Strategic Marketing for Marks & Spencer: Analysis and Evaluation

STRATEGIC
MARKETING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION ..........................................................................................................................1
Critical analysis and evaluation of PESTLE factors affecting main objective of improving
organisation competitiveness by delivering customer service .............................................2
Porter's five forces model ......................................................................................................4
Appraisal of internal competencies of chosen organisation .................................................5
Evaluate marketing objectives including mission, vision for improving the competencies
through superior customer service .........................................................................................7
Strategic marketing plan for improving organisation competencies through superior customer
service over next three years..................................................................................................8
CONCLUSION ............................................................................................................................16
REFERENCES .............................................................................................................................17
Marketing Mix – Communication, 2020 [online]. Available through <
https://marketingmix.co.uk/communication/>...............................................................................18

EXECUTIVE SUMMARY
The study is based on the strategic marketing that is an effective framework for
developing, planning and implementing the strategies in a best way so that company can gain
high advantage in competitive market by delivering superior customer service. This is related to
Marks & Spenser that is the largest company in the UK and deals in varieties of range of
products like foods, clothing etc. for gaining their market share and presence in the market
company want to apply some external and internal model that helps in achieving their objectives.
In this manager of firm adopts the PESTLE , Porter's five forces and VRIO analysis so that best
strategies can be made out for getting higher profits.
INTRODUCTION
Strategic marketing is a strategic tool that contains the planning, organising, developing
and implementing the best strategy so that company can gain the competitive advantage
according to their set goals and activities. It is an effective approach that can overall plan the
organisation objectives. Their main objective of this is to attaining the targets related to
understanding the customers perceptions and needs so that business firm can maintain their
existence for the long period of time. This study is based on the Marks & Spencer that is the
largest retail organization in UK and dealing in the varieties of the product range such as
financial services, food, clothing, perfumes etc. due to coronavirus is struck in the world
unexpectedly this will majorly affect the sales and profits of the retailing business like Marks and
Spencer. Due to this government can pass the rule of following social distancing due to this
customers cannot go for shopping as it directly impact the traditional way of shopping. This
project is based on how the M&Scan focus on providing the superior customer service so that
they can enjoy large market share and profits(West, Ford and Ibrahim, 2015).
This project study involves the PESTLE analysis of the M&S so that they can effectively
improve their activities and functions related to delivering the superior customer service. For
gaining the competitive advantage and maintains the brand image in the marketplace company
can use the porter's generic model that includes fives stages that helps in gaining the competition
and attracting the customers by providing quality services at the affordable cost in the time of
coronavirus. Further it inculcates the VRIO analysis for appraising the internal competencies so
that M&S can improved their services related to customers service. Further business
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organisation can make the SMART objectives so that proposed activity can be implemented
effectively and gives the good result to the company sustainability. At last this report develops
the strategic plan that is more important properly planning the selected approach so that company
may accomplish the targets and gain the profits by providing the superior customer service to the
target and potential customers. In making the strategic plan marketing mix is a special element
that helps in analysing the right way to deliver the goods and services to the customers so that
they conveniently buy the goods and services and loyal towards the organisation(McDONALD,
2016).
Critical analysis and evaluation of PESTLE factors affecting main objective of improving
organisation competitiveness by delivering customer service
PESTLE Analysis- It refers to that framework in which Marks and Spenser can evaluate the
environment that is very helpful in gaining the superior customer service and enhancing the
market share within the marketplace. Following aspects of the PESTLE can be shown below in
context of Marks and Spencer(Sahaf, 2019).
 Political factor- Marks and Spencer's have been producing their products abroad for
cheaper production in countries such as China, Cambodia, Vietnam, India, Turkey,
Bangladesh and Sri Lanka. They approach the political factors in a way that supports
their shareholders and stakeholders. The clothing and home supply chain is global with
many different suppliers. Their reputation for quality, innovation and sustainability is
built on an excellent long-term relationship with the suppliers. M&S believes that quality
or relationship should not be compromised. Overseas manufacturing is most preferred by
retailers as it is less expensive and allows the products to be produced in large volumes.
The volume produced can meet the market demands which is crucial for the company.
M&S do right by their suppliers and by their customers by providing the factory workers
fair wages and fair working hours. Customers want to know more about where the
products they wear and the services are manufactured so M&S have put all the
information on their website, so they are showing their work(Milichovskýand
Šimberová,2015). Due to Covid-19 pandemic Marks & Spenser can face a major problem
in their operations of the business due to this their success may be affected. As
Government can imposed the law of following social distancing that is why employees
are working from home. Because of this company can deliver their products and services
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