Marketing Department Report on Marks and Spencer

Marketing Department

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Audit.....................................................................................................................1
Marketing Strategy.................................................................................................................4
Marketing Mix........................................................................................................................5
STP Analysis..........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is basically the process of designing and maintaining an environment in which
individuals working together in groups efficiently accomplish selected aims and objectives. In
this report, the organisation chosen is Marks and Spencer, which is a British multinational
company headquartered in London, United kingdom. In this report, it involves the understanding
and knowledge of the various areas of marketing and the relationship among them and its
application in the international organisations. Moreover, it comprises of the market
understanding and their operations for the services and goods across the global environment. In
addition to that it comprises of the deeper understanding about the relationship among the
customers and the organisations with the application of the development of the important
marketing tactics and tools within the changing environment. The present report includes two
sets of market segmentation criteria which involve the 30 plus individuals and Kids. In addition
to that, it comprises of the suitable research and understanding of the behaviour of buyer.
MAIN BODY
Marketing Audit
In context to organisation, the marketing audit basically depicts as the interpretation of the
systematic analysis of the marketing of the business and involves the various activities which are
carried in the marketing department. In context to marketing audit, it comprises of the various
factors such as market, competitors and distributors etc( Gupta, R. and Bedia, D.D., 2021).
SWOT Analysis
Strengths
 In context to Marks and Spencer, the organisation has numerous stores and are
available across the world.
 The organisation is a leading retailer organisation and enjoy a large base of
customers and has created a renowned brand image which is easy to recognise.
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 The organisation offers a wide range of trendy, known and designer products and
also sells it online.
Weakness
 The organisation is facing a tough competition from various other international brands.
 The organisation has a very limited availability of the marketing stock and the company
has availing brands at very higher prices which results in limited market share (Jobber, D.
and Ellis-Chadwick, F., 2019).
Opportunities
 In context to organisation, its online presence is one of the bolster in the market position.
 The company has expanded its operations with the help of investing in more countries.
Threats:
 Due to the international presence, the company gets exposed to various policies
implemented by the government of different nations and resulted in affected by
government policies change.
 The organisation is highly threatened due to the international popular retail brands
availability as the other organisations are becoming a hurdle for the expansion of the
business operations and increasing tough competition in the marketplace.
PESTEL analysis
Political Factors
 In context to organisation, the country’s government free trade strategy has been affected
due to the company raising their profit margins and reducing the sourcing costs.
 The organisation is majorly influenced due to the government alternation and also being
affected due to the taxation policies (Ferrell, O.C., Hartline, M. and Hochstein, B.W.,
2021).
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