Significance of Marketing Tools in Improving Business Performance: A Study on M&S

This study investigates the significance of marketing tools in improving business performance within an organization, with a focus on Marks & Spencer. It explores the concept of marketing, different types of marketing tools used by M&S, and the benefits of marketing tools. The study uses a quantitative research methodology and survey method for data collection.

Part 2: Final Project

Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Rationale......................................................................................................................................3
AIM..................................................................................................................................................3
OBJECTIVES OF THE STUDY.....................................................................................................3
RESEARCH QUESTIONS.............................................................................................................4
LITERATURE REVIEW................................................................................................................4
METHODS OF STUDY AND METHODOLOGICAL DEBATES..............................................7
DATA ANALYSIS AND FINDINGS............................................................................................9
CONCLUSION..............................................................................................................................15
REFRENCES.................................................................................................................................17
APPENDIX....................................................................................................................................19

INTRODUCTION
Background of the study
Marketing refers to the action which are taken by business in order to make promotion and
sales of its product and services. In order to perform marketing various tactics and marketing
tools are used by the company that would assist them in making promotion of their products.
Marketing tools would not only have limited up to the use of several tactics but it is a broad
concept that cover the various practices including direct mail, advertisement, marketing research
and various other aspects. As marketing is directly associated with the aspect of sales and profit,
thus companies use various marketing tactics that would enable them to make accomplishment
of their goal of profit maximisation. In the same way as Marks and Spencer is one of the major
retailing company that operate its business across various countries, thus an adoption of
marketing and adequate marketing tool plays an important role with respect to the company.
M&S uses various marketing tools including social media, digital media and various other.
Rationale
The main reason because of which research in this research area is being carried out
because of increasing importance of marketing tools within business organizations. Today due to
increasing competition has made it much more difficult for organizations to sustain within the
market in which they operate. In order to sustain within the market in which organizations
operate it is extremely important for companies to bring improvement within their existing
business performance continuously. Adoption of appropriate marketing tools can directly help
organizations in bringing improvement within their existing business performance. Not only this
it can further help organizations in attracting their targeted customers and enhance their overall
sales and profitability. Adoption of effective marketing tool is further important for companies to
make customers aware of existing products and services of company.
AIM
Main aim of this project is:
“To investigate the significance of marketing tools in improving the
business performance within organisation.” A study on M&S
OBJECTIVES OF THE STUDY
Main objectives of this project are as follows:

 To understand the concept of marketing within an organisation
 To determine the different types of marketing tools used by Marks &
Spencer to increase sales performance within the workplace
 To identify benefits of marketing tools within Marks & Spencer
RESEARCH QUESTIONS
Main research questions of this project are as follows:
 Define the concept of marketing within an organization?
 What are the different types of marketing tools used by Marks & Spencer to increase sales
performance within the workplace?
 What are the benefits of marketing tools within Marks & Spencer?
LITERATURE REVIEW
Concept of marketing
As per the views of Mujanovic and Damnjanovic, (2018) marketing refers to the use of
various tactics that would lead to make the promotion and enhance the sales of the product of the
organization. Marketing is also related with the aspect of research that along with the
performance of market research an adoption of the various policies and strategies that would lead
to raise the sales of the product of the company. Marketing and sales are also related with each
other. This means with the aspect of marketing sales of the company is directly linked and it
raises along with promotion of brand.
Iacobucci, and et.al., (2019) also states that marketing is an essential aspect that would have
a direct and positive impact towards the company. This is because with the aspect of marketing
company would be able tom get interacted with the customers. This means that it acts as mode of
communication that would enable the company to get interacted with the customers. In the same
way marketing enable the company to make promotion of its product in terms of creation of
awareness regarding its product. In the same way with the aspect of marketing organization
would able to meet the competition in terms of standing out of crowd. In the same way
marketing enable an organization to make delivery of right product to right place along with
making promotion of its products. Iacobucci, and et.al., (2019) further explains that marketing is

