Marks & Spencer Digital Marketing Project: Analysis and Plan

This project provides a detailed analysis of Marks and Spencer's digital marketing strategies and online presence. It includes a situational analysis using PESTLE and Porter's Five Forces models to evaluate the company's position in the digital market. The report also discusses the importance of digital marketing strategies, SEO techniques, and data analysis tools. Furthermore, it highlights the social media planning cycle and includes the design of a blog for effective digital marketing. The project covers various aspects of digital marketing for Marks and Spencer, including their online presence, competitive analysis, and strategic planning, aiming to provide a comprehensive understanding of their digital marketing approach.

Project (Presentation)

Table of Contents
Introduction......................................................................................................................................3
ASSESSMENT 1.............................................................................................................................3
ASSESSMENT 2...........................................................................................................................11
The Blog...............................................................................................................................11
A Marketing plan..................................................................................................................11
REPORT........................................................................................................................................13
Presentation..........................................................................................................................13
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................24
Books and Journals...............................................................................................................24

Introduction
Digital marketing also known as social media marketing is the marketing activity that is
undertaken on digital platforms. The digital marketing of the products and services supports the
firm to establish a brand image in order to gain a large amount of online customers. For this
report Marks and Spencer is taken into consideration. The company is second largest
supermarket chain based in London, UK. The company deals in variety of general items such as
clothing, food products and much more. The report will discuss about the critical evaluation of
online presence of company in digital market by performing situational analysis. In addition to
this, the report will also include about importance of digital marketing strategies. Moreover, the
report will also be able to explain about the marketing plan as well as will also include about
SEO techniques. Furthermore, the report will also discuss about the importance of data analysis
tool while making digital marketing strategies. The report will also highlight about Gibbs
reflective cycle and will also include the designing of blog for performing digital marketing
activities effectively.
ASSESSMENT 1
Evaluation of the current online presence of company in the market
The situational analysis is the technique which is adopted by company in order to
evaluate the internal as well as external factors of the business. In context to Marks and Spencer,
the company practices situational analysis tool which support the organisation to analyse
properly its future growth potential as well as also supports firm in defining the potential
customers. In addition to this, this tool supports Marks and Spencer company to effectively
evaluate about the state of its business as compared to the competitors (Hamouda, 2018).
PESTLE Analysis:
This is considered as the type of business model which is performed by the organisation
to effectively identify and evaluate the external factors that can impact the future goals and
objectives of the company. In addition to this, this model supports the organisation to determine

future actions as well as assists the firm to develop strategies regarding improving competitive
position of the business. In context to Marks and Spencer, the PESTEL analysis will help
company to timely evaluate the forces of internal and external environment that can affect its
digital marketing strategies. This enables the firm to identify and assess the present opportunities
as well as threat from external environment which will assist the company to know early
warnings and take calculative actions for enhancing online market share.
The following are the elements of PESTLE model are:
Political factor:
The political factor is the force of government body that can impact the goal attaining
behaviour of the bushiness. The political factors cover the government factors related to
corruption, political instability, export and import tariff rates and legislations for protecting
workers as well as customers. In context to Marks and Spencer, the recent deal between UK and
EU in response to Bruit policies supports the firm to enable future proof supply chain and
operations of the business enterprise. In addition to this, the increase in the activity of promoting
digital platforms by UK government will greatly influence the online marketing strategies of the
firm in positive manner (Ki and Kim, 2019).
Economical factor:
This type of external force deals with the economic force of the country. The economical
factor depends upon change in economic factors of production, interest rates, consumption level
as well as supply and demand level of the country. In context to Marks and Spencer, the increase
in employment rate has led to a favourable change in the supply rate of labourers. In contrary,
the rise in interest rates by banks negatively impacts the company as the cost of arranging funds
is higher. In addition to this, the decline in demands by customer due to financial difficulties
from pandemic has also unfavourably influenced the global supply chain process of the
organisation (Rana and Shankar, 2020).
Social factor:
The social factors are the forces which is derived from the societies of the country. The
social factors cover the change in customer tastes and preferences, change in the volume of
population, change in educational levels as well as income disparities in the population is the
significant factor that can impact the growth developmental activities of the organisation. In
context to Marks and Spencer, the increasing standards of living of the UK population positively

