E-Commerce and Contemporary Marketing Practice

E-Commerce and
Contemporary
Marketing Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
A) How Marks and Spencer (M&S) have embedded and applied the marketing process within
the trade journal article................................................................................................................3
(Source: 5 Essential Steps for a Successful Strategic Marketing Process, 2017 )......................4
B) How this reflects current marketing practises........................................................................6
C) Relate relevant omni channel marketing theories and models to the trade journal article.....7
(Source: Omnichannel Marketing Strategy, 2019).....................................................................7
D) Provide brief recommendations based on your review and analysis.....................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
E-COMMERCE and CURRENT MARKETING PRACTICES are interrelated and
aligned together as the trends and improving technologies and devices have provided huge
potentials changing the marketing environment in business world. Marketing is an essential task
for a company to undertake which is made more easy, cheaper and faster by introducing and
updated technologies. The report is developed on Marks and Spencer formally symbolised as
M&S. A retail store developed in British markets and situated in worldwide location with its
operations founded in 1884 by Michael Marks and Thomas Spencer, headquartered in London,
England, UK (Li and Ku, 2018).
The assignment acknowledges the new marketing campaign which was introduced by
Marks and Spencer (M&S) again after 12 years with updated knowledge and resources. A
discussion is performed for identifying applied marketing processes and their reflection on
current marketing practices of Marks and Spencer. Moreover, relevant omni-channel theories
are related with the information provided in the article and accordingly recommendations are
provided at the end (Lin, Xie and Lv, 2016).
MAIN BODY
A) How Marks and Spencer (M&S) have embedded and applied the marketing process within
the trade journal article.
Marketing process is referred as a phenomena which is performed by by organisations
as it allows it to determine the problems of customers, respective opportunities available in
marketplace and develop efficient marketing plan to reach out to potential audiences who can be
changed into future buyers and long term customers (Pilelienė and Grigaliūnaitė, 2016) .
Through this article Marks and Spencer have integrated their objectives and implemented their
process of marketing. There are five broad stages to this process that are elaborated underneath:

(Source: 5 Essential Steps for a Successful Strategic Marketing Process, 2017 )
 Mission: The first stage is of deciding the mission of conducting particular marketing
actions. The article highlights the objective of Marks and Spencer to bring back their
food campaign which was running 12 years ago and now it is being introduced again with
better understanding and perceptions of people, in order to change their brands image and
identification in market (Hagberg, Sundström and Nicklas, 2016).
 Situational Analysis: The second stage of marketing process is of analysing and
evaluating the external market condition for hitting on the exact points and segments
which are aligning to the company's objectives and mission statement. The article
highlighted the current market analysis conducted by Marks and Spencer through which
it recognized the need for adding new twist and modify its 12 year old campaign. Marks
Illustration 1: 5 Essential Steps for a Successful Strategic Marketing Process, 2017