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Marks and Spencer Case Study

   

Added on  2019-12-03

18 Pages3746 Words182 Views
Research Project “Effectiveness of mobile marketing in retailindustry of UK: A case study on Marks andSpencer”

TABLE OF CONTENTSTASK 1 Research Proposal.............................................................................................................3Research title................................................................................................................................3Introduction..................................................................................................................................3Background..................................................................................................................................3Results of secondary research......................................................................................................4Methodologies..............................................................................................................................4Research question........................................................................................................................6Implementation plan....................................................................................................................6Task 2 Field Research .....................................................................................................................7Identification of research ‘universe’............................................................................................7Identification of representative sample........................................................................................7Appropriate approach...................................................................................................................7Data collection method................................................................................................................8Task 3 Research Report and Presentation......................................................................................10Introduction................................................................................................................................10Description of research methods................................................................................................10Data analysis..............................................................................................................................10Evaluation of data......................................................................................................................14Recommendations for future area of research...........................................................................14Comparison of result..................................................................................................................14CONCLUSION..............................................................................................................................15REFERENCE.................................................................................................................................162

TASK 1: RESEARCH PROPOSALResearch titleTitle of the Research project is “To determine the effectiveness of mobile marketing inretail industry of UK: A case study on Marks and Spencer”.IntroductionIn the current age of technology, mobile and it internet applications have made possibleto provide variety of services. Digital media have been used by business organizations to workout the strategies to bring customers more close to the products and services. As per the views ofAndrews et al (2015), grid of using mobile internet services have taken a shape of providingvarious benefits to the customers. Effectiveness is therefore considered to study the impact thathas been bought about with this change of using mobile marketing strategies by the retailorganization (Andrews and et al., 2015). In UK, retail sector occupies a larger position whichcomprises of ample of organizations that came up with best of marketing communicationstrategies in order to influence and appeal customers. Marks and Spencer (M&S) is one of thesuccessful retail organizations of UK. In relevance of marketing and promotional strategies usedby this company, mobile marketing is a major one. As defined by Hasen (2012), mobilemarketing is a dimension of marketing communication which supports in advertisements to reachtarget customers. M&S have been successful in utilizing all the associated strategies that are partof mobile marketing (Hasen, 2012). However, there is need to identify the extent to whichmobile marketing has proved beneficial to M&S. In that streamline, the current research projectwill be undertaken to find out the effectiveness of mobile marketing to M&S. This will becarried out with the help of using suitable tools and techniques of research methodology. Alongwith this, literature review and analysis of collected data will support in arriving at a conclusion.BackgroundThe significance of undertaking research project is to investigate the ideas and thoughtsin relation with the understanding of mobile marketing as a new concept. It will also essential tofind out the potential impact of strategies that are related to mobile marketing in retail sector.Since M&S is a huge retail organization established at UK who are successful in using this3

strategies (Berney, 2010). With the relevance of secondary data, information will be gathered onassessing the positive and adverse impact of mobile marketing (Bellman et al., 2011). It willfacilitate this research study to determine the effectiveness with respect to M&S. Therefore,research project will be conducted. Results of secondary researchMobile marketing has emerged as an important part of communication in the marketing.With the wide use of mobile phone devices, the business men are inducing strategies that helpthe consumer to always stay connected and informed about their products and services.According to Bellman et al (2011), with the development in the technology, new mobilemarketing channels such as e-mail, SMS, m-services, e-commerce, MMS etc have been used. Inlight of ascertaining the effectiveness of mobile marketing strategies, the objective lies inknowing about the consumer responsiveness (Bellman et al., 2011). As asserted by Pousttchi and Wiedemann (2010), mobile marketing strategies occupied abig fragmentation in advertising. Along with promoting goods and services on target consumers,companies are deploying strategies of mobile marketing to identify the quick response andfeedback from clients (Pousttchi and Wiedemann, 2010). The effectiveness of mobile marketinghas also been supported by Dushinski and Marriott (2009) who stated that experiences ofinternet, e-mail and mail orders were found to be more suitable in comparison to door-to-doorservices, telemarketing etc (Dushinski and Marriott, 2009). However, it was argued by Hovančáková (2011), that there are some retail organizationswhich were transformed on complete portal of providing online services. It, therefore, becomesdifficult for the customers who are not able to access mobile marketing strategies or internet.Thus, effectiveness of mobile marketing hampers (Hovančáková, 2011). In light of mobilemarketing strategies, there have been improvements which are suggested by Yusof and Lee(2007). It was changes which were made with respect to use of chat functions, applications andfacilities that has given new perspective to the mobile marketing use of business organizations(Yusof and Lee, 2007). MethodologiesAim:4

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