Effective Marketing Strategies and Supply Chain Management

The provided assignment focuses on the retail business strategies employed by Marks and Spencer (M&S), including competitive pricing, strategic direction, and digital marketing communication channels. The report highlights the significance of effective marketing in creating a brand image and achieving success in the market. Additionally, it emphasizes the importance of supply chain management, using key performance indicators to maintain best practices and gain high competitive advantages.

Marketing planning and
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
STRATEGIC DIRECTION.............................................................................................................1
Source 1: Business model and strategy.......................................................................................1
Source 2: The importance of capabilities for strategic direction and performance....................2
Source 3: Marketing strategy help to win competition...............................................................2
Source 4: Customer driven marketing strategy: creating value for target customers.................2
PRODUCT, SERVICES AND BRANDING..................................................................................4
Source 1: Building value based branding strategy......................................................................4
Source 2: Winning in service market series ...............................................................................5
Source 3: Build a brand identity in competitive market.............................................................5
Source 4: Build customer value..................................................................................................5
PRICING AND COSTING..............................................................................................................7
Source 1: Study on online price differentiation..........................................................................7
Source 2: Different pricing strategy for global market...............................................................7
Source 3: To evaluate the prices.................................................................................................7
Source 4: Price dynamics with customer markets......................................................................7
MARKETING COMMUNICATIONS...........................................................................................9
Source 1: Marketing communication: brands, experience and participation .............................9
Source 2: digital marketing communication...............................................................................9
Source 3: Role of digital channel in marketing communication..............................................10
Source 4: Role of integrated communication in business process............................................10
MARKETING, CHANNELS, SUPPLY CHAIN AND LOGISTICS..........................................11
Source 1: Distribution strategy In marketing............................................................................11
Source 2: Retail supply chain design under operational and disruption risk............................12
Source 3: Supply chain management in marketing...................................................................12
Source 4: theoretical framework for better supply chain performance.....................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process in which the company promote their products in market, that is
why every company should have proper planning strategies. The report main aim is to describe
the marketing planning and its management in the working area. The chosen firm for this report
is Marks and Spencer which is one of the leading brand in UK and currently it is facing
challenges at e-commerce. The report describes the alternative strategic direction for the firm and
describe the decision involved in product, branding, pricing, marketing communication and
supply chain, logistics.
Reading list 1:
Jamil, G. & Berwanger, S. G. (2019). Choosing a Business Model: Entrepreneurship, Strategy
and Competition. In Handbook of Research on Business Models in Modern Competitive
Scenarios (pp. 1-20). IGI Global.
Akter, Shahriar. & et.al., (2018) "How to improve firm performance using big data analytics
capability and business strategy alignment?." International Journal of Production
Economics 182 (2016): 113-131.
Birudavolu, S. & Nag, B. (2019). Winning the Competition. In Business Innovation and ICT
Strategies (pp. 313-338). Palgrave Macmillan, Singapore.
Hollebeek, L. D. & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer
Engagement, Trust, and Value: Framework, Fundamental Propositions, and
Implications. Journal of Interactive Marketing. 45. 27-41.
STRATEGIC DIRECTION
Source 1: Business model and strategy
Abstract: This helps to describe sudden change in innovative business environment
creates impact upon the effectiveness of a business model and this further assist that how Marks
and Spencer will develop strategy to keep the business competitive in this modern era.
Methodology: At the time of describing the idea, the author uses different case studies
and real life example. In the report, there is also an extensive list of secondary academic sources
as well.
Conclusion: In summary, by using Business model, Marks and Spencer will easily
capture the value through providing value proposition for their customers. Further, the
components also develop the strategy that brings sustainability against their rivals.
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Source 2: The importance of capabilities for strategic direction and performance
Abstract: This source helps to describe the relationship between capabilities for strategic
direction and organizational performance.
Methodology: In this, both primary and secondary research is used in which primary
data in relation to hypothesis research i.e. information related to firm.
