Marketing Management Strategies and Analysis for Marks and Spencer

This report provides a comprehensive analysis of Marks and Spencer's marketing management strategies. It begins with an executive summary and an introduction to the company, highlighting its global presence and customer-centric approach. The report delves into the unique selling proposition of marketing management and explores the segmentation, targeting, and positioning (STP) strategies employed by Marks and Spencer. It includes a SWOT analysis, PEST analysis, and Porter's Five Forces analysis to assess the company's internal and external environments. The report also examines new marketing actions to address gaps between present marketing strategies and the external environment, offering insights into the company's adaptation to market changes. The analysis covers the retail sector, M&S's competitive advantage, customer service, and supplier relationships. Furthermore, the report examines demographic, psychographic, geographic, and behavioral segmentation, product development, market development, and diversification strategies. The targeting and positioning of Marks and Spencer's products are also discussed, offering a detailed overview of the company's marketing approach.

MARKETING-
MANAGEMENT

EXECUTIVE SUMMARY
This report has a detailed information about the marketing mix strategies and various
strategies which helped the company in establishing its retail stores all over the world. They have
been engaged in various laws which have provided them advantage in distribution of their
products. Report also consists of unique selling proposition which company have on their
product. It consists of details about the industry in which company is running. It also consists of
segmentation, targeting and positioning strategy of company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
UNIQUE SELLING PRICE OF MARKETING MANAGEMENT..........................................4
SEGMENTATION, TARGETING AND POSITIONING OF MARKS AND SPENCER.......4
SWOT ANALYSIS OF MARKS AND SPENCER...................................................................7
PEST ANALYSIS OF MARKS AND SPENCER.....................................................................9
PORTER'S FIVE FORCES ANALYSIS OF MARKS AND SPENCER................................10
New marketing actions to achieve gaps between the company's Present Marketing strategies
and external environment .........................................................................................................10
CONCLUSION..............................................................................................................................13

INTRODUCTION
Marketing management is the process of performing tasks in a regulated way after
evaluating the external and internal factors of the organization. The marketers apply some
strategies and new techniques to increase the sales of the product of the organization so that the
organization can maximize their profits and reinvest in company's research and development
department to innovate the product or services to get a competitive edge in the current market.
Marks and Spencer is also one of this organization which uses these marketing management to
increase its productivity. Marks and Spencer was Established in 1884 in UK, it is a chain of retail
clothing stores which deals in kids apparels, men's clothing and women's clothing. Marks and
Spencer stores are spread across the world making it the top largest retail clothing stores in the
world. As the Company serving its customers for more than 130 years they are now more
customer centric and tries to retain its customers with their quality of product and satisfaction
achieved to the customers. Marks and Spencer also focuses on the research and development of
the innovation the product and try to lower the cost by finding the best alternative of the raw
materials which is more effective in proving satisfaction to the customers. Report will highlight
the unique selling price of marketing management. It will also highlight the segmentation,
targeting and positioning approach selected by company.
UNIQUE SELLING PRICE OF MARKETING MANAGEMENT
The market value of the retail sector in the United Kingdom saw steady growth between 2015
and 2019, rising by approximately 10 percent to 440.5 billion euros.
The Marks and Spencer has always got and competitive advantage as they have a strong
marketing strategies which help the company's stakes on peak and gave Marks and Spencer a
well-known reputation in UK. Marks and Spencer had a competitive advantage over the market
as they had a superb customer services they treated every customer equally which every
customer liked. They also had a very hygiene and a positive working environment which gives a
rich feel to its brand image and customers were self-convinced to pay for the product of that
Marks and Spencer. The company also gave the authority to their suppliers and manufactures to
take the right actions for the company which also motivated them which increased the efficiency
of the company. As the company at the commencement formulated a policy which ensures the
customers of UK that the company will only make its product in UK that attracted the population

