PGBM15 Marketing Management Assignment

This assignment focuses on evaluating the strengths of M&S' marketing strategy, analyzing the dynamics and trends in the UK retail industry, and providing recommendations for marketing strategies. It covers various marketing concepts such as production, product, selling, marketing, and social marketing. The assignment also includes a situational analysis of the UK retail industry and explores opportunities and challenges for M&S. Finally, it offers recommendations for marketing strategies and tactics to satisfy marketplace needs and build market share.

Running Head: PGBM15 MARKETING MANAGEMENT ASSIGNMENT
PGBM15 Marketing Management Assignment
Name of the Student
Name of the University
Author’s Note

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Executive Summary
The sole purpose of undertaking this report is to make use of appropriate knowledge of
business and marketing philosophies and concepts, and then critically evaluating the strengths
of M&S’ strategy in delivering value with respect to its current brands and customers. Later
on, within this report the research will be carried in regard to that of the dynamics trends
within the marketing environment of the UK retail industry. A situational analysis is being
carried out for the identification of the key factors that underpin the opportunities and
challenges for the company. Later on, within this specific report based upon the key
dynamics identified, recommendation is being undertaken by means of covering marketing
strategies and tactics (to any of your selected portfolios within M&S) in order to satisfy
marketplace needs and build its market share. The various suggestions for implementation is
being underpinned with that of the relevant theory and practice.

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Table of Contents
Part 1: Using appropriate knowledge of business and marketing philosophies and concepts,
critically evaluate the strengths of M&S’ strategy in delivering value concerning its current
brands and customers.................................................................................................................3
Production Concepts...............................................................................................................4
Product Concepts....................................................................................................................4
Selling Concept......................................................................................................................5
Marketing Concept.................................................................................................................5
Holistic Marketing Concept...................................................................................................6
Integrated Marketing:.............................................................................................................6
Performance Marketing:.........................................................................................................7
Internal Marketing..................................................................................................................8
Relationship Marketing..........................................................................................................8
Part 2: Research and evaluate the dynamics and trends within the marketing environment of
the UK retail industry. Produce a situational analysis identifying the key factors that underpin
the opportunities and challenges for the company.....................................................................9
UK Marketing Environmental Analysis (Departmental Industry),........................................9
Products and services segmentation (2018-19)....................................................................11
Marketing Environment analysis..........................................................................................11
Marketing Structures and environment:...............................................................................11
BREXIT & its impact on M&S:...........................................................................................12
Changing of consumers behaviour.......................................................................................13
Digital marketing and Knowledge of Technology...............................................................13
Supply Chains of Mark and Spencer:...................................................................................14
Part 3: Based on key dynamics identified in part 2, make appropriate recommendation
covering marketing strategies and tactics (to any of your selected portfolios within M&S) to
satisfy marketplace needs and build its market share. Your suggestions for implementation
must be underpinned with relevant theory and practice...........................................................15
Marketing Strategies of Marks and Spenser:........................................................................15
Product Development Strategy:............................................................................................16
Segmenting, Target and Positioning Strategy of Marks and Spenser:.................................18
Recommendations....................................................................................................................21
Conclusion................................................................................................................................24
References................................................................................................................................25

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Part 1: Using appropriate knowledge of business and marketing philosophies and
concepts, critically evaluate the strengths of M&S’ strategy in delivering value
concerning its current brands and customers.
According to the author (Kotler et al. 2015), says that Marketing is an organisational
function, a philosophy of the business and a set of processes for creating, communicating and
delivering value to customers. Another way to say that it is the science and art of discovering,
produce and distribute an efficient way which satisfies the worth of products or services and
requirements of the target market to make a profit. There are various marketing philosophies
used in the business operation to guide their marketing efforts.
The marketing concepts are relating to business philosophy which classifies needs and
wants of customers; it benefits both customers and the organisation. But identical or one kind
of marketing philosophy is not suitable for every business. Hence, it required different
business concepts. These concepts determined by clear objectives, a) Cost efficiency, b)
Product quality, c) Customer’s needs and satisfaction etc.
Marketing management philosophy also is known as marketing concepts. The choice of
the concepts depends on the company in which fields they will target to satisfy customers’
needs and wants to make maximum profit. Therefore, under the marketing philosophy – the
following five concepts are explained: they are as follows:
 Production Concept.
 Product Concepts.
 Selling Concepts.
 Marketing Concepts.
 Social Marketing Concepts.

