Marketing Essentials Report: M&S, Marketing Functions and Strategies

This report delves into the core concepts of marketing, using Marks & Spencer (M&S) as a case study. It begins by defining marketing and highlighting its importance in organizations, emphasizing its role in promoting products, understanding customer needs, and driving sales. The report then explores the key roles and responsibilities of marketing functions, including market research, strategy formulation, and communication. It examines the external environment influencing M&S's marketing activities, employing a PESTLE analysis to assess political, economic, social-cultural, technological, legal, and environmental factors. Furthermore, the report outlines the structure and operations of a marketing department, including the roles of market research, planning, sales, and promotion. It differentiates between B2B and B2C marketing, detailing the responsibilities of a marketing manager. The report also analyzes the interrelationship between marketing and other functional units, such as sales, and concludes with a discussion of marketing mix elements and the development of a basic marketing plan. The report provides a comprehensive overview of marketing principles and their practical application within a real-world business context.

Marketing Essentials

Table of Contents
Introduction .........................................................................................................................................3
TASK 1.................................................................................................................................................3
Key roles and responsibilities of marketing functions ....................................................................3
External environment influencing marketing activity ....................................................................5
Structure and operations of marketing department..........................................................................6
Roles & Responsibilities of marketing............................................................................................7
Interrelationship of marketing and functional units.........................................................................8
Task 2 ...................................................................................................................................................9
Produce and evaluate basic marketing plan.....................................................................................9
CONCLUSION..................................................................................................................................14
REFERENCES...................................................................................................................................15

Introduction
Marketing is the activity, set of institutions and processes for creating, communicating,
delivering and exchanging offering that have value for customers, clients, partners and society at
large. It is important department of organization because they promote the buying, selling and
delivering of product and services to customers and other business (Cunningham, 2019). Through
this department and function of organization helps to improve and develop business, and they also
increase sales and profit. It plays vital role in an any organization. They conduct marketing research
to evaluate and analyse competition and understand to choice and wants of customers. This process
responsible for identifying, anticipating and satisfying customer requirements profitably. This report
includes marks and Spencer organization. This organization is a retail public limited company that
was founded in 1884 by Michael marks. It headquarters situated in London. They operate their
business at global level. 80787 employees are engaged in this organization. Marks and Spencers
provide products to customers like clothing, home products and food products. This report will be
covers roles and responsibilities of marketing function in organi9zation, these roles and
responsibility relate with wider organizational context. It will be also includes comparison of
marketing mix of different organization and marketing plan.
TASK 1
Key roles and responsibilities of marketing functions
Marketing is defined as the set of activities or processes for building the brand awareness
about the offerings of the company in the target market (Baker, 2016). This is related to
communicating the information about products and services of the company amongst the target
audience.
From the definition, characteristics of marketing are as follows :
 It is an organisation wide function which means that it is does not take place in isolation, its
an function of organisation in whole rather just the function of marketing department. There
is a close interrelatedness in all of the departments with marketing in M&S.
 Communicating the information about the brand in the general public is one its
characteristics.
 Market research for assessing the needs and requirements of the customers for informing
other departments regarding how activities are to be taken within company for satisfying the
requirements of the target audience.
 Customer satisfaction is the ultimate aim of marketing by delivery them the products and

services in as per the demands and requirements of customers through which it becomes
able to enhance organisation's brand image and public relations (De Mooij, 2018).
Marketing concept refers to the philosophy which states that an organisation must analyse
the requirements of the customers and then form decisions regarding production and selling for
meeting those requirements and expectations. There are basic five types of marketing concepts that
has evolved over the years such as :
Illustration 1: Marketing concepts
(Source : 5 Marketing Concepts Explained with Examples, 2017)
Production concept :
This is the oldest concept which believes that customers prefers the products and services
which are reasonably affordable and conveniently accessible. This concept throw light on the fact
that increase in the production of goods and services can lower the cost of production.
Product concept :
This concept relies on the fact that customers are only concerned with the quality of the
goods and rules out the claims of production concept. This concept is unattractive because it fails to
attract those customers whose purchasing decision is based on price of product.
Selling concept :
This concept is focuses on sales of the product. This concept believes in increasing the sales
regardless of the quality or the expectations of the customers.
Marketing concept :

The concept revolves around the customers and all the operations of the company are
undertaken by keeping the needs and requirements of customers in mind. The purpose is to serve
exactly the kind of products which are demanded by the consumers.
M&S follows this concept where it continuously makes the effort for assessing the
information regarding the preferences, needs and wants of the customers and delivering the services
as per their needs.
Societal marketing concept :
This is the latest marketing concept in which a lot of focus is concentrated on enhancing the
well being of society in general. This concept lay emphasis on including ethical practises into the
marketing activities of companies.
External environment influencing marketing activity
It is very important for every business organisation to have in depth knowledge about the factors
which are creating negative impact on the working of business operations of Marks and Spencer.
PESTLE analysis has been done for better understanding of factors which are influencing the
marketing activity of M&S are as follows:
1. Political Factors – Marks and Spencer has to face changing government as well as taxation
policy in different countries in which it is having its business operations. Also, by entering
in free trade agreements it has to decreased it sourcing cost which indirectly increases the
cost of products and services.
2. Economical Factors – Policies and strategies framed by competitors affects the profitability
as well as performance level of every business organisation. M&S has to face its competitor
discounted pricing policy. But it has always focuses on high quality with affordable pricing
policy (Tsangas and et.al., 2019).
3. Socio – Cultural Factors - It includes factors such as demographic conditions, education
level, cultural environment, beliefs and attitudes. By understanding the customer values,
M&S has design its products and services accordingly for gaining competitive edge.
4. Technological Factors - With the help of recent technological advancements and
development of production department, it has created both ease for the customers and has
made capable of surviving. For remaining competitive, M&S has to adapt to new and better
improved production and manufacturing processes, concepts or techniques.
5. Legal Factors – Every company should always make compliance of applicable business
laws, regulation and provisions for remaining competitive. Also, adhering of proper
guidelines and standards can help in gaining marketing opportunities.

6. Environmental Factors - It is related with factors such as weather, pollution of air & water,
climatic changes. M&S has always emphasizes on sustainability features and adhere to laws
and rules related to environment pollution. Also, it has ensures that there is minimum
wastage of natural resources and proper use of energy is been done.
Structure and operations of marketing department
Operations of marketing department - Marketing department has been structured in a
manner which facilitates high growth and revenue to the business organisation. The structure of the
marketing department of every company depends according to the individual company and its
operations (Balmer, Abratt and Kleyn, 2016). A marketing manager of M&S has the responsibility
related to carrying on the marketing strategy in an effective manner for the betterment of the
business goals and objectives. The marketing department has to perform its operations including
focusing on creation of marketing messages and narrations, adopting the best mediums for making
promotional activities such as website advertisement and print advertising. Also, it emphasizes on
carrying out marketing campaigns and programs so as to reach the targeted audience of Marks and
Spencer.
Structure of marketing department – The structure of marketing department consist of
following heads:

(Marketing structure, 2019)
1. Market Research -It is considered as one of the most important unit of business organisation
as it facilitates the company which current market trends and customer demands. Also, with
the help of market research, Marks and Spencer has been able to achieve high market share
and profitability as well.
2. Planner - By formulating sound business and operational strategies, plans and policies
marketing department of Marks and Spencer has been able to gain competitive advantages.
By making proper plan, allocation of business and financial resource as per the requirement
of business department can be made and cost expenses can be minimized (Kim, Shin and
Min, 2016).
3. Sales – One of the most important business aims is to increase its sales margin with better
improved business operations. The Marks and Spencer has been able to increase its sales by
delivering high quality products and services with affordable pricing.
4. Advertisement and promotional – For making effective promotional and advertisement
activities, it is better to have adaption of new improved techniques. By choosing correct
medium of advertisement, M&S has been able to introduce its products in the market.
5. Services -This department of M&S has focused on improving its service quality for making
high profit margins. Standards and norms are made according to which production and
manufacturing process are carried on.
B2B marketing stands for business to business marketing. It is a process in which marketing
is done for business or commercial purpose such as for production, resale, supplies etc. The
manager in B2B business has responsibility related to leading, contributing to projects which assist
in increase in business growth and revenue part. B2C marketing is related with the process of
advertisement or strategies used by the manager for promoting the products and services of its own
company to the public at large. Following are the roles and responsibilities which a marketing
manager should perform:
Roles & Responsibilities of marketing
It is the duty of marketing manager to have proper control over the financial assets and resources of
the business i.e. proper allocation of funds resources as per the requirements of different business
department (Morgan and et.al., 2019).
1. Formulation of marketing strategy – It is very important to have a sound and effective
strategies, plans formulated by Marks and Spencer related to marketing aspect for the
betterment of business as a whole. It assists in successful attainment of business goals as per
the strategies made.

