Strategic Marketing Plan: Improving M&S Competitiveness

This report provides a comprehensive strategic marketing analysis of Marks & Spencer (M&S), a major UK retailer. It begins with an executive summary and introduction to strategic marketing, emphasizing its importance for achieving competitive advantages through superior customer service. The s...Read More

STRATEGIC
MARKETING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION ..........................................................................................................................1
Critical analysis and evaluation of PESTLE factors affecting main objective of improving
organisation competitiveness by delivering customer service .............................................2
Porter's five forces model ......................................................................................................4
Appraisal of internal competencies of chosen organisation .................................................5
Evaluate marketing objectives including mission, vision for improving the competencies
through superior customer service .........................................................................................7
Strategic marketing plan for improving organisation competencies through superior customer
service over next three years..................................................................................................8
CONCLUSION ............................................................................................................................16
REFERENCES .............................................................................................................................17
Marketing Mix – Communication, 2020 [online]. Available through <
https://marketingmix.co.uk/communication/>...............................................................................18

EXECUTIVE SUMMARY
The study is based on the strategic marketing that is an effective framework for
developing, planning and implementing the strategies in a best way so that company can gain
high advantage in competitive market by delivering superior customer service. This is related to
Marks & Spencer that is the largest company in the UK and deals in varieties of range of
products like foods, clothing etc. for gaining their market share and presence in the market
company want to apply some external and internal model that helps in achieving their objectives.
In this manager of firm adopts the PESTLE , Porter's five forces and VRIO analysis so that best
strategies can be made out for getting higher profits.
INTRODUCTION
As per the viewpoint of (Shane Davies, 2020)Strategic marketing is a strategic tool
that contains the planning, organising, developing and implementing the best strategy so that
company can gain the competitive advantage according to their set goals and activities. It is an
effective approach that can overall plan the organisation objectives. Their main objective of this
is to attaining the targets related to understanding the customer’s perceptions and needs so that
business firm can maintain their existence for the long period of time. This study is based on the
Marks & Spencer that is the largest retail organization in UK and dealing in the varieties of the
product range such as financial services, food, clothing, perfumes etc. due to coronavirus is
struck in the world unexpectedly this will majorly affect the sales and profits of the retailing
business like Marks and Spencer. Due to this government can pass the rule of following social
distancing due to this customers cannot go for shopping as it directly impact the traditional way
of shopping. This project is based on how the M&Scan focus on providing the superior customer
service so that they can enjoy large market share and profits(West, Ford and Ibrahim, 2015).
This project study involves the PESTLE analysis of the M&S so that they can effectively
improve their activities and functions related to delivering the superior customer service. For
gaining the competitive advantage and maintains the brand image in the marketplace company
can use the porter's generic model that includes fives stages that helps in gaining the competition
and attracting the customers by providing quality services at the affordable cost in the time of
coronavirus. Further it inculcates the VRIO analysis for appraising the internal competencies so
that M&S can improved their services related to customers service. Further business
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organisation can make the SMART objectives so that proposed activity can be implemented
effectively and gives the good result to the company sustainability. At last this report develops
the strategic plan that is more important properly planning the selected approach so that company
may accomplish the targets and gain the profits by providing the superior customer service to the
target and potential customers. In making the strategic plan marketing mix is a special element
that helps in analysing the right way to deliver the goods and services to the customers so that
they conveniently buy the goods and services and loyal towards the organisation.
Critical analysis and evaluation of PESTLE factors affecting main objective of improving
organisation competitiveness by delivering customer service
PESTLE Analysis- It refers to that framework in which Marks and Spenser can evaluate the
environment that is very helpful in gaining the superior customer service and enhancing the
market share within the marketplace. Following aspects of the PESTLE can be shown below in
context of Marks and Spencer(Sahaf, 2019).
 Political factor- Marks and Spencer's have been producing their products abroad for
cheaper production in countries such as China, Cambodia, Vietnam, India, Turkey,
Bangladesh and Sri Lanka. They approach the political factors in a way that supports
their shareholders and stakeholders. The clothing and home supply chain is global with
many different suppliers. Their reputation for quality, innovation and sustainability is
built on an excellent long-term relationship with the suppliers. M&S believes that quality
or relationship should not be compromised. Overseas manufacturing is most preferred by
retailers as it is less expensive and allows the products to be produced in large volumes.
