Marketing Essentials for Marks and Spencer: A Comparative Analysis with Tesco

This report provides an in-depth analysis of marketing essentials for Marks and Spencer, including the concept of marketing, marketing process, role of marketing manager, influence of marketing with other functional departments, and a comparison with Tesco based on the elements of marketing mix.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART -A..........................................................................................................................................3
Describing the concept of marketing...........................................................................................3
Overview of marketing process...................................................................................................4
Identifying the role of marketing manager in Marks and Spencer..............................................4
Analysing the influence of marketing with other functional departments...................................5
Analysing the role of marketing..................................................................................................6
Conclusions of having effective interrelationships between departments:..................................6
PART -B..........................................................................................................................................7
Comparing the organizations through suing the elements of marketing mix:.............................7
Evaluating basic marketing plan:.................................................................................................8
Situational analysis......................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION.
Marketing essentials of any form consists of sales techniques, advertising and publicity
that helps in growth of the business in long run. The present report is based on marks and
Spencer that is the multinational retailer company that is launching the new product line of
organic packed food product in UK market. Also, the report will explain the concept of
marketing in detail through analysing the current and future trends in it. Further, different
marketing process along with duties and role of marketing manager in quoted firm will be
discussed. Moreover, importance of interrelation of various departments along with the influence
of marketing will also be presented in detail. Furthermore, comparison of two organizations
based on the seven elements of marketing mix will also be analysed in detail. Lastly, marketing
plan for the launch of new product will also be presented under this report.
MAIN BODY.
PART -A
Describing the concept of marketing.
Marketing refers to those activities that are carried out by the firm so that consumer needs
could be easily satisfied and also it helps in generating larger revenues of the firm. Further, it
involves in getting the right product made available at right pace and time (Kamps and Schetter,
2018). There are various concepts that are included in the marketing such as production concept,
product concept, selling concept and societal marketing concept.
In production the management is concerned in improving the efficiency in production and
manufacturing process. In the product it means that consumer will purchase only those goods
that re good in quality and innovative feature (Bala and Verma, 2018). On the other hand selling
concept believes that only those goods are sold that are produced at large scale with maximum
marketing efforts. And last societal concept is based on achieving organizational goal through
knowing the demand so the customers so that better satisfaction could be provided.
Furthermore, it is seen that current trends of marketing there is more use of artificial
intelligence, chatbots, personalized video so that information could be passed out to all the
channels of communication and sales could be easily increased. Moreover, in the future it is
believed that more use of digital marketing would be there that would include social media and
email marketing that will enable the firm to provide better customer services than the previous.

Overview of marketing process.
There are different types of marketing process that are used by the firm to cater to the
needs of the customer. One of them is strategic marketing analysis that consists of market
segments that help to satisfy the needs of the people. Also, the next is market niches where small
group in the market satisfies the requirements of smaller groups. Further, marketing to individual
is another type it is adopted in large organizations that have few customers only. After this stage
the next is marketing mix planning where the firm decides the product, price, place and
promotion mix of the particular product is been decided in advance so that there are no problems
in the future (Dzwigol , 2020). Further, after these stages the marketing implementation is next
in which all the marketing elements of the firm are integrated in proper manner so that efficient
use of resources could be done. Moreover, proper implementation would enable in better
marketing of the firm so that goals could be achieved easily. Last in marketing process is the
evaluation and control that would allow the firm to closely look at the activities that would be
proved to be effective in the future through establishing proper control measures after evaluating
certain activities.
Another one is the process through defining the mission statement, conducting the SWOT
analysis so that strength and weakness could be identified. Further, marketing mix is planned
after which the process is executed in proper manner so that in later times results could be
measured.
Identifying the role of marketing manager in Marks and Spencer.
The marketing manager is responsible for all managing the responsibilities that are
related with positioning and promoting the brand in the market. For the firm like Marks and
Spencer that is the biggest retail firm in UK there are certain roles that the manager need to
follow some of them are :
 To operate on big scale the quoted firm manager is responsible for implementing
strategic plan that is been developed so that competitive advantage could be maintained
for longer period (Steinhoff and et.al., 2019).
 It is also responsible for creating various marketing campaigns and programs so that new
products that are launched in Marks and Spencer are easily able to create enough
awareness in the emerging markets.

