Digital Marketing Strategy for Marks and Spencer

This report discusses the digital marketing strategy of Marks and Spencer, including the impact of Brexit, competitive environment, and the use of traditional and digital marketing tools. Findings from PESTEL analysis, SWOT analysis, and 7Ps of marketing are discussed.

MARKETING

EXECUTIVE SUMMARY
In the current corporate world it is essential for business organisation to utilise digital marketing
as a part of their marketing strategy. This is because digital technology has transformed the
concept of marketing. Business firms are using digital marketing as it has certain features which
are not possible with traditional marketing such as personalisation.
Marks and Spencer is affected by various external factors such as impact of Brexit deal on
tariffs, decrease in disposable income of the consumer, rise in online shopping, single lifestyle
among consumers and environmental concerns of the consumer. M&S operates in highly
competitive environment due to high consumers power, threat of substitute and intensity of
competition.
The main strength of the company is wide range of products with the with the main weakness of
target consumer base shifting away from the brand. M&S needs to diversify their product
portfolio for older demographic in order to deal with the threat of high competition.
The firm sells their products through physical and digital stores. The pricing strategy for online
and physical purchase is different due to delivery charges. M&S has 1500 physical stores and has
partnered with Ocado for online delivery. M&S promotes their products through print media and
influencer marketing. Well trained employees of M&S interacts with their consumers and
customers have the option to use scan and go technology. The layout of the firm is designed to
ensure comfort to every consumers while the user-friendly design of their website is digital
approach of their marketing mix. The presence of digital and traditional approach in every
element of marketing mix has helped the company gain success in various business endeavour.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Company Overview................................................................................................................4
Critical literature review.........................................................................................................4
Marketing research.................................................................................................................6
Findings..................................................................................................................................7
CONCLUSION..............................................................................................................................11
Reflective statement.............................................................................................................12
REFRENCES.................................................................................................................................14

INTRODUCTION
Digital marketing is defined as the usage of digital technologies such as social media and email
to promote the products of the company. Businesses firms all over the globe are utilising serious
digital marketing methods along with conventional marketing methods as it helps the company
connect with large number of consumers. This report is based in the British retail organisation
Marks and Spencer which was found in the year 1884 and currently is present in more than 29
foreign markets. This report includes a critical literature review about the concept of marketing
in an increasingly digital corporate environment. In addition to this various marketing tools such
as STP and Marketing mix are provided in this report to understand digital and traditional
marketing approach of the respective company. Research findings of primary and secondary
research are provided including SWOT Analysis, PESTEL analysis and five forces analysis.
MAIN BODY
Company Overview
Marks and Spencer is a British retail firm which had a wide product portfolio of own label
products including clothing, homeware and food items. The company is prominent member of
the British retail industry and has a market share of 3.1% as of may 2020. This is a decrease
0.2% of market share from the year 2017. There are various reasons behind this loss of market
share and the firm is determined to gain market share and become a leading organisations in the
British retail industry. The company has created a brand image of trusted retail firm in the UK
and aims to offer high quality products to consumers. The company has a workforce of more
than 78,000 workers all over the globe. The marketing strategy of the company utilises both
traditional and digital marketing tools to communicate with the consumer promote their products
and seek progress in their industry. This involves usage of traditional marketing methods such as
TV and print media along with social media to attain marketing objectives. This marketing
strategy helps the company increase their online sales and create a global brand image to
increase the profitability of the firm.

Critical literature review
As per the view of Granados (2019) in the current digital world the concept of marketing is
facing transformational changes. This has happened due to the increasing usage of digital
technology by consumers all over the globe. Businesses are compelled to adopt an effective
digital marketing strategy in order to gain desired results from their promotional efforts (How to
advertise in the digital age: Follow the 4 E's, 2019). The concept of marketing has changed over
the years and there is a shift from traditional to digital marketing methods. Advertisers all over
the globe are embracing digital marketing tools in order to connect with large number of
consumers. It is important for business organisation to indulge in digital marketing and create a
robust and comprehensive system to integrate advertising across both digital and conventional
marketing channels. The digital age has affected nature and number of consumer touch which
has changed the process of consumer interactions. It is important to understand that business
firms need to change their marketing strategy in order to adapt with changing business
environment so that they are able to gain sucess in their industry. This is depicted by the change
in the medium through which a company propagates their message to the consumer. The focus of
digital or contemporary media is to utilise digital tools such as social medial, email marketing
and search engine optimisation as the basis of communication with the consumer the concept of
traditional marketing revolves around usage of print, TV and news media as the primary
communication mediums. in the digital age the marketing function is heavily dependent on
technology to conduct various daily aspects of marketing operations in a business firm. These
digital marketing activities are a features of digital medium and is unique to digital marketing.
Monitoring and tracking the impact of marketing campaigns in real time, modification of
marketing campaigns and connecting with consumer all over the globe are some of the features
of digital marketing methods are not present in traditional marketing tools as they have limited
reach and cannot be changed after they have been implemented by the company. Apart from the
tools used to promote products or services, digital technology has been able to influence other
aspects of marketing. This is depicted by changing responsibility of marketing manager in a
business firm. Marketing decisions making is also assisted by digital technology such as big data
and AI to find the best practice related to both traditional and digital marketing campaigns.
Digital technology has enabled business firms to connect with large number of people in a cost
effective manner which has increased the scope of marketing from local to global stage. This is

