Marketing Management: An Analysis of Marks and Spencer's Strategies

This report provides a comprehensive analysis of Marks and Spencer's marketing management strategies. It begins with an executive summary, followed by an introduction to the topic of marketing management. The main body of the report delves into the Segmentation, Targeting, and Positioning (STP) strategy employed by Marks and Spencer, examining how the company segments its market, targets specific customer groups, and positions its products and services. It then analyzes the marketing mix, covering the seven components: product, price, place, promotion, people, processes, and physical evidence. The report further explores Marks and Spencer's relationship marketing strategy, examining how the company builds and maintains customer relationships. Finally, the report concludes with recommendations based on the STP analysis, marketing mix, and relationship marketing strategies, offering insights into how Marks and Spencer can further enhance its marketing efforts. The report highlights the importance of customer satisfaction, market trends, and ethical business practices in achieving organizational goals.

Marketing Management

Table of Contents
EXECUTIVE SUMMARY.........................................................................................................................3
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
1. Segmentation, Targeting and Positioning strategy applied at Marks and Spencer...............................4
2. Marketing Mix.....................................................................................................................................6
3. Relationship marketing and relationship marketing strategy of Marks and Spencer............................8
4. Recommendations...............................................................................................................................9
CONCLUSION.........................................................................................................................................10

EXECUTIVE SUMMARY
The report has been prepared on the topic marketing management which will be consisting the
Segmentation, Targeting and Positioning of the organization. Along with this, marketing mix
strategy has been done for Marks and Spencer Company. And lastly, relationship marketing has
been defined and explained along with company’s relationship marketing strategy. The report
has been prepared for acknowledging the topic and the analyzing the essential areas of the
market by achieving success effectively and significantly by aiding the market structure of the
organization and keeping in view the basic necessities of the customers throughout the process
which has been followed.

INTRODUCTION
Marketing Management is defined as the process through which company’s market
structure is analyzed and managed effectively and efficiently (Deepak and et.al., 2019). Marks
and Spencer is a major British retailer company which deals in clothing line for women, men and
kids.
The report will analyze the Segmentation, Targeting and positioning while evaluating the
strategy of Marks and Spencer. The marketing mix strategy having seven components such as
product, price, place, promotion, people, processes and physical evidence will be analyzed.
Along with this, relationship marketing will be explained which will help in evaluating the
relationship marketing strategy followed by Marks and Spencer. And lastly, recommendations
will be given based on STP analysis, 7P’s and relationship marketing. Therefore, through these
aspects Marks and Spencer’s performance was analyzed which helped in creating market
reputation for the company. Marketing Management has helped the organization gain
significance and importance in the market structure which has contributed towards company’s
growth.
MAIN BODY
1. Segmentation, Targeting and Positioning strategy applied at Marks and Spencer
The STP (Segmentation, Targeting and Positioning) of an organization plays an
important role in organizational behavior pattern (Camilleri, 2018). STP helps the organization to
understand the customers and to develop such products and goods through which the customers
can relate. Marks and Spencer evaluates their market scenario by targeting and positioning the
products and services which they avail to customers. The profit measures of the company are
taken into accordance with the processes and procedures which are being followed by the
organization. These three aspects which are segmentation, targeting and positioning for Marks
and Spencer is explained as –
Segmentation – Segmentation is defined as to divide the marketplace into parts and segments
which promotes the business and growth of the organization by creating potential market. Marks
and Spencer divides the market into few segments. The sustainability in the business of Marks
and Spencer is assisted by its segmentation. The company divides its customers into some
parameters. The segments which are divided are gender, education, country, region etc. These
segments are based on geographic. There are other psycho geographical segments which the
company follows and constitutes values, risks and consumer attitude towards product and
services which are offered by the organization. Behavior pattern of the consumers determine the
consumers intention to buy the product and services which are being rendered by the company.

