Marketing Report: An In-Depth Analysis of M&S Marketing Management

This report provides a comprehensive analysis of Marks & Spencer's (M&S) marketing strategies. It begins with an introduction to the company and the retail industry, followed by a marketing audit that includes SWOT and PESTLE analyses to assess internal strengths and weaknesses, and external opportunities and threats. The report examines M&S's marketing mix and proposes new marketing mix actions for improved performance. It delves into the company's market experience, trends, online presence, and brand recognition, as well as weaknesses such as manual costs, sales decline, and supply chain issues. Opportunities for online expansion, international expansion, and addressing customer demands are discussed. The report also addresses competitive threats. The analysis covers political, economic, social, and technological factors influencing M&S. The report concludes with a summary of findings and recommendations for future marketing strategies. The report uses a variety of sources and frameworks to provide a comprehensive overview of M&S's marketing management.

MARKETING
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
About company............................................................................................................................3
Marketing Audit...........................................................................................................................4
Marketing mix.............................................................................................................................9
New marketing mix actions.......................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The competition among service providers is increasing rapidly in all the industries which
are why it is very important for the organizations to understand the competition so that functional
goals can be achieved in a better way. There are strategies and planning which have to be done
so that the organization can get a competitive advantage and higher profit margins. Marks &
Spencer group plc are from the retail industry which its headquarter situated in London. The
report is going to consist of the internal and external analysis of market so product can easily
penetrate in the market.
About company
Marks and Spencer is huge organisation that operates its business in retail industry to
cater needs and demand of maximum number of customers that are living in UK and other
countries. It is a one of the leading multinational enterprise having headquartered in London,
England that was established in 1884 by Michael marks and Thomas Spencer. Company deals in
specialised clothes, home care and personal care products in order to satisfied wide range of
customers needs and earn profitability. There are 959 stores of marks and Spencer across UK
and among them 615 stores are just deals in food products. Company have employed more than
80000 people across its various stores so that qualitative products and services can be render to
customers within limited time and cost. Blue harbour, Rosie, M&S collection, Per Una and M&S
energy are some of the brand in which marks and Spencer deals so that standard and qualitative
products can be delivered to customers. Marks and Spencer have been founded in partnership
between Michael marks and Thomas Spencer that that helped in better contribution of fund,
arrangement of resources for smooth operation of enterprise (Terho and Jalkala, 2017). Company
have made its strong reputation in retail industry in 20th century by selling only British made
products and services to wide range of customers. M&S have made strong relationship with
British manufactured in order to get qualitative products at reasonable rates and company have
launched brand named St Michael in 1928. Top management of company have put emphasis on
maintain quality of products and services so that customers can be provide better experienced.
Company have changes its technologies and products and services as per recent trends in
customer’s preference so that it can grow and sustain its business in competitive environment.
Marks and Spencer have increased its presence in online sites so that customers can easily make

purchase while staying at their home. Therefore it lead to increase in overall profitability, market
share, sales volume and customers satisfaction of Marks and Spencer. It is also able to retained
existing as well as new customers range through expanding its business on online sites and
launch of organic products to explore the requirements of consumers which are highly concerned
about their health. Marks and Spencer operates in retail industry that is continuously growing in
recent trends due to increasing demand of customers and number of competitors in the market.
Supermarkets are large stores that have wide ranges of products for each customers range so that
they can easily select particular products to satisfy their requirements (Jabbar, Akhtar and Dani,
2019). Marks and Spencer have convenience stores that provide essential products and services
to people at reasonable rates so that they can be influenced to make more and more purchase.
Company have well established infrastructure and products are arranged in systematic order so
that customers can find products without wasting much of their time, efforts and energy. 24 hour
customers care services is provided by Marks and Spencer so that problem or grievance of
individual can be resolved within limited time and company can maintain maximum customer’s
satisfaction. Thus, it can be illustrated that effective marketing strategies of M&S have helped in
better operation of business and achievement of specific goals.
Marketing Audit
It is very essential for organization to analyse the internal as well as the external
environment so that there is a better performance and planning of organization. The frameworks
which would be used in further report are SWOT for internal factors and PESTLE analysis for
external factors.
SWOT
This is a very powerful tool which can be used by businesses so that they can plan their
strategies accordingly which are going to be affective in nature.
Strengths
 Market experience- There are a lot of competitors in market like Starbucks, GAP and
other companies in market which are making company have a lot of changes and
maintain the market capture (Salo, 2017). It is because of the experience that the
organization is having a better functioning in market which is a very important factor.