not possible with the usage of traditional marketing tools or approach as it covers limited
demographic and geographical region. The marketing practices of consumer analytics, predictive
analytics and consumer experience mapping is another impact of digital technology on marketing
function. Businesses firms utilise this tool to create Omni channel marketing which helps
business firms provide integrated experience to their consumers. This integrates marketing
activities across traditional and digital mediums so that every consumer gains similar experience.
Analysis: Due to the rise in usage of digital technology, the concept of marketing is facing
fundamental change. Contemporary marketing is dependent in digital technology such as search
engine marketing and predictive analytics to attain marketing goals. The usage of digital
technology allows business firms to provide a seamless experience to every consumer across
marketing channels.
Marketing research
Marketing research approach: In this element of a research, the investigator has to select from
two options of qualitative and quantitative research approach. Both of these approaches help the
investigator in identifying, selecting, collecting and analysing data related to a specific topic.
Qualitative research approach includes collection and analysis of non-numerical data in order to
understand concepts opinions and experiences. It is used in research to gain profound knowledge
about a particular topic or to generate new ideas for research (Avci, 2021) . Quantitative research
approach is focused in quantifying the gathering and analysis of data. Quantitative research
approach emphasize numerical data analysis and are helpful in testing a hypothesis with
empirical data. The present investigation is conducted with the help of quantitative research. The
rationale for utilisation for quantitative research approach is that it provides objective and
accurate results, is easy to conduct and cost effective.
Data collection: The data collection technique available to the research involve questionnaire,
survey and poll. The present research utilises questionnaire as the main data collection technique.
This is justified as it helps the investigator as this technique is inexpensive and provides quick
results which are easy to analyse.
Data analysis: The process of analysing data gathered with the help of qualitative or quantitative
research approach (Arstein-Kerslake and et. al., 2019) The present research utilises the
frequency data analysis technique. This technique is useful to analyse large amount of

quantitative data to provide measurable and objective research. The rationale for using this data
analysis technique is that it depicts raw data in an organised manner.
Sampling: This is defined as selection of an appropriate sample size from large population in
order to complete the research. Probabilistic and non-probabilistic are two kinds of methods
utilised in this part of the research methodology (Politano, Walton and Roberts, 2017). Both
probabilistic and non-probabilistic are effective and favourable sampling methods, but for the
current research probabilistic sampling method is used. This sampling method eliminates
sampling error and removes research biases from affecting objective research findings. In
addition to this, probabilistic sampling enhances reliability of research findings and increases
accuracy of sampling error estimation. These are the primary reasons for using probabilistic
sampling as sampling method for this investigation.
Findings
PESTEL analysis of Marks and Spencer
Political factors: Implementation of Brexit deal is the main political factor affecting the company
as it changes various trade regulations.
Positive effect: Brexit is implemented as a rise in English nationalism. Marks and Spencer can
use their British heritage to attract consumers from non-British brands.
Negative effect: Brexit has increased tariffs which has negative impact on costs of the firm.
Economical factor: The decreasing disposable income of British citizens affects profitability of
M&S.
Positive effect: The firm gains the opportunity to expand their global presence in high potential
region.
Negative effect: The company will not be able to attain high profitability in Britain.
Social factors: Rise in single family affects products purchased by the consumer.
Positive effect: Such consumer buy in bulk which is profitable for form.
Negative effect: Single living culture results in consumer shopping after long time periods.
Technological factors: Rise in online shopping all over the globe affects overall sales of M&S.
Positive effect: This allows the firm to reach larger audience.
Negative effect: The company has to face competition from online firms.
Environmental concern: Rise in global concern about sustainability of products.