According to the perspectives of the consumers, Marks and Spencer follows a process
and takes steps towards it. Customer satisfaction is the most important factor which the
organization considers and through this the goals and objectives of the company are achieved
effectively and efficiently. Therefore, Marks and Spencer follows this segmentation strategy
which helps the company to achieve customers’ satisfaction and the organization seeks growth
and development through this process of segmenting the market into geographical and psycho
geographical areas. It is very necessary to also follow the current market trends which will help
the company to improve its market capture strategy and also improvement in products and
services will be done. Therefore, the company should focus on improving customers satisfaction
levels.
Targeting – Targeting is known as multisegment marketing. Targeting is defined as identifying
specific markets for specific products and services to be made available to the customers easily.
Marks and Spencer uses target marketing to analyze the customer intention towards the products
and services which are rendered by the organization (Suyanto, 2019). Marks and Spencer is
running the business successfully by following the practices of ethical business which the
company regulates in it. Marks and Spencer is still focusing on how to maintain the target market
so that the business can sustain in the market. The organization needs to evaluate the strengths
and weaknesses of the company and in the market according to the size and potentiality. And for
this Marks and Spencer needs to set the target yearly so that the company can gain maximum
profits. The company needs to set a yearly budget which helps to regulate the processes and
procedures effectively and significantly.
Marks and Spencer needs to set the target which is easily accessible to them. And the
other side of the business should concern for the matters when the target is not achievable. For
that, the company should make an alternative target so that they can easily and efficiently can
bring back the business goals and objectives clearly to be identified and targeted upon.
Therefore, the main focus of company should be on how to make the customers engage in their
products and services so that maximum profits are generated in business overall.
Positioning – Positioning is defined as where the products and services of the company stands in
the market as compared to the other products and services (Andaleeb, 2017). This can be seen
through the process of marketing mix through which are products and services of Marks and
Spencer are being evaluated. This also helps in identifying the whether the business is working
effectively and properly.
Marks and Spencer needs to focus on the four P’s which are there in marketing mix and
these 4P’s helps to gain knowledge about the products and services the company is rendering to
the customers. Therefore, Marks and Spencer should focus on providing the products and goods
according to the needs and wants of the customers. And because the organization deals in
clothing and food business therefore it should focus more on the customers’ needs and
requirements which will help in the overall development of the company and through this

customers will be satisfied. Marks and Spencer should also focus on the pricing of the
commodities and products which are being served to its customers.
Therefore, positioning of the products and services should be such that the company is
able to achieve effectively and efficiently its goals along with the set objectives which are to be
fulfilled through the customers intention and buying criteria. This will help in growing the
business and the perspectives of customers towards the brand will become valuable both for
functioning of the organization and displaying its products in marketplace.
2. Marketing Mix
Marketing Mix is defined as the process through which company’s overall information is
gathered which is through product, price, place, promotion, people, process, physical evidence.
Marketing mix of the company helps to know more about the services it renders to the customers
in the market (Solimun and et.al., 2018). Marketing mix is the most convenient technique which
helps in letting know the customers and the company what are the basic forms of company
through which the company delivers its services in the marketplace. Marketing mix also follows
various strategies according to the product, price, place, promotion, people, processes and
physical evidence. Therefore, seven marketing mix components are as follows –
Product - Product is defined as goods which company products to make them available to
customers in marketplace. Marks and Spencer categorizes its products such as food, flowers,
furniture, lingerie, beauty, wines etc. Marks and Spencer deals in clothing line of providing the
customers products and services according to their style and living.
The product strategy which Marks and Spencer follows is that it provides after sales
service, warranties on the product is done (Syapsan, 2019). Along with this, Marks and Spencer
should produce new products which are in current trend. Product packaging should be focused
on so that products are easily accessible to the customers.
Price - Price is defined as cost of product in the marketplace which is made available to
customers. There are various prices which are being set on products and services which are being
set according to value they serve to customers.
The pricing strategy which Marks and Spencer follows is providing different allowances
and discounts on products which are more costly. This helped in attracting more customers
towards product and its services which were being rendered by company. Marks and Spencer
should also follow price penetration strategy which will allow the prices of the products to be
low than their competitors to gain market share.
Place - Place is defined as where the products and services of the company are made available to
the customers (Dadzie and et.al., 2017). Place constitutes online sites and stores in different

