Introduction To Marketing of Marks and Spencer

Introduction To Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Describe how marketing techniques are used to market products in two organisations.......3
P2 Describe the constraints and limitations under which marketers operate, making use of
examples to explain your points. ................................................................................................5
P3 Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans............................................................................................6
P4 Use marketing research for marketing planning....................................................................7
P5 Explain how and why groups of customers are targeted for selected products.....................8
P6 Develop a Coherent marketing mix for a new product or service.........................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a management process in which company promotes and delivers its goods
and services to the customers in a specific area of market. In addition to this, it is a process of
meeting the necessities and wants of customers. In other words, it is a study or management in
which organisation makes healthy relations with customers along with satisfying their needs
through providing them products as per their needs. Chosen organisation for this assignment is
Marks and Spencer for private and Oxfam for not for profit. This report will be discuss about
marketing techniques that are used to market products in two organisations along with limitation
and constraints of marketing. At last, a coherent marketing mix for new product will be formed
in this report.
P1 Describe how marketing techniques are used to market products in two organisations
Marketing is a process which is used by organisations for meeting with the needs and
wants of customers. In today's competitive world each organisation faces rivalry in generating
profit because large number of competitors exist in the business world (Shaw, 2016). Due to
which several Marketing techniques are used by organisations for attracting customers and
increasing the sales.
Marks and Spencer and Oxfam both are performing their duties in different sectors i.e.
profit and Not-for-profit. They both wants to take growth in marketplace because of which
several growth and survival strategies are used by them for market their products and services.
These strategies are given as below:
Growth strategy – Each organisation wants to take growth and success in market due to
which several growth strategies such as market penetration, market expansion, product
expansion and acquisition adopted by them. These all strategies are comes under the Ansoff
Matrix which are mentioned beneath along with how these strategies are used by M&S and
Oxfam for market their products and services.
Market Penetration In it, both companies have to market present offerings in the
present market.
Market Development Under this, existing products are marketed by organisations in
new market.
Product Development New products are marketed by companies for present market.

Diversification In this strategy, companies have to marketing new products in
new market areas.
Application of Ansoff Matrix in both organisations
Particulars Marks and Spencer Oxfam
Market penetration Company is manufacturing quality
products and delivers them into
present market due to which they
have made its good strength in
through out the world. For
example- M&S is providing
products and services in market at
affordable prices so that customers
get attracted towards their
services.
Oxfam is also doing several
functions like they organise
campaigns and poster ads for
increasing their sales figures in
marketplace.
Market Development M&S performs its operations at
global level due to which they
regularly makes innovation in their
offerings for sustaining in market.
For ex. Company have introduces
Modern clothing products in
France which are selling by them
in UK market. Through it,
company have made strong
customer base in French market.
Organisation also perform its
duties at international level but
they does not focuses on
developing market share
whereas, they provides
services whether the market is
new or old.
Product development Marks and Spencer always makes
innovations in their offerings such
as they have introduces Indian
traditional dresses in UK market
due to which growth of firm is
Whereas, Oxfam is a
charitable organisation in
which their volunteers
performs their duties according