Investigating the Impact of Marketing on Company Performance: M&S

This research project examines the impact of marketing on the performance of Marks and Spencer (M&S). The introduction outlines the objectives, focusing on how marketing strategies influence sales and organizational goals. The project investigates various marketing tools and their effects on M&S's performance, including promotional methods and selling strategies. Task 1 defines the research outline and specification, detailing the company background and marketing tools. Task 2 addresses resource utilization to meet hypotheses, outlining the investigation process and information collation. Task 3 provides an evaluation of research methods, analysis, interpretation, and recommendations. The project also reviews literature on marketing issues and advantages, highlighting the importance of market research and adapting to technological advancements and consumer trends. The project concludes with a discussion on the impact of merchandising strategies on economic development and suggests ways to improve company performance through effective marketing.

Research project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and record achievable investigation report outline specification.....................1
1.2 Elements which contribute in the selection of research........................................................3
1.3 Critical review of necessary references.................................................................................4
1.4 Project specification..............................................................................................................6
1.5 Process or strategy for investigation project specification....................................................7
TASK 2............................................................................................................................................7
2.1 Utilization of resources in order to met hypothesis or questions..........................................7
2.2 Projected investigation in accordance with specification and procedure..............................8
2.3 Collate relevant information which is appropriate..............................................................10
TASK 3..........................................................................................................................................13
3.1 Use of suitable research evaluation method for examination.............................................13
3.2 Analysis and interpretation.................................................................................................13
3.3 Recommendation.................................................................................................................22
TASK 4..........................................................................................................................................23
4.1 Appropriate media to present the outcomes of the research ..............................................23
REFERENCES..............................................................................................................................24

INTRODUCTION
Learner should get aware about the sum-up of marketing used by selected firm in
attaining their set objectives or goals. Basically, its shows the actual reason behind conducting
this investigation programmes with the help of various essential factors. Marks and Spencer is
one of the famous retail company whose main objective is to design impressive or luxurious food
products, clothes and household goods. Along with this, adopt various appropriate promotional
methods for maximizing their sales volume by satisfying needs or demands of different
customers (Rodgers, 2010). In fact, marketing is a process whose main motive is to seek the
attention of millions of clients by using several other modes of promotions. Therefore, company
is try to focussing on their selling strategies in order to enhance their organizational performance.
Thus, this part of report will highlight the accurate data or information which is used by
researcher team for identifying the vital role of marketing in attaining enterprise goals or targets.
Mainly, it is not easy to understand the methods of promoting company goods or services
because it requires suggestion from expertise person in order to implementing marketing
activities in more efficient way.
TASK 1
1.1 Formulation and record achievable investigation report outline specification
This section of research highlight the brief detail about company and its background as
well as various tools that was used by enterprise while promoting their company across
international boundaries. Marks and Spencer is a very large association due to its maximum
number of branches across international boundaries in order to acquire maximum return on their
investment (Rosenzweig, 2014).
Topic:- “To identify the impact of marketing on company performance: A case study
on Marks and Spencer”
Marketing is a set of activities by which an organization wanted to promote their products or
services in different regions with the help of various methods. Along with this, their main
objective is to maximize company sales by capturing attention of millions of customers.
However, selected firm was founded in around 1884 by Michael Marks and Thomas Spencer in
Leeds for making something new or creative products in order to gain maximum benefits or
return. Therefore, they are using various essential marketing tools which plays a major role in
1

achieving their company targets. It has been analysed that selling strategies have a greater impact
on organizational performance because it supports in maximizing their company sales as well as
get succeeded in establishing goodwill of an enterprise at European marketplace.
Theme:- “To identify the impact of marketing on company performance: A case study
on Marks and Spencer”
This research report is all about assessment of changes in company image or position
with the help of different tools or techniques. Additionally, various methods and factors are also
explained for further improvement in company product so that they can maximize their sales.
Generally, marketing is a very broad concept which covers number of elements like; cluster of
7P'S, advertisement modes, methods of acquiring feedback, analysis of competitor strategy and
so on which plays a very crucial role in building positive image of an enterprise at marketplace.
Hence, it has been analysed that it is essential for selected company is to adopt various
merchandising components in order to run their business operations in more efficient way as it
supports in overall development or growth of an enterprise. Moreover, also act as a major tool in
uplifting the economy of a nation by raising the living standard of employees and common
people with the creation of employment opportunities. Additionally, various issues or barriers are
also identified in this project for overcoming it in a minimum duration by considering relevant
information or data.
Aims:- “to identify the impact of marketing on company performance: A case study
on Marks and Spencer”.
Objectives:- On the other hand major objectives of assignment is to “determine the
effectiveness of selling strategies on development of an enterprise”. Basically aims and
objectives of this investigation is almost similar without having much differences.
Research questions:-
 What are the major impact of marketing on organizational performance?
 Is there any change in company turnover?
 What are the barriers faced by enterprise while using promotional tools?
 Is there any improvement in employees performance?
 What are the major drawbacks of marketing?
 Identify the impact of merchandising strategy on economic development?
2

