Strategic Marketing Planning for Marks & Spencer

This assignment focuses on the strategic marketing planning for Marks & Spencer, a top department store in the UK. It covers environmental analysis, corporate and marketing objectives, marketing strategy selection, market targeting and positioning, and globalization. The assignment also includes a SWOT analysis and discusses the impact of various factors on the company's operations.

STRATEGIC MARKETING
PLANNING

Table of Contents
INTRODUCTION.........................................................................................................................3
TASK..............................................................................................................................................3
Environmental analysis................................................................................................................3
Corporate and marketing objectives............................................................................................6
Marketing strategy selection........................................................................................................7
Market targeting and positioning including globalization...........................................................8
Assessment of 7 Ps of marketing mix..........................................................................................9
Implementation, control and evaluation.....................................................................................10
CONCLUSION............................................................................................................................11
REFERENCES............................................................................................................................12

INTRODUCTION
Strategic marketing planning is the key function of marketing department that they had
conducted into practical manner in the context of promoting a venture and products in market. It
includes varied elements that help companies to obtain benefits of competitive business
environment. A strategic marketing planning encompasses setting aims and objectives, analyzing
external & international factors, implementation, product planning and tracking success as well
as progress of plan. The current assignment will be based on Marks & Spencer, which falls under
category of top department stores that has been operated into retail industry, UK. The study will
explain development of feasible and realistic strategic marketing plan, which include
environmental analysis, business & advertising objectives and promotional strategy selection
stage. It will justify market targeting and positioning including globalization. Furthermore, lastly
the report will clarify assessment of 7ps of marketing mix and tactics related to strategic
implementation, control and evaluation including organizational structure for chosen company. It
will define strategic implication of Pestle, competitors, SWOT and market analysis.
TASK
Environmental analysis
Here, environmental analysis conducts in regard to Marks & Spencer department store,
because it enables marketer to identify those factors that have been affected strategies, operations
and overall business (The Top U.K Department Stores, 2019). In order to continue this practice,
they may utilize the best strategic frameworks such as Pestle and SWOT analysis.
Political factor-
Fluctuation in any kind of political factor may bring difficulties for the organization to
sustain its business into retail sector and manage activities related to it, across UK (Pupo Kairuz
and et.al., 2020). For example, governments in each nation have made an important
announcement for sake of human welfare, regarding pandemic and that is to make a full
lockdown under that they have made changes in COVID-19 guidelines, according to which each
person need to adjust. It may affect existing practices of M&S department store, related to its
sales, supply and trading operation that has been conducted between one nation and region to

another, for purpose of increasing profitability and productivity as well as maximizing customer
base.
Economic factor-
In today's time, the economic growth of every country has reduced just because of
pandemic, as such many people losses their jobs and several stores have been shut down. It may
put negative impact on sales and success of M&S as well as its profitability (Coccia, 2021). For
example, as outcomes of extensive rate of unemployment approx. 17% and high cost of food
items, demand for organization goods may decrease which in return may decrease production
and sales of food products that is not beneficial for brand.
Social factor-
Rising demand for home delivery and vegan food product, may put negative impact on
Sainsbury, in term of increasing pressure to provide on time delivery at home of each customer,
which is not an easy task for workers of its department store (PESTLE analysis Model. 2020). As
Marks & Spencer specializes in selling food items along with home and apparel, it may highly
affect its management practices negatively.
Technology factor-
Technology advancement put positive impact on functional and operational functions of
M&S department store in term of increasing worker’s efficiency to take order and delivery items
safely, especially during pandemic by using mobile applications (Roggeveen and Sethuraman,
2020). It is one of those factors that contribute to increase the sales and retain potential customer
of organization for longer. With the help of mobile application, applicant may take orders and
then delivery at door of each buyer which enables them to maintain social distance.
Environmental factor-
Customer and government concern to reduce carbon emission or carbon footprint may
put positive impact on market image and customer base of M&S. As it enables firm to enhancing
its brand image in market, where profitable buyer and investors exist and seek to connect with
those companies that has taken initiative in regard to environmental sustainability, which is quite
important for firm to do so in ethical and systematic manner (Thakur, 2021).

