Introduction to Marketing: Exploring, Delivering and Creating Value

This report explains marketing definition, extended marketing mix, SWOT analysis, Ansoff Growth Matrix Model, and digital marketing for Marks and Spencer. It also discusses how the company can use marketing to remain competitive and deliver growth and high performance.

Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as exploring, delivering and creating value of the products and
services of organization (Swanson and et.al., 2020). Marks and Spencer is the British
multinational retailer specializing in clothing, food and home products.
Thus, the report will analyse that marketing definition is explained. Along with this,
extended marketing mix will be described in detail and effective manner and each will be
explained with the help of 7P's which will be demonstrated with the help of examples.
Furthermore, SWOT analysis will also describe which will help in explaining that how the
business can use marketing to remain competitive. The report will help in explaining further
about the Ansoff Growth Matrix Model which will help in explaining the aspects as to how
matrix model can be used by Marks and Spencer to analyse its growth strategies at large scale.
Moreover, how Marks and Spencer can use digital marketing to improve its performance and
growth will be analysed. With the help of all details, there are certain aspects as to how
company is able to deliver growth and high performance.
MAIN BODY
1.
iMarketing is defined as the process of exploring, delivering and creating value to meet the needs
of the target market which is in reference to products and services at large scale. Marketing helps
in delivering the products and services by promoting and advertising the products and services of
company (Jarek and Mazurek, 2019). This helps in advertising and market research at large
scale.
ii. The marketing mix is referred to the set of activities, tactics, and actions that the company
uses to promote its brand or product in the market. The marketing mix is done with the help of
7P's which helps in addressing the aspects as to how the marketing mix of Marks and Spencer is
being done. The 7P's are described as below -
Product — The product which Marks and Spencer makes available for the customers is clothing,
home products and food products in effective manner.
Price — Marks and Spencer follows competitive pricing strategy. The products are priced
between high and medium category in significant manner (Išoraitė, 2020).

Place — Marks and Spencer has been operating in more than 1000 stores which are operating in
50 countries. In UK, the company has around 850 stores.
Promotion — The advertising campaign and digital marketing is being followed by Marks and
Spencer which helps in promoting the products and services of the company.
People — The employee strength of Marks and Spencer is around 70,000. The company pays
there whole attention to the employees of the employees of organization (Vynogradova and
Drokina, 2020).
Process — The organization is properly organized and there are special sections for clothing etc.
Customers can select their stuff, and then they check out of the store.
Physical Evidence — The stores are the physical evidence as to how stores are providing the
clothing and other products at large scale in effective manner.
2.
iThe business can use marketing to remain competitive which helps in knowing that what are the
trends which are there in the market and how the company is leading to the changes and
modification accordingly so that they are able to maintain the competitive edge with the other
competitors in the market. The competition in the market is being analysed and evaluated with
the help of SWOT analysis and is described as -
Strengths — Marks and Spencer has been well experienced with the market position over years
which helps the business to remain competitive within market. The company is a recognized
brand which helps in providing branded products and services within market to customers (Teoli,
Sanvictores and et.al., 2019). The business deals in variety of products to satisfy the needs and
wants of the customers in the market.
Weaknesses — There has been the decline in the sale of the stores of Marks and Spencer. Also,
the major weakness which the brand carriers is that the company does not offer clothes to
teenagers and young people as they perceive that company serves only older people. There is
also high costs of the manual processes at large scale.
Opportunities — As Marks and Spencer is multinational company there it has expanded its scale
of business through stores in many countries. Marks and Spencer also has an online store which
helps in addressing that the company is providing all types of products and services to the

