An Analysis of Strategic Marketing and Its Various Aspects

This assignment provides a comprehensive review of strategic marketing, including its various aspects and related literature. It covers topics such as marketing planning, social media marketing, event marketing, and the pharmaceutical industry, among others. The document also includes a review of relevant tools such as Porter's Five Forces, PESTLE analysis, 7P's of Marketing, STP model, and SWOT analysis. This information is presented in a clear and organized manner, making it easy to understand for students looking for past papers and solved assignments.

STRATEGIC
MARKETING

EXECUTIVE SUMMARY
The strategic marketing is the useful tool in identifying and analysing customer needs and
demands which will be useful in increasing the sales and profitability. In this report, PESTLE is
used which helped in determining the various forces of external environment which have a huge
impact on the organisations positioning. This also helps in designing various ways which will
help in dealing with these factors during tough times. Then porter's five forces model is done
which helped in determining a companies competitive environment which affects profitability. It
also helped me in analysing the corporate strategy of the firm which is useful in shaping
industry. Then SWOT is conducted which helped in analysing the weakness and threats of the
organisation and strength and opportunities which is important in the future growth and long
terms goals of the business. Then a strategic marketing development plan is made which is
useful in developing a plan through which the mission statement can be accomplished
successfully. It is a step by step plan which needs each step with clear justification so that goals
can be achieved. The marketing mix helped in analysing how product is to be reached to the final
consumer by using various strategies of product, price, place and promotion.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Introduction............................................................................................................................4
PESTLE and Porter's five forces model.................................................................................6
Appraisal of the internal competencies of the firm. ............................................................12
Appraise and evaluate the chosen organisation’s mission/vision and develop objectives...14
Strategic marketing plan of Mark and Spencer....................................................................14
A clear identification and assessment of ways in which organisation will monitor marketing
plan.......................................................................................................................................17
RECCOMENDATION..................................................................................................................18
CONCLUSION..............................................................................................................................19
REFRENCES.................................................................................................................................20

INTRODUCTION
Strategic marketing is the manner in which a firm effectively distinguishes itself from its
rival by capitalising on its strength to furnishes systematically better value to customers than its
competitors. Organisation undertaken in this report is Mark and Spencer which was founded in
1884 by Michael mark and Thomas Spencer in UK and deals in retail industry (Baker and Saren,
2016). The value of strategic marketing planning to the organisation in aiding the achievement of
effective positioning of the organisation with customer is very crucial from every organisations
point of view because customer satisfaction is the primary aim of every company. In this report
analysis and evaluation of PESTLE is done and also Porter's five forces model will be examined.
It further appraises the internal competencies of the firm in relation to the positioning. This will
also develop the marketing objectives which will enhance the positioning.
MAIN BODY
Introduction
Organisations implements strategic marketing strategies and plans to create and develop
plans which will be advantageous in reaching to the customers by identifying their potential
needs and demands and at the same time maximising the productivity and profitability. Mark and
Spencer in this context will use effective positioning in company which is the core of all
successful marketing principles. According to the primary generalization of marketing, goods
and services are created to satisfy the customers and enhances benefits (Baker, 2014). Thus, for
effective positioning, product must be committed to the expressed benefits that customer will
receive from a specific products, creates the expectations and offers solution to the customer
problems. Positioning must be a individual oriented concept, a defensive measure from which
everything in the company flows. In other words, positioning is the potency to influence
customer perception in regard to a particular brand or product related to the competitors.

Effective strategic marketing planning is crucial for accomplishing the objectives of positioning
in the company (Charter, 2017). It is building and planning a long term and forward looking
approach with a well defined plan for accomplishing business objectives. Importance or value of
strategic marketing in achieving effective positioning and objective are :
 Helpful in gaining competitive advantage : A well defined marketing plan will be
useful in selling propositions of the brands by comprising the characteristics and
advantages of a product offered by the Mark and Spencer in a creative, strategic and
planned way by outlining that how the brand and its products are better than their
competitors (West, Ford and Ibrahim, 2015). Thus, it helps the firm in gaining
competitive benefit with an edge over the current players and from the new entrants who
are trying to establish a brand.
 Brand recognition : Apart from the promotion of goods and services offered by the firm,
effective marketing strategy will be useful in making brand recognisable and helps Mark
and Spencer in attaining a remarkable feat in the target market and industry as a whole.
 Attract a new set of customers : The management of the Mark and Spencer will need to
understand the importance of strategic marketing in attracting new customers from
current markets and the markets which have not yet be targetted by the company
(Chernev, 2018). So this will help the company in analysing the taste, lifestyle, income
level, etc. to target customer and helps the sales department to make products according
to their preferences.
 Plans marketing budgets : Every department of the company require a definite set of
budgets on which they will work to meet day to day expenses. So, having a planned and
aligned strategic marketing gives assurance that the allocated budgets will be effectively
and efficiently used to fulfil goals and objectives. Thus, it enhances in planning
marketing budgets such that resources are used optimally and judiciously.
 Creative edge : Strategic marketing is useful in promotional and other marketing
activities which will get an edge of creativity as a brand guidance and the marketing
departments intermediate with the designs agencies, print partners, media planners, etc.
that devotedly understand the nature of the brand and its offerings and come up with a
unique and exclusive ideas which creates a creative edge for the brand and helps
developing a distinct entity in the market (Cwalina and et. al., 2015).