1.2 Elements which contribute in the selection of research
Examination isn't a simple work because of its many-sided quality and seen as an
expansive idea in which an association may get mindful about profundity learning on particular
subject. Subsequently it helps them while achieving a few business exercises, for example,
producing process, arrangement planning, giving administration and so on. Actually, it helps
while overseeing or directing abnormal state of undertakings. In this way, number of parts are
using in this examination for securing best appropriate outcomes so that they can acquire or more
benefit by expanding their organization efficiency. Marks and spencer is attempting to assess
various of variables which assumes a noteworthy part in procedure of examination task. In this
manner, it comprise of a few components, for example, presentation which helps in figuring
points or destinations of a branch of knowledge and moreover plan writing survey whose
fundamental thought process is to looks at sentiments of unmistakable researchers. Henceforth, a
fitting assessment of essential components of examination process is going to featured as takes
after:- Introduction- Every examination venture begins with the presentation about the point
which includes every real component in proper way. Presentation is useful for bestowing
and demonstrating the outline of each point in reasonable way (Shaw, Bailey and
Williams, 2011). It will incorporate subject and topic of undertakings with the goal that
all determined musings, points and targets can be secured. Literature review:- Introduction is trailed by writing audit under which different
measurements get inspected legitimately. This is compulsory for them to manage every
central point of creators that can worry with study and increase better comprehension
about the related subject. Information Collection- Under this segment, it depends on comprehension of gathering
information process where extremely vital data can announce in clear and appropriate
way. Then again, gathering process is reliant on various respondent who give their inputs
and surveys on a specific theme. Data assessment :- This piece of research report gives right and substantial elucidation of
information with the goal that correlation and separation of data can be overseen in a
powerful and proficient way. Fundamentally, data assessment renders best factors and
contributes for keeping up compelling benefits (Cantallops and Salvi, 2014). Information
3

Evaluation is resolved as a valuable segment for making venture reasonable to get best
outcomes in appropriate way and in a given time allotment.
 Recommendation and conclusion:- It is viewed as last part of the examination think
about which features result of entire report. This will help in distinguishing and keeping
up fitting elements for acquiring set benefits. Suggestions are additionally accommodated
raising such territories where they have to include some unmistakable highlights and
qualities.
1.3 Critical review of necessary references
Literature review consist of different clear statements given on a particular subject and its
parameters. It contains an important part in a research report as through this the views of distinct
scholars and writers are presented thorough this which further helps in understanding the subject
matter in more detail. Information is assembled from different relevant sources like surveys
scholarly articles, books, dissertations etc. In order to determining the issues related to marketing
department of M&S following literature review is conducted through which all the related
information will be assembled.
a) Marketing issues
Chiu and Sharfman, (2011) highlighted various problems that are associated with the
marketing activities. There is a continuous growth in technology which further add pressure on
the marketing department to adopt same and remain updated with the tools and techniques used
for promotion. It effects the total value chain of enterprise as promotional activities of brand gets
effected in case of introduction of new application n the market. Enterprises need to make more
investment in acquiring same which add more marketing cost to the firm. Droge, Vickery and
Jacobs, (2012) says that targeting the right market is another issue which is faced by the
marketing department of an organisation as this leads to loss of potential resources. Before
designing the marketing activities authorities need to do proper market research which is a
complicated activity due to excess of population and vast geographical area. Epstein and
Buhovac, (2014) commented that it is very complex to identify that which segment can proof to
be the best option to deliver the services as the trends in market in fashion industry does not
remain same and keeps on fluctuation. This further makes marketing more complex and a time
consuming activity. After this views of Felzensztein, Gimmon and Carter, (2010) were studied
on the concern topic. According to him marketing is a challenge for organisation as to get
4

