Role of Marketing in Marks and Spencer Company

This report analyzes the role of marketing in the Marks and Spencer Company, including the key elements of marketing function and its interrelationship with other functional departments. It also compares the elements of marketing mix between Marks and Spencer Company and Tesco Company.

Part 1: The Role of
Marketing Part 2:
Marketing Plan

Table of Contents
INTRODUCTION.....................................................................................................................................3
Task 1.....................................................................................................................................................3
Key element of marketing function...................................................................................................3
Marketing relation to wider organizational context..........................................................................6
Task 2.....................................................................................................................................................7
Comparative analysis of elements of marketing mix.........................................................................7
Task 3...................................................................................................................................................10
Strategic marketing plan..................................................................................................................10
CONCLUSION.......................................................................................................................................11
REFERENCES.........................................................................................................................................12

INTRODUCTION
Marketing is defined as promoting company’s products in front of the potential
customer base through effective communication channels. This report is based on the case
study of role of marketing in respect to the Marks and Spencer Company. The organisation
was initiated its business operations in the year 1884 by the founders Michael Marks and
Thomas Spencer. Company is associated with the retail sector henceforth, engaged selling
high quality clothing, home products and other retail products. Headquarter of the company is
located in London, United Kingdom. This report would analysis about the different roles
marketing function play in the organisation. Henceforth, this report would address all the key
roles and responsibilities associated with the marketing operations. Interrelationship with the
marketing and other functional department would also analysis in this project. Elements
related to marketing mix would also assess in comparative manner with any of the key
competitors of the Marks and Spencer Company. Furthermore, this project would precisely
project the marketing plan in respect to the company.
Task 1
Key element of marketing function
Interrelationship of marketing department and other functional department
In organisation all the roles and responsibilities are segregated into different
functional area. All different departments needs to work together in order to achieve the best
level of operation efficiencies. The interrelationship between the marketing and other
functional departments can be established in the following manners.
Marketing and human resource department
Marketing and human resource department are inter linked with each other in order to
perform the overall objectives of the individual functional department in company. Marketing
department support the human resource department by channelizing promotional campaign of
company in respect to the recruitment drive of the organisation. Department promote the
recruitment drive of the human resource department at all the key promotional channels and
mediums so that human resource department can achieve all its targets. They get to attract the
bets skilled talent at the recruitment campaigns (Bae, 2020). This allows the department to
recruit the skilful human resources that can contribute in the overall growth of the

organisation. Human resource department also support the marketing department by
recruiting the best skilled employees at various designated position roles in organisation.
Human resource department also support the marketing department by channelizing the
training and employee development campaign. Department conduct trainings in which skill
improvement programs are organised so that overall efficiencies of the employees associated
with the marketing department at the Marks and Spencer Company can be improved. All
efforts put by the human resources department have supported the marketing department to
meet all its different objectives behind the functional activities they conduct. It can be
projected that in order to achieve the overall objectives behind the individual functional
department both these departments play the significant role in supporting each other
department to achieve all their different functional objectives.
Marketing and sales department
Marketing and sales department both these departments are interlinked with each
other in order to achieve the individual functional objectives of the departments. Marketing
department support the sales department in promoting all tge products offer by the sales team
at Marks and Spencer Company. Marketing team present the products offer by sales team of
company in such a way that organisation get to attract the customers to buy the products offer
by company irrespective to aggressive level of competition in market. Marketing team also
circulate the campaigns prepare by the sales team such as discount sale and many other at the
time of festivals to boost the sales of the company (Behnoosh, Naylor and Dickson, 2018).
The entire campaigning marketing team conduct for the sales department play significant role
for the department to achieve its overall objectives in the financial year. Campaigning done
by the marketing team allow the sales team to take competitive advantage in the market
irrespective to aggressive level of competition in market. Sales team also support the
marketing team by conveying all key features associated with the different products offer by
company. On the basis of the information provided by the sales team marketing department
frame a proper marketing campaigns that can suit the sale of the respective product in market.
Marketing and sales department both these department are interconnected at a very close
level in order to achieve the individual operational objectives. Both these department play an
important role for the other department to achieve the overall objectives in respect to the
individual department in organisation.
Marketing and Finance department

