel freely across various countries. In addition to it, two main components
effecting the organisation are political stability as well as taxes (Campo Escobar, 2020).
If authorities enhances rates of taxes then later raises the rates of merchandise of M&S
which have negative impact on sales of its product as well as on their long term growth
and success.
 ECONOMIC Factor - This element refers to which influence an economical
performance that directly impact as company and it includes the inflation rate, foreign
exchange rate economic growth and etc. Number of consumers in the England is
preferred local store instead of the products of Marks and Spencer. Stores that are budget
friendly are directly threat to target market of the respective organisation which can lead
to negative impact on the long term sustainability of the company.
 SOCIAL Factor – It refers to the element which determine the social environment of the
market like cultural trend, demographic, population analyse and many more. In relation
to the Marks and Spencer, management wanted to scale their business in accordance to
accomplish the dynamic needs and trends in the sector (Gerena Cruz, and et.al., 2021).
As the organisation is getting major competition from small retailers also.
 TECHNOLOGICAL Factor -These factor are also known as innovation in technology
that may effect the operation of the company. This refers to the automation, research, and
development and the amount technological awareness. In accordance to the company
Marks and Spencer, outlets are modifying and adapting the new technologies within the
market and has also introduced multiple self checkout stores and plan to modification the

usage of all based checkout in the near future. New technology may help the brand make
a stronger presence.
 LEGAL Factor - Factor have both external and internal sides. Legal-factor consists
consumer laws, safety standards, labour laws and etc. Legal analysis takes into account
both of these angles and then charts out the strategies in light of these legislations. For
example, consumer laws, safety standards, labour laws. In case of the company, M&S
were eventually convicted two charges one is based on health and safety at work act 1974
in order to take measures (Gundala, Singh, and Cochran, 2018). These convicts holds and
affect the brand image and this is something that a business strategy will not be able to
elevate
 ENVIRONMENT Factor- Includes all those that influence or determined by the
surrounding environment certain industries particularly like tourism,farming,agriculture
etc. In context to M&S promote themselves as a luxury brand, due to this they are highly
concerned about the environmental effect that leaves the brand behind.
Porter's Five Forces: Supplier's Bargaining Power - In relation to the Marks and Spencer, suppliers would not
relish their power in which they will not force the business for maximising their fewer
evaluated. As the business have various amount of supplier to offers them effective raw
material and facilities. Buyer's Bargaining power – In context to the Marks and Spencer, there are higher term
of options that are same goods of diverse brands for customers in fashion retail sector to
purchase by which it offers consumers an immense power due to which they can
purchase from other business. Competitive Rivalry – Marks and Spencer functions in an effective competitive fashion
retail sector in which product segmentation present that is not effective for business for
longer term of profitability (Išoraitė, 2020). To overcome this component, management
can coordinate with their challengers to enlarge the global market structure or by creating
more sustainable and inexpensive goods then their challengers. Threat of New Entrants - In relation to the Marks and Spencer, new entrants that can be
a threat in which fashion sector as individual can effectively shift from one brand to other
in search of same goods that they want.

 Threat of substitute products – In context to the Marks and Spencer, substitute goods can
be a threat in fashion sector as individual can effectively switch from one brand to other
in search of same goods that they need (Siskind, 2018).
SWOT analysis:
Strengths
 Goodwill and brand reputation of the
company is one of their major strength
which assist them to gaining more
consumer base one with the helps of the
brand name.
 Marks and Spencer has the brawny
leadership which has helped them to
attain more success in the market
globally.
 Marketing of the Marks and Spencer is
one of their strengths and company is
majorly focusing on advertising their
goods on the different social media
platform.
Weakness
 Several legal allegation which the
organization has faced in recent years
has lead to negative impact of the
company's goodwill which can effect
the long term sustainability in the
market area.
 Organization is majorly influenced by
the British culture and because of this
company always lacks in coping up
with the new trends and dynamic needs
of the consumers.
Threats
 The other organizations that are selling
similar goods in the same market can
act as the threat to the company. As
there are several low budgeted products
which other companies are selling
globally.
 COVID 19 can act as the threat to the
company as due to the pandemic, it has
impacted the profitability of the firm
Opportunities
 Company can increase their market
share to middle east rich nations in
order to increase their brand value as
well as sales revenue in the market
share.
 Marks and Spencer, can utilities several
strategies and also adapts various
technological advancement in their
operations in order to minimize their

