Marketing Management Report

This report analyzes the marketing strategies of Marks and Spencer, a leading British multinational retailer. It examines the company's situational analysis, SWOT analysis, competitor analysis, and marketing plan. The report also includes recommendations for improving M&S's marketing efforts.

Marketing Management

Executive Summary
Marketing is process which includes functions of organization to create, communicate
and deliver value to clients by building and manage relationship with them. Management
responsibility is to advertise and promote information to people about products and services.
Market research, survey and feedback are various techniques which help top personnel to have
information about preferences, choices and needs of consumers. This help superior to implement
appropriate technologies and equipments in system to provide different variety of products to
attract large number of people and satisfy customers. Internal and external analysis are executed
by manager to have accurate information about market and system. With help of SWOT,
marketing plan is constructed by superior to provide information to members and other parties
which have connection with firm. This benefit firms to establish competitive advantage in
respect to rival brands to maintain its positions and reputation in market.

Table of Contents
INTRODUCTION...........................................................................................................................1
a. Overview of organization........................................................................................................1
b. Overview of product of choice................................................................................................1
TASK...............................................................................................................................................2
a. Situational Analysis ................................................................................................................2
b. SWOT Analysis......................................................................................................................6
c. Competitor Analysis................................................................................................................6
d. Marketing Plan and Recommendations..................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is activity conduct by management to formulate strategies, create message and
communicate information to people about products and services. It is essential that each and
every organization construct and maintain relations with customers to benefit stakeholders and
system. Along this, superior asses, review and track requirements and demands of consumers to
deliver variety and different range of items and services in market (Malhotra and Peterson,
2014). Present information is based on Marks and Spencer Group Plc is retail store which has
outlets in United Kingdom and various other countries. Company offer different variety of food
items, beauty products, clothes, flowers and gifts. This assignment specifies situational analysis,
SWOT, competitor analysis which is executed by manager. This help superior to have complete
information about conditions prevailing in market and system abilities. Thus, administration
design marketing plan to design system and direct members to function effectively.
a. Overview of organization
Marks and Spencer Group Plc is British multinational retail store which has headquarter
in London, United Kingdom. Organisation offers different variety and range of clothes, home
and food products. It is a famous firm in United Kingdom where around 1000 stores are
established in which 615 sell food items. Along this, company is conducting operations
worldwide and have branches in different nations which help executive to have large market
reach and customer base. This benefits management to incur approx £115 million net income
from business.
b. Overview of product of choice
Marks and Spencer is popular brand in clothes, as it provides different variety of apparels
for both men, women and kids. Company prime goal is to provide quality products to customers,
for which management timely asses market trends to make changes in system accordingly.
Management offer wide selection clothing that is occasion dresses, staple jeans, stylish suits,
classic and casual pieces. This help firm to satisfy customers and construct loyal buyers to
enhance sales and revenue (Foxall, 2014).
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TASK
a. Situational Analysis
Situational Analysis is define as tools that are used by management to asses internal and
external environment of organisation. This help firm to analyse abilities of system, demands and
requirements of buyers and business environment. This tactic provides support to administration
to formulate adequate marketing plan to direct members and construct long term relations with
buyers. It is essential that top personnel of Marks and Spencer have accurate and complete
information about conditions prevailing in market and organisation's capabilities. 5C's analysis
is technique used by superior to analyse firm, rival brands and people to implement appropriate
tools and technologies in system to execute business operations effectively (Goworek,
McGoldrick and McGoldrick, 2015).
5C's Analysis: This is efficient tactic which helps management to have sufficient
information about internal, macro and micro environmental factors. These tactics provides
support to superior to make changes in system to sustain its position in market. Along this,
opportunities and problems are identified by to execute business activities in accordingly
(Situation Analysis 5C, 2016).
Company: Management conduct examination of organisation to acknowledge strengths
and weaknesses in respect to objectives, strategies and abilities of system. This help executive to
identify improvement areas to enhance performance and execute business activities in respect to
outside environment. Marks and Spencer is retail store which provides different variety of food
items, home products and clothes in respect to demands and choices of people. For this,
executive duty is to have sufficient amount of resources to provide quality items and services
worldwide to have large customer base.
Goals and objectives: Administration formulate goals and objectives in according to
vision and mission statement for accomplishing them within defines time. It is essential that top
personnel of Marks and Spencer to frame appropriate objectives to design system effectively.
M&S aim is to provide quality and trendy products to buyers to maintain its position and
image in market. Along this, manager provide ethical and friendly environment conditions to
employees to conduct business activities properly (Möller and Parvinen, 2015).
