Introduction to Marketing

This document provides an introduction to marketing and its role in enhancing business profit margins. It discusses the overview of the retail industry, key changes in the UK fashion retail market, macro and micro environment analysis of Marks & Spencer, and the marketing mix of M&S. It also explores the target market segments of M&S and provides recommendations for the company's marketing strategies.

Introduction to Marketing
Assessment

Contents
Introduction................................................................................................................................3
Overview of business.................................................................................................................3
Key relevant changes within UK fashion retail.........................................................................4
Key relevant changes in macro environment.........................................................................5
Micro environment of M&S...................................................................................................6
Marketing Mix of M&S.............................................................................................................7
Target Market segments of M&S...............................................................................................9
M&S suggested tactics.............................................................................................................11
Recommendations....................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

Introduction
In today's commercial environment, marketing has a key function to play. Managers
of many forms employ this method to enhance their individual business' profit margins.
Every effort is made to improve customer service and to develop successful ties with the
business company's important customers. The retail business refers to the distribution process
of consumer products and services to their respective clients via different channels. Such
industries are aimed at fulfilling the requirements and requirements of different people and at
generating maximum profits. The current study will focus on the retail industry's operational
workings, encompassing numerous concerns and obstacles facing the business manager. In
addition, this publication outlines tactics and policies undertaken by selected companies,
namely Marks & Spencer, to address diverse and severe competitiveness in the retail sector.
The aim is to underline the many strategies chosen by the company to cope with intense
competition in its specific operating market. In this context, the company develops counter-
strategies to address numerous issues that impact on improved business performance
(Acharya and et. al., 2018).
Overview of business
Marks and Spencer Group plc. is a global British store who supply branded items
such home-made items, apparel and foodstuffs, also known as M&S. Michael Marks and
Thomas Spencer formed the respective firm and it clearly understands why the name 'Marks
and Spencer' was named. The firm is based in London, England, United Kingdom. The
company has a promising future in the domestic sector, with its solid market presence and a
solid brand image, and proves to be a strong competitive player for any other retail company
in a comparable region. M&S now has 959 shops in the UK area, 615 of which are shops
which solely offer food in the region. It supplies its consumers with a broad choice of

branded / premium food goods and has a partnership with Ocado to market their items online.
"St Michael," a brand that Simon Marks introduced to his parent and the company's co-
founder (Balaji and Roy, 2017). The first to be used in 1957 and through to the 1970s is
Tricell, and Courtelle, the first to be launched by Marks & Spencer nationally until the 1970s.
This synthetic fiber is a fiber of the same kind.
Key relevant changes within UK fashion retail
According to Tammy Smulders, UK fashion retail marketplaces in business times
have exhibited a major change in customer's behaviour and tastes in different business
locations. Therefore it is necessary for managers of such a company to be up to speed with
the company's strategy and policies. Some of the trend changes relate to:
Trends in UK retail industries
(Source: What’s causing the Margins to Shrink in Fashion Retail? Infiniti Research Identifies
Key Challenges Facing Fashion Retailers)
Customer engagement: It is the area that is most important in the retail industry, the
positive relationship between the seller and the consumer is very important. Therefore, the
buyer should guarantee that information, enjoyment and convenience are provided in a
changing environment.

Social media: This is one of the developing platforms where the supplier can quickly
attract consumers by creating efficient advertising. It helps the company's administration to
pay fewer marketing costs and enables the company to supply items of quality at a lower
price to its consumers.
Body v/s Clothing: Tattoos, ear-piercings, hair-dresses and nose piercings are
emerging in the changing period. Individual clothing has become secondary to fashion
(Fernie and Grant, 2019).
Key relevant changes in macro environment
A business enterprise macro environment may be characterised as one which
comprises a number of foreign aspects affecting the business enterprise's improved
productivity. These elements include GDP, fiscal policy, inflation, employment, consumer
expenditure, and much more (Fernie and Grant, 2019). Managers at M&S design numerous
operational strategies and plans to allow companies to function efficiently in their specific
markets. In order to do a PESTLE analysis, the external environment of the company is
thoroughly studied and the appropriate strategies are then developed (Han and et. al., 2017).
PEST analyses of M&S
Political: These aspects relate to the management of different political entities
throughout operations. As with a selected corporation i.e. M&S, it operates in several global
marketplaces as a multinational. It must thus take account of different political considerations
in each location to guarantee the successful functioning of companies.
Economic: these factors relate to many aspects of corporate decision-making, such as
inflation levels, competition, GDP, etc. The presence of rivalry in the operating market of that
company is primarily impacted by that corporation. Management may have to provide items
and services at a reduced price only to offset the strategy of their competitors.
Socio-culture: These aspects include a range of trends or societal necessities that each
organisation fulfils to preserve their best interests in a given location. For the company
selected, the management of this company take account of different trending requirements
and requests as well as the quality products and services provided by the company in the
specific operational area of the organisation.
Technological: These aspects are one of the key elements of regulation in the market
for efficient company operations by managers of the particular organisation. The

