Effective Marketing Strategies for a Competitive Edge

The provided content appears to be a list of references used in an academic assignment or research project on marketing and related topics. The references include books, journals, and online sources that cover various aspects of marketing, such as principles, internationalization, sustainability, entrepreneurship, and social marketing. The references also touch upon specific themes like market orientation, firm performance, and customer equity growth. Overall, the content seems to be a comprehensive collection of scholarly works related to marketing.

MARKETING
PRINCIPLES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
2.1.................................................................................................................................................5
2.2.................................................................................................................................................6
2.3.................................................................................................................................................7
2.5.................................................................................................................................................7
TASK 3............................................................................................................................................8
3.1.................................................................................................................................................8
3.2.................................................................................................................................................9
3.3...............................................................................................................................................10
3.4...............................................................................................................................................10
3.5...............................................................................................................................................11
TASK 4..........................................................................................................................................11
4.1...............................................................................................................................................11
4.2...............................................................................................................................................12
4.3...............................................................................................................................................13
CONCLUSION..............................................................................................................................13

INTRODUCTION
Marketing is considered as communicating the value of product, service and brand to the
consumers in order to promote product so that organization can get competitive advantage over
other competitors. Further, marketing principles can be defined as an idea which helps in making
decisions on basis of different product and also with the help of varied promotional strategies
(Golding and Peattie, 2005). In this context, the organization undertaken for the present study is
Marks and Spencer (M&S) which is a British multinational retailer company, having
specialization in clothes, home products, and luxury items along with different varieties of food
products. This report is based on evaluating different elements of marketing process. Further, this
report will also showcase macro and micro environmental factors which will influence the
marketing decisions of the organization. Moreover, this study will focus on different products
which will lead the organization to get the competitive advantage over other firms.
TASK 1
1.1
Marketing can be defined as a management process through which the goods and services
moves from a proper concept to the another and it basically revolves on four elements namely
identification of the product, determining the price, selecting a distribution channel and finally
implementing a promotional message for the products and services. There are various elements
of marketing that cited company comprises of and it has been stated below:
1 Market segmentation- Market of M&S is large and heterogeneous. Further, this market
segment is very important in the marketing process as cited company have to target every
customer in diverse group. Therefore, it is an activity which helps the corporate to divide
their segment into smaller targets and focus on fulfilling their needs and objectives.
2 Marketing mix- An organization’s essential element for marketing strategy is the marketing
mix as this factor focuses on influencing demand for M&S goods and services.
3 Situational analysis- This method helps manager of the cited company to collect the
information relating to the organization internal and external environment in order to
understand the potential and capabilities of the customers and different others. Mentioned

Company has to adopt some of the strategic tool in order to give their competitors stiff
competition (Jones and et.al., 2008). For meeting this, cited organization can implement
SWOT analysis, PESTLE analysis and Porter Five force model for judging their
effectiveness.
4 Goals and objectives- Marketing objectives need to be set up by M&S so that they can get
maximum profit and revenue for their stated short term goals and objectives. Further, if
customers like the organization products and service then they will demand more and
comprehensively organization will be able to develop their brand image.
1.2
Marketing orientation is considered as a business model which focuses on delivering
products according to needs and desires of customers. M&S can develop their products and
services either on product oriented approach or by taking the help of market oriented approach.
Market oriented approach means that company produces only those goods which are demanded
by the customers. Moreover, almost all the organization in UK has adopted the concept of
market orientation approach as company knows that they will generate more revenue if they have
gained trust of their customers (Jobber and Ellis-Chadwick, 2012). Further, cost and benefits for
organization have been stated below: Cost-For M&S, there are different types of cost and these costs have to be spent in
developing products and services. M&S has gained immense trust of their customers in
UK just because they spend more money in doing proper market research. Further, in
order to develop new product strongly in the market, advertisement expense for the
company is very huge which is considered as a major expense for the cited company.
Further, money is spent for developing product and also to get the customer loyalty along
with healthy brand image in the market.
 Benefits-These costs so incurred leads company to get benefit as M&S can maximize
their products by doing a proper market research and also by winning hearts of large
number of customers. Once, loyal customer is developed then it will always remain with
cited company and hence makes repeat purchases. It is required that company must
satisfy the needs of the consumers with the best of the products at an affordable price.

