Impact of E Commerce and Marketing Planning on M&S

This report discusses the impact of macro environment on Ecommerce and marketing planning of Marks and Spencer. It also includes a marketing plan and marketing mix strategy used by the company to influence people to purchase their products and services.

M&S MARKETING
PLAN

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
A) Impact of E Commerce and marketing planning of macro environment...............................1
B)Marketing plan.........................................................................................................................2
C) Marketing mix........................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an essential process that influences people to purchase products and services
of specific company in comparison with other competitors in the market. Marks and Spencer is a
British Multinational firm that is specialised in selling standard and high quality products such as
clothing, food and home products (San Román, del Pilar and Morales Mediano, 2020). This
report explains about various impact of macro environment on Ecommerce and marketing plan.
It also has a marketing plan and marketing mix strategy that firm has used to influence people.
A) Impact of E Commerce and marketing planning of macro environment
There are a lot of impact of the macro environment on the E Commerce and marketing
planning of the company which have to be analyzed by the companies before they make their
decisions. Due to Brexit in United Kingdom Marks & Spencer’s had to make decisions
accordingly so that the market share which they had lost in European does not affect the
company much. Making a profit margin is a very important factor for the company which is why
the company has to understand the external factors which can affect the company and the
company must be ready to avoid the troubles of them so that the company can function
effectively and smoothly (Piercy, 2016). There is a need of transparency which is required from
the company’s side on the online sites which is a great advantage for the company which can
attract a lot of customers. Online stores have no boundaries and reaching out to the customers is
also easy which can be a great advantage for the company. The competition has also increased
online but the company has a strong brand name and market share that is why it is not going to
be difficult for the company to function online. There have to be good relationship with the
employees and customers of the company so that there are better decisions which can be made
for the company which is going to help the company to grow. The impact of the economy of the
country can impact the company’s revenue and the pricing of the company’s products will also
change which is why the company will have to consider all the factors of the company so that
they can have an effective market share and a higher revenue generation for themselves.
The company has to plan accordingly because there are plans which are taken by the
company but till they will not know the external factors so that they can improve accordingly.
There are laws in few countries for the wages which are supposed to be paid to the employees
per hour which have to be followed but the company might not make enough revenue to pay
which is why handling the external factors in the company is important. The productivity of the
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company depends on this factor because if there is a need of more productivity in the company
than that factor has to be got in the company so that the company can have an effective
functioning for themselves (Roy, 2018). Government’s taxes and laws of the company can be
understood which a very important factor is for the company which will help the company to
decide if they should be expanding themselves or not. As sense of transparency is present in the
company which is a very important factor for the company so that they can have a better decision
making for themselves which is going to be very helpful. This will also help the company to
work on the infrastructure of the company so that there is a better functioning and the company
will be able to have a better functioning for them (Sewell, Mason and Venter, 2017).
B)Marketing plan
Marketing plans explains M&S strategies and plans in near future in order to influence and
motivate people to purchase products and services of Marks and Spencer’s over other
competitors in the industry. Thus, marketing plans of Marks and Spencer can be understood
through SOSTAC models such as:
Situational Analysis: People of UK are highly demanding organic products because of
increasing health issue such obesity and other diseases. It has forced M&S to launch such
products in order to meet needs of unsatisfied people (Shi and Wang, 2019). Continuous
innovation in technology has also demand M&S to use innovate technology to manufacture
quality products and effectively deliver it to other customers. Decrease in disposable income of
customers at the same time forces company to manufacture qualitative products at reasonable
cost to meet demand and needs of customers.
Objectives:
 To increase sales volume and profit margin by 20% till 2021.
 To enhance customer loyalty and satisfaction by bring continuous innovate and
qualitative products.
 To increase market share by launching organic food range by 21 March 2020 to
meet needs of unsatisfied customers.
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 To use innovative technologies for marketing of products and services from 30
April 2020.
Marketing strategy: Company has plans to increases its sales, market share and profit margin
by introducing organic product range so that it can attract new as well as existing customers to
make purchase of products and services. Therefore firm by launching such product is able to
ensure health and safety of people and thus motivate them to purchase products of M&S over
other products. Brand image of company is also helps in increasing sales volume profitability
and market share of company as all people are aware of quality of products and services render
by M&S (Nikolov, 2016). Company is planning to mostly target younger generation as they are
mostly aware about organic products and its quality and benefit so it can charge competitive
pricing from them. Social media is used to market products and services of company as most of
younger generation spend time playing games and videos. Such online presences help in
attracting large number of customers and helps in increasing sales and profitability of firm.
Tactics: M&S has also use 7’ps marketing mix in order to attract customer such as it has offered
wide varieties of products and services to customer. It has large number of stores and online
presence so that customers can easily purchase products and services of M&S. It is able to
charge competitive price as well know for providing qualitative products and ensuring health and
safety of people. Employees of company are also educated and highly skilled that helps in
effective performance and effective satisfaction of customers’ needs. Delivery of products to
customers at their doorsteps is another strategy that is used by firm to attract customers and
provide ease and comfort while making purchase. Therefore effective use of 7’sps of marketing
mix helps company in gaining competitive advantages and increases its sales and profitability.
