Strategic Marketing Management: CW2

STRATEGIC MARKETING
MANAGEMENT: CW2

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SECTION 1......................................................................................................................................3
Critical review of macro, micro and internal environment of company......................................3
SECTION 2 .....................................................................................................................................4
Segmentation, Targeting and Positioning....................................................................................4
Strategies for growth and marketing objectives...........................................................................6
SECTION 4 .....................................................................................................................................9
Marketing mix of 4P's..................................................................................................................9
SECTION 4 ...................................................................................................................................11
Budget, implementation and control..........................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategical marketing management defined as term that differentiates an entity from its
competitors by capitalising on its strength and offers constant better value to customers than
rivalries. This helps the enterprise to accomplish objectives by utilising scare resources in
appropriate manner.
The present report is based on business activities of Mark & Spenser and this British
multinational retailer that headquartered within Westminster, London. It is engaged in selling
clothing, food commodities etc.
Furthermore, study will cover Marketing environment with use of PEST, Porter's five
forces model and SWOT analysis to demonstrate significant understanding of environment.
Also, Porter's Generic strategies will be used to identifies areas for risk and growth. Lastly,
process of Budget implementation and control will be undertaken to estimate the cost for
marketing activities.
MAIN BODY
SECTION 1
Critical review of macro, micro and internal environment of company.
PESTLE is defined as tool that used by marketers to analyse and monitor external
working conditions that have wide impact on organisational working. Therefore, these are
outlined as-:
Political- It is inclusive of those components that are made, run and changed legal authorities
(Srdjevic, Bajcetic and Srdjevic, 2018). Free trade policies have been massive political
advancement for chosen enterprise. Due to the issue of Brexit, the many polices will not be
applied to firm. Thus, Chegini and Mahmood, (2020) stated that Brexit may lead to heighten the
production cost for quoted enterprise. Chosen firm will have to face strict outcomes and this can
affect working condition in negative aspect.
Economic- The determinants of economic components directly affect working and also have
long term consequences. Rise in price of inflation rate can the affects the firms product and
services. Thus, these components are inclusive of inflation rate, interest rate and economic
patterns of growth etc. It has been found out that majority of population within UK prefers local
retail store rather than chosen firm premium products. Thus, Kotler and Andreasen, Startegic
Marketing for Non-Profit Organisations, (2019) stated that main strategy of firm is to transform

chosen firm into international, multi channel retailer and this reduce the dependency on UK
economic cycle.
Social- The changes in taste and preferences of customers highly impacts the working of
enterprise. Thus, culture, age, income distribution are major environment concern. Also, trends
in social factors impact demand of firms products and working conditions of firm within market.
Therefore, Ahmed, Bahoo and Qureshi, (2020) stated that the new and trendy retail chains pop
up each year and this highly impacts the reputation of enterprise. Due to this, it has become the
less trendy brand for younger consumers.
Technological- In this competitive era, the adaption of technological advancement is changing
retail stores. The evolution of technologies has helped entities and streamlined the operational
working (Tan, Chua and Chew, 2018). Mark & Spenser has started to use self checkout stores
and also planned towards to adopt the usage of Artificial Intelligence in future. Consumer these
days are more technical focused and prefers online shopping rather than in-store purchase. This
form of adoption of technical advancement can assist the brand to build stronger presence among
the current generation.
SWOT Analysis-
It aids to identify the external and internal working of the enterprise. These are outlined
as-:
Strength-:
 Powerful retail brand.
 High quality.
 This entity has online growth.
Weakness-:
 Price too far for middle class people.
 Need to change their strategic
approach.
Opportunities-:
 Expansion within the other countries.
 New customer segmentation.
Threats-:
 Suppliers
 Competitors may have cheaper
supplier.