Marketing Essentials Report: M&S Marketing Plan and Comparison

This report delves into the marketing essentials of M&S, examining key roles, responsibilities, and strategies. It explores market research, segmentation, brand identification, and environmental monitoring. The report analyzes M&S's marketing plans, comparing them with those of Next, applying t...Read More

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2. Roles and responsibilities of marketing related with M&S.............................................3
TASK 2............................................................................................................................................4
P3. Comparison of marketing planning process with respect to M&S and Next by applying
marketing mix.........................................................................................................................4
TASK 3............................................................................................................................................6
P 4 Produces and evaluating marketing plans for M&S.........................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials are mainly related with all role, responsibilities, marketing function,
plans and strategies that are used to achieve the goals and objective of an organisation. All the
tools and techniques which are used to enhance the productivity of an organisation come under
marketing essentials. Segmentations and mix marketing is explained with all necessary factors
related with organisation. In this context M&S is the mentioned organisation that has been
related with the role, responsibilities, strategies, and marketing functions. Along with this the
planning evaluation and making is included here with the reflection of different external and
internal factors. Organisation behaviours and online marketing with its advertisement is also
depicted to show the importance of technology in global marketing.
TASK 1
P1. Key roles and responsibilities of marketing function
Different marketing plans and concepts are developed to execute marketing sales,
promotions and distributions. Over all, functions of marketing are to increase revenues,
productivity, shares and growth of an organisation.
Market strategies- It is done for organisational services. It is prepared according to
requirements of market place. Manager of M&S needs to recognise the actual requirement of
target consumers. It's the primary responsibility of manager to make sure the availability of
goods and products according to current demand of market. Strategies always maintain a balance
between organisation and the market place (Pike, 2015). All the information and updates are
needed to make a good market strategy.
Market research- It provides a major role in planning and execution of products in a
relevant way. Research is needed to find out information and data related with other products and
brands. This tells about needs and requirements of people. It also includes how other companies
are dealing in market. A market comparison is made after research on products. It is very
necessary to consider the fact that there are various competitors of M&S in the market place and
they try to involve various strategies and ways so that they can be able to let M&S down and
attract a wide range of customers.
Market segmentation/division – It is not possible to run an organisation with a single
mode so it is necessary to make different divisions for a productive marketing. There are
different segments like production, promotions and sales department. M&S deals with foods and
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restaurants. A manager should always take care of raw materials which are needed. The way
promotions of products should be handed over promotional department. This is a modern era and
customers have many options; no one is going to ask why this product is eliminated from market.
They will make a shift to other products. Therefore, market segmentation is important according
to demands and choices of customers (Malhotra, 2015).
Brand identification- The name of brand should be identified in a way that it can throw
a positive impact on the customers in market place. All related aspects must be found out of a
famous brand in market. This will give an idea about choices of customers. The main aim of
brand identification is to make its own brand equity in market so that more and more customers
will tend towards value and services of M&S products. Brand equity will provide a reputation
and build a strong value of company among customers. The development of products must be
done in a way so that gaps of other products can be fulfilled.
Monitoring of marketing environment- Apart from the market research, there are many
factors that must be taken into consideration. A manager must have knowledge of these
marketing environmental factors. The changing traits of market, new developments, socio-
economic changes, internal and external factors, political and legal policies related with
organisational process. Analysis of these things will reduce the obstacles during execution of
company products (Fan, Lau and Zhao, 2015.)
Sales support- The main aim of an organisation is to sell their products and fulfil
demands of their customers. For this, there must be collaboration between marketing and sales
department. All possible strategies and actions should be taken to increase the sale of products.
The marketing department can provide high quality marketing advertisement to promote sales.
Many outlets and promotional items are prepared by marketing department that can be offered to
their customers. This may include coupons, vouchers, prize winning contest and many more. To
make this effective, it is very important to communicate with all other managers, sub- category
managers and leaders of organisation. Making of direct contact with the customers can be
enhanced by sales support management.