Legal factor-
Fluctuation in laws and regulations related to any business practice may directly impact
current activities, strategies and practices of management. For example, regarding wage policies
and rules, UK government has taken initiative in the context of employees in term of making
change in salary policy and according to that, when firm told to shut and close during pandemic,
it need to pay 67% of pay to their candidate. This change put negative impact on M&S,
employment policies and profitability as it may pay salaries to each staff member even when it
business is not running well (Duncan, 2020).
SWOT analysis-
Strengths-
 Variety of goods- M&S is able to satisfy its customers and retain them with purchase of
products from department store (RASHID, 2020). It has variety of products, which firm
may use as its key strength to gain competitive edge and sustain for long in market.
 Skilled and experienced workers- In term of strength, company has experienced and
knowledgeable employees who are able to contribute to business success even in critical
business environment that have been affected due to pandemic.
Weaknesses-
 High cost due to manual procedures- One of the biggest weaknesses of M&S is that it
heavily relies on manual operation and because of that firm sell costly items. It may put
negative impact on customer’s base and decline sales (Landmann, Stolz-Römmermann
and Günther, 2020).
 Poor supply chain system- in term of another weakness, poor supply chain network or
process may affect negatively upon sales of organization. It leads to decline productivity
and profitability.
Opportunities-
 Emergence of e-commerce- M&S may grab this current business growth and success
opportunity in term of adopting and starting e-commerce store, where its management

may sell goods online which saves time and efforts as well as demand for human
workforce (Szum and Nazarko, 2020).
 Technology advancement- It is another chance that company may grab in term of using
social media channels to promote their venture and to build trust worthy relationship with
customers, which is quite important to do, especially during pandemic, because people
prefer to buy goods from those organizations that they trust.
Threats-
 Intense competitive- retail section or market in United Kingdom and across the world is
getting quite competitive, which may put high pressure on each brand or department store
like M&S to compete.
 Threat of substitute items- in the context of food items, many substitute items emerge
which customers prefer to purchase, especially considering the negative impact of
pandemic upon their health, which may put negative impact on inventory management
operation of firm.
Corporate and marketing objectives
Marks and Spencer is one of those companies that has been managed its own department
stores in the UK in systematic and appropriate manner. It has sells varied items to customers
from food to home products as well as to clothing. Its corporate and marketing objectives are
stated below-
Corporate objectives-
 Its first objective is to build sustainable venture via profitable and consistent progress.
 Second is to meet M&S responsibilities to stakeholders and shareholder’s needs.
 Third corporate objective to company is to offer healthiest food items to customers.
 Its fourth objective is to increase customer’s base up to 40% within 1 year.
Marketing objectives-
 Marks and Spencer first objective related to marketing is to increase web traffic by 50%
within 1 year.

 Firm seek to advertise its quality and fresh fruits as well as other products all over the
world to inform and inspire its customers.
Organization attempt to achieve these objectives by considering many ways under its
strategic marketing plan, which enable management to obtain benefits in term of sustaining and
running venture after lockdown in productive manner.
Marketing strategy selection
A marketing tactic is defined as set of activity, practice and plan that marketing
department has made to reach at potential buyers and to turn new customers into loyal shoppers,
which is quite beneficial for firms like M&S (Polanco-Diges and Debasa, 2020). Marketer of this
chosen company may take initiative to develop the best marketing strategy, which they may
utilize after lock down that support to drive the attention of each buyer towards their products
purchase from department store and to attract new people, who seek to purchase items from
those that offer fresh vegetables and other food products that are free from chemicals.
Social media marketing- in the world of business, there are varied forms of tools,
channels and sources available that M&S marketer may use in form of their marketing tool,
which support to create the best marketing tactic (Li, Larimo and Leonidou, 2021). For example,
social media is the most appropriate source of advertising, and influencing too, because in recent
time due to lockdown that has been taken place into whole world because of pandemic, people
prefer to use their social media accounts more than before this situation. With social media
marketing, organization may grab more customers and generate web traffic even better than last
few years.
Internet marketing- in term of marketing strategy, M&S may also consider this tactic as
well; it encompasses email and web which made marketer abele to promote their products and
venture in influencing manner as faster as possible (Kayumovich and Annamuradovna, 2020). It
helps to drive e-commerce sales of firm more than its rivals that also operate in retail industry
from so long and face same difficulties due to pandemic. Many companies in the world of
business have used this strategy for commercial purpose, which in turn increase their sales and
profits margin. It includes some forms of traditional marketing sources and ways.

