Marketing Assignment | Marketing Planning Assignment

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
QUESTION 1Process of online marketing planning.......................................................................1
1. Setting vision and mission:................................................................................................1
2. Market audit:.....................................................................................................................1
3. SWOT analysis...................................................................................................................3
4. SOSTAC model:.................................................................................................................3
5. Marketing objectives and strategy:.....................................................................................4
6. Core Strategy:....................................................................................................................5
7. Marketing- mix decision:..................................................................................................5
8. Budget:...............................................................................................................................6
9. Implementation plan:........................................................................................................6
QUESTION 2 Need and techniques to control marketing activities...............................................7
QUESTION 3 Role and Skills of marketing manager and efficiency in handling marketing.........8
REFERENCES..............................................................................................................................10

Executive summary
The process of online marketing has become of very dynamic nature for the users. The
companies are needed to get familiar with the latest online marketing tools in order to improve
the services constantly and to stay more connected with the consumers. The purpose of this
research report has been to understand the process of marketing planning for the companies. For
that purpose Marks & Spencer have been taken into consideration. The report has shown the
application of different kinds of business and marketing models within the business operations.
The report has concluded that for the planning, understanding of the market conditions is very
essential. This will help in achieving the competitive advantages over the competitors.

INTRODUCTION
Online marketing is a process of building communication between organization and
consumers to develop goodwill of the company by inducing them to buy products or services
through internet. To do a proper marketing of any particular good or service, a number of steps
are to be followed. The present research report is based on Marks and Spencer which is a retailer
organisation serving worldwide for hundreds years. It deals in luxurious clothes, home-wares and
high quality food as well. So the following assignment will help to understand the procedure of
marketing planning. Further, critical evaluation of need and techniques will be discussed.
QUESTION 1Process of online marketing planning
For planning marketing process, M&S follows a systematic procedure which is as
follows:
1. Setting vision and mission:
Company has a clear vision to become a milestone in the retail industry. Further, the
mission is to provide best quality products to the customers by bringing continuous innovations.
Besides this, it takes care of interest of its stakeholders as well and also provides maximum
returns by increasing sales. Further, cited organisation considers its employees as an important
part for achieving success of the organization. The above mentioned vision and mission guides
the firm in making strategy to move ahead in achieving those objectives.
2. Market audit:
As the M&S deals in various products, hence it has to keep track of number of factors.
For audit purpose, internal and external environment has to be scanned (Baker and Saren, 2016).
Five M and PESTLE analysis will help to carry out the auditing in a better way:
Five M model- This model comprises of following 5 Ms-
 Men- Men or employees of the firm do the tasks and operations so their efficiency affects
the functioning of the cited organisation. More potential employees can be hired to make
the appearance of site attractive.
 Material- The raw and finished goods used in firm belong to the company so there is less
chance of faults in materials. Besides this, high quality materials are used in products this
can be highlighted on website to promote goods online.
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