 Effective distribution plan : With the strategic marketing, organisation will have
effective distribution or delivery channel. For instance, Mark and Spencer by introducing
online shopping and growing impact of social media, needs to have wide network of
distribution like youth prefer to buy clothes online which saves time and money (Dodson,
2016). So with the strategic marketing, company will be able to align the needs with the
advanced technology and evolvement of needs of different customers.
PESTLE and Porter's five forces model
As mentioned, strategic marketing is very essential in positioning to effectively
accomplish the goals and objectives of Mark and Spencer. There are various factors in the
organisation which affects the operations and functioning of the company. These factors are
needed to be critically analysed by using PESTLE analysis. This stands for identifying political,
economic, social, technological, legal and environmental factors (Felix, Rauschnabel and
Hinsch, 2017).
In marketing, before implementing any plan or strategy, it is considered important to
conduct a situational analysis. PESTLE analysis is a tool for strategic business planning and it is
a framework for understanding external influences on business. It identifies important drivers for
change in the strategic environment. Following is analyses of various external environment
factors that will affect the positioning of Mark and Spencer with customers :
 Political factors: These factors examines the extent to which a government may
influence the economy or certain industry. It includes taxation policy, fiscal policy, trade
tariff, etc. These policies work directly by the government and they can only be changed
by them. As Mark and Spencer has become one of the largest and leading company in the
retail industry, new companies find it difficult to compete with it. Political stability and
Vat has a major impact on operations of the company (French and Gordon, 2015). If
government is not stable then policies will be kept on changing and organisation will be
affected by the fluctuations in the systems which can affect the buying behaviour of
customers. Apart from this if government raises the VAT, then Mark and Spencer will
have to increase their prices which can lead to reduction in income generation and
minimises sales due to high prices of products.
 Economic factors : These factors have significant impact on organisation's operation and
its profitability. They are regarded as determinant of an economy's performance that

directly affects the company. It includes factors like inflation, interest, recession,
economic trends, seasonality issues, import, export, etc. For instance, Mark and Spencer
focussed on maintaining higher quality which led it into the short term loses and
customers were attracted to quality with value. Also if inflation rate increases then the
prices of the products will also be increased and this will have adverse effect on
purchasing power of customers leading to changes in demand and supply models of the
economy (Gerritsen and van Olderen, 2014). Present economic scenario is favourable
with low to moderate interest rate which is sign of healthy economy.
 Social factors : These factors include the shared belief and attitude of population. It
investigates the social environment of the market and determinants like cultural trend,
demographics, etc. This is useful for marketer 's point of view as it helps in understanding
customer needs and wants (Strategy, 2014). For instance, Mark and Spencer has adapted
various changes in their company and operations according to the customers. As people's
preferences and tastes are changing with the changing environment, so Mark and Spencer
are modifying its clothing according to the customers. The sales in retail and space
acquired by it depends on locality and customer demographics. Like some shops located
in London does not keep the classic stock in their collection and offers limited collection
and autograph range to the customers.
 Technological factors : These factors are concerned with the rate of innovation and
advancement in technology that could affect the market or industry. This consist of
automation, innovation, research and the amount of technological awareness that market
posses. There is a tendency to focus on developments in digital technology, logistics,
manufacturing, etc. For instance, online shopping has enabled Mark and Spencer to
automate and accelerate purchases which minimises the supply cycle of goods sold
online. The company is investing heavily in technology to increase its efficiency.
Presently, the organisation equipped itself with free Wi-Fi with the intention that
customer will use this to explore and search other products which company offers. Apart
from this, customer assistants are given I -pads which is useful in helping customers by
giving them information regarding new products and services.
 Legal factors : These factors are concerned with various policies and laws that affects
the business environment in a particular country while there are set of certain policies