Positive effect: The firm will be able to construct positive brand image with the help of CSR
activities.
Negative effect: This will increase cost of the company.
Legal factor: The company has to comply with various national and international laws.
Positive effect: M&S is able avoid lawsuit by operating lawful.
Negative effect: This delays various activities of the company.
Five forces analysis
Bargaining power of the consumer: This element in case of Marks and Spencer is high due to
availability of options from rivals and they easily switch products.
Bargaining power of suppliers: This element is low in context of M&S as they have large
number of suppliers which provide high quality materials at low cost.
Threat of new entrants: This threat is low for M&S as building large product portfolio and brand
image requires high investments and time.
Threat of substitute: M&S faces high threat of substitute is high as counterfeit clothing products
are available at cheap rates.
Intensity of rivalry: This element has high value for M&S due to strong competition from
TESCO, Sainsbury's, Morissons, Waitrose, Aldi and Lidl.
SWOT analysis of Marks and Spencer
Strengths Weaknesses
 M&S offers wide range of high
quality products.
 The company has high brand
recognition in their domestic
market and global market.
 The target consumer base of
M&S which is young age
consumers are shifting away
from the brand.
 Decrease in reputation due to
charges for disability
discrimination against
employee.
Opportunities Threat
 The company has the
opportunity to expand their
operations in newer
 High competition from
regional and international
retailers is the main threat

international regions.
 M&S can exploit the
opportunity of gaining more
consumers by diversification of
their product portfolio for older
demographic.
faced by the company.
 Depreciation of UK currency is
a threat to profitability of
M&S.
STP Analysis of Marks and Spencer
Segmentation: Marks and Spencer utilises demographic and geographical segmentation
technique to divide consumers. Demographic segmentation divides consumer on the basis of
income level while geographical segmentation divides consumer on the basis of their geographic
region.
Targeting: The target consumer base of Marks and Spencer is men and women over the age 30
for their clothing products while their food items are targeted at middle income consumers of the
firm.
Positioning: Marks and Spencer has position itself as an affordable brand for retail shopping as it
offers less costly products than Sainsbury's, TESCO and Morrison.
7p's of marketing of M&S
Product: M&S offers a wide range of products to their consumers. This includes own label
homeware, fashion and food products. The traditional approach for sale of the products is
through physical stores and digital approach for this element is sale through online website.
Price: The company has utilised competitive pricing strategy for this element. M&S products are
comparatively inexpensive that their competitors for physical stores. M&S charges higher prices
for online products as delivery charges are also included.
Place: The company has more than 1500 stores in more than 62 international region. This is the
traditional approach for place element in the marketing mix of the company. In context of M&S,
the digital approach is to seek the products online and deliver them by acquiring 50% of the
online delivery shares of the company. Marks and Spencer has partnered with Ocado to ensure
timely online delivery of their products. This has helped the company ensure timely delivery of
their products to every consumer.

Promotion: Marks and Spencer has spent more than 50 million pounds on TV and print media
advertisements which are some of the traditional marketing approaches utilised by the company.
Marks and Spencer has created a strong social media presence as a mean of digital marketing.
Influencer marketing which involves collaborating with social media influencers to promote
products to their large number of fans is one the main social media marketing strategy of the
company. The firm has collaborated with more than 28 Instagram influencers to promote their
products (Marks and Spencer strengthens influencer relationship at 'Girls night in', 2017)
People: The company trains thier in store staff about ways to handle consumers and increase
positive experience as a traditional element of their people marketing mix. In addition to this,
Marks and Spencer has equipped more than 500 British stores with scan pay and go systems
which allow the consumers to buy products by scanning and paying for them through their app
(How Marks and Spencer plans to double down on digital to compete with online pureplay and
survive the COVID crises, 2020). This is digital approach to people marketing element and is
aimed to provide contactless shopping experience to consumers.
Processes: The in store technology of the company allows consumers to gain various information
about the price of the product with the help of application. Apart from this the workforce of the
company interact with consumer to provide them positive shopping experience. This is
traditional approach of process element of marketing mix. In digital approach of this element of
marketing mix, the company has collaborated with Ocado to deliver their products to the
consumer in a timely manner.
Physics evidence: This element of the marketing mix includes the components of the physical
experience which come in contact with the consumer during shopping with the firm. The
traditional physical evidence of Marks and Spencer includes providing products in sustainable
packaging. The website of the company is user friendly which is the digital element of their
physical evidence.