required level of return on investment is not assured in this department. Due to any external
change all the efforts taken by the concern division may go in vain. Fernando, (2010) further
highlighted more problems associated with this section of organisation. He says that to carry out
the marketing activities so many resources are required and non availability of same may lead to
failure of this. Huge budget is require to make all the required resources available and this way
the cost of product gets increase which becomes an issue to maintain high sales. More employees
need to be appointed so that marketing activities can be carried out effectively which further
raise stress on management to plan effective recruitment process.
Thereafter Goworek, (2011) gave emphasis to the problems associated in business that
arises due to non effective marketing plan if constructed by the concern department. He says that
due to globalisation the total level of competition has raised to a great extent that it has become
crucial to make marketing plan efficient enough so that survival of company can be maintained.
It requires skilled an talented work force who are capable of formulating competitive plan which
helps organisation to achieve the competitive advantage. There are several other issues which are
faced by the department of marketing in a particular organisation. Grayson, (2011) focused on
problems that arises in business due to so much of dependant of organisation profitability on the
marketing practices. The demand of customer is so much influenced by the way a product is
being introduce in the market. Any mistake at the time of launching can have a long term impact
on the business operations. Consumers develop brand name by its promotion and remember
same in the long run and therefore require that it is promoted with maximum care.
b) Advantages of marketing
Ioannou and Serafeim, (2010) highlighted the different importance of marketing
department in an organisation and shows that why it is required to removes the issues related to
same. He shows how by increasing the efficiency of marketing department it can raise the total
standards and brand image of organisation in the market. He focuses on the benefits which
organisation receives by maintaining coordination in the marketing department like developing
new ides for the existing product in which organisation is dealing in, through this department
organisation gets to know about the external marketing environment which help company to
attain their goal and objective.
5

Kapferer, (2012) highlighted various importance of marketing which help company to
attain higher profits as well through effective marketing done by firm. There are various
importance of marketing for firms like
Marketing is a process which help business to introduce their product and services to
large market, which make company to work according to demand and needs of customer.
Marketing never deals in anything, but only goes with communication part. As, it includes only
communicating and providing information to million of people about the goods and services, but
they choose the best content for their advertisement so that customer can get attracted towards
such. Marketing help company to interact with large customer for their product and services.
Moreover, communication in this competition is only a thing and strategy which make a brand to
stand unique from rest available in market. Various communication techniques and avenues are
there like, internet, social media has helped the business to interact more with their customer so
that effective product can be provided to them. He also says that it assist in building relationship.
He says that through this trust and faith which bring effective relationship with their customer.
Marketing is a base which help them to bring a relationship in between company and consumer.
Therefore, firm provide those product which can satisfy the needs and wants of customers in
proper manner and such creates a relationship among them. Kiron and et. al., (2013) add more
importance to this department by highlighting its contribution in some other areas too. He gave
emphasis on how it assist in tackling competition. There is a huge competition in market which
is bringing threat to company. As, for this marketing is a tool which is making entity to work in
perfect way and help them to make a strategy and decision in right context rather then their
competitors. Various avenues and research of market help company to make a better plan for
marketing so that they can tackle competition in market area in proper manner. It maintain
company reputation says Kotzab and et. al., (2011) Success of company and their life span of
working is something which is interrelated with the reputation of company and make a brand
equity in right contrast as well. Although the major eye of marketing is on building a brand
equity in market and firm's reputation is build with satisfying the customer needs and preferences
with their product and services.
1.4 Project specification
This section of research highlight the brief detail about company and its background as
well as various tools that was used by enterprise while promoting their company across
6

international boundaries. Marks and Spencer is a very large association due to its maximum
number of branches across international boundaries in order to acquire maximum return on their
investment (Rosenzweig, 2014). Marketing is a set of activities by which an organization wanted
to promote their products or services in different regions with the help of various methods. Along
with this, their main objective is to maximize company sales by capturing attention of millions of
customers. However, selected firm was founded in around 1884 by Michael Marks and Thomas
Spencer in Leeds for making something new or creative products in order to gain maximum
benefits or return.
This research report is all about assessment of changes in company image or position
with the help of different tools or techniques. Additionally, various methods and factors are also
explained for further improvement in company product so that they can maximize their sales.
Generally, marketing is a very broad concept which covers number of elements like; cluster of
7P'S, advertisement modes, methods of acquiring feedback, analysis of competitor strategy and
so on which plays a very crucial role in building positive image of an enterprise at marketplace.
1.5 Process or strategy for investigation project specification
In this section of assignment, researcher is going to represent their task and activities in a
graphical way in order to assist others towards corrective direction. In fact, Gantt chart shows the
work in a diagrammatic way by considering relevant facts or figures. Basically, it will highlight
the corrective schedule for completing any particular project consist of starting or finishing time
period or it can also denoted as a summary of work breakdown structure by which an
organization distribute the work between various departments. Main objective of Gantt chart is to
direct employees towards their assigned job role by showing their roles and responsibilities.
TASK 2
2.1 Utilization of resources in order to met hypothesis or questions
It is a process through which the information and data collected to make a effective
decision and strategy by company. Therefore, includes like publication research, interviews and
surveys somewhere it also includes the present and historical data which help firm in making
their decisions. Although research methodology is used to search for different solution of
problem occurred in business. In such concept the researcher try to search for solution in
systematically way for their problems (Amine, Chakor and Alaoui, 2012). If the work has not
7