which company adopts to maintain its position in market. Mark and Spencer must
understand what is legally allowed within the territories in which they operate. They must
also be aware about any changes in the compliances and laws and its impact on business
environment. It includes various legislations, employment law, consumer protection law,
data protection law, etc. For instance, Mark and Spencer faced serious legal issues
relating to the protection of staff and members because they focussed on making profits
rather than protecting staff and customers from the danger of asbestos which is highly
heat resistant silicate mineral (Hajli, 2015). Apart from this, it also faced the issues of
making people work overtime and giving them half amount for the work done by them
and those who denied to do overtime, they were asked to leave the company and find new
jobs.
 Environmental factors : These factors have become crucial due to the accelerative
deficiency of raw materials, resources, increasing pollution, doing business as a ethical
and sustainable company, etc. Apart from this, majority of the customers are demanding
the ethically and sustainable sourced products. It includes regulations, use of renewable
source of energy, impact of adverse weather, etc. For instance, Mark and Spencer is one
of the most sustainable brands . They have launched an initiative known as “Plan A”
which aims to becoming world's largest sustainable retail industry. One of the program of
this Plan A is shopping which works with the idea that they will collect the donated
clothes from people and give to the Oxfam and this organisation will either recycle the
clothes or sold those clothes to another organisation who do not have enough money to
manufacture or produce (Shank and Lyberger, 2014).

Source : PESTLE Analysis. 2018
Porter's five forces model
This framework is based on competitive analyses which defines the intensity of
competition in any industry which is a mixture of five competitive factors in which business is
operating. This is useful tool or model for analysing and accurately diagnosing essential elements
in the market as well as evaluating the advantages and importance of each forces. There are five
forces namely industry rivalry, threat of entry, threat of substitute, bargaining power of suppliers
and bargaining power of buyer (Porter's Five Forces, 2018).
 Competitive rivalry : This means the intensity of competition among existing players in
the market. If there are greater number of competitors with the equal quantity of products
and services they offer then there will lesser power of the company. On the other hand
when competitive rivalry is low then the company will have greater power to attain
higher level of sales and profitability. As mark and Spencer operates in a retail sector
Illustration 1: PESTLE Analysis. 2018

which has a high level of competition so it has to face severe competition with other
firms in the industry which are TESCO, Sainsbury's, top shop, Zara, etc.
 Bargaining power of supplier: This force examines how easily suppliers can maximise
the price of goods and services. If there are less number of suppliers available than the
company will depend more on those suppliers and they will hold the power (Kotler and
Armstrong, 2015). In mark and Spencer, suppliers are powerful when they are
concentrated and organised, limited number of alternatives available in the market, high
switching cost, etc. Apart from this majority of the suppliers of M&S are in UK and they
bought their manufactured stock which is directly supplied from UK and so developed
the situation where supplier were reliant on the company and vice versa. Overall it can be
said that the power of the suppliers is moderate.
 Bargaining power of customers : This is concerned with the potentiality of customers to
minimise the prices. It is affected by how many customers the organisation has and how
significant each customer is. If the organisation has smaller customer base then more
power they will hold. The buyers will hold more power when only few buyer are
demanding more goods, purchased is made in bulk quantity, customers are price
conscious,etc. In M&S, customer are more demanding and this puts burden on the
company in terms of profitability. Company will follow consumer oriented strategy rather
than product oriented strategy because customers of UK does not want to pay high or
premium prices and wants high quality products at minimum price. Here also, the
bargaining power of the buyers is moderate.
 Threat of substitute : This is concerned about how easily customer can shift from the
organisation products to the competitors offerings. Threat of substitute is high when there
are various alternatives available, customers can easily find the same product at lower
price, quality of the products offered by competitors are betters, etc. For instance, Mark
and Spencer has high threat of substitutes because people prefer low prices products and
there are many retail organisation which offers the clothes at lower price by maintaining
quality in UK. The threat of substitute for Marks and Spencer is high as the available
number of substitutes for customers is very high with low or no switching costs to incur.
 Threat of new entrant : A company's power is also affected by the force of new entrant.
It will cost less time and money for a competitor to enter in a market and become an

