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

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