CERTIFICATION OF AUTHORSHIP I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and fully disclosed in this assignment/paper/examination. I have also cited any sources (footnotes or endnotes) from which I used data, ideas, theories, or words, whether quoted directly or paraphrased. I further acknowledge that this written work has been prepared by myself specifically for this course.
Table of Contents .........................................................................................................................................................1 CERTIFICATION OF AUTHORSHIP..........................................................................................2 INTRODUCTION...........................................................................................................................1 Unit 1 :The Elements of Marketing........................................................................................1 Unit 2: The Marketing Mix & Impact of Internet..................................................................2 Unit 3 :Branding and Promotion............................................................................................3 Unit 4 :Budgeting + Metrics...................................................................................................4 Brand.....................................................................................................................................4 Identifying the way brand is promoted...................................................................................4 Analysing the techniques through which brands be globalised..............................................4 Budgeting + Metrics...............................................................................................................4 Price setters with price takes.................................................................................................5 Unit 5: Service and its management.......................................................................................5 Unit 6: Service and its management.......................................................................................5 Unit 7: Sustainable Marketing Fundamentals: 3BL + The Stakeholders Analysis................6 REFERENCES................................................................................................................................7
INTRODUCTION Marketingmanagementis defined as the utilisation of business resources in order to achievedesiredobjectives.Itincludesseveralactivitiessuchasplanning,organising, implementing and controlling business operations designed to alter target audiences for the intention of personal and mutual gain. Effective marketing management assist can assist businesses in increasing their customer base. It also includes the formulating marketing strategies which is designed with the intention to achieving marketing objectives. Present report is based on analysis Marks and Spencerwhich is British supermarket chain, having its business operations across 100 countries. It is headquartered in city of Westminster London. It specialisesin the selling of clothing, home productsand luxury food products. It is found Micheal marks and Thomas Spencer in the 1884. Scope of operation is to maximize profitability and providing products to meet the requirement of customers and sustaining its international retail position.The marketing planfor company have been formulatedanddeterminedinthisreport.Thepurposeofthereportistodevelopthe understanding about the elements of marketing in context of Marks and Spencer. Unit 1 :The Elements of Marketing Marks and Spencer is recognised as a multinational British corporation operating in the retail industry in United kingdom. Business entityspecialises in the selling ofclothes, food items and home products.An organisation has nearly 1000 storesacross the United Kingdom which support an enterprise in delivering products or services to a wide number of customers. Marketing concept is defined as the philosophy by which an organisation should analyse the needs of their customers and then make decisions to satisfy those needs. It can also be recognised as the strategy which is executed by an enterprise to satisfy customer’s needs, increase sales, maximize profit and to gain competitive advantage. Differentiation, competitive advantage Differentiation, is defined as the act of developing new products or services with the motiveofdifferentiatingbrandfromthatofcompetitor(JaramilloandSpector,2015). Differentiation strategy can be applied by Marks and Spencer for the purpose of providing the suitable response to the competition but it involves high risk and investment as compared to other marketing strategies. This strategy has assisted the business to gain competitive advantage in the market. As production of innovative products has helped an enterprise in attracting more 1