extremely important for an organization this is because it not only help companies in enhancing
their overall sales but it further help organizations in generating awareness among customers.
Marketing tools and its impact on sales performance
According to the view of Bekure, (2021), there are many different kinds of marketing
tools that can be used by organizations for enhancing their overall sales performance. One of the
most commonly used marketing tools that can be used by organizations like marks and Spencer
is social media marketing. Social media marketing is one of the most commonly used tool this is
because more than 90% percent of people use social media for different kind of purposes. Social
media platforms such as Facebook, Instagram, Twitter etc. are most commonly used by
organizations. Marketing of existing products and services con these tools can directly help
organizations like marks and Spencer in gaining attention of their targeted customers in an
appropriate manner which eventually can help in enhancing their overall sales performance.
As per the view of Rodriguez and Boyer, (2020) there are many other kinds of marketing
tools that can be used by organizations for marketing of existing products and services. Email or
SMS marketing is another kind of marketing tool which is most commonly used by
organizations. Any kind of offers or introduction of new products email or message is sent to
target customers that can directly help organizations in attracting their targeted customers. This
marketing tools further help in gaining attention of customers which eventually help in
enhancing sales performance. However as explained by Ndungu, Kinyanjui and Abayo, (2020)
it can be further explained that, enhancement of sales performance of organizations directly
depends upon type of marketing tool which is opted by companies. If tools used for marketing by
organizations is not appropriate then sales performance of organizations cannot be enhanced. It is
absolutely essential to understand type of tool which is used for marketing. many times
organizations like Marks and Spencer also uses search engine optimization as a marketing tool
for gaining attention of customers. It only help in gaining attention of customers but also help in
enhancing overall sales performance of customers.
Akbari, and et.al., (2018) also elucidates that marketing has direct impact over the sales
and its performance. This is because with the adoption of marketing the sales of the company
also raise. as marketing is linked with the promotion of the product of the company so with the
creation of awareness among the customer the sales of the concerned organization directly

raised. Likewise, with the appropriate adoption of marketing tool the sales of the company would
further enhance.
Benefits of marketing tools
According to Sahu, (2017) marketing tools play a crucial role in increasing sales of company
and helps in promotion of products and services. It is essential to apply marketing tools so that
goals and objectives of organisation can be achieved. For promotion of product or services,
advertising tools can be used so that people can get information about new product.
As per the view of Dosi and Tzortzaki, (2017) marketing tools have negative impact on
customer’s buying decision as they did not like advertisement. In this digital world, people want
new and innovative products and their promotion must be in unique way. It is difficult for
managers to identify choice of customers and make plans accordingly.
Urbancová and Hudáková, (2017) elucidated that, there are five essential marketing tools
which can be used by an organisation to attract people and increase sales of company. Marketing
tools like, planning, social media advertising, display advertising tools, email marketing and
content marketing. These tools are helpful for and organisation in satisfying needs of customers
and promotion can be done of new product or service.
On the other hand, Kalogeropoulou, (2021) marketing has negative effects on customers and
it affects overall performance of company. It is not easy to identify choice of customers because
it is changing rapidly. It can be possible that people did not like advertisement or they did not get
attracted after watching advertisement. Customers create negative image for any product or
service by listening it from someone or their choice is changed. These are some reasons which
create negative image of product in minds of customers and affect productivity of company.
According to Källbäck, (2019) marketing tool has some benefits like, it improves customer
engagement and helps in increasing revenue of company. When promotion of product or service
is being done then people get information about new product and they buy goods and services.
This increases sales of company and more revenue is generated. Marketing tools helps in
identifying promotion techniques that can be used to target customers and influence their buying
decision so that sales of firm can be increased.
As per the view of Repovienė, (2017) there are some disadvantages of marketing tool such
as, it increases competition in the market because all organisation wants to earn profit and they

make better plans than others to gain competitive advantage. Advertisement involves huge cost
and it is not easy for all firms to spend money on promotion of product or service. Efforts are
wasted when wrong audience is targeted and funds are also wasted.
METHODS OF STUDY AND METHODOLOGICAL DEBATES
Research methodology refers to procedures or techniques which is used by researchers to
identify, select and analyse information about topic. This helps readers to evaluate validity and
reliability of research study (Snyder, 2019). There are different type of research methodology
such as, quantitative, qualitative, descriptive, analytical and applied research. In this research
quantitative research methodology is used by researcher because data is collected in numerical
form and quantitative method help in evaluating results in better way and objectives of research
can be achieved.
Research Philosophy: It means method which provides set of beliefs or assumptions so that
goals and objectives of investigation can be achieved. It can be also defined as development of
research knowledge and nature. This is used by researchers to generate ideas into knowledge
which is related to research (Cazeaux, 2017). There are two type of research philosophy i.e.,
positivism and interpretivism. Positivism philosophy is used when research involves numeric
data whereas interpretivism is used when qualitative data is used by researcher and it does not
help in evaluating numeric data. In this research, investigator would select positivism research
philosophy because it helps in determining numeric data and better outcomes can be find out.
Positivism philosophy helps in understanding social world and good decisions can be taken on
the basis of research.
Research Approach: Research approach refers to plan and procedure which includes
assumption of detailed methods of collecting data, analysis is done of the data collected and on
the basis of that interpretation is done. This help reader in determining that research is being
done in a systematic manner. It is method which supports qualitative research because it helps in
measuring information which is collected (Alase, 2017). There are two type of research approach
i.e., inductive and deductive approach. Inductive approach is used for qualitative data not for
numeric information whereas deductive research approach is used for evaluating numerical data.
In this research study, researcher would select deductive approach because it helps in measuring
reliability of numeric data that is collected within short period of time. Deductive approach helps

