Marketing Mix: Questionnaire Based Analysis of UK Retail Sector

This report provides a comprehensive analysis of the marketing mix, encompassing product, price, place, and customer service, within the UK retail sector. The study utilizes questionnaires administered to customers of prominent retail organizations such as Mark and Spencer, John Lewis, Tesco, and H&M to gather data on customer preferences and perceptions. The product analysis for Mark and Spencer explores product ranges, brand awareness, and customer knowledge. Price analysis, using John Lewis as an example, investigates pricing strategies and customer price sensitivity. Place analysis, focusing on Tesco, examines distribution strategies and customer shopping preferences. Customer service is analyzed using H&M, evaluating customer service characteristics and impact. Each section presents questionnaire results with interpretations, offering insights into how these retail giants approach and manage the four key elements of the marketing mix. The report aims to provide a clear understanding of these companies' strategies and customer perspectives within the competitive retail landscape.

MARKETING MIX

TABLE OF CONTENT
 INTRODUCTION
 MAIN BODY
 CUSTOMER PREFERENCE
 CONCLUSION
 REFERENCE

INTRODUCTION
Marketing Mix is a building block of marketing variables that the firm combines and controls, to produce the desirable
outcome in the target market. It is an important marketing tool that comprises of all the elements which influence the demand for
the products offered by the firm. This presentation will explain the product, price, place and customer service by taking different
organisations of retail sector of UK and examine and interpret them with the help of questionnaire.

Product
Questionnaire
Q1. In what kind of products Mark and Spencer deals in ?
A. Clothing
B. Home products
C. Food
D. All of the above
Q2. Under which brand name the Mark and Spencer has expanded the range of its products ?
A. Per Una
B. Autograph
C. Both
Q3. Does people are aware of all the product ranges which are offered by Mark and Spencer ?
A. Yes
B. No

Continue...
Q4. Does the Mark and Spencer supplies its product ranges internationally also ?
A. Yes
B. No
Q5. What were the initial products through which Mark and Spencer started its business ?
A. Clothing
B. Telecom
C. Groceries
Q6. What problems were faced by the products of Mark and Spencer in 1997 and 1998?
A. Loss of sale
B. Adversely affected profitability
C. Both

THEME 1 : Kind of products Mark and Spencer
deals in
In what kind of
products Mark and
Spencer deals in ?
Frequency
Clothing 10
Home products 7
Food 8
All of the above 25 Clothing Home products Food All of the above
0
5
10
15
20
25
10
7 8
25
Frequency
Interpretation : From the above graph it has been summarised that out of 50 respondents 10 says that the company deals in
clothing, 7 says in home products, 8 says in food. But majority number of people that is 25 says that company deals in all the
mentioned options because they are loyal customers and have full knowledge of the companies offerings.

Theme 2 : The Mark and Spencer has expanded the
range of its products
Interpretation : From this graph it has been summarised that 10 people says the company sells products under the brand name Per
Una while 20 says in Autograph segment but majority that is 30 people says the company deals in both because they must have
purchased or gone through the different ranges of the products.
Under which brand
name the Mark and
Spencer has
expanded the range of
its products ?
Frequency
Per Una 10
Autograph 20
Both 30 Per Una Autograph Both
0
5
10
15
20
25
30

Theme 3 : Product ranges which are offered by
Mark and Spencer
Interpretation : From this graph it has been analysed that 30 people are aware of the product ranges of the company because they
are shopaholic and brand conscious while 20 are not aware.
Does people are aware of
all the product ranges
which are offered by
Mark and Spencer ?
Frequency
Yes 30
No 20
Yes No
0
5
10
15
20
25
30
30
20

Theme 4 : Mark and Spencer supplies its product
ranges internationally also
Interpretation : From this graph, it has been concluded that 40 people are aware of the international product supplies of the
company while 10 are not aware because they have no idea about the companies operations.
Does the Mark and
Spencer supplies its
product ranges
internationally also ?
Frequency
Yes 40
No 10 Yes No
0
5
10
15
20
25
30
35
40
40
10

Theme 5 : Initial products through which Mark and
Spencer started its business
Interpretation : From this graph it has been analysed that 30 people are well aware about the companies initial product which is
clothing while 4 says food and 8 says groceries.
What were the initial
products through which
Mark and Spencer started
its business ?
Frequency
Clothing 38
Food 4
Groceries 8 Clothing Food Groceries
0
5
10
15
20
25
30
35
40
38
4
8
Frequency

Theme 6 : Problems were faced by the products of
Mark and Spencer in 1997 and 1998
Interpretation : From this graph, 10 people says that the company has faced loss of sale, 20 says that profitability problem while
20 says both because when sale is affected than it will have direct impact on profitability.
What problems were
faced by the products of
Mark and Spencer in
1997 and 1998?
Frequency
Loss of sale 10
Adversely affected
profitability
20
Both 20 Loss of sale
Adversely affected profitability
Both
0
5
10
15
20
Frequency

PRICE
It is the amount or economic value of a product or services which the customer is able to pay. Therefore, it is to be done by keeping
in mind the price list, competitor's price, terms of sale, etc. While devising the pricing of a product, its utility and value of the
product to its customers must be considered. Organisation undertaken is John Lewis which was founded in 1864 and deals in a
retail sector.