MANAGING AND LEADING PEOPLE.

MANAGING AND LEADING PEOPLE 0
Marketing
Managing & leading people
System04116
3/29/2019

MANAGING & LEADING PEOPLE 1
Contents
Introduction......................................................................................................................................2
Marketing conditions.......................................................................................................................2
Development and implementation of new marketing strategies and tactics for clothing in M&S..2
Evaluation of strength of M&S strategy..........................................................................................4
Identification of dynamics and trends within marketing environment of UK retail industry.........5
Produce situational analysis.............................................................................................................6
Identification of factors that underpin opportunities and challenges...............................................7
Recommendation.............................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................7

MANAGING & LEADING PEOPLE 2
Introduction
The purpose of this project report is to evaluate the market condition and to develop and
implement the new marketing strategies and tactics for clothing segments within Marks &
Spencer by using various models such as PESTEL analysis, SWOT analysis, and STP model in
order to increase the market share and sustainability.
This assignment is divided into three parts. One part will covers the new marketing strategies
develop with the help of STP model and relevant marketing mix to support these new strategies.
Second part will cover identification and evaluation of dynamics and trends of marketing
environment of UK retail industry that affect the Marks & Spencer business operations. Third
part will cover the identification of key factors that underpin the opportunities and challenges for
the Marks & Spencer. In the end the recommendation will be made which covers marketing
strategies and tactics in order to satisfy market place needs and build its market share.
The Marks & Spencer is a large international retailer headquarters in London, which is,
specializes in clothing, home products, luxury food products and selling. In UK, M&S has 979
stores with 615 that sell food products only and remaining are divided in clothing and homeware
portfolio. It has six key objectives, that are maximization of profit, rise in sales, offering of high
quality services, market leadership, reward shareholders and growth (M&S, 2019).
Marketing conditions
Clothing retailers in U.K. have faced slightly challenging operating situations over last five
years. The prices of clothing have decreased currently due to tenacious price competition and
extensive discounting. This has forced growth of revenue slightly. Retailers also had to efforts
hard to hold and pull away patrons from challenging supermarkets, department stores and online
retailers. The development of the retail background and the tenacious growth of online shopping
require most retailers to invest considerably in their online offerings and distribution capabilities
that have showed useful and delivery selections now make up a relatively considerable share of
business operators’ revenue.

MANAGING & LEADING PEOPLE 3
Development and implementation of new marketing strategies and tactics for clothing in
M&S
The STP model is used to develop a new marketing strategy which clearly identify the
segmentation, target and positioning of M&S to support the newly develop marketing strategy.
STP model-
1. Segmentation:
 Demographic: Based on demographic segmentation, M&S targets individuals
according to their age, gender, life cycle stage. M&S targets customers between
13-45 years old, with greater weight to teens in order to build long period loyal
customers. Furthermore, gender is another important factor that M&S use to
attract its target audience. Despite the facts that its male purchasing buyer Is
higher recently M&S has invested heavily in females. M&S has developed a
strategic approach to target the women by launching a variety of female sports
lines where revenues are expected to grow in next subsequent years.
 Psychographic: M&S utilizes psychographic segmentation to target audience
based on personality, lifestyle, interest and activities. M&S aims to achieve
individuals who take pleasure in fashionable clothing. M&S does something
exceptional.
 Behavioral: Based on behavioral segmentation, M&S focuses on the way their
products make customers feel. Clearly, the M&S follows the direction.
 Geographic: Based on geographic segmentation, M&S promotes various
campaign in the United Kingdom, in United states of America, and in Asia
because fashion differentiate by region, even cities (Suttle, 2019).
2. Targeting:
Target marketing is the next stage of segmentation process where the M&S
systematically choose the segments that will allow to most efficiently and effectively
achieve its objectives.
M&S evaluates its target audience based on reachability, measurability, size and
behavioral variables. The M&S targets the women providing them specialized and
innovative stuffs. All products are available at online with unique opportunities. M&S