Evaluating and Analyzing Internet Marketing in UK Fashion Industry

This report evaluates and analyzes the role of Internet marketing within the UK fashion industry, using Marks & Spencer as a case study. It reviews literature on digital marketing theories and frameworks, explores the changing nature of Internet marketing, and identifies challenges faced during implementation. The report also examines the opportunities provided by Internet marketing, assesses the impact of promotional tools, and recognizes key issues. Research methodologies are employed to gather data, followed by data analysis and discussions. The study concludes with recommendations aimed at minimizing the negative impacts of identified issues and improving the effectiveness of Internet marketing strategies for fashion retailers in the UK.

Business Research
Project
(To evaluate and analyze role of Internet
marketing within the UK fashion
industry)
Name:
Supervisor name:

Table of Contents
INTRODUCTION...........................................................................................................................4
Overview of the business........................................................................................................4
Research aims.........................................................................................................................5
Research objectives................................................................................................................5
Research question...................................................................................................................5
Summary of the project:.........................................................................................................5
LITERATURE REVIEW................................................................................................................6
What are the theories and frameworks written on Digital Marketing?..................................6
How are Internet Marketing changing and what challenges are faced in the implementation of
Internet Marketing?................................................................................................................7
What are the opportunities provided by Internet Marketing and how impactful are the
promotional tools?..................................................................................................................7
What are the issues regarding internet marketing?.................................................................8
Limitations of the study..........................................................................................................8
RESEARCH-METHODOLOGY....................................................................................................9
RESEARCH AND FINDINGS.....................................................................................................12
Data analysis & Discussions................................................................................................12
CONCLUSION..............................................................................................................................15
RECOMMENDATION.................................................................................................................15
REFRENCES.................................................................................................................................17

INTRODUCTION
Internet marketing is a very important tool because it helps the organization to connect
with more consumers so that they can make more purchasing decision in an appropriate manner.
Internet marketing enables the organization to build connection with their consumer and
perspective regular communication and helps them to take effective move so that they can
achieve their goals and objectives. online marketing is very cost-effective because it helps the
organization to target the individuals that are more interested in the organization. There are
different advantages of the internet marketing in order to build expertise and establish and build
connections more effectively (Prasanna and Parida, 2021). This report going to consider Marks
and Spencer organization in order to analyze the importance of the internet marketing and also
Examine that internet marketing is a viable promotional tool or not.
Apart from this, this report also going to analyze the role of the internet marketing within
the UK fashion industry so that the company can evaluate the changing nature of the internet
marketing and also going to analyze the challenges which are facing by the organization during
the implementation of this strategy. Apart from this this report going to recognize the issues in
context of internet marketing and what are the theories and frameworks that helps the
organization to build their connections and improve their brand identity in context of digital
marketing. Further more this report is going to conduct some research methodologies so that they
can collect more appropriate data for the investigation in order to collect appropriate information
by using and considering ethical consideration. After that this report going to highlight on the
research and findings in which they are going to explain about the marketing problems social
media in consumer behavior in the marketplace.
Overview of the business
Marks & Spencer is a major British multinational retail organization in the fashion
industry. The organization is a specialization in trading clothing home products and food
products in the marketplace. The organization is founded in 1884 in Leeds in United Kingdom.
The organization provides variety of the product and services in the marketplace so that they can
achieve their goals and objectives in an appropriate manner. The headquarter of the Marks &
Spencer organization is in London, England. Marks & Spencer organization Provide fashion we
are online clothing for men in women at different kind of website so that they can provide