Action: It is final stage that describes various action of company to deliver products and
services to large number of customers within limited time and cost in order to achieve objectives
of company. Definite organisational structure helps in coordination and cooperation among
employees by reducing chances of confusion thus helps in completion of task within limited time
and cost. Strong brand image of M&S Spencer easily helps in increasing sales and profit margin
of organic products as people trust its brand and prefer it over other competitors. M&S has also
made effective relationship with supplier to get timely input for products and delivery of product
to customers within limited time.
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Control: M&S manager continuous supervise and monitor performance and activities of
employees and also use information technology to evaluate their performance and productivity.
Employee’s reports its function and activities to top management of each department for
completion of task and achievement of objectives. Therefore coordination of both helps in
growth and success of M&S in the industry. Customer feedback through online sites also states
that it has effective marketing strategies that help in satisfying needs of customers beyond their
expectancy.
C) Marketing mix
It is very important for the company to analysis the marketing mix of the company so that
the company can make the decisions for the future accordingly. This can help the company to
know the competition and the market and what are the decisions which have to be taken by the
organization to get a competitive advantage as well as increase the revenue generation.
Product
The products of Marks & Spencer are very good and are of good quality which is why the
company is being able to have a strong market for themselves. The competition in the market is
high therefore the company has to redesign their products all the time so that they can attract
more customers. The branding of the company is strong in the market which is a great advantage
for the company.
Price
The products of Marks & Spencer are for the premium customers because of the quality and
the service which the company is providing to the customers. There are a lot of improvements
which have got in the company and the company has expanded themselves worldwide and also
in other industries like food industry which is a great advantage for the company (Jackson,
2016). The customers of the company are ready to purchase the products because the price is
matching the quality of it as well which is making the company have a great advantage of profit
margin in market.
Promotion
Marks & Spencer uses online marketing which is a great source for the company to get more
customers in the company. The changes which are taking place in the company can be informed
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and there is a direct selling of the products to the customers as well of the company which is a
great factor for the company because they will be able to understand the customers better. This
will make the improvement take place in the company and the organization will be able to have a
better functioning for them. There are a lot of discounts which are put by the company so that
there is a better functioning and the customers can get attracted to the company.
Place
The company is having a lot of physical stores around the world but the best way for the
company is to sell the products of the company directly so that the satisfaction of the customers
is higher and the company will be able to understand the customers better. The company has
invested in online marketing and selling of products so that they can have a better functioning for
themselves (Fayoumi and Loucopoulos, 2016).
Physical evidence
M&S stores have highly pleasant and impressive environment that attracts large number of
people to come and purchase products of M&S. It has more than 1000 stores in over than 50
countries but mainly operates its business in U.K. with 850 stores. It also offers its product
through its official websites in order to provide ease and comfort to customers by delivery
products at their doors steps.
People
There are 83000 employees that are working together in various stores of M&S firm to render
better and qualitative services and products to customers. Employees of company are highly
skilled, knowledgeable and experiences thus able to perform specific task in most appropriate
manner and promote growth and success of company (Varshney and Sharma, 2018). Managers
also build strong relationship and motivate them by rewarding their hard effort so that they can
provide better and qualitative experiences to customers.
Process
Definite organisational structure helps in reduction of conflict and delay in work process as each
employees is aware of duty and responsibility that it need to perform for achievement of
organisational goals. 24 hours customers services helps in providing and ease to customers to
complain their grievance and problem related to products and other issue to company (Vidal,
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2016). Various warehouse and stores, effective supply chain helps in quick and effectively
delivery of products and services to large number of customers within limited time and cost.
Therefore helps in achieving goals and objectives of company and increasing market share of
M&S.
CONCLUSION
From the above report it can be concluded that there are a lot of factor like micro and
macro factors which have to be analyzed by the companies in the market so that they can plan
their future accordingly. It is very important for the company to function accordingly so that they
can have a competitive advantage.
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REFERENCES
Books and Journals
Fayoumi, A. and Loucopoulos, P., 2016. Conceptual modeling for the design of intelligent and
emergent information systems. Expert Systems with Applications. 59. pp.174-194.
Jackson, E.L., 2016. Making evidence-based management decisions in practice. Companion
Animal. 21(10). pp.582-585.
Nikolov, I. E., 2016. Marketing plan of Hotel-restaurante Viñas Viejas.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Taylor & Francis.
Roy, R., 2018. Consumer Product Design: Patterns of Innovation, Market Success and
Sustainability. Marketing. 3(5).
San Román, M., del Pilar, M. and Morales Mediano, J., 2020. Marketing Management.
Sewell, W., Mason, R.B. and Venter, P., 2017. Socio-economic developmental strategies as retail
performance indicators: A balanced scorecard approach. Development Southern
Africa. 34(3). pp.365-382.
Shi, G. and Wang, Q., 2019, March. The Application of Utility Theory in the Making-decision of
Marketing Risk Management. In International Academic Conference on Frontiers in
Social Sciences and Management Innovation (IAFSM 2018). Atlantis Press.
Varshney, D. K. and Sharma, H., 2018. The Need of Marketing Strategy to Win Competition in
New Market. Multidisciplinary Higher Education, Research, Dynamics & Concepts:
Opportunities & Challenges For Sustainable Development (ISBN 978-93-87662-12-
4), 1(1). pp.340-343.
Vidal, P., 2016. Metodología para la elaboración de un plan de marketing online. 3c Empresa:
investigación y pensamiento crítico, 5(2). pp.57-72.
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