TASK 2
2.1
Micro environmental factors are generally linked to the business organization and can
significantly impact the performance of mentioned retail venture. Some components are stated
below:
 Employees- Employees of M&S are multi talented and skilled and they play a crucial
role in success of business organization. Further, mentioned company is having strength
of almost 84000 employees who are giving their productive services throughout the
world (Wang, 2007). Further, employees of cited organization focuses on giving best of
the comfort to their customers and they deliver best of the products along with better
sales and after sales service.
 Customers- As stated below, organization comprises of large customer base and they are
loyal too as organization is rendering products and services at affordable prices to their
customers. Further, M&S tries to come up with varied products which help in attracting
customer towards their product.
 Suppliers- Cited organization has effective supply chain which gives them fresh quality
of raw materials. M&S have large suppliers and they are in collaboration with M&S
since long time. Being a reputed name in UK, suppliers also wants that their product
gets into M&S shelf and more and more buyer gets attracted towards it (Nwankwo and
Gbadamosi, 2010).
 Shareholders- With all such implications, organization is focusing to extend their
market share and price. Further, mentioned company is planning to set different new
ventures in major cities of the world. For this, M&S is focusing to attract more
individuals who can invest their valuable money in the firm’s growth. Further, M&S
reward their shareholder with impressive dividend on the invested capital.
Macro environmental factors are the factors which affect corporate performance from various
outside sources as these are the factors which are not in control of the organization.
 Political- Political factors that affects Marks and Spencer’s is the recession which is
reducing the paying capacity of large number of target customers (Deshpande and

Rundle-Thiele, 2011). Further, by establishing more of the ventures, M&S can give
employment opportunity to these individuals as they will give their best in generating
revenue and developing an effective brand image.
 Economic-Economic condition impact the growth and development of the organization
as consumption of goods increases when economy is at booming stage and it significantly
declines during recession periods. Further, increase in tax rates, inflation might affect the
operation of organization activities.
 Social-The desire and needs of consumers are always changing. Apparels sector of this
organization is generally affected as this market is more sensitive regarding its fashion
trends. Further, lifestyle can also have a significant impact and for that M&S have to be
updated in order to get competitive advantage over their major competitors. Technological-Investment in technology is important for M&S to operate efficiently
and effectively. Further, modern IT equipment can lower the cost for organization
(Armstrong and et.al., 2014). M&S can implement intelligent scaling, self-checkout
machines, electronic shelf labelling in their physical outlets.
2.2
Segmentation gives numerous benefits to both M&S as well as to their consumers.
Segmentation helps the cited company to treat consumers in a similar manner. M&S is
developing market in UK itself and it is giving tough competition to their major competitors
namely Tesco, Sainsbury, Asda, etc. Major types of segmentation adopted by the businesses
includes Demographic, geographical and behavioural segmentation. These will be effective to
segment the vast market for M&S as well.
Further, in order to increase their revenue and profit, mentioned company is launching
new segment in kids clothing. Under this, M&S can use demographic segmentation and can
select a target market for 32+ individuals as they might have kids and they will shop according to
the latest trend and fashion (Hill, 2008). Moreover, these kids product will come with different
varieties and designs and it will attract potential customers. As stated above, company will be
dividing their product according to demographic and psychographic segmentation. For
demographic segmentation, M&S can focus on age group as they can restrict their new segment

up to this particular age. On the other hand, psychographic segmentation refers to consumer
group’s lifestyle, personality, opinion and attitude, etc. Further, M&S can start their functional
activities in the emerging and rapidly growing countries as this will certainly help in increasing
more of the sale of the product and services along with revenue and profits. Moreover, this will
help in expanding their market too and the cited organization will be giving tough competition to
the major competitors.
2.3
After completing the market segmentation criteria, M&S can focus on adopting an
appropriate targeting strategy to give stiff competition to their potential competitors. Further, for
the above mentioned product of introducing new clothes for kids section for the year 1-5, M&S
have to influence the parents and show the advantage of the product which they will be getting at
an affordable price. There are different targeting strategies which have been studied below:
 Undifferentiated strategy: This is a strategy where organization can send a single
promotional message to all its potential customers. This strategy is useful only when a
particular product is facing less competition in the market (Jackson and Sparks, 2005).
 Concentrated strategy: Concentrated strategy focuses on designing a promotional
message which communicates the advantage for a particular single segment.
 Differentiated strategy: It is a type of strategy where organization focuses on two or
more market segments by preparing a suitable market mix for each segment.
As stated above, M&S is updating their clothing sector with all new kids segment and
therefore, company can implement differentiated strategy as M&S have to advertise different
promotional message for various segments i.e. for kids and attitude of individuals to choose the
above mentioned products. Moreover, these products are introduced by considering the needs
and demands of their customer base and this is the only sector where M&S was lacking (Palmer
and Quinn, 2007).
2.5
Positioning is basically developing brand image in eyes of customers. New products will
attract customers and the segment will be approached through both existing and online medium.
Further, M&S is opting symbolic positioning which is generally based on value, aims and

