Competitive Intelligence and M&S

This assignment focuses on analyzing Marks & Spencer (M&S)'s competitive intelligence strategies. Students are required to examine market trends in the UK retail sector, particularly focusing on sales data and consumer behavior models. A key aspect is to assess M&S's position within this competitive landscape by comparing their strategies and performance with other major players. The analysis should draw upon provided sources like M&S's annual report, industry reports, and academic literature on competitive intelligence.

MARKETING INTELLIGENCE
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
a) Main stages of purchase decision-making process......................................................................3
b) Buyer behaviour models..............................................................................................................4
c) Factors affecting buyer behaviour...............................................................................................5
d) Defining and evaluating relationship between the terms brand loyalty, corporate image and
repeat purchasing.............................................................................................................................7
Task 2: (LO2)..................................................................................................................................7
2.1 Evaluating different types for techniques of market research...................................................7
2.2 Secondary data sources for achieving objectives related to market research............................8
2.3 Findings of reliable market research and its validity for Mark and Spencers...........................8
2.4 Plan of market research for Mark and Spencers........................................................................9
Task 3: (LO3)..................................................................................................................................9
3.1 Size of market trend within the United Kingdom......................................................................9
3.2 Plan for competitive analysis for Mark and Spencers.............................................................10
3.3 Evaluation of opportunities and threat for women wear product and after sale services........12
Task 4 (LO4)..................................................................................................................................13
4.1 Evaluation of customer response assessing techniques within Mark and Spencers................13
4.2 Customer satisfaction survey designs and facilitation.............................................................13
4.3 Reviewing the completed survey success within Mark and Spencers.....................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
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Introduction
The marketing plan is a very important phase of managing marketing. The plan is a concise
blueprint that outlines the future marketing activities and thus set up certain and specific
marketing strategies that need to be accomplished within a given time frame. Making a plan
helps in organising the activities and clarifies the steps and actions that need to be taken in order
to achieve the drawn-out plan. This assignment also helps in identifying the various aspects that
are necessary to take into consideration while designing a marketing plan such as consumer
behaviour, company forecast and finance budget by conducting the situational and competitive
analysis.
Task 1
a) Main stages of purchase decision-making process
The main objective of any organisation’s marketing is to get inside the head of the consumers so
as to understand what they need. In order to figure this, marketing managers need to take into
consideration the five main stages of buying decision process.
Identifying the problem The consumers have a perpetual need to be
satisfied. Determining what these target
consumers what can be ideal for advertising a
product in order to influence the consumer
decision-making process.
Search process In order to satisfy the want, consumers search
information about the products which can
satisfy their demands. This search process is
driven by experience, recommendations and
reviews for the product.
Comparing and evaluating the alternatives The current market is flooded with
alternatives. In order to purchase a
commodity, a consumer compares and
evaluates the specifications as well as the
prices of these alternatives before taking a
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decision.
Selection After evaluation and comparison, a consumer
zeroes down on a product which seems
suitable to suffice their need. At the same
time, they also identify the location from
where they can buy the product or service.
Evaluating decision Once the buying process is over, the
consumers evaluate the appropriateness of the
product and whether it meets their
expectations.
Table 1: The five stages of purchase decision-making process
(Source: Business2community.com, 2013)
b) Buyer behaviour models
Complex buying model This type of buyer behaviour is characterised
by the high-value purchasing capability of a
buyer. The consumers undertake in-depth
research in terms of understanding the
product and its specifications before the
purchase is made and hence is termed as a
complex buying behaviour.
Habitual buying model This kind of buying behaviour is based on the
habits of the individuals and this cannot be
considered as a complex model. The
consumers are drawn towards the products
which they have become habitual and
accustomed to using.
Variety seeking model This is a fairly whimsical model of buying
behaviour that is shown by the customers. the
consumers are individuals who shop around
for fun and variety. They experiment with the
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shopping routine and are not bound by habits.
Dissonance reducing model This kind of behaviour is expressed by the
buyers when they are involved in purchasing
expensive products which may or may not be
infrequent. this kind of rare end Scarce
products generate and increase it if behaviour
among the consumers which is why they are
highly involved in the purchase of these
products.
Table 2: Buying behaviour model
(Source: Zeepedia.com, 2016)
c) Factors affecting buyer behaviour
There are several factors that affect the consumer's decision-making process while buying a
product. These factors are namely:
Personal characteristics The buyer's decision-making process is
influenced by the personal characteristics of
an individual such as age, gender, ethnicity,
education and lifestyle to name a few.
