Digital Marketing Strategy for Marks and Spencer

This report discusses the situational analysis of Marks and Spencer's online presence and develops a digital marketing strategy with objectives, tactics, actions, and controls. It includes a PESTLE analysis, Porter's Five Forces, SWOT analysis, segmentation, targeting, and positioning, marketing mix, budget allocation, and action plan. The report also covers SEO and keyword techniques, Google Analytics, and reflective cycle.

Project (Presentation)

Table of Contents
ASSESSMENT 1.............................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 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
REFERENCES..............................................................................................................................11
ASSESSMENT 2...........................................................................................................................12
A Marketing plan..................................................................................................................12
Content Calendar..................................................................................................................13
..............................................................................................................................................13
Discussion of SEO and Keyword techniques.......................................................................13
Discussion of basic principles of Google Analytics and other analytical tools...................14
Reflection (following Gibb’s Reflective Cycle)...................................................................15
REFERENCES..............................................................................................................................22

ASSESSMENT 1
INTRODUCTION
Each marketing that use various electronic devices and it can also be use by marketing
advisors in respect to manage several promotional content and measure their impact by the way
of the customers. In the contemporary world, digital marketing generally means to the marketing
campaign that will display on desktop, cell phone and so on devices. In respect to this, it could
be of several structure, that include display advertisements, marketing by search engine, online
videos, social media mediums. In order to it, digital marketing is majorly refers to the outdated
marketing techniques with billboards, magazine advertisements and as well as direct mail (Noris,
and et.al., 2021). The management consider in this report is Marks and Spencer. It is an
international British management that specialised in selling the retail management that involves
domestic goods, clothing products and food products in the field of the marketplace of England.
As the following report covers the scenario about the management's current online presence with
situational analysis and digital marketing tactics. It also include various structure in respect to
measure the competitiveness of the business.
TASK 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 – The management of Marks and Spencer have their headquarter in
London, United Kingdom. It was established by Michael Marks and Thomas Spencer in 1884
and at present the management have more than 950 stores in global United Kingdom. The idea of
marketing is develop for the business Marks and Spencer in respect to enlarge their functions in
diverse section of the nation. In respect to it, the management performs suitable wants to
maximise their sales with the support of various digital media mediums in respect to make them
offers their sections to their present customer base and as well as to their potential base of
consumers in the field of the market place (Lusk, Tonsor, and Schulz, 2021). It will help the
business in maximising their sales revenue that will support them in maximising their
profitability and it will lead to their longer term of sustainability and development in the field of
market.
Objectives

The fundamental objectives of the management of Marks and Spencer of ranging their
functions in diverse sections of the nations and such objectives are followed with it -
 To holding the market share with 30% in furthermore years.
 To increase revenue by 60% in forthcoming 10 months.
 To maximise the sales by 60% in next 9 months.
PESTLE Analysis -
PESTLE is a managerial tool that giver presentation of the global situation from various
sections that one require to hold and keep the records at the time of consider particular set of the
plan. Political Factor – It involves factor in that government might have an impact on the
economical sections. It covers tax policies, fiscal, trade and so on. In relation to the
business of Marks and Spencer, business can use the advantages of the large EU where
goods travel frequently as across several nations (Kim, Kang, and Lee, 2021). In respect
to it, two fundamental factors that have an impact on the business are political stable and
taxable. If authorities will increase cost of taxes then after it, the cost of their goods and
longer term of development and advancement. Economic Factor – It define to an impact on economical performance that directly have
an impact on the business that involves inflation rates, economical development and so
on. The amount of customer in the England is refers to the local outlet of the goods of
Marks and Spencer. Outlet of Customer that have budget adapted situation that are
directly to become an issue to target market to the business that can lead to adverse effect
on longer term of sustainability of business. Social Factor – It define to the factor that identify the social situation of the business
such as cultural tendencies, demographic situation and so on. In context to the Marks and
Spencer, organisation wanted to manage their management in respect to attain the
contemporary situation of trends in the sector. As the business is getting fundamental
challenge from small wholesale as well. Technological Factor – Such factors are also termed as innovation in techniques that
might have an impact on the functions of the business (İnci, and et.al., 2021). It will
define to the high technology, growth and number of technological awareness. As per to
the business Marks and Spencer, stores are changing and adopting the new techniques in