drastically. manunal work which will eventually
lead to low chances of errors and also
the attainment of the goals and
objectives effectively and efficiently.
Segmentation, Targeting and Positioning:
 Segmentation – The respective organisation Marks and Spencer, has segmented its
operative market in accordance to their consumer base as well as their offerings that are
categorised in luxury and top quality midscale. Company is concentrated on offering
services and products to their premium and rich consumers globally.
 Targeting – The target consumers for the Marks and Spencer are the elite rich conusmer
that are more ready to pay for the expensive products and premium products which are
offered by the company. The firm aims to target several above middle class people for
their goods. Positioning – The organisation has positioned themselves with the premium goods and
services (Kieu, and Mogaji, 2018). It focus to offer top quality goods to their consumers
and it company does not compromise to the low quality which can impact their brand
value.
Marketing mix
The 7Ps of the marketing mix of Marks and Spencer are mentioned below briefly :-
 Product – The firm majorly focused in selling food items, home products and clothing
merchandise to their premium consumer base. Company is working on selling several
customized cloth to the people and firm also does not compromise with their quality in
order to maintain their goodwill in the market area.
 Price – Company possess its own house brands for clothing of men, kids and men.
Commonly such products in house brand are majorly priced among the medium to higher
division due to its higher quality. Still marks and Spencer, is following the competitive
strategy of pricing in order to make them choose from due to the enhanced rivalry. M&S
also encounters rivalry from several small online retailers as well as other big giants in
same industry.

 Place- M&S is the global company that has more than 900 outlets functioning in around
52 nations. In addition to it, main company is in the England in which the organisation
has around more than 850 outlets. Also company has expanded its business to the other
parts in the world. Marks and Spencer, also offers a choice for global delivery for their
limited goods.
 Promotion – Management of M&S opts its marketing techniques appropriately in order
to aligns its marketing programs with the digital marketing and in the outlets techniques
(Tafesse, and Wien, 2018). In addition to it, Marks and Spencer shows to offer a
appropriate content on every mode of interaction. In addition to it, M&S utilities the TV
ads, print media and other campaigns which are done on social media. The firm utilities
their website in order to market their brand, products.
 People – Marks and Spencer has hired more than 70000 employees in their stores in over
50 nations. The firm specially focuses on paying appropriate attention to the workers.
The firm is following a policy of competitive paymet in order to retain and engage their
workers. Apart from this, the basic pay the firm compensate their workers based on their
working in order to enhance the performance of individual.
 Process – Stores of the Marks and Spencer can be easly found in urban area, malls,
premium places. Outlets of the company are more appropriately organised in comparison
to the other outlets. Their stores are separated into several floors that assist in separating
their section for all different category of products which are offered by the company.
 Physical evidence – Company has various stores in over 50 nation around the globe.
Management of M&S is focused in the market area of United Kingdom in which the firm
has almost 800 outlets. Few of the other nations in which company has got their existence
are Spain, Turkey, Finland and many more. All the outlets of the compant acts as their
physical evidence.
Budget Allocation
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000