Personal views and values also affect the
buying decision. This is independent and
uncontrollable variable.
Environmental characteristics This variable states that the society and the
cultural influences affect the consumer buying
decisions. Along with these cultural and
societal influences, governmental and legal
rules and regulations also affect the buying
behaviour. This is another independent and
uncontrollable variable.
Buyer’s decision model This variable depicts the buyer’s behaviour is
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influenced by their decisions. These decisions
in terms of need, suitability and
appropriateness of the product or service.
Their decisions such as whom to buy the
product from and when to buy them also
influences the consumer behaviour.
Technological variables This variable states that the various
technicalities of the market such as modes of
payment, logistics, after-sales service and
technical support for a purchased commodity
influence consumer behaviour. Hence,
ergonomic and easily operable customer
platforms and reliable monitoring system can
also affect buyer's behaviour.
Market stimulus In this variable, the price and brand value of
an organisation plays a critical in inclining
buyer’s behaviour as they gauge promotional
activities, quality of the products.
Table 3: Factors affecting buyer’s behaviour
(Source: Learnmarketing.net, 2015)
d) Defining and evaluating relationship between the terms brand loyalty, corporate image
and repeat purchasing
Brand loyalty corporate image and repeat purchasing interrelated to each other and hence, it is
very critical to understand and analyse what is of these terms mean. In words of Lim et al. (2014,
p.55), brand loyalty is that underlying feeling of trust that consumers feel when they become too
comfortable while buying a product from a specific brand. This kind of trust and loyalty of the
customers towards the brand may be due to the excellent services and quality of the products.
The way consumers perceive an organisation and its worth is termed as the corporate image. The
corporate image is also the overview perception of the corporation's existing structure and
culture (de Ruyter and Wetzels, 2015, p.40). According to Chiu et al. (2014, p.85), those
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customers who have repeatedly shown the inclination towards a particular brand while buying a
specific product are termed as repeat customers and search kind of customers are very valuable
to the organisation.
While defining the brand loyalty corporate image and repeat purchasing, the fact becomes clear
that a good and clean corporate image helps in providing a positive perception of the company to
the customers (Liat et al. 2014, p.320). By judging this positivity around the organisation, the
customers develop a sense of loyalty and trust and link it with the brand name does becoming
brand loyalists. by providing efficient sales and services and quality products in your
organisation can convert a one-time customer into a repeated purchase.
Task 2: (LO2)
2.1 Evaluating different types for techniques of market research
There are two different types of market research techniques such as quantitative research and
qualitative research techniques. As commented by Shoemaker et al. (2007, p.5), the quantitative
research is considered as the presentation of statistical and factual data in order to frame market
status of a particular company. The qualitative market research techniques are mainly involved
with the philosophies observations regarding customer behaviour within the market by a
particular company. Quantitative analysis will be helpful for M&S to identify the reasons behind
the decrease in the sales growth of its clothing line and others that have adversely affected the
company. For example, in a prospect of M&S, there are different reports regarding surveys,
customer helpline and chats that can avail the information of the various status of the company
within the market. However, fewer customers are loyal towards any company it results in the
downfall of the image resulting in loss of position in the market as well as profit and customers.
Therefore, it can be said that feedback process can use to collect customer details within the
market for a company.
2.2 Secondary data sources for achieving objectives related to market research
There is different data collection process in order to collect secondary data within the market. As
stated by Slater and Narver (2000, p.120), the secondary data sources are developed by existing
accumulation of facts regarding a specified context within the research. For example, in a context
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of M&S, the secondary data can be collected from Annual Reports of the company in yearly
basis (www.marksandspencer.com 2016). The objectives of the Company are to facilitating
various aspects within the market. It has been seen in Plan A by M&S for 2020 that they are
putting customers as their main focus. This proves that the case study is true to the nature that
shows loss of market revenue due to the reduction of customer preference for its clothing line.
M&S considers the procurement of the marketing standards and determine different revenue
calculation and growth of the business (www.marksandspencer.com 2016). Therefore, it can be
said that the validity of secondary data depends upon the sources and structure of the business
and objectives of the marketing analysis within the market.
