Introduction to Marketing: Techniques, Research, and Planning Analysis

This report provides a comprehensive overview of marketing techniques, research methodologies, and planning processes. It begins by examining the application of various marketing strategies, such as market penetration and relationship marketing, within the context of Marks and Spencer and Oxfam. The report then delves into the limitations and constraints of marketing, including legal and voluntary constraints, such as advertising standards. Furthermore, it explores the role of marketing research, including qualitative and quantitative methods, and primary and secondary research, in informing marketing plans. The report also discusses the limitations of marketing research, such as time gaps and cost-effectiveness, and how marketing research is used in the marketing planning process, including situation analysis, objective setting, strategy development, and tactic implementation. The report also utilizes SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats within the marketing environment, ultimately providing insights into effective marketing practices and strategies.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1.1.........................................................................................................................................3
P1 Usage of marketing techniques to market products...............................................................3
TASK 1.2.........................................................................................................................................4
P2 Limitations and constraints of marketing..............................................................................4
TASK 1.3.........................................................................................................................................5
P3 Marketing Research...............................................................................................................5
P4 Limitations of Marketing Research.......................................................................................6
P5 In what ways the marketing research is used in marketing planning....................................7
TASK 1.4.......................................................................................................................................10
P6 Marketing Mix.....................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
It is important for an organisation to achieve desired set of goals and objectives. These
objectives are achieved and put in order with the help of the marketing department. Marketing
involves promotion and marketing of products and services of an individual organisation. The
below report describes how marketing techniques are used within the organisation environment.
The limitations and constraints of marketing and in what ways an organisation makes use of
marketing research to contribute in development of its marketing plans. For marketing planning,
marketing research has been used in the report. In what ways customers groups are targeted for
selected products (Shaw, 2016). Along with it, the coherent marketing mix plan is developed for
a new product or service. At last, required conclusions are made.
TASK 1.1
P1 Usage of marketing techniques to market products
Marketing techniques are essential for the marketing department of an organisation to
achieve desired growth and objectives. These techniques are used by the organisation to ensure
successful growth and organisational efficiency in selling of its products and services (Lovelock
and Patterson, 2015). Below mentioned are the usage of marketing techniques both in Marks and
Spencer and Oxfam:
Marks and Spencer
Growth Strategies in Marketing: The growth or marketing strategies used by Marks and
Spencer involves four strategies. The market penetration strategy is used when the chosen
organisation decides to market its existing products within the same market which it has been
using. The strategy of market penetration is used when the company chooses to sell its current
products in the new markets. The product expansion strategy is used when the organisation
decides to expand its products line and adds new features to increase profits and sales. These
strategies are used in order to successful market the organisation products and services.
Comparison

It has been observed that market penetration is one of the best strategies for Marks and
Spencer as in this strategy the organisation can market its existing products and services. This is
one of the easiest and cheap methods of marketing whereas other strategies can be proved very
expensive. Such as product expansion is very costly in which the products needs to be
reproduced (Jobber and Ellis-Chadwick, 2018). This costs a lot of money and expand the
expenses of the company.
Oxfam
Oxfam is a voluntary organisation and its services include helping the humanity and
serving humanitarian purposes. The organisation mainly makes use of relationship marketing
strategy to market its product and services. This type of marketing is a form of marketing which
is developed from direct response of the marketing campaigns emphasized on consumer
satisfaction and retention instead of focusing on transactions related to sales.
The other strategy which Oxfam makes use of is survival strategies. These strategies
include reviewing costs and pricing and re-evaluating positioning. Due to the tough economy of
United Kingdom the survival strategies play a major role for the company to achieve its set
marketing goals and objectives.
Comparison
It has been observed that the company should make use of survival strategies more
because relationship marketing is only going to allow the organisation to achieve and retain its
customers. Survival strategies are going to make the organisation stand in the tough economy of
United Kingdom and probably ensure overall growth.
As per the above analysis it has been seen that Marks and Spencer's usage of marketing
strategies are proved as very beneficial for the organisation. The market penetration has allowed
the organisation to penetrate its current products it the market in a cost effective way and achieve
desired marketing goals and objectives (Kotler and Armstrong, 2015).
TASK 1.2
P2 Limitations and constraints of marketing
Below mentioned are the limitations and constraints of marketing in Marks and Spencer:
Legal Constraints: Legal constraints are mostly created by governments and their
implemented laws. These constraints make Marks and Spencer difficult to market its products
and services and makes it difficult for the organisation to achieve its marketing goals and

