Icon College: Marketing Essentials Report on M&S Marketing Strategies

This report delves into the marketing strategies of Marks and Spencer, a leading UK retail firm. It begins by outlining the key roles and responsibilities within the marketing function, such as planning, promotion, brand management, market research, and environmental monitoring. The report then explores how these marketing roles relate to the broader organizational context, including interactions with HR, production, finance, and R&D departments. A comparative analysis using the marketing mix (product, price, place, promotion, people, physical evidence, and process) is conducted between Marks and Spencer and Tesco to achieve business objectives. Finally, the report presents a basic marketing plan for M&S, summarizing the company's approach to achieve its goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explaining the key roles and responsibilities of the marketing function...............................1
P2 Explaining how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................1
P3 Comparing the ways by using marketing mix in order to achieve the business objectives...1
P4 Presenting the marketing plan................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the activity which is used by the top companies in order to promote the
products and services in better way and also reach wide range of customers as well. In the same
way, current report also highlights the importance of marketing and its role in the success of a
business. The chosen firm for this report is Marks and Spencer, which is a top leading retail firm
in UK who provide range of products such that clothes, furniture, foods etc. Therefore, report
will describe the key roles and responsibilities of the marketing function and then explain how
roles and responsibilities of marketing relate to the wider organizational context. By using
marketing mix theory, report will further compare the ways of marketing planning in order to
attain business objectives. Lastly, it produce the basic marketing plan for M&S.
P1 Explaining the key roles and responsibilities of the marketing function.
In Marks and Spencer, there are different roles and responsibilities of the marketing
function, some of them are as mention below:
Marketing planning: It is the chief role of marketing function in which the marketing
department of Marks and Spencer, make proper planning to make sure that the defined
aim and objectives are attained. For example, company wants to attain the aim i.e. to
increase the sales up to 10% within 3 months (Ebbes, Germann and Grewal, 2019)
(Meire and et.al., 2019). Therefore, the marketing manager of the company make proper
planning which includes promotional activity, allocation of budget, proper analyzing of
environment etc.
Promotion: Marketing department of Marks and Spencer also an important function i.e.
developing effective promotional strategy that helps to attract wide range of customers towards
it. Moreover, using effective promotional technique, the company’s marketing department also
increases the financial performance. It also develop different methods of promotion such that
advertisement, personal selling, sales promotion, social media as well. Further, these decision are
also taken in order to keep budget in mind.
Defining and managing the brand: It is realized that every company wants their product
sell with the unique identity in the market (Cacciolatti and Lee, 2016). Therefore, it is also done
by the marketing manager of the company so that it will sustain the brand image in international
market. Every company have their own unique identity and symbols which make a firm different
and take the brand to different customers is done by the marketing manager of the company.
Marketing information system: It is the system which provides different information with
regards to the various factors such that planning, implementation and controlling different
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methods of marketing. Thus, this system is also used by the marketing manager of Marks and
Spencer, which further depicts the data that is related to logistics so that it will assist to distribute
the work in effective manner.
Market research: It is consider another important role of marketing in which the marketing
done proper research and for that they require proper knowledge of the products, price so that
they will properly communicate with the customers. Moreover, through proper market research,
the marketing department of the company will identify the customers in the large section and as a
result, they promote the goods and services of the company as well.
Monitoring the marketing environment: It is analyze one of the most essential role in
order to develop best and new developments in the marketing department. Such that hen Marks
and Spencer wants to introduce new product in the market, the marketing department will do
proper monitoring of marketing environment (Kirova, 2017). Therefore, it involves, sudden
changes in the marketing trends, socio- economic factors, fluctuation in the market, political
factor or legal factor that affect the brand in adverse way.
Develop marketing strategies: It is another important role in which the marketing manager
of the company develop in which it generate best marketing strategies so that the company will
easily reach to the wide range of customers. Further, through this role and responsibility,
company’s marketing manager may easily research different tools such that may organize
campaign in order to let people know about the new product offered by the Marks and Spencer.
P2 Explaining how roles and responsibilities of marketing relate to the wider organisational
context.
There is a wide relationship of the marketing department of the company
with other department and this is as mention below:
Marketing department with Human resource department: HR
department of the company main work is to recruit the best candidate for
the vacant seat and also overlook the recruitment and selection of
employees. In the same way, the marketing department of the company also
maintain the relationship with HR department and through effective market
research, marketing department of the company let HR department to
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recruit the best candidate that helps to satisfy the needs and wants of the
customers.