the marketplace and has also presented varied self checkout outlets and programs to
change the use of all based structure near future. New techniques might support the
business to create it effective in marketplace. Legal Factor – It covers both external and internal sections. It involves customer rules,
safety rules, labour laws and so on. It take into consideration of such sections and then
scenario of the tactics in terms of the legislations. For instance, customer laws, safety
laws and so on. In relation to the business, Marks and Spencer were frequently related to
the two charges one that are rely on health and safety in respect to take effective
measures. Such sections will hold and have an impact on the brand goodwill which cover
business strategy that will not be capable to promote (Feng, Chen, and Kong, 2021).
 Environment Factor – It involves all such section that have an impact to identify by the
situation with particular sector such as tourism, farming and so on. In relation to Marks
and Spencer, the luxury brand have high section about the situation that have an impact
that leaves the goodwill after it.
Porter's Five Forces - Supplier's Bargaining Power – In context to the Marks and Spencer, suppliers will not
hold their power in that they will not force the management for increasing their few
sections. As the management have several number of suppliers to provide them efficient
raw material and services. Buyer's Bargaining power – In relation to the Marks and Spencer, there are high number
of choices that are similar products of different management for consumers in fashion
industry by that it provide customer an effective power by that they can buy from another
management. Competitive Rivalry – Management of Marks and Spencer operations in an efficient
competitive fashion retail section in that goods segmentation exist that is not efficient for
management for long period of profitability (East, and et.al., 2021). To overcome this
factor, organisation can collaborate with their competitors to extend the overall market
size by developing more sustainable and cheap products then their competitors. Threat of New Entrants – In context to the Marks and Spencer, new competitors that
might a threat in that fashion industry as respective can efficient switch from one brand to
another in search of similar term of products that they want.

 Threat of substitute products – In relation to Marks and Spencer, substitute products can
be a threat in fashion industry as a respective can efficiently shift from one brand to other
with the aim of getting their desirable substitute good (Dolega, Rowe, and Branagan,
2021).
SWOT analysis -
Strengths
 Managerial goodwill of the business is
one of their fundamental strength that
help them in acquiring higher base of
customer that support their managerial
brand.
 Organisation have effective criteria of
leadership that support them to
accomplish higher term of success in
the field of market.
 Merchandising of the management is
one of their strength and business is
fundamentally concentrates on
promoting their products on diverse
social media medium.
Weakness
 There are several legal approaches in
which the management had faced in
present years that has lead to adverse
impact of business's goodwill that can
have an impact on longer term of
sustainability in market field.
 Management is fundamentally have an
impact by British culture and due to
which the business always have
deficiency in dynamic requirements of
the customers.
Threats
 It is an other management that are
selling same terms of products in
similar market that can act as their
threat to the business. As there are
various lower budgeted goods that
another management are selling
wholly.
 COVID 19 can present as the threat to
the business due to which the
pandemic have an impacted the
Opportunities
 Management can maximise their
market share to middle east rich
country in respect to maximise their
brand value and sales turnover in
market place.
 Management can use varied sort of
tactics that can also adapt several
technological growth in their functions
in respect to increase their automatic
task that will effectively lead to lower