Print media 7000
Total 148000
Action plan
Objectives Strategy Tactics Control and
measure
Time period
To holding the
market share
with 40% in
furthermore
year.
It might be
accomplished by
creating such
marketing tactics
that have an
impact on the
potential
consumers that
are available as
per to their
facilities of the
respective
management.
By utilising
social media
medium, the
respective
management can
promote their
management and
influence larger
consumer base.
It shall be
evaluated by
amount of new
consumers who
visit the respective
management that
are avail as per to
their facilities.
5 months
To gain revenue
of 50% in
upcoming 9
months.
This shall be
accommodate by
presenting such
packages and
provide for
consumers by
which they use
facilities.
By
demonstrating
offers such as
free breakfast
and drinks or
loyalty
approaches for
the users.
It shall be
examined by the
new users who
comes in certain
period of time
between offer.
1 year
To increase sales This might be By following It can be evaluated 15 months

by 40% in next 8
months.
attained by
influencing
consumers by
providing lower
cost to them.
new users and
new methods of
offers such as
discount coupon
or referral points
in respect to
provide
advantages the
consumers also
and respective
management as
well.
by the amount of
the discount
coupons that are
utilised and the
referral points that
are collected by
the respective
business of
management.
Controlling and monitoring:
Controlling means to the method of supervising the work in order to make sure that if the
work is functioning on time, budget which has been allocated and scope as well. Monitoring
means to the method of comparison of the appropriate performance with the one that is planned
in order to make sure that there is low risk in the working with the task (Xiao, 2019). In case of
Marks and Spencer, can utilise the benchmarking method in accordance to observe their
progress. Benchmarking means to the activity which is opted by the firm in order to determine
their performance with comparison with the other performance of the other organisation. Also,
its rivals majorly concentrates on understanding the growth opportunities for the firm internally
in order to broad the scope of betterment of their organisation.

PART 2
Marketing plan
Marketing Plan Ideas for completion
The title of my blog is The Blog title is “Sports and Sports Events”.
My inspiration for the
blog was…
Sports is the act which involves the skills and physical exertion in
which a person or team competes with other team or a person for
the purpose of environment.
My target audience
is…
The target audience is the spectators and the participants.
My USP (unique
selling point) is…
The technology is used in unique way which provides lot of
information to several people that helps them in career
development. My blog is unique as the sports information provided
is of quality which motivates and inspires other to being in that field
and developing their future.
My target audience
will find it via…
The content of my blog can be find by target audience as it will be
published on social media such as Facebook, Twitter, Instagram. To
publish the source of several sports hashtags will be used and
several campaigns will be organised that can inspire individual.
My readers will share
it because…
The readers will read the information as it provides them lot of
quality based knowledge and information as the content provided is
so informative that will encourage people to develop their career
path. The blog also provides importance of Sports in every event
and how it is interrelated with other field.
How will I test my
blog before I publish it
(and before I finish this
assessment
To test the effectiveness of blog the comments and feedback from
the target market will help me for improvising more content of
blog.

Discussion of SEO and Keyword techniques
SEO is denoted as Search Engine Operations which assist in providing different types of
data and alerts about the overall health and growth of the website. With the help of these tools all
the areas of opportunities can be cover and also help in identifying all the weakness that reduces
the ranking and visibility in the SERPs (Bala, and Verma 2018). There are different types of
SEO tools which assist in optimizing the websites. The most commonly used free and paid tools
has been discussed below:-
 Google Search Console:- Google Search Console is also known as Google Webmasters
Tools. This is basically a free tool which are offer by the Google and this tool is being
considered as the most standard tool in the tool kit of SEO. With the help of this tool the
an individual can effectively monitor, maintain, and troubleshoot the blogs which are
present in their Google search result. Along with this, tool also help in resolve server
errors, site load issues, and security issues like hacking and malware which assist in
marketing the blogs which are created by the them. Any adjustment or maintenance
which is done by the creator is done in a very smooth manner in relation to search
performance.
 Google Ads Keyword Planner: - keyword planner is another free tool which is offer by
the Google. This tool is basically the part of their Google Ads product. This tools also
being considered as a great tool which are used for SEO even though it is developed for
paid search. This tool is used to find the new keyword which is related to the blogs and
sees the estimates of searches they get (Paul, and Criado, 2020). Keyword Planner assist
the individual in research keyword for their sports blogs which are designed by them. By
using this tool the creator of the blogs effectively identify how much people are search
for their blogs and how many times in a month.
 Backlink analysis tools:- different types of link analysis tools are available in the
market which assist in marketing. The most commonly analysis tools are AHREFs and
Majestic (Dabić, and et.al., 2020). The user of Backlink analysis tool effectively analyse
that which Website are linking to the own website and competitors websites. Backlink
analysis is basically the comprehensive review of a website's which assist in determining

