Marketing Essentials Report: Marks and Spencer Case Study

Desklib provides solved marketing assignments and past papers to help students succeed.

MARKETING ESSENTIALS
1

Contents
LIST OF FIGURES..........................................................................................................................................3
INTRODUCTION...........................................................................................................................................4
LO1..............................................................................................................................................................5
Roles and Responsibilities of Marketing Function...................................................................................5
Interrelationships with Other Departments............................................................................................7
LO2..............................................................................................................................................................9
Marketing Mix.........................................................................................................................................9
Tactics....................................................................................................................................................11
LO3............................................................................................................................................................13
Marketing Plan......................................................................................................................................13
Executive Summary...........................................................................................................................13
Introduction.......................................................................................................................................13
Situation Analysis...............................................................................................................................14
Marketing Objectives.........................................................................................................................14
Marketing Strategy............................................................................................................................16
Implementation.................................................................................................................................17
Action................................................................................................................................................18
Control...............................................................................................................................................18
CONCLUSION.............................................................................................................................................19
REFERENCES..............................................................................................................................................20
2

LIST OF FIGURES
Figure 1: Marks and Spencer Logo...............................................................................................................4
Figure 2: Marketing Mix............................................................................................................................10
Figure 3: SMART Objectives.......................................................................................................................15
Figure 4: STP Process.................................................................................................................................17
3

INTRODUCTION
Marketing can be defined as the process undertaken by an organization to promote the products and
services manufactured by it (Blythe and Martin, 2019). It includes all the activities that are being
performed in an organization through which the customers can be made aware of the products and
services and they can be influenced to but the same.
Marks and Spencer is a British international retail brand which is most commonly known for its clothing,
food products, and home products. The firm was established in 1884 and has been headquartered in
London. Marks and Spencer have been operating in 57 countries and controls about 1463 stores globally
(Marks and Spencer, 2019). The firm has established its goodwill by selling high-quality clothing and
home and food products. It has increased its reach in several countries through adopting the marketing
function efficiently.
Figure 1: Marks and Spencer Logo
[Source: Marks and Spencer, 2019]
Through this report, the importance of the marketing function has been analyzed. This report would
cover the understanding of key roles and responsibilities of the marketing function and how they
interrelate with the other departments of an organization. This report would also cover the
understanding of the concept of marketing in an organization's context. This report would also cover the
different elements of the market and would determine how their planning leads to the achievement of
the objectives of the organization. Through this report, the different tactics applied by the organization
would also be determined and a basic marketing plan would also be developed for the organization.
4

5

LO1
Marketing is a process through which organizations are able to place their products and services in the
market by using various techniques. The function of marketing consists of four basic concepts which are
combined to achieve the objective of the organization (Baker, 2016). The first concept of marketing is
the production concept that deals with determining the process and operations for the production of
the goods. The second concept is the product concept which determines the range of products that are
to be provided to the customers for consumption. The third concept is the selling concepts which cover
all the key areas for selling the products in the market. The fourth concept is the marketing concept
through which the organization adopts different techniques of promoting the products and services.
Roles and Responsibilities of Marketing Function
Marks and Spencer have been a leader in industry and provides clothing and food products mainly.
Through managing its operations globally, the marketing function stands of huge importance in the
organization. Following are the certain roles which are being played by the marketing in Marks and
Spencer:
 Conducting Market Research
Conducting marketing research is one of the most essential functions that are performed by
Marks and Spencer through the function of marketing (Fahy and Jobber, 2015). The marketing
department of the firm conducts research in the markets and gathers all the relevant
information which would lead the firm in making vital decisions.
 Analyzing Market Information
Marks and Spencer is assisted by its marketing team by analyzing the information which has
been gathered through the market research so that they can take the necessary decisions and
use the information in predicting the acceptability of the product in the market (Churchill, 2017).
Analyzing the decision also helps Marks and Spencer in understanding the needs of the
customers and allows them to provide products likewise.
 Product Development
Marks and Spencer are also assisted in developing the appropriate product for the customers by
analyzing the information through the marketing function. The marketing department ensures
6

