Strategic Marketing Planning Report: M&S and Market Analysis

This report provides a detailed strategic marketing plan analysis for Mark and Spencer, a British multinational retailer. It begins with an introduction to strategic marketing planning and its importance, followed by an environmental analysis using SWOT and PESTLE frameworks to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. The report then outlines corporate and marketing objectives, including enhancing market share and increasing sales. It explores marketing strategy selection, emphasizing both traditional and digital marketing approaches. Furthermore, the report examines market targeting and positioning strategies, segmentation, and targeting methods. An assessment of the 7Ps of the marketing mix is included, followed by a discussion of implementation, control, and evaluation processes. The report concludes with a summary of key findings and recommendations, providing a comprehensive overview of Mark and Spencer's marketing strategies and challenges.

Strategic Marketing Planning

TABLE OF CONTENT
Introduction......................................................................................................................................3
1: Environmental analysis............................................................................................................3
2: Corporate and marketing objectives........................................................................................6
3: Marketing Strategy selection...................................................................................................6
4: Market targeting and positioning.............................................................................................7
5: Assessment of 7P’s of marketing mix.....................................................................................8
6: Implementation, control and evaluation................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

Introduction
The following report focuses on strategic marketing planning. Strategic marketing plan is the
continuous process in of developing and maintaining a suitable fit between the sources of the
organisation along with the market opportunities and goals and objectives of the organisation.
The main motive of strategic marketing plant is to provide a shape two companies go on and also
reshaped the profit and growth (Křupka and et.al 2018) . In this report company called Mark and
Spencer is being mentioned. Mark and Spencer is a British multinational retailer and it’s
headquarter is located in London. Mark and Spencer were being founded in 1884. At present this
company is operating most of the countries of the world and dealing in food and beverages.
Apart from this site offers online food delivery services to their customers. This report speaks
about the strategic marketing plan of Mark and Spencer.
1: Environmental analysis
Environmental analysis is being referred to a strategic tool and it is a continuous process through
which an organisation can recognise all the external and internal elements which can affect the
profitability and performance of Mark and Spencer. This analysis shows the opportunity threat
weakness to the company apart from this all the factors which affect the organisation is also
being mentioned in this report.
SWOT analysis of Mark and Spencer
Iconic and experienced
Mark and Spencer is one of the oldest brands which are dealing in the market for so long. Apart
from this it is a leading retailer in UK (Benzaghta and et.al 2021). The product which is being
sold by Mark and Spencer is also highly qualified that for customer has trust on this brand.
Wide range of products
Mark and Spencer operate its online store but from this it has many offline physical stores in
different countries such as Europe Asia etc. But the major physical stores are in UK.
Weakness
Reduction in sales
It has been seen that the sales of Mark and Spencer is continuously declining because of the poor
supply chain system and Mark and Spencer is not providing products to the customers on time.
Apart from this Mark and Spencer is not able to meet the demand of customers which is related
to food and clothing items. This weakness has damaged the image of the company.

Wrong perception among public
There is a myth in public that Mark and Spencer do not offer clothes and other products to the
younger and teenagers. So the company need to work hard on this weakness and try to overcome
such weakness because it is damaging the brand name of this company.
Opportunities
Global market
As Mark and Spencer is dealing in many companies and it has become a multinational brand.
Company has many stores in India price in Indonesia and Poland (Klok and et.al2019). But Mark
and Spencer need to expand more in these countries. Show the company has to work on its
promotion and marketing so that it can increase the branches in such countries and expand the
profitability and sales.
Market segmentation
Market segmentation defines to the procedure of dividing the target customers and Markets and
different groups. This is the strategy of Mark and Spencer open Mega stores in all the countries.
Threat
Competition
Mark and Spencer is living in retail sector and the sector has high competition across the world
so the company is facing competition from different companies who are selling similar products
of Mark and Spencer. The major competitor of Mark and Spencer are Amazon Tesco and
Sainsbury.
Pestle analysis
Pestle analysis shows the external factors which impact the profitability of Mike and Spencer.
Political factor
As Mark and Spencer operate in many countries show the political factor plays a vital role in the
profitability of Mark and Spencer. In this hiking era Mark and Spencer is dealing in UK the most
but in other countries it has their physical stores. Most of the Government of different countries
has a started frittered which helps Mark and Spencer a lot now this company can sale quality
products at affordable prices and earning good profit margin in different countries. But due to
covid all the government of different countries announces lock down so Mark and Spencer also
have to shut their physical stores.
Economic