been done in a systematic manner then it will lead to less possibility of getting the accurate
solution or answer to issues and problem faced by company. Hence, while exploring the research
question the researcher of business face a lot more problem which make them to resolve their
issues in correct methodology which help organisation to have a smooth functioning of their
work after solving consequences they face.
Primary data is a type of data that is collected manually or personally. It is a raw data that
is collected from the original source. It is done by investigator himself for a special purpose by
means of surveys, observations and experimentations. The enumerator must be well trained
person who can collects data statistically. It may be collected on a sample or census basis form.
This method can be done in several different ways by personally investigate, through
questionnaire, local sources or by mailing or telephonic conversation way. Here the researcher
conduct the data by questionnaire method drawn randomly from 30 sample surveys.
Secondary research – This is a process where already available data and information is
used for conducting a research. Researcher seek help of book, journal and magazines for finding
information about various details which is related to customer satisfaction. This form of research
is very popular because conducting it is not a very difficult process. Although, researcher need to
spend some time on finding different kind of information of various sources like books and
internet and then analyse these data for by using different tools. In other words it is also known
as using those information and data which is being already used by some other researcher earlier.
Mainly, secondary data is used to make predictions and assumption for what will happen in
upcoming year.
2.2 Projected investigation in accordance with specification and procedure
Research is a design through which a systematic work is undertaken to increase the range
or stock of knowledge. The primary work of a research is to discover, interpret and make
documents regarding the topic.
Types of Research
Quantitative Research: Quantitative research is based on statistics it uses numeric
figures or numbers. It is used to measure the comparison between new records and past records
so that future analysis can be made. This research is frequently used to gain knowledge and to
form theories that can be tested by using further quantitative research. The methods which is
being included in this research is polls. Questionnaire, surveys and using pre-existing data in
8

creative way. Moreover, it uses the measurable data so that it can be measured in right context
and effective solution and assumption can be made for future prospect.
Qualitative Research: Qualitative research is more like a subjective research and uses
different kinds of methods to analyse data. In this small number of people are interviewed in
depth so as to get authenticated details because people give vague answers if we provide them
with other source of method. This method is popular among the field of political science, social
work, and education researchers. Case study is one of the method under qualitative research in
which our analysis is based on the past history of an individual (Campbell and Rahman, 2010). It
is also being used to uncover various trends/ thoughts and views which make them to go in
deeper section of problem.
Approaches of Research
Inductive Approach: Inductive approach is based on observation and known as inductive
reasoning. It is generally associated with qualitative research, its main approach is to make raw
textual data into a brief data. This approach provides us with a easy and systematic set of
procedures to analyse the data and make a reliable and valid findings. This approach is normally
good for small projects as in this small sample is taken and analysed. In this research there is no
place for hypothesis and thus it makes researcher to alter the direction for their study done. This
approach mainly aims in generating meaningful data in order to build effectual theory.
Deductive Approach: Deductive approach works from general to specific, it is concerned
with developing a hypothesis, and based on that result can be made. Although this research itself
start with hypothesis and researcher are not allowed to make any changes or alter in direction of
their study. This approach is good for large projects as because the small size is taken in large
and it is being analysed in depth manner. It is based on valid reasoning, and researcher can
develop a logical structure to achieve the objective (Chiu and Sharfman, 2011).
Questionnaire- It is designed to collect data from a large group of persons . It is
designed for securing answers to questions by using a form which the respondents himself fills
in, so it is likely to be less expensive procedure than interview. It includes some questions which
is been prepared by firm to know what customer think and having their thought for them. It was
done with 30 people and taken their views and made a conclusion after having all such (Bowers,
2010). Somewhere this kind of thing help entity to know the mindset and preferences of
9