management of the firm commits its finest resources to regulating various business processes
by using up-to-date technology for the selected company.
In accordance with M&S Plc., the company's current aims are determined by the use
of sustainable technology to achieve the company's intended objectives. As a consequence,
the company encountered recurrent difficulties, i.e. brexit and COVID epidemic. The
company's share price has fallen enormously, resulting in loss for the staff. The CEO and
management of the company therefore strive to achieve the intended objectives of the
organisation's sustainable approach (Hughes and et. al., 2019).
Micro environment of M&S
As far as M&S is concerned, the company concerned must handle the high level of
rivalry in that particular operating market as respects the provision of retail services to its
precious clients. In order to build successful methods for managing the company's
competition, Steve Rowe, the company's current CEO will ensure that the company is more
productive in its respective operating environment.
Positive relative to competitors

Marks & Spencer competitors
(Source: Marks & Spencer competitors)
Aldi UK and Next are the major M&S rivals. In addition to its home markets but also
within the internal markets, M&S is a solid brand with an excellent brand image. According
to comparison chart analysis the company can attract more clients in a certain market with its
extensive product range may be analysed. With 612,2k followers, 440,7k and 279k of whom
are Aldi and Nexts, "Twitter" remains the company's highest supporters. This demonstrates
that companies have a solid brand image on the Internet market and have some solid brand
loyalty to their value clients, created through pre- and post-sales quality services (Kumar and
et. al., 2017).
If nevertheless the business's financial statistics are analysed, the selected business,
i.e. M&S, has recorded the largest revenue during the financial year. It may be determined. In
order to ensure the efficiency of the activities carried out in the corporation, Steve Rowe CEO
dedicated a distinct finance department to the organisation. This improves the company's
competitiveness and improves the productivity of the company in its specific business
environment.

Marketing Mix of M&S
The management in the company have switched their operations to digital areas in a
business form in response to new trends on that market as a consequence of increasing
competition on the market. Digital marketing explores a wide range of markets and also helps
to the company's least operational cost. As M&S is a commercial retail sector, it must also
confront harsh rivalry in its particular market, therefore the utilisation of digital marketing
strategies will undoubtedly aid the company's management to provide a good return for the
resources put in employee operations. In connection with the provided context the strategic
7ps of marketing are outlined below:
Product: Product from Marks and Spencer is categorised as women, lingerie, beauty,
men, children, home, furniture, flowers, wine, gifts etc. offerings Style & Living. The
category of Christmas provides Christmas goods linked to this year’s Festival, such as
presents and illumination. Products are then further separated into sub-categories in men's
and women's categories such, for example, shoes, accessories, nightwear etc. Also, some of
the subcategories in home category are cooking, dinner, lighting, bedding and bathroom
(Mittal and Tolk eds., 2019).
The quality of its products is highly known for M&S. Many clients appreciate the
business because of their daily wear and foodstuff of good quality. However, throughout the
years, many consumers lost their affection for the distributor, since the design was not that
good and trends were severely slashed. M&S was not very helpful in catering for diverse
sorts of clients. Primark, TK Maxx and several other comparable businesses have, for
example, withdrawn market share from M&S at the bottom of the UK apparel sector. Zara
and H&M also play nicely at the middle end, while John Lewis is at the top of the market on
the neck of M&S.
Price: M&S is a high quality supermarket and many of its items have a medium to
high price range. However, many consumers view the pricing as value for money reflecting
the demographics the firm serves. Many customers recently challenged M&S' pricing
policies. The firm and its supplier Ocado charged different rates for the same items to
customers. In shops and internet price, certain items were discovered more expensive.
Place: In 62 overseas markets M&S has over 1500 outlets. In these establishments
more than 78,000 individuals labour to assist clients shop. For the initial introduction of
online food service, M&S purchased 50 percent of its British retail company at £750 million.