The volume produced can meet the market demands which is crucial for the company.
M&S do right by their suppliers and by their customers by providing the factory workers
fair wages and fair working hours. Customers want to know more about where the
products they wear and the services are manufactured so M&S have put all the
information on their website, so they are showing their work(Milichovskýand
Šimberová,2015). Due to Covid-19 pandemic Marks & Spenser can face a major problem
in their operations of the business due to this their success may be affected(Coronavirus:
UK economy could be among worst hit of leading nations, says OECD. 2020). As
Government can imposed the law of following social distancing and Locked down in the
countries due to this employees are working from home and also customers get the
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delivery usually in more time. Because of this company can deliver their products and
services with properly sanitised the parcel and using gloves when deliver, this will
attracts the customers by seeing this attractive service. But in the containment zone
delivery are prohibited due to this profit margin would be affected and company may face
the issue of low revenues.
 Economical factor- In 1999 M&S moved their production to foreign countries to help
them survive with the budget companies. The economic factors affecting M&S are the
competitive product prices from their oppositions. Price has always been the top concern
for customers however in the last decade there have been several budget retail stores
launching that serve all types of customers and on different platforms such as in-store and
online. The budget company often advertises similar products for a cheaper price that
attract customers. In this pandemic Marks and Spenser can supports their stakeholders
like customers and employees by providing services online without going outside so that
customers buy the products easily and employees effectively work without any tension
and maintaining social distancing. It also helps shareholders to get their returns on timely
manner within the three years of period. COVID – 19 was unexpected for everyone
however, M&S worked fast and efficiently to create a plan of action to support customers
as much as they can during the pandemic. The impact of COVID 19 is worst on the
economy of the UK and due to this it may affect the purchasing power of the M&S. In
this pandemic time UK economy can be declined by 11.5% in recent months of 2020.
But in this company can focused on their customer services so that they cannot reduce
their customers in the worldwide . In context of Marks & Spencer share was goes down
to 2.8% and their group sales also decline to 19.2% due to locked down. The sales related
to clothing and home appliances decline to 49.1%(COVID-19 effect: Marks & Spencer to
slash 7,000 jobs).
 Social factor- To be able to provide excellent customer service, a store in the retail
industry needs to work with the social factors affecting the company.As mentioned
before, M&S is a well-established brand that has won customers, heart, over 100 years.
Social factors may influence business decisions such as what stock to carry, the quality
has always been unbeatable however the younger generation are not too fond of the style
at M&S due to the new style of fashion that is sold at the budget stores. This was a
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massive opportunity for M&S to get on top of the competition. Customers product quality
is important in delivering superior customer service however to deliver the same level of
customer service is equally as important(David, David and David, 2017). As because of
customer perception are changes very frequently company may face the problem of
offering the trendy products with quality to their customers because of less focused on e-
commerce. For this M&S need to be properly researched the market by using effective e-
commerce so that they can get the best results regarding the customers taste. as company
deals globally so it is very essential to emphasis on the e-commerce market so that they
can easily identify the culture and values of customers in different countries and offering
them good as per that.
 Technological factor- One of the problems that retails including M&S face is the E-
commerce side of the business as that is still undeveloped and is hidden behind the
traditional in store buying. Online shopping is an increasingly popular option for
customers of all ages as it is easy, convenient and cost effective in a way. M&S have
adopted new technology is by providing their customers with an online website. Another
big trend was establishing an online store for customers to shop with ease. M&S take the
traditional approach by allowing their customers to shop online and deliver them their
products as well as offer click and collect to the customers desired M&S branch. The
service M&S offer in-store is clicked and collect if a customer wishes they can order the
product they want and, in their size, the next day to the store or delivery. Due to Covid 19
Marks & Spencer can highly focused on their E-commerce accounts as this helps the
company to grew their retail sales. It helps the company to gain in social factor by
providing convenient services to their customers using best technology.
 Legal factor- The legal factors that M&S along with other retailers must comply to are
company/contract law. These factors have been put in place to protect the customers and
employees for example their personal details. For employees it would be the details held
with the HR of M&S and for customers it would be the details saved on their online
website for shopping that is linked to their loyalty card. For their workers on operational
level manager of M&Scan follow the health and safety act on the working environment
by providing the insurance and medical facility to them. Also they treat employees on the
equality basis as there is no discrimination between male and females. This will helps in
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effectively completing the work and that gives efficient results also(Rastogi and
Trivedi,2016).
