Marketing Essentials: M&S Marketing Strategies and Analysis

This report provides an overview of marketing essentials, focusing on Marks & Spencer (M&S). It begins with an introduction to marketing, differentiating between traditional and digital marketing, and highlighting the importance of marketing for business success. The report then examines the concept of marketing, emphasizing its role in customer communication and achieving sales goals. It discusses current and future marketing trends, including social media marketing, retargeting campaigns, and the emerging role of text message and video advertising. The report delves into M&S's marketing processes, including market opportunity analysis, target market selection, and market segmentation. It outlines the roles and responsibilities of a marketing manager, such as customer relationship management and developing marketing strategies, including digital techniques. Furthermore, the report explains how marketing interrelates with other functional departments like Human Resources, Operations Management, and Finance, emphasizing the importance of collaboration for achieving company objectives. Finally, it highlights the significance of the marketing role within M&S, including its contribution to market identification, customer understanding, and revenue generation, concluding with the importance of effective interdepartmental relationships for overall business success. The report also includes a list of references used.

Marketing Essentials

INTRODUCTION
 Marketing is the action or business of promoting as well as selling products and services including
market research and advertising.
 Marketing is the key to achieve success in the market. The marketing in today is entirely different
from the traditional marketing.
 In older days, the marketing and promotional activities are very costly as face to face marketing is
preferred by the company but the time has been change the concept of modern marketing is
introduced.
 Now, It is the era of digital marketing. Digital marketing is one of the best marketing where products
and services are promoted and advertise by using digital technologies. In this present report, Marks
and Spencer will be taken for assessment. It is retail organisation founded in 1884 by Michael Marks.

Concept of marketing
 The marketing is the tool that helps company to communicate product or services directly with
the customers.
 Marketing process helps to fullfill the company marketing needs and lead high sales volume.
 It develops the understanding between customer or company.

Current and future trend of marketing
 Current Trends : as per the modern market marketing new trend is to
socialise the company products through different modes. Present marketing
focusing on the social media marketing, retargeting compaigns etc.
 Future trends: Future ternd of marketing will convert into text message
advertisments, targeted emails, internet video advertisements and internet
video advertisments.

Overview of Different Marketing Processes
There are some steps which Marks and Spencer followed for successful strategic marketing processes
which are as follows-
• Analysis of the opportunities in the market- It is very important to analyse the opportunities in the
market in order to capture the highest market share. Marks and Spencer used to find the needs and
expectation of customers and work according to the same.
• Selection of the target market- It is next step of marketing where the target customers are selected.
Marks and Spencer used to conduct a careful analysis of target markets to select the final
customers.
• Market Segmentation- It is the process where the entire market is divided into different groups of
customers and each group has similar needs, characteristics as well as behaviours.

Roles and Responsibilities of marketing manager in the
company
Customer Relationship Management- It is the responsibilities of marketing manager to make the best
relationship with the customers of the company. They are also responsible for collecting information
from the customers in order to raise the customer satisfaction level. The marketing Manager of Marks
and Spencer are very talents as they used to interact with customers continuously.
Developing Marketing Strategy- It is also the responsibility of marketing manager to develop the best
and effective marketing strategies for their company. The strategy clearly outlined the process of
promotion of products and services. The manager of Marks and Spencer used to promote their
products mainly by using digital techniques.

To be Continued
Conducting Marketing Research
• It is also the role and responsibilities of marketing manager to conduct the marketing research in
order to understand the needs and expectations customers clearly.
• The manager of Marks and Spencer used to identify the new marketing opportunities available in
the market in order to promote the products in more effective way.

Explaining how marketing influence and interrelates with other
functional departments.
Human resource Department
• HR department is the vital functional area that full fill the needs of employees and make
productive team performance.
• Marketing department get several talented and productive employees by recruitment process.
That helps to meet the aims and objectives of the company.
• Marketing department should need to interrelate with HRM to ensure appropriate skills and
staffing levels.

To be Continued
Operations management
• Marketing management needs to work close with operation department in order to fulfil their
some needs.
• Such as to enhance the Research & development planned to identify the current marketing
needs.
• Marketing manager also needs to ensure the orders generated and check time schedule
required for delivery.

To be Continued
Finance department
• For marketing department finance is very much essential to meet out the needs and
availability of the any function.
• Finance department is the need of all other departments within the M&S. Marketing
department focused on sales growth.
• Besides, finance department ensure the company outflows and inflows.

Importance of marketing role in Marks & Spencer.
• Marketing plays the most crucial role within the M&S which identify the market and collect
the information of target customers in order to ensure their needs and wants.
• Marketing is helpful in transferring, exchanging and movement of goods from company to
end consumers. Marketing is more useful for raising and maintaining the standards of the
company in order to stable the market growth.
• Marketing also serviceable for creating employment opportunity for M&S by involving the
functions of selling, buying, financing, transportation and warehousing etc.
• it will be more eventual and long term effecting to measure the proper effective process.

To be Continued
• For M&S marketing department is also useful to create income and revenues by promoting
goods and services into more effective manner.
• Apart from that, it will discover the better growth and challenging and most importantly it
gives the better forming result outcomes.
• Marketing acts as basis for making decisions that helps M&S to build new strategies and goals
for the better outcomes and growth.