Conclusion: The conclusive summary is that strategic direction has different implication
upon the financial performance, customer's needs and levels of innovation. Therefore, it is
necessary to determine strategic direction in effective manner to gain high competitive
advantage.
Source 3: Marketing strategy help to win competition
Abstract: The text provides overview of marketing strategy that is need to compete in
the global market. Through the strategy, Marks and Spencer will have used the technique to
position itself.
Methodology: The author used secondary data source in order to describe the marketing
strategy.
Conclusion: In summary, it concluded that strategic marketing is centre of overall
business process and company uses different variety of strategies such that promotion, physical
distribution to make it brand superior in market.
Source 4: Customer driven marketing strategy: creating value for target customers
Abstract: This text help to describe the process of customer driven marketing strategy
such as segmentation, positioning and target customers to push for a maximum competitive
advantages.
Methodology: Author uses models and ideas effectively through secondary data
resources.
Conclusion: In summary, for target customers and creates value, there are different types
of segmentation are used that gives an insight to the vast database of potential consumers
businesses.
Strategic direction in the context of M&S
The quoted firm is facing the issue of excelling at e-commerce and that is why it is
essential that a strategic direction for a firm is correctly applied. Therefore, firstly, the company
should research regarding their value proposition and then M&S has to re-evaluate their value
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proposition to continue their innovation. It has been analysed that customers want to have great
experience at the time of purchasing. Therefore, a good strategic direction will help to lead a
business towards success (Cassidy, 2016). To be a source of competitive advantages, a business
model is also applied to a company that helps to meet the customer’s needs. Further it is quite
essential that M&S ensures the ideas, assets and resources which are required to solve the current
problem which the quoted firm is facing.
The three strategic marketing techniques that can be used by the company to understand
as to why the products are mainly designed:
Segmentation: It helps to maintain sustainability in the business. As per demographics,
the company divides their audience into age, gender criteria. On the basis of geographically, the
firm is divided the customers through country, region and state. Next is psycho-graphic, where
the public are divided into their own characteristics, traits and lifestyles. Thus the company is
facing an issue of e-commerce, therefore, it has to be very specific when It choose the people on
the basis of above factors.
Positioning: The company's products are at high range but it only did not provide e-
commerce facility to their customers that affect the business performance (Grant, 2016). For
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Illustration 1: Business model
(Source: business model, 2018)

instance, it has to plan their product as per the needs of their customers. It also did not follow the
fashion brand therefore, it is a need to concentrate on the customer’s choice more and then on
price list.
Targeting: The company main target people are all age group people because it has wide
variety of clothes for all age group people and for a firm, calculating the threat and opportunities
for an organization is essential. Thus it has to be evaluate in order to determine the gain during
the particular year. On the other side, if the target is not achieved then there is a need to think
alternative strategy.
Reading list 2:
Kara, A. & Arslan, G. (2019). The Power of Associations in Creating, Building, and Sustaining
Brand Value. In Brand Culture and Identity: Concepts, Methodologies, Tools, and
Applications (pp. 1466-1481). IGI Global.
Yerpude, S., Singhal, T. K., & Rathod, H. R. (2019). Achieving Service Process Excellence
With Connected Customer: A Winning Approach. International Journal of Information
Systems and Supply Chain Management (IJISSCM).12(1). 66-80.
Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.
Yrjölä, M. & et.al., (2019). Leading Change: A Customer Value Framework. Leading Change in
a Complex World: Transdisciplinary Perspectives.
PRODUCT, SERVICES AND BRANDING
Source 1: Building value based branding strategy
Abstract: This text describes how many marketing functions are used by the company
except over- investing in an advertising. Further, through branding, the company creates positive
impression upon shareholders as well.
Methodology: The wide range of secondary data is used and also used model to present
it in nice manner.
