Marketing Essentials Report: Analyzing M&S Marketing Strategies

This marketing report provides an analysis of marketing essentials, focusing on the application of these concepts within the context of Marks & Spencer (M&S). The report begins with an introduction that highlights the importance of marketing in achieving brand awareness and increasing sales. It explores the key roles and responsibilities of the marketing function, including developing customer communication, analyzing market trends, taking customer feedback, and adapting pricing strategies. The report then examines the relationship between the marketing department and other organizational departments such as finance, research and development, human resources, and IT. A comparison between the marketing mix and the marketing planning process is provided, contrasting M&S's approach with that of Tesco. Finally, the report presents a marketing plan for M&S, including an executive summary, objectives, and details on segmentation, targeting, and positioning. The plan aims to enhance customer experience, increase sales of new products, expand market share, and improve profitability.

MARKETING ESSENTIALS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1: Keys roles and responsibilities of marketing function-.........................................................3
P 2 Roles and responsibilities of marketing relate to wider organizational context....................4
LO 2.................................................................................................................................................5
P 3 Comparing marketing mix to the marketing planning process..............................................5
LO 3.................................................................................................................................................7
P 4 Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials is the way in which company's marketing activities are done in such
a way that company is able to achieve a high brand awareness through which sales can be
increased by increasing customer count. Mark & Spencer is the chosen organization for the
evaluation in this report. Mark & Spencer is one of the largest super market chain of UK which
provide wide range of groceries and general merchandise products to its customers at low
pricing. Evaluation of key roles and responsibilities of marketing is done in this report with the
analysis of different roles and responsibilities of marketing in wide organizational context has
also been evaluated. Differences in implementation of theories of marking mix by different
organizations has to be compared. Development of marketing plan in terms of increasing
organizational work productivity and sales has to been evaluated.
LO 1
P1: Keys roles and responsibilities of marketing function-
It is the role of marketing function to showcase organization in such a way that through this
activity it is able to increase organizational sales by increasing customer count because of which
there are high chances that company is able to achieve its organizational goals. Following are the
roles and responsibilities of marketing function.
Develop communication bridge with the customers-
Marketing department is responsible for developing effective communication with the customers
in such a way that it is able to identify their requirements and then tend to develop product
accordingly by which it can make sure that Marks & Spencer is able to provide product in such a
way that it fulfil customer requirements (Campo and Melis, 2020). Through this effective
communication marketing departments can also advertise the new products or services provided
by organization for improving their performance in the market place through which it can
improve customer experience.
Analyse changing market trend-
It is the responsibility of marketing function that it make continuous efforts for evaluating market
competitions and then tend to develop marketing strategy in such a way that Marks & Spencer is
able to achieve a efficient competitive edge (Leite, 2020). Through this competitive edge
marketing department can make sure that organizational customer count is increased and with
that it also make sure that company's sales is increased through which Marks & Spencer is able

to achieve a efficient economic growth by which marketing departments can increase the
sustainability of organization in the changing market trends.
Taking feedbacks from customers-
Marketing department is responsible for taking effective feedbacks from customers on the basis
of the experience achieve with the organization. Through this effective feedback company can
make sure that it is able to identify the weak sections of organizational working which is making
negative impact on organizational working (Rosnizam and et.al, 2020). Then tend to develop
concentrated efforts through which it can improve customer experience and also develop a sense
to the customers that their feedbacks are taken in to action by the organization which will
increase their loyalty with the organization and reduce chances of brand switching.
Adapting appropriate pricing strategy-
It is the role of marketing department that it adapt right pricing for the products and services
being provided by organization to the customers this is important because if the pricing is set too
high then it will make negative impact on organizational sales and if pricing is low enough then
it will make negative impact on profit margin (Kalpana., 2020). Due to which marketing
department has to implement product pricing in such a way that high sales with high profit
margin is achieved.
P2: Roles and responsibilities of marketing relate to wider organizational context-
The interrelationship between departments is very important so that the functions in the
company can be well maintained. Marketing department has the need to understand and have
good relationship with the other departments so that there is going to be effective team work and
the company would be able to have a stable working. This is going to help M&S to be able to
gain a competitive advantage as well. The further report is going to discuss marketing
department with interrelationship with the other departments such as human resource, finance, IT
and research and development.
 Marketing and Finance
There are a lot of marketing strategies which is going to need budget and for that having
the right communication with the finance department is very essential so that there are going to
be higher operations and working. There are more ideas and creativity which can come up when
there is going to be a good discussion which would be present so that there is going to be
effective impact of the company in the market (Klepek and Starzyczná, 2018). For campaigns