 Trends- There is emerging trends which are coming up in the organization like the
technological change so that the quality and the demands of the customers can be
matched by the organization. Technological changes like digital payment facilities,
automatic process, etc.
 Online- Socially the customers have shifted to online services which are why Marks and
Spencer are having higher profit margins. This is helping company to save on cost and
time which is a great factor for company.
 Brand recognition- Quality of the products is high which is why the company is having
loyal customers in organization. There are unique features as well in the company and the
latest trend and demands of the customers are also followed which are making the
company have a great advantage.
Weaknesses
 Manual cost- The M&S is using old methods and technique to manufacture the clothing
line which is making the company has a restriction on them for the functioning. The
government is changing the restriction and laws for the labour as well so that there is a
better functioning. The wages of the employees have to increase and the number of
employees working in M&S is 80,000 which are affecting the functioning of the
organization.
 Sales decline- There was more than 14 stores which were shut down by the company in
2017 and the company could not get the expected revenue because of which the company
went in loss (Rust, 2019). The company did not maintain their customer base because of
this factor and the company lost their customers to other retailers in the market.
 Supply chain- The online store which the company has opened is not so profitable
because the company is not being able to maintain that. The company is globally
established themselves but the demands of the customers are not being able to be met on
time which is a very important factor. The supply chain is making the company not get
up their reputation in the market which they built for themselves.
Opportunities
 Online opportunities- There have to be a lot of promotions which can make the
organization get a great opportunity for association. The customers are going to get more
varieties and more options online so that the organization can have a better functioning

which is going to help the organization get higher profit margins. The company can get a
competitive advantage which is why the company is getting online so that they can serve
the customers globally which is a great factor for the cowpony to get more attention and
reputation in market (Barbu, Buzoianu and Margina, 2017). The company will be able to
get loyal customers in organization which is going to help company get a lot of skills and
revenue.
 Demands- Company’s product is very popular in Asia which is why it is very important
for the organization expand in those countries. There is a traditional wear which the
Asian’s prefer which have to be maintained by organization which is going to help Marks
& Spencer to have higher profit margins in the market. The design and quality of
products will have to match customers of that location so that the organization can get
higher customer and market share for organization’s long run in market globally (Yang
and et.al., 2020).
 International expansion- Company can expand themselves in Russia, Indonesia, etc so
that the company can have higher customers base. There are new targets which have to be
made by the organization so that organization can capture bigger bazaar by planning
effectively.
Threats
 Competition- In market the competition is increasing and it is very important for the
company to be able to maintain that so that company can maintain their profit margins.
There are trends which are changing and the competitors follow those which can make
M&S lose on their base which has to be well maintained. M&S has been in this industry
from 136 years which is why the company has a large reputation and customer base
which has to be maintained effectively therefore there are a lot of change which are
taking place (Kaleka and Morgan, 2019). The company will have to analyse the
competitiveness in the market and plan their methods and strategies accordingly so that
there is a better functioning of the organization in bazaar.
PESTLE
There has to be an effective monitoring and on the external factors of the environment so
that there is a better functioning of organization in the market. This factor is not in control of