objectives. The Sales of Goods Act 1979 which stakes that the property transfer from a buyer to
a seller is completed through a transaction of the money which is also known as price. Along
with Consumers Right Act, 2015 makes it difficult for the organisation to smoothly market its
products and services (Chaffey and Ellis-Chadwick, 2019).
Voluntary Constraints: Voluntary constraints such as code of advertising practices is one
of the most important constraints that impacts Marks and Spencer. This constraint makes it
difficult for Marks and Spencer to advertise its products and services on a variety of platforms.
The advertisements have to go through a number of set standards and channels after being
advertised and promoted on channels of television.
Acceptable Language: During its promotion of products and services when the language
that is used is not acceptable as per the set standards and government guidelines. The advertising
and marketing of products and services gets difficult for the organisation. Marks and Spencer has
to ensure that it is making use of right language and set standards by the law and the channels on
which it is promoting its products and services. Also, it is important to understand and evaluate
each and every restrictions and implications of the advertising channels before making any
related decisions. If the advertisements are produced as per the set standards and guidelines of
radio, television and print media channels. It will make it easy for the organisation to do
successful promotion and marketing.
The above mentioned constraints makes it difficult for Marks and Spencer to market its
products and services in the market of United Kingdom.
TASK 1.3
P3 Marketing Research
Below mentioned are the ways in which Marks and Spencer makes use of Marketing
Research in order to contribute to its marketing plans:
Qualitative and Quantitative research: Marks and Spencer uses Structured data,
statistical analysis, objective conclusion, surveys and experiments in its quantitative research
method (Baker, 2016). The qualitative research method used in Marks and Spencer allows the
organisation to maintain unstructured data, summary, subjective conclusions etc. Both of these
methods allow the organisation to do proper market research and make their decision properly.
Primary and Secondary market research: The type of research done by an individual is
known as primary market research. The surveys Focus Groups, interviews, observations, and

experiments are the examples of these types of research. The benefits of primary market research
is that it allows Marks and Spencer to specify the needs and control the quality of the
organisation. The secondary type of research is done by someone else rather than individual.
Marks and Spencer hires particular agencies in order ensure that its market research is being
done well.
Uses of market research: Market research allows Marks and Spencer to understand and
evaluate the decision making in the organisation. Market trends, the needs of market, consumer
needs and requirements are all important needs that are addressed during market research. Along
with this, this makes the organisation achieve desired goals and objectives perfectly.
Limitations: Limitations of market research includes having less scope of understanding
the consumer needs and demands (Fahy and Jobber, 2015). Also, Marks and Spencer has to
invest a lot of money in doing market research properly. These limitations of market research
does not make it this effective in reaching the required marketing goals and objectives. It allows
the overall organisation's management to consider their own needs and requirements properly
and ensure proper growth and development.
P4 Limitations of Marketing Research
Below mentioned are the limitations of Marketing Research and the problems that Marks
and Spencer faces due to them:
Time Gap: In Marks and Spencer, marketing research needs more time. It might take
months, weeks, years etc. In case when research is carried out to solve a particular problem, the
final outcomes might get available after a considerable amount of time. The time gap makes it
difficult for the organisation to achieve desired set of goals in its required time period. Along
with it, the time gap increases the expenses and the costs of the organisation, thus, it makes
marketing research very expensive (Ryan, 2016).
Cost effectiveness: The other limitations of marketing research is that is reduces cost
effectiveness of the organisation. Marketing researches in Marks and Spencer involves a lot of
money and costs. It is important that in order to ensure cost effectiveness the research needs to be
fast and efficient. In case, when the research is taking a lot of time and money it becomes hard
for Marks and Spencer to maintain its cost effectiveness in that order.
Validity of data collected: Also, Marks and Spencer has to face troubles when validity
of the data collected by the Marketing team does not last for a long period. It makes the

organisation difficult to comprehend that it should continue its decision making as per the
collected data or not. Along with it, it gets difficult for the organisation to achieve its set goals of
marketing when the validity is not going to stick for a long period.
Other limitations of Marketing Research includes problems of trust and accuracy,
subjective or biased results, applicability of use, etc. It is important that Marks and Spencer
considers each and every aspect of Marketing Research properly before making any required
decisions.
P5 In what ways the marketing research is used in marketing planning
Below mentioned are the methods in which Marks and Spencer used the application of
marketing research in marketing planning:
The Marketing Planning Process
Situation Analysis: In the first step of the planning process the situation is analysed and
understood by Marks and Spencer (Atwal and Williams, 2017). According to the situation, the
decisions are made in order to take the plan further. Marketing research is used here to
understand the situation.
Marketing Objectives: In this step, Marks and Spencer analyses the objectives and
prepares them accordingly. These objectives are later set in order and the plan is developed as
per their needs and requirement. The research is used here to prepare marketing objectives.
Marketing Strategy: This is the third step of Marketing Planning Process, in this step
required marketing strategies are prepared by the organisation as per the set goals and objectives.
The research is used here to prepare strategies.
Marketing Tactics: Necessary tactics are prepared and understood in the marketing
planning process and are pointed out. These tactics include such as advertising techniques,
promotion platforms, Unique selling points of the organisation etc. Tactics are made according to
the done research.