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Production Concepts
This concept is suitable for mass production and low-cost price when knowing the steady
consumption market and consumer prefer the products. It belongs to the Law of supply and
demand formula. This concept works well when demand is higher than supply. Hence,
companies are focusing on producing more products to reach total market audiences at a low
price. Low price products may attract new customers, but they do not focus on the quality,
and so it may backfire of fewer sales because of substandard products of some audiences.
Example of production concepts:
 This approach is perfect for the companies whose market are spread all over the world.
M&S can’t get many benefits out of it because there are many players in the market
involved with similar business.
 Advantage of doing monopoly business.
 Whose products demand is higher than supply.
Product Concepts
This is product orient concepts which don’t influence the consumers buying
decision. Here consumers prefer high quality product because the price is not very important
factors for them. Hence, the company needs to concentrate on high quality product and
continuous improvement to keep a certain group of consumers who afford to pay more. But
sometimes it became very expensive, and customer buy when they need them, it reduced the
company’s sales figures. The factors like the product price, availability, usability is driven by
certain group of consumers – company fail to full fill their needs. This is the drawback of this
concept. Example of product concept are as follows:
 This concept is suitable if the company is involved with technology industries like
smartphones, laptops, medical machinery etc.

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 If the company has no strong competitor, then they can take advantage of monopoly
business.
Selling Concept
This Concept emphasis on attracting and influencing customers to purchase the
product by violent selling and advertising trick. It focuses on make the sale as much as
possible of the product not paying much attention to the quality and customers’ needs. Only
one aim to make money. This concept doesn’t bother to make a bond with customers, and
that’s why there is a less repeated sale. The main aim of selling is to convert goods into cash.
Hence selling can be productive only for a short period. This is a short-sighted philosophy
approach. Example:
 Companies have short-sighted profit goals. This indicates to marketing myopia.
 Fake companies make a profit and disappear from the market.
Marketing Concept
According to this concept, customer satisfaction is the main key to success of the
business. It is concerned with raising brand awareness among the consumer market. It
resembles towards making the use of the media platform and that of the social-media
channels to depict out the list of advantages that will be obtained with the consumption of the
product that is being offered. This concept is based on four factors, and these are –
1. Classify the target market.
2. Customers’ needs and wants to be understood in the selected market.
3. Product development and services to be done as the needs of target customers.
In this concept focusing on how to fulfil the needs of customers without disturbing the
environment, natural resources and humanity who are involved in the broad society. This
philosophy believes that the business is a part of the society and it should take part in the
social services like poverty control, illiteracy, controlling explosive population growth, the

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limit of using plastic bags, recycled paper etc. There are many larger organisations take that
marketing activity is part of their ‘’corporate social responsibility’’. M&S has a special cell to
collect clothing and unused products to control environment as a part of the responsibility.
Holistic Marketing Concept
The brand is the largest retailer company. It generates it revenues from the upper and
middle level consumer market segment. It took initiative in the CSR activity within the year
of 2003. M&S have always shown a mark improvement in the standards, values and prices of
their products but above all their prime focus was increase the number of customers and the
turnover.
Figure: Holistic Marketing
Source: (Statistica, 2019)
Integrated Marketing:
(Products & Services, Price, Communications and Channels), Strategy of product and
service differentiation is the main feature for M&S. By providing a welcoming, co-operative
service that promises greater shopping comfort and closeness to clients, differentiate M&S
from other high street retailers. The company swiftly turn into a household name, with a