organization but can help the company to develop an effective method and strategy for institute
to follow so that association can have a better functioning.
Political Factors
 The political parties are stable in country which is a great advantage for the organizations
long run. There are free trade policies which organization has come up with so that there
is a better functioning in bazaar.
 Company is having low cost for the trades which are taking place in the company which
is making the company have a healthy profit margin for a long run in market.
Government wants more businesses to invest and the unemployment rate is going to fall
in the country because of this factor which is a very important factor (Đorđević, Ćoćkalo
and Bogetić, 2016).
 Government is not getting in many changes but whatever change came the company is
going to follow them affectively so that standing of organization can be maintained.
Economic Factors
 The GDP of country is improving which means the customers will be able to pay more
for the good quality which the organization is producing for them. This is good for
company since profit margins of company is going to improve and the organization will
be able to function efficiently in market.
 There are a lot of job opportunities which are also being created by M&S in the market
and the country’s life style is going to change with time. The company has to make a lot
of investment so that they can match the expectation in the country of the customers in
the market (Pevzner and et.al., 2017).
Social Factors
 The trends did not match the standards of the customers which is why in 2017 the
company did not do so well. It is very keys for organization to be able to have an
effective functioning and understand customers as well so that the profit margins can be
maintained. The demands are also increasing which can be a great advantage for
competitors in the market as well which is why the company has to maintain their
customers in organization so that organization can have high profit limits.
 Company has to maintain their value and the products of the organization so that the
company can have a better functioning (Gregory, Ngo and Karavdic, 2019). High

standards of organization has to be maintained because M&S has got that for
organization in so many years and the company has a lot of investment in other countries
as well which is why the profit margins have to be maintained.
Technological Factors
 The organization will have to keep track of the raw materials and the delivery which are
reaching the customers so that organization and clients of the company are aware of the
products. Technology can help the inventory to be managed and it make organization
achieve better execution.
 There is a lot of advanced technology which is being used by M&S so that there is
functional improvement in services.
 It is very important that the manual working must reduce in the company and
technological aspect is higher so that customer demands can be met every time which
strengthen the better reputation in market (Asonitou and Vitouladiti, 2017).
Legal Factors
 Customers get right which organization must have so that there is a better impact of M&S
on the customers. For example, company is providing the customers with return policies
which are making the company have better reputation and also loyal customers in
association as well which is a very important for the organization to have.
 There are no discriminations which are taking place for the employees as well so that the
internal environment can be healthy which would help M&S to have an effective
productivity and operations in the market. The workers are the backbone of the
organization and must be given their rights so that business can get a competitive benefit
very quickly (Tafesse and Skallerud, 2017). It is because of 2017 loss the organization
had to lose a lot of skilled and experienced employees in firm as well which is not good
for the productivity.
Environmental Factors
 The company has effective disposal methods and techniques which the organization has
come up with so that they can have an improved operation. There are a lot of eco-friendly
methods which company has come up with so that there is an improved functioning. This
factor delivers company to have a better reputation and recognition in market.

 Climate is affecting the company in transportation and if the company has takes the right
measures according to the government policies then the organization will be able to
contribute to the climate change (Chari and et.al., 2017). The delivery of the products is
going to be done time and organization will be able to have an enhanced functioning.
Products of company have to reach customers on time otherwise the organization will not
be able to satisfy and make the customers stay in the same retail.
Marketing mix
There are multiple factors which must be taken into consideration by company to work
upon so that they can get their reputation again high in bazaar which is a very important factor
for corporation (Omar, 2017). Company has lost a lot of customers over years which
organization will have to get back therefore the organization will have to make sure that they
understand the customers well. There are different wants of different people and company did
not understand that factor and the company will have to understand their needs and trends as well
so that they can get a competitive advantage. Promotional strategies of organization will have to
change because of the traditional method which was being used and online is a great way
through which the company can get back their reputation in market and help company to be able
to grow. The promotional methods which were being used by the organization have to be worked
upon because there is a lot of competition in market which wants to be worked upon by business.
The company will contain to open more stores again so that they can gain the confidence
of the customers again. Over the years the company has faced a lot of down fall which is a great
experience which the company has gained but the competition in the market has increased over
this time. Company must find new and effective approaches through which the company can
gain back their reputation in the market. The prices of the products are higher than the GDP of
the people which is why there are limited faithful customers in organization which company will
have to work upon so that they can get a better place for themselves in bazaar (Shen and et.al.,
2019). The product of the company has always been maintained to the standards and an
expectation of the customers which is a very good factor for company and that is going to help
the organization to have an effective market base.