Product line: Company require to provide different variety of items and services in
according to demands and needs of people. For this, management conduct market research and
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survey to acknowledge choices and requirements of customers to provide them products
accordingly. Marks and Spencer is retail store which comprises product line in food items, home
products, clothes, accessories and many other.
Competitors: Each and every industry have large number of firms which are conducting
business to deliver products and services in market, thereby generate sufficient profit. It is
necessary that executive have complete information about rival brands and their offerings. This
help management to design system and conduct operations effectively. M&S is retail store which
has large number of competitors that are Morrisons, ASDS, TESCO and so on which have strong
market image. For this, superior of M&S require to provide quality products and trendy clothes
to attract large number of people to enhance sales volume and profitability. Along this, they even
require to construct competitive advantage to provide differentiated items to customers to satisfy
their demands and construct loyal customers (Scarborough, 2016).
Customers: Buyers comprises essential part in organisation which directly and indirectly
affect on sales and revenue of firm. They are main objective for which business activities are
conducted to deliver product and services to fulfil demands and needs of people. For this,
management analyse different attributed that is demographics, geographic and behaviour of
consumers. These are various tactics which determine demands, choices and requirements of
customers. M&S is retail store which provide variety of products that is food items, clothes,
home products to attract large number of people to enhance their sales and revenue (Malhotra
and Peterson, 2014).
Collaborators: These are people which have good knowledge and capabilities to provide
guidance and help to businessperson to acknowledge new business ideas and opportunities. It is
essential that executive of M&S require to launch and enter into other market segment to
increase product variety to enhance sales volume.
Climate: This tactic define that management require to have complete knowledge about
business environment in respect to political, economical, social and cultural, technological,
environmental and legislative constraints. Top personnel of M&S require to frame strategies and
policies in according to rules and regulations of government. Along this, they even need to
implement appropriate technologies in system to provide different variety of products to people
(Ingenbleek, Meulenberg and Van Trijp, 2015).
Marketing Strategies
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Management formulate tactics and plan to advertise and promote information to people
about products and services. It is long term and forward looking approach to construct plan for
accomplishing goals and objectives within defined time. Along this, organisation even need to
position firm higher than rival brands to attain sustainable competitive advantage. For this,
administration require to frame strategies in respect to promotion, price and product to establish
appropriate position in market.
Marketing mix: Administration require to frame strategies in respect to product, price,
place, promotion. It is essential that 7P's are designed in respect to rival firms to attract large
number of people to enhance sales volume and profit (Malhotra and Peterson, 2014).
Marketing mix of Marks and Spencer: Management of M&S require to formulate
strategies to establish and maintain its position and reputation in market in according to rival
firms. These are 7 P's which are stated beneath:
(Source: Marketing Mix, 2016) Product: Organisation provide different variety of items and services to fulfil needs and
demands of people. M&S deliver quality products and trendy and fashionable clothes to
customers. This help management to maintain its brand value and goodwill in market to
attract large number of people to enhance sales volume and revenue (Wagner and Eggert,
2016). Price: Management require to use appropriate pricing strategies to establish appropriate
position in market. Skimming, penetration, captive, product bundle and so on are various
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Illustration 1: Marketing Mix

tactics which are used by superior in according to reputation of firm and system
capabilities. In M&S, dynamic pricing policy that is set rates in according to market
situation and demands. Company have provide discounts and incentives during seasons
and festival time to attract large customers to increase sales volume and profit. Besides
this, in off seasons penetration pricing is followed by firm. Place: M&S is conducting business worldwide which defines that company have
branches in different nations that is UK, Canada, China, France and so on. These are
various countries which help firm to have large market reach and customer base to
enhance sales and revenue (Vargo, Wieland and Akaka, 2015). Promotion: Executive promote information to people about products and services to grab
attention of large number of people. Marketing manager of M&S has adopted in-store
strategy which specifies promote and advertise products via their store. Along this,
electronic media, sales promotion, publicity, personal selling, online marketing, etc are
various techniques used to advertise data about items and services. People: Employer responsibility is to have sufficient manpower to conduct business
activities effectively. It is essential that employees construct and maintains relations with
buyers to retain them for longer time. M&S have skilled and competent members which
help firm to provide quality products and services to people. This help firm to satisfy
consumers by giving them appropriate variety of items in according to their requirements
and needs (Malhotra and Peterson, 2014). Process: Management responsibility is to implement advanced technologies and
equipments in system to provide quality services to buyers. M&S is retail store which
need to have adequate amount of material and products available in outlet. For this,
internet and computer help superior to maintain record of items and timely purchase from
suppliers (Järvinen and Taiminen, 2016).
 Physical evidence: Organisation require to provide adequate environment and conditions
in store to members and buyers to retain them for longer period. M&S constitute outlet
which have decoration and soothing ambience which help executive to provide quality
services to customers.