Events organisation- Organising events is one of the best ways to attract new
customers. A positive set of mind is created by organising different events, seminars,
conferences and customers’ hospitality events. All the possible tries should be made by a
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manager to manage these types of events to promote their company’s products. The prizes and
offers may be given to the customers.
P2. Roles and responsibilities of marketing related with M&S.
Every organisation has their plans and processes. Marketing is considered as the flow of
products, goods and services to consumers and users. All external and internal factors must be
considered for M&S.
Marketing strategies- M&S has many previous strategies in food range. M&S can apply
a wide range of strategies with aspect to their clothing range. The managers may prioritize food
after making modifications in the clothing range. Customers are looking for different kinds of
products. It was customers’ demand that M&S focused on clothing style. The information and
data is collected to make good marketing strategies. It was found that about 42% of customers
are men and half of them are youngsters. There were only 10 % of food sales. M&S tried all
strategies but it was not as much as successful to food marketing (Ottman, 2015).
Market research- Market research means analysis of products and services with respect
to other brands and customers. This includes financial prospective, customer business
prospective, innovation, and learning prospective. In financial research of M&S, it was found
that its revenue reached to 9.7 billion. This financial prospective indicates that the customers are
more attracted towards products of M&S; according to their prospective, it was found that the
logo of M&S must be changed to make it modernise. Customers’ needs some changes from time
to time so that they can experience something new, so it is necessary to have more strong market
research based on customers’ choices.
Market division of M&S- It is not only dealing with a single type of product in market.
It has food items and clothing style products. Both divisions cannot be explored on a single
strategy and planning. They need to find different places, customers and sources for marketing of
both division products separately. The market division cannot mix together; it may give a good
start but not a long-term success. This outcome has already been analysed with clothes division
of M&S. Food department influences the customers to a great extent than the clothing range.
Brand identification is very important for this organisation. Many types of products and brand
have been launched in market. M&S must aware of prices, availability, demand and choices of
customers related with different brands.
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Environmental Monitoring- One of the factors by which M&S is lacking behind and it
is due to no monitoring of its environmental factors. This must follow the marketing changing
trends according to customer’s demand. Something new is expected by the customers and they
also need to understand it. They need to change their old strategies and plan accordingly to
continue being updated to the recent modifications and it has been started by M&S. They have to
find particular places to match the choices of customers with that to the products marketed by
M&S.
Sales support strategies- It is used to enhance the sales of company. There are many
ways through which it can develop its support to the sale of products. Online advertisement is
one of the best options where all products and services would be visible to customers. Social
media should be used to promote the items that are available for 24 hours. Lots of imaginaries
and videos may be uploaded to the social sites related with its products and brands.
Virtual rail is an outfit facility that can be used in stores for customers. This displays the
outfits that can be assessed by users through touch swipe pattern. More advanced machines or
system will be more helpful and challenging for the company development. Browser and order
hubs should be designed by marketing department. Rolling hubs are fixed in stores to attract
particular and specific brand of the stores. This would be very helpful for those customers who
have never seen the online advertisement (Strauss and Frost, 2016.).
One of the defective way or matter of support sales to apply next day collection that helps
to control the most challenging and performing helps to make the proper challenging goals.
Event organisation- Event organisation is the another organisation that helps to control
the process and managing the best possible action plan. It is the another process or goals that
helps to meet the marketing needs and better advanced level in order to meet the challenging
goals.
TASK 2
P3. Comparison of marketing planning process with respect to M&S and Next by applying
marketing mix
Marketing mix is a tool that is applied by an organisation and marketers to achieve set
goals and objectives. M&S applying different methods of marketing mix that covers all 7Ps
Product, price, promotion, place, people, process and physical evidence).
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It is based on the market demographics, products, services, qualities, size of companies and
market size.