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number of customers. It also helps an organisation in increasing uniqueness (Alonso-Dos-Santos and Ko, 2018). A competitive advantage is defined as the benefit which is gained by Marks and Spencers over competitors. The several opportunities can be generated by an enterprise by delivering the high value proposition to customers at reasonable price. Differentiation strategy is considered to be as the generic strategy will help an organisation in accomplishing market objectives. Unit 2: The Marketing Mix & Impact of Internet In industrial marketing, there are buyers as well as sellers of the product of industrial products such as capital, machinery, land etc. Industrial marketing is recognised as a distribution channel which specialises in selling products and services to other companies in an industry. It also involves bulk order.In this context, M&S has also creates its relationship with small scale retailers and suppliers in other countries. They usually provide their products to small retailer in similar industry which helps in increasing sales and brand recognition in market. It also helps in providing easy accessibility to customers. Consumer tends to buy products of those brands which have wide recognition in market. In order to provide easy accessibility to consumers company can improve its channel of distribution across countries to provide conveneince to target customers(Bahadir, Bharadwaj and Srivastava, 2015). Marks & Spencer have focused their business activities into developing new products in the market of United Kingdom by offerings different goods and services. Marks and Spencer has developed new products which has helped the firm in attracting more customers. An innovation plan has helped Marks and Spencer in differentiating its products and services from that of competitor. Marks and Spencer has brought major improvements in production procedures. Industrial marketing provide support in analysing current trends and requirements of customerstowards retail products and services.It enables M&Sto improve their existingand develop new products to meet the requirements of customers (Barrett and Weinstein, 2015). However, analysis provideunderstanding that M&S make efforts to adopt differentiate its products and servicesin market through innovation whichhelps in beingout of competition. Company has provided focus on differentiation but italso create major challengesfor 2
organisationtosustainitsbusinessoperationsandgainingcompetitiveadvantageon competitors. Unit 3 :Branding and Promotion There are 4 ps in marketing mix these are: Product:Marks and Spencer company offers wide range as well as variety of products or services to customersofM&S including offers likeFood hall, Home stores, Outlet stores, M&S Simply Food.Meanwhile, M&S's clothing division had an 11% market share in the UK. Business entity offers goods as well as services to all customer segment. In addition to accessories as well as clothing the firm also offers food products as M&S Food hall. An organisation mainly sells its in domestic brand rather than other global brands. Price:It implies to strategies adopted by organisation to influence customers to buy products and service. Usually customersseeks to buy quality products at low prices princes.In order to regain the market share and influencing customers,M&S can penetration pricing policyin which they provide their products at low price in comparison with competitors for specific duration to influence customers. It helps them to gain competitive advantage and increase in sales revenues. Place:Marks and Spencer company is recognised as global brand, which has many stores located in different places. The organisation also has it websites which has enables the enterprise to reach numerous customers. Use of the internet has allowed the enterprise to communicatedirectlywithclient.Forimprovement,companycanenhanceits distribution channels across countriesso that it products can easily accessible to customers. Promotion:Marks and Spencer have decided to align its advertisement campaign with digitalmarketing.Theyaredeliveringacommonmessageonallmediumof communications. Utilisation of internet has provided firms a chance to provide additional facilities to clients,such as: customers can find blogs and fashion tips on Marks and Spencer website (De Mooij, 2013). 3
Unit 4 :Budgeting + Metrics Brand Brand is considered to be as a symbol, unique design imposed by manufacturing enterprise on products. It helps business entities in differentiating their product from that of competitor’s. It helps consumers to differentiate products of companiesin market. It isunique identity for organisation which creates competitive advantage and provide major recognition to organisation among customers acrossthe countries.M&S have created their unique brandto gain recognition and attraction consumers. Identifying the way brand is promoted Marks and Spencer can promote its brand at domestic as well as global level by using the social media sites, as this strategy will assist it in reaching to a wide number of customers. In addition to these a firm can also promote brand by organising marketing campaign and taking the supports of other advertising media. Analysing the techniques through which brands be globalised There are several strategies which can be used by the marketing manager of Marks and Spencer in order to build the brand which are: Positioning of the brand -It is very much important for the marketing manager to develop the understanding of the market as well as competition in an enterprise before positioning a brand. Appropriate brand positioning in retail sector has provided support to M&S in sustaining its business operations.High sales and growth has been attained by M&S due to positioning of business at international levels. Think broadly- It is very much important for an organization to expand into offering new products based on regional market demand. The marketing manager should ensure that brand name is broad enough to accommodate those changes. Appropriate strategies should be created by brand to sustain its position in market.For example: M&S has created partnerships with organisation in overseas nations to increase their market and dependency. How globalization has expanded business operations to meet requirement of customers. Budgeting + Metrics Pricing 4