CONCLUSION
From the above report it is determined that business organisation in the current world need to
utilise digital marketing techniques in their marketing strategy in order to attain marketing
objectives. Digital technology has changed the fundamental elements associated with marketing.
Businesses use both digital and traditional marketing elemts in their marketing campaigns.
Digital technology has helped the firm with consumer data collection and creation of Omni
channel marketing to provide every consumer seamless marketing experience across every
marketing channel. PESTEL analysis, SWOT analysis and Porters five forces analysis are useful
tools which help business firms understand affect of external, internal and competitive factors
affecting the company. The marketing mix of the contains various elements which provide
information about marketing tools used by a business firm to gain marketing objectives. These
elements have both digital and traditional approach to marketing.

Reflective statement
In 1988, Graham Gibbs invented the Gibbs Reflective Cycle to organise learning from
interactions. It provides a forum to analyse interactions, and in view of its cyclical existence. It
gives you the possibility of learning and planning activities that have either worked well or not
been well.
Description
I have analysed that report is based on marketing so that I can understand about the topic
related to marketing. It also includes the background information of organisation which is Marks
and Spencer. It is also analysed by me that what are the current strategy which is adopted by the
organisation in digital world. For the present investigation, quantitative research is used to
understand the concept.
Feelings
Prior the event: Before doing the research I am very excited to conduct the quantitative
research which helps me to develop my skills such as learning and research skill.
During the event: During the period some problems occurred in conducting research
such as time management and problem solving skills.

After the event: After the event I successfully complete my research and understand
various topics so that it lead to increase my skills and motivate me to further conduct the
research the research.
Evaluation
What went well?
The most important thing is that the structure of report is proper so with the help
of this I have completed my research in effective way.
What did not work?
The work did not work is that they have not work is that there is not proper
management but after making developing strategies I have effectively done research.
How did the experience end?
I have experienced that management is the most important part to conduct the
research so that I can find more information and references.
Analysis
I have analysed that if again I have to research I will improve my various skills such as
time management, ICT skills and problem solving skills. With the help of this I can properly
analyse each area carefully identify and read the research. After that understand topics and then
do research in proper way. In this way I can develop strategies in order to conduct in research
according to the present data.
Conclusion
It is concluded after analysing the research that the marketing is very important for
organisation so that they can promote their goods and services. From the current data it is
analysed that nowadays marketing is done digitally. From this I understand that with the use of
social media such as Facebook, twitter and other social media they can market their goods and
services.
Action plan
The action plan is that I have to develop strategies so that I can enhance my skills and
complete research on time. The second plan is that I have to develop my time management skills

which help me to understand the research properly. With the help of this I have to analyse the
areas that I have to research.
REFRENCES
Books and journals
Arstein-Kerslake and et. al., 2019. Implementing a Participatory Human Rights-Based Research
Methodology: The Unfitness to Plead Project. Journal of Human Rights Practice, 11(3). pp.589-
606.
Avci, B., 2021. Research methodology in critical mathematics education. International Journal of
Research & Method in Education, 44(2), pp.135-150.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Diamond, S., 2019. Digital marketing all-in-one for dummies. John Wiley & Sons. . Digital
marketing all-in-one for dummies. John Wiley & Sons.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.

McGruer, D., 2019. Dynamic digital marketing: master the world of online and social media
marketing to grow your business. John Wiley & Sons. . Dynamic digital marketing: master the
world of online and social media marketing to grow your business. John Wiley & Sons.
Mowla, S. and Shetty, N. P., 2018. Analysis of Web Server Logs to Understand Internet User
Behavior and Develop Digital Marketing Strategies. International Journal of Engineering and
Technology (UAE), 7(4.41), pp.15-21.
Politano, P. M., Walton, R. O. and Roberts, D. L., 2017. Introduction to the Process of Research:
Methodology Considerations. Lulu. com.
Sharma, P., Gupta, S. and Kapoor, D., 2020. Digital marketing and consumer millennials: A
comparative study of men, women, and transgender consumers' buying behaviour in
Punjab. Indian Journal of Marketing, 50(3).pp.47-57.
Online
How Marks and Spencer plans to double down on digital to compete with online pureplaya and
survive the COVID crises, 2020. [Online] Available through <
https://www.google.com/amp/s/diginomica.com/how-marks-spencer-plans-double-down-digital-
compete-online-pureplays-and-survive-covid-crisis%3famp>
How to advertise in the digital age: Follow the 4 E's, 2019. [Online] Available through <
https://www.forbes.com/sites/nelsongranados/2019/09/26/how-to-advertise-in-the-digital-age-
follow-the-4-es/?sh=42dde91b6191>
Marks and Spencer strengthens influencer relationship at 'Girls night in' , 2017. [Online]
Available through <https://shoppinglinks.com/blog/blog_detail/marks-and-spencer-influencer-
girls-nigh-tin>