effective competitor (Lidstone and MacLennan, 2017). This is high when capital needed
to start a business is low, low switching cost, when product id not well distinguished, etc.
It is difficult for M&S to have new entrant because to compete with this company, heavy
investment and capital requirements will be needed. M&S has a huge experience in this
industry from many years and they have various distribution and delivery channels and
loyalty of customers which enhances the competitive advantage. The threat of new
entrants is also high as the following business needs low cost and time to enter in the
market.
Source : Porter's Five Forces.2018
Recommendation
 The organisation should focus more on the prices because consumers are price conscious
and want to buy low prices goods. For this M&S should adopt various pricing strategies
like penetration strategy to increase its sales.
 As M&S faces issues related to employees security. It should follow employment laws in
the organisation which will ensure worker and customer's safety and security. This will
be useful in assuring that rights and interest of employees are protected and they will
work with full zeal and confidence for attaining organisational goals and objectives.
Illustration 2: Porter's Five Forces.2018

 The research and development department of the M&S should focus more on identifying
the needs and demands of customers which will help them in manufacturing products
according to their needs. This in turn will be useful in competing effectively with the
competitors.
Appraisal of the internal competencies of the firm.
Internal competencies are the resources or capabilities that gives a firm competitive
advantage. An organisation will poses some characteristics in order to enable the ability to
compete with other organisation in market place. The internal competencies are the factors that
lie inside the organisation like resources, capabilities, etc.
Resources : The resources of Mark and Spencer are the operational input that enables it
to perform its business activities smoothly and effectively. They are divided in three categories
namely physical asset, human resource and organisational capital (Line and Runyan, 2014). They
are further classified as tangible and intangible resources in which physical resources like
equipment, machinery , etc. are regarded as tangible resources and intangible resources are like
reputation, goodwill, brand awareness, etc.
Capabilities : Mark and Spencer's capabilities are the activities and functions which it
performs to utilise its resources in an integrative fashion. When it becomes stronger than the
company enhances or apprises its expertise in a specific functional and operational area.
For appropriately appraising the internal competencies, it is important for Mark and
Spencer to do SWOT analysis. It is a theoretical model which is used to evaluate the company's
competitive position by identifying its strength, weakness, opportunities and threat (Lovelock
and Patterson, 2015). It is a great way to guide business strategy meetings. SWOT analyses of
Mark and Spencer will describe the current situation and requirements of strategies to compete
with the competitors.
Strength
 Marks and Spencer have high brand
recognition in market for the quality it
is delivering from many years.
 They have high brand value because
customers who visit the store, are able
to finish their whole shopping under
Weakness
 The company have a drawback in the
market as the organisation is out of
fashion and trends.
 As they are following the old
techniques of production and prefers
manual labour with the assumption that

single roof.
 By providing variety of products and
options to the customers in every store
gives them them the chance to select
from various options.
new techniques and technology will
increase cost but the reality is old
techniques are time consuming and
increase cost as well.
Opportunities
 Fashion is an evolving business so
Mark and Spencer have the opportunity
to enter into new segments like auto
mobile sector, gadgets, etc.
 They have the opportunity to enter into
new markets like India, china, etc.
 They also have the opportunity to
control the market by increasing the
number of branches that will contribute
in increasing the profitability.
Threat
 It faces intense competition from
various organisations like ASDA,
Sainsbury's, etc.
 As it work all over the world, so
different political and legal factors have
the ability to impact the operations of
the company.
The above discussed strength which includes brand recognition, high brand value and
providing various options to customers will be advantageous for Mark and Spencer in enhancing
the position of company by contributing in attainment of business objectives and goals
(Moutinho and Vargas-Sanchez, 2018). Apart from this, firm is already operating in various
segments including retail and clothing so it can expand its business which could led them to
higher levels. Their main weakness is using old techniques, instead they must use new innovative
technology which reduces the cost of production and increases the efficiency. Various PESTLE
factors will affect the organisation in various countries so they must concentrate and consider the
relevant factors before entering in any country.