Comparison of marketing strategies of M&S with Next is as follows:
Products- Different varieties of products are launched by M&S according to all age groups of
men, women and children (Steenkamp 2017). The women products like skirts, shirts, pumps,
loafers, heels, jewellery, beach bags, sunglasses etc. The famous brands of women are
Autograph, Classic, Indigo, Per Una, Twiggy and Foot Glove. All types of lunch, meal and
dinners are provided by them. Along with these, flowers and gifts are also marketed.
Price-It has quality products ranges from medium price to high. This company also follows
dynamic strategies during seasonal marketing. It gives discount, offers and many schemes over
seasonal items. These offers are not only given during seasonal time but also in festive season
according to demographical conditions.
Place- M&S is an international brand with 1000 stores in over 50 countries. Its major business is
in UK with more than 850 stores. In India, there are about 50+ stores. Other countries like Spain,
Turkey, France, Hungary, Finland is another location where the business market is operated by
M&S (Westwood, 2016). It has a huge expansion of market across the world. It has also its own
marketing website through which customers can buy their products. They are also supported by
the facility of home delivery. On the other hand, competitors are trying to compete with M&S.
Promotion- In comparison of Next Apply, M&S has various promotional strategies and plans
through which it is exploring its products to different regions. These all are used to correct
customers by providing updated information related to products and services. They try to
maintain charm and interests of customers through it. Social media is used by them which help
them to promote their items in international market. They are not behind in direct selling and
promotions of their items. Local and international fare events are managed by them.
Process- The world-wide delivery is made available so that more international expansion of
organisation can take place. Shops of M&S are well organised and decorated than the other one
(Brace 2018). There are separate floors and stores for different products and items so that people
can easily collect their choices. People can easily buy products through M&S website. They can
also claim for the card point during purchase if they are engaged as a loyal customer.
People- Being a huge organisation it has strength of about 83000 employees in all over the
world. Different kinds of training are organised by it to enhance the skill and capability of their
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staffs. They are the most supporting pillar of their organisation. All necessary benefits are
provided to staffs like pensions, life and health insurance along with the purchased shares.
People are given many opportunities to travel the world. They are also allowed to get discount on
M&S products (Baker, 2014).
Physical evidence- In comparison to other Next Apply, it has a lot of physical evidence. Its
expansion across the world with such a huge number of employees tells everything. They are
gradually increasing the number of shops and employees. Pantaloons, Wills life style and other
stores do not have these types of arrangements.
TASK 3
P 4 Produces and evaluating marketing plans for M&S
Executive summary
Marketing Plan is the summary or the concept of overall functional activities of the
company. Present study will be explaining the tools and techniques of marketing plan under
which all kinds of methodologies are consisted such as pestle, swot and segmenting, targeting
and positioning. Further, it will also explain the positive and negative impact of internal external
environment.
Every organisation has its own organisational culture yet they apply different marketing
plans to achieve their objectives and goals. The objective of planning is to provide customer
satisfaction. The quality of goods and services should be given by this organisation so that their
customers do not get shift to other brands. Identification of target customers is the second
objective of an organisation. Market audit is used to review plans, objectives, process and current
activities of an organisation. A successful market audit is very helpful in knowing weaknesses
and strengths of an organisation (Strauss and Frost, 2016.). This is very helpful in easy decision-
making.
An organisation must be clear about their direct customers so that they can make plans
according to that. Mainly, UK people are direct customers of M&S. Mostly all types of planning
are included in this like strategic, budget, long range and analytical planning.
During planning, all factors must be evaluated on the basis of external, internal
environment. M&S must know everything about weaknesses, strengths, opportunities and threats
related to business market.
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Moreover, this can be managed and controlled by using their strengths. All the possible
outcomes should be analysed that may occur due to positive and negative impact of market and
customers.
Other factors like political, economic, sociological, technological and environmental must be
taken into consideration (Kerzner and Kerzner,2017).
Pestle Model
Political- There are any legal policies that have been governed by concerning authorities.
Political factors have ruins the position of company in the industry due to sudden changes in
taxes, democratic factors etc. there are some factors that depends on different national debates
and the initiatives, which the government takes through its political process.