customers at large scale. The company has the biggest opportunity to expand its market through
segmentation (Benzaghta, Elwalda and et.al., 2021).
Threats — Marks and Spencer has threat of high competition in market from businesses or
companies such as Morrisons, Gap etc.
3.
iAnsoff's Growth Matrix is defined as the tool which is used by firms to plan and analyse their
strategies for growth. The matrix shows four strategies which helps business grow and develop .
These four strategies are - Market Penetration — Focuses on increasing sales of products. Product Development — Focuses on introduction of new products in market. Market Development — Focuses on entering new market (Vlados, 2019). Diversification — Focuses on new products and entry into new market.
ii. Ansoff Matrix can be used by Marks and Spencer to analyse their growth strategies with the
help of four strategies which are being framed such as -
Market Penetration — Market penetration focuses on increasing sales of the products which
helps in addressing the aspect that how Marks and Spencer is focusing on the products and
services to be improved in the market so that the sales of products is improved effectively and
significantly (Gurcaylilar-Yenidogan and et.al., 2018).
Product Development — The product development of Marks and Spencer products is being
done which helps in focusing on the introduction of new products in the market at large scale.
With the help of product development, Marks and Spencer introduces new products in the
market as per the needs and wants of customers at large scale.
Market Development — It helps on focusing into entering into new market with the help of
existing market such as clothing and food products. Marks and Spencer is able top develop the
scale of how the products and services are developed in the market by entering with this strategy
which is market development (Dawes, 2018).
Diversification – Diversification is meant by how products and services are being diversified at
large scale. Marks and Spencer is following this strategy which focuses on new products by
entering into new market at large scale for increasing scale of business.

4.
iMarks and Spencer can use digital marketing to improve its performance and growth at large
scale in the market so that the company is able to take concern of how the products and services
are promoted and advertised in the market and reach the customers effectively and in appropriate
manner. Marks and Spencer promotes and advertises its products and services with the help of
advertisement campaign with digital marketing in stores (Tsatsoula, 2018). The company focuses
on all types of communication at large scale and uses the print media, mobile ads, TV ads and
other social media campaigns. Along with this, the products and services are also promoted
online through the website by promoting the brand, clothes for men and women and kids.
The business also is focused upon its sales of products which is done through digital
marketing so that they are able to gain customers attention and engage them in buying the
products and services of Marks and Spencer. With the help of digital marketing the company
take concern of the products and services which are being analysed and evaluated within the
market helps in addressing that how the performance of organization is improved at large scale.
This helps in addressing the growth and development at large scale (Bala and Verma, 2018). The
digital marketing helps in improving and enhancing the company's process and functions and
helps in delivering the products and services to the customers as per their demand and needs.
Digital marketing will also help in reaching the targeted audience in cost effective and
measurable way. This method also increase brand loyalty and drives online sales. Therefore,
digital marketing will help in knowing the business more effectively (Pandey, Nayal and et.al.,
2020).
CONCLUSION
Thus, it is concluded from the above report that marketing definition was being
explained. Along with this, extended marketing mix was being described in detail and effective
manner and each was explained with the help of 7P's which was demonstrated with the help of
examples. Furthermore, SWOT analysis was also described which helped in explaining that how
the business can use marketing to remain competitive. The report helped in explaining further
about the Ansoff Growth Matrix Model which helped in explaining the aspects as to how the
matrix model can be used by Marks and Spencer to analyse its growth strategies at large scale.
Moreover, how Marks and Spencer can use digital marketing to improve its performance and

growth was analysed effectively. With the help of all the details, there are certain aspects as to
how the company was able to deliver the growth and high performance at large scale in an
effective and efficient manner. Therefore, Marks and Spencer is able to address how effectively
and in appropriate manner the company is leading growth.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Benzaghta, M.A., Elwalda, A. and et.al., 2021. SWOT analysis applications: An integrative
literature review. Journal of Global Business Insights. 6(1). pp.55-73.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Gurcaylilar-Yenidogan, T. and et.al., 2018. Applying Ansoff’s growth strategy matrix to
innovation classification. International Journal of Innovation Management. 22(04).
p.1850039.
Išoraitė, M., 2020. Marketing Mix Features. Ecoforum Journal. 9(1).
Jarek, K. and Mazurek, G., 2019. Marketing and Artificial Intelligence. Central European
Business Review. 8(2).
Pandey, N., Nayal, P. and et.al., 2020. Digital marketing for B2B organizations: structured
literature review and future research directions. Journal of Business & Industrial
Marketing.
Swanson, S.R. and et.al., 2020. GEN Z's Conception of Marketing. Journal for Advancement of
Marketing Education. 28(1). pp.26-35.
Teoli, D., Sanvictores, T. and et.al., 2019. SWOT analysis.
Tsatsoula, E., 2018. Application of Ansoff's Matrix-Methodology: Marketing Growth Strategies
For Products.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
Vynogradova, O. and Drokina, N., 2020. The structure of an integrated internet marketing
complex, based on the marketing-mix concept. Acta Scientiarum Polonorum.
Oeconomia. 19(3). pp.117-126.
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