Marketing Plan for Marks and Spencer

This report discusses the marketing plan of Marks and Spencer, including STP analysis, marketing mix, and recommendations for improvement in marketing strategy.

Marketing Plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
STP analysis of Marks and Spencer............................................................................................3
Marketing mix of Marks & Spencer...........................................................................................5
Recommendations on improvement in marketing strategy.........................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing means an action of promoting and selling products by the business enterprise
in order to attain their goals and target in an effective manner. The process by which the
companies use to promote their operations that outlines the different advertising strategies which
helps in reaching to their targets. It is very important for the company to prepare the marketing
plan so that it will be easy for the organisation to promote their products and services. This
report is discussed about the marketing plan of Marks and Spencer. M&S is the multi nation
retail brand of England. The headquarter is situated in London. It is the retail store which provide
the products such as cloths, food and beverages and home products. It was founded in 1884 by
Michael marks and Thomas Spencer. The company has more than 959 stores in United
Kingdom. The company has the vast market share in the competitive market with the help of
prominent marketing strategies for attracting their customers towards the brand (Atmaji, 2019).
This report has discussed about the STP planning and marketing mix. Lastly, the report has
discussed about the different suggestions which can be taken by the chosen organisation in order
to improve their marketing strategies.
MAIN BODY
STP analysis of Marks and Spencer
STP is the mode which helps the company to analysis their segment of market, target
their customer segment while adopting the different techniques of marketing campaigns tailored
to their preferences. It is the tool which helps the company to focus on breaking their customers
based on their small groups and develops the different strategies to reach to their targeted
audience (Butron Musaja, Mamani Gonzales and Mendoza Cutipa, 2017). The research says that
59% of customers are easily influenced by the personalisation influence and 44% of customers
says that this helps the customer to come back to the brand (The complete guide to STP
Marketing: Segmentation, Targeting and Positioning). It is the tool which helps the company to
plan their actions and decisions which helps them to target the customers and the ways to retain
them towards their product.
In UK there are several retailers existed in the market place which are the competitors of
the chosen organisation that is Marks and Spencer some of the competitors are like Asda, Tesco,
Next, Waitrose and partners, Macy's and many more are present in the market as the revivals.

These are the external factors which may affect the company and which was monitored by the
organised manner to build the satisfactory public relations with the company by their customers
(Cordero Escobar, Mamani and Iparraguirre Rodriguez, 2017). Marks and Spencer is developing
their brand in an manner so that they can attain the long run growth in future by satisfying their
customers in an effective manner. For this the company has develop some of the techniques
which are useful in order to maintain their production capacity and their supply capacity also.
For this, the report is discussing about the STP analysis to adhered their goals and also the
competitive advantages. The STP analysis with context to Marks and Spencer is being discussed
below:
Segmentation
Segmentation means a process where the whole market is divided into small groups on
the bases of their heterogeneous characteristic (Devia Rojas, Bazurto Guerra and Sánchez
Escobar, 2020). This is beneficial for the organisation to decide their focused area which will be
helpful in targeting their customers and satisfying their needs and wants in an effective manner.
This will be aided in enhancing their market growth in the competitive market. The company use
to adopt such methods which will be helpful in modifying their business. It is further divided into
four parts which are discussed below: Demographic segmentation: it is the segmentation which use to divide their customers
on the bases of their age, gender, income, qualification and other factors. Marks and
Spencer has used this tool in order to divide their customers on the bases of their income
so that they can just target the higher class of people towards their products and services.
They use pricing strategy as premium and according to0 which only they try to divide
their customers only which will be helpful for the organisation to direct attract them. Geographical Segmentation: it is the segmentation where division is based on country,
region, city and on the bases of other geographical areas. It is used when the company
wants to expand their business on the bases of their geographical area. With context to
Marks and Spencer, the company is already vaster their area with reference to
geographies. It is already a multi national brand which serves over the oceans. They use
city based divisions to expand their brand in other countries also. Psycho-graphic Segmentation: it is the type of segmentation which is based upon values
and lifestyle of the individuals who are targeted. With context to Marks and Spencer, it is

