BTEC Marketing Assignment: M&S - Concepts & Internal Relations

This assignment provides an overview of marketing concepts and internal relations within Marks & Spencer (M&S). It discusses the holistic marketing concept employed by M&S, emphasizing the integration of all business aspects. The assignment highlights M&S's marketing-oriented approach, focusing on satisfying consumer demands and promotional strategies to regain market share. It explains the role and responsibilities of a marketing manager, including examining market trends and leading marketing activities. Furthermore, it explores the interrelation of marketing with other functional departments like sales, HR, and IT, emphasizing product and service differentiation. The conclusion underscores the importance of communication and empowerment within the organization. The document also includes a list of references.

Marketing
Concepts and
Internal Relations

Introduction
 Holistic marketing concept in Marks and Spencer (M & S) is that business marketing concept which considers all parts of the
business as a single entity and gives a common purpose to every activity and person connected with the business.
 In the case of retailers like M & S, it could be restricted only to selling or the marketing concepts. It is due to fact that they operate
for both the purposes. They want goods to move out of the stores as early as possible and for that, they implement the selling
concept where they offer low price and buy one get one offer.

Overview of the Different
Marketing Processes
 Marks and Spencer is a marketing-oriented company and marketing is their only focus
They try to invest the whole amount of money on their brands and services to fulfill the marketing functions, which are primarily and
particularly emphasizing on satisfying the demands of the consumers (Wright, Wright and Kooli, 2016).
 M & S has introduced a promotional strategy to gain the lost share of the market
The company has increased its communication where its aim was to increase confidence within the customers and soon their marketing
campaign not only increased its sales but also worked as a competitive advantage for M & S above other business in the market (Chow,
Lai, and Loi, 2015).
 M & S have increased their distribution of its products.
The current distribution strategy is running fine but it has to be updated. Like Wal-Mart, M&S has also announced a computer-based
distribution channel.

Explanation of the Role and
Responsibilities of a Marketing Manager
 The marketing managers are responsible for the marketing department and so are in charge of the staffs within their department.
They allocate duties and set goals for departmental employees. (Gopaldas, 2015).
 The marketing managers examine the market trends with the target of recognizing the unexploited or new markets for the products
and services of the company.
 The marketing managers have to be efficient in performing their roles and must have excellent communication and analytical
capabilities. The marketing managers are responsible of the entire marketing activities of the companies.

Continued…

Explanation of Marketing Influences
and Interrelation with Other
Functional Departments
 The main functional areas of Marks & Spencer are sales and marketing, human resource and administration and IT support (To,
Martin Jr and Billy, 2015).
 Its business development depends much on the sales and marketing, human resource, as the people and the employee serve the
organization.
 The main feature of the marketing strategy of M & S is the strategy of product and service differentiation. A friendly and
cooperative service has guaranteed the high quality of shopping comfort and convenience to the client.
 M & S has implemented a very thoughtful style of business strategy, which empowers full control of every characteristic of the
business.
 M &S was so effective that it has occupied a large area of the retail market that no other retailers had.

Value and importance of the
marketing role in Marks and
Spencer It is considered to be one of the top retailers in UK
 Walmart is determined to be its greater competitor
 It plays significant role in promoting its business
 It uses mass communication for marketing

Conclusion
 The wider span of control and higher levels of communication has encouraged creativity, initiative and skill to take decisions on
empowerment.
 If the employees refuse to work together or obey the orders of others say, it affects the employment relationship and also output
affecting the business performance of different departments.

References
 Chow, C.W., Lai, J.Y. and Loi, R., 2015. Motivation of travel agents' customer service behavior and organizational citizenship
behavior: The role of leader-member exchange and internal marketing orientation. Tourism Management, 48, pp.362-369.
 Ferdous, A.S. and Polonsky, M., 2014. The impact of frontline employees' perceptions of internal marketing on employee
outcomes. Journal of strategic marketing, 22(4), pp.300-315
 Gopaldas, A., 2015. Creating firm, customer, and societal value: Toward a theory of positive marketing. Journal of Business
Research, 68(12), pp.2446-2451.
 Jamkhaneh, H.B., Pool, J.K., Kazemi, R.V., Mostafavi, M., Shahroudi, H.M. and Khoshkroudi, M.P., 2015. An empirical model for
the barriers to successful implementation of marketing strategies: a fuzzy approach. International Journal of Modelling in
Operations Management, 5(1), pp.33-51.
 Kanyurhi, E.B. and Bugandwa Mungu Akonkwa, D., 2016. Internal marketing, employee job satisfaction, and perceived
organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), pp.773-796.

Continued…
 Kim, J.S., Song, H.J. and Lee, C.K., 2016. Effects of corporate social responsibility and internal marketing on organizational
commitment and turnover intentions. International Journal of Hospitality Management, 55, pp.25-32.
 Kireev, V.S., Nekrasova, M.L., Shevchenko, E.V., Alpatskaya, I.E., Makushkin, S.A. and Povorina, E.V., 2016. Marketing
management as the realization process of research, production and sale activity of the enterprise. International Review of
Management and Marketing, 6(6S), pp.228-234.
 Mokwa, M.P., 2017. The policy characteristics and organizational dynamics of social marketing. In Marketing the Public Sector (pp.
43-55). Routledge.
 Roshani, S., Zad, M.R.K. and Bijarchi, M.H., 2015. The investigation of the effects of internal marketing on the services quality
emphasizing the inter madiate role of organizational citizenship behaviors (case study of Esfarayen city banks). Journal of Scientific
Research and Development, 2(3), pp.203-209.
 To, W.M., Martin Jr, E.F. and Billy, T.W., 2015. Effect of management commitment to internal marketing on employee work
attitude. International Journal of Hospitality Management, 45, pp.14-21.

Continued…
 Tomas, G., Hult, M. and Morgan, A.J., 2015. Total Learning Marketing. In Proceedings of the 1996 Academy of Marketing Science
(AMS) Annual Conference (pp. 138-143). Springer, Cham.
 Wright, L.T., Wright, R. and Kooli, K., 2016. Business marketing concepts and cases. Journal of Business & Industrial
Marketing, 31(8), pp.1017-1018