and this helped Marks and Spencer increase its sale, but after a decade the sales of the company
started to decline and the CEO of the company came with a strategy to increase the consumer
market by launching the company in different sectors too. After that Marks and Spencer stepped
in food industry and financial services as well. After the launching of new subsidiaries
companies. The CEO decided to change the approach and strategies which was formulated by
former CEO. The new strategies gave Marks and Spencer oxygen to survive again. As the new
strategies include Quality management of the stock and the supplier and manufacturers, the
company promoted the employees to come up with new ideas to increase the productivity of the
company, the CEO also established new supplier chains outside UK which help the company to
get more customers and also get a change to analyze the current competitors in that market.
Marks and Spencer also focused on segmented analysis of their customer to give their customers
optimum satisfaction as by understanding them better. Company solves the problem of
consumers by providing them high quality products and analyzing their needs and wants.
SEGMENTATION, TARGETING AND POSITIONING OF MARKS AND SPENCER
The need of doing STP for any company has emerged in recent years as the consumers
are now having many options against them in clothing sector. Marks and Spencer decided to
adopt this analysis to study their consumer behavior towards the product of the company and will
also observe different criteria to determine where the company has to improve itself to provide
the quality products and also increase the sales of the company.
Segmentation
Marks and Spencer had to divide its customers into segments to get an in detail
information about the customers. These segments are divided on some cafeterias this will
increase the profitability of the company.
Market Penetration
The first segment on which Marks and Spencer will understand the market to expand the
company's market share. Market penetration Is very essential for the company as it is existing in
the market but the existing product of the market was not successful so Marks and Spencer has to
come with the new product by analyzing the market trends and competitors’ products. This will
help the company to attract the customers from the competitors as Marks and Spencer will
provide the customers with better quality of product and cheaper product. Marks and Spencer has

attracted their customers with offers and discounts and special offers to its existing customers
this will increase the customers and also keep the existing customers satisfied. This will increase
the profits of the company. The company has also divided their customers into demographic,
Psychographic, geographic and behavior of their customers. Demographic segmentation divides
the customers on their age group, literacy level, gender. This helps the company to evaluate the
marketing strategies on these segments will be applied differently according to their group they
are in, which will give the company a better understanding of the customers and it will also
impact the revenues of Marks and Spencer positively. In geographic segmentation the customers
are examined on the basis of their country, culture, or location this will help the company to
make the strategic policies of marketing so that customers will easily accept the product by
Marks and Spencer. The company segregates the customers on the Psychographic terms which
includes the attitude of the customers against the product given by the company and the mindset
for the company, moral values of the customers also comes under this segmentation. The
customers are also divided on the behavioral patterns as the company also wants to know the
thought process of them and this will help company to convince their customers to be loyal with
various marketing strategies (Fidel, Cervera and Schlesinger, 2016).
Product development
Marks and Spencer knows the need to develop its product in interval of time as the
development of the current product will enhance the growth of the company and also creates an
interest in the minds of the customers. The products which are currently given to the customers
of Marks and Spencer have to be updated or try finding the new market for the existing product,
as the company is successful in doing both approaches very well. These approach will also lower
the cost as compared creating a new product as updating the existing product as launching
revised product in the market will also give the customers a chance to compare between the old
and new product. This will create a sound customer base for the product and customers will have
more options to choose from according to their preferences and will increase the revenues of the
company.
Market Development
This a very cost efficient method of increasing the profits of the company. Marks and
Spencer had come up with a superb strategy of launching its current product to the new markets

globally. As marks and Spencer had followed this strategy very effectively and has its retail
stores all over the world. The company just had to take the permission from the government and
also find the potential market where the company will see growth rapidly , like the new market
has cheap labor, favoring laws for the company, high rate of GDP this will increase the profits by
lowering the costs of the company. Marks and Spencer have also innovated its product in the
new market to get a powerful customer base and increase the loyal customer ratio compared to
other markets as there is always the threat of new entrants and existing competitors who are
always trying to improve their products to attracts the customers.
Diversification
Marks and Spencer had analyzed the need to diversify the market with new kind of
products so the company has started its new venture food hall this was a new category of
products and new industry. The Marks and Spencer established its food chain all over the world
by analyzing the growing want of food industry in the world. This type of strategy need a large
amount of investment and there is a lot more risk associated with it, but analysts of Marks and
Spencer efficiently analyzed all the factors which can increase or decrease the growth of sales of
new product.
Targeting
Marks and Spencer had to associate the target for the company as the target motivate an
organisation to work effectively and efficiently. The company has to set the strategies according
to the budget allotted to each market segment and work according to it. The Main target of
Marks and Spencer is upper class and upper middle class of the population of that market. As the
company evaluated that these social class will only be able to have an income level form which
they can spend for their fashion and leisure. The marketers also analyzed the lower middle class
and lower class are more focused on saving their income as a part of security as the case of
limited income, as these social class face the main problem of surviving with their basic needs
and these group of people does not indulge in the leisure activities. So Marks and Spencer need
to find a market which has high ratio of upper middle class and upper class people in the
population which will help in effective increase in the sales of the product of the company. The
company also needs to apply an effective policy and strategy for the company itself and effective
human resource management is also very essential (Chitty, Alessandro and Gray, 2019).
Positioning

Marks and Spencer has also been successful in positioning its product in the market with
some effective strategies. The company positioned its product quality while promoting it this
creates curiosity in the mind of customers and will attract them to buy the product once to satisfy
their desires promised in the marketing campaign. Marks and Spencer used price as a tool to
attract its customers and also it helped the company to retain and create loyal customers.
Company gave the customers special offers, discounts, mouthwatering schemes. Another
technique used by the company was to develop a new concept of wearing the Marks and Spencer
clothes the company also started to make winter clothes which increased the size of the market as
now the sale will not get impacted by the seasons as they will launch new clothing for new
seasons that will also create craze in the customer’s minds and also increase the sales too. Marks
and Spencer has also advertised their products by the help of very famous people which are like
actors, politicians, models, as these can influence the customer very easily and also attract them
to buy Marks and Spencer's products as these advertisements are very influential in nature as
many of the population may admire the model or the actors.
SWOT ANALYSIS OF MARKS AND SPENCER
Every organization has internal and external factors which can affect the organization
positively or negatively. Marketers of Marks and Spencer had analyzed these factors very well
and also helped the company to improve and become more efficient. As SWOT stands for
strengths, weaknesses, opportunities and threats of the company. The strengths and weaknesses
are the internal factors of the organization and can be controlled by the organization but threats
and opportunities are external factors of the organization and cannot be controlled(Bagozzi and
et.al., 2018).
Strengths
Marks and Spencer has very strong base of its customers which belong from upper class
and upper middle class, this improves the goodwill as a premium segment company and many
investors will be ready to invest in Marks and Spencer. The Stakeholder may also feel secured to
invest in this company. Marks and Spencer has also made a very strong step in creating its own
identification for different categories of clothing, some of them are Per Una, North Coast,
Classic Collection etc. these names work as a trademark for Marks and Spencer and help to
increase its market share among the customers. The company is also focusing on increasing its

retail stores all over the world as increase in stores will also increase the market coverage of the
company and that will increase the sales of the company as well (Kerr and Patti, 2015). Marks
and Spencer understands the need of innovation of their products over the period as if it does not
happen then the customers will lose interest in being the loyal customers of the company and will
switch the company with more comfortable and innovative clothing. Marks and Spencer have
also invested in technology as the company has both online and offline stores to capture the
customers and give the customers more satisfaction and according to the convenience of the
customers.
Weaknesses
Marks and Spencer lacks in providing satisfaction to its customers and they also
disappoint their customers with the company's non-returnable policy. The company also has a
drawback that it has very poor distribution channel to supply its goods globally, which is also
costing the very much and decreasing the productivity of the company (Järvinen and Taiminen,
2016).
Opportunities
Opportunities are those chances which a company gets to grow its organization or
increase its profit margins. Marks and Spencer has to make sure that it fully exploit the
opportunities that shows a positive interest for the company, as there are many countries which
have a huge demand of ethnic clothing in the world but Marks and Spencer is lacking behind
taking advantage of that opportunity to increase its customer base and also increase the capital
revenue of the company.
Threats
Threats are the problems which can hinder the future growth of the company. Marks and
Spencer may have potential competitors in the market which can probably effect the sales of the
company and also decrease the profits also, the competitors like Tesco are very efficient in
market strategy and can attract the customers of Marks and Spencer (Watrobski, Jankowski and
Ziemba, 2016).
PEST ANALYSIS OF MARKS AND SPENCER
This analysis is done in order to understand the market and the factors which can affect
the company.(Baker, 2016). These factors can affect the market strategy of the company in

