Revamping Marketing Strategy for Confectionery and Snacks of Marks & Spencer

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marks & Spencer and their confectionery and snacks item........................................................3
Analysis of the organisational environment................................................................................4
Marketing Mix of confectionery and snacks items of Marks & Spencer...................................8
Strategies that help the company in improving its branding and positioning in the market ......9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management refers to the discipline which is focused on the application of
practical factors such as marketing orientation, methods and techniques. The organisation must
effectively manage the marketing techniques and strategies as it assist the business in developing
their sales (Gomes, Sousa and Vendrell-Herrero, 2020). This is required as the marketing team
analyses the external and internal environment and make strategies accordingly so that the
company can achieve the best. A marketing manager in the organisation is responsible for
managing the promotion of the products and services that are there in the business (Corte,
D'Andrea and Del Gaudio, 2017). In this report, Marks & Spencer is considered which is a
British multinational company which is headquartered in London and have their operations
spread across the world. This report revolves around revamping the marketing strategy of
confectionery and snacks of Marks & Spencer. Business environment is discussed along with the
opportunities and threats in the business.
MAIN BODY
Marks & Spencer and their confectionery and snacks item
Marks & Spencer is one of the leading firms in terms of the clothing products, their food
products are not so popular but are yet in demand. They have their operations running in almost
all the major countries and they are still thinking of expanding their operations in more countries
across the world. (Šķiltere and Bormane, 2018). The product line ion their food category that is
still struggling to make an impact is confectionery and snacks item as their sales has not
increased over the past few years. Their stock in these product are unsold and gets dead which
impacts the profitability of the company. The products in confectionery and snacks item are good
in quality and quantity but still they are somehow unable to capture the market share. The
business is struggling in their marketing strategies as they are unable to attract the customer
towards the specific product. Marks & Spencer has reportedly spent a lot of money on
confectionery and snacks items and they don't want to discontinue this product, therefore the
marketing strategies of these products must be revamped in order to attract more customers in
the business.

Analysis of the organisational environment
PESTLE Analysis
PESTLE Analysis is a framework that is used in the business as a tool to evaluate the
external environment and this framework considers all the six major component in the macro
environment that has capacity to impact and influence the operations of business. PESTLE
Analysis of confectionery and snacks items in Marks & Spencer:
 Political factors: This refers to the factors in the business that are impacted by the
political influence in the country. These factors in the business are connected with the
operations and profitability of the company such as tax policies and environmental laws
(Polk, 2018). In context of Marks & Spencer, they have their operation expanded across
the world and the company faces the challenge of Brexit as the taxes will negatively
impact the sales of confectionery and snacks products in the business. Marks & Spencer
should only import and export in countries in which the trade an tariff duties are low as
this will positively impact the revenue of the company. Marks & Spencer should only
export and import confectionery and snacks items in countries where the duties are less
otherwise their overall product cost will increase and they won't be able to provide the
best cost to the customers.
 Economic factors: This refers to the factor that are in relation with the economy of the
country in which the business is dealing. Factors such as employment rate, Gross
domestic product and economic condition of the country are major players and impact the
operations adversely (Thrassou, Vrontis and Bresciani, 2018). In context of Marks and
Spencer, their product line get adversely impacted by such factors. Marks and Spencer's
product such as sales of items would get negatively impacted in the economy when there
is recession period. In case the GDP is high and the economy is booming in such cases
the sales and operations of Marks and Spencer would get positively impacted.
 Social factors: This refers to the factors that are related with the social aspect of the
environment that is the society in which the business deals (Pandey, Sahu and Dash,
2018). The behaviour and preference of the customers are major example of this social
factor. Marks & Spencer's majority of products are highly dependent on this factor as the
customer's preference play a major role in driving sales in the business. Frequent change