Marketing Essentials Report: Marketing Plan for M&S Retail

This report provides a comprehensive analysis of Marks & Spencer's marketing strategies. It begins with an introduction to marketing, outlining different processes and current trends, as well as the roles and responsibilities of a marketing manager. The report then delves into the influence of marketing on other functional departments and the importance of marketing within M&S. The report also includes a comparative analysis of marketing mixes used by M&S and Tesco, followed by the development and evaluation of a basic marketing plan, including an executive summary, overview, aims, and target customers. The plan focuses on digital marketing and outlines segmentation, targeting, and positioning strategies. The report concludes with references to the sources used for the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Overview of Different Marketing Processes...............................................................................3
Concept of marketing..................................................................................................................4
Current and future trend of marketing........................................................................................4
Roles And Responsibilities Of Marketing Manager In The Company.......................................4
Explaining how marketing influence and interrelates with other functional departments..........5
Importance of marketing role in Marks & Spencer....................................................................5
Conclusion And Significance Of Having Effective Relationship With Functional Departments
.....................................................................................................................................................6
LO. 2................................................................................................................................................6
P3 Comparing ways of different organization using marketing mix..........................................6
LO.3.................................................................................................................................................8
P.4. Develop And Evaluate A Basic Marketing Plan..................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the action or business of promoting as well as selling products and services
including market research and advertising. Marketing is the key to achieve success in the market.
The marketing in today is entirely different from the traditional marketing. In older days, the
marketing and promotional activities are very costly as face to face marketing is preferred by the
company but the time has been change the concept of modern marketing is introduced. Now, It is
the era of digital marketing.
LO 1
Overview of Different Marketing Processes
There are some steps which Marks and Spencer followed for successful strategic
marketing processes which are as follows-
Analysis of the opportunities in the market- It is very important to analyse the opportunities in
the market in order to capture the highest market share. Marks and Spencer used to find the
needs and expectation of customers and work according to the same.
Selection of the target market- It is next step of marketing where the target customers are
selected. Marks and Spencer used to conduct a careful analysis of target markets to select the
final customers.
Market Segmentation- It is the process where the entire market is divided into different groups
of customers and each group has similar needs, characteristics as well as behaviours.
Market Targeting- In this process the targeted segments of the total markets are measured to
determine the attractiveness of each segments is that one of two most suitable learning with
potential segments are selected.
Market positioning- It is the process which related to the positioning of the products of the
organisation in the minds of customers in comparison of competitors products.
Development of Marketing Mix- It is the process of making combination of factors which can be
controlled by the organisation in order to influenced consumers to purchase its products.

Concept of marketing
 The marketing is the tool that helps company to communicate product or services directly
with the customers.
 Marketing process helps to full fill the company marketing needs and lead high sales
volume.
 It develops the understanding between customer or company.
Current and future trend of marketing
 Current Trends : as per the modern market marketing new trend is to socialise the
company products through different modes. Present marketing focusing on the social
media marketing, retargeting campaigns etc.
 Future trends: Future trend of marketing will convert into text message advertisements,
targeted emails, internet video advertisements and internet video divertissements.
Roles And Responsibilities Of Marketing Manager In The Company
Customer Relationship Management- It is the responsibilities of marketing manager to
make the best relationship with the customers of the company. They are also responsible for
collecting information from the customers in order to raise the customer satisfaction level. The
marketing Manager of Marks and Spencer are very talents as they used to interact with
customers continuously.
Developing Marketing Strategy- It is also the responsibility of marketing manager to
develop the best and effective marketing strategies for their company. The strategy clearly
outlined the process of promotion of products and services. The manager of Marks and Spencer
used to promote their products mainly by using digital techniques.
Conducting Marketing Research
It is also the role and responsibilities of marketing manager to conduct the marketing research in
order to understand the needs and expectations customers clearly.
The manager of Marks and Spencer used to identify the new marketing opportunities available in
the market in order to promote the products in more effective way.