Marketing department and finance department both these departments carry a strong
interpersonal relationship with each other. Finance department support the marketing
department by allocating suitable budget for all different functional activities of department.
On the basis of the budget allocated to the marketing department team operate all different
campaigns associated with the marketing of company. In case the department need more
budget than also in certain circumstances finance team allocate more budget to the marketing
team so that they can meet all their operational objectives. Marketing team also support the
finance department to achieve its individuals operational objective (Domegan and et.al.,
2019). Marketing team provides various researches over retail sector, competitors and
different other research to the finance team so that they can execute the functional activities
such as investment of company and many such different functional activities. The
information provided by the marketing team play an important role for the finance team in
making strategies related to business expansion, strategic alliance and many such decisions
that immensely influence the overall growth of the company. It can be stated that both these
departments marketing and finance are interlinked with each other in order to achieve the
individual objectives behind the operations of such departments. In case of organisation like
Marks and Spencer Company where all functional activities of company are segregated into
multiple functional departments it becomes essential for all the department to support other
functional department so that overall objectives of the business of the company can meet.
Marketing and Operation department
Marketing and operation department play a key role in achieving the individual
objectives of department. Marketing department provide market research over latest trend and
fashion to the operation department. On the basis of the information provided by the
marketing team operation department conduct planning in respect to launching new products
and fashion. The research provided by the marketing team guide the operation team towards
improving the overall work efficiencies of the team (Faruque, Khatun and Rahman, 2016).
Operation team also provide the detail information about the products offer by company and
certain other information that can support the marketing team to form a suitable marketing
campaign to enhance the overall sale of the product in target market. Both these department
work together to achieve the each other operational objectives.
The above mentioned points indicate how different functional department of the
Marks and Spencer Company work along with the marketing department to meet the

individual operational objectives. In case of Marks and Spencer where entire organisation
structure is segregated into various functional departments it becomes essential for the
company to work together with other functional department so that overall objectives of the
organisation can be achieved by the company. Collaborative approach is the best way to meet
the objectives behind the operations of organisation.
Marketing relation to wider organizational context
Makring is the process through organization advertise its product and sevices to a
wide range of customers. Thus marketing department comes in direct contact with customers,
therefore they are will aware of their requirements, due to which marketing plas a significant
roles in wide organizational context. Following are the roles of marketing with organizational
functionals.
Marketing with R&D-
Marks & Spencer is a retail store which provide wide range of products to its
customers but with that organization is also showing high interest in provuiding products as
per customer requirements due to which it also provide which are developed by organization
itself. Marketing department at Marks & Spencer plays a very important role with R&D
department because marketing department is in direct contact with customers due to which it
is well aware of their requirements. Thus marketing depatment provide instructions to R&D
department because it is responsible for developing products and thus when they are able to
develop products as per customer requirement (Porcu and et.al, 2019). Then due to this
cordination between marketing department and R&D Marks & Spencer will be able to
provide new products to its customers due to which it would be able to matain their
engagement with the organization and with that they will also be able to attract new customer
towards the organization.
Marketing with finance-
Marks and Spencer is a multinational british retailer which provide wide range of
products to its customers, due to which it is very important for organization that it is able to
attract new customers and at the same time maintain existing customer count. Thus in order
to increase the brand awareness of the organization Marks and Spancer uses creativing
markeing strategies and to acomplish that marketing department has to make contacts with
the finance department. Finance department at organizations like Marks & Spencer is
responsible for alloting budget and the department have to develop their organizational

strategy on that basis. Thus marketing department has to develop contacts with the finance
department such that it is able to get a sufficient budget for developing effecient advertising
strategies (De Luca and et.al, 2020). But on the other hand finance department is responsible
for maintaining a strong economical condition for the organization. Due to this effecient
communication Marks & Spener is able to get high brand awareness and maintain strong
economic background.
Marketing with Production-
Marks & Spencer is a multinational organization which provide wide range of products to its
customers all across the globe due to which the marketing department at Marks & Spencer is
responsible for maintaining close contacts with production department. This is important
because the marketing departement is responsible for developing marketing strategy and thus
it wants products to be made available within a short period of time. But the other side of the
coin is that production department is responsible for developing products in a large quantity
and testing the developed product (Aarons and et.al, 2016.). By this activity production
department make sure that developed product is high in quality, thus marketing department
and production department works in proper cordination.
Roles and responsibility of marketing-
Following are the roles and responsibilities of the marketing functions at M&S.
Increasing brand awareness
Marketing functions has to make creative advertisement measures in such a way that
company is having high level of brand awareness and for which it has to implement creative
and clear promotion measures.
Developing customer relationship
The marketing function comes in the direct contact with the customers and because of which
it can take efficient feedbacks from the customers in such a way that it is able to resolve the
issues which customers are facing during their engagement with the organization and reduce
the chances of brand switching.
Analysing changing market trends
Marketing department has to monitor the changing market trends and them evaluate the
different with company’s existing working capability. Thus on this basis it tend to develop
improvisations through which it can ensure high level of work productivity.

