Importance of Internet Marketing in UK Fashion Industry: A Case Study of Marks and Spencer

This report analyzes the importance of internet marketing in the UK fashion industry with a case study of Marks and Spencer. It evaluates the changing nature of internet marketing, identifies challenges faced in implementation, explores opportunities provided by internet marketing, and recognizes issues regarding internet marketing.

Business Research Project

INTRODUCTION
Internet marketing is a very important tool because it helps the organization to connect
with more consumers so that they can make more purchasing decision in an appropriate manner.
Internet marketing enables the organization to build connection with their consumer and
perspective regular communication and helps them to take effective move so that they can
achieve their goals and objectives. online marketing is very cost-effective because it helps the
organization to target the individuals that are more interested in the organization. There are
different advantages of the internet marketing in order to build expertise and establish and build
connections more effectively. This report going to consider Marks and spencer organization in
order to analyze the importance of the internet marketing and also Examine that internet
marketing is a viable promotional tool or not. Apart from this, this report also going to analyze
the role of the internet marketing within the UK fashion industry so that the company can
evaluate the changing nature of the internet marketing and also going to analyze the challenges
which are facing by the organization during the implementation of this strategy. Apart from this
this report going to recognize the issues in context of internet marketing and what are the
theories and frameworks that helps the organization to build their connections and improve their
brand identity in context of digital marketing. Further more this report is going to conduct some
research methodologies so that they can collect more appropriate data for the investigation in
order to collect appropriate information by using and considering ethical consideration. After
that this report going to highlight on the research and findings in which they are going to explain
about the marketing problems social media in consumer behavior in the marketplace.
MAIN BODY
OVERVIEW OF THE BUSINESS
Marks & Spencer is a major british multinational retail organization in the fashion
industry. The organization is a specialisation in trading clothing home products and food
products in the marketplace. The organization is founded in 1884 in Leeds in United Kingdom.
The organization provides variety of the product and services in the marketplace so that they can
achieve their goals and objectives in an appropriate manner. The headquarter of the Marks &
Spencer organization is in London, England. Marks & Spencer organization Provide fashion we

are online clothing for men in women at different kind of website so that they can provide
variety of the product and services and achieve their goals and objectives in an appropriate
manner.
RESEARCH AIMS:
“To evaluate and analyze role of Internet marketing within the UK fashion industry” a
Case study of Marks and Spencer”
RESEARCH OBJETIVES
• To critically review the literature on Internet Marketing.
• To evaluate changing nature of Internet Marketing and identify challenges faced in
implementation.
• To explore opportunities provided by Internet Marketing and identify the impact of
promotional tools.
• To recognize the issues regarding internet marketing
RESEARCH QUESTION
• What are the theories and frameworks written on Digital Marketing?
• How are IM changing and what challenges are faced in the implementation of IM?
• What are the opportunities provided by IM and how impactful are the promotional tools?
• What are the issues regarding internet marketing?
LITERATURE REVIEW
What are the theories and frameworks written on Digital Marketing?
According to the “Mukulu, and Odhiambo, 2019..” Digital marketing is the structure that
helps the organization to explain and highlight upon the flow of the marketing procedure, and
also helps the organization to analyze the critical needs and key touch points of the organization
so that the organization can achieve their goals and objectives. There are different kind of
theoretical structure in marketing that provide appropriate assistance to words the research
project or towards a business endeavor. It is become very important for the Marks & Spencer
organization to promote their corporate and their product identity so that they can grab more
opportunities and create more customer base towards the organization in order to get ultimate

success and become more effective in the marketplace. There are different kind of marketing
theories like Institutional theory, network theory, the extended self theory, consistency theory,
planned behaviour theory that will help the organization to achieve their goals and objectives and
connect with more consumer so that they can build more connections with the community and
build interest in this society so that they can achieve their goals and objectives.
How are Internet Marketing changing and what challenges are faced in the implementation
of Internet Marketing?
As per the view point of “Rindfleisch, and Malter, 2019. .”Internet marketing is become very
important for the organization in order to achieve their goals and objectives. There are different
kind of challenges which are facing by the Marks & Spencer organization and their marketers in
context of the internet marketing like the company is not getting lost in the volume and they are
keeping up with the changing trends and they are optimising marketing budgets and ROI. Apart
from this security risk has been increased and fraud, security of the data and information also has
been affected because of the internet marketing. That is why it is very important for the
organization to consider every challenges and Work on them so that they can achieve their goals
and objectives
What are the opportunities provided by Internet Marketing and how impactful are the
promotional tools?
According to the “Krishnaprabha and Tarunika, 2020.” By using internet marketing there
are different kind of opportunities which helps the organization to compiling a constant data and
real-time insights so that they can achieve their goals and objectives. Apart from this Internet
marketing and social listening allows the organization to collect appropriate data by monitoring
what individual are saying online and what trends that are being set. In addition to this it helps
the company to gain more information that support them and protect them against the threat to
their livelihoods and also support the organization as well as workers took a new skills and take
advantages so that they can bring more opportunities and get more competitive advantages in
order to maintain their brand image in the marketplace.
What are the issues regarding internet marketing?

According to the “Vekshinski, 2017” There is different kind of challenges which are
facing by the Marks & Spencer in context of the internet marketing or online marketing. It is
become very difficult for the company to manage their website and maintain social media
management in an appropriate manner. Apart from this it is become very difficult for the
organization to hiring more talented individuals for the organization and trained their team
because its create impact on the cost of the organization and also create impact on the financial
stability. The security of the information also has been affected through the internet marketing.
That is why it is become very difficult for the Marks & Spencer organization to competing in the
dynamic and achieves their goals and objectives in order to dealing with an omni channel globe.
CONCLUSION
From the above mentioned report it has been concluded that internet marketing plays an
important role in the organization in order to achieve their goals and objectives and take some
opportunities in order to bring more profit for the company and to keep up-to-date about the
trends which are running in the marketplace. Apart from this, there are different kind of issues
which are facing by the company in context of the internet marketing and it is become very
important for the company to follow appropriate rules and regulations so that they can achieve
their targets and overcome the problems which are facing by them.

REFRENCES
Books and Journal
Pradhan, P., Nigam, D. and Ck, T., 2018. Digital marketing and SMES: An identification of
research gap via archives of past research. Journal of Internet Banking and Commerce, 23(1),
pp.1-14.
Jacuński, M., 2018. Measuring and analysis of digital marketing. RESEARCH PRIVACY, p.11.
Jacuński, M., 2018. Measuring and analysis of digital marketing. RESEARCH PRIVACY, p.11.
FRIMPONG, F.K.S., 2017. THE EFFECT OF MARKETING COMMUNICATION TOOLS ON
CUSTOMER SATISFACTION AND BRAND PERFORMANCE IN THE FINANCIAL
SERVICES SECTOR IN GHANA. International Journal of Sales & Marketing Management
Research and Development (IJSMMRD), 7, pp.11-22.