customer so that they can improve or bring innovation in their working style and in product as
well.
2.3 Collate relevant information which is appropriate
In this section, various perspectives are identified with the help of different methods in
order to understand the opinion of different individuals. As a result it is helpful for organization
while making further modification as per customer choice or preferences so that an enterprise
can easily enhance their sales volume by satisfying needs or demands (Saunders, 2011).
Therefore, 30 members are selected in survey report with the help of random sampling method
for understanding their thoughts for future changes.
QUESTIONNAIRE
Name:
Age:
Gender:
Designation:
Q1. Importance of marketing for business.?
a) Yes
b) No
Q2. Separate department for marketing activities in an organization?
a) Yes
b) No
Q3. Influence of marketing activities on business results?
a) Very less
b) Neutral
Q4. Major issues faced by M&S in marketing department?
a) Formulation of plan
b) Excess finance requirement
c) Dynamic business environment
Q5. Complication of marketing?
a) Excess of competition
b) Complicated practices involved
10

c) Lack of talent
Q6. Different results of inadequate marketing activities?
a) Loss of sales
b) Wastage of resources
c) Negative brand promotion
d) All the above
Q7. Improvement in efficiency of marketing department?
a) Proper marketing research
b) Wastage of resources
c) Pre designing of marketing plan
d) All the above
Q8. Affects of efficient marketing on company profit?
a) Positively
b)Negatively
Q9. Improvement on company performance by adopted new marketing strategies?
a) Yes
b) No
Theme:1 Importance of marketing for
business.
Frequency
 Yes 25 No 5
Theme:2 Separate department for marketing
activities in an organization.
Frequency
 Yes 28
11

 No 2
Theme:3 Influence of marketing activities on
business results.
Frequency
 Very less 15 Neutral 15
Theme:4 Major issues faced by M&S in
marketing department
Frequency
 Formulation of plan 15 Excess finance requirements 10 Dynamic business environment 5
Theme:5 Complication of marketing. Frequency Excess of competition 20 Complicated practices involved 5 Lack of talent 5
Theme:6 Different results of inadequate
marketing activities.
Frequency
 Loss of sales 15 Wastage of resources 5 Negative brand promotion 5
12

 All the above 5
Theme:7 Improvement in efficiency of
marketing department.
Frequency
 Proper marketing research 10 use of adequate techniques 10 Pre designing of marketing plan 5 All the above 5
Theme:8 Affects of efficient marketing on
company profit.
Frequency
 Positively 26 Negatively 4
Theme:9 Improvement on company
performance by adopted new marketing
strategies.
Frequency
 Yes 29 No 1
TASK 3
3.1 Use of suitable research evaluation method for examination
It is necessary to analyse research in more systematic manner so that best possible results
can be attain in more quick time. There are so many types of techniques would be applied in
13

order to get more specific outcomes. By the help of evaluation methods those are essentially
needs to determine and use of reliable sample which can help them to gain maximum
advantages. Basically, there are mainly two types of evaluation techniques which can measure
the impacts of marketing over Mark and Spencer business. Although, they are working in order
to increase maximum customers by selling attractive products to them. In the mean time, they
would increase chances of getting maximum profit for the company. In accordance with this,
impacts on company performance can be improved by using below mention techniques:
Formative assessment: It is a well organise diagnostic testing which consists of wide range of
formal and informal process. It can be useful in coming time so complete outcomes relies on
total earning which can be helpful in generating positive outcome during the time. The primary
objective of this particular assessment help the company to enhance their skills and ability to
provide more effective results on continuous basis.
Summative assessment: It refers as the best assessment of techniques which state that all those
things needs to be more effective in nature. It can be arises after making proper instruction. It is
commonly done at the end of projects so that they can attain more opportunities for the
betterment company's performance.
3.2 Analysis and interpretation
Theme:1 Importance of marketing for business.
14
25
5
Yes
No