Conclusion: In summary, author emphasises the branding over the business position and
the firm develop strategy to face the challenges rather than over- investing in value proposition
as it may damages the brand.
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Source 2: Winning in service market series
Abstract: This helps to describe how a core product is depend upon the supplementary
services that also help to creates sustainable business. Using different examples, it also describes
to win the market, it must have best brand image.
Methodology: The author uses secondary sources in order to determine the win in
service market, the company has to develop brand.
Conclusion: In Conclusion, the company has to develop brand image and provide best
quality of products which deliver the right benefits for the customers that can be enhanced
through supplementary services.
Source 3: Build a brand identity in competitive market
Abstract: This summarises some key points that helps to build the brand identity and it
also determine the reaffirmation in order to understand the important terminology that is linked
to marketing and branding.
Methodology: The secondary data is used to determine the concept of brand for a
company In this competitive world.
Conclusion: The successful branding helps to maximising the profit and even there are
many characteristics of a brand such as logo, symbol and online business that help to creates
positive impact upon the business performance.
Source 4: Build customer value
Abstract: This outlines the classification of a products and services and also shows the
relationship with management of a branding and strategic branding opportunities as well.
Methodology: The author uses secondary data sources in order to determine the
importance of brand value.
Conclusion: In summary, products and services help to roll over the controlling brand
equity and also provides exceptional services to their customers as well. The product which are
offered should also meet the demand of the customers.
Products, services and branding In the context of M&S
As Marks and Spencer faces the issues of developing online or e-commerce business and
the issue needs to be solved because it helps to creates brand image in other country. On the
other side, to cope up with this, there is a need to take some strict decision as well that helps to
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creates good impression upon the customers. For branding, there is a need to apply CBBE model
and through a brand image, there is a chances to build customers value and this is as mentioned:
Brand identity: The quoted firm have a brand image as it operates its unit at different
level but it must have its unique selling proposition tool that helps to identify the results. Even
the research of market should be gain by exploring different market segments need. Further, the
firm should also use promotional activities to gain branding (Dinnie, 2015).
Brand meaning: It can be determined only by identifying the experience which
customers have at the time of their first shopping. If the products met the needs of their
customers then it shoes the brand loyalty.
Brand Response: It can be done when the company offers the best quality and then
customers make their judgement. Their responses also fall innovation, trustworthiness and
likeability as well. Therefore, Marks and Spencer also have such a branded quality of products
and have superiority from other brand as well. Thus, the response from the customers is good.
Brand Resonance: The company's customers connections are also strong because of low
pricing of the offered products. For the same reason, it also offered different discount vouchers
and keep using modern promotional tool to engage with their customers (Kent and et.al., 2018).
Apart from this, the company also offer vouchers to their regular customers for their repeat
purchase and this leads to sit at the top of brand equity pyramid.
Reading list 3:
Fassnacht, M., & Unterhuber, S. (2016). Consumer response to online/offline price
differentiation. Journal of Retailing and Consumer Services. 28. 137-148.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Busso, M., & Galiani, S. (2019). The Causal Effect of Competition on Prices and Quality:
Evidence from a Field Experiment. American Economic Journal: Applied
Economics.11(1). 33-56.
Paciello, L., Pozzi, A., & Trachter, N. (2019). Price dynamics with customer
markets. International Economic Review.60(1). 413-446.
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PRICING AND COSTING
Source 1: Study on online price differentiation
Abstract: This help to determine the price differentiation using online medium. Further,
the text also helps a business to deal with fair means and also discuss detail price differentiation
in the terms of marketing.
Methodology: Uses secondary data of sources when describing the online price
differentiation
Conclusion: In summary, the use of advance technology also helps to promote the
business towards success. That is why there is a need to use the online business for Marks and
Spencer by targeting specific demographic people and segments of the customers as well.
Source 2: Different pricing strategy for global market
Abstract: This provides an overview of international pricing strategies for those firm
who operates at global level. This also provides a significance why the global market adopts
different international marketing pricing strategy to better leverage their product on marketplace.