 Also, all the external communications are also maintained by the manager so that Marks
and Spencer is able to engage effectively with the potential customers on large level.
 Moreover, managers in the quoted firm also helps in supporting sales for the company
through implementing various techniques by analysing the market data and carrying out
the effective market research (Huang and Rust , 2021).
Further, there are various responsibility that are followed by the marketing manager at the
workplace that are described as follows:
 It is responsible for selecting and training the sales workforce so that the set goals of the
marketing department could be achieved easily.
 Manager in quoted firm is also responsible for giving direction and coordination to all the
sales executives in the firm and also gives certain ideas to the top management for better
results in the future(Hanlon , 2019).
Analysing the influence of marketing with other functional departments.
There are various departments that are working in the firm to achieve certain goals.
Marketing influences the customer buying behaviour so that the firm is able to generate more
revenues in specific time period. Further, all the marketing function involves the research,
strategy, planning and developing tactics that enables in better functioning of various department
at the workplace (Ketter , 2018). Also, it is seen that there is close link between all these
departments with the marketing that is explained as below:
Operations management: In this department adequate research is done so that current and
future customer needs could be identified. Also, with the help of marketing individuals the
operations department would be able to get certain ideas regarding the quality and designs so that
product can be modified accordingly (Bruhn , Kirchgeorg and Meffert , 2018).
Finance department: Marketing manager identifies the approx budget that would be required to
promote certain products in the market so that finance department could allocate the budgets to
all departments accordingly so that all individuals could work accordingly.
Human resource department: Marketing team will closely work with HR department so that
efficient sales workforce would be created. Also, it is responsible for meeting certain production
targets so that various research activity could be conducted in smooth manner.

Analysing the role of marketing.
The role of marketing is very essential so that any new and existing product in the firm
can be made successful. Some of them are as follows:
Helps in meeting the needs of customer: A proper marketing technique helps in fulfilling the
requirements of the target market through conducting careful research analysis.
Ensures growth: Any organization run for longer period only when certain needs of the
customer are fulfilled. Thus, marketing function in any firm helps in satisfying the needs of
customer beyond certain expectations(Herhausen and et.al., 2020)
Widen market: The major role of this department is to increase the market share of the
company and attract the potential customers through applying various techniques that are unique
from the competitors.
Adapting right prices: This department passes various information regarding the changes in
prices of various raw materials so and substitutes product in the market so that the firm could
adopt right price of each of their product category.
Managing social media: In the current era where major sales are done through online platforms
this department handles all the accounts so that sales could be analysed and reviews could be
evaluated in better ways for maintaining the brand image and provide various information.
Conclusions of having effective interrelationships between departments:
While having the effective interrelationships between different departments helps in
sharing various ideas that will enable for better decisions making, policies and procedures by the
firm and also get valuable solutions if any further changes are to be made in the existing business
structure. Further, through proper communication within the departments helps in building the
teamwork quality among various individuals and develop better organizational relationship that
enable the firm to smoothly introduce various changes required in the future (Paul , 2019)
Moreover, it helps in encouraging various feedbacks through building an effective work culture
where members feel comfortable to share certain thoughts and ideas. Further, all the functions
need to be properly so that firm would be able to benefit from giving better response to the future
and current market trends of the company. Also, link between various department will help the
firm in better forecasting of production so that losses can be optimized through collaborative
efforts.

