Introduction to Marketing

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Marketing Audit of Marks & Spencer (M&S).......................................................................1
Research on market segmentation..........................................................................................5
Marketing Strategies...............................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essential need of an organisation which supports maximum in achieving
strong brand image and expansion of business irrespective of the size whether small, medium or
large. Here, marketing manager play a vital role in conducting marketing analysis so as to
identify the market needs and preferences of targeted people which enable management of an
organisation to take further suitable actions to expand its business operations to a wider scale.
The present assignment report is briefly discussing the proper market research that enable Marks
& Spencer (M&S) to examine their growth and various marketing opportunities. To conduct
market research, PESTLE, SWOT analysis shall be conducted along with competitor’s matrix,
Boston consulting matrix and Ans-off matrix. The project also briefly explained the different
segments on the basis of which marketing plan and strategies has been formulated. All other
aspects required to conduct marketing audit are briefly summarised under this report.
(Introduction to Marketing, 2018).
TASK
Marketing Audit of Marks & Spencer (M&S)
Marketing is an essential part of business functions which brings reliable information
about market trends towards the management of an organisation which assist them to make an
effective decision in order to achieve strong brand position in market. M&S is known and well
established retailer organisation of UK which is engaged in providing multiple number of
products such as home products, clothing and luxury food products of standard quality. As it is
operating at large scale, it is very important for the management of an organisation to conduct its
market audit so as to identify their actual position in market (Bacik, Gavurova and Fedorko,
2015). It makes easy for management to develop their existing plans and policies according to
the current marketing trends so as to achieve strong sustainability. Here is the marketing audit of
M&S:
SWOT Analysis of Marks and Spencer (M&S):
SWOT analysis is conducted to identify the actual strengths and weaknesses of an
organisation along with the growth opportunities and threats. M&S is engaged in clothing market
where lots of competitors are available to damage their sustainability therefore it is more
important for the management of M&S to conduct SWOT analysis so that they can be able to
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make relevant changes in their existing plans and policies so as to achieve strong stability among
their rivals in market (SWOT Analysis, 2018).
Strengths Weaknesses
 M&S is one of the largest UK retailer
engaged in multiple number of products
such as home, wine, furniture, clothing
and many more products due to which
it has attained huge customer base.
 M&S has also their own label brands
such as Per Una, North Coast etc.
which makes customers more familiar
with the name Marks and Spencer and
also enhance brand recall.
 It has attained more than 80,000
employees who are employed in their
showrooms and offices around the
world.
 It has operated more than 300 full-line
stores, 910 stores in UK itself, 220
owned and 310 franchised simply food
stores which makes their strong
presence at local as well global market.
 It is primarily operated in UK, Europe
and US but failed to achieve strong
presence in Asia and Middle East due
to having clothing products in western
pattern and not traditional.
 Poor scalability of the supply chain as
the company tried to offer global access
to their merchandise through their
online stores but failed to scale up their
supply chain to all locations globally.
 Customers facing lots of issues related
with its returns policy as well as in-
store experience which adversely affect
their brand loyalty and increase brand
switching.
Opportunities Threats
 Should engaged in selling ethnic and
traditional wear which makes easy for
company to expand its business to Asia
where such types of clothing products
are more in demand.
 Required to introduce new market
segment through opening their
 Aldi, Asda, Tesco etc. are some tough
competitors which brings lots of threats
and challenges towards M&S that will
may damage their strong sustainability
in market.
 Small-sized retailers of UK are also
bring threat to company due to their
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