the brand which used to attract the premium customers and make them whole dependent
on lifestyle (Dominguez Mantilla and Gonzalez Gil, 2020). They are using this strategy
to make the positive image of their customers towards the brand. Behavioural Segmentation: this is segmentation which is based upon the behaviour of
their customers over the brand such as their taste and preferences, quality, fashion and
other factors. Marls and Spencer uses to focus on their quality of products which are
offered to the customer this helps the company in generating their brand image in the
marketplace. The company is also famous for fashionable clothing products over the
market.
Targeting
Marks and Spencer uses to run their business through ethical values. To maintain
sustainability the organisation has to chose the strategies which are helpful for them to orient
their market (Payne, Frow and Eggert, 2017). They need to set their goals on the bases of their
potentials. This model helps in analysing the threat and opportunities which can be faced by the
company in near future. To set the new targets the company has to adopt their effective planning
strategies which will be helpful to attain their future goals. This helps the customers to
concentrate in an specific manner so that they can avoid the other variations. This helps the
company to directly communicate with the targeted customers. This helps the company to
provide an effective measure to defeat their competitors.
Positioning
It is the kind of an tool which helps the company to decide their position in the market. It
talks about the position of brand in the minds of their customers. It is the manner which helps the
customers to differentiate their products from their revivals. It provides an distinct identity of
their products in the market (Irlán Carbajal, 2019). With the context of Marks and Spencer has
innovated their products of an quality with an ethical practices. This helps the customers to
promote their products and determine the needs and wants of their customers in order to satisfy
them. This helps the company to build an prominent image in the minds of other customers.
Marketing mix of Marks & Spencer
Marketing mix is an model which helps the organisations to organise the set of actions
which the company uses to promote their products and services. It revolves around the four

major aspects such as Product, Price, Place and Promotion. With context to the Marks and
Spencer the marketing Mix is explained below:
Product: Marks and Spencer provide different varieties of products such as men and
women wears cloths, kids, home related equipments, Furniture, food and beverages, gift and
hampers and many other products. The company use to provide attractive offers and discounts to
their customers so that this can help in enhancement of their sales in the festival seasons. It is
well known for their quality of products because of this only the customer has love towards their
brand. The organisation is also re-sorting the demands of their customers so that they can refill
their demands in an effective ways. The major focus of the organisation is to manage consistency
of their products which helps them to attract more customers and sustain the good position and
share in the market (Gao and et. al., 2020).
Price: it is the premium supermarket which uses medium and high range of price
products so that the medium and high section of the society can avail this. The company use to
offer high quality of products in lieu of their prices. When the company changes their price of
products then they use satisfy their customers about the changing in the cost of their products.
The brand use to deal with the upper class section of the society they emphasises on increased
quality of their products.
Place: With context to Marks and Spencer the company has formulated the chain of
products in 1884. they have more than 959 stores around UK and the company is operating in
more than 1463 locations. The company is also providing online platform stores such as on
Amazon, the own website of the M&S and many other this helps the customers to avail their
products from remoteness of areas (Prohens Barceló, 2018). This helps the customers to place
their orders from online platform it saves their time, cost of convince and other cost.
Promotion: The Marks and Spencer use to develop different techniques in order to
promote their products which helps them to attract their customers towards the organisation and
enhance their sale. The company has an eminent position at global level which provide separate
edges to the business in order to deal with the several issues. There are several methods which
can be used by the company in order to promote their products some of which are as follows: Advertising: With context to the Marks and Spencer, they use to promote their products
with the help of advertising on the occasion of every seasons this helps in enhancing their
sales. The company uses celebrity to grab the attention of the targeted peoples.

 Public relations: the Marks and Spencer try to establish healthy relationship with their
customers. The company use to take proper feedbacks from them so that they can resolve
their issues and provide efficient services. This helps the company to identify the loop
areas and further develop it in an effective manner (Hardy and et. al., 2017). To attain this
company uses ethical practices to maintain their customers. Direct and online marketing: for this the company uses different social media platforms
to promote their products (Talarico, 2017). They also uses this determine the different
trends going on in the market.
 Sales Promotion: it is the important tool which helps the customers to attract them
towards the product which is served by the company. This leads to the increase in their
sales. Like the company use to attract their customers by providing them special offers
such as free delivery services, discounts and many other.
People: Marks and Spencer has the workforce of more than 83000 people in their
organisation. The company use to pay special attention on their employees because they use to
treat them as an essential assets of the company. They uses different techniques to motivate them
which helps them to get the effective output from their employees.
Process: Marks and Spencer has many stores which has beautiful and attracted
infrastructure. They have divided every section properly. This helps the customer to search
directly for their needs.
Physical Evidence: Marks and Spencer has more than 1000 stores in over 50 countries it
is majorly working in UK. They have different stores which helps the customer to access their
stores in an effective manner.
Relationship marketing strategy used by Marks and Spencer
Relationship marketing is an approach which helps the organisations in enhancing their
customers loyalty and engagement in the organisation. These approaches are designed in order to
increase the direct communication with their customers this helps them customers to tell about
their desires needs and wants (Prasetyo, 2020). This is like the open communication with
customers which helps them a good communication to increase their retention. With context to
Marks and Spencer the company has developed so many strategies to communicate with their
customers easily so that they can provide better facilities to them. There are some strategies
which are followed by the company are as follows:

 Providing privileges to the loyal customers: the Marks and Spencer provide extra
privilege to their loyal customers this helps the company to keep their customers for the
long run (Kannan, 2019). The company use to treat their loyal customers in an different
ways. They use to conduct the events so that they can attract their customers. The main
objective of the company behind this is to maintain the effective relationships while full
filling their expectation in the desired ways. Provide Rewards to customers: Marks and Spencer use to provide extra rewards to their
customers in order to motivate them so that they can buy more goods from them (South,
2018). The company use to send rewards and thank you mail to their clients which makes
them feel like that are valuable customers of the organisation. This leads to the mouth
publicity which is beneficial for the organisation to grab the attention of their customers.
Such as surprise gift vouchers, food coupons and others.
 Promotional mails: The company use to adopt their promotional techniques with the help
of sending mails to their customers about the company 's future and upcoming offers. It
helps in establishing the direct communication between the organisation and their
customers. This is the strategies which is mostly utilised by the Marks and Spenser.
These are the several methods which is used by the Marks and Spencer which helps them
to understand the process to full fill the desires of their customers. This helps the company to
determine the competitive edges in market which helps the company to attain their targets.
Recommendations on improvement in marketing strategy
The chosen organisation of this report that is Marks and Spencer, is the enterprise which
actively take decisions and try to exhibit them in an effective manner attain their set targets. To
improve this there are some suggestion which helps the company to improve their strategies of
marketing some of them are as given below:
 With the current trends in the market the company use to develop their strategies of
digital platform (Mathew and Soliman, 2021). As these are the platform which helps the
company to handle their customers in an effective manners along this it is helpful in
satisfying their needs and wants. Marks and Spencer uses to develop online platforms for
their customers so that they can access to their stores from remoteness of areas. This will
leads to enhancement of their sale. These platforms helps the company to take the

feedbacks of their customers and helps in eliminating the negative publicity on the social
media platform.
 The Marks and Spencer should provide their products for every class of the people so that
they can also avail their products at their range. The company should not discriminate
them on the bases of their source of income. This leads to defeat their competitors in the
market in more effective manner.
 The Marks and Spencer must organise different promotional techniques to attract their
customers. This will enhance their sale and helps in building the positive brand image in
the market.
 The Marks and Spencer is not investing huge amount in their promotions programs which
leads to failure of their ongoing techniques due to which they are not able to attain their
goals in an specific manner. This helps in increasing the market image of the company
and helps in the long run growth (Rosnerova and Hraskova, 2021).
 To deal with the challenges of the market the company has to develop those some
techniques so that they can survive in the long run and satisfy their customers also. This
helps them to compete their competitors in an more effective manner.
The above mentioned are some of the strategies which are helpful for the companies to
develop their working efficiency so that they compete their revival companies in an effective
manner. This leads to attain their goals with the enhancement of marketing strategies in an
sufficient manner (Vodă, 2020). With the above mentioned suggestions the company has to
provide prominent services to their customers so that they can satisfy their needs and wants in an
specific manner.

CONCLUSION
With the above mention report, it can be concluded that marketing strategies plays an
significant role in the promotion of the business functions which leads to the growth of
organisation. These helps the business to deal with their marketing strategies and other objectives
of the company. With regards to the business of Marks and Spencer, the company uses various
robust which are helpful in enlightening the objective of the business and helps in reaching at the
top stage in the market. The company also uses marketing mix which will be helpful in attaining
the main objective of the companies in an effective manners. Further, the marketing plan has
explained in this report which includes the plans and outlines of the business which helps them to
deal with the competitors in the market. It helps to obtain the better position in the marketplace.

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