New marketing mix actions
It is because of the bad performance of M&S are launching another product in the
clothing line which the company is having and that is for the people who are interested in sports,
the sportswear. This is an extremely important factor for the company to get a spirited advantage
in the bazaar so that association can have a better operation.
 Price
Organization will have to price their products low for the new sportswear the company is
coming up with which is a skimming strategy so that they can gain back trust of clients in the
organization which is a great method. There has to be a target which organization has to reach
only then company will be able to attain those. Customers have to feel comfortable with the
company so that better performance can be achieved and it can help company have an improved
revenue generation. Pricing has to be according to competition in the market after the company
gets back their faithful clients in company and this is going to be very helpful. Team will have to
promote only then they will be able to get back their reputation and market share back to normal
which the company lost in 2017 (Tafesse and Wien, 2018).
 Product
The company is not being able to get in changes according to the customers so fast and
effectively which is what complain is from the customers. The products which the company are
coming up are a very good factor for the organization but the most attractive product is the sports
bottle which is a connection with the customers yet again. This is a very unique feature for the
organization and the company will be using biodegradable bottles which is a very eco-friendly
and cost friendly method which would be used by association (Brown, Crosno and Tong, 2019).
This is going to help company get their reputation in market back up and this is going to make
the company get a aggressive benefit very quickly in market as well.
 Promotions
There are several approaches which promote the products and can be used by M&S to make
their product a success in the market. There are old and new methods but the company will have
to use both but focus more upon the new methods for promotions because the society has shifted
to them very quickly. Social media is the best platform for promotion which can attract the right
customers as well as make them order online which can increase the sales of the organization.
There are blogs and articles which can also be very helpful for organization to make consumers

aware of emerging changes which firm is getting so that they can make the brand icon of the
company increase in the country (Mero, Tarkiainen and Tobon, 2020). There are a lot of special
offers as well which are going to be given by organization to the customers so that there is a
better execution which results in company to have better sales.
 Place
There are 14 stores which were shut down by M&S in 2017 and the organization could not
make enough profit because of that factor. China is a great market for the company to invest in
so that they can get their competition back up. The company will have to follow the traditions
and culture of the place so that they do not make the same mistake again (Sood, 2017). The
population in the country is also high and the demand for such products will be present and this
can make the company get high revenue which can be invested by the organization to invest
more in this product and expand themselves more effectively. There are a lot of people who buy
branded clothes for sports which is a great opportunity for the organization because they want
them long lasting.
 People
The population in China is shifting to getting healthier and they work out which is a great
base for the new product in the country. The people can be attracted in the organization very
easily because there are a lot of discounts, offers and other promotional methods which the
company is using from moment to moment so that they can get in more customer base.
Employees will also be found in bulk in China and that can help the company to have higher
productivity and that is good for a long run of organization. There are a lot of services which are
being given by the company to customers and quality of products is also going to be well
maintained so that there is a better operations.
 Physical Evidence
There are a lot of attractive stores which the company is going to design and a well designed
website as well so that they can attract more customers (Kemper and Ballantine, 2019). Photo
shoot is going to make the products more attractive in the organization or the customers which
can make the sales increase. The comfort of the customers is going to be focused on by the new
products which are being designed for the customers so that the clients can have an improved
functioning. The clients are going to having online and offline stores by M&S so that they can

find it convenient for purchasing the products which is a very good factor for firm to reach out to
the right customers.
 Process
There is a lot of rivalry in market which has to be taken care of by the firms so that they can
get a improved base in China. China is the base for a lot of companies which is why company
will have wider base for their functioning which help firm to have a better operation. Customers
are not going to be comfortable in the beginning therefore the organization will have to make
customers aware of changes and facilities which they are getting for them so that there is an
improved performance and the association will be able to function efficiently.
CONCLUSION
It is concluded from the above report that there would be changes which have to be done
in organization so that organisation is able to withstand its competitive positioning. There are
factors which have to be analysed which is going to reduce the risk factors for the company and
the profit margins and the strategies in the market can be effective for a long and successful run.
The company will have to take the right decisions at the right time so that the organization does
not fall in the market and they can even lose their customer and market share which is not good
for functioning.