countries and cities. Through place the customers are able to identify through where the products
are being available to them.
The distribution strategy followed by Marks and Spencer is that it has expanded the
market through online sites which influences the customers to buy through these social media
sites. The stores in different cities and countries have also helped in expanding business and
making available the customers products and goods as per their needs and wants.
Promotion – Promotion is referred as advertising products and services of brand through social
media platforms which helps in growth of the business.
Promotional mix strategy which Marks and Spencer focuses on is through advertising and
promoting the products on the social media sites such as through Instagram, Facebook and
Twitter etc. These social media sites help in promoting products of company and help attain
large customer base (Patil and et.al., 2017). Marks and Spencer has also promoted its products
through sales promotion technique. The company was earlier focusing on traditional media such
as TV and press but now it is focused more on social media promotion of products.
People – People is defined as the number of customers who are willing to buy the products and
services of the company. People or customers are the main source through which the products
and services of the company attain position in the market.
Marks and Spencer has the staff which undergoes training specially training of customer
services staff members, sales force employees are being trained so that they deliver value to the
customers and solve their problems. The company has hired skilful employees or staff which
contributes to the success of the company and has made company achieve its goals and targets
effectively and efficiently (Lahtinen and et.al., 2020).
Processes – Process is defined as the procedure which the company or the organization follows
for effectively and significantly running its business. Processes which the company undergoes or
follows affect the organization and customers on large scale.
The guidelines which are being developed by Marks and Spencer consist of rules and
laws which are being followed by the organization as whole. Proper code of conduct is being set
by the company and by framing such rules and regulations the company is able to manage the
systems and procedures which are followed by the employees and company. This implies that
company follows rules and regulations properly.
Physical Evidence – Physical evidence is defined as the process through which the company
acquires its products and goods by making them reach customers on large scale in the market.
Physical evidence is the company’s products which is made available to the customers.
Physical evidence is the tangible asset of the company that is the products and goods
which are available in stores and online market sites. Marks and Spencer makes the customers

reach through these products by promoting and making available the products through these
sources. Therefore, physical evidence depicts the products and goods which are made available
to the customers in the market.
3. Relationship marketing and relationship marketing strategy of Marks and Spencer
Relationship Marketing is a facet of Customer Relationship Management (CRM) that
focuses on long term customer engagement and customer loyalty towards the company.
Relationship marketing is an important part of the organization which helps in analyzing the
relationship of the customers and the external market business individuals. Customers contribute
towards the company’s success on external grounds. This helps the company achieve major goals
effectively and efficiently (Grönroos, 2017). Company’s success also helps in evaluating the
market structure and the customers’ engagement through the products and services which are
being attained by the number of customers. Through market analysis, customer retention is also
analyzed. Direct responses from the customers towards the buying the product is identified.
Relationship management mainly focuses on the customer satisfaction levels. This constitutes the
changes that are being observed in the market. This also helps in analyzing whether the
customers are satisfied with the products and services being rendered to them by the company or
not.
The activities which takes in the market aids the company knowing the value and worth
of the products for which the efforts are been taken. Effectiveness and efficiency of the product
is analyzed by the customers review (Gummesson, 2017). This also helps the company to
develop new techniques and changes to take place in marketing their product so that it garbs
majority of customer base. For this, marketing strategies are being implemented by the company
so that the status and the standards to which the product is to be placed in the market achieve
success for the company. The company achieves profitability through relationship marketing.
Various marketing campaigns are being formulated and framed for the products to reach the
customers and the reviews are being obtained. The needs and wants of the customers are satisfied
through relationship marketing and this helps the company achieve great success in their
business and overall growth is being measured through the process.
Therefore, relationship marketing is finally defined as the process of marketing by
maintaining relationships with the customers so as to attain customer satisfaction by fulfilling
their needs and wants (Palmatier and et.al., 2019). The goal of the organization is to increase the
sales and increase the product wants by promoting and advertising the products and services in
the market. For this, the company uses both traditional and modern media which helps in
measuring the success online on the social media platforms of grounds. Thus, relationship
marketing is very helpful and contributes to company on large basis effectively and efficiently.

