Marketing Management Assignment - Mark and Spencer

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
1). Background statement, market positioning and unique selling proposition..........................1
2). Marketing audit, overall market attractiveness and potential for market growth..................7
3). Competitor analysis of three industry players.....................................................................10
4). Marketing mix actions to achieve gaps between marketing strategy and external
environment...............................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................16

INTRODUCTION
For a business organisation it is required to use different strategies in order to reach on
direct customers and market segmentations. Through this, they can easily achieve target goals,
maximise sales and getting higher growth. This procedure basically uses to maximise customer's
values, improve their opinions and enhancing organisation's perceived values (Kotler, 2015).
Through this an organisation can build their own image, positioning and goodwill in target
market. In this process, marketing manager play a most important to implement possible
strategies for new creations, advertising, promotional activities and maximise sales to getting
long term benefits easily. This report is based on Mark and Spencer which is a British
multinational retail firm. This organisation was established in the year of 1884 by Sir Michael
Marks and Thomas Spencer. This firm basically deals in clothings, home products and luxury
food services. This organisation has approx. 979 stores in world wide. So for them it is require to
use impactful marketing strategy for market positioning and unique selling proposition to create
positive image in several countries. For this they can use Marketing audit and competitor
analysis to examine potential for market growth. In this procedure, Marketing mix actions is used
to achieve gaps between marketing strategy and external environment.
1). Background statement, market positioning and unique selling proposition
Marketing management is a effective procedure that helps to analyse company's
resources and activities to attain desirable targets. All these approaches are beneficial for new
product development in target market. For retail industry, it is important to make effective
marketing strategy to build direct and appropriate connection with customers. For this, marketing
manager uses different strategies for build effective image of product in front of target
consumers. These activities are beneficial to enhance growth and sales of products in target
market. Mark and Spencer is one of the fastest growing organisation in retail industry. They uses
different and creative plans to build their own market share easily (Malhotra and Peterson,
2015).
Background of Retail industry – In a country, retail industry is vital that provide their
effective contribution in economy development and growth procedure. Main objective of this
industry is to selling quality goods and services to target customers through multiple distribution
channels. Through this they can easily earn higher profit and desirable growth as well. Retail
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industry is one of the fastest growing sector that implement new strategies and ideas in their
activities. In this procedure marketing management helps to analyse customer's demand and their
need for specific products and services. Through this, they provide higher satisfaction to their
target consumers to build positive relation with them easily. These marketing strategies helps to
getting long term benefits in appropriate manner. Retail industry provide higher employment
services to skilled and experienced candidates for their career development. Development of
retail industry arises for effective treading process that consisted to purchasing necessaries. Main
objective of this procedures is to maximise monetary values and provide luxuries services to its
users (Wilson and Gilligan, 2012). This industry adopt raid changes through digital technology
by self servicing to online procedures. Their specific motive is to provide quality products and
services to customers on the bases of their requirement and need. In a country, different retail set
up supply their own contribution for economy development and growth. Through this they
provide higher satisfaction to consumers. For example Mark and Spencer is also a multinational
retail firm which is deals in luxuries appraisals for men, women and children. Through this, they
can easily achieve target goals, maximise sales and getting higher growth.
Market positioning – This is a business strategy in which management of organisation
analyse customer's opening and their perception for specific brand and organisation (Belz and
Peattie, 2012). In this procedure, several organisation's uses different strategies and planning to
establishing their own image and goodwill in target market. Through this, a firm can easily
achieve their target goals and objectives.
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