 Environmental factor- M&S have become a more sustainable retailer. This relates to
environmental factors such as carbon emission from manufacturing processes and
deforestation for farming land. M&S decide to sell fair trade products to support the
workers, suppliers and the environment. Fairtrade has an impact on the environment to
better compensate foreign producers. The company has faced many financial issues over
a few years and has always overcome them by doing right by the shareholders and
stakeholders. Influence of the Green lobby and greater all-round awareness of green
issues (carbon footprint and responsible shopping, buy local / grow your own, recycling,
etc) For longer sustainability M&S can focus on CSR policies under this they work for
the welfare of environment so that it indirectly benefited the society people that helps in
attracting the large base of customers due to this company can survive for a longer time
frame.
By the above explain PESTLE , it is to be evaluated that because of COVID 19 company
may face major issues but at the same time customers can identified the services of brand that
they offers to their welfare due to this organisation would survive for a longer period of time.
In this, analysing all the six factors helps in understanding the condition of marketer so that
offering the best services to the buyers can be assessable to the firm and helps in sustaining
globally. In this political factors shows the Britain's locked down that may affect the sales of
the firm on their physical stores. Due to this economy of the country but because of using
technology as E-commerce they can enhance the online sales and due to this customers also
get the effective services like getting products at home with proper sanitised bags. In this
company also follow the CSR policies to longer sustaining in the business industry.
Porter's five forces model
It defines that framework which is used to gaining the competitive advantage within the
same industry so that firm may enjoy the larger sustainability and enhance their market share. It
determines the fives aspects that can be shown below on the context of Marks & Spencer.
 Bargaining power of customers- In retail industry bargaining power of customers are
high because of many other options are available for the people to buy the goods and
services. In this term M&Scan focus on their competitors so that they can adopts the
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best strategy to t5hier customers as compare to rival firms so that they can earn higher
revenues. For this company can offers the online facility so that people can conveniently
connect with company and retain for the longer period of time(SHTAL and et. al., 2018).
 Bargaining power of suppliers- In retail industry suppliers power are not so high
because there are many suppliers who can offers the raw material to the M&Son low cost.
This will benefit the organisation by attracting the large base of customers because they
offers the quality product to the people on low cost(Aithal, 2016).
 Threats of new entrant- Marks & Spencer is the largest retailing firm that sales the
goods and services to the customers in the global market due to this there is a major
threat present in the market for entry of the new firm because they enter into the market
with high capital and resources so that they can sustain in the marketplace for a longer
period of time.
 Threats of new substitutes- For food and clothing industry there is no sufficient
substitutes are available due to this M&Scan enjoy the high market share by providing
the superior customer services such as online payments and take away services that helps
the customers to not to wait for getting the products and payments. This attracts the large
base of people in the society in an effective way so that company can enjoy high profits
can gain the rival firm market.
 Rivalry of the firm- It represents the competitors that was present in the market to beat
the another companies revenues and profits. In case of M&S there are major rival firms
are present such as H&M, ZARA etc. that also offers the best services to their customers
due to this M&Scan examine their customer service so that they can offers to their
customers a best quality services and gaining the competitive advantage in the rival
market. In this they can solve the customers issues by answering the questions related to
when, why etc. so that people feel connected with the company and enjoys the large
amount of profits and revenues(Abbott, 2015).
Appraisal of internal competencies of chosen organisation
Internal competencies- It refers to the activities and functions of the company that they
do for achieving the set targets and earning the higher profits. In case of M&S manager can
analyse and appraise the internal competencies by using the VRIO analysis because it is very
effective and gives the approachable results to the finding so that company can make the
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strategies related to superior customer service easily. In case of concerned company VRIO
analysis can be shown below(Zhao and et. al., 2016).
VRIO Analysis is the best tool to examine the resources of company for gaining the
more competitive advantage in the marketplace. It involves four framework such as value, rare,
imitable and organised. In case of M&Sthis approach can be shown below.
RESOURCE
S/VRIO
VALUABLE RARE IMITABLE ORGANISED RESULT
PRODUCT
PORTFOLI
O
YES - - - Equally
competitive
TECHNOLO
GICAL
RESOURCE
S
YES YES - - Partially
Competitive
HUMAN
RESOURCE
S
YES YES YES - Temporary
competitive
advantage
FINANCIAL
RESOURCE
S
YES YES YES YES Long term
competitive
benefits
 Valuable- In case of M&S the valuable things are the human resources that helps in
accomplishing the work in an effective way. If the employees of the organisation are
working effectively by handling and tackle the customers with their 100% efforts so that
company will gain the competitive advantage and also earns a high amount of profits and
revenues that is the major aim for sustaining in the marketplace for a longer period of
time. As because of pandemic occurs in all over the world there employees work with full
safety and delivers the products to their targets customers with full precautions that will
shows the effective customers service as per current situation. It is equally important for
gaining the competition and attracting the people.
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 Rare- This term represent the rare resources of the Marks and Spenser that is hardly find
by some other organisation in this techniques and machinery used by the employees in
manufacturing the foods and clothing of the company are very effective and rare due to
this customers are attracted and fairly gain the profits and large growth. In this they can
use the digital technology in clarifying the customers problems so that they will feel
connected to the enterprise so that they will retain(Mathooko and Ogutu 2015). In case of
rare, M&S can use the rare color in making their clothing i.e. tan that is grey that cannot
be produced in mass. In case of food their quality and type of packaging is the rarest that
are different from their competitors. In this Marks & Spencer have fully capable of
beating their competitors because they are well behind the best by improving their digital
transformation plan. As it shows the faster delivery business in current environment as
compare to their competitors.
 Imitable- In this M&S manager can analyse that there human and technological
resources are not easily copied by the other competitors firms so that they can gain the
profits and attracting the new customers by providing quality services to them. In this the
services given by the Marks & Spencer to their customers are related to fresh food that is
more important for a person to stay healthy, Innovative style clothing etc. that is not
easily copied by other firms. As distribution process of Mark & Spencer is very costly
that is not easily imitate by the rival firm as M&S gradually focus on this over the years.
 Organized- It is the last step in which company Marks and Spenser can effectively
mange their financial resources so that they can invest effectively and efficiently in the
project for gaining the trust of customers and beating the rival firms in the marketplace.
Evaluate marketing objectives including mission, vision for improving the competencies through
superior customer service
M&S is one of the largest multi-national British retailing company in UK that
headquartered in London, England. It was founded in 1884. The company deals in varieties of
product range such as food, clothing, financial services and home ware products. There are
around 959 stores where 80000 employees are working.
Vision- The vision of M&S is based on serving the quality products and services to the
customers that contains more value and they are working for becoming the world largest retailer
by earning and enhancing the profit margin.
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Mission- The mission of company is to provide the aspirational quality to the customers
by using advanced technology that provide best services to the people(Van den Berg and
Pietersma, 2015).
SMART Objectives
It is very essential to develops the smart objectives that helps in gaining higher profits
with in the marketplace.
 In this M&S can focus on gaining the sales by 20% and profits by 15% over the next 3
years.
 M&S can measure their profits and sales by improvising their services for maximising
their customer base by 15% within the period of next three years so that they can gain
the competitive advantage within the marketplace.
 In this M&S can relevantly achieves their target within the period of 24 months and
following improvements can be done over the next one year.
Strategic marketing plan for improving organisation competencies through superior customer
service over next three years
Strategic marketing plan- It defines those values and aspects that helps in identifying
the goals of the business and target audience for succession the organisation. In context of Marks
& Spencer, manager can build a strategic marketing plan so that they can target the potential
customers by providing superior services to their consumers to sustaining in marketplace for
longer period of time(Wicker and et. al., 2015).
Ansoff matrix- This matrix was proposed by the H. Igor Ansoff since 1957 that involves
four aspects and helps the organisation to adopts the best strategy according to their plan and
functions so that firm may enjoy the large amount of sales and profits on time and in an effective
way. In this manager of Marks & Spencer can examine the frameworks that can be shown below.
 Product development- This strategy suggested that the company can introduce the new
product in the existing market. In case of M&S if manger can adopts the strategy of
developing the products range by introducing the new product line in electrical
appliances than they majorly invest on the research and development so that they can
easily attracts the customers and gain the competitive advantage in the existing market.
Because in this company offers the additional services of presenting the appliances demo
so that they can effectively use it.