aspirations of individual customers. For their clothing products, M&S has clearly mentioned the
type of the brand and size on product which will give customer a clear picture of the products
(Segmentation, Targeting, and Positioning, 2010). Further, cited organization can also
implement price positioning strategy as the mentioned company can set price of the clothing
according to different sizes by considering the kids and women.
Further, cited company produces products which are unique and which are in the budget
of individuals. M&S manufactures new and modern products in order to attract the large mass of
people apart from those organizations who sale premium and luxury products as these are not in
the budget for all individuals. Moreover, M&S focuses on targeting the mid and mass market in
order to increase more of the sale and productivity.
2.4
Buyers have their own perception whether to choose a product or not. Company cannot
genuinely force them to choose their brand products. However, with the help of attractive
advertisement and sales promotion, mention company can draw their attention in order to choose
the products and service. Further, buyers are price sensitive and they want the best quality of
product at an affordable price which satisfies their needs and wants. Further, buyer behaviour
analysis explains that knowledge of individual, income and age plays a crucial role buying
process of products.
Further, for kids products, parents of newly born child wants the best of products as their
child get more comfortable in that particular outfit. However, M&S also cares for that thing and
produce only that product which gives more of the comfort and pleasure. Mentioned company is
giving varied colour options so that customers gets satisfied and become loyal customer for
organization products.
Moreover, buyers get the more content of the product which they do not get while
shopping online. Further, emotions of customers comes into play and individuals are able to
purchase the best product with discount and other schemes. Customer review plays a crucial role
in it. Further, trust from the organization assure that the M&S will be delivering the best quality
of the product which will go for a long run. Taking necessary feedback from after sale will help
cited organization to know what changes they can implement later in order to achieve the
customers trust.

TASK 3
3.1
Figure 1: Total product concept
(Source:Jobber and Ellis-Chadwick, 2012)
Marks and Spencer is one of the premium brands which produce premium range products
to meet consumer needs around the world. The product development process for the company is
effective to manage a competitive edge within the market. The organization produces potential
product to sustain competitive advantage within the market efficiently. The company focuses on
developing kids clothing to meet the following benefits: Core benefit: This layer of the product helps in creating an effective impact on growth
and development of basic product which is demanded by consumers in order to fulfil
their needs and requirements within the market (Brassington and Pettitt, 2005). The
company will focus on developing a product of effective quality and standard to provide
core benefit to its consumers who are seeking for high quality kids wear. This layer
focuses on product pricing as the core benefit of product closely examine the product and
development of product demands effective analysis of product prices in oredr to make it
affordable for the consumers.

 Actual product: This layer of product development focuses on developing product
qualities so as to develop differential attributes in products and services which help in
meeting consumer requirements. This involves effective packaging, managing product
quality, variety and choices etc. These attributes of products makes it potential and
competitive within the market. This layers closely examines the quality of the products in
order to enhance the consumer behaviour regarding the product purchase from the
company. M&S focuses on delivering premium quality products and services in the
market to enhance its product development.
 Augmented product: This layer of the product seeks to deliver the value added services
to consumers which help them in choosing M&S product over any other product existing
within the market (Wright, 2014). The kids’ wear which the company will sell in the
market will attain competitive edge by providing effective value added services as
product guarantee, after sales service, delivery service etc. M&S develops the products so
as to deliver the value for money to its consumers which helps the company in
developing wide sales and demand.
3.2
The distribution strategy of the company focuses on developing effective measure to
make the availability of the product convenient for the ultimate consumers. The strategies that
Marks and Spencer will adopt in order to develop effective sales within the market are: Intensive distribution: This distribution strategy of the company will focus on making
maximum availability of the products within the market by developing effective
distribution channels within the highly competitive market (Hills, Hultmanand Miles,
2008). This measure will focus on making product available maximum outlets malls,
retail outlets and online outlets as well etc. Online measure is one of the most effective
means of intensive distribution for the company. This helps in focusing on digital
consumers as well. Collaborating with online retail sites such as Amazon, Pay TM, Ebay
etc helps the company in enhancing its sales.
 Selective distribution: This measure focuses on creating high market sales by developing
effective sales and by making the product available in the company outlet itself. The
organization will able to boost sales by focusing the products on M&S outlet all over the