Interpretation:- Marketing is one of the indispensable factor for every organization
either small or large due to its effectiveness or befits towards company development. Along with
this it helps selected firm in promoting their products or services across international
boundaries. According to above graphical representation it has been analysed that marketing
tools plays a very vital role in success of an association because it supports in enhancing the
sales of a company by seeking attention of millions of clients (Schaltegger and Wagner, 2017).
Apart from this one of the major factor which shows the necessity of merchandising activities are
organisation image at marketplace because it helps in continuing business for longer period of
time. Hence, as per above diagrammatic data, it is identified that out of 30 individuals, 25 are
fully agree with this statements that marketing is indispensable for growth of an association. On
the other hand 5 individuals are not satisfied with this term and requires changes.
Theme:2 Separate department for marketing activities in an organization.
Interpretation:- From the above evidence it has been analysed that marketing is a very
broad concept which requires separate section for conducting promotional activities in most
15
28
2
Yes
No

appropriate manner. In fact, it covers various task and activities in which an organization is
trying to attract consumers in a minimum time period with the help of different tools. Therefore,
out of 30 around 28 members believes that marketing activities requires a isolated section or
area in an enterprise due to maximum roles and responsibilities (Smith, 2010). On the other
hand, 2 individuals are thinking that marketing does not requires any special place due to its
drawbacks and consume money.
Theme:3 Influence of marketing activities on business results.
Interpretation:- According to survey report it has been identified that major reason
behind conducting adopting marketing tools is to achieve positive results and marketing
activities plays a major role in identifying choice or preferences of different customer. As a
result it supports while designing new products or services as well as aids in modifying existing
goods in order to gain maximum benefits by maximizing their sales (Spitzeck and Hansen, 2010).
16
15 15 Very less
Neutral

Hence, from the above graphical representation it is assessed that 15 individuals are believing
that various marketing roles or duties are not affecting business outcomes in high manner
because it requires suggestion from expertise persons. On contrary to this, rest other 15
members are neutral towards this statements and not expressing anything.
Theme:4 Major issues faced by M&S in marketing department.
Interpretation:- It is not easy to perform various business activities without facing any
problem or barriers due to presence of maximum number of complexities at workplace. For
example; absence of accurate information or evidences, requires experience or skilled labours,
resources etc. Apart from all this various other problems are also analysed due to complexity in
17
15
10
5
Formulation of plan
Excess finance
requirements
Dynamic business
environment

nature. Thus, from the above data it has been determined that out if 30 members, almost 15
individuals are believing that designing of marketing plans is one of the major barriers which is
faced by this department because overall success or development is depend upon impressive plan
(Tan, Shen and Yao, 2011). On the other hand, another 10 people are believe that capital is
indispensable for further action because all the activities are depend upon this only. Therefore,
accurate finance is seen as a major issue which might be occurred while conducting marketing
activities. At last, rest 5 believes that business environment is one of the drastic factor which
affects the promotional task because entire planning process is executed by considering this
element only.
Theme:5 Complication of marketing.
Interpretation:- According to above graphical representation it has been analysed that
marketing is full of complexity because it is not easy to understand the choice or preferences of
different consumers without spending much more capital in promotional activities. Along with
this, it requires expertise advice or suggestion while promoting goods or services in different
18
20
5
5
Excess of competition
Complicated practices
involved
Lack of talent

marketplace. Thus, due to availability of number of work various complication has been
identified by different members. Therefore, out of 30 individuals around 20 individuals believing
that increase in competition level act as major problem or creates complication while
performing business activities (Wright and Watkins, 2010). Whereas, another 5 members are
thinking that due to presence of various unusual practices and rest 5 are believing that absence
of talented employees creates major problem in marketing.
Theme:6 Different results of inadequate marketing activities.
Interpretation:- As per above description it has been assessed that if an organization get
failed in conducting various marketing activities in effective manner then it might affects their
company results. In fact, major objectives of using selling strategies is to enhance the sale of an
enterprise by satisfying needs or demands of customers in a minimum duration. Along with this,
useful in fulfilling demand of different customers (The Relationship between marketing
performance, logistics performance and company performance for retail companies, 2014).
19
15
5
5
5
Loss of sales
Wastage of resources
Negative brand promotion
All the above

Thus, as per above diagrammatic presentation it has been analysed that 15 individuals are
believing that there if an association is failed in implementing marketing activities in
appropriate manner then there is a maximum chance of loss of sales. Whereas, another 5
individuals are thinking its wasting necessary resources and another 5 believes that it affects the
image of brand on overall society. On contrary to this rest 5 members are going with all the
above which means that they are believing that inadequate use of merchandising activities act as
major drawback in success of an enterprise.
Theme:7 Improvement in efficiency of marketing department.
Interpretation:- According to above report it has been assessed that enhancement in
marketing section of Marks and Spencer is essential for raising their company standard as
compare to their competitors. Therefore, out of 30 individuals, 10 are believing that proper
investigation is indispensable for improving the promotional team of an enterprise in order to
gain competitive advantage by understanding the strategy of rivalries (The Profit Impact of
20
10
10
5
5
Proper marketing research
use of adequate
techniques
Pre designing of
marketing plan
All the above