Economical- There must be planning according to economic output customers. In a low
economic country, when government make changes in the structure of country, it affects the
supply and demand of the retailing products.
Sociological- Social nature of a place is determined by the people of that place. Different
cultures are found in different parts of the world. Here M&S has a great chance to explore their
market according to the demand and choices of the different local people. They can get the
information about the local dressings of different places and make a better plan to manufacture
the clothes what they need (Ottman, 2015).
Technological- By using this factor, a great deal of online marketing can be done by the
cited firm where they can also refer using their own marketing sites along with their own pages
in different social media sites. Online payment system should be accepted by M&S so that
payment can be done easily. Advertisement can be presented by using different tools and
techniques to enhance the quality of images and videos.
One of the emerging ideas to open their own online fashion TV show is the promotion of
their own fashionable clothing brand. It may help them to explore their clothing market in
fashion industry. Fashion industry has strong economic power.
Environmental- This factor is necessary to avoid any harm to the environment. M&S
has released a press conference to declare their strategy of being carbon and free smoke and
prevent water from contamination. Zero landfill must be produced from it.
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Legal – It is a factor which concerns about taxation over manufacturing, exporting,
importing and services of goods and items (Tomczak, Reinecke and Kuss, 2018).
Rate of taxation go on increasing and decreasing according to the economic conditions of a
nation. This is one of the big legal factors that must be taken into consideration.
SWOT Analysis
Strength
 It is one of the powerful brand in retail
industry
 M&S has more than 1000+ stores
across overall countries
Weaknesses
 Strong competition
 It involves fake imitation
Opportunity
 New business expansion
 Opportunity to expand new product
segment.
Threats
 Threats involves of rival companies
 Government intervention
Segmentation, Targeting and Positioning
Segmentation: M&S has differentiated itself with different kinds of segments such as
demographic, geographic, psycho graphic and behavioural segments. As per the geographic
segmentation M&S segregates 337 stores in international territories.
Targeting: Targeting is the another planned focus on the UK market in years 2010 top
2013 to 2015 on international markets. Majorly M&S store by the end of 2015. They will also
increase the number of market efficiency level of kind market.
Positioning: Mark & Spenser has maintained the premium brand in the supermarket
industry. They uplift their premium position at every possible time by offering the best sourcefull
manner.
SMART objectives
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Specific: Marketing plan should according to more specific and accurate in order to ensure the
best output results. In this smart goal, it consists what actually has to be done to get final
objective and goals.
Measurable: Objective must be measurable to identify the predictable goals. This measurement
has been done on the basis of quantity, quality frequency and cost etc.
Accurate: objective or marketing plan should be clear and understandable by employees in order
to perform in the best possible manner.
Relevant: Objectives must be same or relevant to the final outcomes. Manager needs to make
sure that weather objectives aligned with the plan or not.
Time: Time of each project should be pre decided. This shows the productivity and opportunity
of the set marketing products.
Budget
Expense Cost
Water & Electricity $200
Technological $100
Lobar cost $400
Functional $600
Marketing $700
Total $200.00
CONCLUSION
Marketing function is all about the business of products and services of an organisation
along with customer satisfaction. In this context, roles and responsibilities of a manager in
organisational marketing and behaviour have been described. Marketing mix with all possible
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factors to enhance the organisation has been listed here with its brief Importance of relationships
of M&S is contrasted with other competitors.
Along with these, tactics applied to the organisation to achieve set objectives and goals
are mentioned here. Apart from this, planning and evaluation of organisation gets affected by
different factors to get informative knowledge. These all information and studies can be applied
for organisational planning and evaluation.
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REFERENCES
Books and Journals
Baker, M. J., 2014. Marketing strategy and management. Palgrave Macmillan.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Steenkamp, J. B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp. 1-18).
Springer Gabler, Wiesbaden.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.
Online
The role of a marketing department. 2018. [Online]. Available
through:<https://www.thehartford.com/business-playbook/in-depth/marketing-department-
role>.
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