Source : SWOT Analyses. 2019
Appraise and evaluate the chosen organisation’s mission/vision and develop objectives
For evaluation of mission, vision and business objectives, using SMART way of
identifying and analysing marketing objectives is appropriate as it will assist in attaining long
term goals of Mark and Spencer. It is a great way of setting the business objectives which
includes various points that makes them as SMART Objectives. These objectives also help in the
timely achievement of the goals in a timely and efficient way. It stands for specification,
measurable, accessible, relevant and time bound. So business objective must be such that have
some specific purpose behind their operation and existence, they must be measurable in terms of
Illustration 3: SWOT Analyses. 2019

quality and quantity, include relevant information which is authentic in nature and must be
accomplished during a particular time period. So by considering the SMART objectives, Mark
and Spencer will have following mission, vision and business objectives :
Mission: To make aspirational quality accessible to everyone with the help of its
products.
Vision : Its focus in long run will always be on becoming the world's largest retail
company by providing unique products to the customer and ensuring that they are satisfied.
Business objectives
 To enhance the Sales of Clothes by 20% in the next 1 year.
 To increase the overall revenue of the company by 15% in upcoming six months.
 To expand market share by 10% as compared to previous year.
Strategic marketing plan of Mark and Spencer
Every successful business organisation must have a business plan. Strategic marketing
plan is considered a creative process and establishes the marketing strategy which depends on the
needs of the business which will be changed over time (O'Cass and Morrish, 2016). So strategic
marketing plan is a written document that details the necessary actions to accomplish one or
more marketing objectives. Mark and Spencer is taking an initiative to bring new concept in their
services which will make ease of shopping to the customers. This concept will be fully
technology enabled in which customer can go to shop in the stores of the company, will put the
products in the cart, pay by swiping the card while leaving and this will enhance the positioning
oh the organisation, as customers will not have to wait in along queue for making payments and
through this company can position itself differently and uniquely compared to competitors.
For accomplishing organisations enhanced positioning the following is the proposed strategic
marketing plan of Mark and Spencer discussed below :
Mission : To develop inspirational quality accessible to others. This statement focuses on
providing such quality and ease to the costumers which will help in enhancing their positioning
globally.
 Marketing priorities : As the organisation primary mission is to create and delivery
inspirational quality so the proposed positioning and market priorities will differ. The

marketing manager will focus on top and most crucial areas of the business. For this
purpose, organisation will focus more on leadership and team abilities so that effective
technology process can be implemented in the stores which will enhance the positioning
and helps in accomplishing organisational technological invasion goals and objectives.
 Marketing goals : They are the expansion of marketing priorities in general. But
according to the situation, the main goals of the company will be more focussed towards
the technological department so that advanced technology can be effectively
implemented which requires high skilled people, advanced technological equipments
required for making payments, controlling the risk of theft, etc.
 Developing marketing strategy : After analysing and assessing the current situation and
on the basis of their identification, Mark and Spencer will develop marketing strategies
for the company and it includes business objectives, mission and vision, marketing
objectives, etc. This will be helpful in making price penetration strategies in some
sections where the customers are price conscious and various promotional tools will be
used like coupons, vouchers, discounts, etc. This will enhance the product to reach to the
vast population. Apart from this, company will make innovative products and divest the
products which are no more profitable for the company. The company will use various
strategies of marketing mix and emphasis on segmentation, targeting and positioning.
 Segmentation : This means identify the type of customers with varied needs exist in the
marketplace. This divides the whole market into small segments which comprises of
individuals who shares same set of needs towards the products and brands. Mark and
spacer have segmented the market according to demographic in the new technology
enables stores. In demographic, it will segment the market on the basis of gender and age.
It has divided the store in two sections that is male and female and on the basis of age it
has added more stock for the youngsters. It includes various segments in male and female
like accessories, watches, clothes, footwear, etc.
 Targetting : This involves in targetting the customers and uses various tools, techniques
and strategies so that large customer base can be identifies and targetted. This has
targetted the youngster in enhancing their positioning because of two reasons, firstly they
are more driven towards the technology and secondly, they are more fashionable and

makes more purchases which will contribute in enhancing the positioning of the
company.
 Positioning : Once the organisation will decide about the target audience, it will work
hard to develop an image of a product in the minds of the customers. It is the first
impression about the product in the mind of the customers. It performs various activities
of marketing related to the product, price, place, promotion.
 Determination of controls and measures: After successfully implemented the product
in the market, organisation will determine the various control and measures for
maintaining their effectiveness and efficiency. It includes to analyse that the plan has
implemented as per the budgets and available resources and organisation is not facing
scarcity of resources. It requires identification of important success factors, preferred
technology solutions and platforms (Paley, 2017). It further helps in identifying
deviation which may arise in the course of implementation and taking corrective actions.
Source : STP MODEL. 2019
The Marketing mix
They refers to the set of actions that a company uses to promote its brand or product in
the market. It is a most important tool which is used by the marketers to determine about the
products. Following is the marketing mix of mark and Spencer :
Illustration 4: STP MODEL. 2019