Market Strategies, 2018). Whereas another 10 members are going with usage of appropriate
tools or techniques, other 5 are preferring pre planning of effective marketing plan. At last rest 5
individuals are believing that improvement in all the other factors is required for enhancing the
efficiency of marketing team.
Theme:8 Affects of efficient marketing on company profit.
Interpretation:- From the above data, it has been analysed that marketing activities have
greater influence on profit of Marks and Spencer because it supports overall company in
attracting minds of entire society by using various tools or advertisement techniques. Hence, out
of 30, around 26 are happy with this statement that strategies of sales have a major influence on
21
26
4
Positively
Negatively

benefits of an enterprise by maximizing the sales of an enterprise. Whereas, rest 4 are are not
agree with this statement because they are observing drawbacks of marketing.
Theme:9 Improvement on company performance by adopted new marketing strategies.
Interpretation:- As per above graphical representation it is identified that usage of
marketing tools have a greater impact on company performance because it helps in maximising
sales of an enterprise which resulted in establishment of organization goodwill at marketplace
(Publicity and Advertising Spending Affect Marketing and Company Performance, 2017). Hence,
22
29
1
Yes
No

it has been analysed that out of 30 members, almost 29 are fully agree with this statement
whereas rest only one individual are raising their voice against this term.
3.3 Recommendation
At the end of this research project an effective suggestion is essential for success or
development of overall enterprise by considering necessary facts or figures in order to overcome
various hidden problems which affects the development of an enterprise. Marketing is a two way
process in which exchange of products are taking place in place of money or commodity as well
as one of the useful method of gaining attention of customers. After considering all the above
information or data it has been analysed that managerial team of Marks and Spencer is adopting
various methods of merchandising in order to promote their products or services across
international boundaries. Therefore, various essential suggestion is required to follow for further
improvement or changes which is described as follows:-
 Required to appoint skilled or talented employees for implementing all the business
activities in most appropriate manner as well as know how to deal with various risky
situations.
 Need to adopt various modern advertisement techniques in order to accomplished their
work in a minimum duration and succeeded in capturing attention of millions of clients .
 Make plans or policies as per consumer demand by satisfying their needs or requirements
because they are end user of goods or services offered by selected firm (Marks &
Spencer, Sustaining the Brand Promise, 2013).
 It is essential for organization to design their company policies as per employees demand
and able to prevent their interest by providing them necessary facilities.
 Create friendly relations with various business partners, shareholders, employees and
overall staff members in order to make positive environment at workplace.
Thus, it is essential for management team of Marks and Spencer to follow these steps as
per company requirement in order to attain organisational set objectives or goals.
TASK 4
4.1 Appropriate media to present the outcomes of the research
From above research report this has been summarized that in an organization marketing
department holds greater importance. It has high influence on other divisions also and their
23

results gets effected if any problem arises in this section of an enterprise. Due to complexity and
contentious changing business surroundings issues take place in the promotion activities which
needs to be managed with higher expertise. it was highlighted that how by managing the various
issues company can successfully utilize its invested resources and can continue to operate
smoothly in the competitive world. The given text shows how this one section may effect
profitability ration of whole organization and therefore demand maximum care by concern
authorities. Different mode of data collection are used which highlighted importance of each as
through them all the required information was received. Thereafter interpretation of collected
information was done using graphs and chart which further helped in understanding the reactions
more clearly. At the end it has been analysed that marketing is an effective process which is
adopted by enterprise in order to enhance their organizational performance by gaining attention
of millions of customers.
24

