Marketing Management of Marks and Spencer

This report analyzes the marketing management of Marks and Spencer, focusing on their strategies, SWOT analysis, STP analysis, and marketing mix. Recommendations are provided to improve their marketing strategy.

Marketing Management.

EXECUTIVE SUMMARY
This report is based on the marketing management of Marks and Spencer. Company
focus on home products to increase the reaching rate in marketplace through adopting some
marketing strategies as per serving areas or nations. SWOT analysis can provide a framework of
strength and weakness so that company can overcome by adopting some strategies for marketing
activities to increase productivity and profitability. Porters five forces help to company to
analyse the competition and many more so that they can focus on promotional activities to avoid
competition. STP analysis assist to business in segmentation, targeting and positioning their
products to increase performance rate. Marketing mix or 4p’s strategies helps to company in
perform advertisement activities in well manner.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
As an independent consultant you are required to choose an organisation effectiveness of their
marketing strategy..................................................................................................................1
Explore the competitive organisational environment by applying environmental analysis tools
to identify opportunities and threats.......................................................................................2
Analyse their STP strategy, providing and insight into how segmentation, targeting and
positioning are currently applied by your chosen organisation..............................................4
Provide recommendations on how your chosen organisation can improve its marketing
strategy...................................................................................................................................6
Examine their marketing mix, focusing on the 4Ps that your chosen organisation is currently
applying..................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is the process of effective planning and executing the conception
of pricing promotion and distribution of innovation ideas product and services that to formulate
in terms of exchanges that satisfy the individuals as well as the organizations objectives. It is
directly responsible towards certain areas which need to investigate by company for their product
and services. Only motive of marketing management is to fulfill the customer needs and
Expectations which is important as the profitability is overall depended on customer satisfaction
and high demand of market. The nature of marketing management and objective will have
become vastly more consumer oriented as much as less product or Corporation Limited for the
maximum long-term benefits of the corporation itself (Baden-Fuller and Teece, 2020). In this
following report the company is considered Mark and Spencer business venture is major British
multinational retail business as the headquarters situated in London United Kingdom. The
company usually deals on premium clothing and home products along with food product provide
customer and services. In this report the topic sar dated with Marketing factors need to provide
strategy of marketing and internal as well as external environment factors. STP analysis and
recommend some marketing strategies which will help to business growth in competitive
Marketplace.
MAIN BODY
As an independent consultant you are required to choose an organisation effectiveness of their
marketing strategy
Marks and Spencer plc is huge British multinational retailer which is located in the
London. This company specially deals in home products, clothing, food products with their own
label mostly. Company need to focus on home products to expand their business and promotion
activities. In current scenario everyone wants to décor their home with best products. Company
can make collaboration with the interior companies because they have connection in different
cities and location so they can provide data and information about who wants the home products
for their house. Company also needs to focus on digital marketing to expand their business and
reach more potential people. Industry require to focus on place and promotion marketing
strategies. In place they can reach those people who really interested in home products and make
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a good relation with interior companies. In promotion, they must adopt some digital platforms
and strategies to reach more people for their brand.
Explore the competitive organisational environment by applying environmental analysis tools to
identify opportunities and threats.
Competitive advantage refers to factors that allows the company to produce better products and
services better than more economic as well as competitors. These factors allowed the
productivity entity 2008 more sales or superior margin compared to its market competitors. In
these advantages allows some Strategies and analyzation factors such as called internal and
external environment. By consider SWOT analysis and Porter five forces in perspective of
Mark and Spencer company.
Swot Analysis: SWOT analysis is a strategic planning technique that is used to help individuals
to assess strength weaknesses opportunities and threats regarding with business related
competition of project planning.
Strength Weakness
 Mark and Spencer having position itself
in a higher and value product which
usually targets the premium segment
and they also manufacture premium
based product that sold to retailer is
special in clothing line and Stylish
modern and sophisticated.
 Addition to selling premium products
brand Marks and Spencer also has their
own labels in almost over all categories
some of the popular private labels that
include Per Una north coast Indigo
collection and so on.