Marketing department with production department: the marketing
department of the Marks and Spencer, will gather the information from the
customers in order to identify the needs and wants. Further, they also take
these information to the production department in order to produce the
same so that they meet the needs of the customers. As a result, it will help
to increase the financial performance of the company (Sulaiman and Syahrivar,
2018). On the other side, through the survey, marketing department of the
company also analyze the things which are not like by the customers and as
a result, this is further convey to the production department so that they
may remove the same, and it will assist to improve the product quality as
well.
Further, marketing department of Marks and Spencer also make sure that
they sell the product to right place and it is also based upon the nature of
the product which is introduce by the production department.
Marketing department with finance department: As money plays
an important role in the success of the company such that the finance
department of the company provide lot of information and also set the prices
of the product. Therefore, it provide the opportunity to the marketing
department of the company to produce the commercial fliers, packaging
designs as well as logos in order to let people know about new product. As
finance department of the company is consider as a backbone because it
allocate the budget to entire department in order to make sure that the
needs and wants of customer is meet.
Marketing department with Research and development
department: Research and development department of the company also
plays an important role in the success of the company. Such that it generate
better ideas and innovative products to their customers by minimizing the
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wants and needs. This Is done with the support of marketing department
such that when the new and innovative product is introduce by the
company, then it is the role of marketing department to let people know
about the new product in order to increase the financial performance of the
company (Liu, Chen and Balachander, 2017). Further, through this, it is clearly
analyze that there is a positive interrelationship between the research and
development department and marketing department so that there will be
smooth functioning of the Marks and Spencer.
P3 Comparing the ways by using marketing mix in order to achieve the business objectives
Marketing mix is the strategic model which is used by the business in order to attain the
marketing objectives in the target market. Therefore, it is comprises of all 7 element such that
Place, price, promotion, product, people, physical evidence, process and these are as mention
below:
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Illustration 1: Marketing mix

Particulars Marks and Spencer Tesco
Product The company is deal in retail firm and
offer wide range of products for men,
women, and kids such that footwear,
accessories, lingerie, nightwear, apparel.
Further, it also provide beauty product
such that skin care, make up items, and
different home accessories which
includes bed, cooking and dinning and
travel bag (Marketing mix of Marks and
Spencer, 2018). Lastly, it also provide
furniture items such that armchair, TV
cabinet, side table etc. and wine, food and
flower items as well.
Tesco provides different ranges
of products such that food,
clothing, electronics and
financial services. Moreover,
this is also expand its firm in
online marketing sector as well.
Currently, the company offer
around 40000 products lines in
its retail store.
Price The company uses competitive pricing
strategy in order to attract wide range of
customers. Further, it also increases its
mass-market consumption and may stay
ahead in the competition as well.
Moreover, at the time of season, the
company also adopted the discount
strategy so that the company may
increases the financial performance.
Tesco uses cost leadership
pricing strategy so that it will
help the business to offer
products at low price (Sulaiman
and Syahrivar, 2018). Due to
high competition, company also
changes its pricing strategy so
that it will not creates any
negative impact upon business.
Place Marks and Spencer spread its presence at
international level which includes Egypt,
Spain, India, China, Austria etc. But its
headquarter is In London (Liu, Chen and
Balachander, 2017). Currently, the
company has more than 1000 stores
which are operates in more than 50
Tesco have more than 6000
stores and also operate in 11
countries and recently the
company also explore its
business in different stores such
that Tesco Metro, Tesco
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countries that reflect it as strong market
presence.
Express, Tesco Extra etc.
Promotion M&S only uses modern method of
promotion such that print media, mobile
application and social media so that it
may easily generate best leads in order to
increase financial performance o the
company. Further, quoted firm also
introduce new loyalty programs Spark
which also keep adding points to the
customer's account and then reward
system is also provided or the same.
Company uses modern as well
as traditional methods of
promotion such that hoardings,
television ads, perform
charitable events. Further, it
also uses Tesco Clubcard which
further allow the firm to attract
wide range of customers
(Davari Farid and et.al 2019).
Physical evidence It means the proof and for M&S, its
physical evidence is logo, building,
employees who work in this. Further, the
website is also consider as a physical
evidence for the company.
For Tesco, logos, colors, labels
and equipment are consider as a
physical evidence for the
company. On the other side, the
store location is also known as a
physical evidence of the brand
and further website is also
included on this.
People The employees of Marks and Spencer are
around 83000 and its employees,
manager, customers are consider as a key
people (Saidani and Sudiarditha, 2019).
