Introduction to Marketing for Marks and Spencer

This report covers various aspects of marketing for Marks and Spencer including market audit, marketing segmentation, market research, digital marketing, international marketing, Ansoff matrix, BCG matrix, customer behaviour and recommendations.

Introduction to
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
MARKET AUDIT......................................................................................................................4
MARKETING SEGMENTATION............................................................................................4
MARKET RESEARCH..............................................................................................................5
DIGITAL MARKETING............................................................................................................6
INTERNATIONAL MARKETING...........................................................................................7
MARKETING ENVIRONMENT..............................................................................................7
ANSOFF MATRIX.....................................................................................................................8
BCG MATRIX............................................................................................................................9
COSTUMER BEHAVIOUR .....................................................................................................9
RECOMMENDATIONS..........................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the very basic element for any organisation to grow and develop in an
industry. Marketing is simply the activities that are undertaken with the motive of buying aand
better selling of a product or a service. Marketing is the most important activity that shows,
advertises and promotes the goods and services of a company in the best and greatest possible
manner in the market or all around the globe(Chiu and Lin, 2019). There are various concepts
involved with marketing. There are four different Ps involved with marketing and these are
product, pricing, promotions and at lasr place. These four Ps play an important part in profits for
organisation and these are called as marketing mix. In this report various important aspects
related with marketing of Marks and Spencer are acknowledged.

TASK
MARKET AUDIT
Marketing audit is simply an evaluation and assessment of all marketing environmental
activities that are carried out in a business. Audit includes assessment of each and every thing
that is policies, theories, techniques, strategies and other pre described targets to outcomes to all
specified marketing activities of an organisation (Cornwell and Kwon, 2020). Three important
elements of marketing audit are market position, opportunities and threats to an organisation. As
for marketing audit, Marks and Spencer analyses both internal and external environment and the
factors affecting them. All opportunities and threats from external environment are taken care of.
Presently the external environment is analysed, all the different political, social,
technological changes are identified and planning is always done for future to cope up with all
these changes. PESTLE and SWOT analysis are undertaken for evaluating the performance of its
external environment and factors affecting them. internal factors are also evaluated for internal
performance and for further assessment. Marks and Spencer show permit for free flowing of
trade among other countries of its products. These trades should be done by undertaking all
foreign trade regulations and should try to take over the competition from market. Marks and
Spencer should try to get them specialised in providing better costumer services for future
growth. each and every aspect is calculated and evaluated in marketing audits of Marks and
Spencer from customers, to market, to internal affairs to everything related to it (Daellenbach,
Parkinson and Krisjanous, 2018). Marks and Spencer needs to shift operating for more fashionable
and great qualitative products in market.
MARKETING SEGMENTATION
Market segmentation can be known as those strategies and procedures used for dividing market
of potential customers into different groups, segments or sections that are based on specific
characteristics and features. By conducting market segmentation by the company, it is easily
able to identify their target audience which help them in developing products and services
according to their needs and wants, demands, tastes and preferences. There are different types of
market segmentation that an organisation has to use for segmenting and they are such as
geographic, demographic Segmentation, behavioural segmentation and many more are present in

market. In respect of Marks and Spencer as they are operating and working at global and world
level. According to which they have to conduct their market segments on different basis. Out of
all, their important two segments of Marks and Spencer are given below:- Demographic segmentation: It is defined as market segmentation that is based on several
variables. Such as gender, income, age, educational qualification, religion, socio
economic status, family, friends and relatives and many more (Dawes, 2018). In respect of
Marks and Spencer, they conduct their market segmentation of the basis of gender, age
group and other factors, then accordingly they develop their products and services in each
and every country differing from one another. They also have different sections of
offering such as clothing, beauty, home, furniture, food, flower and so on to all sections
of its customers.
 Psycho graphic segmentation: This segmentation is used for the marketing research as a
variety of market segmentation, according to which customers are divided into different
groups based on psycho graphic segmentation. This will include factors like belief,
lifestyle, interest, value, attitude, motivations, priorities and many more that are involved
with self beliefs in a single person. In respect of Marks and Spencer, they also conduct
market segmentation and they offer stylish, creative and attractive clothing option
according to lifestyle of targeted audiences.
MARKET RESEARCH
All organisations and business uses marketing tools, strategies and techniques and principles that
helps business operations in growth and development with right direction and motive to
promotes and advertises organisational products and services in market place. Market research is
even considered as systematic efforts of gathering information or data related to target customers
and all other significant information about the market along with the company(Deepak and
Jeyakumar, 2019). In order to conduct market research Marks and Spencer should adopt four P's as
that will help them in gathering information about the market and will lead to more profits, along
with effective as well as appropriate manner for it. Explanation of four P's in respect of Marks
and Spencer are given below in the following points :-