that a product is developed so that customers can be highly satisfied and their needs can be
fulfilled.
 Development of Marketing Plan
Marketing by Marks and Spencer also allows them in developing a relevant marketing plan
through which the marketing activities can be strategized and be efficiently performed so that
more customers are attracted towards the brand (Blythe and Martin, 2019).
 Communicating with Customers
One of the most crucial role of marketing in Marks and Spencer is building strong
communication with the customers so that they can develop a better relationship with them
and can understand their problems better so that efficient solutions can be provided to them to
increase their satisfaction level.
The role played by marketing activities that are performed by Marks and Spencer not only lead to
benefitting the organization but also have an impact on the marketing environment of the organization.
These aforementioned functions allow Marks and Spencer in developing a positive working environment
but also create healthy competition in the retail market. Marks and Spencer operates globally and thus
has to perform the marketing function different in context to the areas in which it is performing the
function (Fahy and Jobber, 2015). While conducting the market research, marketing function of Marks
and Spencer considers all the factors that are present in the marketing environment so that their
research can be effectively used for determining the decisions. The market research conducted by Marks
and Spencer not only assist the firm in taking decisions but also represents the condition of the
marketing environment of the firm.
Marks and Spencer strategize different techniques through which they would be promoting their
products. While using different techniques, it has to be ensured by Marks and Spencer that the
marketing environment in the retail market is not disturbed and the techniques maintain healthy
competition in the environment (Baker, 2014). The products that are developed by Marks and Spencer
also have been to ensure according to the social and cultural environment that impact the marketing
environment of the retail market. The methods of communication that are being taken by Marks and
Spencer also develop channels through which customers can contact the firm regarding their issues. This
not only allows the marketing environment in developing their reach to customers but also proposes
innovative ideas through which the problems of customers can be resolved and minimized (Churchill,
2017).
7

Interrelationships with Other Departments
For conducting the marketing function in Marks and Spencer, functional departments of the firm are to
by inter related so that they can operate in the firm. The marketing decisions taken by Marks and
Spencer hold an impact from these departments and have to maintain the harmony of its own working
with that of different functional departments so that higher productivity in the organization can be
ensured (Morgan, 2012). Following is the interrelation of marketing department in Marks and Spencer in
relation to other departments of the firm:
 Human Resource Department
The marketing function of Marks and Spencer has developed a strong relationship with the
human resource department of the firm. For gaining maximum efficiency in the marketing
process of the marketing department, it is required to obtain highly skilled employees who are
being provided by the HR department. The HR department of Marks and Spencer determines
the requirements of the marketing function and hires the right employees so that the
productivity of the marketing department can be maximized (Jobber and Ellis-Chadwick, 2012).
The human resource department also develops the guidelines based upon which the marketing
activities of Marks and Spencer can operate. The efficiency of marketing department allows the
HR department in maintaining the workforce by providing them higher employee satisfaction
among the firm.
 Finance Department
Marks and Spencer have maintained a powerful interrelation between its marketing and finance
departments. The activities that are conducted by the marketing department incur huge costs
which are being provided to them by the finance department. The finance department of Marks
and Spencer records the costs incurred in the marketing activities and examines the results that
have been generated through their impact (Ganesan, 2012). The financial activities of Marks and
Spencer determine the profits that have been earned against the costs that have been made on
the promotional activities that are conducted by the marketing department.
 Productions Department
The production department of Marks and Spencer has to maintain a healthy relationship with
the marketing department of the firm. The marketing department determines its marketing
strategies based upon the efficiency of the productions department and through understand
what they would be producing. Based upon it, the marketing department promotes the
8

products in the market. Thus the production department of Marks and Spencer has to march up
to the expectations that have been set up by the marketing department in the market.
 R&D Department
The research and development of Marks and Spencer also have to maintain a strong relationship
with the marketing department. The R&D department conducts different research programs
through which they can estimate the needs and wants of the customers (Kotler, 2012). These
results allow the marketing department of Marks and Spencer in framing their marketing
activities and adopting different techniques through which customers can be attracted to their
products. The research and development departments also analyze the changes that might
occur in the preference of customers so that the marketing department can necessary steps in
gaining a higher competitive advantage in the market.
 Customer Service Department
The marketing department also has to maintain a strong relationship with the customer service
department. The role of both departments involves dealing directly with the customers.
However, the grievance faced by the customers from the promises faced by the marketing
department of Marks and Spencer has to be tackled by the customer service department
(Churchill, 2017). The customer services department of Marks and Spencer has been providing
solutions to the customers and allows the marketing department in understanding the key areas
that have been causing problems to the customers so that they can take it under consideration
while framing the process of marketing and while dealing with the customers.
Through a strong interrelationship maintained by the marketing function with all the other functional
departments, the higher productivity has been received (Kotler, 2014). Marks and Spencer has been
managing the functions of all these departments and maintaining harmony among them so that the
overall growth of the organization can be ensured.
9