 Product : Mark and Spencer has a belief in an eco friendly products and has worked with
full potential to accomplish this goal. It provides various portfolio in offering products to
the customers which ranges from women ( apparel, accessories, footwear), Man
(clothings, sports, accessories, footwear , etc.), kids school uniforms, beauty ( skin, face,
nails, etc.), home, furniture, wine, food, etc.
 Price : Mark and Spencer have its own brand for apparel and targets upper and premium
customers due to its high price and quality. The company has adopted competitive pricing
strategies to face strong competition which means limited market share and to increase
mass market consumption.
 Place : It has expanded its business worldwide and is a multinational retailer. The
company has launched its retail store which has no employees and fully technology
enabled in UK which will enhance their positioning in the market compared to their
competitors.
 Promotion : Mark and Spencer has selected its operations in promoting the products very
carefully which includes print, digital and visual medium (Payne and Frow, 2014).
Advertisements can be placed in magazines, hoardings, television channels, newspaper,
internet, etc. They also uses celebrity endorsers for attracting customers.
 Physical evidence : It means how product will be delivered physically. Mark and
Spencer will deal with various travel agencies so that finished goods and services can be
delivered to the customers and stores on time.
 Process: It includes the process of converting raw materials into finished goods. Mark
and Spencer uses highly innovative machines and equipments which converts the raw
materials into the final product which can be delivered.
 People: They are most important for every organisation for whom they will manufacture
and produce products. Mark and Spencer has a huge base of people who increases the
profitability and sales of the company.

Source : 7P's of Marketing. 2018
A clear identification and assessment of ways in which organisation will monitor marketing plan
After implementing the marketing plan in Mark and Spencer, it is important to
continuously review and monitor that plan is working as per the decided activities and deviations
arrived must be corrected for enhancing the positioning of the company in the market and also
accomplishing objectives and goals effectively and efficiently. For this purpose, various
measures which Mark and Spencer will take are discussed below:
 Adopting innovative techniques in working : Adaptation of new and latest techniques
will be useful in accomplishing the task or work effectively which will also minimise the
Illustration 5: 7P's of Marketing. 2018

cost of production while maintaining the quality of products. This is very important so
that marketing plan will work with flow. The techniques adopted by the company must
be cost efficient so that it may also prove a benefit to the company.
 Keeping regular check on performances of people: For effective implementation of
marketing plan, it is important to keep regular check on performances of employees to
assure that they are working with full potential and as per the plans so that goals and
objectives of Mark and Spencer will be accomplished (Piercy and Evans, 2014). Further
keeping continuous check on the performance of the people will help the company
getting better return on their investments made, increase the confidence of employees and
improve the work performance.
 Focussing more on research and development : It is important to emphasise more on
R&D department because it is responsible for analysing and identifying the changing
needs and demands of people. This will be useful for the operation of marketing plan,
effective research will help in knowing what changes are required in marketing plan to
make for satisfying the customers. Proper research and development will also help the
company in finding ways by which the company may be able to reduce the per unit cost
of production.
 Develops contingency plans : It is very important for every company to develop
contingency plans for unexpected situations because all marketing plans won't be
successful and these plans includes, extending time, addition of new step in plan,
modification in marketing objectives, etc.
RECCOMENDATION
From this report it has been recommended that Mark and Spencer should start producing
products of lower range also as this will help them in targetting more customers. They should use
different pricing strategies in different market segments because customer is price conscious.
They should also modify the marketing plan regularly as per the changes in external marketing
conditions and internal environment of the business. For increasing their operations, they should
provide effective training to the people so that they can be able to work effectively and deal with
the changes taking place externally. The focus of the company should be on enhanced
positioning so that it can focus upon facing the competition, providing the best value to their

customers through their products so that the customer satisfaction can be achieved and value can
be provided to them.
CONCLUSION
From the above report it can be summarised that strategic marketing is a concept which
organisations use so that they can reach to the customers in a better and efficient way. The
PESTLE and five force model is used in the report which has determined the various factors that
can affect the operations of the company and five forces model helped in determining intensity
of competition in an industry and its profitability. Setting SMART objectives also helps the
company in achieving the set targets in an efficient and accurate manner. Moreover, the proper
assessment of the marketing plan will also help the company in eradicating all the errors and
mistakes which decreases the work progress and efficiency of the work.
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