Task 2
Comparative analysis of elements of marketing mix
Marketing mix
factors
Marks and Spencer Company Tesco Company

Product Marks and Spencer Company
offer different retail sector
products such as food, home
products and clothing line.
Product range of company is
well diversified as it cater to all
type of potential customers
irrespective to any age group,
gender or any other form of
diversification (Karl and et.al.,
2018).
The diversified product line of
the company allow the Marks
and Spencer Company to meet
the need and requirements of all
different potential level of
customers associated with the
retail sector.
Product portfolio of company
comprises with all top brands in
all different product segment
such as clothing, food brand and
home product brands.
Product portfolio of the
company is one of the key
reasons why Marks and Spencer
Company could achieve such a
massive growth in the business
all across the globe.
As compare to the Tesco
Company it offers more brands
and products that look suitable
for all types of potential
customers which support
Tesco Company is among the
leading brand in the retail sector
all across the globe.
Company offer different retail
sector products such as food
products, clothing line and other
retail sector products.
In comparison with the Marks
and Spencer Company product
portfolio of the Tesco Company
not look that much wide and
diversified which restricts the
company in taking competitive
advantages against the Marks
and Spencer Company (Lee and
et.al., 2020).
Apart from having the
limitations in the product
portfolio it could somehow
cater the need of all types of
gender, age group and other
types of customers base at all its
business locations.
Due to the smaller brand image
as compare to the Marks and
Spencer Company and
restricted product portfolio of
company it could not perform
much competitive in the market
as compare to other brands like
Marks and Spencer Company.

company in enhancing the brand
loyalty of all its customers all
across the globe.
Price Pricing is among the key aspect
of the Marks and Spencer
Company.
Company follow the practice to
serve the best quality products at
the most affordable price
possible.
Pricing policy of the company is
more affordable as compare to
the Tesco Company which could
allow the organisation to
enhance its overall growth in the
market as comparison to the
Tesco Company (McDarby and
et.al., 2018).
Company also follow the
seasonal discount strategy on
every single occasion and also
the sale where it offers products
at heavy discount. This tactic of
company has also supported the
company in enhancing and
boosting the individual growth
rate of company as compare to
other brands like Tesco
Company.
Tesco Company is also good
known for its pricing policies
and strategies.
Company is also engaged with
the tagline call as discount
brand.
Company follow the practice of
providing the best quality
products at the best price
possible in respect to the target
customers of the organisation.
All these policies and
operational strategies of the
company is effective at some
level but in comparison with the
Marks and Spencer Company it
could not provide the healthy
discounts to its customers
which somehow supported the
Marks and Spencer Company to
boost its sales by attracting
more customers as compare to
the Tesco Company.
Place Marks and Spencer Company is
among the big brand associated
with the retail sector and the
only reason behind this brand
Tesco Company also operates at
many locations.
Company is currently operation
at more than 5000 business

image of company is that it
operate at the global level.
Company operate at more than
14000 locations all across the
globe which makes the company
as a global brand in retail
market.
In comparison with the Tesco
Company Marks and Spencer
operate at approximately double
the overall business locations of
the Tesco Company.
The global presence of
company’s business makes the
brand as a leading brand in the
retail market at a global level.
The total number of business
locations could support the
company in enhancing its brand
value and take competitive
advantages in the same market
where Tesco Company is also
operating its business operations
with lesser value of its brand.
locations at a global level.
As comparison with the Marks
and Spencer Company it
operates at a very few business
locations which could somehow
damage the market present and
its ability to take competitive
advantages in the same market.
The less number of business
locations always play a negative
part and role for the company in
enhancing the sales potential of
the organisation in the market
(Rogers and et.al., 2017).
Promotion Marketing team of the Marks
and Spencer try to utilises all
key marketing and promotion
channels for promoting different
products offer by the company.
Marks and Spencer Company
promote all its products at
different promotional channels
such as social media marketing,
Tesco Company follows the
various strategies for promoting
all its products.
Company follow all types of
promotion mediums such as
social media, digital
promotions, radio, television
and different other promotional
mediums.