 Product: It is the main thing that is produced and provided in market. It is that element
and factor which a company offers to its customers that are targeted in order to fulfil their
need, demand and requirement. In respect of Marks and Spencer they provide a great
variety and a wide range of clothing, home décor, accessories, footwear, beauty and food
products for men, women and kids in market. Price: It is value of products or services for money that is decided by an enterprise. For a
company it is essential to set price or a definite value of the products or services on basis
of their quality and quantity(Donthu, et. al. 2021). Marks and Spencer should adopt dynamic
pricing policy as well as at the time of off season, festive and season they offer products
at discounted pricing for gaining more customers and even for retention of old customers. Place: This is considered as yet another important factor which shows location from
which customers can purchase particular products and services of a company. It can be
from various different places and localities. It can be from a high street, e-commerce or
online shop, mail order, shopping mall and many others. In respect of Marks and
Spencer, they operate in international market.
 Promotion: This factor includes all activities that related to advertising, sales, promotion,
personal selling and other related activities to an organisation. With this activity, an
enterprise is able to aware potential customers about their products and services in
effective as well as successful manner along with other product details. In context of
Marks and Spencer they adopt various different promoting channels. Promotional
activities are done in various forms as such placing ads in newspaper, magazines,
television, radio, social media, billboards, hoardings and many more other promotional
activities.
DIGITAL MARKETING
Digital marketing is a tool or a strategy by which we can be use it for the companies and
business entities in order to encourage and motivate all the customers to buy their goods and
avail their services from the competitive market and help the organisation in growing(Dunakhe and
Panse, 2021). Aside from this, it helps in driving the business towards growth and development
and accomplishment of some targets that are already described by expanding its deals and
creating high incomes for organisation. Marks and Spencer has launched its digital first

campaign that is used for celebrating and sharing with its customers the Must Have wardrobe
essentials for the upcoming season for all its customers at all levels that is domestic and at global
level. must haves will be launched with all its high impact over all customers and that too with
the use of all different and multiple channels of distribution and digital networking. Marks and
Spencer will be and even it is using all its digital channels of networking and these will be used
to achieve clothing and home business to increase its online sales and even for growing
customers share as of moms and dads.
INTERNATIONAL MARKETING
International marketing is considered as the techniques and strategies and other
procedures of using principles at global or international level for accomplishment of all needs
and individual requirements from various parts of the world available on global level. It
represents that global marketing is concentrated and just focuses on expansion of firm's strategies
and practices of marketing to formulate decisions into global context (Hanson and Kalyanam, 2020).
The concept of international marketing is related with the performance of business activities and
operations which are designed and made for promoting and flowing of goods and services
offered by the company at international level. Marks and Spencer focuses on maximising online
opportunities with the help of digital marketing and set up itself for delivering to its customers at
international level. marks and Spencer have launched 46 flagship websites and too all in new
markets for more expansion in about to reach over hundred countries for its international focus
and capturing in global market and even has modernised its international operations in its
different fields in local and global market.
MARKETING ENVIRONMENT
Marketing environment is basically all internal and external factors of an organisation
that will directly or indirectly influences and affects working and operating and functioning of
organisational decisions and choices that are related to marketing activities(Kumar, et. al. 2018).
internal factors are those that are all within the control and functioning of an organisation,
whereas external factors are all those factors that an enterprise cannot control. The main five
marketing environment external factors are political, economic, competitive, technological,
social and cultural environment. marks and Spencer uses eco friendly and even recyclable

materials in their products. Even Marks and Spencer has set up a science based targeting thing
for reduction of green house emissions that are often generated and produced from the operations
and working of it. It is consistently growing and developing and is always changing its patterns
to capture more market(Kupec, 2018). It can control factors like quality, quantity, all its
administration and operating activities. marks and Spencer cannot control various political,
social, environment and many other external factors.
ANSOFF MATRIX
The Ansoff matrix is considered as key approach in marketing management which is
used and applied by many companies to gain effective growth at the marketplace. In the recent
times all major companies in the international and national marketplace focus on the application
of Ansoff matrix to lead the competition. Application of Ansoff matrix also helps Mark and
Spencer company to gain growth and expansion at the marketplace(Martins, 2020). The Ansoff
matrix is also known as product/market grip which helps Marks and Spencer to plan and analyse
strategies for further growth. The Ansoff matrix and its application for Marks and Spencer is
mentioned below:
 Penetration of market- This is a key approach in marketing management which helps
Marks and Spencer to gain desired success. In the market penetration, the company put
emphasis on increasing sales of current products in the existing market.
 The development of product- The second element of Ansoff matrix is product
development which includes focus on introduction of a new product. The product is
created and introduced in the current marketplace for increasing the sales figures,
 Market development- This is the major strategic and planning framework which will help
Marks and Spencer to increase its approach. In this technique or element the organisation
will focus on increasing a new product and its development in the existing marketplace.
 The diversification- The diversification is the most important part of Ansoff matrix which
helps in entering a new market with the introduction of new products. The products are
new and customers are supplied by new products in this marketplace.