the performance of the sites or blogs and also helps in identifying the different issues
which affect the search engine ranking of the user. By using this tool the creators of the
blog effectively build a brand authority which helps in effective marketing of the blogs
along with this, this also help in developing new relationships with the customers.
Discussion of basic principles of Google Analytics and other analytical tools.
Google analytics may be defined as a web analytics service which provide different types
of statistics as well as basic analytical tools for search engine optimization (SEO) and marketing
purposes. The services which are comprises in this are basically the part of Google Marketing
Platform and the most important thing is that there are available free of cost to anyone with a
google account. The basic principles of Google Analytical in relation to the blogs has been
discussed below:-
 Collection:- in the data gathering process collection is being considered as the first step.
A tracking code need to be put on the website in order to work for Google analytics.
These codes are written in the Java Script on the websites and on mobile these are
written in the form of SDK (Software Development Kit). This code need to placed before
the closing head tag (</head>). This is being considered a the most important step as
when a user put the tracking code on the top, a hit is record by the Google Analytics
event if the user of the blog leaves the blog before loading completely. With the help of
tracking code if the user is on one page then the JavaScript works asynchronously. This
state that it runs whole time during the blogs is used (Dash, Kiefer, and Paul, 2021).
Along with this, this code collect the important information like the URL, preferred
language, browser being used, type of computer, OS system and many more and ten send
to the Google analytics as a blog hit. On the mobile phones this process is similar.
 Configuration and Processing :- this is being considered as the next two step of the
principle of Google analytics. These two steps work hand in hand. These two principle
comprises of four steps like Data is organized into user and sessions, Imported data is
joined with Google Analytics, Addition configurations are applied, Data is aggregated
into database tables. One of the most important thing which and user keep in their mind
while processing that the session is ends up after 30 minutes. This state that if multiple
blogs are accessed by the user in a short time period then this is being considered as the
one session (Dhaliwal, Singh, and Paul, 2020). Along with this if the multiple blogs are

accessed but with in 30 minutes then this would be considered as multiple session. The
user of the processing have to keep in mind that they can change the session time
according to their needs.
Every thing which happened in the processing phase is control and manage by configuration. In
this step the data must be include, exclude and modify before processing phase. Correct
configuration is important for good effective result in the end.
 Reporting:- this is being considered as the last and final stage of the Google analytics
process. It is very important for the user to remember the data hierarchy. User, Session,
Hit are used in understanding that which elements or dimensions are go together to
identify the information and analyse it correctly. The process of reporting is customizing,
so its suits the creator of the blog. This is possible with the help of API (Application
Program Interface) and the Google Analytics reporting interface. It is very important that
AIP needs to be specific.
Reflection (following Gibb’s Reflective Cycle)
This is being considered as one of the most important as well as famous cyclical models
of reflection which help in exploring and experience. This model comprises of six stages which
help in determining the challenges. With the help of Gibb’s Reflective Cycle the challenges
which have been made by me have been discussed below:-
 Description:- the above blogs represent about the physical fitness and sports the
importance of it. This help me in enhancing my learning physical fitness and also
understand the barriers which have been faced within the understanding of sports (Lim,
Yap, and Makkar, 2021). What are the factors which help in promoting the physical
fitness and sports.
 Feelings:- with the help of this blog I am able to understand the real objective of the
physical fitness and sports for the long term health benefits and knowledge of the
different sports activities. Because of this I can help others to be more fit.
 Evaluation: Based on the blog, I was able to determine the need of the understanding of
sports in the blog making, the modes of making the blogs, different channels of blogs
which assist in physical fitness in order to deliver the right content to the people.
 Analysis: From the above created blog, it is clear that SEO tools assist in attaining the
both personal and professional growth. I need to improve my physical fitness and