REFERENCES
Books and Journals
Amine, M.E.A., Chakor, A. and Alaoui, A.M., 2012. Ethics, relationship marketing and
corporate performance: Theoretical analysis through the mediating variables.
International Business Research. 5(8), p.68.
Bowers, T., 2010. From image to economic value: a genre analysis of sustainability
reporting.Corporate Communications: An International Journal. 15(3). pp.249-262.
Campbell, D. and Rahman, M.R.A., 2010. A longitudinal examination of intellectual capital
reporting in Marks & Spencer annual reports, 1978–2008. The British Accounting
Review. 42(1). pp.56-70.
Chiu, S.C. and Sharfman, M., 2011. Legitimacy, visibility, and the antecedents of corporate
social performance: An investigation of the instrumental perspective. Journal of
Management. 37(6). pp.1558-1585.
Droge, C., Vickery, S.K. and Jacobs, M.A., 2012. Does supply chain integration mediate the
relationships between product/process strategy and service performance? An empirical
study. International Journal of Production Economics. 137(2). pp.250-262.
Epstein, M.J. and Buhovac, A.R., 2014. Making sustainability work: Best practices in managing
and measuring corporate social, environmental, and economic impacts. Berrett-Koehler
Publishers.
Felzensztein, C., Gimmon, E. and Carter, S., 2010. Geographical co-location, social networks
and inter-firm marketing co-operation: the case of the salmon industry. Long Range
Planning. 43(5). pp.675-690.
Fernando, M., 2010. Corporate social responsibility in the wake of the Asian tsunami: Effect of
time on the genuineness of CSR initiatives. European Management Journal. 8(1).
pp.68-79.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case study
of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Grayson, D., 2011. Embedding corporate responsibility and sustainability: Marks & Spencer.
Journal of Management Development. 30(10). pp.1017-1026.
Ioannou, I. and Serafeim, G., 2010. What Drives Corporate Social Performance?: International
Evidence from Social, Environmental and Governance Sources. Cambridge: Harvard
Business School.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Kiron, D and et. al., 2013. The innovation bottom line. MIT Sloan Management Review. 54(3).
p.1.
Kotzab, H and et. al., 2011. Environmental retail supply chains: when global Goliaths become
environmental Davids. International Journal of Retail & Distribution Management.
39(9). pp.658-681.
Kozlowski, A., Bardecki, M. and Searcy, C., 2012. Environmental impacts in the fashion
industry: A life-cycle and stakeholder framework. The Journal of Corporate
Citizenship. (45). p.17.
25

Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science. 41(2).
pp.151-170.
Moore, C.M., Doherty, A.M. and Doyle, S.A., 2010. Flagship stores as a market entry method:
the perspective of luxury fashion retailing. European Journal of Marketing. 44(1/2).
pp.139-161.
Rodgers, C., 2010. Sustainable entrepreneurship in SMEs: a case study analysis. Corporate
Social Responsibility and Environmental Management. 17(3). pp.125-132.
Rosenzweig, P., 2014. The halo effect:... and the eight other business delusions that deceive
managers. Simon and Schuster.
Sarac, A., Absi, N. and Dauzère-Pérès, S., 2010. A literature review on the impact of RFID
technologies on supply chain management. International Journal of Production
Economics. 128(1). pp.77-95.
Saunders, M.N., 2011. Research methods for business students, 5/e. Pearson Education India.
Schaltegger, S. and Wagner, M. eds., 2017. Managing the business case for sustainability: The
integration of social, environmental and economic performance. Routledge.
Smith, S., 2010. For love or money? Fairtrade business models in the UK supermarket sector.
Journal of Business Ethics. 92. pp.257-266.
Spitzeck, H. and Hansen, E.G., 2010. Stakeholder governance: how stakeholders influence
corporate decision making. Corporate Governance: The international journal of
business in society. 10(4). pp.378-391.
Tan, Y., Shen, L. and Yao, H., 2011. Sustainable construction practice and contractors’
competitiveness: A preliminary study. Habitat international. 35(2). pp.225-230.
Wright, M. and Watkins, T., 2010. Marketing financial services. Routledge.
Online
Marks & Spencer, Sustaining the Brand Promise, 2013. [Online]. Available
through<https://www.marketingsociety.com/the-library/2010-marks-spencer-sustaining-
brand-promise-case-study#MT8oTAlde1Lv1Kvp.99>
Publicity and Advertising Spending Affect Marketing and Company Performance, 2017.
[Online]. Available
through<http://www.journalofadvertisingresearch.com/content/55/4/416>.
The Profit Impact of Market Strategies, 2018 [Online]. Available
through<http://smallbusiness.chron.com/profit-impact-market-strategies-49771.html>.
The Relationship between marketing performance, logistics performance and company
performance for retail companies, 2014. [Online]. Available
through<http://www.tandfonline.com/doi/abs/10.1080/09593960600572399?
src=recsys&journalCode=rirr20>.
26

27

28

29