Report on MBA Marketing Management

MBA Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Marketing Plan.................................................................................................................................4
Overview of the company...........................................................................................................4
Mission........................................................................................................................................4
Vision..........................................................................................................................................5
Business objectives.....................................................................................................................5
Situation Analysis.......................................................................................................................5
Marketing growth options by analysing customer, competitors and company...........................6
Determination of segmentation, targeting and positioning.........................................................7
Effective marketing programs to make adequate recommendations..........................................8
Marketing Budget........................................................................................................................9
Implementation and control........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process of selling, purchasing, promoting and delivering goods and
services to customers. In an organisation, it can be an activity and action of exchange
relationship. Whereas marketing management is the procedure of designing, and penalizing the
conception, valuation, publicity and organization of sentiments, goods and services in order to
appoint, conversation and fulfil individual and organisational verifiable (Aghazadeh, 2015). This
assignment is based on Marks & Spencer which is a major British international retailer that
specialises in selling high quality clothing, home and food products. This organisation
established in 1884 by Michael Marks and Thomas Spencer and headquartered in London, UK.
This assignment will discuss about marketing opportunities which a company can gain through
customers, competitors and their own company. Further, will develop the segmenting, targeting
and positing to create effective marketing programs by proving efficient recommendations for
pricing, promotion, place and product.
MAIN BODY
Marketing Plan
It is a comprehensive representation or blueprint that outlines the promotion and
marketing efforts for the coming year. It defines business operations and activities which
included in achieving specific marketing objectives within given time period. In M&S, the
management of the company can contains number of activities of selling, purchasing, promoting
and delivering goods and services to its target audiences.
Overview of the company
Marks & Spencer Group Plc is a large British global retail company which deals its
business in retail sector and operated it with the help of selling high quality clothing, home
commodities and food products. This company was founded in 1884 by Michael Marks and
Thomas Spencer in London, UK. This organisation operating its business in different nations of
the world with the help of 600 stores of the company and 80,787 employees who make
contribution in its business growth. The revenue of the company is £10,377. 3 million and
operating income is £601million (Baker, 2016). The management of respective company is want
to manufacture organic juice or its potential customers who want and have a need of healthy
drinks.

Mission
The mission statement of M&S is to design quality products and easily reach them to
customers so that they can take benefits of it or provide satisfaction to their needs and
requirements.
Vision
The vision statement of M&S is to furnish a modular against which its contenders may be
measured, from customer experience, to carte for the environs and community and to the
working surroundings for workers (Deepak and Jeyakumar, 2019).
Business objectives
There are various objectives of M&S and the management of the company segregated
them on different basis, they are as following:
Organisational objectives- The objective of the company is to contain their leadership in
clothing and strength in food products. This is to be accomplishing by changing their standard
and authorization into fantastic quality, quantity and entreaty.
Sales objectives- The objective of the company is to plenty of room for developing sales
per foot. The main purpose is to make increment in the sales of the company to make growth in
business.
Smart Objective- To maximize the customer base by 2% within 1 year by offering good
quality of new organic juice product.
Situation Analysis
In it effective situation analysis of the company take place and internal and external
business environs of the company is taken into intellection. To to do this analysis, the
administration of M&S can demeanour SWOT analysis:
SWOT analysis- It is a techniques which is used by the company for strategic planning to
help an individual and company to find out strengths, weaknesses, opportunities and threats
affiliated to business competition and project planning. In M&S the management of the company
can use it to analyse the internal and external business environment (Gummesson, 2017). This
analysis is mentioned as below:
Strengths Weaknesses
 M&s has a clear brand image and  Low customer satisfaction and there

position as a high end value product
which target premium segment.
 This company make innovation in its
services it help in maximization of the
customer base of the firm.
have been various issues in returns
policy as well as store experience.
 Another major weakness of this
company is that it has poor supply
chain scalability (Haider, and et. al.,
2019).
Opportunities Threats
 By making innovation in its clothing
products according to trend, fashion,
and culture of those locations where it
can operate its business, the company
can gain growth options.
 By expanding their business in to China
& India, the management of the
company can get various development
opportunities.
 There are number of competitors such
as Aldi, ASDA and Tesco etc. which
offer several substitute products and
generate threat for the company.
 Change in government rules and
regulations affect the business of the
company.
Marketing growth options by analysing customer, competitors and company
The 3 C's of marketing is a strategic marketing concept and it consider three components
to define a complete marketing strategy. These three elements are dynamic and inter dependent
on each other. The 3C of marketing are as following which can use by M&S as marketing
growth options:
Customer- It indicates to those individuals who help the company in operating their
business. In M&S, customer refers to those people who purchase and buy the products and
services of the company or help them in expanding their business, attaining their set objectives
and organisational growth. Within it, demographic data plays an important role because the
management of the company can segmented its customers on the basis of income, likes, dislikes,
occupation and others. For example, for its new product, the administration of the company can
identify its customer who help it in growth and providing development option (Homburg, Jozić

