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Marketing Planning for Mark & Spencer : Report

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Added on  2020-01-07

Marketing Planning for Mark & Spencer : Report

   Added on 2020-01-07

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MARKETING PLANNING
Marketing Planning for Mark & Spencer : Report_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................5TASK 1 KEY ASPECTS OF MARKETING PLANNING PROCESS..........................................61.1 Changing perspective in marketing planning........................................................................61.2 Organizational capabilities for planning future marketing activities....................................61.3 Techniques for organizational auditing.................................................................................71.4 Internal factors for marketing planning.................................................................................8TASK 2............................................................................................................................................92.1 Explain and assess the main barriers to marketing planning faced by your organisation andexplain ideas to overcome each barrier for marketing planning..................................................9TASK 3 MARKETING PLANNING...........................................................................................143.1 Full marketing plan..............................................................................................................143.2 Importance of marketing planning.......................................................................................183.3 Product development and techniques..................................................................................193.4 Recommendations for approval of marketing plan.............................................................203.5 Factors that affect the implementation of plan....................................................................21TASK 4 ESSAY............................................................................................................................22CONCLUSION..............................................................................................................................23REFERENCES..............................................................................................................................24
Marketing Planning for Mark & Spencer : Report_2
LIST OF TABLETable 1 SWOT analysis for M&S...................................................................................................8
Marketing Planning for Mark & Spencer : Report_3
LIST OF FIGURES Figure 1: Company logo..................................................................................................................5Figure 2: Marketing mix................................................................................................................11
Marketing Planning for Mark & Spencer : Report_4
INTRODUCTIONMarketing planning is a comprehensive blueprint that helps to outline organizationalmarketing efforts. Marketing process can be realized by the marketing mix that used according toconditions of business environment. Marketing plan is generally based on the emerging trendsand impact o f internal and external factors that have significant impact on the planning. Thepresent report will provide the information about the changing perspective of that marketingplanning and evaluate the organizational capabilities for planning the activities as well as analyzethe impact of external factors that affects the planning of Marks and Spencer (M&S). This isBritish multinational retailer headquartered in the City of Westminster, London. Organizationhas specialization in the selling of cloth, home products and luxury food products. M&S is publiclimited company that operating the business in world wide area with more than 84000employees. The report will develop the market plan and analyze the essential elements ofmarketing planning process. Moreover, it discuss the factors that affect the implementation ofmarketing plan as well as explain the ethical issues that requires to be consider for implementingthe marketing plan to achieve the objective. Implementation of proposed marketing plan willhelp to encourage the performance of organization in target market. Figure 1: Company logo(Source: About Mark and Spencer, 2016)5
Marketing Planning for Mark & Spencer : Report_5
TASK 1 KEY ASPECTS OF MARKETING PLANNING PROCESS 1.1 Changing perspective in marketing planningAccording to the current scenario of the business environment, marketing is the criticalelement that has a direct impact on the business operation, branding and positioning of theorganization. Marketing is a process that influences the brand value and target customer groupdecisions. M&S is one of the leading brands in the British market of retail. However themarketing plan of organization is working effectively to create the awareness but the changes inthe process of marketing planning are influencing the global approach (Ellsworth and Ellsworth,2012). The changes in the global advertising and planning like the use of digital and internetservices, endorsement, sponsorship and promotional pricing have significant impact on theplanning of marketing. The changing perspective in the global marketing process is leading thestrategically changes in the marketing process. Apart from that use of 4 P’s in the global scenariohas adopted additional elements like features, benefits, packaging, and branding. The top management of the organization has to anticipate the changes according to the globalmarket to sustain the market position as well achieve the objectives. In addition to this,marketing planning has rejected the traditional approach and using the Push and Pull strategy toinfluence the decision of customers. This perspective is focused on creating the ways for thecustomer to provide the feedback and participate in marketing planning. For example, M&S iscollecting the feedback from customers by conducting a survey or through the website toanticipate the changes. This kind of approach is beneficial for an organization to analyze thechanges in the global marketing process as well perform the situational analysis to evaluate thechanges in the perspective of marketing (Fjell, 2009). This process involves the customerperception, emerging trends, technological and social development and the vision of M&S.These are major changes in current marketing trends that have positive and negative both impacton the marketing planning of the organization. 1.2 Organizational capabilities for planning future marketing activitiesThe role of the manager is to analyze the current conditions and effectiveness ofresources to plan the future strategy for marketing. Being a marketing manager of M&S,evaluation of existing capabilities is essential to make changes and craft improvement inadvertising activities. According to evaluation, the major strength of the organization is human6
Marketing Planning for Mark & Spencer : Report_6

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