and other events the organization will have to make sure that they are having the right economic
factor.
 Marketing and research and development
Research team is not in contact with the marketing team directly which is why having a
strong communication with the marketing department is essential. Marketing team is going to
help the research and development team to understand the clients so that there are changes which
can come in the company accordingly which is going to be a great factor for M&S.
 Marketing and human resource
Welfare and decisions of the marketing department has to be taken after understanding
the employees of the company so that there would be higher functioning. Training and
development has to be higher and provided to the employees so that the challenges and
improvement can be done in the organization (Lucus, 2020). Feedbacks have to be taken by the
human resource of the employees on the changes so that there would be higher operations.
 Marketing and IT
IT and Marketing department of M&S work together so that there is a use of recent and
current technology which is going to be present. Objectives of the organization have to be
maintained so that there are effective decisions which are going to be required making the
performance level of the business be improved and M&S can gain competitive advantage
(Chauhan, Thapar and Kumar‘Ranjan, 2020).
LO 2
P 3 Comparing marketing mix to the marketing planning process
Following is the comparison of implementation of marketing mix in marketing planning process.
Marks & Spencer Tesco
Product Marks & Spencer provide fast fashion
products to its wide range of
customers irrespective of their age and
gender (Katsikeas, Leonidou and
Zeriti, 2019). Company tend to sell its
products in wide broad category
Tesco provide wide range of
groceries and general merchandise
products to its customers on the
basis of psychological
segmentation because of which
through this action it has achieved

through which it is able to fulfil
customer requirements.
high work productivity.
Price Company establish low pricing for its
products because of which it is able to
achieve high sales and because of
which it has achieved a efficient
economic growth. With that company
also establish premium pricing on the
new and rare products through which
it has managed to increase the profit
margin and because of which has
increased the chances of goal
achievement.
Company tends to provide high
quality products at low pricing
because of which through this
action it has managed to price
value of money products to
customers by which it has
achieved high organizational sales
and thus Tesco is having a
efficient economic growth (Souza-
Monteiro and Hooker, 2017).
Promotion Marks & Spencer tend to promote
itself through traditional marketing
and social media marketing in which
through which it has managed to
increase high brand awareness and
also because of which has managed to
achieve increased customer count
(Keay and Iqbal, 2018). With that
company also promote itself through
philanthropy activities through which
it has developed positive
organizational image.
Tesco tend to implement
integrated approach for promoting
itself through the means of
traditional marketing and digital
marketing. With that company is
also advertise itself through social
welfare activities by which it has
managed to develop positive
image in front of customers.
Place Marks & Spencer is a multinational
organizational organization which tend
to provide its services through various
customer touchpoints in online and
offline market in the form of
Tesco is one of the largest retailer
of UK and because of which it is
having a efficient geographic
reach because of which it has
managed to achieve a high