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strong business image. This could be relied to give good “value for money” and became more
fruitful.
Performance Marketing:
They even made use of five year eco plan. This plan is being converted into several
phases. Phase A is successful which aims at making improvement within the environmental
phase. On the other side, it is because of the plan A in the year of 2009, the concern firm was
able to introduce about £50m additional profit. About 50,000 tones reduction within CO2
emissions. Marks and Spencer recycled about 1.8 million used clothing by making use of the
Oxfam. The waste of 20,000 tones is diverted from landfill. The carrier bags usage is reduced
by 400 million bags by charging and encouraging customers not to use them.
Relationship Marketing
The concerning firm makes use of the social-media platform to raise brand awareness.
Besides, the firm makes use of the digital marketing platform to penetrate the other region of
the market. Besides, the use of the loyalty programs is being introduced which gives the
option to collect loyalty points and rewards, which can be used in the later period for
undertaking purchase activity. Besides, the firm identifies the potential consumers upon the
number of loyalty points. This loyal consumers are served with tailor made discounts and
offers to safeguard their interests.
Wide variety of products: Marks and Spencer’s had a variety of products in every
store which helps the customers to choose the best. For example, if we take vegetables,
Marks and Spencer’s began to sell the vegetables and fruits over 40 years ago, they started
selling fruits and vegetables such as Canary tomatoes, avocados and English apples, carrots,
and M&S always trusted on the farmers with good relationship from where they can increase

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the variety of products. Back in 1970’s Marks and Spencer’s influenced small growers of
strawberries to drive their crop straight to local marks and Spencer’s stores.
To find the perfect taste of the customer's Marks and Spencer’s spend more than three
years on testing and tasting the strawberries before launching marks and Spencer’s jubilee
Strawberry in summer 2003. Now Marks and Spencer’s has more than 1200 suppliers with
over 400 different varieties, as well as 500 different types of pre-prepared fruits, vegetables
and salads.
Part 2: Research and evaluate the dynamics and trends within the marketing
environment of the UK retail industry. Produce a situational analysis identifying the
key factors that underpin the opportunities and challenges for the company.
UK Marketing Environmental Analysis (Departmental Industry),
A set of business activities is called retailing or vending which adds value to the
product and services vended to the consumers. Earlier it thought that the sale of products in
the stores is retailing, but it involves the sales of services too. As per Philip Kotler, retailing
includes all the activities involved in selling goods or services to the final consumers for
personal, non-business use. A retailer or retail store business enterprise’s sale volume comes
primarily from retailing. These are the final business entities in a distribution channel that
links manufacturers to customers. Manufacturers typically make products and sell them to
retailers or wholesalers. Wholesalers resell these products to the retailers, and finally,
retailers resell these products to the ultimate consumers (www.pwc.com.uy, 2019).
According to IBIS World industry report, the department stores in 2018 to 2019
shows,
Revenue Annual Growth (14 – 19) Annual Growth (19 – 24)

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£ 18.4bn 0.2% 0.5%
Profit Wages Business
£991.5m £2.8bn 101
The above analysis gives an idea about the retail industry market. Earning shows 18.4
bn GBP by only 0.2% growth rate for the year 2014 to 2019 and projecting annual growth
rate 0.5% for the year 2019 to 2024. Where profits are GBP 991,5m and wages is GBP2.8bn.
The total market Shareholding these groups as follows -
John Lewis
Partnership Plc
Mark & Spencer
Group Plc
Debenhams Plc Harrods Ltd.
21.3% 20.7% 9.9% 5%
These figures express that John Lewis Plc is on the top of market share competing
with other strong rivals. Mark and Spencer are holding 20.7% of the market share and
followed by Debenham 9.9% and Harrods 5% respectively. Other retailers are doing similar
business in the competitive market. These are the closest competitor of Mark and Spencer in
the line of various portfolio business. As per M & S annual report 2018, shows clothing and
home revenue was GBP 3.7bn in the UK only, and this sector declined -1.4%. Contribution to
the UK revenue was 39% (Marksandspencer.com, 2018).