variety of the product and services and achieve their goals and objectives in an appropriate
manner.
Research aims
“To evaluate and analyze role of Internet marketing within the UK fashion industry” a
Case study of Marks and Spencer”
Research objectives
 To critically review the literature on Internet Marketing.
 To evaluate changing nature of Internet Marketing and identify challenges faced in
implementation.
 To explore opportunities provided by Internet Marketing and identify the impact of
promotional tools.
 To recognize the issues regarding internet marketing
Research question
 What are the theories and frameworks written on Digital Marketing?
 How are IM changing and what challenges are faced in the implementation of IM?
 What are the opportunities provided by IM and how impactful are the promotional tools?
 What are the issues regarding internet marketing?
Summary of the project:
In this report various chapter are being included which helps in completing the research in
systematic manner. The introduction that will form the purpose of whole research work. It will
include the aims, objectives; rationale of the report. Literature review will include the
information that includes data and information collected from existing sources that is journal,
books and other online available information. It is developed based on the overall laid aims and
objectives of the report. Research methodology will include the overall the type of data collected
in the investigation. Research and findings will include the findings of the research work, in
there is data analysis and the overall analysis of the collected information in the initial chapters
of the research work. Conclusions and recommendations will summarizes the overall research
findings. Conclusion is drawn from the overall analysis and discussion. Based on the issues
highlighted in the report further there are formulation of recommendation to minimize the
negative impact of such issues in long run.

LITERATURE REVIEW
What are the theories and frameworks written on Digital Marketing?
According to the “Mukulu, and Odhiambo, 2019..” Digital marketing is the structure that
helps the organization to explain and highlight upon the flow of the marketing procedure, and
also helps the organization to analyze the critical needs and key touch points of the organization
so that the organization can achieve their goals and objectives. There are different kind of
theoretical structure in marketing that provide appropriate assistance to words the research
project or towards a business endeavor (Reske, 2017). It is become very important for the Marks
& Spencer organization to promote their corporate and their product identity so that they can
grab more opportunities and create more customer base towards the organization in order to get
ultimate success and become more effective in the marketplace. There are different kind of
marketing theories like Institutional theory, network theory, the extended self theory, consistency
theory, planned behavior theory that will help the organization to achieve their goals and
objectives and connect with more consumer so that they can build more connections with the
community and build interest in this society so that they can achieve their goals and objectives.
There can be focus on use of Maslow hierarchy of needs theory to analyses the frameworks for
implementation of digital Media strategies in organizations:
Maslow hierarchy of needs: It is a theory that classified the needs as per five major categories.
This theory states that human beings have to satisfy most basic needs of survival before moving
on to higher level of needs:
in social media marketing there is need to develop a detail overview of the level of customer
hierarchy that is required when there is interaction with the brand (Bencheva, Nikolova-Alexieva
and Mihova, 2019). For this purpose there can be focus on the customer decision making
process:
It is a process that is very important to develop a overview of the way customers are be made
ware by use of such social media application and further there can be mapping of the overall
customer journey:
Awareness: It is the stage at which customer becomes aware about the product. In this stage,
there they become aware about the problem and look for options to solve it. For this purpose
there is identification of options and social media marketing can be used to make the customers
aware.

Interest: In this stage customers start looking or various options to research for products and
develop solutions to solve such problems (McArthur and et.al.,2017) .
Considerations: In this stage customer trimmed down their choices by analyzing the pros and
cons of each point. Social media marketing customer can be made aware about the
Purchase: In this stage when customers posses enough knowledge they have to justify about
making purchases, they may go directly to the sales platform for purchasing the products adding
to the cart and then further purchasing it.
Loyalty: There are many customer journeys that may end with purchase stage. In internet
marketing customer get a option of providing the feedback so if they are not satisfied then it may
lead to negative feedback that can effect the brand reputation. Therefore, organizations have to
focus on proper adherence of all the claims that they are making in their social media advertising
campaigns that can lead to higher satisfaction level and a Positive post purchase behavior of
customers (HS and Yulianti, 2020) .
How are Internet Marketing changing and what challenges are faced in the implementation of
Internet Marketing?
As per the view point of “Rindfleisch, and Malter, 2019. .”Internet marketing is become very
important for the organization in order to achieve their goals and objectives. There are different
kind of challenges which are facing by the Marks & Spencer organization and their marketers in
context of the internet marketing like the company is not getting lost in the volume and they are
keeping up with the changing trends and they are optimizing marketing budgets and ROI. Apart
from this security risk has been increased and fraud, security of the data and information also has
been affected because of the internet marketing (John, 2020). That is why it is very important
for the organization to consider every challenges and Work on them so that they can achieve
their goals and objectives
What are the opportunities provided by Internet Marketing and how impactful are the
promotional tools?
According to the “Krishnaprabha and Tarunika, 2020.” By using internet marketing there
are different kind of opportunities which helps the organization to compiling a constant data and
real-time insights so that they can achieve their goals and objectives. Apart from this Internet

marketing and social listening allows the organization to collect appropriate data by monitoring
what individual are saying online and what trends that are being set (Arni, and Laddha, 2017). In
addition to this it helps the company to gain more information that support them and protect
them against the threat to their livelihoods and also support the organization as well as workers
took a new skills and take advantages so that they can bring more opportunities and get more
competitive advantages in order to maintain their brand image in the marketplace.
What are the issues regarding internet marketing?
According to the “Vekshinski, 2017” There is different kind of challenges which are
facing by the Marks & Spencer in context of the internet marketing or online marketing. It is
become very difficult for the company to manage their website and maintain social media
management in an appropriate manner (Di Gregorio and et.al 2019). Apart from this it is
become very difficult for the organization to hiring more talented individuals for the organization
and trained their team because its create impact on the cost of the organization and also create
impact on the financial stability. The security of the information also has been affected through
the internet marketing. That is why it is become very difficult for the Marks & Spencer
organization to competing in the dynamic and achieves their goals and objectives in order to
dealing with an omni channel globe.
Limitations of the study
There are some of the limitations associated with the present research work as mentioned below:
 Limited available information may lead to difficulty in the process of having sufficient
information base. The information is collected from existing sources that includes books,
journal articles and existing publications. So, there can be limited availability of the data
and required information
 Further the information is collected from existing sources that is second hand information
is obtained so it may become difficult for the researcher to have a reliable or authentic
data base that is required in the researcher work. There is issue of having a reliable and
valid source of data base which may affect the present research work.

RESEARCH-METHODOLOGY
Research methodology is used for the purpose of analyzing the different types of aspects
that are required to be followed as part of the present research report in order to reach to relevant
recommendations and conclusions further followed in the report.
Research onion (Discribe Research Methodology saunder’s Research Onion)
Research Philosophy: Research philosophy is the belief that is data with respect to which topic
is to be formulated, used and further evaluated by the investigator. There are different types of
research philosophies that includes axiology, epistemology and ontology (Sharma, Gupta and
Kapoor, 2020). Each of the philosophy can be used as per requirements of research work.
Ontology: It is the type of philosophy that is explaining the nature of actuality. It includes
pragmatism, constructivism and objectivism.
Epistemology: It is the research philosophy that is helpful for investigator in collection of
specific information related to specific subject. It is classified in interpretvism, positivism and
critical realism.
Axiology: It is the philosophy of investigation that helps in learning the way valuables are
effective on data analysis and collection of study.
Justification: In present research there will be application of positivism philosophy that is under
epistemology that is selected as part of research philosophy.
Research Approach: Research approach is the process of evaluating the collect data by
effective and efficient manner, this is the approach that is divide in two types that includes
deductive and inductive approach. There are two approaches that can be very helpful in the
process of facilitation the researcher (Chaffey and Smith, 2017). The two approaches includes
inductive approach nd deductive approach. In present research report there is selection of
deductive approach that will be a more practical approach of evaluating information.
Research strategy: There are different types of research strategies that are to be used for
collection of information relevant to the topic of thesis. Research strategies include survey,

