E-commerce Impact on Marketing Planning: A Case Study of Marks & Spencer

E Commerce and
contemporary marketing
prcatice

Table of Content
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Evaluation of macro Environment from an e-commerce perspective and its impact on
marketing planning......................................................................................................................3
Use of marketing planning tool to develop an integrated marketing plan for company .......4
Marketing MIX and justify the selection to assess the possible value generation to
implement marketing plan ..........................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERNECSS...............................................................................................................................10

INTRODUCTION
Each and every online stores wants to increase their traffic and conversions. But even
after they put together a basis and normal strategies it can skill taught and challenging for
them to decide on which marketing tactics they should try (Chaouk, Pagliari and Moxon.,
2020). This is the reason they put together an overview of an effective marketing tactics and
e commerce Tools along with the ideas to help to implement each approaches. Electronic
commerce will substantially lower the transaction cost. It eliminates many fixed costs of
maintaining brick and mortar shops. This allows the companies to enjoy a much higher margin of
profit. It provides quick delivery of goods with very little effort on part of the customer.
This report will cover the case study of Marks & Spencer company. On the basis Of
Trade Journal Article on the M&S company this report will critically evaluate the impact of
E- commerce has on marketing planing and potential value generation.
MAIN BODY
1) Evaluation of macro Environment from an e-commerce perspective and its impact on
marketing planning.
Marks & spacers company have huge reputation in the UK market, and they stand on
top retailers list of the UK (Datta, Ailawadi and Van Heerde., 2017). This company was
established in !884 and Till the end of 2019 company has more than 1400 store location this
company has also good hold on e- commerce market, and they sell all the grocery and food item
on the Online website. There are some Macro factors on the prospective of e- commerce has
huge impact on the companies marketing planning.
PESTLE ANSLIS
Political factors
Political factor has huge impact on the companies market planning because on their E-
commerce sides Government has set some rules which should be followed by the company
and HR management of the Marks & spacers company has to follow all the governmental
rules. Government has make some rules such as proper and shifty packing of the product so
whole retail sector have to follow rules made by the government.. government has also put the
limit on the specific products so every retailer in this industry have to sell those products on the
limit price only, they cannot increase the prices of those products. For example Sugar prices are
same at everywhere so every retailer have to follow same price per KG.