Introduction to Marketing Assessment

INTRODUCTION TO
MARKETING
ASSESSMENT

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Marketing Audit......................................................................................................................................3
Marketing Segmentation..........................................................................................................................5
Marketing Communication......................................................................................................................7
Consumer buying behaviour....................................................................................................................8
Ansoff Matrix..........................................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................12

INTRODUCTION
It is very essential for all the organizations to understand the functioning of the business
so that the company can have higher profit margins. Marks & Spencer is going to be discussed in
this report which is having its headquarters in London and there are 80,000 employees working
in the organization. The company has expanded itself in a lot of industries so that they can have
an effective functioning for themselves which is going to make the company have a better
functioning for them like Kellogg’s corn flakes, etc. There are more than 1463 locations which
this organization is serving and area covered by the organization is worldwide which is creating
a competitive advantage. The company has to understand the business environment, marketing
segmentation, marketing communication, consumer behaviour so that the planning for the future
of the organization can be done effectively which is a very essential factor for the organization
since the competition in the market is also increasing rapidly.
MAIN BODY
Marketing Audit
Business environment can impact on the organizations functioning which need to be
controlled so that the organization can have a better operation for them. There are objectives
which all the businesses have in the market which needs to be fulfilled so that the company can
have a better functioning and the organization will be having more loyal customers. Marks &
Spencer have gotten online so that they can serve worldwide therefore analysing the environment
for the organization is very essential.
 Political Factors
Marks & Spencer is working on their free trade policies so that they can have a better
functioning and expand themselves in the business. Because of Brexit there are a lot of changes
which have taken place in the company regarding the policies so that they can have a better
competitive advantage (Bocigas Solar, Fernández del Hoyo and Herrera González, 2019). The

taxation policies in the country has changed because of which the company has to change their
way of working in the market so that they can have a better functioning for themselves.
 Economic Factors
There are a lot of discounts which are provided by the company to the customers so that the
company can have better profit margins. Marks and Spencer had decided in 1999 that they are
going to switch to using foreign suppliers in the organization which is going to make the
products of the company premium for the use of customers. The conflicts with the retailers in the
market which are small over products price has raised which is due to Brexit which has taken
place. Marks & Spencer is an experienced organization which is why they will be able to handle
that factor in the market.
 Social Factors
There is a help from the communities side for the organization to cut down the internal costs
which can make the company have higher profit margins (Bicen and Pinto, 2017). Marks &
Spencer is having a strong strategy for them in the market which is making the company get a
high profit margin for themselves. The trends of the customer is very essential for the company
to follow
 Technological Factors
There are a lot of technological changes which are taking place in the organization which is
making the company have a better functioning and reputation in the market. The company is
being able maintain their standards and quality of the products so that they can have a better
functioning and loyal customers in the organization. Technologies have made the errors reduce
in the organization and the organization is having a better productivity in the market which is a
great factor for the company.
 Legal Factors
The legal laws are being followed in the organization so that the company can satisfy the
needs of not just the customers but make the employees loyal as well. There are experienced and
skilled employees which are helping in the growth of the organization which is why the company