Marketing Strategies and Analysis Report

The assignment is a marketing strategies and analysis report that focuses on the UK-based retail company Marks & Spencer. The report includes an introduction to the company's background and products, followed by an analysis of its marketing strategies using the product, price, place, and promotion (4Ps) framework. The report also discusses the importance of market research and how it helps in identifying customer needs and preferences. It concludes with a summary of the key findings and recommendations for future improvement.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION TO MARKETING...................................................................................1
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing Audit of Marks and Spencer (M&S).....................................................................3
Research on market segmentation.........................................................................................6
Marketing Strategies...............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an essential element which contributes maximum to the growth and
expansion of business irrespective of the size whether small, medium or large. For this marketing
manager is held liable to do market analysis in order to identify the buyer behaviour and market
conditions so as to cope up with them for the further expansion of business. The present
assignment report is discussing about proper market research that help Marks and Spencer
(M&S) to identify their growth and several marketing opportunities. For this, PESTLE, SWOT
Analysis should be done along with competitors matrix, Boston consulting matrix and Ans-off
matrix. The project also summarises the different segments on the basis of which marketing plan
and strategies has been formulated. All other aspects has also been discussed under this report
with the context of Marks and Spencer (Palmer, Cockton and Cooper, 2012 ).
TASK
Marketing Audit of Marks and Spencer (M&S)
Marketing is an essential need of every organisation which help in identifying the actual
market trends on the basis of which further actions are implemented in order to attain strong
position in market. M&S is one of the largest retailer organisation of UK which deals in
providing wide variety of products such as home products, clothing and luxury food products.
Therefore, to maintain their existing position in market, it is essential for the management to
conduct market audit in order to find out the actual market trends and on the basis of which
marketing plans and strategies should be developed. Following points should be included while
conducting marketing audit:
M&S is associated with lifestyle and retail industry which was founded in the year 1884. Thus, it
is essentially required for M&S to analyse their brand through covering following points:
SWOT Analysis of Marks and Spencer (M&S):
It is important for M&S to sustain their brand position in competitive market due to
which it is necessary to identify their actual capabilities and strengths so as to make further
actions for the betterment of an organisation. As M&S already has various strength and
weaknesses that brings motivation to grab several competitive opportunities in easily manner.
Due to high competition, faces lots of tough competition which required to make an effective
strategy with an an objective of eliminating negative impact as quickly as possible. For this

purpose, SWOT Analysis are required to be conducted in order to analyse internal factors of an
organisation. Such SWOT Analysis are described as below:
Strengths Weaknesses
M&S is one of the largest retail organisation
which deals in selling multiple range of
products such as clothing products, food and
home products. The main objective of this
organisation is to offer quality products and
services in order to maximise the satisfaction
level of targeted customers. M&S achieve huge
customer strength due to which their revenues
are always high. Providing products through
using online platform also help in attracting
large number of customers across different
nations which contribute maximum to the
growth and expansion of company.
M&S engaged in lots of issues related with
return policy as well as in-store experience.
This has make negative impact on the brand
image in market. It increases the chances of
shifting loyal customers to the products of
other brand as well.
Poor scalability of the supply chain is also one
of the major weaknesses of M&S. As they are
trying to expand business at global level
through offering their products using online
platform but due to having poor supply chain
the company failed to deliver their products to
all locations globally. As the company also
tried to reach their products to Asia and middle
east but failed to attract interest and buying
behaviour of customers due to their old
fashioned and outdated designs.
Opportunities Threats
Should required to expand its business to Asia
where the demand of ethnic and traditional
wear are high. This will help company in
increasing their sales figure and revenue.
M&S also required to introduce new market
segment in order earn maximum profits. Apart
from this, it is also required for company to
develop their website so as to facilitate targeted
customers to buy their products without facing
Due to presence of large number of
competitors such as Aldi, Asda, Tesco etc.
bring lots of threats and challenges due to
which the presence of M&S in market comes
in danger. This requires management to make
an effective strategies and suitable plans in
order to enhance the qualities of their products
on regular basis. Modification in exsting
products according to the needs and