Marks and Spencer has been effectively using the relationship marketing strategy which
has helped the company achieve success through good reputation and trust in the market and
among the customers (Lo and et.al., 2018). Marks and Spencer has become a market leader in
semi – prepared, own brand that has supported the TV advertisements through the promotion.
This has impacted the market and the customers on the positive note that there are no ill –
conceived notions which the organization has which contributes to trust and boosts reputation in
the market.
Moreover, all the retailers of Marks and Spencer have direct contact with the customers.
Marks and Spencer uses management information systems, direct feedback and loyalty card to
match the needs and wants of the customers for the new product development (Morgan and et.al.,
2019). Marks and Spencer’s good reputation has initiated a hand towards the diversification
strategy which has helped in overcoming the branding issues being faced by the company when
entering the financial services as the customers have trust towards the brand.
Therefore, Marks and Spencer’s diversification strategy helps the company in making the
relationship marketing effective and efficient (Rajapathirana and et.al., 2018). Through
diversification strategy the company is able to identify the key areas of producing such products
which attain the customers’ attention and the company is able to identify the customers strengths
in which segment they are interested to buy the product. Through diversification strategy, the
company diversifies the products and goods by making the customers base stronger towards the
brand (Key and et.al., 2017). As marks and Spencer produces variety of products in the clothing
and food line, therefore the company is able to identify the core strengths and weaknesses of the
customers.
Through the review of the customers the company is able to identify the key areas of
improvement and the process which needs to be reconsidered again changes to take place in the
services to be given to the customers (Hong and et.al., 2017). Therefore, relationship
management has helped marks and Spencer to focus on the needs and wants of the customers and
through this they are able to fulfill their requirements easily and effectively. This has made the
difference with the services that Marks and Spencer offers its customers which other companies
do not.
Through improved processes and procedures the organization has achieved great success
and this has made the majority of the customer base through good reputation which is being
formed for the company (Johanesová and et.al., 2020). Marks and Spencer thus has evaluated its
processes and procedures through diversification strategy which has been significantly adopted.
This has helped the company achieve great success throughout the market and has built strong
reputation.

4. Recommendations
Recommendations to improve market strategy (STP, 7P’s, Relationship Marketing) are as
follows –
 Marks and Spencer should identify on how to segment the market properly by
considering various parts and departments of the products to be segmented into.
 The company should focus on framing an effective target strategy which ensures the
success of the company goes in proper direction.
 Positioning of the products and goods should be done in such a way that the company is
involved in generating profits and sales for the product.
 Marks and Spencer should also enhance the process of 7P’s so that effective distribution
of all the categories is being done which helps in evaluating the strategies which is being
framed for the each component.
 Relationship marketing should also be focused more on such that marketing criteria are
aided through the process and the company is able to achieve goals and objectives
effectively and efficiently.
Therefore, these are recommendations which will help Marks and Spencer achieves great success
and will be benefited by it. This will also help company in evaluating whole process with more
effectiveness and efficiency throughout. Thus, these recommendations will help company in
attaining good reputation in market.
CONCLUSION
Therefore, it is concluded from the above report that Segmentation, Targeting and
positioning had helped in evaluating the strategy of Marks and Spencer. The marketing mix
strategy having seven components such as product, price, place, promotion, people, processes
and physical evidence aided in analyzing the company’s essential’s and its basic knowledge
about the product and the services which are being served to the customers. Along with this,
relationship marketing was explained which helped in evaluating the relationship marketing
strategy followed by Marks and Spencer. And lastly, recommendations were given based on STP
analysis, 7P’s and relationship marketing. Therefore, through these aspects Marks and Spencer’s
performance was analyzed which helped in creating market reputation for the company.
Marketing Management has helped the organization gain significance and importance in the
market structure which has contributed towards the company’s growth and development overall.
Thus, making good reputation of the company in market place.

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