various ways, before any company wants to invest in the market they must also analyze these
factors and intensity too.
Political
Factors which are being controlled by the government of the country where the company
is desiring to invest to get some good returns. Marks and Spencer have to analyze that the
political condition of that country' is stable or unstable (Andaleeb and Hasan, 2016). If the
government is unstable then the company will have to stop the investment in that market as it is
at high risk. The marketers of Marks and Spencer will ensure that what type of trade restrictions
are there and is there any kind of business trade policy which does not favor with the interest of
the company, Marketers will also ensure that the tendency of corruption in the government
officials is high or low as any official removed because of corruption charges will also make the
political condition unstable (Chernev, 2018).
Economical
Marks and Spencer have to consider these aspects while analyzing the new market for
investments. Inflation rate of the country as if the rate is higher than it would impact the cost of
the products. GDP, met disposable income, foreign exchange rates, country's budgetary policies
if these factors are not examined before the investment the Marks and Spencer will decrease the
revenue generation as a whole or may also incur some loses.
Social
The marketers of Marks and Spencer should be efficient in analyzing the behavioral
pattern of that market and also will for the opportunities which will help the company in
increasing their productivity. Social factors like consumer, belief, attitude needs to be followed
by company. Company needs to develop products according to taste and preference of
consumers so that they can create consumer loyalty.
Technology
Marks and Spencer also need to understand the importance of technological changes and
adaptation of new technology by the company. As in retail industry SAP is a revolutionary
accounting software which allows all the retail data to the accumulated and can be accessed from
any system. This helps the company to lower the cost of hiring extra accountant for total revenue
calculation. The company has also invested many large amount of funds in making its own
website and improving its security systems (Shaw, 2016).

PORTER'S FIVE FORCES ANALYSIS OF MARKS AND SPENCER
 Marks and Spencer is a top leading brand so the threat of new entrants is very low as to
compete with marks and Spencer the new company must have to invest a large amount of
capital with high risk which is not possible.(Haider and et.al., 2019)
 Innovation of products of Marks and Spencer keeps the company to maintain its position
in the market. As innovation brings new customers so there is medium level of threat of
substitution of goods.
 Marks and Spencer needs to come up with some marketing and customer retention
technique like discounts, special offers to its existing members which will lower the
power of bargains by the customers.
 As suppliers are the main assets of any business and can make any business successful.
But Marks and Spencer had found a way to lower the cost by making its own raw
material industry which only supply to marks and Spencer and this will lower the threats
of power of suppliers.
 Marks and Spencer is facing a cut throat competition from its competitors every day to
avoid this competition the company has to innovate new products so that they can gain
competitive advantage.
New marketing actions to achieve gaps between the company's Present Marketing strategies and
external environment
Mark & Spencer company covers the 4p’sof marketing (Fan, and et.al., 2015). They are
focusing on product , price , place and product promotion but There are many changes mark &
Spencer company can bring in their marketing mix strategies and make new strategies to
compete with their competitors.
Product
Mark & Spencer is very popular and top retailers in the work they are selling product to
the all types of age group for women , men ,old and kids. They offer a product for woman are
skirts, shirt , leans and many more product and also include footwear , heels , boots and loafers.
They are some famous bands for women which are classics, indigo and food gloves. They are not
even selling this all they are also selling products like home accessories and dining table and
many more (Festa and et.al., 2016). They provide sales for the customer and less product price.

They are having very good reputation in the market but In the clothing they are having main
focused on the woman accessories they can also make new product strategies for men and kids. .
It can be better if Mark & Spencer sells more products for kids and men like footwear and
clothes so they can increas their growth and reputation in the market. Company can add some
unique product which can attract all type of age group, new product strategies can be beneficial
for Mark & Spencer they can also show Their product in creative ways. It is impotent for them
to do market research and find the customers where they can sell their product easily. They
should do market research once in every year because fashion and trends are change in every
year.
Price
M&S is mainly following competitive price marketing strategies. They are selling
premium products in a less price so they can compete with their competitor even they are facing
competition in the online market (Massingham, and Pomering, 2017). This company follows
dynamic pricing strategies in their seasonal time they are offering discount on the old stock so
they can add more customers. M&S should apply new strategies like value based pricing and
they can modify their old products by changing their design and again sell in the market so they
can get more value of that product from the customers. In competitive market it is important for
the company to give them appropriate price so they will not suffer from any loss and they can
compete with their competitors because the main aim of the organization is to earn profit and
satisfy their customer if they will provide reasonable price to the customers then they give
satisfaction to their customers. One more strategy they can use, in a manufacturing process they
can minimize waste of the product and develop their product more better it will save resources
during the manufacturing process and they can present their product more creative and provide
in less price as compare to the market price. That could help them to create more reputation in
the market and they can easily compete with their competitor.
Place
M&S is an Multinational brand and they are having more than 1000 store in all over the
word. Most of their store are in UK where they have 800 plus store. Since 2001 they have 50
plus store in India. M&S also provide online facilities so customers can buy product from home
and they get home delivery (Sulaiman and Syahrivar, 2018). Company's is giving total focus to
expand their business but it is also impotent for them to identify the proper market places for