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3.10%
24.60%
20.30%
16.50%
14.40%
9.40%
5.90% 5.80%
Food
Clothing
Health & beauty products
House hold items & furniture
Accessories
Electricals
Games & toys
Books and all other products
Figure: Market Share
Source: (Statistica, 2019)
Products and services segmentation (2018-19)
The subsequent pie charts specify the percentages of different segments of the
business portfolio of mark and Spencer at present. The chief executive, Steve-Rowe narrated
- “M&S needs to change and change fast. We are now in the first phase of our
transformation, restoring the basics so that we can deliver sustainable, profitable growth to
investors, colleagues and the communities in which we operate.”
Marketing Environment analysis
In this session going to analyse a bit of different ecological influences on Mark and
Spencer retail business. Studying marketing atmosphere is crucial to developing marketing
tactics to the environment (Kotler et al. 2018).
Marketing Structures and environment:
There are two parts of the marketing environment; it is Macro- environment and
Microenvironment. External factors fall under the macro environment. These factors are
uncontrollable by the business organisation, but they can be acclimated the factors. M&S is
going through this turmoil due to unstable various environmental issues. The organisation is
trying to save the business to tackle the present situation. The CEO has taken a few strong
steps to close unproductive stores to reduce the burden of expenses. As the negative impact of

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referendum 2016, retail business sectors heavily affected. M & S clothing sales declined by
8.9% (Hammand, 2018)
Figure: Macro & Micro environmental factors
Source: Statistica, 2019
BREXIT & its impact on M&S:
Macro factors are affecting M&S retail business in the UK. Retail industry under
pressure due to BREXIT issue. It’s disturbed the stable market since 2016; many retailers
find themselves uncomfortable as profit margin going down comparing to increasing cost and
less demand (deloitte.com). Confidence of consumers has dropped and as well confused.
There are numbers of business organisations that moved from the UK to other European
countries; it may hurt the labour market. Cost of living increasing because of the price of
essential commodities tending to reach up.
Changing of consumers behaviour
The changes of consumer’s behaviour are another challenge of the retail business,
lack of disposable income restrict to purchase different occasional clothes, and that reflect on
total M&S sales (Eley et al. 2018). Customers tend to spend less and buy from more
convenient home and pay comparatively lower than the store. So, this is the challenge of

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Mark and Spencer, also face increasing online business. It is a sign of social, behavioural
change. “External competition has limited growth, despite operations’ improved focus on
their online sale”. (IBIS World industry report G47.190.) As per the report, (Hobbs et al.
2016) taste habit is changing in the UK thus affected M&S clothing retail sales.
Digital marketing and Knowledge of Technology:
It is one of the most influential factors currently. Almost 40% of the worlds’
population use the internet, vast numbers of people have smartphone or android phone to the
internet facilities. Social media use the internet for marketing purpose, created websites,
adverts, e-mail, videos short film etc. handy marketing tools for better understanding of
current flows and interest. Likewise, making a review of the products or services online is
faster and cost-effective (Internetlivestats.com, 2017).
Supply Chains of Mark and Spencer:
It requires significant upgrades in Clothing & Home and Food; the retailer told
investors when it revealed a 62 per cent fall in pre-tax profit for the year to 31st March. The
following information’s are quite relevant to the present topic. (“The daily Logistics manager
news” published on 13 March 2019). Duty-free plan for no-deal Brexit would apply for 12
months as a temporary approach to cost is undertaken in specific sectors. But Temporary
import tariffs will not apply to goods crossing from Ireland into Northern Ireland.
Government’s priority is securing a deal with the European Union. This is the critical news
for importers (The daily logistic news, 2019).