any difficulties. preferences which changes on frequent basis
help M&S to move ahead than their rivals.
PEST Analysis:
` Political: It is such factors which are related with rules and regulations that need to be
followed by M&S in order to strong their presence in competitive market. Fluctuations in
political system may affect the revenue of company. For example, increasing in taxation rate on
clothing products due to changing in political system reduces the turnover of M&S and vice-
versa (Jung and Soo, 2012.).
Economical: It is related with the economy of country which affects the presence of
company in country. Growth in economy brings positive result to company thus M&S should
required to expand its business to such country whose economy are better. For example, India is
developing country whose economy grows on continuous basis thus required to look to such
country if want to achieve huge profits.
Social: Such factors are related with interest and behaviour of targeted customers which
may influences the decision-making of the management of M&S. Thus, it is essential to identify
the buying behaviour of targeted customers through conducting research and on the basis of
which management make changes in their pre-determined strategies and plans. For example,
ethnic and traditional clothing products are low in demand in UK due to less preferences of
targeted customers. Thus, make changes in existing products is essentially required.
Technological: Such factors are related with technological advancements which reduces
the cost of operations of M&S. Therefore, it is essentially for management of M&S to invest
money on adoption of advanced and updated technology in delivering process of products so that
the satisfaction level of targeted customers are maximised (Morgan, 2012).
Ansoff Matrix:-
Mark and Spencer is using Ansoff Matrix so as to examine their overall business
portfolio. Since the company is one of the globally renowned retailer that practice its business
operation all across the globe. Growth strategies of Ansoff Matrix are discussed below:
Market Penetration: In this growth strategy, Marks and Spencer seek to grow &
develop themselves by using its exiting goods and services in its existing market only. In other
words, it means M&S tries to maximise the market share of its current market in which they are

selling its respective good and services. However this can only be accomplished by decreasing
the price of goods, increasing channel of promotion etc.
Market Development: In this, M&S tries to expand its business operation by entering
into new market serving existing goods and services only. This enable them to capture market
share of entirely new market and increase the proportion of target customer. Thus making market
and customer base more stronger. This can only be possible via entering into new foreign
markets, different customer segment etc.
Product Development: Under this strategy, Marks and Spencer made an attempt to
create new goods and services and sell in its existing market so as to achieve higher growth. This
encompasses extending the current product line of respective company and offer in already
existing market (Baker, 2014). Entrance of M&S into financial services and banking sector are
the perfect example of new product development.
Diversification: In this growth strategy, M&S seek to create new products or services
and sell in new market as well. It is one most risky strategy as compared to others as respective
company is not having any thorough knowledge about market trends or fluctuations.
Research on market segmentation
Market segmentation is an approach to select the market group to execute the goods and
services. It mainly associated with analysing the possible group and potential customers. All over
analysis done on the basis of targeted market and analysis by considering the elements of
marketing mix as Price, Product, Place, People. Apart form it, there are type of elements also
required to analyse the effectiveness and the evaluation for better understanding and positioning
among the competition. Effective segments and targeted market analysed with significant
manner to develop strategies and plans as market development, product development and
diversification of market size.
Marks and Spencer majorly uses demographic segmentation to opt target market for its
products and services. Marks and Spencer are the essential aspects in terms of managing and
operating the business subject to operating the business in effective manner. Decision making
and strategies are the essential aspect in terms of building the essentialist in marketing options
and determination of possible customer targeted market. Aim market segmentation mainly
associated with analysing marketing strategies and plans for key market segments related to
demand and Metric's Free market Segmentation tools to analyse market size. This also help to

play demographic and Psycho graphic and environmental criterion in various forms to evolve
marking strategies (Novikova, 2015).
M&S is one of the international clothing retail organisation deals in complete garment
range in 40 territories and 895 over stores and the 600 domestic and 295 international markets.
UK is one of the developed economy and most of the organisations are small or medium size
organisation. M&S has a broad image with in UK and in international market. Organisation
adopt innovative ideas and approaches regarding marketing and sales. This is the only option
which remain associated with analysing the growth and development opportunities. M&S deals
in multiple products as men and women garment ranges, food products and financial services
with in UK market.
Market segmentation
This Concept is adopted by the organisation in significant manner. Product and services
are bifurcated with effective as per the research and development of marketing strategies. There
are set of strategies and plans considered while bifurcated the plans and planning of products and
developments are categorised effectively. A market segment is mainly associated with deriving
the plans subject to developing the product type and innovations in existing policies and plans
for growth and development. A effective market mainly associated worth segmentation which
exhibits the requirements and needs of customers.
There are some similar ways and plans are adopted by the organisation in terms of
deploying strategies and plans for better understanding the values and the planing process.
Market segmentation mainly associated with classification of products and services as per the
age group, income, social classes, occupations and the management of diversified brief and
introduction of strategies and plans (Engelen and Brettel, 2011).
Market segmentation is mainly divided in two major parts such as
Market segmentation as per age group: M&S is one of the organisation which produce
the products and services for every age group in terms such as child, adults, women and clothing
segments for 30 plus age groups. Market segmentation of M&S considered as a best example of
gathering the information related to customer perspectives and choice faster than other
competitive organisations. Data based marketing is also one of the essential marketing technique
which is used by the organisation subject to market segmentation. It has to face the challenges
and the consequences related to different fields and sections. By adopting the tactics of data