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 Diversification- This aspects is very risky because in this company enter into the new
market with the new product for gaining the more profits and capturing large market
share. In context of Marks and Spencer, if manager can adopts this strategy they can
investigate the whole new market in which they want to establish their presence like
Romania. And also understand the needs and wants of customers related to their new
launching i.e. electrical appliances because without it company can face the failure. It
also includes more cost and time in researching and understanding the nature culture of
that country. But at the same time it helps in gaining more market share and growth of the
firm(Islami, Mustafa and Latkovikj, 2020).
 Market penetration- It is the another strategy that is the safest approach of the Ansoff
matrix in this manager of M&S can provide the varieties of offers to their regular and
new customers so that profits and image of the company will enhance and also helps in
gaining the competitive market so that people only attracts towards it.
 Market development- This shows that when the business venture may enter into the
new market with the old products for attracting the new customers in the new market that
helps in gaining the profits and revenues. In case of Marks and Spencer, manager can
focus on developing the market in Romania with their existing and current product so that
they can beat the competition in the new market and maximise the profits and revenues
for longer survival(Ramphul, 2015).
By analysing the above strategies M&S adopts the market development strategy because
due to this they can attrcats the large base of customers by providing the varieties of services like
discounts, offers, sale etc. in their new market for making a loyal customers. As they also focus
on enhnaxcing their production capacity so that they can provides several schemnes in offering
the goods and services to their customers. In following this strategy company include high cost
and they can gain the large market share. In this they can offers the services like follow-ups,
providing products and services on online media where they can answer the customers questions
effectively and in a limited time period. This market development helps in attracting the
customers in other country also. If firm will apply this strategy it will also attracts the brand
conscious customers this helps in enhancing the base of loyal customers due to this high sales are
received with good profit margin. This strategy is useful in the food range also as people are
10

more food y but by focusing on their heaklth so that company offers the organic foods in market
due to this approach is appropriate.
Porters generic model- This term explain how the organisation can achieves the
competitive advantage in the marketplace. In this it includes four approaches in context of
M&Sso that they can expand their market by providing the superior customer service to the
people. It can be shown below.
 Cost leadership- This term determines that offering goods and services to the customers
on relatively low amount to the target market so that they can attract the large base of
targeted and potential customers this helps in achieving the market share growth.
Adopting this strategy by M&Scan helps in capturing the large share in the market by
offering the varieties of services like tracking the orders for the customers so that they
can deliver to them on time. Regularly take follow ups with the customers in an effective
cost, providing quality products at low cost in a convenient way.
 Differentiation- In this aspect manager of M&Scan differentiate their products and
services to their competitors so that they can attracts the customers and manage them for
a longer period of time. For this company need to research the market and than innovate
and invent the product for this they need large amount but at the same time helps in
gaining the competitive advantage and large market share(Gurcaylilar-Yenidogan and
Aksoy 2018).
 Cost focus- In this term manager of M&Scan focus on the niche market by offering the
low priced quality products and with lots of customer service benefits to the people.
Because of this company can attain the success and they beat the competitors in the
marketplace. In this company can focus on customers needs and wants and according to
that they can deliver the products on lower price and best quality to their customers.
 Differentiation focus- In this manager of M&Scan majorly focus on the researching the
market so that they can innovate the goods and services for the customers and attracting
the new customers also. This term helps in gaining the more market share.
By evaluating the above Porter's strategy, manager of M&Scan choose the Differentiation
strategy where they can offers the quality services and products to the customers by entering in
to the electrical appliances field, so that they can attracts more customers towards it.
Marketing mix
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By evaluating the proper strategy it is very essential to make a marketing mix analysation
so that adopting strategy gives the effective and profitable results to the company. In case of
M&S 7 elements of marketing mix can be follow below.
 Product- M&S is one the best retail store in country that deals in varieties of product
range such as women wear, men;s wear, food products, financial services, footwear etc.
that contains values in terms of customers services as it helps in living the convient life to
the people of society by using the company products(Išoraitė, 2016).
 Price- During the pandemic condition M&S can offer varities of discounts, rebates,
promotional bonus to their customers on purchasing the goods and services which they
offered to their customers. As they follow proper hygiene and precautions so that large
base of customers get attracted and company will enhance their sales and profits within
this tough time. As firm will adopts the premium pricing strategy but due to COVID
impact they can offers discounts so it encourage the people to buy products.
 Place- The presence of M&S is in all over the world with 1463 stores in around 53
countries. They also sell their products and services on online media where they can
attracts the large customers within short period of time.
