Strategic Marketing Assignment with Answers

Research
Project

EXECUTIVE SUMMARY
Strategic marketing introduces to the activities undertaken by an organisation to advertise
their products and services in marketplace. Strategic marketing is important part for an enterprise
in development of its values. For this dissertation M&S is chosen British multinational retail
organisation. Along with this, there are some objectives for preparing dissertation on topic of
strategic marketing and its importance in creation of organisational value. These objectives
mainly related with role of strategic marketing in creating value for Marks and Spencer, different
strategic marketing approaches that are used by Marks and Spencer and barriers that can be
found by Marks and Spencer while developing the strategic marketing strategies. In order to
achieve these objectives different steps have been used by researcher such as development of
aims and objectives, literature review, research methodology, data analysis and interpretation,
conclusion and recommendation. Along with this, section of literature review has been done with
the help of author's point of view. Research methodology is another section which have been
completed with the assist of different methods including research philosophy, research approach,
data collection methods, data analyse methods etc. All these are useful methods which will
support an investigator by giving actual data about the study. Data analysis have been done with
the use of thematic analyse. Finally, conclusion and recommendation chapter have been done for
achieving aims and objectives of research in systematic manner.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
Topic - Role of strategic marketing in creating organisational value..............................................1
Chapter 1. Introduction....................................................................................................................1
1.1. Research background...........................................................................................................1
Background of Organisation...................................................................................................1
1.2. Research aim and objectives................................................................................................2
1.2.1. Research Aim...............................................................................................................2
1.2.2. Research Objectives.....................................................................................................2
1.2.3. Research questions ......................................................................................................3
1.3. Dissertation structure...........................................................................................................3
Chapter 2. Literature review and evaluation....................................................................................5
Role of strategic marketing in creating value for Marks and Spencer........................................5
Different strategic marketing approaches that are used by Marks and Spencer.........................8
Barriers that can be found by Marks and Spencer while developing the strategic marketing
strategies....................................................................................................................................12
Chapter 3. Research methodology.................................................................................................15
3.1. Research philosophy..........................................................................................................15
3.2. Research Approach............................................................................................................15
3.3. Methodological choice.......................................................................................................16
3.4. Research strategy...............................................................................................................16
3.5. Research design..................................................................................................................16
3.6. Time horizon......................................................................................................................16
Covered in Appendix ...............................................................................................................17
3.7. Data collection...................................................................................................................17
3.6.2. Sampling.....................................................................................................................17

Covered in Appendix ...............................................................................................................18
3.7. Research instrument...........................................................................................................18
3.8. Data analysis......................................................................................................................18
3.9. Research limitations ..........................................................................................................18
3.10. Research reliability and validity ......................................................................................18
3.10. Ethical consideration ......................................................................................................19
Chapter 4. Discussion of findings and analysis.............................................................................20
Questionnaire............................................................................................................................20
Covered in Appendix ...............................................................................................................20
Chapter 5. Conclusion and recommendations...............................................................................25
REFERENCE ................................................................................................................................28
APPENDIX ...................................................................................................................................32
Gantt Chart ...............................................................................................................................32
SPSS..........................................................................................................................................33
Questionnaire............................................................................................................................35