2. Conducting thorough market research – By having proper marketing research and survey,
M&S has been able to assess the current market trends and customer demand. It helps in
designing of products and services as per the needs and thus help in gaining competitive
advantages (Kingsnorth, 2019).
3. Communication of information within and outside organisation – By having full and
complete knowledge about internal as well as external business can help in assessing of
opportunities and threats. Also, it assists M&S in taking preventive measures for
overcoming this.
4. Enhancing brand image – By having effective marketing strategies, M&S has been able to
develop a brand image in the market and among its customers by delivering good and best
quality products.
5. Promoting and marketing products – One of the most important feature for every
business organisation to achieve market share is related to the promotional and
advertisement activities of its products and services.
6. Supporting sales team – By adopting effective marketing strategies and plans, M&S has
been able to increase its sales margin. It has also focuses on meeting its customers demand
by rendering quality service.
Marketing function – The marketing functions basically related to the process of strategy
management, conducting marketing research and survey, product developments, distribution &
human resource department etc. The marketing functions helps in promoting growth and success of
the business organization. For achieving high market growth, the marketing department of Marks
and Spencer has to perform various functions related to exchange of its products and services. With
the help of proper strategies and plans Marks and Spencer can increase its revenue, market share
and profitability along with meeting of the customer satisfaction level. This helps the company in
establishing loyal and strong customer base.
Interrelationship of marketing and functional units
For every business organisation, marketing is one of the most important business tool which
assist in gaining high profitability as well as performance level. The main functions of marketing
department of Marks and Spencer are related to the distribution factor, market research, formulation
of prices, financial assistance, product and resource management. Also, it has focuses on the
promotional activities and satisfying the needs of its consumers by delivering quality products.
1. Sales Department – If the marketing department of each company is performing at its best

level, then sales of the business can be increased. By providing customized products at
affordable prices, Marks and Spencer has been able to increase its profit. Also, by offering
discounted price along with good advertisement can help sales department in boosting sales.
2. Finance Department – By having proper procurement and allocation of its business and
financial resources, Marks and Spencer can make its effective utilization of it. Also, by
adopting sound and better financial plan, company can make proper its effective use
(Lovelock and Patterson, 2015).
3. Research and development Department – By conducting regular and timely market survey
or research, Marks and Spencer has been able to access the current market trends and
demands. Also, it has been able to make its production and manufacturing process
accordingly for making high profit margin and for meeting customer expectations as well.
4. Production Department – With the help of marketing tools, Marks and Spencer has been
able to increase its productivity and thereby profitability as well. For improving production
function, it is very important to adopt new business process and concepts.
Task 2
Produce and evaluate basic marketing plan.
Marketing plan is a report that outlines marketing strategies for the coming year, quarter and
month. This plan includes overview of business marketing and advertisement goal. This plan is
implement by marks and Spencer to generate leads and reach its target market. Through this plan
marketing department of organization make plan and implement in market to promote and develop
new product and services.
Executive summary :-
Marks and Spencer is a retail organization that provide quality of clothes, home product and
food products. It launched flavoured healthy drink, so they followed marking plan to develop and
promote their products. This plan was included aim and objective behind launch of flavoured
healthy drink, situation analysis also done through this plan that included swot analysis and pestle
analysis. Both tool was used by marks and Spencer to evaluate internal and external environment
because factors of both environment put direct effect on organizational performance, profit and
sales. Marketing mix also included and it contain 7 p's. Segmentation, targeting and positioning
provide helps to mark and Spencer to segment group of people that they have same choice and taste.
So this model make easy to deliver product according to needs and wants of people (Melchiorre and
Johnson, 2017). Plan of marketing is very effectively manage and develop products and services
that useful to implement in market.
Aim :-

To increase sales and profit of organization through provide flavoured healthy drink and
satisfaction at affordable price to customers.
Objective :-
 To increase market share by 15 % within 1 year of time.
 To increase 25 % profit of organization.
 To raise sales through provide flavoured healthy drink at affordable price.
Segmentation, targeting and positioning (STP) :-
STP process is an important concept is the study and application of marketing. STP stands for
segmentation, targeting and positioning. This is a familiar strategic approach to modern marketing
techniques. Through this model marks and Spencer understand choice and wants of customers and
then segment to them in different groups for targeting easily and deliver flavoured healthy drink.
Segmentation :- marks and Spencer launch flavoured healthy drink so through this element
organization segment to market and customers which involves different groups that have common
needs and characteristics. They segment according to different aspects like demographic, age,
income and gender. Marks and Spencer categorized on the basis of these factors. So this process
make easy to understand needs and wants of them and deliver products easily (Scott and Scott,
2016). According to demographic it delivers easily in particular area and floured healthy drink can
consume by all age group and gender of people because included ingredients in product are very
hygienic.
Targeting :- After segmentation marks and Spencer determine which segment they have to
target. So they analyse different factors such as the profitability and effectiveness of every segment,
analyse potential growth and size of every segment. Organization serve to needs of particular
segments. It means M&S evaluate and analyse that which segment give more profit and increase
sale of flavoured healthy drink. So they target to all age group of people and income segment.
Positioning :- this is a final step of this model and it is important. Through these marks and
Spencer offer product to target most important group of customers. They position to flavoured
healthy drink in attractive manner compare than to competitor. It identifies the unique selling
proposition and then make position plan for understanding that how to customers perceive products
and services. This step also helps in understand problem and offering will solve. M&S position to
flavoured healthy drink through online delivery. They provide products to customers by online that
helps in save time of people.
Situation analysis :-
Marks and Spencer does situation analysis because many factors are present in internals and
environment that put effect organizational performance. They use pestle analysis tool to evaluate
and analyse of external environmental factors and these factors put effect on organization but it is