 Promotion- M&S adopts the traditional and modern style of promotion such as
Television, social media, billboards etc. so that peoples are attracted and encouraged to
buy the goods and services(Datta, Ailawadi and Van Heerde, 2017). As company can use
the digital marketing campaign so that they can attracts the millions of customers in all
over the globe. In this firm will spend more amounts so that they get high profits in
returns. As social media is very helpful because by using this organisation can
communicate the customers and taking reviews of them so that they can do medications
according to the public demands.
 People- In this case M&S can provide proper training facility related to reatining
customers, data analysis so that they can effectively analyse the customer services data
and improved according to that. So that they can attend and handle the customers in a
efficient way that will helps in developing the company in giving the superior customer
services.
 Process- In this M&S can recycle their cloths this will encourages and attracts the
customers to stay with the company by seeing that they are working for not harming the
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environment this helps in earning more profits. This shows their responsibilities that they
properly adopted for saving the environment and society resources.
 Physical evidence- In this employees of M&S can follow a proper safety and hygiene
rules and regulation in delivering the goods and services to the customers this will attracts
the other people also who are currently not the users of Marks and Spenser products and
make them a regular customer to the organisation. As products that are clothing,
accessories of company also work as a physical evidence and their official website where
customers can buy the goods and services are also the physical evidence of the Marks &
Spencer. This will attracts the customers and enhance the profit margin.
Communication mix
It refers to that effective tools that helps in communicating the company with the people
so that they can enhance their brand image and also maximise the sales and profits within the
market. In case of M&S, manager can properly follow the communication mix in their operations
of business so that they can place their position in the international market as a reputed company.
It involves various terms such as sales promotion, internet marketing, public relations,
advertising etc. that is helpful in creating awareness in the mind of customers about the products
and services they offered. This term helps in providing the superior quality services to the
customers that helps in making higher profits and revenues. In fulfilling the marketing strategy in
an effective way this communication mix is very appropriate because without communicating
business firm cannot make a connection with the people and make them a potential customers
who are targeted by the company. In case of M&S this communication mix can be shown
below(Kalla, 2016).
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Illustration 1: source: Marketing Mix – Communication, 2020
 Advertising- It is a significant term for the organisation because by using this
organisation can reach and cover the larger market where the large number of people are
attracted within a small period of time and low cost. It can involves newspaper, radio,
billboards etc. by using this firm will motivate the users to buy the offerings of the
business enterprise and retain with them. M&S can majorly focus on advertise their
products by using Telivision, radio, billboards so that they can reach the large market
within a small period of time and in a cost effective manner so that they can connect with
the people in the world and enhance their brand image.
 Public relation- it is an essential term for firm to build a strong revenues and profits. In
this M&S can train their employees so they can connect with the customers by online
media for solving the problems and issues related to offerings that is solved by the
experienced person of the firm that helps in making the good relations with the customers
and also helps in making a consumers a loyal customers. This will show the superior
customer service that attracts large customers.
 Digital marketing- In today's world people are move towards the use of the internet
marketing for this many companies are bound towards the use of digital marketing so that
they can build their brand image and enhance the sales and profits. It is an essential mix
of communication in today's world and M&S can use this approach where customers can
give their reviews, likes and share that will enhance the sales and image of company. For
this company can adopts the various approaches such as social media on which they can
can adopts the use of Facebook, You tube and Instagram where people are spend most of
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this time and it will very effective for the company to attracts the new customers and
encouraged the targets buyers to retain with the organisation and enhance the sales. This
also helps in gaining competitive advantage. By using this M&S can connect with the
customers also by giving the service in which a people can share their problems and
issues and firm will solve it in a short period of time and in an effective way that will
mostly solve the problems of thebpeople.
 Packaging- M&S is majorly focus on packaging of goods and services so that customers
can buy the offerings by attracting towards their packaging. This shows the quality
customer service of firm. This helps in attracting the target customers and making the
potential customers for the products and services because of attractive packaging of
offering company can enhance their base of customers. During the pandemic time
company can also follows safety measures in packaging the food like use sanitizer etc. so
that it will not harm the customers.
 Sales promotion- During the time of covid-19 this term is very effective for the M&S
company because they want to enhance their sales and customers base for their manager
can adopts the strategy related to providing the varieties of offers to their customers like
loyalty cards, membership coupons, different packages for loyal customers discounts for
new customers so that targets customers can do more shopping via online mode and due
to this varieties of offers new customers also encouraged towards it and buy the goods
and services. In this way M&S can show effective service for the customers that contains
more value for them. It helps in enhancing the sales and profits margin also longer
sustainability of business enterprise.
