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

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