Economic factor price plays a vital role for Mark and Spencer in especially for retail Industry.
Companies providing discount on their products so that customer can enjoy deputed and branded
products at affordable prices. Mark and Spencer is providing trendy products to the customer
therefore the sale of the company is increasing in UK and other countries (Nandonde, 2019).
Mark and Spencer as known for providing readymade products to the customers demand for
readymade product is been increasing especially in the food Sector. Show the company as
providing various categories of food in the food store and therefore Market and Spenser is
dominating the food industry and customers also liking the meal distribution by the company.
Apart from this United Kingdom is the largest economy of the globe. So the physical and
monetary policy is properly managed by the government of UK. UK government has
successfully maintained inflation rate as well therefore market is Spencer do not have to face
financial issues in this country. However due to financial crisis company has to face difficulties
in selling the product. Apart from this due to financial crisis company has to cut the job of their
employees. But the recession increased the ability of Mark and Spencer to provide discount
especially in the time of covid.
Social factor
Management of market Spencer towards to expand of products and brand of the company and
they want to utilise the changing trends in the market. Mark and Spencer targeting social factors,
as the social personal and cultural changes impacting the need of customers. Especially in
clothing industry. Changes in the clothes of baby to the youngsters and old people are increasing
on daily basis. The company wants to take the advantage of this factor I want to enhance the sale
of their UK based physical stores (Islam, 2020). Apart from this those physical stores who are
located in London company is trying to provide classic collection and Limited stock collection to
search stores so that we can target more youngsters and enhance their profitability.
Technological factors
Dispensaries using Technology transformation processes which enables the company to gain the
position of digital first business and also it provides various and diversify and customer
satisfaction and experience. Apart from these companies focusing on faster and advanced
technology functions to apply in the business so that the result will grow faster for the company.
Is company is also for pressing on developing new technology operation model so that they can
provide more quality product to the customer and they can communicate to customer quickly and

resolved there all the queries and doubts. As customer experience and satisfaction is one of the
biggest factor for market in Spencer and company do not want to compromise with satisfaction
and experience level of the customer. Besides this Mark and Spencer wants to simplify the
technology and its uses so that employees can also use the advanced technology of Mark and
Spencer and provide better products to the customer. Especially in the covid, where customer is
focusing on online products the most.
Legal factors
Spencer has to follow the legislation of every country and especially in the thanks of covid-19
the company as taking health update from there each and every story of different countries that
are their stores working as per the laws and regulations of the government or not. Apart from this
company also following the rules that all their employees have to wear a mask and you sanitizer
so that the customer do not have to face any difficulty and therefore Mark and Spencer is
continuously working to follow this lo so that do not have to be in controversy.
Environmental factor
Mark and Spencer is concern for the issue of current climate change (Gao and et.al 2017).
Tourism such issue company continuously promoting different precautions and television
magazines and newspapers so that people can become more aware about such issue. Apart from
this company is focusing on green policy so that Mark and Spencer is having good impact on the
wellbeing and community of this planet.
2: Corporate and marketing objectives
 To enhance the market share of M&S by 60% at the end of year 2022
 To increase the sales of star product in covid by 50% at the end of2021
 To become fully digital operated business at the end of 2023
3: Marketing Strategy selection
Marketing is the organizational activity in which companies tend to provide the activities like
buying and selling of the organizational products and services, through which high revenue can
be generated. There are different approaches, through which organizations often tend to increase
the process of advertisement (Jin, Miao and Park, 2018). The different type of advertisement is
being divided into two different categories which are as following.
Traditional marketing- This is the traditional approach in the organizational activities are being
promoted in front of the customers, through the means of advertisement in newspaper, pamphlet,
radio and many other approaches. Thus with this approach organizations like Marks & Spencer,

