Introduction to Marketing

INTRODUCTION TO MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Task..................................................................................................................................................2
Marketing audit for current performances of M&S.....................................................................2
Evaluation of current marketing strategies of M&S along with their position in market............3
Proposal of two set segmentation of market criteria for business of M&S.................................5
Research justifying chosen customer group for growth of business in retail market..................6
Buyer's behaviours research justifying marketing strategies to meet customer requirement and
help grow business.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................8

INTRODUCTION
Marketing is a business activity undertaken by a firm for the purpose of promotion for
buying and selling of their products along with services. Activity of marketing includes
advertising, selling along with delivering of products to their customers or other businesses.
Marks and Spencer Group Plc (M&S) is multinational British retailer dealing in home products,
food products and high quality clothing established in London, United Kingdom in 1884 by
Michael Marks and Thomas Spencer running its business operations in 1463 locations
worldwide. The report will summarize marketing audit of current performance of business along
with evaluation company's current position in market and their market position. Further report
will address proposal for two set criteria for market segmentation for success of business along
with justifying research for how these customers group help grow business in retail. Finally, the
study will summarize behaviour of buyer along with several researches justifying chosen
marketing strategies coping up with business growth or not.
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Task
Marketing audit for current performances of M&S.
Marketing audit refers to systematic, comprehensive, evolution, analysis and
interpretation of marketing environment of business (internal and external) along with its goals,
strategies, objectives principles to identify areas of problem along with opportunity to modify
plan for business accordingly (Armstrong and et.al., 2018). M&S hold the record of profitability
and success of firm ever since it's establishment. The reason for their success is quality products,
innovation along with effective price making value for customer's money spent. Current
performances of M&S will include –
Campaign reach
Campaign reach is the statistics of advertising and analysing media in a given period. The
reach of brand to their dedicated consumer will promote the business and even can generate
business further. The current marketing practices of M&S have evaluated their each towards
customers in their desired and dedicated market based on the impression they left on people for
the purchase and use of their products and services such as M&S figure out the impression of
product after the marketing practices along with number of followers they gained through their
act by evaluating sponsored posts along with traffic in their websites and applications along with
generation of enquiry will justify the efforts of marketing practices of team of Marks and
Spenser (Baker and Saren, 2016).
Market share
Identifying market share is the practice of evaluating amount of share potentially owned
by particular company. The marketing practices of M&S will help them generate business will
help justify business performances of M&S to identity weather their business activities are
operated in well systematic manner along with amount of energy and enthusiasm their marketing
people serve compared to increase or decrease of sales will justify their business practices
(Baker, 2016).
Overall financial performances
Financial performances of M&S in terms of generation of funds along with availability of
assets, the money and available funds with firms for any further business expansion will be
justifies according to their availability. Marketing department is overall responsible for
promotion of brand along with withdraw of business from the markets. The evaluation of overall
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