and Kuehnl, 2017). Youngsters, professionals, gym instructor and others can be target audiences
to the company for its new product.
Company- It indicates to an organisation which operate its business with the help of
different products and services by manufacturing them according to consumers needs and
demands. In M&S, the company has strong brand image and most of the customers are familiar
with it (Icha and Agwu, 2015). So it is also help in providing growth opportunities to the
company because people are familiar with the company and ready to purchase its products due to
good quality and quantity of them.
Competitors- It indicates to those people and organisations who design and produce
similar products so that they can offer same product according to their rival. In M&S, there are
several competitors like Tesco, Aldi and others which can compete its product by manufacturing
substitute products. Now by manufacturing new product organic juice, the management of M&S
can gain various competitive advantages which is beneficial for organisational growth and
development.
Determination of segmentation, targeting and positioning
Segmentation, targeting and positioning is an essential concept and application of market
which help the company to demonstrates the links among overall market. It can be an approach
which can be used by a company identify its target audiences. In M&S, the management of the
company can use to find out its potential customers to its new product organic juice.
Segmentation- It refers to segmenting and deciding the market into sections that
correspond to various people who involved in the buying behaviour of individuals. In M&S, the
administration of the company can make segmentation on the basis of demographic, geographic,
psycho-graphic and behavioural segments. This company operate its business with the help of
337 stores in multinational territories. It is also help in providing growth options to it new
organic juice product. This respective firm has also segmented the market on demographic base.
Under which they can offer their product on the basis of different factors like age, gender,
income, class, occupation etc. Accordance to psycho-graphic, it can segregate its target
audiences accordant to attitude, values, risk, aversion and others. The behavioural activity
determine the client's retention on product and they update with innovation and invention within
the company.

Targeting-In it, the organisation, target its consumer to sell their products. In M&S, the
administration of the company can target customers for its new organic juice product (Järvinen
and Karjaluoto, 2015). The management of the company can target youngsters, professional,
gym instructor, college students and others for its new product. It will be beneficial to the
company because it help in providing growth opportunities and development options to the firm.
Positioning- It indicates to a place and filed where products are put to make comparison
with similar product. In M&S, it indicates to a place where administration of the company can
place its new organic juice product so that target audiences can easily reach to the product able to
purchase it for their personal use (Järvinen and Taiminen, 2016). The company can launch this
product at different locations so that customers of several locations can buy it in adequate
manner.
Effective marketing programs to make adequate recommendations
Marketing mix is a set of actions and activities tactics which are used by a company to
promote its brand and products in the market. The major motive of marketing mix is to control
the marketing plan of the organisation. So that customer have clear in formation about products
of the firm, their pricing strategies, availability of goods and services. Inn context of M&S, 4Ps
of marketing mix are defined as follows:
Product- It refers to goods and services which are offered and produced by the company
to fulfil its customers needs and demands. In M&S, the management of the firm offer divergence
products such as clothing, beauty products, home appliances, furniture, Wine, food, Flowers and
others. Now it going to make innovation in its food product by launching organic Juice.
Price- It indicates to value of products and the cost which is set by the management of a
company. In M&S, the administration of the company use premium pricing strategy to its
clothing products because for apparels products it has its own in house brand. For other product,
it adopted a competitive pricing policy because there are strong competition in the market which
means limited market share so maximizing its mass market consumption, it follows these pricing
strategies. For its new organic juice product, the company can use low pricing, discount pricing
and others strategies for growth opportunities.
Place-It refers to the place where a company operate and run or expand its business with
the purpose of earning profit and providing goods and services to its potential customers (Kan,
Adegbite and Abdellatif, 2016)(. M&S operate its business internationally including placing such

as Jordan, Egypt, Spain, Morocco, Ireland, Finland, Kabul, Canada, France, Germany, Belgium,
India, Australia and China with the help of its 600 stores.
Promotion- It refers to the advertisement of goods and services which art maufecture and
sale by a company. It can be a process of providing information to customers about products and
services of a company so that consumers are familiar with and ready to purchase them. In M&S
there are various tools and techniques which are used by the administration of the company to
deliver information about its new product organic juice (Kerr and Patti, 2015)(. For example, the
firm can utilise news papers, magazines, radio, television, billboards, internet, social media,
advertisement. This new product can be promote via organisation's outlets.
Marketing Budget
It is a marketing plan regarding cost of products, production and others which is used by
a company to manufacture a product. It is formulated by the company so that it can estimate the
fund which is required and needed to produce goods and services. In M&S, the company
required money to manufacture organic Juice, promotion of the product and other activities.
Marketing budget for the new product of M&S is as following:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5500 7000 10000 5000 13000
Investment 2500 6000 15000 25000 12000
Total 8000 13000 25000 30000 25000
Marketing outlay
Promotion 8000 3000 5000 6000 5000
Sales publicity 2000 5000 5000 6000 3000
Direct selling 2000 10000 2000 2000 4000
Total 12000 18000 12000 14000 11000

Implementation and control
In M&S, the administration will allot various duties and responsibilities to several
employees and workers so that the firm can achieve its set objectives in set time period (Kotler
and et. al., 2018). In addition to it, it will have appropriate and unionised framework in the
organisation which will perform their duties so that they can help in accomplishing
organisational vision and mission. After implementing their efforts and effectiveness, the
management of M&S, control the operations and activities of the company. The management of
the company can take feedback from the target audience regarding their new product organic
juice. So that they can get information about the problems and issues which are faced by the
customers (Kozlenkova and et. al., 2015). With the help of it, they can provide solution to them
and make control on these kind of issues and problems.
CONCLUSION
As per above information, it can be analysed that marketing is an important aspect to run
and operate the business of a company. Because it is essential for the sales, proportion and
delivering the products to customers. Marketing management is helpful to manage and
administrate the operations and activities of the company so that the firm can effectively and
efficiently operate and run its business activities and operations. Marketing plan is a
representation of different activities which are performed by the administration of an
organisation to manufacture a product and service. Various steps of a marketing plan are
important to provide growth opportunities to business of a firm.

REFERENCES
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implementing an evolving marketing concept. Journal of the Academy of Marketing
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