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Pricing is defined as the procedure where the manager in an enterprise determines asset as well the prices for their products or services. It is usually based on the organization average costs, and on the customer's perceived value of the trade good. Marginal and full costing. Contribution analysis. Marginal accounting is a process of identification, measurement , analysis, interpretation and communicating information to manager for the pursuit of an organisation's objectives (Kubacki and et.al., 2015). Contribution analysis is step by step approach which is designed by manager to assessabout the contribution a programhas made to some particular goal.It also analyses the effect of internal and external factors in the contribution. It also estimates the direct variable costs and selling price of a range of products. Price setters with price takes. Price setter is recognised as a company or a person who has the power to set the prices for the goods or services. On the other hand, price takers. is a company that must accept prevailing market prices for its products. These people or companies has no control over price of product or services. Unit 5: Service and its management M&S is widely recognised brand and it selling high quality productswhichare only affordable by people of high income group.In past several years, company has adopted skimming price strategy in which they have set a relatively high initial pricefor a product opr service at first and then lowers the price over time. However, to improve the condition of sales in market company can adopt penetration policy where they can set low of price of product to rapidly reach a wide fraction of marketand wide publicity. It helps in attaining high sales and can increase their profitability. Unit 6: Service and its management Experimental marketing strategy is adopted by an organisation in order to analyse the reaction of customer towards the launch of new product in the market. Such type of marketing strategy adopted by an enterprise intends to involve consumers and invites as well as influence them to participate in the evolution of a brand. Service and its management 5
The objective of service management is to deliver high level of satisfaction to customers and maximise service supply chain. Service and its management helps an organisation in gaining the client loyalty and influencing people to buy more products or services. This type of management includes all the activities which are conducted by an organisation in order to provide memorable experience to customers (Wright, 2016). The purpose of high performance service management is to optimize the service-intensive supply chains,.It also helps firm in increasing salesand profitability.M&S has created partnerships with organisation in overseas nations to increase their market and dependency.How globalization has expanded business operations to meet requirement of customers.. Unit 7: Sustainable Marketing Fundamentals: 3BL + The Stakeholders Analysis Stakeholder analysisis considered to be as an effective tool which assist manager in analysis as well as integrating the perspective of different stakeholders about the sustainability as well as success of an enterprise. Stakeholder analysis is a framework which consist of six-point star rating scheme which assist manager in determining the level of satisfaction gained by internal as well as external stakeholder in context of social, economic as well as environmental criterion. This model assists management in making suitable decisions. CONCLUSION From the above report, it is concluded that marketing management is an important part of business operations on which M&S needs to emphasize for sustaining its position in competitive business environmental.Assignment has also concluded that Marketing mix is the important part of promotional plan without which firm cannot achieved desired objectives. It has also been concluded that service management is very important in terms of providing their high level of satisfaction to client and gaining their loyalty. Study has highlighted the strategies which can be used by marketing manager in Marks and Spencer for promoting goods, services and brands. It has also provided the detail about the several techniques which can be utilised by management for analysing the perceptive of different stakeholders. 6
REFERENCES Books and Journal Alonso-Dos-Santos, M., and Ko, Y.J., 2018.Engagementinsportsvirtualbrand communities.Journal of Business Research. Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies.46(5). pp.596-619. Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies.46(5). pp.596-619. Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and business performance. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing. De Mooij, M., 2013.Global Marketing and Advertising: Understanding Cultural Paradoxes: Understanding Cultural Paradoxes. Sage Publications. Jaramillo, F. and Spector, P.E., 2015. Sunk Cost Effect, Escalation of Commitment and the Principle of Fungibility: Consumers’ Reactions to Membership Cards. InCreating and Delivering Value in Marketing. Springer International Publishing. Kubacki, K. and et.al., 2015. A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014).Young Consumers.16(2). pp.141-158. Pavlou, P. A. and Stewart, D. W., 2015. Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. InNew Meanings for Marketing in a New Millennium. Springer International Publishing. Pels, J., 2015. Actors’ Exchange Paradigms and Their Impact on the Choice of Marketing Models. InProceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing. 7
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Wright, M. J., 2016. Predicting what? The strengths and limitations of a test of persuasive advertising principles.European Journal of Marketing.50(1/2). pp.312-316. 8