Marketing Sales and Negotiation Skills for Mark and Spencer

This report discusses the marketing environment of Mark and Spencer with the help of pestle and swot analysis. Further, it explains the concept of marketing mix and the reflection on the basis of sales and negotiation skill for marketing of the products and services.

Marketing sales and
negotiation skills

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
PESTLE analysis....................................................................................................................1
SWOT analysis.......................................................................................................................2
Marketing mix........................................................................................................................3
Sales and negotiation skills....................................................................................................4
Recommendation ...................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Marketing is the process of promoting the products or services of the business to the
targeted audience which involves research, promotion, sell and distribution. Marketing plays an
important role in transferring, exchange and movement of the goods. It helps in raising and
maintaining standard of the people by creating awareness about the products and services.
Marketing is a good source of revenue generation for the companies. Its main purpose is to
generate the revenue for a brand and an organisation by researching and analysing the
consumers. In this report, Mark and Spencer has been taken into consideration which is retailing
company with headquartered in London,UK. It involves in the business of selling clothes, home
products and food products. The report will discuss the marketing environment with the help of
pestle and swot analysis. Further, it will explain the concept of marketing mix and the reflection
on the basis of sales and negotiation skill for marketing of the products and services.
MAIN BODY
PESTLE analysis
It is a tool which is used by the marketers to track and monitor the external environment
factors that have an impact on the organisation and business strategies(Sysko-Romańczuk,
Bachnik and Kurek, 2022). It help in understanding the growth and decline of the market so in
context to Mark and Spencer the factors that may affect it are depicted below:
Factors Impact
Political This is a factor which represent the involvement of the government which may
influence the particular industry or an organisation. It may include the tax
policies, environmental regulations, trade restriction, reforms, tariffs and
political stability(Parra-López and et.al., 2021). With reference to M&S, free
trade policies have been a good benefit because it enables a company to open
its stores across the world. But still it can be affected by the changing policies
of the government and taxation policy.
Economical This factor refers to the economic growth of the business of a company and its
profitability. This may include interest rate, exchange rates, inflation, wage
rate and so on that directly impact the company. In context to M&S, the
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purchasing power of the customers have been hit after the pandemic. This
result in decreasing of sales and revenues of a company due to the lock down
prevailing everywhere.
Social This factor regulate the demand and behaviour of the consumer which may
include the cultural norms and expectations, health consciousness, safety ans
etc.(van Steenbergen, Ramos and Sousa, 2021) in relation to M&S, it provides
the products to the consumer according to the changing environment and also
adopt such strategies which may influence the behaviour of the people.
Technological This factor refers to the innovation, automation, research and development that
may influence the operation of the company(Willan, 2021). In relation to M&S,
it uses different technologies which enable it to diversified customers
experience and use different social media platforms to promote the products.
Legal These factors refers to the employment legislation, customers laws, health
safety, advertising standard and so on. With reference to M&S, it conducts
training session on various areas which help them in order to keep updated
with the current laws and legislation.
Environmental This factor may influenced by the surrounding of the environment which may
include the climate change and other conditions. In context to
M&S, it has established its own green policy to have4 positive impact on the
well being, communities and on the planet.
SWOT analysis
It is a strategic tools which help the company in analysing its strength, weaknesses,
opportunities and threats. With reference to M&S, the swot analysis has been done blow:
Strength Weaknesses Recognised brand: A company
provides premium quality products in
the market which helps in building the
reputation and has become popular
 Supply chain scalability: M&S has a
poor supply chain scalability because it
is unable to offer their merchandise to
all the locations(Butler and et. al.,
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among the customers(Almutairi and
et.al., 2022). Market presence: An organisation has
a good market presence whether bit is
online and offline. Therefore, the
customers can easily access the
products from anywhere in the
market(Gkoltsiou and Mougiakou,
2021). It has varieties of products
which it offers to the customers.
2021). Although it has online stores but
everyone cannot access it products to
the different locations.