Methodology: The author uses different theory and all secondary sources are referenced
clearly as well.
Conclusion: From the academic text, it determines the importance of optimizing
international pricing strategies and through framework, it describe the ongoing relationship
between price setting strategy and determine the importance of price for a product.
Source 3: To evaluate the prices
Abstract: This academic text shows the relationship between retail prices, perception of
a branding and pricing strategies in the context of a company.
Methodology: The author also uses secondary data and all the references are also used in
it.
Conclusion: In conclusion, it clearly shows, that big firm uses pricing strategy to attract
customers and for the users, price differential is not only concept to determine the brand choice
but they also care about the quality as well.
Source 4: Price dynamics with customer markets
Abstract: This mainly outlines the concept that is relating to pricing strategy and also
helps to understand how and why the firm's prices are set for the business benefit.
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Methodology: Author uses correct references at the time of using secondary sources and
even models are also implemented.
Conclusion: Pricing is one of the most important key element that target customers and it
is also essential for the company to keep changing their prices and also maximizes the profit
because it helps to increases the financial performance of a firm.
Pricing and costing for the context of Marks and Spencer
Pricing strategy is quite important and it should be considered, in the same way, Marks
and Spencer should also use different pricing strategy for their new and innovative product. It is
also recommended to the company to use competitive pricing strategy that also helps to gain
high competitive advantage as well (Breugelmans and Campo, 2016). It is also analysed that
more than 80% of the companies improve their pricing strategies and this is so because of
decreasing pricing power and increasing pricing power. It has been analysed that price is
considered one of the most affecting factor and many times the customers also make
psychological assumptions as well related to the product. There are three types of pricing such
as:
Skimming: This is one of the most common strategy use in product life cycles, in this a
product is set a price that lower over a time but actually it is set high this is so because the brand
has asking power from customers.
Market Pricing: It means product's price in relation to same product which are already
in market.
Penetration: It means when the product price is kept low in order to attract customers
and provide them better customer experience. The same is also adopted by Marks and Spencer as
well.
Apart from this, the pricing decisions are based upon some factors as well such that price
setting power, market needs and the financial needs (Flores‐Fillol, Iozzi and Valletti, 2018).
Thus, it has been analysed that using this, how much purchase did M&S will have as compared
to their rivals. Apart from this, there should be a consideration for all the possible changes
related to pricing models. This further make sure that the customers are not only limited to
accessing the value proposition and even the company also provide discount offers by alternative
pricing models to attract wide range of customer's towards them.
Reading list 4:
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Fill, C. & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Domazet, I. S., & Neogradi, S. (2019). Digital Marketing and Service Industry: Digital
Marketing in the Banking Industry. In Managing Diversity, Innovation, and
Infrastructure in Digital Business (pp. 20-40). IGI Global.
Karjaluoto, H., Mustonen, N. & Ulkuniemi, P. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.30(6). pp.703-
710.
Pavenkov, O. & Rubtcova, M. (2019). The Role of Integrated Communications in Business
Processes. In RF-360th International Conference on Management, Economics & Social
Science-ICMESS..
MARKETING COMMUNICATIONS
Source 1: Marketing communication: brands, experience and participation
Abstract: This article provides an overview of marketing communication in the context
of a brand and customer experience. Further it shows the importance of market communication
that helps to increases the sales and profit for a firm.
Methodology: a variety of secondary resources are used with proper references and helps
to determine the importance of marketing communication
Conclusion: In summary, it helps to describe the importance of marketing
communication and by using effective marketing communication channels the company creates
positive impact upon the company's financial performance.
Source 2: digital marketing communication
Abstract: This Journal provide the overview of digital marketing communication in the
working area and shows the benefits of this marketing communication strategy in the workplace
as well.
Methodology: the author uses proper references while describing digital marketing and
uses secondary sources.