Ocado.com now enables customers to buy more than 6,500 M&S food goods. This is a
significant choice for M&S because all their competitors in the United Kingdom are online.
Promotion: In the marketing mix of M&S promotion is the last component. The
corporation spends millions of pounds on marketing technology and advertising.
Nevertheless, it has opted to reduce marketing spending by £50 million for conventional
media such as TV and media. The firm currently concentrates more on social media.
People: Distributors and marketers of the company are aware of the finest CSR
practises. This bracket focuses on various staff and consumers' demands. To support the
objectives of the organisation, all employees are prepared with the appropriate CSR skills.
The marketing approach also aims at supporting every customer's sustainable behaviour. This
facilitates M&S's assistance of varied clients in promoting the most sustainable approach.
Process: The production procedure of the organisation was sustainable. In order to
save the environment, customers are also urged to recycle their clothing.
Physical evidence: When selling its products, the firm employs sustainable facilities.
The use of clothes made by sustainable means is promoted for employees and personnel. The
company frequently reports on its CSR activities to enlighten other individuals. In order to
transmit its CSR strategy, M&S employs assurances, business statements and reports for
additional stakeholders (Pandey and et. al., 2020).
Target Market segments of M&S
One of the most popular shops of M&S. It is a basic but efficient and professional
website. M&S has made it apparent that there is no single target market with the difference in
price range and items. When it comes to clients, they prefer 'fairness and confidence over all
else. Their key principles are inspiration, creativity and integrity. Their devotion to their
goods and customer satisfaction is demonstrated by the client's pledge that they may enhance
their everyday life. Marks & Spencer do not appear to have a special target market profile but
aim at a variety of people with their product assortment. With regard to demographics,
though, M&S' fashion line tends to produce clothes aimed for middle-aged women. With
these statistics, it may be considered that the target segmentation of the firm is not indicated,
but, based on its annual report. It may be inferred that the major geographic subdivision of its
departments is located inside the United Kingdom. The company may still be accessed and
used all around the world by accessing the website. Marks and Spencer have confirmed their

partnership to “Starcount” as part of their five-year transformation strategy. They expect that
via the creation of M&S loyalty and CRM programmes, including M&S's Sparks Card, they
would achieve a greater "client awareness and insights (Sansone and et. al., 2017).
The context to chosen firm managers of the firm dedicates their efforts and resources
mainly by concentrating on two different types of target markets which are as follows;
Demographic segmentation: The initial element individuals think of when they hear
'market segmentation' might be demographic segmentation. This may be the easiest approach
to define client groups, but it is still powerful. Demographic segmentation examines
identified character-free characteristics such as:
 Age
 Gender
 Ethnicity
 Income
 Religion
 Level of education
In order to choose its target products markets, M&S employs demographic
segmentation. By age, wealth, social status and occupation, M&S aims at its clients. M&S
targets the high income and management age category of 30 plus. Their division of the
market is likewise based on value. Many M&S apparel goods have a premium and high-
quality section such as M&S, Clarks, Faith and Office, a mid-prices sector such as Top
Shop, River Island and a low cost sector like shoes. Fashion and difference in quality can
overcome price discrepancies in such a market.
Behavioural segmentation: The segmentation of conduct is maybe the most beneficial
for e-commerce enterprises. Like with psychographic segmentation, it takes a little amount of
information to become genuinely efficient. It includes;
 Purchasing habits
 Spending habits
 Loyalty to brand
The Corporation's behavioural division is far more organised; the Company's pickers
comprise ladies wear customers, lingerie, men's clothing, kid's clothing, furniture, flowers,
presents, wine, home ware, food and food, including fresh foods, half cooked food,

