Marketing Management

RUNNING HEAD: MARKETING MANAGEMENT
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Marketing Management
Report
Student Name
3/31/2019

Marketing Management
1
Executive Summary
Marketing is a broader concept and not only limited to selling and producing the product in the
market but it includes businesses to be market-oriented and focus on key requirements and needs
of the customers and then fulfilling it by offering them different products. In this report, to
understand the marketing concepts and philosophies its implication is practically done on Marks
& Spencer. The company is facing many challenges in the current scenario. This report
highlights the main challenges faced by the company in the current UK retail industry. For that
understanding, different concepts and applications of marketing approaches are used such as a
holistic concept that include relationship marketing and integrated marketing concept. Further,
the report gives insight about the environment analysis using Porter's five force model in M&S
clothing portfolio.
With environment analysis, the challenges faced by the company are highlighted and
opportunities that are available for M&S in the market are identified. To overcome these
challenges report provides the recommendations and strategies that can be used by the company
to again gain the market and to improve its profitability and sales. Moreover, in the end, a
marketing plan is given keeping in mind the changes that the company has to apply and followed
with a brief conclusion.

Marketing Management
2
Table of Contents
Introduction......................................................................................................................................3
Marketing Concepts and Philosophies.............................................................................................4
Environment Analysis.....................................................................................................................6
Porter’s Five Forces Model for M&S..........................................................................................6
Challenges and Opportunities......................................................................................................9
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

Marketing Management
3
Introduction
Marketing Management is an art of selecting the customers, delivering them value and makes
them satisfied by providing the valuable products and services. Role of marketing manager is
expanding in today’s scenario; marketing managers have to manage the activities related to
planning, research and implementation of marketing plan. Marketing is a broader concept which
includes not only selling of goods but also identifying needs and wants of customers and
satisfying them. Concept and philosophies of marketing will be best understood by practically
applying it in Marks & Spencer.
Mark & Spencer is a retailer which deals in clothing, home accessories, food products and
furniture. M&S is London based company founded by Michael Marks and Thomas Spencer in
1884. Currently the company has approximately 980 stores in UK out of that 600 outlets are of
its food product line (M&S, 2019). The company has presence in the international market and
sells its product via outlets that are well structured. M&S targeted upper and middle class section
of the society by offering products at value for money with more choices and wider product
portfolio with higher quality products.
M&S is facing a drop in its sales and profits due to various marketing issues and competition.
M&S managers planned to shut there 100 stores by 2022 because of falling sales and customer
footfall in stores (Wood, 2018). The leading retailer Marks & Spencer is in trouble situation due
to stiff competition from online retailers and because of its poor marketing strategy. Nowadays
companies shifted their focus on digital marketing or social media platform and spend a major
portion in advertising and product development which only leads to survival of the firms.
Considering all this reason and outcomes market analysis and environment analysis of M&S is
carried and accordingly some futures strategies and suggestions will be drawn.