Introduction to Marketing for Marks and Spencer

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