completely prepared food etc. This diverse and massive goal market means that the many
sections of the organisation have to concentrate on the trends, features, wants and comments
of individual client groups and their dislikes.
M&S suggested tactics
With a large number of 78,000 devoted employees working for numerous branches
throughout the globe, M&S is one of the leading brands in the UK. The management of the
company must assure the efficiency of the efforts in the company to guarantee the company's
growth goals with resources and its completion of the relevant term (Souza-Monteiro and
Hooker, 2017). Different strategies or approaches employed by management and
management of selected companies e.g. M&S are:
 Customer-centred approach: by making different feedback on the consumption of any
products or services from diverse consumers inside the organisation. M&S business
manager is able to strengthen the company's accountability to important customers.
This enables the company to create a favourable brand picture of the products or
services of the company in its business region and to earn loyal consumers.
 Employee motivation: management have established a criterion for showing the
company's greatest productivity. This may be done by inspiring every employee and
every employee in the company. This technique allows the management of the
company to extract the highest output from the least investment input of the
company's resources.
 Comfortable online company: as the company invests its efforts in setting up
businesses in online retailers. This has greatly contributed to the marketing strategy of
the organisation by offering marketers of the business's large market. Moreover,
different amenities such as the doorway supports firms in their many operating areas
to generate greater goodwill.
Recommendations
There are certain recommendations to be made to the selected company in the brief
examination of the report paper. These recommendations are related to improving and
increasing the company's productivity by concentrating on certain operating weak points in
this study report. The company managers can enhance the company's operational functioning
by using the advice and enable the organisation in a specific time frame to meet growth
targets via existing resources.

 Single growth: The Company is encouraged to manufacture innovative items and
services that are to be supplied to valuable clients of the company as the separate
companies deal with the common product line.
 Competitive policies: The Company’s management department should concentrate
more on a competent plan. As an intensive competition organisation is responsible in
its different operating area, an appropriate monitoring of competition strategy or
policy will maintain the latest developments in its operating environment firmly
updated.
 More flexibility in corporate strategy: Businesses must consequently work in an
uncertain and complicated business environment, and the introduction of more
flexible plans and policies helps enterprises to mitigate numerous associated risks and
dangers.
Conclusion
It can be determined from the aforementioned report that many reasons cause a
breakdown or struggle to achieve the targeted objectives of the company in its operating
markets in particular. The preceding meta-analysis provides a detailed overview of the tactics
and policies followed by selected companies in order to address their internal and external
circumstances to support effective business growth. In addition, attempts are being made to
make a particular company competitive with its rivals and suggestions should ultimately be
set up with a view to increasing its productivity and promoting improved productivity in its
various operating areas.

References
Books and Journals
Acharya, A. and et. al., 2018. Big data, knowledge co-creation and decision making in
fashion industry. International Journal of Information Management, 42, pp.90-101.
Balaji, M.S. and Roy, S.K., 2017. Value co-creation with Internet of things technology in the
retail industry. Journal of Marketing Management, 33(1-2), pp.7-31.
Fernie, J. and Grant, D.B., 2019. Fashion logistics: Insights into the fashion retail supply
chain. Kogan Page Publishers.
Han, S.L.C. and et. al., 2017. Determining effective sustainable fashion communication
strategies. In Sustainability in Fashion (pp. 127-149). Palgrave Macmillan, Cham.
Hughes, D.E. and et. al., 2019. Driving in-role and extra-role brand performance among retail
frontline salespeople: Antecedents and the moderating role of customer
orientation. Journal of Retailing, 95(2), pp.130-143.
Kumar, V., Anand, A. and Song, H., 2017. Future of retailer profitability: An organizing
framework. Journal of Retailing, 93(1), pp.96-119.
Mittal, S. and Tolk, A. eds., 2019. Complexity challenges in cyber physical systems: Using
modeling and simulation (M&S) to support intelligence, adaptation and autonomy.
John Wiley & Sons.
Pandey, S. and et. al., 2020. Marketing Strategies for Upcycling and Recycling of Textile and
Fashion. Recycling from Waste in Fashion and Textiles: A Sustainable and Circular
Economic Approach, pp.253-275.
Sansone, M. and et. al., 2017. Dynamic capabilities in retailers’ marketing strategies: defining
an analysis model. Mercati & Competitività.
Souza-Monteiro, D. and Hooker, N., 2017. Comparing UK food retailers corporate social
responsibility strategies. British Food Journal.
Online
10 new trends in fashion retail, 2021. [Online]. Available through: <
https://www.retaildive.com/ex/mobilecommercedaily/10-new-trends-in-fashion-
retail>
Marks & Spencer competitors, 2021. [Online]. Available through: < https://craft.co/marks-
spencer/competitors?competitors=marks-spencer%2Caldi-uk%2Cnext >