Case study on Marketing Management
15 Pages4762 Words87 Views
Added on 2021-02-19
Case study on Marketing Management
Added on 2021-02-19
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MARKETINGMANAGEMENT
ContentsEXECUTIVE SUMMARY.............................................................................................................3INTRODUCTION...........................................................................................................................4MAIN BODY...................................................................................................................................4Background statement to outline the industry, organization and marketing positioning............4Marketing audit (internal and external) outlining the overall marketing attractiveness andwhether there is potential for market growth...............................................................................8Critically defended new marketing mix actions to achieve gaps between the company's presentmarketing strategy and external environment............................................................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
EXECUTIVE SUMMARYReport has highlighted about the segmentation, positioning and targeting strategy of Marks andSpencer. They have targeted specific geographical areas like Mid London so that they can opennew retail stores over there in order to attract more customers. Company has made use of costand quality positioning strategy to set up their market share . They have made use of marketingmix strategies so that the gap can be reduced which is faced by company.
INTRODUCTIONMarketing Management is the discipline of an organization which focuses on planning ofproduct, pricing, distribution and promotion of ideas and services to create and achieveindividual and organizational objectives. This process includes the following concepts they are-Production concept, Product concept, Selling concept and Marketing concept. It plays a crucialrole in the success of an organization. It helps to develop the customer base of the company.Report lays emphasis on Marks and Spencer. It was founded in 1884 by Michael Marks andThomas Spencer. It has been in the market for around 135 years now. Headquarters in Londonthey are recognized for their high standard quality products and the list includes home and foodproducts too.They have 959 stores in U.K. out of which 615 concerns to food products. This company is listedunder London stock exchange. This report highlights a background statement to outline theindustry, market positioning as well as the present unique selling proposition. This reportoutlines the overall marketing attractiveness and whether there is potential growth for market ornot. This reports helps to enhance new marketing mix actions to achieve and overcome.MAIN BODYBackground statement to outline the industry, organization and marketing positioningRETAIL INDUSTRY-This industry states that when a producer delivers their goods and services to the final consumer.When a commodity is completed into a finished product then goods are delivered bymanufacturers to retailers. Retail sector economic output was £92.8 billion in 2017. In 2008internet sales accounted for 5% of retail sales. Sometimes retailers buy goods from middleman such as distributor or wholesaler. Wholesalerbuy goods in bulk from companies or manufacturers and deliver them in small quantities toretailers as per their requirements. Retailers are the last on the channel of distribution as they sellthe final products to consumers.To increase their profit margin retailers sometimes increase prices of the products. Everyone whois a part of channel of distribution does that. Some retailers cut wholesaler and buy directly frommanufacturers in bulk. Some retailers produce their own product and the item which is highlysold they sell it themselves. This is also known as vertical integration.
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