Marketing Plan of Marks & Spencer

Marketing plan of Marks &
Spencer

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Table of Contents
Introduction.................................................................................................................................................2
Purpose of the report...............................................................................................................................2
Structure of the report..............................................................................................................................2
SMART international marketing objectives................................................................................................3
Market entry mode of entering into a new market.......................................................................................4
Segmentation and target customer...............................................................................................................5
Segmentation...........................................................................................................................................5
Targeting.................................................................................................................................................5
Branding in cross-culture setting and positioning strategy..........................................................................6
Marketing mix.............................................................................................................................................9
Product....................................................................................................................................................9
Price......................................................................................................................................................10
Place......................................................................................................................................................10
Promotion..............................................................................................................................................11
People....................................................................................................................................................11
Process...................................................................................................................................................11
Physical evidence..................................................................................................................................12
References.................................................................................................................................................13
Appendices................................................................................................................................................15

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Introduction
Purpose of the report
The primary purpose of the report is to provide a marketing plan of the Marks & Spencer firm
that operates in London, United Kingdom. It is a multinational retailing company who is going to
expand its business in Thailand only. Formerly the company is going to expand its business in
Jamaica, Argentina, and Thailand but among them, considering the low financial risk and growth
rate, the firm decided to expand its business in Thailand. For expanding the business in the
international market, it is necessary for the firm to understand the market entry mode, branding
and positioning strategy, and the marketing mix that should be suitable for this retailer company.
In addition, the main reason for this study is to understand the market structure as well as the
consumer needs of Thailand. After realizing this, it will be easier for the firm to make an
appropriate strategy by which they can easily manage their consumers and increase their
performance in this country market.
Structure of the report
The overall structure of the report is divided into five sections, which will help the firm to make
the marketing plan as an appropriate way. Section wise research will also help the reader to
understand each topic briefly as it provides equal emphasis on each part of the content.
Section 1: Objectives
In this section, the objectives of entering into an international market by Marks and Spencer has
been discussed. Along with this, SMART objectives will be provided that can help the reader to
understand the reliability of their goals in the international market.
Section 2: Market Entry Mode
With the help of this section, a brief explanation regarding the international market entry mode
has been provided that should be suitable for this firm. A proper explanation has been provided
regarding the reason for this particular entry mode.
Section 3: Segmentation and target customer
In this part, an idea regarding the targeted consumer base as well as the segmentation of Marks
and Spencer in relation to the international market, is provided. With the help of this

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segmentation and target consumer, the firm can gain a high competitive advantage in the
Thailand market.
Section 4: Branding and Positioning
The section will demonstrate about the branding and positioning strategy of Marks and Spencer
in the foreign market of Thailand. Various model and positioning map has been used in defining
both the strategies of this firm.
Section 5: Marketing Mix
This is the last section of the report that demonstrates the efficient and effective marketing mix
that has been appropriate for this firm in the foreign market. The marketing mix is provided in
such a manner that it helps the firm to reach its target consumer segment and achieve their
branding in the chosen international market.
SMART international marketing objectives
Specific: To deliver superior quality of innovative products to the customers. The reason behind
this is to increase the reliability and satisfaction level of the consumers towards the company’s
offerings. Delivering superior quality with some additional discounts at special occasions will
attract a large number of customers towards the organization.
Measurable: To measure the growth of the firm by 37.5% percent at the end of 6 months. The
use of different promotional tactics will be used for promoting the product.
Achievable: To increase the customer base by 33% at the end of 6 months. This will help in
evaluating the productivity and profitability of the organization throughout the competitive
market areas.
Realistic: To increase the turnover of the firm by 21% at the end of the third quarter of the
current year. This will boost the competitive position of the firm among all its competitors. The
achieving of 21% of the turnover will increase the market share of the organization within the
competitive market areas.
Time-bound: To increase the growth of the firm among its competitors by the end of 12 months.
The entire marketing objectives need to be achieved within the mentioned time frame.