 Declining sales: due to the poor
supply chain system and non
availability of the products, the sales of
the firm gets reduced. The company is
not able to met the demand of the
customers for food and clothing.
Opportunities Threat Global expansion: M&S, can globally
expand its business which help in
increasing the sales and profitability.
The make is possible that its products
are reachable to every customers. Market segmentation: The company
can divide its customers into various
groups so that it can bring products
according to the needs of the
customers(Perera, Jaiswal and Jaiswal,
2021). This may result in increasing the
demand for the products which lead to
increase the market share and revenue
generation.
 High competition: M&S has various
competitors such as Asda, Aldi, Tesco
and so on which provide highest
competition in the industry. It may take
out the company name from the market
by providing their good services to the
customhouse.
Marketing mix
The purpose of the marketing mix is to gain the competitive advantage in the market
place to increase the sales and profits of a company. In relation to M&S, the marketing mix has
been discussed below:
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Marketing tactic
tools
Strategies
Product M&S has a diversified product portfolio which covers the items of all age
group and a recognised brand. But it mainly focus on providing eco-
friendly products for which it has collaborated with the suppliers who uses
sustainable method to manufacture the products(Suthiprapa and Tuamsuk,
2021). The products are packed by using the recyclable material which
increases the confidence level of the potential buyers.
Price The products of the company are of high quality so the price of the products
are little higher than any other organisation. It also uses the competitive
pricing strategy so the customers can get more options to buy the products in
order to gain the competitive advantage.
Place M&S is a international brand which has good presence in the market and
operates globally. It has websites whereby customers can order for the
products for which they get home delivery(Suthiprapa and Tuamsuk, 2021).
The company has more than 850 stores in UK and 1000 stores in more than
50 countries.
Promotion It adopts marketing strategies keeping in the view of the CSR practices and
encourage people to buy their product and also conserve the natural
environment. It focuses on all medium of communication to provide the
message to the customer. It uses print media, TV ads, mobile ads and other
social media campaign. It has its on website to promotes its brand for their
products.
People The company pay special attention to the employees because it follows the
competitive payment policy to retain the employees in an organisation(Ngai
and 2022). The company provide the reweds for the good performance of
the employees and provide other benefits such as ,life insurance, health
insurance etc. and also provide them development programs to boost their
confidence level.
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Process The stores of M&S has been organised properly in the malls and other sub
urban areas so that the customer can easily reach to the stores. The
customers can well buy the products and make payment of the bills bat the
store counters(Mamun, Strong, C.A. and Azad, 2021). The customers can
purchase online from the websites and also make payment online and get
home delivery.
Physical evidence An organisation has major business in UK, and has good market presence
and also in other countries. These stores act as a physical evidence for a
company.
Sales and negotiation skills
These are some negotiable skills which help me to settle the agreement between both then
sides. In context to mark and Spencer, the negotiator must have these skilled which are discussed
as under:
Communication skills: The negotiator should be good communicator who can establish
an effective communication and avoid misunderstanding(Zeffiro and et. al., 2020). This can help
in preventing compromise by fulfilling the needs of the customers.
Active listening: This skills assist in understanding the opinion of the person which
enable the sales person to recall the details without need of repeating information.
Emotional intelligence: It the ability to recognise the feeling of other persons and control
emotions. These negotiation allow you to remain calm and encourage to get more concentrate on
the core issues.
Patience: the negotiator must have patience because some negotiation takes time to
complete and also applies counteroffer. This patience help the negotiator to access the situation
and reach to the bet conclusion(Abdul-Hussain, 2021).
Thus, these skills help the salespersons of a company to increase their confidence and
experience. The company also able top enhance their profit and market share.
The sales and negotiation skills which I possess that I listen calmly to the customers what
they exactly want and provide them cut-price solution which get the customers satisfied. I always
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look for the alternatives for negotiation so that it can build the trust of the customers and provide
them more favourable payments terms.
