Principle of Marketing: Case Study of Marks and Spencer

Principle of marketing

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Organisation current situation............................................................................................................3
Marketing strategy.............................................................................................................................4
Marketing mix...................................................................................................................................5
CONCLUSION.....................................................................................................................................6
REFERENCES......................................................................................................................................7

INTRODUCTION
Marketing is defined as a process to promote company’s products in target market.
Principles of marketing are the fundamentals behind the marketing of company’s products in
front of target customers. This report is based on the case study of Marks and Spencer
Company. Company was established in the year 1884 by the founders Michael Marks and
Thomas Spencer. Company operate its business operations in retail sector by selling high
quality clothing, home products and food products. Henceforth, report will emphasis on the
existing situation of the organisation. This report will provide a key overview about the
different marketing strategies for implementing segmentation, targeting and positioning of
the organisation. Furthermore, report will analysis on marketing mix in respect to the
organisation.
MAIN BODY
Organisation current situation
Marks and Spencer Company is among the leading brand in retail sector. Company is
engaged with selling high quality food products, clothing and other retail items. Company
initiated its business operations in United Kingdom which further expanded other part of the
world also. Currently company is operating its retail outlets in more than 1400 locations
across the globe. Company is also listed in London Stock Exchange. As per the latest
financial statements company has generated the sales turnover of
£10,377.3 million which further resulted into the net revenue of £37.3 million (Kwang and
Sone, 2019). All statistics of the company indicated about its current position in the retail
market across the globe. Marks and Spencer is a well established brand that has channelized
into effective brand image of the organisation. Company caters all leading brands associated
with the retail sector. Company also carry strategic partnership with dealers and suppliers to
meet all needs of target customers of company. Food segment of Marks and Spencer has
received a huge dominance all across the globe. Organisation culture of the company has
becomes among the primary reason behind such a huge dominance of the organisation in
retail sector all across the globe. Forbes has project the Marks and Spencer Company as the
“World’s Best Employer” in the year 2019. Company is engaged with plenty of marketing
campaigns that has channelized into an effective brand image of the organisation all across
the globe.