profitability of the business
effectively.
opportunities of issues that also
accommodate their targets and aims
effectively.
Segmentation, Targeting and Positioning - Segmentation – The respective management of Marks and Spencer has separated their
functions in market as per to their customer base and their offering that are classified in
deluxe and top standardise quality. Management will focuses on providing their facilities
and goods to their superior customer effectively. Targeting – The target customer for the Marks and Spencer are upper class customers
that are more ready to pay for the costly and superior goods that are provided by the
management (Czinkota, and et.al., 2021). The management purposes to follow various
above middle class group of customers for their products. Positioning – An organisation have positioned themselves with superior products and
facilities. It concentrates to provide higher qualitative products to their customer and their
business will not compromise to lower qualitative that have an impact on their brand
goodwill.
Marketing mix
The 7Ps of marketing mix of Marks and Spencer are as follows - Product – The management suitably concentrates on selling their products, in terms of
home items and wearing items to their superior customer base. Management is working
on selling various customized clothing items to their users and business that also will not
compromise with their standards in respect to manage their goodwill in marketplace. Price – Management possess their own brand for clothing of men, kids and adults.
Basically such goods in domestic brand have fundamental cost between the section to
high section by their high quality (Steinhoff, and Palmatier, 2021). Management are
following the competitive tactics of pricing in respect to make them choose from higher
term of competition. Marks and Spencer also deals with competition from various small
and big online marketers in similar sector. Place – Management have global presence that have more than 850 stores who are
performing around 53 countries. In respect to it, management have headquarter in

England, that have total 870 stores. As the management enlarging their operations to the
business sections in the world. Organisation also provide choice for whole delivery for
their limited term of products. Promotion – Organisation functions their marketing sections suitably in respect to adjust
their marketing schedule with digital marketing and stores techniques. In respect to it,
Marks and Spencer present to provide effective content on each medium of
communication (Sung, 2021). In respect to it, management use TV advertisements, print
media and as well as another mode that are presented on social media platform. The
business use their website in respect to manage their goodwill and goods. People – Organisation have recruited more than 7500 workers in their outlets across
several nations. The management effectively concentrates on paying attention to their
employees. An organisation is mentioning their pricing approaches of competitive
payment mode in respect to hold and involve their employees. After it, they have
fundamental pay of the business that compensate their employees that are based on their
performing aspects in respect to increase the presentation of respective. Process – Management of M&S can be effectively identify in urban field, malls,
premium places. Structure of the business are highly effective in managing their
competitors to another stores (Whittaker, Mulcahy, and Russell-Bennett, 2021). Their
structure are divided into various sections that help them in managing frequent division
for all diverse fields of goods that are provided by the business.
 Physical evidence – Management have several outlet in over 60 countries around the
world. Organisation are concentrating towards market field in that the business have
more than 900 stores. Some counties in that business have got their presence like Spain,
Turkey, and so on. All the structure of the business act 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
30% in
furthermore
years.
It can be attain by
developing such
marketing
strategies that
have an affect on
effective users
that are accessible
as according to
their services of
the business.
By using digital
media and social
media platform
the business can
advertise their
services with
suitable business
and impact on
larger base of
customer.
It shall be
measured by
number of new
customer who visit
the respective
business that
follows the
procedure as per
to their services.
6 months
To increase
revenue by 60%
in forthcoming 10
months.
It might be attain
by demonstrating
such package and
offers for
customer by that
they use services.
By offering free
drinks and
beverage with
loyalty manner
for their clients.
It shall be
measured by new
consumers who
comes in
particular time
among offers.
11 months
To maximise the
sales by 60% in
next 9 months.
It can be
accommodate by
influencing
customers by
offering low price
to them.
By managing
new clients and
new approaches
with discount
coupons or
referral sections
in order to offer
benefits to their
It can be measured
by the number of
the discount
coupons that are
use with referral
points that are
gathered by
respective
16 months

customer and
business also.
management.
Controlling and monitoring -
Controlling refers to the manner of supervising their task in respect to ensure that if the
task is operate on time, budget that has been assigned to them. On the other hand, monitoring
refers to the manner of comparing their suitable presentation with another who planned them in
respect to ensure that there is lower risk in their performance with their project. In relation to
Marks and Spencer, management can apply benchmarking method as per to examine their
growth. Benchmarking refers to an action that is functioned by the business in respect to identify
their presentation with comparison with another presentation of another business. As with it,
challengers frequently focuses on knowing the development opportunities for the business as
internally in respect to wider their level of advancement of their business.

