Principles of Marketing: An Analysis of Marketing Strategy, Mix, and Customer-Driven Approach

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Develop a marketing strategy.................................................................................................3
Discuss the marketing Mix.....................................................................................................5
Discuss the customer driven strategy.....................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals:................................................................................................................9

INTRODUCTION
Marketing can be understood as the process of acquiring potential customers and clients
interested in the organization's commodities and services. This is a process which includes
investigating, promoting, selling and dispersing the goods and services. This discipline involves
the study of market, together with the behaviours of consumers and it examines the commercial
management of businesses for the purpose of customer attraction, acquisition and retention by
fulfilling their demand and wants and ingraining brand loyalty (Bodell, 2021). From the
assessment 1, it is identified that Marks and Spencer (M&S) is considered to prepare this report.
This is a global retailing organization in British administration. The headquarters is in London,
UK. This is famous for merchandising clothing, food products and home products. A marketing
plan is going to be prepared in this report to achieve certain objectives and targets of that
company. In this report, Ansoff marketing framework will be outlined to know the growth
opportunities of business. Marketing mix will be elaborated in which 4Ps are covered; product,
price, place and promotion. Lastly, it will outline the customer driven strategy of the company in
which segmentation, targetting, positioning and differentiation are involved.
SMART Objectives:
 Specific: Improve services of customers and their user experiences as well.
 Measurable: Respond to all queries and issues within 12-24 hours while advancing the
NPS score to 98.
 Attainable: Response times as well as NPS score show additive enhancement versus one
year ago.
 Realistic: The customer experience will show the ability to grow and develop.
 Time: As measured by every quarter metrics for times of responses and NPS scores.
TASK
Develop a marketing strategy.
Anosff matrix is often known as product or market expansion grid method. This is two by
two tool exploited by marketing and strategic managers to help in planning while examining
growth initiatives (Bonaparte, 2019). It helps stakeholders to analyse the level of risks associated
with various growth or expansion strategies. In respect of Marks and Spencer, the growth or
expansion strategies within the Ansoff matrix are as follows: