Marketing Essentials Report: M&S Marketing Department Analysis, 2024

This report provides a comprehensive analysis of the marketing essentials within the context of Marks & Spencer (M&S). It begins with an introduction to marketing and the company, established in 1884, which operates in the retail sector and deals with clothing, home products, and food. The report explores the roles and responsibilities of the marketing department, including launching campaigns, improving sales and growth, enhancing brand value, and improving company image and brand loyalty. It then examines the interrelationship of the marketing department with other functional departments like sales, public relations, human resources, operations, logistics, and finance. The report also delves into the marketing mix factors, including product, price, place, promotion, people, process, and physical evidence. Finally, it discusses the development of a suitable marketing plan for M&S, concluding with a summary of the key findings and insights related to the company's marketing strategies and performance.

Marketing Essentials

Table of Contents
INTRODUCTION.................................................................................................................................3
LO1........................................................................................................................................................3
P1. Roles and responsibilities of the marketing department...............................................................3
P2. Interrelationship of marketing department with other functional department..............................5
LO2........................................................................................................................................................8
P3. Marketing mix factors..................................................................................................................8
LO3......................................................................................................................................................10
P4. Marketing Plan...........................................................................................................................10
CONCLUSION................................................................................................................................11
REFERENCES....................................................................................................................................12

INTRODUCTION
Marketing is defined as a process to promote company’s products and services in the
target market. This report is based on the case study of Marks and Spencer Company in
respect to its marketing essentials. Company was established in the year 1884 by the founders
Michael Marks and Thomas Spencer. Company operate its business operations in retail sector
and currently dealing in high quality clothing, home products and food products. Company
carry the business operations at more than 1400 locations all across the globe. Company is
also listed in London Stock Exchange. In this report marketing activities of the company will
be discussed in the brief. Henceforth, report will emphasis on different roles and
responsibilities marketing department play in the company. Interrelationship of marketing
department with other functional department will also discuss in this report. How the
organisation utilises elements associated with marketing mix will also discuss in this report.
Furthermore, report will also discuss the suitable marketing plan.
LO1
P1. Roles and responsibilities of the marketing department
Marketing department play an important role in the Marks and Spencer Company.
Role of marketing department can be projected in the following points.
Launch marketing campaigns: Marketing department in Marks and Spencer Company play
the huge role in launching different marketing campaigns. Marketing play an important role
for company in improving its potential of doing business operations. With the support of
marketing campaigns launch by the marketing department of company organisation achieve
all its sales targets. Marketing team project all essentials about the products of company in its
marketing campaigns. Marketing campaigns launch by the marketing team supports company
in improving its growth potentials.
Improve company sales: Marketing team of the company play a crucial role in improving
the sales potentials of the company in the market. Marketing team projects all important
factors that make the products look dynamic in the market and also project all utility about
the products (Abtin and Pouramiri, 2016). All such aspects of the marketing improving the
potentials of the Marks and Spencer Company to sale company’s products in the market.
With the support of marketing campaigns company could meet all its sales targets every year.

Improve growth of company: Marketing team play an effective role in improving the
growth of the company in the market. Growth directly relates to company’s sales potentials.
Marketing team launches differently campaigns that have supported Marks and Spencer
Company in establishing a unique brand image in the market. All such campaigns have
enabled company to establish a unique brand image in the market. Brand image plays a huge
role for the company in selling its products easily in the market. As per the recent statistics it
is stated that the company is growing at the rate of more than 5% every year (Ahmad and Al-
Yamani, 2018). Constant efforts of marketing team towards polishing company’s brand
image has supported company in improving its sales potentials which further channelizes into
effective growth rate of company every year.
Improving brand value: Marketing team play a huge role in improving the brand value of
the company in the market. Brand value is an important tool that support company in
achieving all its objectives (Barbu, Buzoianu and Margina, 2017). Marketing department of
company plays role in channelizing different marketing campaigns of company that supports
company in improving its brand value. Over the period of time marketing department of the
Marks and Spencer Company has channelled man marketing campaigns that has supported
company in improving its brand value in the market.
Improve company image: Marketing department of the company play a huge role in
improving the brad image of the Marks and Spencer Company in the market. Company
launch different marketing advertisement with the support of its marketing team to polish
company’s image in the market. Company’s image plays a huge role in influencing
customer’s decision making process towards buying company’s products. All the marketing
and promotional activity marketing department conducts influences sales team of company to
attract customers easily towards buying company’s products.
Improving brand loyalty: Brand loyalty is a huge factor that plays a role in improving the
brand value of company in market. Brand loyalty is an important element that influences the
buying decision of customers (Campbell and Thompson, 2018). Brand loyalty sustains
customer base of company for the longer time. It also provides company a base that support
in taking competitive advantages in the market. With the support of different marketing
activities launches by marketing department of Marks and Spencer Company has supported
company in enhancing the brand loyalty of company in market. Brand loyalty of the company

has supported company in achieving all its objectives and targets every year from conducting
business operations.
The above mentioned roles are among the key roles and responsibilities marketing
department play as a part of its functional activities. Apart from the above mentioned roles
and responsibilities marketing department play other roles like improving customer
relationship, solving issues, improving customer connectivity and other effective roles that
improves the brand value of company in market. Functions performed by the marketing team
dominate company in achieving all its objectives. Sales of company directly attached with the
profitability of company. All campaigns and functional activity marketing team play in
company play a huge role for the company in achieving all its profitability targets.
Profitability of company has a direct connection with the stakeholder trust in respect to
company’s operations and leadership. It can be stated that marketing department is among the
key functional department Marks and Spencer Company’s organisation hierarchy posses
which play a role in achieving all objectives behind conducting business operations.
P2. Interrelationship of marketing department with other functional department
Marks and Spencer Company’s organisation hierarchy is segregated into different
functional departments. On the basis of nature of operations all functional activity of the
company is distributed into various departments. All departments put collaborative efforts to
achieve all objectives of the company. Interrelationship of marketing department with other
functional department can be projected in the following manner.
Marketing and sales department: Marketing department and sales department are
interrelated with each others. Both the departments put collaborative efforts to achieve all
objectives of company. Sales department of the Marks and Spencer Company launches
different promotional campaigns with the support of marketing department of company. All
such campaigns launches by marketing department play huge role in achieving all objectives
of the company. Marketing department monitor and control all such promotional activities on
behalf of the sales department in the company (Chan and Astari, 2017). These campaigns
launches by the department supports sales department in achieving all objectives and sales
targets of the company. Sales department also support marketing department of company in
providing all necessary information in regards to launching promotional campaigns of the
company. Marketing department collects precise information about the products of the

company from the sales department so that reliable marketing campaigns can be launched by
the company.
Marketing and public relation department: Marketing department and public relation
department are immensely interconnected with each other in respect to performing individual
roles and responsibilities in the company. Both the department conducts the interaction with
the potential customers of the company. Public relation department of company take support
from the marketing team about the potential customers of the company (Conick, 2017).
Marketing department also provide necessary information about the competitors of the
company to the public relation department. The information provides by the marketing
department allows public relation department to perform the duty effectively. Public relation
department of company launch different campaigns with the support of marketing team of the
company in respect to conducting its functional activity.
Marketing and Human resources department: Marketing department and human resource
department put the collaborative efforts to meet each other objectives. Human resource
department in the company launch different recruitment advertisement with the support of
marketing department of company. Marketing team launch and control the entire campaigns
so that human resource department can meet up all its objectives. This supports company in
making the work force of company diversified in nature (Hurwitz and et.al., 2016). Human
resource department of company provide effective and skilled human resource to the
marketing department so that different functional activity of the marketing department can be
meeting up. As the marketing department of company needs skilful human resources who can
monitor and control different marketing activity of the company. Human resource department
also plan skill development programs time to time on the basis of the requirements of the
marketing department of the company These skill and employee development campaigns
allows company to improve the skills of employees part of the marketing department.
Marketing and operation department: Marketing and operation departments are also
interconnected with each other. Both the department works together to meet objectives of the
each other department. Marketing department of the company provide relevant information to
the operation department about the market and current fashion and trend. Operation
department of the company conduct its functional activities on the basis of the information
served by the marketing department. Marketing team of the company also conduct precise

market research which also supports operation department of company to perform all its roles
and responsibilities in the company.
Marketing and logistic department: Marketing department and logistic department also
interconnected with each other in order to perform individual roles in the company.
Mar5keting team support logistic department to perform its actions. Both the departments are
not directly interconnected with each and other and also not carry the Styron dependence over
each other but still both department are inter related t each other. Logistic department utilises
research conducted by marketing department about the customers of the company and the
competitors of the company. The research conducted by marketing department allows
logistics department to ensure the proper availability of the trendy and fashionable products in
all stores of the Marks and Spencer Company.
Marketing and finance department: Marketing and finance department is also
interconnected with each other in order to perform each other roles in the company.
Marketing department provide precise information by conducting research over the market
and the key competitors of the company. This research conducted by the marketing
department allows finance department of company to make investment decisions in respect o
expanding the business operations of the company (Islam, 2019). Finance department also
make decisions in respect to making strategic partnerships and alliances with other key
competitors and distributes networks. The research conducted by marketing team supports
finance department to collect required information about all such stakeholders that can help in
making investment decision of company. Finance department also supports marketing
department by allocating suitable budget for conducting various promotional activity of the
company. Finance department provide budget to the marketing department so that all
campaigns of the company can be effectively controlled and monitored by the marketing
department of the company.
The above mentioned points have projected the interrelationship of marketing
department with other functional department of the Marks and Spencer Company. As the
company is distributed into multiple departments it is essential for the company that all
functional department of the company put collaborative efforts to meet each other’s
responsibilities so that all objectives of the company can be achieved by the company.

LO2
P3. Marketing mix factors
Marketing mix can be projected as the different element of the company that supports
marketing team to frame precise marketing campaign of the company. The concept of the
marketing mix comprises with factors like product, price, place, promotion, people, process
and physical evidence.
Product: Product is an important elements part of the marketing mix. Marks and Spencer
Company engaged with selling in high quality clothing products, food product and home
products. Company serves all top brands part of the retail sector. Company’s product
portfolio is well diversified in nature. Brands like Per UNA, Autograph, Limited, Rosie, Blue
Harbour and many other brands part of the retail sector. All such products allow company to
cater all needs and requirements of the potential customers of company. Product involve in
marketing mix put a huge impact over the presence of the Marks and Spencer Company in the
market. Customers in market look up for the product portfolio of company before entering in
the stores of company. Due to effective and attractive product portfolio of company
management could effectively attract key and potential customer base that can support
company’s sales targets.
Price: Price is a key tool associated with the concept of marketing mix. Price is among the
key factor part of the decision making process of the customer while making buying
decisions. Customers all across the globe look for attractive and quality products in the most
affordable price range. Management of the Marks and Spencer Company aims to give the best
customer experience in the most affordable price range (Išoraitė, 2016). Company serves all
its retail products’ in the most affordable p[rice structure which also supports company in
taking competitive advantages in the market. Company also launches different discounts
offers time to time on special occasions to attract customers. These discount offers given by
company also make the products of company more affordable for the customers. Due to its
price ranges company’s potential customer base also comprises with middle class background
peoples. This has also supported company’s growth rate in the market.
Place: Marks and Spencer Company conducting its business operations from the year 1884.
Over the period of time company has continuously expand its business operations. Today
company is associated with more than 1400 locations all across the globe. This can be
projected as the key strength of the company that allows company to take competitive

advantages in the market. Management of Marks and Spencer Company also make expansion
policies and strategies that can support company in further expansion of the business of
company so that more customers in the world can be served. Company also sale its products
over internet. E-commerce is also an emerging place to operate business operations. Marks
and Spencer Company also active over internet network to sale its products. Company is
among the top brand over e-commerce trades to sale its products. After the inclusion of e-
commerce trade of the company growth rate of company has also boosted at different level.
Promotion: Promotion involves all such tools and strategies company use to promote its
products and brand. Marks and Spencer Company is well known for its promotional
campaigns. Marketing team of the company launches marketing campaigns of the company at
all key promotional channels (Mailankody and Prasad, 2017). Department channelizes the
marketing campaigns at all radio channels, television networks, internet, digital mediums,
social media sites and other platforms. Company also use holdings to promote its products
and brand. Diversification ion the promotions of company allows Marks and Spencer
Company to polish the brand image of company in market.
People: People involve potential customers of company. Due to its pricing strategies
company could attract all economic background peoples. Company also attract the social
classes associated with the society. Company also deals in all sexuality and gender
background in society. It can be projected that company is able to serve all background and
category belongs to retail market.
Process: Process is the factor that project that policies of company in forming are marketing
ad sales activity. Company channelizes all segmentation, targeting and positions strategies
that can support company’s sales targets and objectives (Schneider and et.al., 2017).
Company use behavioural segmentation process. Targeting involve all social background
peoples.
Physical evidence: Company ensures proper geniuses in its products. Company has made the
special team that ensure proper assurance in the products offers by Marks and Spencer
Company. In case of frauds company take strict actions to deal with the situation. Customer
satisfaction is among the top priorities of the company.
The above mentioned factors are the part of the marketing mix concepts. Company
consider all such elements while framing its marketing strategies.

Marks and Spencer Tesco
Product Marks and Spencer Company
offer wide range of products
in all segments of retail as
compare to Tesco Company.
Company offers all top
brands in clothing and other
retail products.
Tesco Company serves
limited range of products as
compare to Marks and
Spencer Company.
Price Marks and Spencer offer the
best quality products in the
most affordable price range.
Tesco offers high price as
compare to Marks and
Spencer.
Place Marks and Spencer owns its
stores at approximately
14000 locations across the
globe.
Tesco owns stores at
approximately 5000 locations
across the globe.
Promotion Company keeps a high
marketing budget.
It usage mediums like social
media, search engine, radio
and other modern technique
of promotion.
Tesco still give priority to
tradition promotion
techniques.
People Company target to each
customer category
irrespective of gender or age.
Tesco products are limited so
company do not effective
meet the need of different
customer group.
Process Marks and Spencer follow
the wide process like
research, STP and all other
key processes for promotions
as compare to Tesco
Company.
Due to limited promotion
budget company do not
approach to each process
involve in promotion.

Physical evidence Company give huge priority
to physical evidence as
compare to Tesco.
Company do not give much
emphasis on physical
evidence.
LO3
P4. Marketing Plan
Objectives
 To improve the brand value of company in retail sector.
 To create the strong dominance of company in market.
 To expand the growth rate of company in market.
 To improve the customer satisfaction rate.
SWOT Analysis
Strength:
 High promotion budget.
 High brand value.
 All technological advancement.
Weakness:
 Lack of uniqueness in marketing.
 Inexperience in modern promotion techniques.
Opportunity:
 Expand market share.
 Digital marketing.
Threat:
 Competition.
Strategies
Marketing department will channelize following strategies to conduct its promotional
activities of company.
Digital marketing: Company will use digital marketing for conducting its promotional
activities. Digital marketing involves channelizing marketing campaigns of company at

different social media network and other marketing platforms (Shukla and Sanghvi, 2017).
This is a key strategic tool Marks and Spencer Company will use to promote its products.
Radio and television marketing: Company will also use radio and television marketing to
achieve all objectives behind the marketing campaigns. Radio and television is an traditional
marketing approach but stile generate effective returns out of the marketing activity of
company.
Search engine optimisation: Marketing department of the Marks and Spence Company will
channelizes search engine optimisation for conducting promotion activity of company (Singh
and Crisafulli, 2019). This is an effective approach that supports company in improving its
brand value and customer loyalty in the market. In this approach company will channelizes
internet to promote the brand value of company.
Sponsorship: Sponsorship is also a part of the marketing campaigns of company. In this
strategy company will sponsor its products with the support of famous peoples. This is an
effective technique to conduct promotional activity of company.
STP Analysis
Segmentation: Company will follow demographic segmentation in this marketing plan. This
would allow company to cover all its target customer base.
Targeting: Company will target its customers over social media, radio, television and
internet.
Positioning: Company will position its products over social media and internet.
Marketing mix
Product: Company will involve all its products in its marketing campaign.
Price: Marks and Spencer is not changing its pricing strategy in its marketing campaign.
Place: Company will launch this marketing campaign at all its business locations across the
globe.
Promotion: Company will promote its products over social media, radio, television and
internet.
People: Company will target all types of customer category in its marketing activity.
Physical evidence: Company will also support physical evidence in marketing.
Process: Company has followed the precise process for this marketing campaign.
Control and evaluation
Company has framed a special team to control the entire marketing campaigns. This
team make necessary changes in the campaigns during the monitoring of the campaign.
Budget