PART -B.
Comparing the organizations through suing the elements of marketing mix:
Particulars TESCO MARKS AND SPENCER
Product It sells variety of products that includes
clothing, electronics, financial services,
internet etc.
In this company variety of
products are sold such as
clothing, home items, food,
furniture and much more.
Price It adopts the low pricing strategy so
that it enjoys economies of scale. Also,
through this strategy the firm is able to
sell variety of goods at large number of
customers (Rangaswamy and et.al.,
2020)
It sells high quality products
that are considered as value
for money. Further, it follows
competitive pricing policy
where prices are set according
to various rivalries in the
market.
Place It has six different types of offline store
such as Tesco express, superstore,
metro, extra, compact and home plus.
Also, it has online website with name
of tesco.com that sells good to people
living in different regions.
It has more than 50 outlets in
various regions that sells it
goods along with it also sells
good through online medium
through its websites.
Promotion The firm done all the promotions
through advertisements on television,
promotional discount offers, charitable
events and so on. Further, it uses club
card services to acquire more loyal
customers.
All the promotions are done
heavily through its own
develop website like offering
discounts, incentive and offers
etc. Also, loyalty scheme helps
in attracting more customers to
the firm.

People All the workers are highly competitive
and includes others such manufactures,
suppliers, sales assistant etc.
It consists of workers,
suppliers, retailers, managers,
sales persons and much more
that are highly competent and
efficient.
Process It focuses on keeping the people happy
through speedy billing services. Also, it
focuses on addressing various customer
issues in efficient manner (Buhalis and
Volchek , 2021)
It has investigated in
technology so that further
improvement in the services
could be done. Also, it has
installed software so that
waste could be reduced.
Physical evidence All the stores are overly elaborated so
that all the products can be easily
navigated and are easy to find. Further
the website developed is simple and
easy to operate.
Marks and Spencer stores are
formal and thus are not very
large and highly expensive as
in comparison to Tesco .
Evaluating basic marketing plan:
Executive summary: The aim of the quoted firm is to launch organic food product in the
product line so that the market share could be increased on large level. Also, the product would
be made available through online channels and website so that more people are aware about it.
Company overview: This would be understood through the SMART objectives that are
described as follows:
 Specific -To sell large number of organic food products to health conscious people.
 Measurable- To increase sales by 50% at the end of year 2022.
 Achievable — To achieve the 30% increase in the total profits earned in previous year.
 Realistic- To increase the market share by 20% by at the beginning of the year 2022.
 Time frame- To become efficient and effective within 3 years of introducing the new
product line in the market.

Situational analysis
PESTLE analysis
It is important for the organization to pay attention on having significant processing through
analysing external factors. It involves political, economical, social, technological, legal and
environmental (Nandonde, 2019). Marks and Spencer can assess that external factors are
affecting positively or negatively to the specified organization in turn information for successful
of product or not can be identified.
Political factor The crucial political factor which has impact on free trade and
Brexit which has impact on functioning of company. It can
allow positively to sell organic packed foods.
Economical factor There are several economic factors like exchange, inflation,
saving, interest, employment, etc. It is important for the
enterprise to focus on prevailing factor discount giving
competitive edge for specified product. Company has good
financial position which can positively influence operational
actions.
Social factor It involves attitude, changing taste and preferences,
demographic, etc. M&S is offering organic products which is
targeting health conscious people. Health conscious is one of the
significant attitude that is prevailing in market and g positively
influence functioning.
Technological factor Innovation and technological aspects are increasing which is
leading higher efficiency and productiveness. M&S has good
amount of technological element utilization which ensures
higher compliance with quality standards in turn favorable
influence on business can be achieved.
Legal factor Government rules & regulations, industrial norms, international
legislation, employment law, tax & tariff rate, etc. M&S is
offering organic product which needs appropriate adherence to
health and safety measures. Company is positively following all