organizational stores because of which
through this activity company has
managed to develop effective
relationship with the customers.
customer base (Srinivasan, R. and
Ramani, 2019). With that
company is also having its
presence in digital platforms
which is also a customer
touchpoint through which it
provides its organizational
services.
Process Company has implemented several
technological advancements at its
work place in such a way that it is able
to synchronize the organizational
operations in such a way that it has
achieved high level of work
productivity.
Tesco has implemented
technological advancement at the
work location in which company
tends to provide services like
online purchasing through mobile
application and company website
and also customers can make
direct contact with stores for
utilizing services.
People Marks & Spencer is having its present
in different geographic locations for
achieving high customer count and in
order to provide high level of services
to customers company is having large
number of well training employees
through which it provides efficient
organizational working process.
Tesco is having a large workforce
through which it tend to provide
organizational services to
customers and also to maintain
efficient organizational services
by which it can make sure that
company is able to achieve
organizational goal.
Physical Evidence Company is having its presence in the
local as well as international market in
the form of organizational stores
through which it develops
organizational promotional strategies
Tesco is having its presence in
various geographic locations of
UK which act as customer
touchpoint and also Tesco is
having company website through

for advertising itself in such a way that
it is able to achieve high sales.
which it make promotional
strategies for increasing
customer's engagement.
LO 3
P 4 Marketing plan
Executive summary
There are a lot of changes which come in an organization but there has to be good
balance which has to be present in the internal and external factor. The productivity of the
organization is making the company be able to have a stable economic factor and profit margins
which is being invested in the further expansion of the company.
Objectives
 To enhance consumer experience by 60% in upcoming 11 months.
 To increase sales of new product of M&S by 35% till the end of year 2022.
 To increase the market share of Marks & Spencer by 35% till the end of year 2025.
 To increase the profitability by 50% till the end of year 2025.
Segmentation, targeting and positioning
 Segmentation
It is important for the organization to make sure that they have been able to segment
their products and services by having cost conscious groups. Making sure that the products are
developing according to this group is essential so that there is going to be higher operations
(Bertoli and Valdani, 2018). Psychological, demographic and geological factors have to be
considered because the customers have a different belief and values they follow therefore the
products will have to be moulded accordingly.
 Targeting
The company is going to target the upper and upper middle class so that there is going to
be higher profitability which is going to be present. Company is having a strong base which is
why they have an idea of making the target in the company accordingly which is going to be a
great advantage. Target of the company is high and actions in the future will have to be taken
accordingly so that the organization will be able to develop.

 Positioning
The company has to make sure that they are placing their products in the market
effectively so that there would be higher opportunities and operations which can take place.
Awareness and visibility for the customers of the new addition in M&S has to be present so that
the sales and profit margins of the company are going to be as the company has expected it to
be (Burgess and Munn, 2017). M&S will have to get in right measures and techniques to be
able to operate and function effectively so that there are higher operations which are going to
take place.
PESTLE
 Political factors
Changes in the political factor are many which need to be monitored and controlled so
that there is going to be better operations. There are free trades and other policies which have
changed and that is going to be a great factor for the organization to have. Brexit has got in
changes as well which is going to make the pricing and other profit margins of the company get
affected (Arendt and Allain, 2019). There has been a great impact on M&S over the years but
due to the experience the company is being able to handle themselves well.
 Economic factors
The budget of the company is getting affected over the time which is going to make the
sales and discounts present in the company be affected. Due to the competition in the market
there are a lot of changes which have come in the economic factor of the organization.
Competition in the market of M&S is increasing therefore the company will have to make sure
that there are right decisions which are being taken in order to be able to have better operations
and functioning in the market.
 Social factors
Since the competition in the market is increasing the company has got in new designs
and products in order to make the satisfaction level of the customers be maintained which is
good for the brand value. Trends and demands of the customers is shifting which needs to be
adopted by the company so that there are going to be better operations and performance of the
company is going to improve. Food industry of M&S is improving but the clothing line has got
a value for the products for themselves which is a great factor for the company to have.
 Technological factors

