Marketing Planning: Assessing Corporate and Business Strategic Objectives

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Using an SME organisation of your choice, in agreement with your module tutor, critically
Assess the corporate and business strategic objectives of that organisation. Use relevant
marketing theory to illustrate your answer.............................................................................1
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6

INTRODUCTION
Corporate Strategy means various approaches to Strategic decision making by a business
organisation for creating values. Allocations of resources, organisational design, portfolio
management, strategic tradeoffs are various components of Corporate Strategy. These are also
known as four pillars of Corporate Strategy. It is important for every organisation to improve
strategy skills on time by taking holistic view, reviewing the business plan etc. Basically it
focuses on the long term success of organisation. This report includes the overview of company
M&S, corporate and business strategic objectives of the same organisation along with the
marketing theory.
Task 1
Using an SME organisation of your choice, in agreement with your module tutor, critically
Assess the corporate and business strategic objectives of that organisation. Use relevant
marketing theory to illustrate your answer.
Overview of Organisation
Marks & Spencer is a British multinational company. In 1884, it was founded by Michael
Marks & Thomas Spencer. It is mainly dealing in cloths, home products and food products. It's
headquarter is located in London, England(Mahadevan 2019). During the world War, the prices
of product got disappeared. In 1920, the organisation started revolutionary policy under which
they started buying stock directly from the manufacturers. Currently there are approx 1038 stores
are in across UK, in which almost 481 stores are situated outside United Kingdom. It is a huge
brand having approx 75 thousand are working in them. This organisation has faced various
problems, dry spells and PR problems but it always remains a good presence in the heart of
British.
Objectives of Organisation
Setting objectives in any organisation is the first step before doing any planning or
taking any action in the organisation(Kang and et. al., 2020). Marks and Spence is mainly
focusing on four factors i.e. quality, service, innovation and trust. It is the objective of M&S to
provide best quality product and services to the customers so that they can trust on it and
continuously doing something innovative. This company wants to provide goods of best quality,
no matter what will be the prices.
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