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Part 3: Based on key dynamics identified in part 2, make appropriate recommendation
covering marketing strategies and tactics (to any of your selected portfolios within
M&S) to satisfy marketplace needs and build its market share. Your suggestions for
implementation must be underpinned with relevant theory and practice.
Understanding the marketing strategy and its importance to aligning the marketing
strategies are the overall corporate strategy of the company. The marketing strategy describes
how the marketing mix uses the most significant way to attain the corporate strategy and
objectives. Here the target customer is the heart of the marketing strategy. As per Kotler -
“All marketing strategy is built on STP: Segmentation, Targeting, and Positioning. A
company discovers different needs and groups in the marketplace, targets those needs and
groups that it can satisfy in a superior way, and then positions its offering so that the target
market recognises the company’s distinctive offering and image.” (Philip Kotler and Kevin
Lane Keller, 2008).
In this section, ‘Clothing Portfolio’ of M&S retail business has been chosen for
assessing the related marketing strategies
Marketing Strategies of Marks and Spenser:
Organisational success and for increasing the market share depends on the knowledge
and efficiency of marketing manager about handling all the possible opportunities and
challenges into the industry. M&S clothing retailing can follow different types of marketing
strategies, such as product development and market development strategy of Ansoff’s Matrix
for ensuring growth. M&S CEO proclaimed - “In Clothing & Home, we continued our focus
on full-price sales and removed promotions and the number of clearance sales. Sales declined
as a result, but for the first time in five years, we grew the number of customers shopping our
clothing.

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Our ambition is to be the UK’s essential clothing retailer – famous for quality
products that offer contemporary wearable style, at great prices. We will continue to sharpen
our ranges, by providing better choices with fewer options and delivering more wardrobe
essentials at the right price.” (M&S Annual Report, 2018). This statement gives a clear
indication for their goal which means reduce varieties, essential clothing retailer, high price,
contemporary styles, and quality products.
Figure: Ansoff's Matrix
Source: (Statistica, 2019)
Product Development Strategy:
Over the period, male and female’s fashion and clothing sense and taste have been
changing. Thus, they require proper research and development concerning the changing
fashion to keep the pace with success. A recent data shows that the buzz score has been
decreasing, and in the year of 2017, the score was 10.2 (Statista, 2019).
Moreover, Global Data forecasted the decrease of market share of M&S. In this
situation, the Product Development Strategy to keep consistency with the upcoming fashion
and to keep the market share. CEO mentioned developing contemporary wearable clothes for
growing working class people both female and males regardless of age groups.

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The UK is moving towards service sector industries where the scope for this kind of
clothing is. Smart clothing is essential for workplace and targeting to develop contemporary
wearable cloth for both men and women those who go for a job. As our previous discussion,
designed some modern clothes which are not very heavy and bright in colour. Product price
has discussed in the pricing section.
Figure: Clothing and accessories increasing graph
Source: ([e-mail], 2019)
Market Development Strategy: There are various tactics to keep the business on track by
taking appropriate steps. Here we can talk about market development strategy due to
changing world economy; there is an impact on the inflation rate, exchange rate as well as on
interest rate. Therefore, these factors cause economic uncertainty into the retail industry,
which can be considered as challenges for M&S. Thus, it can be related M&S recent
announcement regarding closure of100 of their stores by the year of 2022 and by August

