Comprehensive Report on Mark and Spencer Marketing Strategies

This report provides a detailed analysis of the marketing strategies employed by Mark and Spencer (M&S). It begins with an introduction to marketing principles and highlights M&S's role as a prominent retail company in the UK. The main body of the report examines M&S's use of the 7Ps of marketing, including product, distribution, customer communication, pricing, and personnel. A SWOT analysis is presented to evaluate the company's strengths, weaknesses, opportunities, and threats. The Ansoff Matrix is applied to assess market development, market penetration, product development, and diversification strategies. The report also explores M&S's digital marketing efforts, including the use of social media, celebrity endorsements, and data-driven customer analysis. The conclusion summarizes the key findings, emphasizing the importance of marketing in attracting customers and increasing profitability, while also acknowledging areas for improvement, such as supply chain management.

Introduction of marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is an important function of the firm for selling and promoting its product.
Mark and Spencer is one of rising retail company in United Kingdom. Report emphasizes on
various strategies and Marketing Mix tool use by Mark and Spencer to attract customer and
increase profit shares.
MAIN BODY
1.Marketing
Marketing refer day to day activity of business in the field. It includes process of product,
communication with various stakeholder, delivering, exchanging etc. which help firm in gaining
customer and increasing their market share (Herhausen and et.al., 2020). Mark and Spencer is
one of rising retail company in UK and it uses various marketing mix to control and monitor
market of all location in the Britain.
7P's of marketing
7P's of marketing use by the firm to set goals and according to it react. In these strategies
are developed by the firm to take control over the market for example Mark and Spencer launch
clothes according to trend which help customers in following trend at good price on the other
hand firm's revenue increases.
Product:
Mark and Spencer emphasize on high quality product strategy with variety of range and
hence able to attract large number of consumers of UK.
Distribution System:
Company has highly active supply chain management system for example it delivers
product online within the time limit and hence able to increase customer satisfaction level.
Informing customers:
Digital marketing is used by the firm in gaining customers or promoting products for
example it use Instagram, Facebook, You tube blogger for attracting social media user and hence
able increase market share.
Price:
Mark and Spencer use competitive base price strategy for example it uses data of
competitor and according to that price of product is fluctuated.
People:

Organization employees highly trained and skilled which increase efficiency, quality and
productivity of work.
2. SWOT Analysis
Marketing is one of the important tool to attract large number of customers. Company
use various kind of marketing strategy to control, expand and monitor the market for example it
uses competitive price strategy to attract customers.
SWOT Analysis
Strength
 Mark and Spencer sells the latest
product and hence able to gain
customers.
 Company has effective e-commerce
infrastructure which help in marketing
and branding the product.
 Company invest large amount of fund
in digital marketing in promotion of its
product and hence lot of people in UK
attracts from it.
Weakness
 Because of poor quality of product,
company is not able to increase
customer satisfaction level and also
most of worker are nor skilled which
decrease productivity of work.
 Supply chain management system of
the firm is not able to deliver product
timely and hence company's customer
continuously decrease.
Opportunities
 Company is focusing to expand its
business in foreign market such as
India, china etc. and hence increase
number of store in different area where
company already gain fame.
 Company can invest in improving
supply chain management which can
help in increasing customer satisfaction
level (Baker and Saren, 2016)
 Company can invest in Asian market
trend which help it in gaining diverse
Threats
 Zara , UCB are keep changing their
marketing strategy according to Mark
and Spencer and hence trying to break
loyal customer of the firm.
 BREXIT and COVID again impacted
on its marketing strategy such as supply
chain management and financial losses
increase of firm.
 Food sector has tough competitor such
as Tesco which decrease market share
of the firm.

customer population.
3.Ansoff Matrix
Ansoff matrix is use by Mark and Spencer by the firm to frame and monitor Marketing
practices.
Market Development:
Mark and Spencer open stores in different area of Scotland and whales and hence able to
gain more customer. Company using Facebook, you tube etc. to attract large number of
customers UK. Firm provides the latest brand product but product limited to one place. However,
investing in online platform with highly effective supply chain management can help in gaining
British as well as other market. Mark and Spencer is one of the oldest retail firm in United
Kingdom which help in gaining consumers.
Market Penetration:
Mark and Spencer has number of stores in Britain and it will be best to penetrate old
market rather than focusing one. Company use various method for penetrating market and
attracting people towards its product (Tresidder, 2016). Social media is highly used by the firm
to attract youth of the Britain and company also provide product according to changing taste and
trend. Discount and offer is another method by which firm able to attract large number of British
consumers. Competitive price strategy is also followed by the firm to break the customer of other
retail company in United Kingdom.
Product Development:
Company launching various new product to attract customer for example organic product
of the firm attracting health conscious people of UK and hence increase its market share.
Company highly invest in providing product according to changing taste and trend which again
help it in increasing profit.
Diversification:
There are many places in United Kingdom where company's stores are not available but
has fame. In this places opening branches with new product can help in gaining new customers
and increasing its profit.

4. Digital Marketing
Mark and Spencer highly invest in digital marketing to expand its business at different
places in Britain. YouTube's celebrity use by the firm to promote its product and increase brand
image. Facebook's advertisement are in creative which help the firm in attracting customer's.
There are number of software tool that organization use in selling its product. Instagram
campaign again help the firm in attracting customer and gaining control over the market. Survey,
review, feedback etc. help company in analysing customer satisfaction level and also they
improve quality of product according to it (Vrontis and Vronti, 2020). It also uses different
celebrities to promote product on various social sites. Mark and Spencer has separate department
of digital marketing which emphasizes on selling its product using social media tools.
CONCLUSION
It can be analysed marketing plays important role in attracting customer and increase
profit& revenue. Mark and Spencer use various marketing strategy such as competitive price
strategy which help in gaining customers and increase market share of the firm. It also
demonstrates swot analysis to analyse impact on marketing for example company's supply chain
management is poor which create difficulty for reaching to online consumers. Ansoff matrix
component again help in understand which strategy it can follow for expanding business for
instance organic product in new market. In the end ways in which digital marketing influence
large number of customer's from social media.

REFERENCES
Books and journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Tresidder, R., 2016. Reading food marketing: the semiotics of Marks & Spencer!?. International
Journal of Sociology and Social Policy.
Vrontis, D. and Vronti, P., 2020. Marks & Spencer plc: Investigating, Analysing, and Evaluating
its Marketing Approach in International Markets—Adaptation, Standardisation, or
AdaptStandation?. Journal of the Textile Institute. 91(1). pp.29-34.
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