BCG MATRIX
This is an universally adopted model in the field of marketing management which is
helpful in increasing sales turnover of the company. The BCG matrix helps a company to
increase market share and overall revenue of the firm(Pandey, Nayal and Rathore, 2020). All major
companies in the global and domestic marketplace focus on application of BCG matrix to gain
competitive growth. Application of BCG matrix for Marks and Spencer is mentioned below:
1. Cows- These are the products which have low growth and high share in the marketplace
of a company. It is essential for the company to focus on increasing the growth of these
types of products in order to increase the market stability.
2. Star products- The star products of a company have high growth and high share at the
marketplace. These products are helpful in increasing the competitive strength of the
company as well as increase the market coverage area.
3. Question mark products- The question mark products of a company are related to high
growth with low market share. In order to increase the potential of marketplace, it is
necessary for a company to focus on increase share of these products.
4. Pet products- The pet products of a company are products which have low share and low
growth in the marketplace. In order to increase the efficiency and effectiveness of these
products, it is essential for the company to put emphasis on development of different
strategies.
COSTUMER BEHAVIOUR
The consumer behaviour have been defined as the study of how the consumers or a
business choose, buy, utilise and dispose the concepts and services which assist in satisfying the
desires and the needs of the customers. It basically focus on the behaviour of the customers
which are presented in the market and specifying motives for the behaviour they have
undertaken(Raju. and Dhandayudam, 2018). Customer Behaviour is the study of an individual as well
as an organisation and the process in which they choose and use products and services of the
company. This concept consists of the psychological processes that customer-base go through in
identifying the needs and wants of the market share along with identification of the ways in order
to fulfil those needs and developing buying decisions regarding purchasing a product or a
service. The study of consumer behaviour presumes that the target-market are the real actors

within the market place(Torquati, et. al. 2018). The perspective of the role theory also presumes that
customers play a wide number of functions within the market. In context to Marks and Spencer,
beginning from provider of information, from the user to payer and to disposer, customer-base
play such roles in the process of decision-making.
There are a large number of factors that have impact on the process of consumer
behaviour and some of these factors include marketing factors, psychological factors, personal
factors, social factors, situational factors and cultural factors. Marketing factors like designing,
pricing, promotion, packaging, distribution and positioning of the products have a great influence
on consumer behaviour process. Personal factors include gender, education, age and income
level while psychological factors include perception of products as well as attitudes towards
product and buying motives comes which are having high impact on consumer behaviour
process. Physical surroundings at time of purchasing, time factor and social surroundings are all
situational factors while social status, family and reference groups comes under social factors.
There are some cultural factors also and these include social class, religion, etc. that are having
great influence on consumer behaviour.
The marketing manager within Marks and Spencer should consider all these factors that
are impact the behaviour of customer towards buying of goods and services. The process of
consumer behaviour involves different stages and these stages are problem identification,
information search, alternative evaluation, purchase decision and post-buying behaviour. The
study of customer behaviour impacts the manufacturing policies of the organisation and it helps
marketing manager of Marks and Spencer in planning and developing products of company as
per needs and preference of customers(Wang, 2020). This study also provide assistance to the
respective organisation in setting the price of its products such as clothings, food products and
many more within the market. The market share of the company prefers optimal solution
combine with the policies of production.
RECOMMENDATIONS
From above discussions of the report, it is recommended to the managers of the Marks and
Spencer that they should more concentrate on the promotional activities of the company for the
purpose of achieving success and growth of the business within the market place(Yaqoob and Omer,

2021). This will help the respective organisation in enhancing the awareness regarding its
products as well as related services to the market share.
 By generating awareness among the customers, it will give knowledge to target-audience
about the new features and benefits of their goods such as clothing, food products, etc.
 It is also recommended to the administrator of Marks and Spencer that it should build an
effective strategy within the market place that provide assistance to them to overcome of
the competition.
 This is very crucial for the supervisors of the company to keep the process and decision-
making as well as development of strategy confidential as it gets copied by the rivalries
of the organisation which will not be beneficial for it.
 The managers of Marks and Spencer are also recommended to adopt and try to have
advance technology within the organisation that will facilitate them in improving the
overall productivity and efficiency of the business. It will also help the management of
organisation in reducing cost along with the cost of products and overall business which
will assist in overcoming.
 Marks and Spencer can come up with new products and services for their customers
along with new changes as ethnics or traditional wear.

CONCLUSION
From the above report it can be concluded that marketing has an important role to play for an
business organisation. There are various processes and parts and roles that marketing signifies
and does in the growth and development of an enterprise. This report is described with various
different marketing roles likes marketing audit, digital marketing, marketing segmentation,
market research, marketing environment for Marks and Spencer, international marketing for
Marks and Spencer. Ansoff Matrix and BCG Matrix is also discussed within this report. Along
with all these, costumer behaviour and various recommendations are also discussed within this
report.

REFERENCES
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