world to promote products. The modern measures of selective distribution includes click
and collect store. Here companies has developed effective measures of distribution where
the consumers clicks for the products selects from the list pays for it and collects the
same. Company website and online stores are the most effective measure for the same.
 Exclusive distribution: This distribution method will help the company in enhancing the
brand image of the product within premium range of consumers. The organization will
develop effective measures of product distribution by enhancing sales through selecting
exclusive distribution measures which will enhance prestige of the product (Dann, 2010).
The exclusive exhibitions will be selected for the same to enhance brand value of M&S
in the present situation.
3.3
The pricing strategies which help Marks and Spence in developing high market sales
within the market which enhances the brand value of the products are:
 Competitive pricing: M&S focuses on developing effective measures of pricing within
the market by developing prices as per existing competitive products within the market.
The company closely checks the pricing strategies of organizations such as Debenhams,
Next Plc etc. in order to evaluate competitive pricing measures to develop scope of
growth and development (McIntyre and Munson, 2008).
 Psychological pricing: These pricing measures are effective measure to develop
consumer perception in favour of the product. Pricing product as 199 GBP rather than
200GBP will help the company in developing favourable psychology for M&S and thus
will help in enhancing sales within the market.
 Premium pricing: This exclusive measure adopted by the company will focus on setting
premium price of the product to develop high street brand value for the company. M&S
has developed this style in order to create an effective impact on consumer perception
and enhance demand and brand image of the company.
 Penetration pricing: This is the measure where company sets relatively low price form
products and gradually increase prices as per the demand. This strategy is used by M&S

for the common products with high demand gap. An exclusive M&S dish for example is
offered at a relatively low price in order to generate demand in the market and after
demand generation the prices are increased to enhance profitability.
 Skimmed pricing: This is one of the most effective measure adopted by the companies
where the products are launched at high prices to cover the cost and gradually the prices
are subsided to enhance market demand. This is a common practice for smart phones,
laptops, electronics etc. M&S adopts these measures for its exclusive designs and unique
products in order to offer the latest style for high price. The brand image of the company
helps it in taking advantage of this strategy.
3.4
Marks and Spencer must develop effective promotional measures to create high and
effective brand image within the market. The promotional measures which must be adopted by
the company are:
 Aggressive advertisement: This is one of the most effective and efficient measure of
promotional measure which the organization must adopt in order to create high market
demand for the product within the highly competitive market (Sridharan and
Viswanathan, 2008). This measure will help in developing effective system of marketing
through advertisement by using different source like digital medium, print media and
radio as well. This will support maximum promotion of product on the global basis.
 Online promotion: This is the modern and the most effective means of promotion within
the competitive market prevailing within the retail industry. Online promotion through
tools such as Add words, Search engine mechanism, Social media marketing etc. helps
the company in boosting the product’s sales in the competitive market (Lefebvre, 2011).
 Sales promotion: This method of product promotion will assist the firm in enhancing
product sales through effective persuasion of sales executive within the market. This
method will help in developing high product demand by developing high measures of
sales in the market.

The above mentioned measure helps the companies in enhancing market sales and developing
high demand within the economy. This in turn helps the business in attaining the business
objectives as effective promotion helps in enhancing high profitability of the company.
Moreover the organization focuses on creating an effective impact on organizational growth and
development by indulging in aggressive promotion of the organization.
3.5
The additional elements of marketing mix include:
People
These elements of the marketing mix focus on internal resource of the company to create
competitive edge within the market. M&S has developed an effective measure of managing
highly competitive team of employees to develop brand image within the market (Varey, 2010).
 This is important because employees are the face of the retail sector. Employees helps in
enhancing sales through effective sales promotion.
 M&S can enhance their brand image within the market by developing sales by using the
same resource.
 A well developed organizational structure is formed in order to enhance positive culture
in the unit which helps in enhancing organizational competitiveness as an effective
culture cannot be replicated by competitive firms.
 Digital representation of the company is yet another measure of handling consumer
feedbacks and requests. Consumer feedbacks and information helps the company in making valuable changes
within the business unit in terms of developing quality and process.
Physical evidence
It is important for the business to create a physical presence of the product with
innovative features in order to explain its usability and features as well. M&S must focus on
product availability in the market by developing effective infrastructures within the market. This
is developed by creating high number of outlets and enhancing online infrastructure for the
company. The measures that helps this element of the company are:

 Multiple stores at prominent areas to enhance product availability and sales.
 Well developed infrastructure to develop a positive and high street impression on
consumers.
 Strategic display of products and services to convince consumers to buy products.
 Effective sales force to provide an explanation regarding product features and usability. Modernised process and well organized system of operations helps the company in
enhancing its sales in the competitive market.
Process
Managing the quality and cost of production for products and services is one of the
crucial requirements of the company (Swaminathan and Moorman, 2009). M&S has developed
effective measure to create high impact on product quality while managing cost production to
ensure competitive measures within the market.
 Online and physical sales helps in enhancing revenue for the company as these measures
attracts consumers to choose M&S above other companies.
 Technological advanced process within the company helps M&S in developing a good
impression on the consumers thus developing high measures of sales.
 Being a part of retail sector M&S focuses on volume of sales thus the company has
developed an effective measures to enhance sales within the company through
developing process of quick billing and fast services. This helps in saving times and
energy of the consumers.
TASK 4
4.1
Marketing mix plays an effective role in creating high impact on growth and
development of market sales for new as well for the existing product. The present plan is
developed for Kids’ wear segment of the company. The two consumer segment that the company
will focus will be new born segment and kids’ segment aging between 5-8 years. The marketing
mix is discussed henceforth.

AXIS New Born Kids’ wear aging 5-8 years
Product Exclusively designed to develop
emotional bonding for would be
parents.
Competitive product range to
develop high market sales within
the market
Place Online and physical outlets. Will focus
on selective and exclusive distribution
strategy to enhance competitive edge
through enhancing niche market sale
(Morgan, Vorhies and Mason, 2009).
Intensive distribution strategy
through online sales and making
products available on physical
outlets.
Price Premium pricing will help in
developing favourable consumer
perception
Competitive and psychological
pricing measures will help in
developing effective brand image
Promotion Selective promotion through
sponsorship and sales promotion will
help the company in saving high cost
and developing effective measures of
sales
Aggressive promotions will be
adopted to fight out tough market
competition (Rosen, 2009).
4.2
Marketing product to business is a very different concept from marketing products to
consumers. The marketing measures for business and consumers that M&S will follow are as
follows:
Basis Business to business marketing Business to consumer marketing
Buying behaviour The buying behaviour of the
consumers remains task oriented.
Businesses buy in bulk order in
order to carry save cost and enhance
profitability
Buyers purchase products as per the
needs and influence. The buying
decisions of the consumers are
product, brand or quality oriented.
Consumer needs Businesses take into consideration
attributes such as cost, quality,
consignment size and flexibility in
consignment.
Consumers demands usability,
needs, quality, cost and brand image
as well for buying products.
Process of buying The process of buying is complex
and lengthy for the business as the
organizations demand bulk products
.
The process of buying is easy and
quick for the consumers.
Promotional Personal selling is of the most Companies uses wide means of

measures effective and widely used measure
for the business.
promotions in order to create a wide
and effective impact on the growth
of the business. Promotional mix is
used by the business.
4.3
Domestic marketing measures emphasizes on developing sales within the limited region
while international marketing demands effective integration of international factors in order to
enhance market sales within the market. The international marketing considers the following
factors: High level of risk: Expanding business in international market is a highly risky measure
for the business. Companies are well versed with the domestic markets however to
expand business internationally demands high risk. In-depth research: The process of research in the domestic market is not wide and
complex as the companies are well acquainted with the political, legal, social and
technological factors of the country however extensive research is needed while
expanding business internationally. Cultural factors: International marketing has to effectively consider the cultural values
and factors of the region in order to enhance consumer perception and values of the
product. M&S efficiently focuses on evaluating overall cultural values before marketing
products in the international market.
 Global branding: In order to develop global brand image of the company M&S develops
effective branding measures within the market. The company has developed adaption
strategy which stresses on marketing products by adopting the local needs and demands
(Wright, 2014). This helps the company in enhancing sales while developing high level
of trust and loyalty within the consumers.
CONCLUSION
The above report develops an effective insight about marketing principles that helps the
business units in making effective decision for growth and development of the companies. These
measures help the companies in enhancing high market sales by creating effective market

demand and enhancing product promotion. Current study reflected the strategies adopted by
Marks and Spencer which is well established global unit operating efficiently in the international
market. Evaluating marketing strategies of the company helped in developing an in-depth
analysis of the business prospects. Hence it can be concluded that the well developed strategies
of the company will help in enhancing the profitability in the global market.

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