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2018, there are already closed 22 stores (Edwards, 2018). These all are happening because of
economic uncertainty.
Though the products of M&S have demand into the European countries, however,
because of the new agreement, every rules regulation will be changed (Parker, 2018). The
situation emphasizes M&S to go for Market Development Strategy and find out the most
profitable market and at the same develop a new product which is suitable for the new market
zone. Marks and Spenser to consider these market strategies with importance to fulfill the
organizational goals and increasing the market share. By doing so, it can be possible to save
the market share of this organization into this competitive retail business industry.
Segmenting, Target and Positioning Strategy of Marks and Spenser:
It is one of the most critical responsibilities of a Marketing Manager to understand the
market segment and target it on time. It is not a different scenario for M&S retail business.
But the success of the clothing portfolio enables proper studying of the marketing elements.
 Segmentation Strategy: Segmentation means to divide the marketplace into portions,
which are definable, reachable, actionable, and gainful and have growth potential. Sellers
divide the market according to the demographic, psychographic, behavioral and
geographic features. While producing the cloths, M&S should keep in mind about the
demographic and psychographic features of potential customers, so that they can attract to
the product. Again, M&S has a strong social media and online existence for which, now
the company is operating their business operations successfully.
It is the generation of using modern technologies. Moreover, at present, the customers
are also habituated with using advanced technology, mobile commerce as well as online
purchasing. Therefore, M&S should consider this behavioral factor while segmenting the
market (Murphy & Bruce, 2012).

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 Target Strategy: A target market states to a group of possible clienteles to whom a
corporation wishes to trade its products and services. The company put its marketing
efforts to the specific customers of the group. Target market can be a part of the entire
market. Consumer’s characteristics could be geography, demographics, age groups,
income range etc. (Investopedia, 2019). As our chosen segments we are focusing on
working class men and women so, M&S determinate by using undifferentiated strategy
because of huge market. M&S has a great advantage to use the mass market tactic.
Because they always prioritize quality product which gives value. Therefore, focus those
customers who are willing to pay more price for getting the quality product.
 Positioning Strategy: Positioning is one of the most powerful marketing concepts.
Positioning defines where items or service stands in the marketplace also in the
consumer's mind. Most of the time M&S keep eyes on their customers’ needs and wants.
Takes extra care of delivering those products with excellent quality (McDonagh &
Prothero et al. 2014). For this, they charge high price compared with their competitors.
Moreover, the organisation allows an omni-channel experience for their customers that
they can have the opportunity for home delivery or in some cases in-store pickup (Bennett
et al. 2015).
However, it charges costs. In this case, quality product and delivery service help to take a
position in the minds of the customers. However, this helps to ensure customer satisfaction,
and satisfied customers help to achieve the profitability for M&S. As CEO mentioned, “We
accelerated our plan to operate from fewer, larger, more inspirational Clothing & Home
stores” (M&S annual report, 2018).

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









Figure: Market Positioning
Source: (Statistica, 2019)
The consumer has good images of M&S products in mind already. A developed,
contemporary, essential wearable styles products would be appropriate to position in the
market. “Growth at M&S.com was behind the market as we focused on full-price sales in a
highly promotional market. We will deliver one-third of our Clothing & Home sales online
within five years to prevent further erosion of our market share and to reflect the way that
customers’ shopping habits are changing” – Steve Rowe Chief Executive. Based on the
similar values and reflection in the “Positioning matrix” recommends the following
marketing mix.
High Price
M&S Clothing
Waitrose

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Recommendations
Product Strategy: Product is the object that is made for consumer use (Gauthier et al.
2016). According to the suggested strategies from the Ansoff’s Matrix, it is required for M&S
to highlight on the new product line to manage with changing fashion. Here the report
suggests the name of new product lines as |M&S “Silsila” brand for female and “Harmony”
for male. Under this brand, the company could offer a product line that is attractive to
customers. Also, there is scope for further introduction of sub-range of products for fierce
competition.
Figure: M&S New Products: SILSILA 45.00 GBP and HARMONY 39.00 GBP
Source: (Marksandspencer.com, 2019)
Pricing Strategy: Pricing strategy is an approach which company apply to raise sales and
make more profits by selling their goods or services for proper prices. There are different
types of pricing methods practices by business organisations as per types of business. Such as
skimming pricing, competitive pricing, psychological pricing, geographical pricing.
Penetration pricing, promotional pricing etc. M&S follow multi pricing strategies due to
products range. M&S has an existing market so; this is the plus point of having competitive
pricing for new clothing product instead of penetration or skimming method.

