Digital Marketing Strategy for Marks and Spencer: Situational Analysis 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