often tend to attract new customers. This is an effective approach because through this approach
company can attract a wide range of customers of different age groups. This is an effective
approach however, the overall effectiveness of the advertisements is not efficiently being
understood.
Digital marketing- It is the marketing process in which advertisement is often being done
through the means of internet. The prime modes of communication in this approach consist of
use of email marketing, social media marketing and various approaches (Toda and Dawson,
2017). This approach will highly be appropriate for Marks & Spencer because organizational
clients are highly being influenced to use the technological advancements like social media.
Therefore by building organizational digital customer touch-point company can ensure. That it is
able to establish its presence on an social platform which highly being used by customers,
through which high sales can be achieved.
4: Market targeting and positioning
Segmented, targeting and positioning is the organizational approach in which it tend to segregate
the market place on the various aspects. Through this approach companies like Marks & Spencer
tend to identify the potential number of expected customers it can achieve, on which bases
advertisement approach is being chosen.
Segmentation- Marks & Spencer tend to provide its services like fast fashion products to its
customers, due to which organization often tend to segregate customers on the bases of
demographic, psychological and geographical. In case of demographic segmentation the
customers are being segregated on the bases of gender. Thus in order to attain high sales Marks
& Spencer provide clothing options for all gender types by which it is able to achieve high sales.
Also by following psychological market segmentation it provide products primarily to the
younger section of customer base (al Habibi, 2019). This can be seen in case of fast fashion
product by which trendy crowd is being attracted. Also to increase the sales Marks & Spencer is
having its physical stores at various geographic locations, with which customers can efficiently
establish contact with company.
Targeting- Once the expected customers groups are being identified, then arises this stage in
which specific customers are being categorised within the group. This is done due to the fact that
once the institute is being able to segregate the expected customer base, then arises this stage in
which appropriate strategies are being developed. In which organizational offerings are being

segmented in such a way that Marks & Spencer is being able to attract the segmented customers.
Through this approach organization not only will be able to increase the overall sales but also at
the same time it is being able to high brand awareness.
Positioning- It is the final approach in which company tend to efficiently position itself to the
customer base, in such a way that it is being able to ensure the client that corporation is being
able to fulfil their specific requirements (Leite, 2020). Therefore, with this approach it also tend
to assure that it is being able to achieve high sales by which strong economic background can be
accomplished. Thus in order to achieve this company uses an integrated approach of digital as
well as traditional marketing approaches. Through this it is being able to position itself as an
brand which tend to provide products on the bases of customer requirements, which will result in
increased loyalty towards the institute.
5: Assessment of 7P’s of marketing mix
Product- Marks & Spencer often tend to provide fast fashion based products to its customers.
Also company tend to provide different type of products as well which include luxury products.
Through this changes in products placement and differences in the product quality, organization
tend to establish a diversity in its product placement. By this step it is able to meet the changing
customer’s buying preferences and also at the same time ensures that it is able to develop
products on the bases of customer requirement. Through this step it is being able to ensure that it
is able to influence them to develop a direct contact with the organization by which chances of
brand switching can be reduced.
Promotion- Marks & Spencer make several efforts by which it guarantees that it is able to
influence a large segment of market audience to establish a direct contact with the organization.
This is an important part because with which it is able to increase sales, therefore company often
uses integrated approach of traditional as well as digital marketing approach (Nyame-Asiamah
and Ghulam, 2019). This integrated approach is high beneficial for business because social
media marketing is limited to educated and internet users. Due to which company may tend to
face limitation in attracting customers. However through the use of traditional advertisement
approach it ensures that it is able to non-internet users as well.
Price- Marks & Spencer tend to provide mass market products and because of which company
often uses different type of pricing strategy. Through which it tend to ensure that it is able to
provide at an low cost by which new customers can be attracted towards the institute, which will

result in increased sustainability within the market place. Therefore, in order to maintain efficient
economic growth to maintain organizational sustainability within the changing market place.
Marks & Spencer also establish competitive pricing upon its products and hourly pricing is also
being used as an approach to increase sales. With that in order to maintain economic growth
through high profit margin, premium pricing is also being established on new and rare products
by which it is being able to maintain its economic growth (Taylor, 2019).
Place- Marks & Spencer tend to provide its services at various geographic locations, by which
the institute tend to ensure that customers are efficiently being able to establish a direct contact
with the business. Through which it tend to ensure that all the specific customer requirements are
being fulfilled within shortest span of time and by which the chances of brand switching can be
reduced. However, during the time frame of BREXIT organizational performance was being
affected because of established import duties. But due to present free trade agreement regular
operations are being maintained, which reduced expenditures.
People- Company, tend to provide its services at various geographic locations and due to which
it is having a large number of employee workforce. By which it is being able to establish
uniformity within its daily operations, through which customers are able to accomplish best in
class level of services. This is highly important for Marks & Spencer that it is being able to
provide different type of services to the customers and due to which company has to ensure that
employees are being able to implement improvisations within their operations. By which
company tend ensure that it is being able to implement innovative approaches, through which
final quality of service to customers can be improved. Therefore, with this step organization can
ensure that it is being able to attain an efficient competitive edge.
Process- Marks & Spencer tend to provide different type of fast fashion based products to
customers, through the means of in store sales and online company website. This is an effective
approach by the organization because it has to guarantee that it is being able to achieve high
work productivity by which it can maintain best in class services to the customers. Also at the
same time company has to ensure that it is being able to implement several innovative
approaches by which proper monitoring of the organizations operations is being accomplished.
Also in the present time of COVID-19 Marks & Spencer tend to boost-up its engagement with
the utilization of technological advancements. By this approach it tend to ensure that customers