 Mark and Spencer has there effective
marketing promotion team in offline as
well as online where they own their
 The customers of Marks and Spencer
after having a complaint recording
satisfaction level as their faces lot of
issues in respect of Return policy not
having proper store experiences. On the
basis of this result to a brand loyalty
and increased brand switching by
customer.
 One of the biggest weaknesses that
Mark and Spencer is faces in poor
scalability e of the supply Change
management. As company trying to of
a global access to their Merchandise
through offline as online store but they
have been unable to scale up their
supply chain to deliver overall location.
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own website on which day contract
with millions of customers to provide
them every kind of product and services
and having a high competitive
advantage in competitive Marketplace.
Therefore they have tried to reach out
Asia because inventory situation unsold
stock and they have to end season sales
to sell their merchandise.
Opportunities Threats
 There are opportunities which refers to
more avenues in the advancement of
surround business which can be
capitalised increase in returns that
includes fashion is an evolving business
or new custom new segments come up
with regular basis full stop there is a
huge ethnic and traditional wear which
currently Mark and Spencer has been
unable to capitalise on. Some of the
countries where Marks and Spencer
basic and their business like Asia
Africa the country where Mark and
Spencer can generate more competitive
advantage
 There is high competition between
main competitors of Marks and Spencer
are kept Tommy Hilfiger, Zara and
United Colours Of Benetton.
Porter Five Forces
 Competitive rivalry: For Marks and Spencer the level of competition in competitive
Marketplace. Because Mark and Spencer is particularly valuable for premium based
product and they sell on the basis of premium people who can afford their product easily.
Marks and Spencer has high level competition by positioning on higher quality value for
money brand (Fitzpatrick, 2017). As there are other brands which are producing similar
quality in a lower price offer to customers like Tesco, Asda stores ,IKEA etc.
 Threat of substitute: Through this factor alternative team from Tesco and Sainsbury are
the acted on providing add value foods and other home appliances product. In this Mark
and Spencer having a high threat of substitute.
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 Bargaining power of buyers: there is a low power off of buyers to living services and
quality of product which provided by Mark and Spencer that makes them effective and
generating loyalty factor by customer on changing demands of product in the market.
 Bargaining power of suppliers: It is a power of subtitle quite low when it is concentrate to
purchase where Mark and Spencer outsourced and has lower bargaining power of
suppliers globally to to reduce its cost similar for competitors in perspective of UK
suppliers.
 Threat to new entrants: The entry seems like differentiate for Mark and Spencer in terms
of loyalty at and the courage to potential entrant and there is a low level of entry barrier
for Marks and Spencer in competitive market place. Because Mark and Spencer has its
high comparative advantage in UK overall retail business.
Evaluation
There is high competition in marketplace such as ZARA, H&M and many more. These
are also deals in luxury products. For people the substitute rate is also high because if people
don’t like the price and quality then they can select other brand. Competitors of Marks and
Spencer also serve their services and products in different nations. All brands have similar rates
and quality so for customers switching rate is also low.
Analyse their STP strategy, providing and insight into how segmentation, targeting and
positioning are currently applied by your chosen organisation.
STP marketing consider the (Segmentation, Targeting, and Positioning) and this is three-
phases marketing structure. With STP procedure, company segment their market, target their
consumers, as well position their offering to all segment. The STP concept is helpful when
making marketing interaction plans since it assists marketers to the prioritize proposition or then
develop as well deliver the modified and applicable messages to connect with diverse audience.
STP based marketing concept enables to company for boost productivity by determining a
definite target market or then positioning goods accurate at these segments (Giovanardi
Kavaratzis and Lichrou, 2018). With this helpful concept, they can also mark gaps in
marketplace. Besides, company can also reduce wasting expenses when promotion to
mass market. The STP of a company plays an vital role in workplace behavioural patter. It helps
the company to understand consumer or to develop a goods that users can relay. With targeting
or positioning Marks & Spencer are proficient to recognize their present business scenario. All
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factors of STP model describe the revenue measures which can be occupied by the Marks &
Spencer. Also in this procedures the industry, explore new market and customers.
