Contemporary Marketing: Analysis of Marks and Spencer Food

This presentation provides an analysis of Marks and Spencer Food in the context of contemporary marketing. It includes a SWOT and PESTLE analysis, an evaluation of their STP strategy and online value proposition, and an assessment of their performance. The presentation concludes with recommendations for improvements to their performance.

CONTEMPORARY MARKETING

Table of Contents
INTRODUCTION
Overview of Marks and Spencer Food
Swot analysis of Marks and Spencer Food
Pestle analysis of Marks and Spencer Food
Analysis of your organisations STP strategy and (online) value proposition
Analysis of the performance of Marks Spencer
Improvements to their performance of M&S
Conclusion
References

INTRODUCTION
 Marketing is defined as the business activities that company
undertakes in order to promote the buying of the products and
services.
 The company uses various marketing techniques in order to sell
their products to the customers.
 It includes advertisement, selling and delivering the products to
the end customers. Contemporary marketing refers to the
approaches and theories that lay emphasis on the customers and
implementation of the marketing strategies results into increase in
customer base.

Overview of Marks and Spencer Food
 Marks and Spencer is a leading British retailer which is dealing in
household items , clothing and food products.
 The company was funded in 1884 and is presently a Public Limited
Company in UK. The organisation has expand its operations and
business in various countries and has 1000 stores globally.
 The United Kingdom has currently around 852 stores. The company
has more than 80,000 employees and revenues of 10 billion GDP.
 The company has 368 direct suppliers in UK and also helps in
enhancing the employment rate by employing over 119,000 people.
Marks and Spencer has around 302 food factories and 38 drink factories.

Swot analysis of Marks and Spencer Food
 Strengths Of Marks and Spencer food
 Marks and Spencer is one the top most retailers that deals
in household and food products in UK .
 The company has great reputation in the market for its
high and valuable quality.
 It is one of the premium supermarkets and is known or
best in- stores shopping in UK .

Weakness of Marks and Spencer Food
 The company has faced huge loss in past many years and
suffered a loss of £201.2 million annual loss due to
lockdowns and challenges related to the crisis.
 Due to the huge loss suffered because of the crisis , the
company was forced to shut their stores because of lack of
resources and funds required to operate its business in many
countries.

Opportunities and threats of Marks and
Spencer Food
 Bring one of the largest retailer in UK has also expanded its business in various other countries such as
Russia , India.
 The company is focusing on diversification of its business in other countries such as Brazil and Poland.
 The scope of online business is growing rapidly and the company is also selling its products online.
 It was helpful in the times of covid-19, the company also started selling their food products online for
better experience of their customers.
 One of the major threats the company faced is the competitors in the market such as Tesco, Sainsbury
which can impact the sales of the company.

Pestle analysis of Marks and Spencer Food
 POLITICAL FACTORS
 The political factors consist of various policies and
framework imposed by the government that affects the
operation of the company and affect its sales .
 Marks and Spencer has been positively impacted by the
European Commission Free trade agreements resulting in
imports of the products easier.
 The high cost structures have resulted into loss in market
share of the company.

CONTINUE…
 ECONOMIC FACTORS
 The company in the times of financial crisis laid importance on
selling high quality when the other competitors like Aldi were
offering products and services at discounting rate .
 The strategy adopted by the company resulted in decline in the
sales but on the other hand resulted in long term increase in the
customers satisfaction.
 Due to various economic crisis and issues related to the
fluctuations in the market has resulted in decline in the sales of the
products and service of the company.

CONTINUE…
 Social factors:
 The changes in the behaviour of the customer affects the sales of the
company.
 People are more attracted towards the trends that is currently prevailing in
the market.
 Because of the false perception about the clothing , the company is not
much In trends among the young customers.
 Marks and Spencer is also involved in selling the ready meals form past
many years due to the advancement in the food technology which have
positive impact on the company.

Continue…
 Technological factors:
 The scope of technology is increasing rapidly with the changes in the
business environment and it is very important for the company to
adopt the latest technology its operations.
 The company in order to survive in the ,market and compete against
the competitors have to adopt the latest technological services.
 Bring the one of biggest and leading retailers have adopted the latest
technology and provided various number of self-service checkout
systems where the company has expanded its business globally.

Continue…
 Legal factors
 In order to operates its business in domestic and international market , the
company as to comply with various laws and regulation imposed by the
government.
 The regulations can be related to the health and safety, consumer right,
environmental related laws etc.
 Environmental factors
 In order to become the most luxurious brand the company has focused on
sustainability which help the company to compete in the market.
 The company has focused on creating more sustainable products considering to
preserve the environment.

Analysis of your organisations STP
strategy and (online) value proposition
 Segmentation
 Marks and Spencer uses the demographic segmentation in order to select its target market for its
products.
 The segmentation is based on the different age groups, income of people , lifestyle and occupation.
 The company also targets the customers with the high age group and income.

Continue…
 Targeting
 The market of the company is the young people and children under the
age group of 30 years for both men and women.
 Positioning
 The company is focused on building a unified brand strategy.
 The company follow the approach of fulfilling the need and
preferences of the customers .

Continue…
 Value proposition:
 The online value positioning of the company is associated with the brand
positioning of the company.
 Marks and Spencer is the leading retailers of UK that deals with the
clothing, household and food products.
 The company has focused on the target audience and focusing on market
segment.
 The strategy of the company is related to fulfilling the requirements of
the customers by offering unique products in the market.

Analysis of the performance of Marks
Spencer
 CATEGORY 1: Products and branding
 Marks and Spencer is popular and top retailer brand in UK. The products of the company covers
the age group be men, women, and kids .
 The M&S sells sustainably sourced products of good quality and value and the company is
working on building its food business.
 The company has also launched its Food innovation hub and has qualifies professional and teams
that are focusing on new trends and identifying the needs of the customers with the use of various
technologies.

Continue…
 CATEGORY 2 :Use of website and social media
 The company has been using various marketing strategies in order to promote its products online
through various social media networks .
 This has helped the company to communicate with the customers which have significant increase
in the sales and customer loyalty.
 The company has also launched its website so that more customer should know about the products
offered by the company.

Continue…
 CATEGORY:3 TACTICS TO REMAIN CMPETITIVE
 The management of the company has focused on developing an effective strategy through which
quality products reach to the customers.
 In order to gain competitive advantage the company can focus on building strong marketing
strategies such as use of social media in order to increase its customer base.
 The company has focused on differentiation of product which no company has delivered in the
market

Improvements to their performance of
M&S
 Marks and Spencer bring the leading retailers in UK also face various
threats in the market. It is recommended that the company should
identify the threats that is there competitors in the market an make
strategies accordingly.
 The company should not only focus on satisfying requirements of the
customer but also the employees of the company which contributes in
the growth of the company.
 The company should upgrade their strategies and analyse the current
situation of the market.

Conclusion
 From the above report , it can concluded that It is very important for the company to analyse the
market trends and implement the strategies which helps in improving the performance of the
company and gain competitive advantage in the market .
 Business environment consist of various factors which affects the functioning of Marks and
Spencer food(UK).

References
 Czinkota, M.R., Kotabe, M., Vrontis, D. and Shams, S.M., 2021. Market Segmentation,
Positioning, and Branding. In Marketing Management (pp. 283-340). Springer, Cham.
 Elvira, S., 2018. Value conceptsand value creation model in integrated reporting. Review of
Business and Economics Studies. (2). pp.30-43.
 Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
 Lavorata, L. and Sparks, L. eds., 2018. Food retailing and sustainable development: European
perspectives. Emerald Group Publishing.
 Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.