From above two marketing strategies, M&S marketer may choose the first one and that is
social media marketing, because it saves time and efforts of marketing team and also provide
desire outcomes in term of achieving set aims and objectives (Wu, Guaita Martínez and Martín
Martín, 2020). With this tactic, marketer may concentrate on providing users and customers with
content they find valuable and seek to share across their social accounts, which outcome in
maximize traffic and visibility of organization. After lock down will be over, with social media
marketing strategy, workers may promote its venture and practices in the context of hygienic
environment and cleanliness within department store. Along with this, marketer via videos and
images, promote their initiatives regarding customer safety, which also help to generate us traffic
and build trustworthy relationship between company and consumer. It contributes to generate
products, safety and brand initiatives awareness all over the world, which in return provides
unexpected benefits to M&S in term of increasing sales and building strong loyal customer base,
which is not that easy to build and maintain for longer. It drives the attention of international
investors as well that wants to work with profitable and progressive brands.
Market targeting and positioning including globalization
Segmentation
It has been identified that mark and spencer divide their segmentation in different types of the
segments. It helps in assisting the organization that how they have to maintain the sustainability
in their business. By using this they also divide their customer’s on the basis of different
parameters. Mainly the company uses demographics segmentation which helps to divide their
customers on the basis of age, education, gender and caste.
Targeting
After the lock down the company have started targeting more digital market as this was the only
mode to promote their brand as by using different sites like Facebook, Integra and Twitter the
company has it started promoting themselves. mainly the company target the customer according
to their size and potential it by seeing what are the threads in opportunity at the time of fulfilling
the needs by setting up budget of the organization (Pisicchio and Toaldo, 2020). They also target
their website by providing their customer delivery so that they can easily buy the product off
mark and Spencer. Before lockdown the company was not using social media as it is the one of
the top retail store in the UK right after that they are regular at the time of posting the videos and

pictures of their brand, food and gift items. The company has also targeted it’s customer by
giving them special discounts and offers after lockdown so that the company can sell all its old
stuff and manufacture new. After the lock down the company cannot allow more than five or 10
customers in their store at a time if they will do this then they have to face various consequences.
Positioning
The position of the company has suffered first loss in his 94 years of journey including slums.
Because of that the company had to cut around 7000 jobs in three months along with clothing
and home sales by 53%. The position of the company down remained the same as in three
months you wide lockdown the company was in better position ask after the end of first
lockdown the company we started keeping less stock in their stores and warehouses so that there
do not have any dust on the clothes. Is the company have also adopted the scheme to sell it
product online so dead they do not have to face any loss at the time of lockdown (Ferreira and
et.al., 2021). The position of company was also let down because of they have thought that they
have two shut down few stores which have also resulted in hitting jobs. The position of company
was also good ‘because they have tied up with Ocado which has helped them to deliver the food
of mark and Spencer.
The company has also faced various impacts on the globalization as in China the company had to
face loss in textile sector as and it was the first country to face the Corona virus since end of
2019. And 17,000 workers are to be affected by COVID-19 pandemic as they are receiving
emergency income support that was nine lacks. The company I have two suffer a lot in their
garment manufacturer as 86% of business was drop at the time of coronavirus pandemic.
However, so many people who are working under the company have to lose their job at the time
of coronavirus pandemic (David, David and David, 2021). The company can come in joint
venture with the other company because the reason behind this is mark and spencer do not have
to face the risk along as after the covid-19 the company have to face different problems.
Assessment of 7 Ps of marketing mix
Marketing mix strategy is used by the market in Spencer that will help them to achieve business
goals and objectives along with this it is also used to define the framework that are regarding the
strategies (Marks & Spencer Marketing Mix (4Ps) Strategy. 2021).

Product
Mark and Spencer are known as one of the top retailer in UK. After the COVID-19 the company
has made the product strategy that is based on covering items for all the age group whether it is
men, woman along with they also have the products of the kids. they offer different types of
products for woman that are skirt, cardigans, Blazers jeans and different types of footwear that
are boots, sandals and heels etc. they also have different bags and accessories for woman that
includes sunglasses and jewelry etc. they have different brands that are named as classic, indigo,
foot glove and Twiggy. The company also offers different types of wine and food section better
serve in lunches, dining room, main course and starters.
Price
After the COVID-19 the company has also changed in pricing strategy that is they have started
using low price for their medium and higher category because of their premium quality. As after
the pandemic the customer wants the product better low in cost. Sometimes company also uses
dynamic pricing strategy at the time of seasonal season by giving different discounts and offers
along with They also do sale to finish their old stock in lesser price (Paul and Mas, 2020).
Therefore the company can also come up with the new product which have low price so that all
the people in world can buy.
Place
The company has its own housing brands for clothing that are for kids, men and women. Stores
of the company are available in more than 50 countries in which major stores are in UK. The
countries in which the stores of mark and Spencer are presented is France, India, Spain, Turkey
and find land etc. the complete do not have to face different problems at the time of COVID-19
'cause they have website from with the customer can buy products and get home delivery along
with this they also provide international delivery for limited products. Thus the company can
choose the best place in their future store opening which will result in attracting large number of
the customers.
Promotion