in generalize findings of research to a certain extent. It measures quantitative data and explain
causal relationship between concepts or variables.
Research Strategy: Research strategy can be defined as step by step process which gives
direction to researcher. This helps in gathering relevant information for achieving aims and
objectives of research. There are some examples of research strategy like, survey, grounded
theory, archival research, action research etc. which can be used by researcher to collect
information (Oliva, 2019). In this research study, survey method is used by researcher because it
helps in gathering information about topic. Research strategy helps in gathering relevant details
about marketing tools and objective of research can be achieved. Survey method is one of the
best way to collect data and correct details are gathered. Survey method involves low cost,
convenient way of gathering information, good statistical significance, high representativeness
because data is collected from many people.
Research choice: Research choice means to select option for doing research so that
companies can understand need of people and apply marketing tools accordingly to gain
competitive advantage in market. It is essential to choose way by which research will be
conducted so that there will be no issue and objectives can be accomplished. There are two type
of research i.e., qualitative and quantitative approach (Goertzen, 2017). Qualitative research is
used when data is not numeric whereas quantitative research is study of numerical data.
Researcher would select quantitative research in this research study because it focuses on
gathering relevant information which is related to numerical data. This research allows
researcher to cover wide area and reach high sample size. This helps in collecting information
quickly and saves time of researcher. Survey is done and on the basis of response of customer’s
evaluation is being done.
Data collection: Data collection refers to the process of collecting and measuring
information in systematic way to evaluate outcomes. It is essential to analyse data that is
collected and measure opinion of people. Data collection is classified in two methods primary
and secondary (Feng Duives, Daamen and Hoogendoorn, 2020). Primary data collection method
means data is collected for the first time by researcher by conducting survey, sampling etc. This
method helps in resolving specific research issues, better accuracy, opinion of people can be
identified, up to date information is gathered, the person who collects data is owner of that
information. Secondary data means to use data which is already collected by someone and

researcher make some changes or add new things. Examples of secondary data are, books,
journals, articles, newspapers, magazines, publications, business websites etc. In this research
study, researcher select primary data collection method because survey is done to identify need
of people and relevant information can be collected about topic.
Sampling: Sampling refers to process in which information is collected in systematic
manner by choosing relevant participant to gather data related to topic. Sampling means to
collect data form group of people, items or objects which is taken from large number of people.
The sample is presented in form of representative to ensure findings from sample to population
as a whole (Etikan and Bala, 2017). In sampling method, low investment is required, less time
consuming, accuracy of data is high. Sampling is classified in two parts i.e., probability and non-
probability. Probability sampling is selected by researcher because it is related about choosing
participants randomly and there is no specific criteria. In this research study, sample is collected
from people randomly and on the basis of that interpretation is done.
DATA ANALYSIS AND FINDINGS
Theme 1: Importance of marketing
Question 1: Do you think marketing is important for marks and spencer or not?
Options Frequency Percentage (%)
Strongly Agree 8 53.33%
Agree 3 20%
Neutral 1 6.66%
Disagree 2 13.33%
Strongly Disagree 1 6.66%
Total 15 100%
Mean 2
Mode 1
Median 1

Interpretation: From the above graph it has been interpreted that 8 respondents i.e.
approximately 53% respondents strongly agree that marketing is extremely important for
marks and Spencer. Three of them agreed, 1 one of them gave neutral answer, 2 of them
strongly disagreed that marketing is not important for Marks and Spencer whereas one of
them strongly disagreed to the same. On the other hand, mean of above question is 2 which
clearly helps in explaining that average number of people agree to the given question. But
model of question is 1 which clearly helps in explaining most commonly observed value of
this response is strongly agree. Median of this survey question is 1 which further explains
that most often occurred answer of this question is strongly agree. This interpretation clearly
helps in analysing that maximum number of respondents says that marketing is important for
Marks and Spencer. It is majorly because marketing can help M & S in gaining attention of
their customers and enhance sales of their products and services.
Theme 2: Benefits of marketing
Question 2: What according to you are the main benefits of marketing?
Options Frequency Percentage (%)
Enhance customer base 2 13.33%
Enhance sales performance 3 20%
Sustain in the market 1 6.66%
All of the above 6 40%
None of the above 3 20%
Total 15 100%
Mean 3.33