can remotely be able to achieve the type of services which they want to achieve, thus through
this approach chances of brand switching by customers is reduced.
Physical evidence- Organization is having several customer touch-points by which the
customers are being empowered to establish a direct contact with the company. The tangible
physical stores of the corporation are often being used as an organizational platform by which
creative advertisement can be done. Also organization is having its digital physical evidence as
well, this include activities like company’s website and social media platform by which
customers develop their engagement with the company. Thus several tangible products and
official company website is the physical evidence which Marks & Spencer is having. Also at the
same time organization is also having an efficient physical evidence which in the form of its
market share, by which it is being able to attract new customers towards the institute.
6: Implementation, control and evaluation
Key performance indicator is the organizational approach through which it tend to identify the
effectiveness of the developed organizational strategy, by which it tend to evaluate the overall
effectiveness of the strategy (Tarasanski, 2017). Thus following are the different key
performance indicators which often tend to affect the performance of Marks & Spencer.
Revenue per customer- It is an highly effective approach in which company tend to identify the
overall effectiveness of the developed strategy. This is an effective approach because KPI tend to
concentrate on the prime factor for which the organizational operations are being performed.
Also with that it is able to very necessary for the institute that it is being able to make several
efforts by which initial organizational investments are being reduced. Through this approach
high return of investment can be accomplished by Marks & Spencer, which will ensure its
sustainability within the marketplace.
Profit margin- This is the organizational approach in which company tend to concentrate its
efforts on providing new products and services, on which bases overall profit margin can be
increased. This is an effective approach due to the fact that once organization is being able to
attain high profit margin (Raybould and et.al, 2020). Then in that case it will be able to develop a
proper working condition by which it can accomplish high work productivity and the chances of
goal achievement can be increased. Thus in order to achieve high profit margin organization can
implement premium pricing upon products and can also make efforts by which overall
development cots is being reduced. Therefore with this approach company can not only reduce

the development cost but also by not changing the product prices as well, it can increase the
profit margin.
Average Daily Attendance- One of the key performance indicator for the organizational
performance evaluation is to evaluate the overall number of footfall which the institute is having
on an daily bases (Katsikeas, Leonidou and Zeriti, 2019). Therefore with this approach the
overall organizational performance will be improved and on that bases it can develop its future
working operations. This can provide a proper understanding about the overall factors which can
be improved to enhance company’s performance within the changing market place. Through
which the overall chances of goal achievement can be increased.
Conclusion
From the above report it can be concluded that this report focuses on the strategic marketing plan
of a particular company. This report States about swot and pestle analysis of the company. Apart
from this, smart objective of the companies also mentioned in this report. This report provides
marketing strategy for the company as well. This report shows in depth knowledge about the
marketing mix as well. Implementation control and evaluation is also being mentioned in this
report.

REFERENCES
Books and journals
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Islam, S.M., 2020. Marketing Strategies of Vintage Denim Apparels Limited (VDAL).
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of Industrial Convergence. 16(2). pp.15-23.
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digital era: opportunities, challenges, and research directions. International Marketing
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Community. Global Business and Organizational Excellence.38(4). pp.54-61.
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growth in the UK retailing sector. Social Responsibility Journal.
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renewable energy and greenhouse gas reduction commitments. Clean Technologies and
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Tarasanski, P., 2017. Brexit: Changing Dynamics of Corporate Financial Risks, Return, and
Performance: Case Companies: BP, Royal Bank of Scotland, Marks & Spencer,
GlaxoSmithKline. EasyJet.
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engagement focusing on temporary employees in the retailing industry in the United
Kingdom| Case study: Marks and Spencer Group plc.
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