Marketing Planning Plan of Contents InTRODUCTION

MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION .........................................................................................................................................................2
PART 1...........................................................................................................................................................................2
Situational analysis....................................................................................................................................................2
Industry and Environmental analysis........................................................................................................................2
Competitor Analysis .................................................................................................................................................3
PART 2...........................................................................................................................................................................4
Market focus..............................................................................................................................................................4
Appropriateness of targeting, segmentation and positioning....................................................................................5
Marketing programme...............................................................................................................................................5
CONCLUSION...............................................................................................................................................................6
REFERENCES................................................................................................................................................................7
1

INTRODUCTION
Marketing planning can be defined as a plan which provides outline of the organization’s
advertising as well as marketing efforts for the future. It explains activities of business which are
involved to accomplish the particular objectives of marketing in a specific time period. Present
report is based on Marks and Spencer which is a British retailer and it is engaged in selling of
food products and clothing (Hollensen, 2015). This report provides clear understanding of
situational and competitor analysis of the stated firm. Moreover, it also covers the marketing
objectives that help the company at the time of promoting its products and services.
PART 1
Situational analysis
It can be termed as the collection of different methods which are used by manager for
analysing the internal and external environment to analyze the capabilities as well as business
environment of the company. In context of Marks and Spencer, the main goal of the firm is to
provide appropriate quality of products and services which helps in developing trust in the mind
of customers. Further, the key objective of company is to meet expectations of their employees
so that they can give more contribution to the company. In terms of financial aspects, the main
purpose of the organization is to increase its sales of the products.
There are some of competitors of Marks and Spencer who offers same services such as
Asda, Aldi and Tesco (McDONALD and Brown, 2016). Further, for gaining competitive
advantage and to raise the value in the price of shares the M&S is required to focus on their
customers. It needs to manage internal as well as external environment to evaluate the effects of
perception of people. The company delivers services for enhancing life of customers by
providing high quality as well as innovative products in the field of food and clothing as their
main focus is on to making sustainable future. The major competencies of M&S providing
results in the development of the brand and appropriate quality control along with the proper
customer services. Thus, it can be stated that the main purpose of company is to achieve set
objectives and goals in an effective manner.
Industry and Environmental analysis
In market segmentation of M&S is done on the basis of demographic, physiography,
behavioural and geographic. The geographic segment of Marks and Spencer is UK but the
company also have more than 300 stores in 41 international territories. Further, the company has
2