Introduction to Marketing: Marketing Mix, SWOT Analysis, Ansoff Matrix and Digital Marketing

This report provides an introduction to marketing and covers the marketing mix, SWOT analysis, Ansoff matrix and digital marketing in the context of Marks and Spencer. It explains how these frameworks can help in promoting products and improving performance. The report also includes information on the company's products, pricing, distribution, promotion, processes, people and physical evidence. It concludes with a discussion on the importance of digital marketing in today's world.

Introduction to
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Definition of marketing mix:- ....................................................................................................3
SWOT analysis:-.........................................................................................................................4
Ansoff matrix on Marks and Spencer.........................................................................................5
Digital marketing:-......................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing may be defined as the process of exploring, creating, and delivering values in
order to satisfy the needs and wants of the consumer to earn more and more profit. With the help
of marketing practices the organisation are able to identify the unfulfilled need and desire of the
market(Bala and Verma, 2018). The following report is based on the Marks and Spencer which
is a well known multinational retail brand Of UK. The company was founded in 1884 by
Michael Mars and Thomas Spencer and the headquarter of the respective firm is situated in
London, England, UK. This report is going to covers the different framework on the chosen
company.
TASK
Definition of marketing mix:-
Marketing mix may be defined as the set of different controllable variables which are
used by the organisation in order to influence the buyer response and achieved all the marketing
objectives in the target market. In relation to the Marks and Spencer the 7PS of marketing mix
has been discussed below: -
 Product:- this is basically an item which effectively fulfil the needs and wants of the
consumer. The product may be tangible or intangible. The management of the company
believes in eco friendly goods and fair trade product and to achieve this they worked with
wholeheartedly (Thabit and Raewf, 2018). The company deals in men's apparels, women
apparels, beauty product, home product and many more.
 Price:- this is the amount which are paid by the customer for purchasing of product. The
products in which the company deals are of premium quality but because of the immense
competition, competitive pricing strategy has been used by the company.
 Place:- this refer to providing access to the customers or providing convenience for
customers. The management of the M&S provide their services all over the globe like
Egypt, Spain, Qatar, Ireland, Kabul, Canada, Jordan, Morocco, Finland, India and many
more.
 Promotion:- this refer to the marketing communication. This comprises of various
elements like advertising, PR, direct marketing and sales promotion. The firm believe in
full on marketing policy with the help of every possible tool. Traditional as well as

digital marketing methods are used by the management of M&S like buy one get one
free, company club card, Facebook, Twitter and many more.
 Process:- this is basically the procedures and flow of activities by which company
deliver their services(Blut, Teller and Floh, 2018). In relation to the M&S the self service
payment method has used by the company which save the customer time.
 People:- this is related to the employees of the company. In relation to the M&S, more
then 78000 people working with in the company. The management of the company give
proper training to the employees so that they give effective services to their customers.
 Physical evidence:- this is related to the presence of the asset in the hands of the
company and contain a value. Company have its outlets all over the globe with very god
interior. Different distribution are used by the company to reach to the customers.
SWOT analysis:-
This framework is used by the organisation in order to evaluate the internal environment
of the company. In context to the Marks and Spencer this frame has been discussed below:-
Strengths:-
 Image:- the company have a well
known image in the market which
assist the company in position
themselves in market as a premium
brand(Benzaghta and et. al., 2021) .
 Diversity:- the company have around
more then 72000 employees who work
in their showrooms. The management
always encourage diversity and provide
equal opportunities to the employees.
WEAKNESS:-
 Satisfaction:- lots of issues has been
faced by the customers of the company
which result in low satisfaction level
and poor brand loyalty.
 Supply chain:- the scalability of the
supply chain is the biggest weakness of
the company. That is the reason that
they are not be able to reach to reach
out all over the globe.
 Opportunities:-
 Expand business:- the company have
Threat
 Competition:- the industry in which

an opportunity to expand their business
to the new boundaries of the nation
which help in increasing their sale this
can be done with hep of online
platform in a very proper manner.
 New segments:-as fashion changes
everyday and new segments come up
on a regular basis. Their is a huge
demand of ethnic and traditional wear
in Asia which are not capitalized by the
company.
the company is engaged is full of
competition. The main rivals of the
company are Tommy Hilfiger, Zara,
and United Colors of Benetton.
 Government regulations:- different
types of rules and regulation are made
by the government. If it is not follow
them then they have to bear the
consequences(Vlados, 2019) .
Ansoff matrix on Marks and Spencer
This is also known as market/product expansion which are used by the organisation to
analyse and plan their strategies for growth. In context to the Marks and Spencer this tools has
been discussed below:-
 Market penetration:- in this strategy management of the company focus on the
increasing the sales of existing product in the existing market. In relation to the M&S,
this can be done by the company by engaging in more aggressive promotional campaigns
and by adopting competitive pricing strategy(Dawes, 2018). The overnight shipping on
the selected items assist them in penetrating the e-commerce market.
 Market development:- this strategy focus on the entering into the new market with the
help of existing product. In context to the M&S, the management of the company need to
be sell its products to the 30-years growing demographic. The challenge of expanding
into the new market is already in train. They plan to open around 250 stores outside the
UK within the next 3 years.
 Product development:- this strategy focus on introducing the new product in the
existing market. In relation to the Marks and Spencer, the management of the company is
plan for introducing the catering services in the events like weddings, parties and many
more. This is an classic example of product development.

 Diversification:- this strategy focus on entering into the new market by introducing the
new product(Matrix and Ansoff, 2020). In relation to the Marks and Spencer, the
management of the company focus on achieving the market growth. It is very important
for the management of the company to focus on developing the product that fit closely
with the company’s core philosophy and competencies.
Digital marketing:-
With the help of this marketing method the management of the company can easily
spread the good image of the product in the mind of customers and earn more and more profit.
Different types of digital marketing tools are used by the company in promoting their product in
the market. These methods assist in improving the performance and growth of the company
which has been discussed below:-
 Increase customer base:- in the today era, almost all the customers shifted towards the
online platform in a very frequent manner. So this is the time that the management of the
company get into the online world. By going online they can serve to the large market
area which help in increasing their market base.
 Cost effective:- with the help of modern marketing methods the management of the
company can reduce its advertising budget. It is very easy to start a new business in the
today's world but the main reason behind their failure is advertising of the goods and
services(Saura, 2021). As digital marketing methods are cost effective in nature, so
company can use this to reach to the customer and grow in the competitive market.
 Build brand reputation:- if digital marketing methods are used by the management of
the company then they can effectively reach to the customer with less time. This not
only assist the organisation in making aware the product of the company with the
customers but also help in developing a good brand image in the market. With the help
of these digital tools the management can effectively communicate with their customers
which assist in building loyalty towards the company.

CONCLUSION
From the above report it has been concluded that it is very important for the management
of the company to determine the external as well internal environment in a very effective
manner. By doing this they can do their all business activities in a very effective manner. This
report conclude the marketing mix of the chosen company which help the management in
promoting the product in the market. This report also conclude the SWOT analysis which assist
in analysing the strength and opportunities of the respective company and also help in
developing the strategies to overcome form the threat and weakness. Further more this report
conclude the Ansoff matrix in order to develop a strategy for its new product line and customers.
In the end this report concluded that how digital marketing methods assist in improving the
performance and growth of the company.

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.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing, 94(2), pp.113-135.
Benzaghta, M.A and et. al., 2021. SWOT analysis applications: An integrative literature
review. Journal of Global Business Insights, 6(1), pp.55-73.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Matrix, A. and Ansoff, I., 2020 Tools for Generating Strategic.
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.