supports the firm to open new online sales campaigns on the available digital platforms. In
addition to this, the increase in the literacy rate of country also assists the company to sell its
products largely online to the customers.
Technological factor:
The factors that includes innovation as well as technological changes falls in the category
of technology factor. It is mandatory for the organisation to timely evaluate their external
environment in order to ascertain the technological changes in the proper manner. In context to
Marks and Spencer, the recent advancement in technology related to usage of digital platforms
assists the company to grab the opportunity available in order to enhance its brand visibility in
various digital platforms such as social media or Amazon. However, the technological changes
also come up with a risk of cyber threats that can become a possible threat for their confidential
information.
Legal factor:
The legal factors involve the legal and court rules and regulations that can impact the
growth expansion plan of the company. The legal factors include health and safety laws, equal
opportunity laws, consumer laws and their rights and product safety as well as labelling rules. In
context to Marks and Spencer, the company completely adheres with the food safety standards of
UK which can supports the company to enhance its competitive position in the market. The
company also focus on adopting the advertising standards of UK which will further support the
organisation to improve its digital marketing position (Tang, 2018).
Environmental factor:
The factors which includes about ecological factors such as change in weather conditions,
temperature, climate conditions as well as the chances of natural disasters. In context to Marks
and Spencer's, the organisation runs its operation in the eco-friendly manner by taking use of
newer technologies in performing day to day to operations. The company is also taking
initiatives for Corporate Sustainability Responsibility (CSR) about reducing environmental
pollution by performing seminars
Porters five forces model:
This model helps the company to identify and analyse its competitive position and
profitability within the industry by performing certain strategic measures. This is the simple

framework used for assessing and evaluating the competitive strength of the business
organisation. This theory is based on the concept that there are five forces that determine the
competitive intensity and attractiveness of a market. In context to Marks and Spencer, this model
will help the organisation analyse its competitive position in market in terms of their competitors
and suppliers. It will also analysis strength of a position that an organisation may look to move
into (Poddar and Agarwal, 2019).
The followings are the porter's five forces modals: Bargaining power of Buyers: An assessment of how easy it is for the buyers to drive
prices down and demanding more service at an existing price. The power of buyers is
highest when number of buyers are large relative to the competitors serving them. In
relation to it, when the products are undifferentiated and represent a significant cost to
buyers. In context to Marks and Spencer, the influencing power of the buyers are high in
the retail industry as there are various sellers of the same products and product
differentiation is non-existent in this sector. Furthermore, the customers can compare the
prices of the product through different channels. Therefore, the customers have more
influence in context to retail industry. Bargaining power of suppliers: An assessment of how easy it is for the suppliers to drive
up prices. Companies in every industry have to purchase critical inputs from suppliers in
different proportions of cost for their day to day operations. The power of the suppliers
depends upon various factors like: number of suppliers of each essential input,
uniqueness of their product or service and cost of switching from one supplier to other. In
context to Marks and Spencer, the bargaining power of suppliers in the retail industry is
considered as a low to moderate. Due to the presence of large number of suppliers in the
industry it can have a less impact on the firms. The organisation negotiates very hard with
the suppliers to increase its profit margins. Threats of new entrants: Profitable markets are prone to new entrants which can erode
the profitability of the current players within industry. It can force the firms to take their
prices down and can also increase their expenditure in order to retain customers which
can affect their goals and objectives. This threat depends on the series of barriers to entry
like: patents, economies of scale, capital requirement and many more. In relation to
Marks and Spencer, the impact of new entrants is very low as it has established itself as a

leader in the UK market and has its own core competencies. Therefore, Marks and
Spencer does not need to worry about new entrants as it enjoys economies of scale. Threats of substitute product and services: When close substitute product exist in the
market than, it can give power to its customers to switch into different products easily.
This can significantly reduce the profitability and attractiveness of the market. The threat
of substitute is high if the buyers cost of switching to the substitute is low. In context to
Marks and Spencer, the threat is low as the firm offer its customers a large base of
products and also has a large range of substitute products (Valentina and Mary, 2020).
 Rivalry among existing competitors: The main driver of this risk is the number and
capabilities of competitors in the market. Many competitors offering undifferentiated
products in the same industry can negatively suppress the profitability of the firms. In
addition to, it can reduce market attractiveness. In context to Marks and Spencer, the
intensity of risk is moderate to high as it has a powerful competitor in the market. Like
Marks and Spencer, the competitors also spend heavily on advertising and other
marketing techniques which further puts intense pressure to the organisation.
The social media planning cycle is considered to be a very important process that involves
various social media marketers that helps in locating audiences who are best suited for the
organization. The elements involved in the social media planning cycle plays a very
important role in enhancing the brand and its image. In context to Marks and Spencer, the
organisation uses a proper social media plan in order to engage with the consumers that helps
the organisation in significant increase in sales with the help of various marketing campaigns.
The organisation has relaunched its website in order to fulfil the needs and wants of
customers. In context to Marks and Spencer, the organisation uses various social media
channels such as Facebook and Instagram for the purpose to show their new products. In
context to organisation, Instagram platform is considered to be effective part in the marketing
strategy and the organisation constantly focuses on enhancing their brand strategies to its
customers. When it comes to social media marketing planning cycle, marketing plays a very
important role and it is important for every business to use an effective social media
marketing plan. The social media marketing planning cycle basically involves nine steps that
helps in developing a social media marketing plan (Shaiful, 2019).

