Marketing Plan for Marks and Spencer

Marketing Plan

Executive Summary :
Overall game plan of a business to reach the expected targets of consumers to make them
customers of particular product or services, is known as marketing strategy. Marks and Spencer
(M&S) is the company chosen for analysing the marketing strategies. This company is a retailer
company with the speciality in selling clothes, food and home products. This report will be
focusing on all the factors responsible in improving and maintaining the business sustainability
in the market. With the help of STP analysis this project provides brief about the segmentation,
targets and positioning required for the marketing strategy of M&S. By explaining about the
marketing mix and the 4Ps of products and 7Ps of services this project enlightens the objectives
of the strategies of Product, Price, Place, Production, People, Process and Physical Evidence.
With proper explanation this project determines the needs of these strategies for M&S company.
These strategies are required for improving the business of a company, which proves how
essential they are for a business. This project uses Relationship marketing strategy to understand
the relation between customers and the business. The main aim of this project was to recommend
the best addition or changes to these strategies for improving the business of M&S. These
recommendations consisted of changes and implementation of certain processes for improving
the business of M&S.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
STP Strategies for the chosen organization.................................................................................4
Marketing Mix for Mark and Spencer.........................................................................................7
Relationship marketing strategy and recommendation...............................................................9
Recommendation.......................................................................................................................10
CONCLUSION.............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as the process through which an organization communicates create
and exchange offerings which has value for the customers and organization itself (Liu, 2017).
Without emphasis on marketing practices it can be impossible for the organization to reach out
its potential customers and to gain competitive position. For effective application of marketing
principles, it is necessary that organization must conduct an analysis of its target customers and
business goals. The report will provide a critical evaluation of marketing strategy of Marks &
Spencer (M&S) that how marketing has been utilized by organization to become a leading global
retailer. M&S is a global clothing and house hold retailer which has head quarter in United
Kingdom. Organization has marked its global presence via successful marketing and supply
chain. The report will discuss the application and effectiveness of marketing approaches used by
organization to achieve success. It will also assess the significance of relationship marketing in
improving the brand value and customer experience.
MAIN BODY
STP Strategies for the chosen organization
M&S is a British retailer company with the speciality in selling clothes, food and home
products. M&S was founded in 1884 by Michael Marks and Thomas Spencer. M&S currently
owns 959 stores in the whole UK(David, 2020). Majority of those stores sell only food products.
STP strategy is crucial for understanding the behavioural pattern of an organization.
M&S as a retailer company uses STP strategies for understanding the customers and developing
such products which the customers can relate with. STP consists for three parts Segmentation,
Targeting and Positioning (Zhang and Wang, 2019).
Segmentations :
Segmentation is the division of market into different part or segments in different order.
Recognition of potential customers is very important for a company in order to increase its sale
(Gómez and Pérez, 2018). Therefore, segmentation is done in different categories according to
age, income status, location and behavioural characteristics.
Demographical -
M&S has to consider demographical segmentation in various types such as Age, which
includes all the categories of age group that are part of the customer base to M&S. This gives the