Topic - Role of strategic marketing in creating organisational value.
Chapter 1. Introduction
1.1. Research background
Organisational values can be described as an important factor for a business organisation
that basically drives the way how to interact with customers, developing communication process
among employees at workstation and more. This directly supports company to expand their
business, attain different goals and helps in improving the value and presence of institution
within specific market. It is being analysed that, organisational values cannot be taken as a
simple descriptions of how work is being done within the company. Instead of this, it is the
responsibility of individual (manager), to develop positive environment where every single
individual who is performing within the company, customers and government to carry positive
thinking towards the company. This could easily be done through creating a much more
challenging and collective behaviour among staff members and this could easily be done through
creating a much more positive organisational culture (Andriof and Waddock, 2017). Here,
developing effective strategic marketing for the company's product could help improving the
organisational values amongst customers. On the other side, it can also be said that organisations
like Marks and Spencer would require to improve the overall performance level in order to
sustain within the market for a longer period of time. In present context, there are a range of
strategic marketing approaches like taking in use of social media, blogging, leverage influencing,
using Facebook ads with re-targeting and so on. With the help of this, Marks and Spencer could
easily strengthen its culture through shaping the behaviour along with standards as well. This
will lead M&S to improve its presence and goodwill through developing organisational values
with the help of strategic marketing (Armstrong and et. al., 2018).
Background of Organisation
Marks & Spencer Group plc, mainly known as M&S was found in the year of 1884.
Michael Marks and Thomas Spencer were the two business partners that launched M&S and
present company is majorly known as British multinational retailer and headquartered in
Westminster, London. If it is talked about products or services, which are offered by them to
targeted customers then, they are offering high quality home, clothing along with food products.
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Here, organisation is also listed within London Stock Exchange. Organisational values of Marks
and Spencer is basically committed towards core values in regards to the innovation and integrity
that helps business to improve overall performance level and develop positive environment as
well for both customers and for staff as well. Company has also made interactions with its
customers, partners and staff and this directly aid M&S in promising them to enhance their lives
through contributing towards their requirements every single day (Azar and Ciabuschi, 2017).
Basically, strategic marketing helps an organisation to reach to new heights within the business
market but if it is thought in an internal way, this type of approach also builds skills among
employees of Marks and Spencer. Through this, maximum benefits can easily be gained by staff
members in order to become much more fruitful to the business organisation. It can also be said
that it is much required for Marks and Spencer to keep its focus on enhancing skills and this
could be done through both on table and of table training sessions from time to time.
1.2. Research aim and objectives
This section of investigation basically consists with both aim and objective on chosen
topic. Basically, the whole research stays around to the aim and objectives that are built by
investigator in order to investigate the research in much effective and efficient manner
(Cacciolatti and Lee, 2016). In present context, research has chosen the investigation how
strategies marketing basically creates positive organisational values for Marks and Spencer and
these are given underneath:
1.2.1. Research Aim
The aim of present research is “To ascertain the functioning of strategic marketing in
creating organisational value. A case study on Marks and Spencer.”
1.2.2. Research Objectives
 To understand the role of strategic marketing in creating value for Marks and Spencer.
 To measure the different strategic marketing approaches that are used by Marks and
Spencer.
 To determine the barriers that can be found by Marks and Spencer while developing the
strategic marketing strategies.
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1.3. Dissertation structure
Structure, which is being followed in existing investigation is given in the presented
table:
Introduction This is the first phase, where both aim and objectives are basically being
developed that aid researcher in pulling out favourable outcomes on the
chosen topic and area. Without considering this, researcher cannot develop
the investigating report because both aims and objectives are the crucial part
which basically develops the base for the whole research (Carayannis,
Sindakis and Walter, 2015).This is being considered as a chapter, which
basically helps researcher in creating the base of an authentic investigation. It
can be said that, if aim of a particular research is not being developed
specific then it is may be possible that whole investigation might get
completed in a general way. Here, the investigator is going to keep its focus
on creation of organisational value, which is required for a business company
to improve the overall performance level while operating business at
domestic or international level (Agrawal and Rahman, 2015). Here,
developing an effective and efficient strategic marketing could help the
business company to develop effective outcomes in regards to creating
positive organisational value amongst customers. Therefore, it can be said
that formulating right strategy to market products is often leads a company
like Marks and Spencer to enhance the profit margins, organisational values
and so on.
Literature review
and evaluation
Other crucial phase of an investigation, where the researcher basically take in
use of secondary data and collects the information in regards to the chosen
topic. Basically this section helps investigator in in finding out much more
in-depth knowledge on the topic on which researcher is performing the
investigation or research. Wrong choices of articles, books and other
secondary sources, tool may be possible that the whole investigation might
go wrong (Chahal and Bakshi, 2015).
Research This is this section where investigator basically takes in use of a type of
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