Explaining how marketing influence and interrelates with other functional departments.
Human resource Department
HR department is the vital functional area that full fill the needs of employees and make
productive team performance.
Marketing department get several talented and productive employees by recruitment process.
That helps to meet the aims and objectives of the company.
Marketing department should need to interrelate with HRM to ensure appropriate skills and
staffing levels.
Operations management:- Marketing management needs to work close with operation
department in order to fulfil their some needs.
Such as to enhance the Research & development planned to identify the current marketing needs.
Marketing manager also needs to ensure the orders generated and check time schedule required
for delivery.
Finance department:- For marketing department finance is very much essential to meet
out the needs and availability of the any function. Finance department is the need of all other
departments within the M&S. Marketing department focused on sales growth. Besides, finance
department ensure the company outflows and inflows.
Importance of marketing role in Marks & Spencer
Marketing plays the most crucial role within the M&S which identify the market and
collect the information of target customers in order to ensure their needs and wants. Marketing is
helpful in transferring, exchanging and movement of goods from company to end consumers.
Marketing is more useful for raising and maintaining the standards of the company in order to
stable the market growth. Marketing also serviceable for creating employment opportunity for
M&S by involving the functions of selling, buying, financing, transportation and warehousing
etc. It will be more eventual and long term effecting to measure the proper effective process.
For M&S marketing department is also useful to create income and revenues by
promoting goods and services into more effective manner. Apart from that, it will discover the
better growth and challenging and most importantly it gives the better forming result outcomes.

Marketing acts as basis for making decisions that helps M&S to build new strategies and goals
for the better outcomes and growth.
Conclusion And Significance Of Having Effective Relationship With Functional Departments
Interrelationship of marketing with other departments is very much essential to brings
and making productive goals and outcomes for the business. In order to meet out the best
growing different action plans for growing the more productivity within the market. Overall,
Marketing interrelationship also very much essential to determine the strength and potential in
the company thorough company can easily meet out the current requirements of the customers.
Marketing is the essential department within the company that meets the needs of company as
well in order to make new promotional idea, strategies etc. Marketing also enhance the
possibilities of company revenues and sales growth.
For maintaining the effective relationship growth, Marketing manager needs to stable the
positive relationship between all other employees to maintain positive environment.
LO. 2
P3 Comparing ways of different organization using marketing mix
Marketing mix: It is the model that is actually a combination of different factors through
which the company actually influence the consumer in order to purchase their products. This is a
mixture of 7 P's which are as mentioned below:
Basis Marks and Spencer TESCO
Product M&S is one of the popular brand in UK
which deal in retail sector and also offer
different kinds of Blazer, Cardigan, jeans
to men, women and kids. Apart from this,
company also offer handbags, suits shoes
and accessories, furniture for bedroom etc.
It is another brand in UK which
offer food, cloths, pet care products,
beverages, bakery products,
jewellery and books with healthy
products.
Place It is an international brand and have more
than 1000 stores which are run in around
49 countries. In UK, there are more than
Currently TESCO have more than
6800 stores in 11 countries with
different types of stores such as

850 stores are available who offer
different products specially in cloths
(Hamzah and Sutanto, 2016).
Tesco Metro, Tesco Express,
Superstores etc.
Price M&S follows competitive pricing strategy
in order to attract customers. At the time
of season, company also uses dynamic
pricing strategy which includes different
discount on every products.
Company follows cost leadership
pricing strategy and it also offered
low and stable prices after taking the
feedback from their staff.
Promotion Uses advance social media technique in
order to promote the products. Company
also uses digital marketing and also
regularly update post in website.
Company uses hoarding, television
ads and also conduct some
charitable events. Further it also has
some loyalty cards that attract
different types of customers towards
them.
People There are around 83000 employees who
are working in all around. Company also
organize different learning and training
sessions in order to support their
employees and also take care of their
customers service.
People of TESCO are the employees
who undergo selection process and
currently there are 480000
employees who work in different
sectors. Even firm also offered
different promotional opportunities
to the staff when they perform well.
Process M&S divided into floors in which there
are different sub-sections for men, women
and kids. Even for every work, there is
particular well organized system that helps
to make the process of a firm easier.
TESCO also consider different
factors such as accessibility, service
features and the level of capabilities
for their production (Fan, Lau and
Zhao, 2015). Hence, the system is
designed such that the company
policy are actually kept the
minimum.
Physical Building, logos, stores at different The physical evidence for TESCO is