(Source: Project approach to develop a strategic marketing plan, 2015)
SWOT Analysis
SWOT Analysis helps Marks and Spencer in a variety of ways to achieve organisational
goals and objectives and implement proper planning:
Strengths Weaknesses Opportunities Threats
The strengths of the
done marketing
research are identified
at first. It allows
Marks and Spencer to
understand and
evaluate the basic
needs and
requirements of the
organisation from the
done research. The
strengths showcase as
in what ways the
marketing plan can be
The weaknesses
identified while the
marketing research
allows the organisation
to understand and
comprehend the weak
aspects of the
organisation and at
what places they need
to be careful while
taking any steps
(Angelini, 2019). The
weaknesses are
carefully examined
Identification of
opportunities allows
the organisation to
understand and
evaluate the core
places where
important
opportunities can be
seen and identified.
These opportunities
are used in the
marketing planning
that makes to ensure
that Marks and
The threats identified
in the research
provides the
organisation with a
brief detail as in what
places the organisation
needs to be careful
while making its
decisions and
implementing planning
and planning process.
These identified threats
are eliminated and
understood properly by
Illustration 1: The Marketing Planning Process

taken further and
which are its core
areas that the
organisation can rely
on for its success.
and are eliminated by
the organisation during
its marketing planning.
Spencer is regularly
doing better in terms
of increasing its
capacity and product
developments.
Marks and Spencer
before making any
prior decisions related
to the organisational
growth and
development.
SMART Objectives
The smart objectives are a series of objectives which are used to determine the efficiency
of the organisation's Marketing Planning. Below explained as how these specific objectives helps
the organisation in its planning from done research:
SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME-BOUND
Once the
marketing
research is done,
Marks and
Spencer's
marketing team
understands and
evaluates the
done research
properly and
looks for the
specific things
that are required
to make a proper
planning.
In this objective,
after the research
is done.
Marketing team
of Marks and
Spencer make
measurable goals
for its marketing
planning. Also, it
helps the team to
properly evaluate
and ensure its
needs and
requirements.
The attainable
part of these
objectives ensure
that from the
done marketing
research, the
department has
set attainable
goals and the
goals which needs
to be attained in
order to achieve
proper planning.
The set realistic
goals allows the
organisation to set
such goals which
are realistic and
needs to be
achieved
properly. These
realistic goals
make sure that the
organisation is
achieving
required goals
and it's
maintaining its
efficiency along.
At last, in these
objectives from
the done research,
Marks and
Spencer evaluates
and understand
the required time
to achieve the set
goals and
objectives. It
makes it easy for
the organisation
to achieve desired
goals and
objective in the
set amount of
time.

Different Customer groups targeted by the organisation
Below mentioned are the different customer groups targeted by Marks and Spencer in
order to sell their women's and men's dresses.
Age group (B2C): The age group of men's and women's is selected as per the product's
needs and demands. The products were produced for the ages of 18-24 years of men's and
women's (Lovelock and Patterson, 2015). This group is selected by Marks and Spencer because
the products were made for this particular group.
Lifestyle (B2C): This customer group were selected by the organisation by judging the
current trends of the people and their importances. This group was chosen because the products
were made as per the current lifestyles of the people.
Gender (B2C): The selling demand of the product were need to be considered before
choosing the customer group. The genders were selected because the clothings produced were as
per the genders of both men's and women's.
Job Roles (B2B): The businesses demand were considered before choosing the particular
job roles in selling of products and services. These job roles were chosen to understand people of
which ethnicities and workplaces needs to be targeted.
Quality (B2B): The quality factor was chosen to understand what quality of products the
business wants. It is chosen because the products quality needs to be determined before making
any decisions.
Designs (B2B): The design group was chosen to sell the products as per the particular
required designs of the organisation. It was chosen because the designs play an important part in
selling of the products and commodities.
TASK 1.4
P6 Marketing Mix
The chosen product or service is women's jeans. This is the new product of the
organisation and it wants to sell it in its new markets of United Kingdom. The product is chosen
because there's a need in the demand for producing women's jeans. Also, the fit sizes are not
available in the market (Jobber and Ellis-Chadwick, 2018). The particular target market for the
product is women's of the age's between 20-35 and the one's which are office goers. The price
which will be charged for the jeans will be 350 pounds. The products will be promoted via online

marketing practices. Social media, Internet, and Internet advertising will be used to promote the
products and service. Also, other promotion techniques will include print advertising, radio,
television etc.
CONCLUSION
The above report explore the importance and introduction of marketing practices. The
report puts light on in what ways the marketing techniques are used to market the products in
Marks and Spencer and Oxfam. Later, in the report the limitations and constraint of marketing is
explored. The report identifies and explains the uses of marketing research for the purpose of
marketing planning. Along with it, a variety of marketing techniques are compared within the
organisations. At last, a required marketing mix is prepared.

REFERENCES
Books and Journals
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Jobber, D. and Ellis-Chadwick, F., 2018. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Shaw, S., 2016. Airline marketing and management. Routledge.
Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Angelini, R., 2019. The Landscape Produces Innovative Strategies for Lo-cal Communities
(Innovative Cultural Marketing Plan for Ager Cuprensis’s Area). Repository
ISTITUZIONALE, p.59.
Online
Project Approach in Developing a Strategic Marketing Plan. 2015. [Online]. Available through:
<https://michelaquilici.com/project-approach-to-developing-a-strategic-marketing-plan/>