Conclusion: in summary, the digital marketing communication helps to reduce the extra
cost of the company and also concluded that it relies on the modern setting of financial services
of marketing.
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Source 3: Role of digital channel in marketing communication
Abstract: The journal provides role of digital channel in marketing and its positive and
negative outcomes in the context of a company. Further, it also shows that digital marketing
provides B2B and B2C services.
Methodology: Proper framework is also used to describe the role of digital channel and
author also uses secondary data with proper referencing.
Conclusion: in conclusion, it shows that the role of digital marketing communication is
wide on the business operations such that it creates positive impact upon business. Further, it
also shows that in marketing communication, digital advertisement is best promotional tool that
link customers to the company.
Source 4: Role of integrated communication in business process
Abstract: In this Journal, it provides the significance of communication in a business
process and also describe that this helps to promote the business products into different region of
the country.
Methodology: For this, author uses secondary sources and proper references are also
used for the same.
Conclusion: In summary, the marketing communication are helpful to lead a business
toward success because through effective marketing communication process, company can easily
promote their products in market. This further creates positive impact upon the company by
raising financial performance of a business.
Marketing communication in the application of Marks and Spencer
In order to create another market success, the quoted company has to use market
communication so that it will help to promote the products into market and it directly affect the
business in positive way (Luxton, Reid and Mavondo, 2015). Apart from this, there are different
variety of market communication method which can be used by the Marks and Spencer but
among all digital marketing channel is best because it helps to reach wide range of customers in
single way. It also helps to attract new customer and leave positive impression of the company at
global level. In addition to this, as the listed company faces issues regarding the e-commerce that
is why it is also suggested to use online marketing that helps to raise its financial performance.
Beside this, it has been analysed that using effective marketing communication, the exact
message is delivered to the customers and in the same way, Marks and Spencer is also using
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different variety of marketing communication channels and among all, digital marketing is good
and it also helps to cope with the issue which the company is currently facing. In this competitive
era, the company also faces high competition in market and also uses competitive pricing
strategy, but to let people know about new products and services is also essential and this Is
possible by using best element of marketing communication i.e. digital marketing (Kellaris and
Machleit, 2016). In this, the company uses social media and keep update about the new offers
and discount on particular products which further helps to attract wide range of customers and it
directly affect the business performance and its operation in well manner.
Reading list 5:
Moretti, L. (2019). Introduction to Distribution Strategy. In Distribution Strategy (pp. 1-17).
Springer, Cham.
Sadghiani, N. S., Torabi, S. A. & Sahebjamnia, N. (2015). Retail supply chain network design
under operational and disruption risks. Transportation Research Part E: Logistics and
Transportation Review. 75. 95-114.
Ellram, L. M. & Murfield, M. L. U. (2019). Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management.
Anand, N. & Grover, N. (2015). Measuring retail supply chain performance: Theoretical model
using key performance indicators (KPIs). Benchmarking: An International Journal.22(1).
135-166.
MARKETING, CHANNELS, SUPPLY CHAIN AND LOGISTICS
Source 1: Distribution strategy In marketing
Abstract: In this book, it provides an overview of a distribution strategy in a marketing
and shows the importance in the context of a company. It also provides the importance of
marketing, channels and supply chain in an industry that helps to perform better in its future.
Methodology: The author uses secondary data in order to determine the significance of
distribution strategy in marketing and also uses proper referencing as well.
Conclusion: In Summary, it shows the impact of effective distribution channel will help
a business to reach at large mass of people through one stroke. It has been further analysed that
using a well and strong distribution channel, the company can easily affect the overall business
performance in proper way.
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Source 2: Retail supply chain design under operational and disruption risk
Abstract: The journal provides the supply chain design that provides the both positive
and challenges. Further, in this section, it shows the network of supply chain design and its
importance In the context of the company as well.