2.3 Findings of reliable market research and its validity for Mark and Spencer
The secondary market sources are sometimes considering the validity and reliability of data
presentation. As commented by Mazaira et al. (2003, p.221), the secondary data may not occur
authenticate many times because there are some kind of biases within the research data, which
are previously collected. However, in the terms of M&S, as it is a multinational retailing
company, therefore; the data presented within the annual report is not being false as it has
confirmed by statutory auditors and other authorities of the regulative bodies. The reliable
market research has been made with reference to the primary and secondary data. It has been
accumulated that there may be some of the error and biases has arisen within the criteria of data
collection from the secondary or primary basis. Therefore, it can be said that the reliability and
validity of data depend upon the source where the data has collected.
2.4 Plan of market research for Mark and Spencer
The market research plan specifically depends upon the type and techniques of market research.
Therefore, for market research of M&S, as per the following process:
Research problem: The problem of research depends upon the low growth of sales within M&S.
The sales mainly depend upon the customer satisfaction and variety of product choices.
Therefore, this is the main problem within the company for the decrease in sales revenue.
Research Question: What is the reason bind the low growth of sales within M&S?
Research objectives: To identify the causes and reasons behind low growth o sales within M&S.
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Research hypothesis: Primary quantitative data were collected for the research of the problem
within M&S. However; the secondary data can also to be collected for the purpose of market
research.
Research Methodology: The process of non-probability sampling method has been used in the
research. Research tools are considered as online survey questionnaires to the existing customers
of M&S. The sample size is 65 existing customers within M&S.
Research results: The results are formed with the effect of primary data collection and the
process of data findings in the later sections.
Research analysis: The analysis depends upon the findings and presented within the tables and
charts. With the help of this, the research analysis has been conducted.
Research discussion: The main discussion is according to the analysis part of the research.
Research recommendation: The recommendations are made with the view of lacks and
limitations about the company for sales decreasing ratio and the better strategies have been
developed with the help of research analysis.
Task 3: (LO3)
3.1 Size of market trend within the United Kingdom
The market trend is mainly related to the aspects of nature of market and industry within a
particular country. As mentioned by Viviers et al. (2005, p.580), market trend analysis depends
upon the market size and structure with specified industry within a particular country. In the
aspect of UK, the M&S is selected as the organisation. For considering the extended analysis of
market trend the retail market within the UK has been taken into consideration. Specification of
different market associations is depended upon the structure and segments of the market. The
trend analysis depends upon the value and growth prospects of the market. The forecasting of
different past and future market trends related with retail market within the UK are considering
for different size of the market. As supported by Meunier-FitzHugh et al. (2006, p.700), in the
UK, specifically for market segmentation it is required for considering various trends and size
structure of the market within the different industry. Therefore, it can be said that structure of
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sales and revenue forecasting can avail the overall procurement of market trend within UK retail
industry. The demand trend of a retail market within the UK can be shown as follows:
Figure 1: Retail Sales Trend in the UK
(Source: www.marketoracle.co.uk, 2009)
3.2 Plan for competitive analysis for Mark and Spencers
The competitor analysis can be the help to make a business in order to inculcate with different
decision-making aspects within the company. As commented by Hoopes et al. (2003, p.893), the
business decision marking regarding marketing strategies and techniques depends upon the
analysis of different competitors within the market. In the context of M&S, there are different
types of competitors on the worldwide basis for procuring the segmenting association of
different marketing competitors within the market. In order to determine and analysis of
competitors, Porter's Five Forces can be used within M&S. the competitor’s analyses of M&S
are as follows:
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Figure 2: Porter’s Five Forces Analysis
(Source: Hoopes et al. 2003, p.893)
From the above competitor analysis, it can be said that the competitors are proceeding with
rivalry effect towards the market. The different segments of market presentation of M&S are
applicable within the course of different threats and substitution from market forces. In order to
competitors threats for M&S, Amazon Group can facilitate the competitors' process within UK
market for M&S. These aspects are held with different suppliers' powers and buyers powers
within the market for M&S. Therefore, it can be said that the competitors' analysis is important
for every company.
3.3 Evaluation of opportunities and threat for women wear product and after sale services
The threats and opportunities evaluation of a company is important to know the aspects of
present status within the market. As supported by Wright et al. (2009, p.943), in order to
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SubstitutionThreatPowerofBuyersThreatfromNewEntrantsPowerOfSuppliers

facilitate the opportunity and threat analysis SWOT analysis can be taken into consideration.