After the COVID-19 the company has started promoting themselves by using different digital
marketing that are social media like Facebook, Integra, bloggers and you tuber to promote their
brand. Along with this they also emphasize is to provide a message on all medium of the
communication. After the lockdown the company has who started sale for their customer by
giving them special discount. The company has also made their strategy that is to add reward
point for their customer who has spent money on buying the products of the company and can
use those points in future for getting discounts. For this the company can come up with different
types of the offers and discounts which will result in attracting large number of the customers.
People
The strength of company’s employees is around 83,000 along with this they have got 1000 stores
in 50 countries. The company pays special attention to their employees by following competitive
payment policy. Other than this the company also gives they watched their embrace who have
hard work at the time of boosting individual performance (McLeay, Lichy and Asaad, 2020).
Also the employees of company get special discounts at the time of purchasing goods from mark
and Spencer along with this company also provide them life insurance scheme, pension benefit
and health insurance scheme to its employees. However for this the company can also hire the
best employees who have much knowledge about the products that are served by mark and
spencer.
Process
The goods of the market Spencer are available in malls and suburban areas. After the COVID-19
the company has properly organized to make his stores beautiful like the other stores. They have
divided their stores by having separate section for furniture, clothing and gifts. Also in their
stores they have started using sanitizer and covet machine so dad the members and the customers
do not have to face any difficulty. Also they have made this strategy that is related to allowing
only 5 customers at one time to follow the guidelines that are made by the government after the
COVID-19 (Varelas and Apostolopoulos, 2020).
Physical evidence
Mark and Spencer have 1000 stores in 50 countries among that 850 stores R operated in UK. The
company has begun its operation in India in the year 2001 and now has more than 52 stores in

India. All the stores of the company had its own physical evidence with sales wide range of
products that are from floating to homes accessories. The company has also barred the website
Forrest Gump so that they can buy the products and get the home delivery (Solosichenko and
Goncharova, 2020). The company can also expand their business in more countries which will
result in increasing their physical evidence.
Implementation, control and evaluation
Implementation
It is termed as the process of realization of different application, idea, specification, policy, or
execution of plan and design. Mark and Spencer has double down there digital marketing to get
throughout the coved crisis. As the company is known as well documented on diginomica India
2020by giving various responses and successful in individual retailers. After the lockdown by
going the prizes the companies also encourage vaccine news. The company has implemented this
strategy that is they have expanded scan, pay a go for the services across all its food stores
globally. At the time of lock down the outlets of the company verse serving essential services by
using the app that allows employees scan the prices of goods at the time purchasing from shops
ideally quiet payment check out terminals which are then wiped out and sanitized by their store
employees. The company has implemented this strategy to sanitize restore on the daily basis by
using hand sanitizers and different precautions for its members and customers.
Change and evaluation
Change is the process of act that is become different. The company had faced various changes at
the time of lockdown as they have to close their so many stores which have resulted in hitting the
jobs of their employees that was around 7000. They also have to change their strategies that are
going from longtime that are related to advertisement on different modes that are televisions
instead of this they have started making strategies latest 2 double their digital growth in terms of
profit and selling the goods of the company. The changes are related to coming up with the
partnership with Ocado to deliver their food. Along with this they have also created 715 new
lines including home care and grocery to broaden up their platform. Evaluation is termed as the
process of structured interpretation by giving the meaning that is to predict the impacts of the
results and proposals. The company has also made this decision to push forward with his
transformation strategy which helps the business row emerge from the crisis which will result in

a stronger and more focused towards position of the company. Mark inexpensive also have you
started keeping less stuff in its warehouses and stores so that at the time of other lockdown they
do not have to face any problems letter related to damaging the products (Osborne and
Strokosch, 2021). Mark and spencer can evaluate their plan by measure their performance along
with the productivity to see that plan is made good manner which will result in achieving goals
in proper manner.
CONCLUSION
By summing up the above report it has been concluded that strategic management planning is
known as the key function of marketing Department that mark and Spencer use them to conduct
it's promoting venture an products in the market with a practical manner. the report has explained
about the environmental analyzes of mark and Spencer including his political factor, economic,
social, technology along with this the SWOT analyzes of the company was also done by
explaining its strength, weakness, opportunity and threats. With the assistance of above report it
is also given the information about the corporate and marketing objectives of mark and Spencer
along with its marketing strategy selection that is used by them to define set of activity Which
include social media and Internet marketing which also result in saving the time and effort of
marketing team by providing them different terms that are related to achieving the objectives and
goals of the company. By the evolution of above report market targeting and positioning
including globalization of marketing Spencer was also explaining the above report. Further
marketing mix of mark and Spencer was also done that was based on the impact that company
has to face after lockdown. Lastly implementation, control and evaluation in regards of mark and
Spencer were also explained in the above report with the proper manner.

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