Mode 4
Median 4
Interpretation: Results of above interpretation clearly helps in understanding that mean of results
is 3.33 which clearly helps in understanding that on an average respondents said that sustaining
in the market was the main benefit of marketing, whereas median of results is 4 which depicts
that most often occurred answer of this question all the specified options are benefits of
marketing and mode of results is also 4 which depicts that most commonly observed answer is
that marking helps in enhancing sales performance and sustain in the market.
Theme 3: Main types of marketing tools used
Question 3: Which is the most commonly used marketing tools which is used by Marks and
Spencer?
Options Frequency Percentage
Social media marketing 2 13.33%
Email marketing 3 20%
Search engine marketing 5 33.33%
Others 5 33.33%
Total 15
Mean 2.86
Mode 3
Median 3

Interpretation: Results of above interpretation shows that mean of results is 2.86 which clearly
helps in understanding that average answer of respondents is search engine marketing, whereas
median of results is which depicts that most commonly respondents said that search engine
marketing is most commonly used marketing tool. Similarly, median is 3 which also explain that
most commonly occurred answer is search engine optimization. This interpretation helps in
analysing that out of different kinds of marketing tool most commonly SEO tool is used for
marketing as search engines are most commonly used by customers for searching, finding
information and for many other purposes.
Theme 4: Marketing tools enhance sales performance
Question 4: Do you think marketing tools can help in enhancing overall sales performance?
Options Frequency Percentage
Strongly Agree 8 53.33%
Agree 3 20%
Neutral 1 6.66%
Disagree 2 13.33%
Strongly Disagree 1 6.66%
Total 15 100%
Mean 2
Mode 1
Median 1

Interpretation: Results of above interpretation shows that mean of results is 2 which clearly helps
in understanding that average number of respondents agree that marketing tool can enhance sales
performance, whereas median of results is 1 which explains that most of the respondents strongly
agree to this fact. Mode of results is also 1 which depicts that most commonly observed response
of respondents is strongly agree. This interpretation clearly helps in understanding that if
appropriate marketing tool is used by organizations then it can directly help in bringing
improvement within overall sales of organization which eventually can help in enhancing overall
performance.
Theme 5: Best type of marketing tool
Question 5: Which is the best type of marketing tool that can be used by Marks and Spencer?
Options Frequency Percentage
Social media marketing 5 33.33%
SEO 4 26.66%
Email marketing 4 26.66%
None of the above 2 13.33%
Total 15 100%

Interpretation: From the above graph it has been interpreted that according to 5 respondents
social media marketing is best type of marketing tool which can be used by Marks and
Spencer. 4 people are in favour of SEO, 4 people support email marketing and according to
2 people none of the option is correct. This interpretation clearly helps in determining that
maximum number of respondents says that social media marketing is best type of marketing
tool that can be used by Marks and Spencer to increase sales of company. People are more
active on social networking sites so this is the best tool for increasing sales of company.
Theme 6: Marketing attract more number of customers
Question 6: Do you think effective marketing can help in attracting more number of
customers or not?
Options Frequency Percentage
Strongly Agree 6 40%
Agree 5 33.33%
Neutral 1 6.66%
Disagree 2 13.33%
Strongly Disagree 1 6.66%
Total 15 100%

Interpretation: From the above graph it has been interpreted that, 6 respondents i.e., 40% people
strongly agree that effective marketing help in attracting more number of customers. 5
people agree, 1 response is neutral and according to 2 people effective marketing does not
help in attracting more number of customers. 1 person i.e., approximately 6.66% strongly
disagree that effective marketing is beneficial in attracting more customers. The
interpretation clearly helps in determining that effective marketing plays a crucial role in
attracting more customers. Marks and spencer can give advertisement so that people can get
relevant information about new product or service.
Theme 7: Main reasons because of which marketing is done
Question 7: What are the main reasons because of which marketing is done by organizations?
Options Frequency Percentage
Increase product and service
awareness
4 26.66%
Attract more number of
customers
5 33.33%
Gain competitive advantage 4 26.66%
Others 2 13.33%
Total 15 100%