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Some cases M&S has charged a premium price for ensuring quality products and
value of money, but comparatively, it is lower than Harrods, Waitrose and other similar
retailers. According to the strategical understanding of competitors, the price of new product
ranges will be 45.00 GBP for Silsila and GBP 39.00 for Harmony brands. This competitive
price and product quality show clear differences from Harrods, ZARA, and Waitrose.
Customers will have better quality products at lower price.
Present external economic factors have been changing simultaneously, that’s why
creating a significant impact on the retail industry — the UK business organisations facing
many challenges due to unsolved Brexit issue. Changing tariffs between the UK and other
European countries may create economic complications. In this repute, of pricing, M&S
follow the traditional promotional pricing strategy during the time of seasons, as such
Christmas, New Year, winter, summer, Black Friday and so on. By doing so, it can be
possible to create the right value without compromising with the quality, pricing a very
dynamic way.
Promotion Strategy: The promotional strategy is a sales technique for selling products
within a short period, it is an open invitation to attract customers for purchasing. Business
organisation take advantages of sales to make handsome profits and at the same time clear
old stocks. Thus, create cash from stocks. There are different kinds of promotion methods a
company can adopt as needs. Pushing strategy involves personal selling to the market, to
whole sellers and retailers through circulation channels, Cooperative advertising etc.
Pulling strategy promote a product by producing, by consumers request, principally
over publicity and sale promotion applications. M&S follow both push and pull strategy
above the line and below the line methods also follow TTL (through the line) strategies.
Above the line (ABL) – that market to a broader audience, target through TV, Radio,
billboards etc. Bellow the line (BTL) – Also, M&S can use mass media channels like BBC,

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ITV, SKY, channel 4, for their advertisement to the family members because of
undifferentiated situation.
It is already stated that M&S emphasise social media advertisement, for instance in
Facebook, Twitter, Instagram and YouTube and thus, it attracts the customers from the young
generation a lot. M&S runs a unique loyalty program ‘Sparks’. Customers earn points which
can be used in future purchasing from any of the M&S stores.
Place Strategy: It is one of the 4th pillars of marketing strategies. Place strategy plays a vital
role in the marketing mix of products and services. It plans how and where a company will
place its products and services to improve market share and customers buys. Sometimes it is
referring as supply tactics, and it is included stores, both physical and online. Tactically
company can reach to consumers by this or vice versa. Now the internet itself became a
market place. M&S emphasises on proper supply chain management.
Implementation: By following recommendations, it is possible for Marks and Spenser to
improve their product quality as well as delivery process and can ensure their organizational
success. M&S need to capitalise resources for developing their efficient human resource,
marketing policy, financial resources as well as for doing more research and development for
ensuring their organizational profitability. Building competence within the supply chain by
doing regular check and audits meet choice of quality, safe environmental and social
standard.
The company has dedicated to removing plastic microbeads from won brand and
progress clothes for the better. By doing so, it can develop a good plan for organizational
development.
Conclusion
After overall analysis, it can be concluded that Marks and Spenser have different
types of strategic policies for sustaining long-run competitive advantages. They follow the

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marketing mix and combination of 4 Ps strategies for their products to keep the focus on the
market and maintain a position to gain a good relationship with customers which ensure
profits. In the case of market orientation, they emphasise on quality product delivery.
Moreover, for keeping the pace or success, it is essential for M&S to be proactive about the
changeable market situation.
References
Bennett, D.R. and El Azhari, J., 2015. Omni-channel customer experience: An investigation
into the use of digital technology in physical stores and its impact on the consumer's
decision-making process.
Camarero, C. and Garrido, M.J., 2012. Fostering innovation in cultural contexts: Market
orientation, service orientation, and innovations in museums. Journal of service
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