Methodology: the author uses secondary data in order to describe supply chain design
under operational and disruption risk in marketing and also uses proper referencing as well.
Conclusion: in summary, it has been cleared that the system will be run effectively only
when the retail supply chain design is proper and he company's capabilities and asset should also
have the power that also minimizes the disruption of risk in the working area.
Source 3: Supply chain management in marketing
Abstract: From this Journal, the section describes the importance of supply chain
management in marketing and also shows benefits of effective supply chain management in the
working area.
Methodology: the author uses secondary data in order to determine the significance of
distribution strategy in marketing and also uses proper referencing as well.
Conclusion: In conclusion, it has been determined that through effective supply chain
management system, the company will easily raise its financial performance and through
effective planning and management, the system also raise its image as well at international level.
Source 4: theoretical framework for better supply chain performance
Abstract: In this Journal, describe the theoretical framework that help in better supply
chain performance and also describe the significance of an effective supply chain management.
Methodology: in this section, author uses theoretical model that helps to describe the
importance and also uses secondary sources with proper referencing.
Conclusion: in conclusion, it has been cleared that using a model, which also creates
positive impact upon the company and further, by using better supply chain management system,
the quoted firm also raise its financial performance and reach large mass as well.
Marketing, channels, supply and logistics in the context of Marks and Spencer
An effective supply chain management, the working performance of Marks and Spencer
will be enhancing and creates positive impact upon the operations as well. It has been cleared
that the quoted firm operates its unit at international level and by opting best supply chain
management, the company also effectively provides the products as per their customer’s needs
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(Sanchez Rodrigues, Harris and Mason, 2015). Apart from this, it has been further analysed that
it has good and effective supply chain management system across world but it does not operate
in online mode. On the other side, if it done so, then it will be more beneficial for the firm to
sustain its brand image in market.
In addition to this, to analyse better supply chain performance, the firm also used Key
Performance Indicator that assist to determine the current situation of a business. This also helps
to measure the value that shows how effectively a company is achieving the objectives. It has
been further analysed that this model also helps in employee engagement and also connect the
employees from the organization (Ayers and Odegaard, 2017). Apart from this, this key
performance indicator also help in better supply chain management system which directly creates
impact upon company's overall performance
CONCLUSION
By summing up above report, it has been concluded that an effective marketing helps to
provide brand image in market. From the study, it has been concluded that better strategic
direction provides a way that helps to lead a business in further level of success. Further, using
competitive pricing strategy, the company also creates another market of success. In addition to
this, Marks and Spencer also uses competitive pricing strategy in order to gain high competitive
advantages and also uses digital marketing communication channel to promote the products into
market. Lastly, M&S also uses different key performance indicators in order to maintain best
supply chain management system.
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REFERENCES
Books and Journals
Ayers, J. B. & Odegaard, M. A., (2017). Retail supply chain management. CRC Press.
Breugelmans, E., & Campo, K. (2016). Cross-channel effects of price promotions: An empirical
analysis of the multi-channel grocery retail sector. Journal of Retailing.92(3). 333-351.
Cassidy, A. (2016). A practical guide to information systems strategic planning. Auerbach
Publications.
Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.
Flores‐Fillol, R., Iozzi, A. & Valletti, T. (2018). Platform pricing and consumer foresight: The
case of airports. Journal of Economics & Management Strategy. 27(4). 705-725.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Kellaris, J. J. & Machleit, K. A. (2016). Signage as marketing communication: A conceptual
model and research propositions. Interdisciplinary Journal of Signage and
Wayfinding. 1(1).
Kent, A. & et.al., (2018). Branding, marketing, and design: Experiential in-store digital
environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-
298). IGI Global.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising.44(1). 37-46.
Sanchez Rodrigues, V., Harris, I. & Mason, R. (2015). Horizontal logistics collaboration for
enhanced supply chain performance: an international retail perspective. Supply Chain
Management: An International Journal. 20(6). 631-647.
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