Role of Marketing in Marks and Spencer: PESTEL and SWOT Analysis

Individual Report

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
PESTEL Analysis........................................................................................................................3
SWOT analysis............................................................................................................................7
Marketing Mix of Marks and Spencer.........................................................................................8
Reflection on Sales and Negotiation skills..................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing plays an important role in making aware audience about their product and services.
There are various tools and tactics that many companies opt in order to take competitive
advantage. It is needed to conduct market research so that company can frame effective
marketing strategies to target its audience. In addition to that, with marketing, companies can
promote or showcase its products and services in front of their targeted audience (Baines, Fill
and Rosengren, 2017). The importance of marketing lies in identification of consumer’s needs
and wants and based on that produces products that can meet expectation of customers. This
project report is based on Marks and Spencer, a British multinational clothing, accessories and
home products retailer with headquartered in Paddington, England. This report will depict role of
marketing in context to chosen organisation along with SWOT and PESTEL analysis. Further, it
will cover marketing mix and reflection on sales and negotiation skills in chosen organisation.
TASK
Marketing is important in every business as it allows in delivering message to its target audience
along with influencing them to opt for product. Marketers of Marks and Spencer formulates
effective strategies regarding promotion of products and services. There are various marketing
platforms which allows company to display their commercials on it so that they can capture
attention of larger audience (Ferrell, Hartline and Hochstein, 2021). There are various external
factors which are needed to be analysed or it may negatively affect performance of company. In
order to analyse external environment, PESTEL framework can be used. In context to Marks and
Spencer, PESTEL analysis is discussed below.
PESTEL Analysis
Basis Factors Impact on organisation
Political Political stability is a much
needed factor for better
business environment. Marks
and Spencer is trading in
different countries and every
country have their own
political issues and problems.
High tax rate and trade
restriction makes it harder for
an organisation to make better
profit. They can expend their
business in markets with
taxation benefits to make
maximum profit. Trade

Different governments have
different priorities towards the
development hence any
change in local or
international government
bring changes in policies
which effects the business.
restrictions reduces trade with
foreign traders eventually
harming foreign trade
relations.
Economic Factors  Company is operating
in an efficient financial
market and easy
availability of liquidity
can help them to
expend their business
and to enter in new
markets.
Fluctuation in exchange rates
can cause lose in international
market and can affect
company's investment plans
(Groucutt and Hopkins, 2017).
Depreciation on local currency
make cost of importing goods
higher which increases the
production cost and influence
the overall sales.
Social factors  Demographics plays an
important role in
making future
marketing strategies.
Demographic study
can help Mark and
Spencer to understand
their customer base
better and to decide
their target customers.
It can also help them to
know from where
potential customers
may come in future.
Different country has unique
tradition and custom and it
may be difficult for company
to operate effectively.
Company may face difficulty
in understanding beliefs and
value of different customers.