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b. SWOT Analysis
SWOT analysis is technique which specifies framework that helps top personnel to
examine competitive positions of firm. For this, strengths, weakness, opportunities and threats
are acknowledged by management to have complete information about capabilities of system and
market conditions. It is essential that superior design system and implement adequate tools and
technologies in system to utilise market opportunities and protect system from threats.
Strengths: This tactic defines various components in which company require to excel for
producing items distinct from rival brands. It is necessary that manager uses advanced
technologies, comprises strong brand value, loyal customer base to grab attention of large
number of people (Brindley and Oxborrow, 2014).
Weakness: This aspect specifies areas which management need to improve in system to
remain competitive. Along this, organisation have certain constraints which affect on functioning
and performance of members. For example, shortage of funds, inadequate supply chain, high
level of debt and so on. These are various tactics which affect on sales and market share and
goodwill.
Opportunities: It is favourable external factor which an organisation uses to construct
competitive advantage and attract large number of customers. For this, management execute
market research to identify different opportunities which are present in market to increase
product portfolio. Along this, firm even have chance to enhance market reach for increasing
customer base and sales volume. For example, companies have opportunity to export products
and enlarge business by opening outlets in different countries to enhance profitability.
Threats: This factor defines damage and harm that might affect on organisation and its
performance. It is necessary that management have complete information about competitors and
their offerings to design system to conduct business activities effectively. Along this, superior
even require to manufacture distinct products and services to make items different from rival
brands (Järvinen and Karjaluoto, 2015).
c. Competitor Analysis
Competitor Analysis is refer to activity conducted by management to identify rival firms
and examine strategies to have complete information about strengths and weaknesses in respect
to product and services. For this, Porter's five forces is appropriate model which helps top
personnel to asses and identify competitive forces to execute activities which are profitable for
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business. These are five factors which help superior to measure competitive intensity are
described below:
Threat of substitute: This tactic define that M&S have danger from Tesco and Sainsbury
which provide different variety of food items. It is essential that management deliver quality
products to attract large number of customers and satisfy them.
Threat from new entrants: Every industry is attractive and making profit than new firms
enter and establish their position in market to generate adequate revenue from business. Besides
this, companies exit to protect and save from losses. These are conditions which happen when
government frame restrictions for safety of existing firms. M&S is retail firm which have large
rival brands that are Morrisons, ASDA, ALDI, Tesco, Sainsbury and so on (McDonagh and
Prothero, 2014).
Supplier power: This aspect define that supplier have bargaining power, if there are large
number of firms. This determine that they have large options, so they can charge prices in
according to their choices. M&S is retail store which require to have sufficient amount of
products available in outlet to fulfil requirements and needs of people. But, as company provides
items from its in-store which determine that management require to get adequate amount of
material for manufacturing process.
Buyer power: Customers are essential part of firm which have power to charge
appropriate rates from sellers, if they are in large number. M&S has rival firms which specify
that management require to set reasonable prices to attract buyers and make them purchase
products.
Competition rivalry: Retail industry have large number of firms which defines that M&S
require to provide quality food items and products to people. It is necessary that management
design appropriate products in respect to choices and requirements of customers. Along this, they
even require to manufacture items which are distinct and differentiated from rival brands
(Kowalkowski and et. al., 2015).
d. Marketing Plan and Recommendations
Marketing plan: It is a document which is constructed by management as blueprint which
specifies advertising activities and marketing efforts. Superior defines business operations which
are conducted to achieve marketing objectives within defined time period. It is essential that
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organisation have adequate position and brand value in market to attract large number of people
to enhance sales volume and revenue.
Marketing plan helps manager of Marks and Spencer to provide information to members,
shareholders and other parties which have direct connection with company about system,
objectives and competitive position.
Company overview: Marks and Spencer is multinational firm which is conducting
business in retail industry. It is a leading firm which have around 1300 stores worldwide to have
large market reach and customer base. Company offer different variety of food items, home
products, clothes and accessories.
Mission and vision statement: M&S mission is to provide quality products and
fashionable clothes to customers to sustain its position and image in market. Besides this, vision
of company is to maintain standards which other retailers are following to satisfy customers and
construct loyal buyers (Baker, 2016).
Strategic objectives: Management of M&S had formulated goals and objectives to direct
members and make them function effectively to deliver quality products to people. These are
objectives which are stated below:
 Enlarge business and open outlets in different countries that is Europe and so on to
increase their customer base and sales.
 Implement e-commerce to strengthen its awareness of brand to increase market reach and
buyers.
 Provide quality products, trendy clothes and customized things to attract customers by
providing them distinct and differentiate items.
 Enhance overseas sales by 30% to increase profit by 50%.