Interpretation: From the above graph it has been interpreted that, 4 respondent i.e.,
approximately 26.66% says that marketing is done by organisations to increase product and
service awareness. According to 5 respondents the main reason because of which marketing
is done by organisation is to attract more number of customers. 4 respondent says that
marketing is done to gain competitive advantage and 2 people says that there are other
reasons due to which marketing is done by organisation. The interpretation clearly helps in
determining that maximum number of respondents says that marketing is done to attract
more number of customers. This is beneficial for Marks and Spencer because if more people
are attracted then it helps in increasing sales of company.
CONCLUSION
From the above discussion it can be concluded that, marketing plays a crucial role in
increasing sales of company and promotion helps in providing information to customers. For
achieving goals and objectives of company, managers should use marketing tool for increasing
sales of organisation and more revenue can be generated. With the help of marketing, relevant
information can be provided to customers and influence buying decision of people. There are
different type of marketing tools which can be used by company for increasing sales of firm like,
print advertising, digital marketing, social media marketing, public relation, search engine
optimization, brand reputation management. Marketing tool is beneficial for growth and
development of company and it helps in increasing sales of firm.
It is important to apply marketing tools within an organisation so that goals and objectives of
company can be accomplished and it is beneficial in increasing sales. Marketing helps in creating

positive image in market and influence customers to buy product. Advertisement are given in
newspapers or magazines so that people can get relevant information about new product. There
are some benefits of marketing tool such as, it improves customer engagement and make plans to
increase revenue, help firms to stay competitive, identify ways of promotion which helps in
targeting customers has been discussed.
Further, research is done to identify the significance of marketing tools in improving
business performance within Marks and Spencer. Objective of research is to understand concept
of marketing, determine different type of marketing tools used by Marks and Spencer to increase
sales performance of company. Benefits of marketing tools within the organisation has been
discussed. Literature review has been described which includes positive and negative aspects of
marketing tool. Research of method has been discussed which includes, philosophy, approach,
strategy, choice, sampling, data collection method. Data analysis and findings in which sample
collected from different people and their opinion is included has been described.
Recommendations which can be applied by managers of Marks and Spencer company to
increase sales performance of firm. Managers should use social media marketing for promotion
of product or service because it is one of the best marketing tool. Nowadays, people are more
active on social networking sites and they share their views on social sites. This will be
beneficial for company in increasing sales of organisation. Another way to increase sales is to
increase product awareness among people by organising campaigns and providing them relevant
details.

REFRENCES
Books and Journals
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qualitative research approach. International Journal of Education and Literacy
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the case of dashen brewery share company, Debrebrehan (Doctoral dissertation, ST.
MARY’S UNIVERSITY).
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business environment. International Journal of Decision Sciences, Risk and
Management. 7(1-2). pp.48-69.
Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics
International Journal. 5(6). p.00149.
Feng, Y., Duives, D., Daamen, W. and Hoogendoorn, S., 2020. Data collection methods for
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Goertzen, M. J., 2017. Introduction to quantitative research and data. Library Technology
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Marketing Analytics. 7(3). pp.152-181.
Källbäck, J., 2019. Examines the benefits of social media marketing in contrast to traditional
advertising.
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engagement (Doctoral dissertation, School of Business Administration: Master of
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entrepreneurship. Economic and Social Development: Book of Proceedings, pp.77-88.
Ndungu, E.N., Kinyanjui, W.N. and Abayo, R., 2020. Social network marketing type and sales
performance of real estate sector in Kenya: A survey of real estate companies in
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trends. Economics & Sociology. 10(4). pp.41-50.

APPENDIX
Questionnaire
1. Do you think marketing is important for marks and spencer or not?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
2. What according to you are the main benefits of marketing?
a. Enhance customer base
b. Enhance sales performance
c. Sustain in the market
d. All of the above
e. None of the above
3. Which is the most commonly used marketing tools which is used by Marks and Spencer?
a. Social media marketing
b. Email marketing
c. Search engine marketing
d. others
4. Do you think marketing tools can help in enhancing overall sales performance?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
5. Which is the best type of marketing tool that can be used by Marks and Spencer?
a. Social media marketing
b. SEO
c. Email marketing
d. None of the above

6. Do you think effective marketing can help in attracting more number of customers or
not?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
7. What are the main reasons because of which marketing is done by organizations?
a. Increase product and service awareness
b. Attract more number of customers
c. Gain competitive advantage
d. Others