this rules which has good impact on firm.
Environment factor It is related with ensuring reduce carbon footprint, pollution,e tc
which has no adverse influence on environment.
From the evaluation of the table it can be analysed that these external factors has
influence on processing of company so that significant outcome can be derived. Each factor
impact to the certain extent so taking crucial measure to deal with deal becomes essential for
the specified organization.
SWOT analysis
Strengths
It comprises clear brand image, private labels,
innovations, diversity and multi channel
presence which is beneficial for M&S.
Weaknesses
Inability to penetrate successfully in foreign
market, lack of customers satisfaction and
ineffective supply chain scalability.
Opportunities
Emergence of digitization and opportunity to
build partnership, etc is helpful in increasing
revenue of the company.
Threats
Competition in the industry has increased
which is highly affecting processing of firm.
There are few strengths of company as mentioned which can allow to meet the
opportunities in effective manner. In order to become success, it is important for the company to
eliminate lacking areas specified above so that greater ability to handle threats to obtain strong
position can become possible.
Comparative analysis:
Particulars Marks and Spencer
Products It sold variety of products such as food, clothing, furniture, home products etc.
Prices Its follows the competitive pricing strategy as all the prices of the product are
made in accordance with competitors (Zhang and Watson , 2020)
Promotion It is focused more on promoting through social media and digital accounts.
Thus, while comparing to other companies it can be said that marks and spencer needs to
devise various policies that will allow in competing with other big competitors in smooth
manner. Also, it needs to keep in mind by marks and spencer that the same products, pricing
strategy and promotional tools etc. cannot be applied in all markets. Hence at this stage of

growth it should conduct systematic research that would help in covering the rest of the markets
in most efficient manner and generate maximum revenues for the same.
STP analysis
It is one of the significant processing which is helpful in having in gaining proper evaluation of
practices in turn better insight to target market can become possible (Segmentation, Targeting
and Positioning (STP) Model, 2021).
Segmentation
It is exerted on the basis of demographic, behavioral, psycho graphic and geographic.
M&S is one of the international organization that focuses on having proper segmentation on the
basis of behavioural basis. It has objective of attracting health conscious people who want to be
healthy by consuming organic products.
Targeting
It is analysing size and potential of each customer group which is focusing on health and
cost conscious people.
Positioning
It is marketing action which is concerned with creation of value preposition that helps in
explaining how requirements will be met. It positions on the basis of quality factors so that
higher ability attract customer can become possible (Kotler and et.al. , 2021)
Marketing mix :
Product: Organic packed food product that would be available in all its outlets and on its
website.
Prices: It would be kept little higher but not expensive other than the competitors' so that large
customers could be attracted.
Place: Product would be available more at offline stores but also made available at online
channels later so that best customer experience could be given.
Promotion: Store, online and offline promotions would be done through various campaigns,
events and organizing promotional events that would distribute sample to create more awareness
and build brand image.
Budget:
Expenses Amount in pounds
Administration expenses 10000

Employees salary 20000
Marketing and selling expense 50000
Market analysis expenses 30000
Technical device application 25000
Security evaluation expenses 45000
Monitoring performance 30000
Utility bills 25000
Supervisory expense 30000
Total expenses 265000
Controlling and monitoring:
The success of the organic food products would be identified through developing various
KPI (key performance indicators) and benchmark that would help the firm in evaluating how the
firm has performed over certain time period (Jacobson , Gruzd and Hernández-García , 2020).
Further, through using sales metrics the firm would able to know many revenues are been
generated and also certain corrective actions could also be taken on time if required through
various feedback and reviews.
CONCLUSION.
From the above report it can be concluded that marketing plays an important role in
assisting the management for achieving various organizational goals in specific time. Further,
the report had analysed the marketing process that is followed by every firm in achieving
strategic objectives. Also, the study had identified the role and responsibilities that are followed
by the marketing manager of Marks and Spencer. Moreover, the marketing influence on other
functional departments within the quoted firm had also been investigated in detail. Also, the role
of marketing department in Marks and Spencer had also been identified. Furthermore,
comparison of Tesco with marks and Spencer on the basis of marketing mix has also been
analysed under this report. Lastly, an effective marketing plan for launch of organic packed food
in the product line had also been discussed.

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Online
Segmentation, Targeting and Positioning (STP) Model. 2021. [Online]. Available through:
<https://www.mindtools.com/pages/article/stp-model.htm.>