not controllable. Pestle stands for P- political, E- economic, S- social, T- technological, L- legal and
E- environmental factors.
Political factors :- this factor is majorly affects to marks and Spencer because it includes
taxation, policies and rules and regulation of government so if government change rules and tax
rates frequently so this thing direct affect to their performance. It launches flavoured healthy drink
and operate business at global level. So tax rates of different countries has to pay by organization it
reduces their export of flavoured healthy drink and profitability and productivity as well. This factor
also put positive effect of M&S because government provide quota and it reduces and control on
import.
Economic factor :- economic factor includes labour rate, exchange rate, inflation rate etc.
these rate affected to organizational performance and profit. Marks and Spencer launch and promote
to floured healthy drink, and they export in different countries. They also have to increase labour
and if labour rates increase so it directs affect to productivity and organization has to pay more rate
to them. It also includes unemployment rate and if people not earn and not get employment so
demand of flavoured healthy drink decrease. Due to increase exchange rate M&S can not export
more products (De Pelsmacker, Van Tilburg and Holthof, 2018). So these things affect to profit and
performance of organization but it also has positive impact that organization control on business
and import.
Social factors :- it includes many things like customers choice, wants and needs. Nowadays
people become health conscious and its demand and choice changing frequently. Marks and
Spencer launch and promote flavoured healthy drink. So this factor affected to organization if
customers choice change. M&S also has to conduct research frequently due to changing. It operates
their business in different country and all country's people have different choice, so they have to
face difficulty and it affects to profit of organization. Its positive effect that if M&S research to
market time to time and understand needs and wants, so demand and profit increase.
Technological factors :- technology and innovations increasing day by day and marks and
Spencer also establishes and adopt tom latest technologies to develop and improve production
process of flavoured healthy drink. Through technology organization produce more products with
less money so these things helps increase productivity. It impacts on performance because all
countries adopt new technologies frequently so according to needs and wants it also has to adopt
and this thing affect to their performance. These all thing consume more time and cost.
Legal factor :- it includes laws and regulations about employment and discrimination.
Government makes many rules and policies about retail industries and marks and Spencer has to
follow and adopt all policies of government (Janssen, 2016). It consumes more time and cost
because if government give order to change about safety tool so this effect on budget. It launches

healthy flavoured drink so M&S also follow food safety policies and consumer protection law. It
positive effect is that employees get projection and risk and injury reduce.
Environmental factor :- this factors includes corporate social responsibility and marks and
Spencer launch and promote to food product like flavoured healthy drink. Organization has to
follow and understand needs of societies and care to them. Due to CSR M&S can not use natural
resources unlimited. This thing affect to performance and sales. But it positive effect that if
company follow to this model so investors attract and invest to their money.
SWOT analysis is a tool that use by marks and Spencer for evaluate and analyse internal
environment of organization that direct affect to performance and profit. They have to face
difficulties in promote and develop flavoured healthy drink. It stands for S- strength, W- weakness,
O- opportunity and t- threats.
Strength :-
 Marks and Spencer has strength that its brand is very powerful with a top mind recall. So
they have not needs to face difficulties in launch flavoured healthy drink.
 It has over 1000 stores present across 40 nations and this strength helps to M&S in increase
profit.
Weakness :-
 Strong competition with other retail competitors because M&S has limited market share. So
this weakness reduce sales of flavoured healthy drink and profit of organization.
 It has also weakness that they have need to protect to their brand from imitation because this
thing reduces reputation of brand.
Opportunities :-
 Marks and Spencer has opportunity to improve and develop their website. This helps to
attract customers, and they easily operate to site.
 They have opportunity to expand their business in India and china because population is
very huge in those countries. So they easily increase their profitability and sales.
Threat :-
 Marks and Spencer have main threat of government policies. Because it makes and change
policies and regulations about retail stores.
 Different political party exposed to M&S because it operates their business at global level.
So all things affect profit and sales of organization.
7 p's :-
7 p's is a group of elements in marketing mix. It is a set of action that use by marks and Spencer at
the time of promote flavoured healthy drink.
Products :- it refers to goods and services that M&S launch and promote in market (Hagadorn,