In context to the social media marketing cycle it involves the following steps:
Listening: In context to Marks and Spencer, it is very important for the leaders and managers
to figure out its current social media presence and also keeping an eye on the competitors of
the organisation.
Setting up goals and objectives: In context to Marks and Spencer, it is very important find
out the needs and wants of the customer and focuses on improving the weakness of the
organisations and implementing the effective social media strategies.
Defining strategies: Another step which is involved in the social media planning process
involves implementation of the 8 Cs of strategy development according to the organization.
Identifying the market or target audience: It basically allows a company to identify the
implementing strategies and attracting more and more customers (Dini’s, Costa and Breda,
2021).
Selecting Tools: It basically involves using various tools of social media.
Implementing: It basically involves coming together of previous stages and putting up tactics
of the company together.
Monitoring: It basically involves the process of evaluating, tracking and measuring the
organisation social media strategy.
Tuning: It helps me in making proper adjustments to the strategy in order to successfully
achieve organisational objectives.
SMART Objectives: These are basically the form of objective setting that allows the
employees and managers to accomplish, create and track the long and short term objectives
and goals. In context to marks and Spencer, the smart objectives helps in making the

objectives and goals of the organisation specific, measurable, achievable, realistic and timely.
The smart method helps in pushing the organisation towards the sense of direction and helps
in reaching the objectives.
In context to marks and Spencer, the dreams, vision, intention to achieve its objectives by
2030.
In context to Marks and Spencer, the main purpose to set smart goals involves preventing the
organisation from setting up the challenge and disappointment. The smart objectives help in
clarifying the ideas and focusing on the efforts that allows the organization to allocate its
time in various ways.
In context to Marks and Spencer, the smart objective of the framework involves the
following:
Specific: There is a difference when it comes to general goal and specific goal. In context to
Marks and Spencer, the general goal basically involves the process of “Internalization”. In
context to organisation, the specific objective of the organisation is to calculate level of
business in various countries.
Measurable: In context to organisation, marks and spencer need to work upon the process of
attaining goals and objectives of the company.
Achievable: In context to organisation, it is important for the set the goals or objectives
which are possible to achieve. For examples, Marks and Spencer can achieve their objectives
with the help of market segmentation and becoming a tough competitor for its competitors.
Realistic: In context to Marks and Spencer, the organisation should represent their goals that
are achievable and categorising them on the basis of achievable, high and realistic.

Time Bound: In context to Marks and Spencer, the organisation should be grounded within
the time frame. Time frame plays a very important role in the organisation. For example, the
organisation has an aim of opening 100 new stores.

ASSESSMENT 2
The Blog
https://outseas.blogspot.com/2022/03/top-4-travel-destinations-around-world.html
A Marketing plan
Marketing Plan Ideas for completion
The title of my
blog is
The Blog's title is “Top 4 travel destinations around the world”.
My idea for the
blog was…
The idea is to search for travel destinations which are both exotic and
adventurous. Also to understand the concept of tourism which further
helps in promoting tourism activities.
My target
audience is…
The target audience will be teenagers and employees who are looking to
travel to places where they can enjoy and relax.
My USP (unique
selling point) is…
The USP of these destinations is that they are ranked at top in list of best
places for travelling. All three destinations have diverse cultures and

various activities that provides different experience from each other.
My target
audience will find
it via…
The matter of my blog can be find out by target audience as it will be
presented on social media platform like Facebook, Twitter, Instagram,
etc. To print the source of top travel destinations, the link can be utilised
and various campaigns will be managed which will inspire people to
travel to different countries.
My readers will
share it because…
The readers will read the blog and share it further as it gives deep
insights of destinations that are worthy to travel. Generally people are
sceptical about places they visit, thus the blog will help them to better
understand the places they are visiting.
How will I test
my blog before I
publish it (and
before I finish this
assessment
To test the authenticity and efficiency of the blog, the comments,
reviews and feedback from the targeted audience will support me for
modifying data of my blog if necessary.