Further, the company also run different
learning and development programs for
their new trainees and also specialize
programs for the higher role as well.
The sales assistant are also
responsible for the success of
Tesco. As the company is
consider one of the leading
brand and its has around 48000
employees who work under 11
countries and these are consider
as a people.
Process The store o M&S is beautifully made
such that it is divided into floors which
The company's process is
simple and it mainly focus to
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have separate sub section for men,
women and kids. Moreover, the payment
process of the company is also so simple
and it hire a range of employees for
billing so that customer do not delay with
regards to this.
keep the customer happy so that
Tesco will achieve the defined
aim and objectives (Huebner,
2019). Moreover, company also
pay attention to their customer
grievances and also address the
issue as well.
P4 Presenting the marketing plan
Marketing plan is the report which define the marketing strategy for the coming years and
it includes basic key element which are as mention below:
Executive summary: Marketing plan mainly helps the business to decide the best use of
its resources in order to attain the defined objectives. In the same way, current marketing plan is
based upon Marks and Spencer's which is the top retailing firm who provides clothes, food items
etc. further, the plan describe situational analysis in which theories and models are used, and to
attain the objectives, STP is also used. Further, competitive analysis is done in order to determine
other company's strategy. Further, marketing mix theory is applies in order to accomplish the
aim.
Objectives:
 To increase the sales up to 30% in next 6 months by introducing new innovative products
in market.
Situational analysis:
SWOT analysis: It is the model that is used to determine the internal capability of the company
and this is as mention below:
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Strength Weakness
 The quotes firm have high recognition
of the brand such that most of the
customers prefer the brand.
 It offer wide variety of products such
that clothes, furniture, food, flower etc.
 It has large number of stores outlets
such that it has around 900 stores in
more than 50 countries (SWOT analysis
 The firm has bad publicity as a non
trendy store.
 The company did not use digital
technology and as a result, the manual
working increases the cost.

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Illustration 2: SWOT analysis

of Marks and Spencer, 2018).
 It is well known for its popular designer
brands.
Opportunity Threats
 As the firm is deal in different
countries, then it increases the
opportunity for an international
expansion.
 Online presence is also consider a good
opportunity for M&S.
 High competition in the market is
consider the biggest threat for M&S
Pestle analysis: This model is used to determine the external environment of the company and
there are several factor which affect the business such that:
 Political factor: This factor deals with the free trade policies and the company is operate
in different countries. Therefore, it is quite necessary for the company to have a political
stability because it helps the firm in the smooth functioning of the business.
 Economic factor: this factor deals with the exchange rates, inflation rate of the country.
Such that when there is an inflation, then it increases the prices of the product and as a
result, customers are not willing to pay for the products and as a result, it affect the
financial performance of the company (Haider and et.al., 2019).
 Social factor: It deals with the belief and notion of the customers. Such that every
customer have their own perception for purchasing the brand and when they find a new
brand who offer low cost products as compared to M&S, then they easily shifts towards
another. As a result, it affect the brand image of the company.
 Technological factor: Retail sector adopting new and advance technology such that they
introduce self- check-out based retail. But on the other side, M&S did not uses the same,
but it uses online marketing tools such that social media in order to attract the wide range
of customers.
 Legal factor: this factor deals with laws and regulations and there are different multiple
legal disputes. As company operates its operation in different countries. Therefore, it is
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quite necessary for the firm to comply with all laws and regulation such that employment
act, quality act, data protection act (Fairley, 2019).
 Environmental Factor: this factor deals with the protection of an environment such that
the company also follow sustainability act in order to make sure that the firm takes steps
to protect an environment form getting polluted.
Segmentation: in order to attain the defined aim and objectives, company segment its
audience on the basis of age, gender, education so that it will easily increase the overall market
of the company.
Target: the target audience is upper and higher class people whose age is in between 25-
70 so that it will help to generate best income source for M&S.
Positioning: M&S positioned itself as a premium brand in the retail industry and it also
set the prices higher because of its premium brand perception in their customer's mind
(Chatterjee and Chatterjee, 2019).
Budgeting:
Particulars Amount (£)
Stationary 40
Social media marketing 140
Labor cost 250
Market research 110
Creative- design software 100
Miscellaneous expenses 360
Total 1000
Marketing mix:
 Product: To increase the sales, the company offered different variety of products such
that clothes, furniture, flower, groceries and many more. Through different range of
products, company easily attract wide range of customers.
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