REFERENCES
Books and Journals
Czinkota, M.R., and et.al., 2021. Marketing Management: Past, Present and Future. Springer
Nature.
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services, 60, p.102501.
East, R., and et.al., 2021. Consumer behaviour: Applications in marketing. Sage.
Feng, Y., Chen, H. and Kong, Q., 2021. An expert with whom I can identify: The role of
narratives in influencer marketing. International Journal of Advertising, 40(7), pp.972-
993.
İnci, M., and et.al., 2021. A review and research on fuel cell electric vehicles: Topologies, power
electronic converters, energy management methods, technical challenges, marketing and
future aspects. Renewable and Sustainable Energy Reviews, 137, p.110648.
Kim, J., Kang, S. and Lee, K.H., 2021. Evolution of digital marketing communication:
Bibliometric analysis and network visualization from key articles. Journal of Business
Research, 130, pp.552-563.
Lusk, J.L., Tonsor, G.T. and Schulz, L.L., 2021. Beef and pork marketing margins and price
spreads during COVID‐19. Applied Economic Perspectives and Policy, 43(1), pp.4-23.
Noris, A., and et.al., 2021. Digital fashion: A systematic literature review. A perspective on
marketing and communication. Journal of Global Fashion Marketing, 12(1), pp.32-46.
Steinhoff, L. and Palmatier, R.W., 2021. Commentary: Opportunities and challenges of
technology in relationship marketing. Australasian Marketing Journal, 29(2), pp.111-
117.
Sung, E.C., 2021. The effects of augmented reality mobile app advertising: Viral marketing via
shared social experience. Journal of Business Research, 122, pp.75-87.
Whittaker, L., Mulcahy, R. and Russell-Bennett, R., 2021. ‘Go with the flow’for gamification
and sustainability marketing. International Journal of Information Management, 61,
p.102305.

ASSESSMENT 2
https://outseas.blogspot.com/2022/03/seasonal-fashion-bucket-list.html
A Marketing plan
Marketing Plan Ideas for completion
The title of my
blog is
The Blog's title is “Seasonal fashion bucket list”
My idea for the
blog was…
My idea for the blog was to deliver the reliable insights for the clothing
choices which should be adopted in a season. In addition to this ideal
fabrics and colour combination for each season such as summer, winter
and fall were discussed in the blogs.
My target
audience is.
My Targeting audiences are all the fashion enthusiast audiences who are
looking for the realisable infraction regard to the seasonal fashion. Hence
, by deploying these blogs can assist in influencing these concern
individuals towards the performing activity.
My USP (unique
selling point) is…
My unique selling points is regard to the reliable insights regard to the
fabric of clothes as well as informative suggestions were derived in order
to choose the ideal cloth for each season. Hence, it will assist in

attracting the customer.
My target
audience will find
it via…
The matter of my blog can be ascertain by target audience as it will be
presented on social media like Facebook, Twitter and so on.
My readers will
share it because…
The readers will read the data and offers them high quality of data that
are based on knowledge and skills of data as the content offers is so
generic that will motivate individual to create their career opportunities.
How will I test
my blog before I
publish it (and
before I finish this
assessment
To test the efficiency of blog the comments and feedback from the
targeted market will support me for enhancing more matter of the blog.
Content Calendar
Discussion of SEO and Keyword techniques
SEO is refers to the Search Engine Operation that help in offering diverse sort of
information and awareness about the global advancement and betterment of the website.
Through the mentioned source an reliable insights could be collected, which further can be used
in enhancing the above mentioned process. By the support of such tools all the field of chances
can be involves and it also support in determining all weakness that decrease their range and
visibility in an effective manner. There are diverse sort of SEO tool that help in developing the
websites (Amin, 2021). The most effective use is autonomous and compensable tool that are as
follows - Google Search Console – It is also termed as Google Webmasters tool. It is commonly a
non-paid tool that are provided by the Google and this is being termed as most modular
tool in the structure of SEO. By the support of this tool a respective can efficiently
supervise, manage and as well as troubleshoot their websites that are exist in their Google
search result. As with it, tool also support in partitioning server issues, site load issues

