Macro Environmental Factors and Marketing Planning in E-Commerce

E Commerce Business
Management
(Assessment-2)

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
a) Macro environmental factor from E-Commerce perspective and influence over marketing
planning..................................................................................................................................1
Marketing Plan.......................................................................................................................3
Consider the marketing mix and justify your selection to assess the possible value generation
following the implementation of your integrated marketing plan..........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
E-Commerce is a platform that allows the transmission of goods or services, fund and
data over an electronic network by connecting people throughout the world (Pickernell and et.
al., 2013). These business transactions mainly perform either as business to business, consumer
to consumer, business to consumer etc. For performing this project Marks & Spencer is taken
into consideration which is a larger multinational retail organisation headquartered in London. It
operates over both the channel i.e. e-commerce as well as brick & mortar stores in order to offer
its product or services throughout the world. This report is a continuation of assignment one
which is based on explanation of marketing processes, omni channels and current marketing
practices that Marks & Spencer perform. Now, this report focuses over critically evaluating the
macro environmental factor as per E-commerce perspectives. In addition to this it further
represent marketing plan of M&S and at last implementation of marketing plan while
considering justification regarding the marketing mix.
MAIN BODY
a) Macro environmental factor from E-Commerce perspective and influence over marketing
planning
E-commerce provide a platform to businesses for performing a exchange of good and
services to the customer in more effective and quicker manner with the help of internet. By
making use of E-Commerce platform it become easier for Marks & Spencer to attract larger
number of customers toward its services and provide them a medium to easily access the services
(Chaffey, Hemphill and Edmundson-Bird, 2015). But in order to effectively implementing and
performing the operations with Ocado to deliver fast food it is crucial to firstly perform macro
environmental evaluation in order to formulate effective marketing planning. Hence for
performing macro evaluation PESTLE analytical tool can be used which is mentioned below:
Political: - The threat for e-commerce business is relatively lower as compare to physical
businesses but still there are certain hurdles that M&S is required to consider that are being
imposed by government in term of certain standards like, changes in regulatory practices as well
as regulations it maintains (Salehi and et. al., 2012). Marks & Spencer is required to follow
certain rules that are related with the content it present, security measures and confidentiality to
maintain for the security of customer's confidential and personal information. As M&S has tied
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