Marketing Management: Segmentation, Targeting, Positioning, Marketing Mix, and Relationship Marketing

Marketing Management

Table of Contents
EXECUTIVE SUMMARY.........................................................................................................................3
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
1. Segmentation, Targeting and Positioning strategy applied at Marks and Spencer...............................4
2. Marketing Mix.....................................................................................................................................6
3. Relationship marketing and relationship marketing strategy of Marks and Spencer............................8
4. Recommendations...............................................................................................................................9
CONCLUSION.........................................................................................................................................10

EXECUTIVE SUMMARY
The report has been prepared on the topic marketing management which will be consisting the
Segmentation, Targeting and Positioning of the organization. Along with this, marketing mix
strategy has been done for Marks and Spencer Company. And lastly, relationship marketing has
been defined and explained along with company’s relationship marketing strategy. The report
has been prepared for acknowledging the topic and the analyzing the essential areas of the
market by achieving success effectively and significantly by aiding the market structure of the
organization and keeping in view the basic necessities of the customers throughout the process
which has been followed.

INTRODUCTION
Marketing Management is defined as the process through which company’s market
structure is analyzed and managed effectively and efficiently (Deepak and et.al., 2019). Marks
and Spencer is a major British retailer company which deals in clothing line for women, men and
kids.
The report will analyze the Segmentation, Targeting and positioning while evaluating the
strategy of Marks and Spencer. The marketing mix strategy having seven components such as
product, price, place, promotion, people, processes and physical evidence will be analyzed.
Along with this, relationship marketing will be explained which will help in evaluating the
relationship marketing strategy followed by Marks and Spencer. And lastly, recommendations
will be given based on STP analysis, 7P’s and relationship marketing. Therefore, through these
aspects Marks and Spencer’s performance was analyzed which helped in creating market
reputation for the company. Marketing Management has helped the organization gain
significance and importance in the market structure which has contributed towards company’s
growth.
MAIN BODY
1. Segmentation, Targeting and Positioning strategy applied at Marks and Spencer
The STP (Segmentation, Targeting and Positioning) of an organization plays an
important role in organizational behavior pattern (Camilleri, 2018). STP helps the organization to
understand the customers and to develop such products and goods through which the customers
can relate. Marks and Spencer evaluates their market scenario by targeting and positioning the
products and services which they avail to customers. The profit measures of the company are
taken into accordance with the processes and procedures which are being followed by the
organization. These three aspects which are segmentation, targeting and positioning for Marks
and Spencer is explained as –
Segmentation – Segmentation is defined as to divide the marketplace into parts and segments
which promotes the business and growth of the organization by creating potential market. Marks
and Spencer divides the market into few segments. The sustainability in the business of Marks
and Spencer is assisted by its segmentation. The company divides its customers into some
parameters. The segments which are divided are gender, education, country, region etc. These
segments are based on geographic. There are other psycho geographical segments which the
company follows and constitutes values, risks and consumer attitude towards product and
services which are offered by the organization. Behavior pattern of the consumers determine the
consumers intention to buy the product and services which are being rendered by the company.