 Strategy & segmentation: According to market company, Marks and Spencer
separate market in the only some segments. The Segmentation helps the business to
manage their sustainability in their industry. Company separate their viewers in little
parameters. As per to demographics, organization divide the customers into age,
education, gender et cetera, physically by the country, region and state. Psycho based
graphically by users attitude, risk aversion, values and etc. Behavioural model also
determines people retention for their products. It also supports to recognize users and as
per to that, company takes significant phase. Then institution requires improving by the
concentrating on customer’s satisfaction factor.
 Target: though with the ethical business framework, Marks & Spencer is operating a
successful brand. Still they require to manage some market orient target in business to
handle sustainability in firm. As per to size or potentiality, company require to set the
target. The Calculating their opportunities and threat the industry require to assess annual
target thus that industry can increase from it (Lahtinen, Dietrich and Rundle-Thiele,
2020). Cost is a vast substance in this, company require to set up the yearly budget or as
per to budget firm need to quick exploit. Marks & Spencer requires setting up the target
that is simply available to them. If target is not attainable then company must have
thought of an alternative based target for their brand.
 Positioning: marketing mix support the company to position their goods and brand
framework correctly. Four P’s for company are there in mix marketing model. The 4 P’s
that are product, place, price as well promotion. Company must focus on four factors to
get better more. For an example, the organisation requires to plan their goods according
to their consumers require. As industry deals with the clothing as well as food range,
thus, the firm needs to focus on their user’s choices more or according to that corporation
requires to be explicit on their cost list.
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Provide recommendations on how your chosen organisation can improve its marketing strategy
As per this report and marketing management of Marks and Spencer, company already
performing well in each aspects but at some point they need some effective marketing strategies
to spread awareness about their brand and reach potential customers for their business. In current
scenario the technology is most important part in every organisation to operate business and its
all activities in smooth manner. Company can adopt some other third part application and
website so that company’s reaching rate become more high. This industry serve their services
and products in different countries so that company can focus on adopting cultures of different
nation so that people attract more towards the brand. Industry must focus on promotional
activities and for this they can use social media such as Instagram because people are more
active on this platform thus for company it become more easy to reach people. On this social
media channel there is zero investment for promotional activities.
Examine their marketing mix, focusing on the 4Ps that your chosen organisation is currently
applying
Marketing Mix of the Marks & Spencer analyses company which covers the 4Ps (Product,
Price, Place, Promotion) as well describe Marks & Spencer marketing based strategy. There are
some marketing strategies such as service/good innovation, marketing based investment,
consumer experience and many more. That has support brand raise (Miskiewicz, 2020).
Marketing strategy assist business attain business objectives & goals, as well marketing mix
(4Ps) is broadly used structure to describe strategies. This is elaborate product, pricing,
advertising and distribution strategies utilize by Marks & Spencer.
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The product method or blend in Marks & Spencer advertising primarily based totally method
may be defined as follows: Marks & Spencer is maximum famous or height retail chain
primarily based totally logo in globe primarily based totally out of the UK. Product portfolio for
the Marks & Spencer of their advertising blend is large masking stuff for every age primarily
based totally organization be it girls, guys or kids. Company gives items for the girls that
considers apparel along with Cardigans, Blazers, Cashmere, Jeans, shirt, Linen, skirt or etc.
Footwear discipline for girls considers boots, loafers, sandals pumps, heels and lots of extra.
Bags or add-ons for girls considers handbags, jewellery, seashore luggage sun shades and
different stuff. The famous manufacturers for the girls which can be Autograph, Indigo, Per Una,
Classic, Twiggy or Foot Glove. Marks & Spencer offer merchandise for the girls that considers
apparel along with Blazers, Jackets, tops, Jumper, Suits or many extra (Morgan, Feng and
Whitler, 2018). The Footwear class for girls considers boots, heels, informal footwear or etc.
Pyjama segment considers Pyjama, Gown, socks etc.
