This report presents a comprehensive marketing assessment of Marks & Spencer (M&S), a UK-based multinational retailer. It includes a marketing audit utilizing SWOT, PEST, and Porter's Five Forces to analyze the company's current performance and market position. The report proposes two market segmentation strategies based on age and location, using the STP model, and discusses market research methods to understand customer growth within the retail market. Furthermore, it explores the concept of buying behavior and justifies a chosen marketing strategy tailored to the suggested segments. The analysis covers M&S's strengths, weaknesses, opportunities, and threats, along with political, economic, social, and technological factors affecting its operations, and concludes with recommendations for enhancing the company's marketing effectiveness.