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

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.