Marks & Spencer Marketing Strategies: A Case Study in Brand Building

Desklib provides past papers and solved assignments for students. This presentation analyzes Marks & Spencer's marketing strategies.

MARKETING BASICS

Table of Contents
INTRODUCTION............................................................................................................................. 4
TASK 1............................................................................................................................................ 5
Slide 1........................................................................................................................................ 5
Slide 2........................................................................................................................................ 6
Slide 3........................................................................................................................................ 8
Slide 4........................................................................................................................................ 9
Slide 5...................................................................................................................................... 10
Slide 6...................................................................................................................................... 11
Slide 7...................................................................................................................................... 13
Slide 8...................................................................................................................................... 14
TASK 2.......................................................................................................................................... 15
P3 COMPARISON OF MARKETING MIX OF MARKS & SPENCER WITH THE VAN HEUSEN.........15
M3 TACTICS APPLIED BY ORGANISATIONS TO DEMONSTRATE HOW BUSINESS OBJECTIVES
HAVE BEEN ACHIEVED............................................................................................................. 17
P4&M4 BASIC MARKETING PLAN.............................................................................................18
CONCLUSION............................................................................................................................... 25
REFERENCES.................................................................................................................................26

List of Figures
Figure 1: SWOT Analysis.............................................................................................................. 20
Figure 2: PESTLE Analysis.............................................................................................................22
Figure 3: STP Marketing...............................................................................................................24
List of Tables
Table 1: Comparison of Marketing Mixes......................................................................................5

INTRODUCTION
The marketing Basics are those elements which are essential for the successive and
constructive image building of the organisation. The study of the marketing Basics of Marks &
Spencer will be carried out in this document. Since Marks & Spencer is an apparel and fashion
products providing the organisation with the marketing mix of the organisation will be
compared to another organisation of the same type (Goetsch and Davis, 2014). For conducting
effective and successful marketing functions, it is essential for organisations to make a
marketing plan and to implement the plan effectively. Marks & Spencer is a public limited
organisation and focuses mainly on the fulfilment of the public demand in the fashion sector on
a global level. The organisation has products for the customers of every age group from
children to the old age citizens. The organisation a multinational firm and headquartered in
London, UK.

TASK 1
Slide 1

Slide 2
WORK WITH TOP MANAGEMENT
One of the main roles of the marketing manager of an organization is to communicate with the
top management of the organization in order to discuss about the marketing strategies of the
organization. The marketing manager of Marks & Spencer stays in touch with the top
management dignitaries of the organisation in order to strengthen the marketing approach of
the organisation.
SUPERVISE AND COORDINATE BUSINESS ACTIVITIES
Another role of the marketing manager of an organisation is to coordinate the business
activities in order to increase the sales of the organisation. The manager of the marketing
department supervises the employees of the marketing department to implement effective
marketing strategies in order to attract the customers towards the organisation. For example,
Marks & Spencer is the organisation which provides products related to fashion and apparel

sector and the manager of the mareting department coordinate with the employees and
supervise them to effetively implement marketing strategies of the organisation.
IDENTIFY POTENTIAL MARKETS
It is also one of the roles of the marketing department to identify the potential of the markets
and according to that manufacture the products of the organisation. The marketing manager of
Marks and Spencer identify the potential of the markets and implement the marketing
strategies based on the products of the organisation.
EVALUATE THE PRODUCT
It is also up to the marketing manager of the organisation to evaluate the value of the product
in order to decide the market value of the product. The marketing manager of the Marks &
Spencer evaluate the products and according to that the price and value of the product is set to
be sold in the market.

Slide 3
LAUNCH NEW PRODUCTS AND SERVICES
The new products and services of the organisation are also launched by the marketing manager
of the organisation. The marketing manager of Marks & Spencer launches the new products
and services of the organisation in order to diversify the menu of the organisation.
SELECT THE CHANNELS OF DISTRBUTION
It is the duty of the marketing manager of the organisation to deal with the channel distrbutors
in order to supply the goods and services of the organisation to the maximum stores.
CREATE A MARKETING PLAN
It is also one of the main duty of the marketing manager of the organisation to deal with the
marketing functions and create the marketing plan to increase the popularity and fame of the
organisation.
STUDY THE ECONOMIC AND POLITICAL ENVIRONMENT

In order to make sure about the effective business and the selling of the product in the market,
it is the duty of the marketing manager to study the economic condition and the political
factors of the country.

Slide 4
RESPONSIBILITIES TOWARDS ENTERPRISE
The marketing managers have responsibilities towards the enterprise which contains the
essential steps which are to be taken by the marketing managers to strengthen the situation of
the organisation. The marketing manager of the Marks & Spencer has responsibilities towards
the organisation such as to introduce the organisation in such a market where the sales of the
organisation can be increased.
RESPONSIBILITES TOWARDS EMPLOYEES
The marketing managers have responsibilities towards the employees such as to provide the
employees equal and maximum possible opportunities to prove themselves. It is also the
responsibility of the marketing manager to provide the employees with each and every facility
in order to advertise the brand name of the organisation. This process is carrie out effectively in
Marks & Spencer, which is the reason that the customers recognize the brand name of the
organisation very well.

Slide 5
RESPONSIBILITIES TOWARDS SOCIETY
It is the responsibility of the marketing department to provide the products to the customers as
promised in the advertisement or to make sustainable promises. The marketing manager also
needs to maintain the marketing ethics. It is one of the main reasons of the success of Marks &
Spencer in the market

Slide 6
FINANCE DEPARTMENT
The duty of the finance department is to decide the budget for all the activities carried out in an
organisation. The influence of the marketing department on finance department can be
understood from the fact that marketing is one of the most necessary functions in an
organisation and the finance department sometimes has to adjust its budget for the functions
of marketing department. The relationship between the marketing department and finance
department can be understood from the fact that the budget for advertising and promotion
campaigns is decided by the finance department.
HR DEPARTMENT
HR department is the one which is responsible for the recruitment and the arrangement of the
resources. Marketing department influences the HR department as the marketing results in the
popularity of the organisation and the candidates come to join the organisation. Also the
relationship can be explained such that the HR department recruits the employees according to