Recommendation
With reference to M&S, there are skills which help the company to avoid the price
concession and improve negotiation skills which are as under:
Talk to the right people : In context to M&S, the sales person of a company enables
itself by coaching to identify the person and reach to the decision in the sales process. The sales
person get enable himself to analyse the perceptive of the customers so that they may be able top
make appropriate negotiation. In this way the company need not to bear the loss that sometimes
due to the negotiation process.
Build the relationship: The sales person should be trained as they can understand the
feeling of the customers early in the process of sale. Consequently, it reduces the negotiation
conflict later and sale their products on best dealings.
Know the bottom line: The sales person should be taught in such ways that they are able
to the situation in advance how much they can go low and still result in win-win situation for all
the parties.
So, these are ways to improve the negotiation skills that has been recommanded above in
context to the company.
CONCLUSION
From the above discussion it has been concludes that marketing provide support to the
company so that their products or services are reachable to the customers on the best prices.
Marketing provide assistance to the organisation in creating brand awareness among the
customers. The report has demonstrated the information about the external environment in
context to the M&S and explained the various factors through pestle analysis which have great
impact on the company. Further it discuses the strengths and opportunities which company have
with the help of swot analysis. A part from this, it stated that how negotiation skills help the
salesperson in selling the products of a company. The ways also recommended for improving the
skills for negotiation.
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REFERENCES
Books and Journals
Sysko-Romańczuk, S., Bachnik, K. and Kurek, M., 2022. 15 Growth drivers of digital
marketplaces. Sustainable International Business Models in a Digitally Transforming
World, p.17.
Willan, M., 2021. The Essentials of Contemporary Marketing. Bloomsbury Publishing.
Butler and et. al., 2021. Do Your Students Know What They Don't Know? An Accounting
Competencies Strategy. Issues in Accounting Education, 36(4), pp.207-230.
Perera, K.Y., Jaiswal, S. and Jaiswal, A.K., 2021. A review on nanomaterials and nanohybrids
based bio-nanocomposites for food packaging. Food Chemistry, p.131912.
Suthiprapa, K. and Tuamsuk, K., 2021. Users’ experiences of reference services in Thai
academic libraries. IFLA Journal, p.03400352211035407.
Mamun, M.A.A., Strong, C.A. and Azad, M.A.K., 2021. Islamic marketing: A literature review
and research agenda. International Journal of Consumer Studies, 45(5), pp.964-984.
Zeffiro and et. al., 2020, June. A Serious Game and Negotiation Skills in Nursing Students: A
Pilot Study. In International Conference in Methodologies and intelligent Systems for
Techhnology Enhanced Learning (pp. 91-98). Springer, Cham.
Abdul-Hussain, W.W., 2021. The Impact of Negotiation Skills in Meeting Management Among
Heads of Departments in Pure Education College/ Dhi-Qar University. Univesity of Thi-
Qar Journal, 16(2).
Parra-López and et.al., 2021. Digital transformation of the agrifood system: Quantifying the
conditioning factors to inform policy planning in the olive sector. Land Use Policy, 108,
p.105537.
van Steenbergen, D.I., Ramos, P.G. and Sousa, B.B., 2021. Key Drivers of Performance and
Profitability in a Social Business. In Sustainable and Responsible Entrepreneurship and
Key Drivers of Performance (pp. 264-281). IGI Global.
Almutairi and et.al., 2022. Determination of optimal renewable energy growth strategies using
SWOT analysis, hybrid MCDM methods, and game theory: A case study. International
Journal of Energy Research, 46(5), pp.6766-6789.
Gkoltsiou, A. and Mougiakou, E., 2021. The use of Islandscape character assessment and
participatory spatial SWOT analysis to the strategic planning and sustainable
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Ngai, E.W. and Wu, Y., 2022. Machine learning in marketing: A literature review, conceptual
framework, and research agenda. Journal of Business Research, 145, pp.35-48.
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