Therefore, Swot analyses of M&S are discussed as follows:
Figure 3: SWOT Analysis of M&S
(Source: As per Case Study)
The strength of M&S is regarded as the high product qualities within the market. The customer
services for online retailing associations really considered as relating to the modern world
experiences of the shopping segment for the people. The weaknesses are considered as wasting
of store spaces regarding holding of different stocks are there within M&S. the limited of the
customer after sales services can acquire different sets of customer dissatisfaction within the
market. There are different regarding the business of M&S, such as enabling the technological
enhancement within shopping criteria of the people within the market. The marketing strategies
enhancements for better future growths are facilities within the market. Their determinations of
threats are considered as changing of an environment in social aspects and strong competition
within the market can resist the business process of M&S with worldwide application. The
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StrengthWeaknessOppurtunityThreat

competitor's threats are very important to facilitate the analysis for better performance.
Therefore, the segment and threats can be determined with the help of this analysis.
Task 4 (LO4)
4.1 Evaluation of customer response assessing techniques within Mark and Spencer
Evaluation of customer responses is important in order to identify different stages of customer
attitudes towards the company. As supported by Trim (2004, p.243), there are different types of
research that can be able to help for evaluating customer attitudes for the company. For example,
in the prospect of M&S, the customer satisfaction responses can be collected from different
feedback forms and online questionnaires for assuring it’s after sales satisfaction statements. In
order to facilitate the customer review delegations, the study of different survey procurement is
essential for every company in the market. Survey questionnaires for the customers are included
with the possibilities of different arrangements with online survey questionnaires with different
social sites or some of the department malls surveys can proceed within the market. In the
considered case of M&S, the survey questionnaires are formed for the research. The email
surveys and phone surveys can be considered to research aspects of the company within
customer attitudes. Therefore, it can be said that the market survey is the very important aspect
of the business in order to recollect the knowledge of customer feedback and perceptions
regarding products and services.
4.2 Customer satisfaction survey designs and facilitation
The customer satisfaction survey is mainly based on the online survey questionnaires for 65
existing customers of M&S.
Question 1: How far do you accord with the convenience in M&S pricing strategy?
Options Response
Frequency
Response
Percentage
Total Respondents
Highly Accorded 20 31% 65
Accorded 15 23% 65
Neutral 14 21% 65
Disaccorded 11 17% 65
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Highly Disaccorded 5 8% 65
Question 2: How far do you agree with the fact that customer care services are active
resolving post purchase complication?
Options Response
Frequency
Response
Percentage
Total Respondents
Strongly Agree 10 15% 65
Agree 8 12% 65
Neutral 14 22% 65
Disagree 25 39% 65
Strongly Disagree 8 12% 65
Question 3: How are you satisfied with the product and service quality of M&S?
Options Response
Frequency
Response
Percentage
Total Respondents
Strongly Satisfied 28 43% 65
Satisfied 20 31% 65
Neutral 4 6% 65
Dissatisfied 8 12% 65
Strongly Dissatisfied 5 8% 65
Discussion:
From the above data, it can be said that satisfaction level of customers related with after sale
services are not found favourable for the consecution of the different aspects of the customers.
The conveniences for price inappropriateness are considered in context a sequential level of
customers within the market. The aspects of quality of the product, customers are highly satisfied
with the terms of their expectation. Therefore, it can be said that the different effects of low sales
revenue within M&S are because of high price and the poor customer after sales services within
the company.
4.3 Reviewing the completed survey success within Mark and Spencers
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The survey success appropriateness can be regarded by following the execution of company
detailed aspects within the market. As commented by Murray and Carter (2005, p.426), the
success of survey reviews can be done by facilitating the aspects of different work association
and growth related particulars, which the survey has been made. In order to review the success of
survey conducted for M&S are mainly inculcating data related to various questions from the
customers of M&S. As stated by Srivastava et al. (2001, p.779), the evaluation of data can be
possible feedback analysed by adopting overall knowledge regarding customer views for the
products and prices within M&S. The customers’ responses can accumulate the exact figure of
the M&S market evaluation can be possible within the survey questionnaire. The price strategies
and product evaluation are required for the survey complete success for M&C. Therefore, it can
be said that the success of survey is always helpful in order to evaluate exact construction of
facts regarding the research of business within the market.
Conclusion
From the above discussion, it can be concluded that marketing strategies and intelligence are
very important aspects for the company. In order to facilitate marketing strategies, there should
be the determination of proper marketing research from various sources and techniques within
the company. The surveys are prepared to confirm the attitudes of customers relating to different
levels of satisfaction within the business. The analysis of competitors is related to the segment of
determining status if the other related competitors within the same geographical structure. For
multinational companies, the aspects of different markets and competitors in worldwide basis are
considered within the research course and facilitate the segment of analysing strengths and
weaknesses of the company.
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