Marketing Fundamentals Analysis and Evaluation for Desklib

2 Marketing
Fundamentals Analysis
and Evaluation

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing concept ......................................................................................................................3
SWOT analysis ...........................................................................................................................3
STP analysis ...............................................................................................................................5
PESTLE Analysis .......................................................................................................................7
Marketing mix ............................................................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as the activity, set of institutions and processes for creating ,
communicating, delivering and exchange of the products or services that have value for the
customers, partners, clients and society. Marketing research is the function which links
consumer, customer and public to the marketer through information. This included advertising ,
communicating, selling and delivering products to its customers and other businesses The
professionals who work in a corporate marketing and the promotional departments of the
organisation to seek the attention of the audiences through advertising, promotions. Marks and
Spencer is the major British multinational retailer company. It is specialised in retailing of the
clothing, home products and food products. The company is headquartered in London, England.
The business organisation was founded by Michael Marks and Thomas Spencer in 1884. the
company currently has 959 stores across the United Kingdom. The in year 1998, the business
organisation became the first British retailer to make a pre tax profit(Kumar, and et.al., 2020).
This report will include the various topics such as the marketing concept, SWOT analysis,
Segmentation targeting and positioning, PESTLE analysis and at last marketing mix in relation
to the impact of coronavirus and the pandemic and the internal and external analysis of the
business organisation.
TASK
Marketing concept
It is a process of getting the right products or services or ideas to the right people at the
right place and at the right time. It is very important for the business organisations to market their
product so that the people are aware about the product in the market. Its also involves identifying
of the potential customers and their needs and wants. The marketing concept is based on the
“RIGHT“ principle. In involves the use of the various identified data to focus on the needs and
desires of the customers. Marks and Spencer chooses its marketing strategy very carefully so as
to align its advertisement campaign with digital marketing and in store strategy. M&S
emphasizes to provide a common message on all medium of communications. Marks & Spencer
uses print media, TV ads, mobile ads and other social media campaign(Pedersen, Ellegaard, and
Kragh, 2020).

SWOT analysis
It is a strategic planning and strategic management technique or the tool used by the
various business organisations to identify the strength, weakness, opportunity and threat for the
business. By adopting this model the company can identify the competition in the market and it
can adopt the strategies in order to cope up with the weakness(Dehdashti Shahrokh, Nategh, and
Ehsani, 2017).This tool is used in the preliminary stages of the decision making processes and
also used for the evaluation of the strategic position of the company in the market. Here is the
analysis in context of Marks and Spencer :
Strengths Weaknesses
 The company position itself as a high
end value products which targets the
premium segments of the customers.
The products sold by the company in
the clothing are modern, stylish and
sophisticated.
 The company sells the premium brands
in its stores such as Louis Vuitton,
Vero Moda and Versace. Apart from
these brands the company has its own
labelled products. This have made the
company successful in making its
customer satisfied with its own brand
name products.
 The one of the biggest weakness of the
company is its poor supply chain
management. As the company is trying
to improve global access to their
merchandise through online stores but
the company is unable to scale up their
supply chain to deliver to all the
locations.
 The customers of the Marks and
Spencer exhibits in the low satisfaction
because of its return policy has many
issues which has resulted in the poor
brand loyalty and increased brand
switching of the customers.
Opportunities Threats
 As fashion retailing is considered as an
involving business. It is found that
there is a huge demand of the ethnic
 There are several competitors of Marks
and Spencer such as Uniqlo, Gap, Zara