LO2
Marketing Mix
Marketing mix can be defined as the combination of different elements of marketing through which the
profitability of the organization can be ensured. The process of marketing mix involves the development
of the right combination of different elements in marketing so that wider range of customers can be
touched and higher brand value can be created in the market (JAIN, 2017). Marks and Spencer have
been using the concept of the marketing mix so that it can tap a higher number of customers
internationally and provide them with quality products as and when required. Following the application
of the concept of marketing mix by Marks and Spencer:
 Products
A product is the item which is manufactured by the organization that has to be provided to the
customers. Marks and Spencer has a wide range of products that are provided to the customers
for consumption. The product range of Marks and Spencer includes clothing products, home
products, food products, etc. The quality of products that are provided by Marks and Spencer
are high and has led the organization in establishing itself as a brand globally (Saidani and
Sudiarditha, 2019).
 Place
The place is the element of the marketing mix which determines the distribution channel of the
organization. Marks and Spencer have established a wide distribution channel in the world. The
organization has a reach in 57 countries and has established about 1463 stores worldwide. This
strong distribution channel of Marks and Spencer allows the firm in the ability to reach its
products to the customers easily (Mallik and Farhan, 2018).
 Price
Price refers to the cost that has been charged by the organization by the customers in return of
providing the products (Khan, 2014). Marks and Spencer use the pricing strategy based upon the
competitive pricing in the market. Through adopting the competitive pricing of its products,
Marks and Spencer are able to compete in the market and establish itself as a high street store.
This not only attracts the customers but also allows the firm in sustaining in the rigid
competition it faces internationally.
10

Figure 2: Marketing Mix
[Source: Saidani and Sudiarditha, 2019]
 Promotion
Promotion refers to the promotional activities that are performed by the organization to attract
the customers towards its products. Marks and Spencer operated in 57 countries and thus has
to adopt different marketing strategy for different location based upon the cultural and social
factors impacting the customers (Londhe, 2014). However, Marks and Spencer have been
known for extensively promoting its products by establishing itself as a high street brand.
 Process
Process of the marketing mix refers to the system of an organization for the execution of the
product. Marks and Spencer have ensured that the process that is adopted by the firm gain
higher efficiency and uses various techniques through which their higher productivity can be
ensured (Saidani and Sudiarditha, 2019). The process of Marks and Spencer ensure that the
products provide equal satisfaction to the customers and assist in creating a higher brand value
of the firm in the market.
 Physical Evidence
Physical evidence can be considered as the physical appearance of the products and the firm in
the market (Khan, 2014). Marks and Spencer have ensured that being a part of the clothing
industry, the physical appearances provided by its products highly satisfy the customers and are
based upon the latest trends in the industry. Also, the physical evidence of the food and home
11

products allows the customers in differentiating their products from that of the competitors and
establish a unique identity of the firm in the minds of the consumers.
 People
People refer to all those people that are related to the organization. The people in Marks
Spencer include its customers, employees, customer services and all the stakeholders. It is
important for Marks and Spencer to maintain good relations among the people and provide
them higher satisfaction so that they can operate easily in the industry (Mallik and Farhan,
2018). The employees of Marks and Spencer are taken care of by the organization by constantly
motivating them and training them to deal with the changing environment. The customers are
also taken care of by Marks and Spencer by serving them with high quality of products and
delivering a huge level of satisfaction. The stakeholders are also satisfied by Marks and Spencer
by growing constantly and providing them with higher profitability through its business.
Tactics
Through understanding the elements of the marketing mix, Marks and Spencer have been able to
provide the right combination of products to the customers and gain their satisfaction across the globe.
However, there are various other tactics that are being used by Marks and Spencer to attain its
organizational objectives (Kotler, 2012). These tactics have a strong impact on the efficiency of the
functions performed by Marks and Spencer. The tactics used by Marks and Spencer for attaining its
objectives have been described in the following:
 Coordination
Coordination is one of the most essential tactics which is being used by Marks and Spencer in
the attainment of its organizational objective. Being a multinational firm, there are different
locations which are to be managed by Marks and Spencer altogether. Thus, coordination among
all the different operational areas allows Marks and Spencer in managing its international
business (Lam, 2016). The coordination is also maintained by Marks and Spencer within its
organization through which it can streamline the efforts of employees in the direction of
attaining the objective of the organization. Also, coordinating among the different functions that
are performed in Marks and Spencer allows the firm in minimizing the costs and gaining higher
efficiency of the functional activities.
 Time Management
12