digital marketing, search engine
optimisation, radio, television
and various other platforms so
that high market presence can be
entertained by the company.
As comparison to the Tesco
Company it utilises more new
age platforms and technologies
such as animations to promote
its products in the target market.
Promotions of company are well
diversified and suitable in
respect to the potential level of
customers of the Marks and
Spencer Company at a global
level.
Behind the effective brand value
of the company promotions of
company played an important
role for the organisation in
enhancing the brand value of
company in the retail sector.
In comparison with the Marks
and Spencer Company it has
given more emphasis over the
traditional mediums of
promotions such as radio,
television, holding which
somehow could influence
negatively the overall brand
value of company in market.
The marketing and promotion
of budget of Tesco Company is
also limited in comparison to
the Marks and Spencer
Company which also could
support the Marks and Spencer
Company to enhance the
growth rate in more effective
manner as comparison to the
Tesco Company.
Physical evidence Marks and Spencer Company
meet all safety standards ensure
by the government.
In the current situation of
COVID 19 pandemic company
management has given a huge
emphasis over all types of safety
measures that can ensure the
proper assurance of the heath
safety of the target customers in
the market (Spears and et.al.,
Management at Tesco Company
also meet up all types of health
and safety measures at the
organisation.
Comp[any has given physical
evidences over its operations
and has taken care of all types
of hygiene protection to ensure
the best level of work place
atmosphere.

2016).
Company premises are big as
comparison to the Tesco
Company which could support
the organisation to ensure all
safety and health measures in
more effective manner as
comparison to the Tesco
Company.
People Marks and Spencer Company
contain the well diversified
product portfolio which has
allowed the organisation to
achieve the best level of
customer support in market.
Due to the diversification in the
product portfolio of company it
could cater to more number of
people as compare to the Tesco
Company.
Irrespective to any gender, age
group and preferences of the
customers company could deal
with all the needs and
requirements of the customers in
the target market.
Tesco Company has also given
a huge emphasis over dealing
with the needs and requirements
of all types of potential
customers in the market.
Company always try to cope up
with the latest trend and fashion
in the market which has
supported the organisation to
deal with all types of potential
customers available in the
market.
In comparison with the Marks
and Spencer Company it is a
low level brand which could
hamper the company in
satisfying the customers less in
comparison to the Marks and
Spencer Company (Strotmann
and et.al., 2017).
Process Marks and Spencer Company
follow the precise process to
promote all its products.
Company follow techniques
Tesco Company also follow the
precise approach buy due to the
limitations in budget company
did not able to follow the

such as segmentation, targeting
and positioning which could
support the organisation in
achieving the maximum level of
competitive advantage in the
market in comparison with the
companies like Tesco.
precise process as compare to
the Marks and Spencer
Company.
Task 3
P4. Strategic marketing plan
Goal
To improve the sales turnover of company by 30% at the end of this financial year.
SMART Objectives
 Company’s objectives behind the marketing plan are specific as it tries to improve
the sales turnover by 30% and also to improve the brand value in target market.
 The objectives of achieving the improved sales turnover and brand value can be
measured easily by the company.
 The objectives to improve the sales turnover of company by 30% and improve the
brand value of company are achievable in nature (Trail and McCullough, 2017).
With the support of proper strategies and tactics company can easily achieve these
objectives behind the strategic marketing plan.
 The objectives are realistic in nature. Company has achieved these objectives in
previous years as well which look these objectives more realistic for the Marks and
Spencer Company.
 Company is trying to achieve these objectives in the time spam of one year.
Strategies
Social media marketing: Company will follow the social media marketing strategy for this
project. Social media marketing strategy would support the company in enhancing both sales

turnover and brand value of company in target market (Tobey and et.al., 2017).
Digital marketing: Digital marketing strategy would also use by company. In this strategy
company will approach channels such as Amazon Prime and different other digital channels.
Search engine optimisation: Company will follow the search engine optimisation strategy
to improve the brand value of company and also to boost the sales turnover of company in
target market
Tactics.
Segmentation: Company will follow demographic segmentation strategy for this campaign.
On the basis of the age and gender company will segment its products (Wilcox, Sussman and
Chung, 2018).
Targeting: Company will target all gender, age grop people in these strategies.
Positioning: Company will position its products with the support of all different strategies
such as internet, social media and different others.
Monitoring and evaluation
With the support of sales analysis and tools like Google Analytics company will
monitor and evaluate the success of the marketing plan. Monitoring and evaluation will be
done with the support of regular reviews over marketing outcomes of company.
Forcasting
IT is forcasted that with the support of all the strategied and tactics used in this plan
will favor the company to meet all its aim and objectives over a timely basis.
Budget
Company has set a budget of £ 500000

CONCLUSION
Marketing is about to promote company’s products in front of the potential customers
in the market. Marketing mix comprises with elements like product, price, place, promotion,
physical evidence and different other factors that support the company in improving the
marketing objectives of company. Strategic marketing plan of company will focus on
strategies like social media, digital promotion, search engine optimisation and certain other
strategies to achieve all objectives and goal of the company’s strategic marketing plan.

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