and as well as security problems such as hacking and malware that support in marketing
their blogs that are developed by them. Any furthermore improvement or betterment that
is done by creator in a flexible way in context to search performance. Google Ads Keyword Planner – It is other non-paid tool that are provided by the Google.
This tool is generally the part of their Google advertisements goods. This tool also being
related to an effective toll that utilised for SEO by creating their paid search. This tool is
utilised to ascertain new keyword that are linked to blogs and follows the estimation of
search they hold (Behera, and et.al., 2022). It will support the respective in research
keyword for their Seasonal fashion blogs that are created by them. By utilising such tool,
developer of the blog efficiently determine that how much individual are search for their
blogs and number of times in a week.
 Backlink analysis tools – As there are diverse sort of link analysis tool that are accessible
in marketplace that support in marketing. It is frequently most common analysis tool like
Majestic, AHREF's and so on. The clients of Backlink analysis tool efficiently evaluate
that the website are linking to their own website and challenges websites. It basically
deals with broad section of website that support in identifying the performance of sites
and blogs that also aid in determining diverse issues that have an impact on search engine
ranking of the clients. By utilising this tool the developer of the blog efficiently create a
brand approaches that support in efficient marketing of the blogs as with it, this will also
support in making new relationship with the consumers.
Discussion of basic principles of Google Analytics and other analytical tools
Google analytics is termed as a web analytics facilities that offers diverse sort of statistics
and fundamental analytical tool for search engine optimization (SEO) and as well as marketing
goals (Butkouskaya, Llonch-Andreu, and Alarcón-del-Amo, 2021). The facilities that will deals
by this, will generally are the part of Google marketing platforms and an essential thing that it
will be accessible free of cost to anybody with google account. These tools will ssist in
developing the more interensic customer in reagard to the fashion blogs. The fundamental aim of
Google analytical in context to the blogs are as follows - Collection – In the collection of data procedure, collection is termed as primary section.
A tracking code require to be put on webpage in respect to perform work for Google
analytic. Such codes are written in the Java Script on the webpage and on cell phone such

are written in the structure of SDK (Software development kit). This code require to be
posted before closing head tag (</head>). It is refereed as an essential section as when a
client put tracking code on top then it will record by Google analytics event if the client
of the blog will left blogs. By the support of tracking code, if the client is on one section
then the JavaScript performs asynchronously. This section will runs whole time at the
time of blogs that are utilised by them (Chawla, and Chodak, 2021). As with it, this code
gather essential data such as URL, preferred language, browser being utilised with type
of software, OS system and so on and then transfer it to the Google analytics.
 Configuration and Processing – It is refers as the following two section of the principle
of Google analytics. Such two sections performs parallelly. It follows two principles it
deals with comprises terms of four sections such as data is arranged in clients and
sessions that are import the information that are united with Google analytic in respect to
configuration are applied with data is collective into database tablets. One of an essential
thing that consumers keep in their mind at the time of processing their divisions that
complete after 20 minutes. This section that have varied blogs are accessed by the clients
in shorter period of time that will refers to one session. As with it, if varied blogs are hold
but with in 20 minutes then it might change the session of time as per to their
requirements.Every section that have been presented in the processing form with
controlling and maintaining by shaping. In this section, the information should be
involve, excluded and change before processing form. Effective configuration is an
essential term for efficient outcome in the end.
 Reporting – It is being termed as final step of Google analytical procedure. It is an
essential section for the clients to remember about the informational structure. There are
several factors that come up together to determine the data and measure it effectively.
The procedure of reporting is custom-made, that manages the developer of the blog
(Holcomb, 2021). It is possible with the support of API and Google analytical reporting
interface section. It is significant that AIP require to be general.
Reflection (following Gibb’s Reflective Cycle)
It is termed as one of an essential and well-known structural framework of reflection that
support in managing their experiences. This framework of six section will support in identifying

