Strategic Planning in Marketing: A Case Study of Marks and Spencer

Strategic Marketing
Planning

Contents
MAIN BODY ..................................................................................................................................3
Corporate Strategy.......................................................................................................................3
Business strategy..........................................................................................................................4
History of Marks and Spencer.....................................................................................................5
What is Marks and Spencer corporate and business objectives (SMART).................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journal:.......................................................................................................................7

INTRODUCTION
Strategic marketing planning is a continuous process in which company creates plans and
strategies for the marketing process in order to market their product and services in the target
market. In order to create strategic marketing plan it is essential to have a corporate strategy and
business strategy of an organization (Sushchenko, Dekhtyar and Chernysh, 2020). Marks and
Spencer are an organization which offers various products of clothing, food and home essentils
in London since many years. This report contains a deep meaning of corporate strategy and its
uses in the organization. Corporate strategy helps in decision making of business strategy which
is very important to achieve desired goals of any organization. This report also contains
corporate as well as business objectives which are associated with smart criteria.
MAIN BODY
Corporate Strategy
Corporate strategy refers to the highest plan of the organization which helps to understand the
overall objective and goal of a company. Corporate strategy helps to take strategic decision in the
organization. Corporate strategy is an essential part for the success offer organization. In respect
of Marks and Spencer, the company also use corporate strategy to formulate strategic plans for
the organization. There are four components of a corporate strategy that it needs to be focused by
the management of an organization. These important components are explained below:
Allocation of resources: Allocation of resources in any organization generally focuses on two
main resources that are people and capital. In order to allocate these resources effectively and
efficiently in the organization an entrepreneur need to focus on various factors which are related
to this a location (Hasibi and SHOJAEI, 2020). Leader for managers need to ensure that there is
a suitable supply of talent in business as talented human resource lead to success of the
organization. In case of capital it is the most risky resource of any business and it needs to be
invested or are located with proper care stop in order to allocate capital between Internal as well
as external opportunities the management needs to evaluate both the opportunities.
Organizational design: Organizational design refers to the proper structure of a company in
order to create maximum amount of value. In order to design corporate structure of an