Evidence countries can be considered as a physical
stores. Website can also be consider as a
physical evidence for M&S.
the proof that is provided to their
customers. Labels, logos,
equipments are also considered as
an evidence. The store itself is a
physical proof, advertisement,
website and different brochures can
also be consider as a physical
evidence for a firm.
LO.3
P.4. Develop And Evaluate A Basic Marketing Plan
Executive Summary:- This marketing plan will be focusing on the aims and objectives of
Marks And Spencer; SWOT analysis of the company; its segmentation; targeting and positioning
of Marks and Spencer in the respect of its retail outlet and also how the organisation is
approaching its customers through digital marketing in the current scenario (Bauer, 2018).
Overview:- Here, the organisation is Marks And Spencer. It's an organisation that deals in
all types of the branded clothes; domestic products and the luxury food items. The organisation is
a major British multinational retailer and is headquartered in London (Campbell, Martin and
Fabos, 2018). The organisation was founded in the year 1884. The organisation also started
selling the branded eatables and the wearable and other accessories. The organisation became the
first retail outlet that was having its profit before the deduction of taxes around more than 1
Billion Pounds. In the year, 2018, the organisation has opened almost 100 stores and is planning
to launch more stores by doing the digital marketing (Fan, Lau and Zhao, 2015).
Aim:- “To be a leader in the field of digital marketing”. According to research.
Target Customers:- Marks and Spencer is focusing on the elite group of customers and
youth sectors that are familiar and continuously connected with the internet and updated with the
technology in the market. The organisation has segmented its products on the basis of the gender
and age group of its customers; their interests; their income and also on the basis of needs and
wants of an individual that relate to the products and services of the company (Hugos, 2018).

Segmentation; Targeting And Positioning:- The organisation has targeted its elite
customers for its products and services. The company is also trying to meet out the needs and
demands of the consumer by keeping in mind the scenario of digital marketing that is emerging
as a recent trend in the market (Fan, Lau and Zhao, 2015). Targeting refers to the ways in which
the organisation has, approached its customers by observing their precise needs and wants.
Marks And Spencer is trying to target those customer groups in which there is youth and all
those people (Waite and Perez Vega, 2018), that are more familiar with the use of technology
and internet. Positioning is somehow, or the other is related to the targeting of the consumers. In
this, Marks And Spencer, is laying its complete emphasis on the ways to capture and occupy the
large market share (Hugos, 2018).
SWOT Analysis:-
Strengths
1.) High recognition of the brand.
2.) Wide variety of the products.
3.) Large number of stores and outlets.
Weakness
1.) Cost of working is increasing.
2.) Not a trendy store.
Opportunities
1.) E-Commerce.
2.) Growing online retail market.
Threats
1.) Economic slowdown in the U.S.
2.) Increased cost of labour.
Marketing Budget

CONCLUSION
This report is focusing on the different ways that an organisation is using as an effective
tool of marketing. Further, the report is focusing on the marketing plan that is adopted and
followed by Marks And Spencer with the motive of achieving the desired goals and objective sin
the industry by winning the hearts of consumer.

REFERENCES
Bauer, T., 2018. Ethics, CSR and sustainability in marketing education. In Redefining
Success (Vol. 73, No. 85, pp. 73-85). ROUTLEDGE in association with GSE Research.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix.
Hamzah, S. B. and Sutanto, J. E., 2016. The Role of Marketing Mix (7P) for Consumer Buying
Decision.
Hugos, M. H., 2018. Essentials of supply chain management. John Wiley & Sons.
Waite, K. and Perez Vega, R., 2018. Essentials of digital marketing. Goodfellow Publishers.