There are self check out stores which M&S has come up with so that there is zero
communication and interaction which the company is going to have with the customers (Shen
and de la Garza, 2019). The customers have a lot of help with selecting the right product and
services from the company. Online platform which is present globally for the company is being
worked upon and specified by the company so that there are going to be higher operations
which would be present.
 Legal factors
All the policies and laws which are set by the government of the countries are being
followed by Marks & Spencer so that there is going to be higher performance which would be
present. Discrimination or any other method of unfair treatment for the employees is not present
which is impacting on the customers as well and this is going to be a great factor for the
organization to have for a long run in the market (Budanov and Aseeva, 2019).
 Environmental factors
There are a lot of environmental friendly measures which M&S have taken which is
going to be a great factor for the company's reputation and brand value as well. It is essential for
the company to have zero carbon footprint in the organization so that there is effective working
and the employees must follow them from time to time. Wastage which is being let out by M&S
is well maintained and reduced over time by using sustainable approaches which is going to
help the company be able to have the right measures and methods effectively.
SWOT
 Strengths
Over years the company has been able to have a strong brand value and mind call image
in the mind of the customers which is a great factor for the organization. The company is having
their own label and have expanded themselves in more than 40 countries with more than 1000
stores which the company has come up with. M&S has been able to have a strong value for
their products and money of the customers which is making the organization be able to gain the
trust and loyalty of the customers in the organization.
 Weaknesses
The company is having a limited brand market share which is not good for a long run.
The company will have to make sure that they are expanding themselves effectively and also
have the right measures to be able to do this. Company will have to work to be able to protect

themselves in the market which is going to be good for the brand value and reputation of the
organization which is going to be present (Fill and Turnbull, 2019). Misuse of the brand name
and imitation products present in the market will have to be checked and improved upon so that
there is higher reputation.
 Opportunities
The company has developed an official website for the company which can be used
effectively and that is going to help the organization be able to operate effectively and
efficiently in the market. Expanding in China, Brazil, and other developing countries is going to
be a great factor and opportunity for the organization to have in the market. To be able to have
higher profit margins the organization will have to make sure that they have a strong
segmentation which they have set which can be very helpful for a higher functioning and
performance.
 Threats
The company is providing discounts but not as much as the competitors which is not a
good factor for the company to have and creates a huge threat for a reputed company like M&S.
The government policies for the retail store is also changing which is going to make the
performance of the company fall and that is going to impact the working and performance level
of the firm. Respecting and following the different policies is a very important aspect which the
company must have so that there would be higher operations and functioning which is going to
be present so that the company will be able to grow and have higher profit margins for a long
run.
Budget
Base Amount
Raw material £1,500
Technology £2,500
Labour £800
Asset £2,000
Total £6,800
Investment Technique

The company is going to opt for loans from the bank because the organization will not
want to let out the shares of the company. The stakeholders of the organization are making the
right decisions and that is going to be a great factor for the organization to have. This method is
going to be a great factor and safe method as well which is going to help the organization be
able to operate effectively in market.
Monitoring and controlling
Employees in the organization will have to be evaluated and analysed according to the
changes which come in for the products and services. There are a lot of methods which are
being used to evaluate like 360 feedback and benchmarking which are effective measures which
M&S has and in the future as well they are going to be helpful for a long run. The company will
have to make sure that there are effective measures which are being used in the company which
would help the company be able to develop effectively. Feedbacks from the employees also
must be taken so that the management will be able to make sure that there is effective working
and understanding which is going to be present (Bîrzu, 2019). Changes in the company have to
come in according to the employees so that there is going to be higher acceptance which is
going to be present in the organization and that is going to make the performance and
operations be higher. Checklist is another method which is being provided to the HR and
employees so that the working is going to be evaluated of the employees be higher and make
the standards of the company be increased.
CONCLUSION
It can be concluded that organizations have to make sure that it is able to work according to the
changing market trend through which it can achieve a efficient market growth and also at the
same time high profit market. Due to this company has to analyse the changing market trends
and customer requirements and then provide products accordingly. Through this it can make sure
that product placement is done in such a way that company is able to achieve a efficient
competitive edge and also high profit margin by providing new and rare products through which
it can achieve increased sales. It is the role of marketing department that it develop
organizational promotional strategy in such a way that brand awareness can be increased but also