M&S additionally offer Home or Furniture variety which incorporates domestic add-ons
foundation, furnishings for living, Bedroom eating room and lighting. M&S additionally serve
Food or Wine segment that sells every lunches or dinner, major courses, starters and wine.
Company additionally sells Flowers as nicely a few present items. They more often than not sells
its in domestic logo truly than some other worldwide manufacturers. Price, Marks & Spencer
have its personal withinside the residence manufacturers for a apparel for guys, girls as nicely
kids. Mostly those withinside the residence manufacturers which can be fee between the medium
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to the better variety due to the fact its exceptional and comfort quality. But M&S organisation
continues to be follows the aggressive costing method as customers now produce other
alternatives to choose from cause is the stepped forward opposition. organisation additionally
faces the opposition from a few on-line primarily based totally stores as nicely different large
primarily based totally retail players.
The enterprise additionally follows the dynamic costing primarily based totally method
because the at some stage in drifting duration it offers extra unique cut price on the products to
attain extra humans and more often than not the vintage primarily based totally inventory is the
positioned for a sale at low fee as a in comparison different newly inventory. Place, Marks &
Spencer is the worldwide organisation that has extra than one thousand shops walking in
exclusive countries. Company’s most important logo is withinside the UK wherein enterprise has
round 850 outlet. It have were given 50+ stores withinside the India wherein it began out its
operation in the 12 months of 2001. Some of some other countries wherein it have get its
prevalence are Turkey, France, Spain Ireland, , Finland, Hungary and lots of extra. organisation
has were given its utility or web sites from wherein humans should buy items or take domestic
shipping. Industry additionally gives an choice for the worldwide primarily based totally
shipping for slender primarily based totally merchandise.
The promotional or marketing and marketing method in Marks & Spencer advertising primarily
based totally method is as cover: Marks & Spencer choose its promotional method is
extraordinarily with consciousness accordingly as to help its commercial primarily based totally
marketing campaign with the assist of virtual or social media advertising as nicely in outlet
method. Company emphasize to serve a normal message on every medium of interaction. Marks
& Spencer undertake a few print media, cellular advertisements, TV advertisements or some
other social media activities. The enterprise undertake its personal utility to sell their logo,
garments for the guys, girls and kids. People can discover blogs or a few style hints on their
personal website. Company additionally promotes the season sale for its unswerving customers
with the aid of using supplying them a few discounts (Nurendah and Rainanto, 2019). Industry
additionally function the specific loyalty sessions ‘Sparks’ which upload a few factors to
consumer’s account on foundation of spending quantity at the shopping. This is praise factors
that may then be a spent on in addition purchases from the Marks & Spencer outlet.
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CONCLUSION
It is concluded the above report, marketing management is most important part in
company to increase profitability and productivity of brand. Above report cover SWOT analysis
to examine the strength and weakness so that company can take some steps to overcome from
weakness and threat and focus on converting strength into the opportunities. Porters five forces
helps in analyse the competition around the brand to that they can focus on reduce competition.
STP helps to business in targeting the potential people and focus on marketing activities more.
There are some recommendation are covered to increase the marketing strategies to expand
business in different marketplace. Marketing mix and 4p’s assist to company in doing marketing
activities in right manner.
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REFERENCES
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In The Routledge Companion to Critical Marketing (pp. 115-134). Routledge.
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big data analytics in commercial social networks: A case study on sentiment analysis
and fake review detection for marketing decision-making. Industrial Marketing
Management, 90, pp.523-537.
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business strategy on value innovation capabilities to improve marketing performance
during the COVID-19 pandemic. Uncertain Supply Chain Management, 8(4), pp.675-
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Successful Benefits SMEs of Shoes Product in Bogor. In 1st International Conference
on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) (pp. 518-521).
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Rooney, T., Krolikowska, E. and Bruce, H.L., 2020. Rethinking relationship marketing as
consumer led and technology driven: propositions for research and practice. Journal of
Relationship Marketing, pp.1-20.
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Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Skorobogatykh, I.I., Shishkin, A.V., Murtuzalieva, T.V., Pogorilyak, B.I. and Gorokhova, A.E.,
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