Product and services: M&S is retail store which is has different product line that are
food, beauty, clothes and home.
Market research: This is technique which is used by management of M&S to have
complete information about demands and requirements of people. Company even need to
analyse competitor's offerings to provide quality products to customers. Along this, superior are
even able to acknowledge image and reputation of firm in respect to competitors (SwaniBrown
and Milne, 2014).
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Target market: M&S target group are upper and middle class people which help
management to provide quality products to buyers to satisfy their demands and requirements.
Marketing mix of M&S (Scarborough, 2016): Product: M&S provides eco-friendly items and diversified products that is clothes, food
and home to attract large number of people and fulfil their needs and requirements.
Company offers variety of apparels for men, women and kids, beauty products, home
appliances, food items and gifts. Price: M&S has own in-house outlet for apparels which help management to provide
quality items to buyers and charge high and medium rate clothes. Besides this, food and
home products are provided at dynamic pricing policy in respect to on and off seasons to
attract large number of people. Place: M&S has stores globally that is UK, Canada, China, Germany and so on.
Company has large market reach and customer base to enhance their sales volume and
profitability (Malhotra and Peterson, 2014). Promotion: M&S uses newspaper, magazine, radio, television, billboard, publicity,
hoarding and internet to advertise and provide information to public about variety of
products and new launches to grab attention of large number of people.
SWOT Analysis of Marks and Spencer:
Strengths Weaknesses
 M&S has high brand value and
reputation which helps management to
attract customers easily.
 Company provide variety of home and
food items. Along this, trendy and
fashionable clothes are provided to
consumers.
 M&S provide organic and healthy food
items which benefit firm to establish
competitive advantage in respect to
rival brands.
 M&S provide quality products, but at
high prices than competitors which
affect on sales of firm.
 Management have shortage of finance
which impacts on scale of operations
that are conducted to deliver products
to people (Foxall, 2014).
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Opportunities Threats
 M&S has opportunity to expand
business by using e-commerce, that is
construct online website to increase
market reach and customer base.
 Increase business by opening branches
in other countries to enhance sales and
customer base.
 ASDA, Morrisons, Tesco, ALDI and
many other retail stores which have
good position and image in market.
These are rival brands of M&S which
affect on sales of business.
 Company is reliant on mega stores
which influence on brand value.
STP: This technique is used by management to segment population and provide products
and services in according to target market. For this, promotional techniques are used by firms to
communicate information to people about items.
Segmentation: This tactic is used by firm to divide country and formulate group to
provide products and services in according to selected segment. Demographic, geographic,
psycho-graphic and behavioural are various forms of segmentation which are used by
management. M&S provides quality products for which cost conscious group is segment chosen
by company (Goworek, McGoldrick and McGoldrick, 2015).
Targeting: After segmentation, superior select certain target to provide products and
services according to chosen segment. M&S target group are upper and middle class people, as
company provides quality food and home products. Along this, trendy and fashionable clothes
are provided to buyers for which high rates are charged.
Positioning: Management uses promotional techniques to advertise and communicate
information to people about existing products and new launches. M&S position firm has High
quality which specifies that home items, food products, apparels are of good quality.
Budget:
Marketing activities Amount
Advertising 20000
Direct selling 15000
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Sales promotion 7000
Total 42000
Implementation: This activity is conducted by management of M&S is execute business
activities in according to marketing plan.
Evaluation: This is last tactic which defines top personnel examine performance of
system by comparing outcomes with standards. Marketing plan helps superior of M&S to
acknowledge its position and brand value in market in respect to rival firms (Möller and
Parvinen, 2015).
Recommendations: These are various improvement that M&S can make to enhance their
market reach and customers are stated beneath:
 M&S is not conducting business online, for which management require to construct
company website to provide information to people about products.
 M&S also have opportunity to expand business into other market segments to increase
profitability.
 M&S have certain countries where firm didn't have its branches such as India, China and
so on. This help executive to increase market reach and customer base to enhance sales
volume and revenue (Scarborough, 2016).
CONCLUSION
From the above report, it can be comprehended that marketing is essential activity
conducted by management to promote and advertise information to people about product and
services. 5C's is technique used by superior to analysis situation of market and business
environment. SWOT analysis is tool which help administration to acknowledge strengths to
utilise market opportunities. Along this, weaknesses and threats are also anticipated by superior
to protect and secure system from problems and rival firms. Porter's five forces model is used by
top personnel to analysis competitive position. Thus, marketing plan is constructed by
administration which specifies overview of firm, mission and vision statement, product, internal
analysis, market mix and budget to direct functioning of system.
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REFERENCES
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Online
Situation Analysis 5C, 2016. [Online]. Available Through:
<https://managementmania.com/en/situation-analysis-5c>.
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