understanding about the sports which assist me to determine how to effectively create the
blogs and how to deliver the a good message to the people (Gupta, and et.al., 2020). By
improving my physical fitness, this improve my health and assist me playing several
sports.
 Conclusion: The above discussion reflects the need of physical fitness in making the
blog that helps to manage different activities which is related tom the blogs. fitness is
very important for the smooth making of blogs which help me in reduces the ambiguity
and chaos in the field.
 Action plan: In order to improve my physical fitness, focus has been paid by me on
working hard to have command over my several sports activities. Part has been taken by
me in training in order to have confidence over my physical growth and sports endurance.
THE BLOG
https://outseas.blogspot.com/2022/03/sports-and-its-mega-events.html
REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
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Dabić, M., and et.al., 2020. Immigrant entrepreneurship: A review and research agenda. Journal
of Business Research, 113, pp.25-38.
Dash, G., Kiefer, K. and Paul, J., 2021. Marketing-to-Millennials: Marketing 4.0, customer
satisfaction and purchase intention. Journal of business research, 122, pp.608-620.
Dhaliwal, A., Singh, D.P. and Paul, J., 2020. The consumer behavior of luxury goods: A review
and research agenda. Journal of Strategic Marketing, pp.1-27.
Gupta, P., and et.al., 2020. Social entrepreneurship research: A review and future research
agenda. Journal of Business Research, 113, pp.209-229.
Lim, W.M., Yap, S.F. and Makkar, M., 2021. Home sharing in marketing and tourism at a
tipping point: What do we know, how do we know, and where should we be
heading?. Journal of business research, 122, pp.534-566.
Paul, J. and Criado, A.R., 2020. The art of writing literature review: What do we know and what
do we need to know?. International Business Review, 29(4), p.101717.

Biroscak, B.J., and et.al., 2018. Using system dynamics modeling to evaluate a community-based
social marketing framework: A computer simulation study. Journal of Social Marketing.
Brown, J.R. and Crosno, J.L., 2019. Process and output control in marketing channels: Toward
understanding their heterogeneous effects. Journal of Business & Industrial Marketing.
Campo Escobar, J.D., 2020. Plan de marketing para Laboratorio Microanálisis Integral SAS.
Gerena Cruz, M.F., and et.al., 2021. Plan de Marketing Setralong.
Gundala, R.R., Singh, M. and Cochran, T.K., 2018. Perceptions of integrated experiential
learning of graduate marketing students. Journal of the Scholarship of Teaching and
Learning, 18(2), pp.74-89.
Išoraitė, M., 2020. NETWORK MARKETING FEATURES: FROM THEORY TO
PRACTICE. Ecoforum Journal, 9(2).
Kieu, T.A. and Mogaji, E., 2018. Marketing communication strategies of off-plan homes.
Siskind, G., 2018. Creating an Associate Marketing Program. Law Prac., 44, p.68.
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Xiao, Y., 2019. Tourism marketing platform on mobile internet: a case study of WeChat. Journal
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Online References
What is Human Resources?, 2021 [online] available through
<https://www.betterteam.com/what-is-human-resources>
What does HR actually do? 11 key responsibilities, 2022 [online] available through
<https://www.lucidchart.com/blog/what-does-hr-do>
What is Human Resource?, 2022 [online] available through
< https://www.humanresourcesedu.org/what-is-human-resources/>

APPENDIX

NOTES –

NOTES –

NOTES –
human resource management, 2022 [online] available through