Identification of ways to monitor, measure and adapts the strategic marketing plan
At last monitoring and controlling the activities is very essential for the manager of M&S
can use the various tools like sales analysation tool and key performance indicator so that taking
corrective measure is simple.
 SERVQUAL'S five dimensions model- This model was developed by the Valarie
Zeithaml that is design to manage the processes of the business to fulfils the satisfactions
of the customers and quality of the services that was offered by the business firm to the
people. This model is the best way for measuring the service quality in context of Marks
& Spencer that involves five dimensions that can be shown below.
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◦ Responsiveness- It shows the willingness of the company to offered the quality
services and prompt services to their customers. For example- Marks & Spenser can
offer the digital reviews, orders and payments services to their customers so they
conveniently shop, pay and give their views regarding companies products (Ramphul,
2015).
◦ Assurance- In this employees of Marks & Spencer can have a great ability regarding
gaining the trust and for this manager can provide proper training session to their
employees so that they can gain the customers trust and confidence by solving their
queries related to companies products and services.
◦ Tangibles- It shows the appearance of the physical facilities, communication material
etc. in this Marks & Spencer can use the mobile phones and computers to directly
communicate with the customers.
◦ Empathy- In stores of Marks & Spencer employees can greet their customers in a
effective way as they personally care the every customers who visit the store that
shows the effectiveness of the firm in the eyes of the customers and due to this they
can get high profits and revenues.
◦ Reliability- In this manager of Marks & Spencer can performed their promised
service in an accurate and effective way so that profits and revenues can be measured
efficiently. IN this they can solve the issues of customers within a limited time period
of 24 hours this will attracts the people to buy the products and services (Abbott,
2015).
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Illustration 2: source: 4 Customer Perceptions of Service, 2020
 Sales analysation tool- It refers to that tool which is helpful for the company to analyse
the sales of the organisation by tracking the past and current records. In case of M&S,
manager can adopts this technique for monitoring the sales and proper implementation of
strategy. In this they can compare the sales by analysing the past and current records of
the past five years. And it shows the firm can reach their goal within the period of three
years. IN this manager can measure the performance of employees as they perform their
task effectively so that they get the rewards due to this task can be achieved in an
appropriate way(Ingram and et. al., 2015).
 Key performance indicator- It refers to the type of measuring tool that helps in
evaluating and monitoring the performance of the employees regarding achieving the
success of the organisation. In case of M&S manager can adopts this by applying the
balance scorecard. This helps in accomplishing the objectives related to superior
customer service. This can be evaluated in terms of quantitative and qualitative methods.
In quantitative terms manager can examine the data and collect information so that taking
actions would be easy. And in terms of Qualitative terms employees personal feeling and
their opinions to achieves the task so that large base of customers get attracted(Kahlow,
Sense Insights Inc, 2015).
Both these tools of measuring and monitoring the value of completing the task is very
effectiveness case of M&S manager can adopts both theses approaches because sales analysis
helps in evaluating the sales of the company that is the major objectives for the business venture
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and another tool that is key performance indicator helps in evaluating the performance of
employees in completing the task. In this manager can give the right to employees to take
operational level decisions in completing the task so that they get motivated towards it and
achieves their targets related to customer service.
CONCLUSION
From the above explained project report it is to be summarized that adopting the use of
strategic marketing in the business organisation is an effective term because it helps in achieving
the profits and making the strong connection with the customers that is more significant for the
firm to sustain in the marketplace for a longer period of time. This inculcates the various terms
such as evaluating and examine the macro environment so that company can easily plan to
provide the superior customer service to their targeted and potential customers. In this company
can adopts the PESTLE analysis and for gaining the competitive advantage manager of M&S can
follow the porter's five forces model. Further it inculcates the smart objectives so that reaching
the goals can be easy and effective for the firm within the set and desired time frame. At last it
inculcates the strategic marketing plan for the superior customer service in this first they can
select the appropriate strategy by using Ansoff's matrix and Porter's generic model so that best
strategy is coming out from the number of strategies and it helps in gaining the profits and
revenues for the company. This report also recommend some points that making this project is
very helpful in enhancing the knowledge related to compand and making marketing strategy.
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