based marketing managers and accountants be able to bifurcate the product market and
penetration are mainly intended to deriving the plans for better classification.
Product specification and specific market groups are the essential part of generating the
income and analysing the financial plans. Majorly association is centralised around providing
customer satisfactory and effective services to establish the customer market in more significant
manner. Its products and services allows every age group and people to invest and grow the
structure in more significant and specific manner.
Market segmentation as per income group: price is one of the crucial subject which
affect the market segmentation of M&S and the plans 4mainly associated with defined the plans
and strategies in more significant and specific manner (Zenker and Martin, 2011).
There are mainly four segmentation which are given as below:
Demographic: Under this market segmentation, the population are divided on the basis
of age, gender occupation, income level etc. It help management of M&S to identify the needs
and requirements of customers according to their characteristics. For example, M&S targeted
middle income group due to charging moderate prices.
Geographic: Under this segmentation, the population are divided on the basis of regions
or location where they are located. For example, M&S is targeting UK due to high in demand of
their products and services.
Psychographic: Under this segmentation, the population are divided on the basis of
standard of living, lifestyle and attitude of customers, For example, In India mostly people prefer
to buy ethnic cloths due to which M&S can easily increase its income through selling branded
ethnic products to the people of India.
Behavioural: Under this segmentation, the population are divided on the basis of buying
behaviour, brand loyalty and decisions making. For example, the customers who wear ethnic
products on regular basis remain loyal with M&S.
Among mentioned four segmentation, M&S mainly targeting geographic and psychographic
segment with an objective of increasing sales figure and revenue in clothing business.
Reason of targeting such two market segmentation:
Geographic: due to charging moderate prices of their clothing products, M&S mainly
targeted middle income group who can afford to buy.

Psychographic:Due to selling branded ethnic products, M&S targeting the customers
who prefer and wear branded ethic cloths on regular basis for example India.
Marketing Strategies
Marketing refers to keep customer satisfy by selling valuable goods and services
using various activities like promotion, distribution, selling and delivering of product to end user.
Various strategies are formulated by Mark and Spencer in order to attract potential customers,
make them aware about the product and influencing them to purchase it through promotional
efforts. Following are the marketing strategies-
Product description :-
It refers to the description of product features, quality and price which is used to provide
information about product to the customer. Mark and Spencer Group is an multinational retail
industry that deals in three segments such as clothing, home product and luxury food product. It
is best known for womens-wear that capture 11% market share. Company focus on providing
satisfactory services to existing customer as well as attracting new customer by innovating their
product as per the requirement to satisfy market demand. Mark and Spencer uses various
promotional strategies to increase awareness about its offering by providing descriptions about
their quality products to their target market. It conduct market research for analysing various
factors present in market to identify market demand and expectations,so that by using this
company can develop marketing strategies to serve their end users with quality product as per
their requirement. This help in building product awareness in the market that in turn will
maximize the sale of company (Moutinho and Huarng, 2013).
As Marks and Spencer (M&S) started to deal in selling financial services in order to
increase revenue and achieve huge customer base. M&S mainly selected two market
segmentation such as geographic and psychographic. Thus, giving financial help to middle as
well as lower income group support them in buying their branded clothing and luxurious food
products. It will help M&S in increasing revenue which strong their position in market as well.
Brand Image:
It simply means what the brand presently stands for. Brand image is a perception in
customers eye for a particular brand which is developed over a certain period of time. Mark &
Spencer needs to position their product in such as way that consumer not only buy just their