action research, case study method. All the methods are helpful in collection of information as
per the needs of research work.
In present research work there will be application of case study method of research where there
is collection of secondary sources of information (El Junusi, 2020). In this there is development
of literature review by collecting information from online available sources like books, journal
articles.
Data collection: Data collection is the strategy that is carried by researcher to collect and
determine the data related to topic. Investigator has to select accurate and valid data to have
sufficient information base. Data collection is classified in two types that includes primary data
collection and secondary data collection method.
Primary data collection: It is regarded as the type of method that facilitates investigator in
collection of first hand information (Goldman and et.al., 2021). In this information is directly
collected from the chosen source.
Secondary data collection method: It is defined as the type of method in which there is focus
on collection of data from existing sources. In this researcher is focusing on addressing the gap
between existing sources. In present report there is collecting information in present scenario will
include books, articles, publications, magazines, journal.
Data analysis: For the purpose of analyzing the data there are different techniques that can be
used but in present situation the report consist of secondary information only. Such as there is no
presence of any type of primary form of information which is to be used by researcher in context
of present research work (Park and Rhee, 2021). There is use of qualitative information base
only for this purpose there is focus on thematic analysis that is one of the most common form of
analyzing technique which can be used for identification, analysis and further interpenetration of
qualitative data.
Ethical considerations: some of the ethical aspects that are considered in the present report
includes adhering to the nature and requirements of research work. Collection of information
from authentic sources only (FRIMPONG, 2017). There must not be any breach of privacy or
confidentiality issues associated with the organization which may affect its interest in long term.

All the information must be reliable enough. Further there must not be plagiarism issues that is
submitting of others work as your work. So all such ethical aspects have to be properly taken into
considerations in order to prevent its negative impact on the present research work.

RESEARCH AND FINDINGS
This section of the research work will be based on analyzing the collected information and
data in order to achieve relevant recommendation and conclusions in the course of research
work. It is important for the researcher to make analysis of the collected information in such a
way that relevant recommendations can be drawn and overall aims and objectives can be
achieved.
Data analysis & Discussions
Research question 1: What are the theories and frameworks written on Digital Marketing?
It is analyses from the abide made analysis that there are some of the four major steps that are to
be focuses by organizations for the purpose of having a successful digital media marketing
strategies (Jacuński, 2018). It starts with SWOT analysis where there is internal evaluation of the
associated strength, weakness, threats and opportunities of a organization. There is setting up of
SMART goals, further there is marketing segmentation and in the last step there is building of
buyer personas. In the above investigation it is interpreted that the theory for digital marketing
can be understood with the help of Maslow hierarchy need. This theory says that while planning
for digital marketing strategy company should make plan according to the stage so that a good
digital marketing structure can be formulated. There are five stages of digital marketing
according to Maslow theory which are awareness, interest, consideration, purchase and loyalty.
These all stage helps in farming a good digital marketing strategy.
Research question 2: How are Internet Marketing changing and what challenges are faced
in the implementation of Internet Marketing?

(Source: 10 Digital Marketing Challenges That Are Hurting Small Businesses, 2019)
As per views of Lally (2020), the shift towards digital marketing is becoming mandatory and is
affecting business organizations. The organization poses goal of creating sustainable marketing
strategies but there are several challenge which are faced in this context. From the above
mentioned graph it can be analyzed that 21.3 percent of the organizations are having a challenge
of driving sales, 78.4 percent are having a view point that there is challenge associated with
building of brand awareness and covering the information. 34.1 percent of the the respondents
posses a view point that another major challenges that arise in the process of Internet marketing
is collecting leads.
Percent posses a challenge of retaining customers, 27.5 percent had a challenge of
running of various promotional schemes. 21.8 percent have difficulty in using of digital
marketing and remaining 15.7 percent posses a view that there is difficulty in gaining efficiency
with the techniques of marketing automation which is also a challenges and issues associated
with digital marketing.
Apart from this in context of marks and Spencer there are several other challenges that
includes lack of marketing information on the present identified base of customers. There can be
other advertising issues which may posses an impact on the present functioning of marks and
Spencer (Pradhan, Nigam and Ck, 2018). One of the most marketing challenging for Marks and