the issues. By the support of Gibbs reflective cycle the issues that have been developed by me
and are as follows - Description – The above section of blog demonstrate about the seasonale fashion blogs
and its significance of such division within the business. It will support me in increasing
my learning aspect over communication skills and also know the barrier that have been
faced in the workplace. It involves such components that support in advancing the
efficient term of communication in business without any efficient abilities with
uncertainties with section of thoughts and issues. Feelings – By the support of this blog, I am capable to know an effective aim of an
efficient communication within the management and another factor of communication.
such as non verbal communication that deals with effective form of voice tone that how
to become an effective listeners, written communication in which I can write down the
notes (Khoa, and et.al., 2021). It support me in advancing efficient communication at the
field of business. Evaluation – It will termed to the blog, in which I will be capable to identify the
requirements of the communication in the blog making, the medium of creating the blogs,
diverse mediums of blogs that help in communication in respect to offer effective
communication message to their consumers. Analysis – From the above developed blog, it is distinct that the SEO tool help in
accommodating both personal and as well as professional development. I require to
enhance my communication abilities that support me in identifying how to efficiently
develop the blogs and how to provide effective content to their consumers (Li, Kim, and
Choi, 2021). By enhancing my communication abilities, it will enhance decision making
abilities, expression of thoughts, enhance critical thinking skills to create new managerial
tactics and so on. Conclusion – The above analysis will shows the requirements of communication abilities
in creating the blog that support to maintain diverse actions that are linked to the blogs.
Efficient communication is significant for flexible creating of blogs that support me in
decreasing the unclearness in the business.
 Action plan – In respect to enhance my communication abilities, it will paid by my side
on reading books to have followed command over my language abilities (Septianto, and

Garg, 2021). Part have been followed by me in diverse online webinars and team
discussion in respect to have confidence over my verbal communication abilities.
Continue
PPT

REFERENCES
Amin, H.J., 2021. Influence of Marketing Strategies on the Performance of SMEs: Evidence
from Abuja SMEs. Journal of Economics and Business, 4(1).
Behera, R.K., and et.al., 2022. Cognitive computing based ethical principles for improving
organisational reputation: A B2B digital marketing perspective. Journal of Business
Research, 141, pp.685-701.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2021. Inter-country
customer-perspective analysis of strategic antecedents and consequences for post-
purchase behaviour in Integrated Marketing Communications (IMC). Journal of
International Consumer Marketing, 33(1), pp.68-83.
Chawla, Y. and Chodak, G., 2021. Social media marketing for businesses: Organic promotions
of web-links on Facebook. Journal of Business Research, 135, pp.49-65.
Holcomb, B., 2021. Place marketing: Using media to promote cities. In Imaging the City (pp.
33-55). Routledge.
Khoa, B.T., and et.al., 2021, April. The impact of social media marketing on the travel intention
of Z travelers. In 2021 IEEE International IOT, Electronics and Mechatronics
Conference (IEMTRONICS) (pp. 1-6). IEEE.
Li, J., Kim, W.G. and Choi, H.M., 2021. Effectiveness of social media marketing on enhancing
performance: Evidence from a casual-dining restaurant setting. Tourism
Economics, 27(1), pp.3-22.
Septianto, F. and Garg, N., 2021. The impact of gratitude (vs pride) on the effectiveness of
cause-related marketing. European Journal of Marketing.