product but also image related to commodity. This can be strengthened by brand communicators
such as packaging, advertising, word of mouth publicity and other promotional tools. These
should be created and convey the commodities character in a unique way that is different from
competitor's image. Brand image is mental feedback of end user when they purchase a particular
product. When there is positive brand image of a product than it leads to increase customer
expectation, goodwill and brand value of firm. This includes commodity's ease of use, appeal,
functionality, fame and overall value. Consumer forms an image of particular product that is
based on experience and interaction with brand.
Pricing Objective Strategy: It is identify as an effective and essential part for the
business entity to accomplish their long term goals and objectives within predetermined period
of time. It is also important for the respected firm to develop their better and strong image in
marketplace. In this M&S use effective pricing strategy which help the organisation to maximise
customer base in the enterprise.
 It is needs that administrator evaluate all factors effectively with aim to know customers
capacity in order to purchase goods and services easily.
 For this M&S requires to follow digital technology that support to decrease wastages as
well as extra costing from goods production. Due to this workforce of enterprise can
easily maximise their own capability of working style and enhance productivity of M&S
in appropriate and effective manner (Dholakia, 2012).
 Adoption of promotional tools such as TV advertisement, pamphlets, Company;s official
website, hiring celebrities etc. easily attracts different segment of market. For example,
Customers wearing ethnic products on regular basis easily attracts towards the
information available related with branded products.
Distribution strategies and objectives – For a retailer industry, it is needed to render their
products and effective services into different marketplace via various suppliers. In this activity,
there are some types of distribution which are explain as below:
 Indirect distribution – It is a type of process which is mainly connected to effective
strategy of marketing in which M&S distribute their goods and services by via some
retailers. In this activity, distribution channels is going through a big chain to supply an
effective services and products to customers. Such kind of procedure takes a maximum
period in order to supply accurate product to end user.

 Direct distribution – It is another process in which business entity render their effective
services to clients in direct way. In it, Mark and Spencer is not necessitate any producer
to provide as well as sale products. In it, clients purchase business products by their own
needs.
 Intensive distribution – It is also effective procedure which help the organisation to
covers a big area to produce their own goods and services easily. In this activity
marketing manager of the M&S play a vital role to determine information about target
market and audience demand that can impact on business activities and functions. After
studying such things, business entity produce their quality services and products to them
in effective way as per their requirement as well demands also.
 Selective distribution – In this activity, firm produce their services and products in those
field where they has high demand and need of this. Due to this they promote high sales
as well as growth in an easy manner. Such process needs impressive market research in
order to getting better outcomes. In this M&S can easily render their quality products
and services to those who need them.
4 P's of M&S
Product: M&S mainly deals in multiple products as Blazers, Cashmere, Jeans, T Shirt,
Skirts, Cardigans and foot wares are the main products of organisation.
Price: it has its own brand which deals in men kids which are developed in clothing
industries. Organisation mainly helps to pricing strategies to seasonal period and different offers
are provided to them.
Place: Marks and Spencer mainly associated with branding more than the 1000 stores
and working in more than 50c countries and the Marks and Spencer's majorly captured major
part of the UK.
Promotion: M&S adopt aggressive promotional approach in terms of promoting the
activities and plans. Advertisement by social media, campaigns are the main tools which are used
by company to promote products and services.
CONCLUSION
It has been concluded from the above project report that marketing is an important
activity which help an organisation to reach to their targeted customers and identify their needs
and preferences so as to fulfil them on time in order to retain them for longer period of time. To

analyse their brand position in company, it is important for an organisation to conduct marketing
audit in which PESTLE, SWOT analysis and Ans-off matrix are conducted. Marketing stargates
and identification of market segmentation are also essentially required in order to know their
actual needs and requirements of their selected market segments.

REFERENCES
Books and Journals
Palmer, R., Cockton, J. and Cooper, G., 2012. Managing marketing. Routledge.
Jung, L.H. and Soo, K.M., 2012. The effect of brand experience on brand relationship
quality. Academy of Marketing Studies Journal. 16(1). p.87.
Morgan, N.A., 2012. Marketing and business performance. Journal of the Academy of Marketing
Science. 40(1). pp.102-119.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Novikova, E.N., 2015. Design of a marketing information system. Mediterranean Journal of
Social Sciences. 6(1 S3). p.141.
Engelen, A. and Brettel, M., 2011. Assessing cross-cultural marketing theory and research.
Journal of Business Research. 64(5). pp.516-523.
Zenker, S. and Martin, N., 2011. Measuring success in place marketing and branding. Place
Branding and Public Diplomacy. 7(1). pp.32-41.
Moutinho, L. and Huarng, K.H., 2013. Quantitative modelling in marketing and management.
World Scientific.
Dholakia, N., 2012. Being critical in marketing studies: the imperative of macro
perspectives. Journal of Macromarketing. 32(2). pp.220-225.