Comprehensive Marketing Strategy & Planning Report - LCCA IHMG6002

This report provides an overview of marketing strategy and planning, focusing on the fashion sector with Marks and Spencer as a case study. It includes a PESTLE and SWOT analysis of M&S, examining the brand's position within the market and proposing an integrated marketing campaign. The report utilizes secondary data to analyze the company's strengths, weaknesses, opportunities, and threats, while also considering political, economic, social, technological, legal, and environmental factors. The analysis aims to provide a comprehensive understanding of M&S's marketing environment and suggest strategies for enhancing its market presence. Desklib offers students access to this report and many other solved assignments.

Marketing Strategy
and Planning

EXECUTIVE SUMMARY
The report summarises the market sector of the company and explain what marketing and
marketing strategy of the company is and the brand within the sector and proposed integrated
marketing campaign. the data collected for the preparation of the report is the secondary data
which is collected from the different sources.

Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................4
1. Marketing sector......................................................................................................................4
2. The Brand within the Sector...................................................................................................6
3. Proposed Integrated Marketing Campaign...........................................................................9
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12

INTRODUCTION
Marketing is defined as the activity adopted by all business enterprises to stimulate in trading
of their products and services. it involves different activates such as advertising, selling of
product, delivery of goods to the customers and many more. Promotion, place, price and
product are considered as the four basic principles of marketing. It is considered as the most
efficient and effective way through which organization conveys the value proposition to the
customers in a engaging way. Marketing helps in generating the revenue and increase the
sales of the products and services. Marketing helps in setting effective goals and objectives of
the company and helps in building the good reputation of the company’s brand. The
marketing strategy of any business can be defined as the plan formulated by the enterprises
in order to reach potential customers. It involves the value proposition of the company, its
brand communication and many more.The report includes the brief explanation of marketing
and marketing strategy and the different types of marketing sector in context with the fashion
management (Simasathiansophon, 2019).
The data is considered as the secondary data. The secondary data is that data which already
researched by the researcher and present on the different mediums. The data has been
collected for the accomplishing the report is from the internet.. The report also includes the
introduction of brand its pestle analysis and swot analysis and creation of new integrated
marketing campaign for the marks and spencer. The report also includes the marketing plans
of the chosen company and measures to put in place for the effectiveness(Ozturkcan, 2019).

.
MAIN BODY
1. Marketing sector
Marketing sectors are those sectors that provide advertising, Marketing and public relations
services. The industrial sector is a classification that describes a unit's activity within the
economy. The classification is based on where the relevant company derives the majority of
its income(Sultana, 2020).
.
The chosen fashion company in this report is Marks and spencer. M&S is major fashion
multinational retailing company. the headquarter is situated in London, England, United
Kingdom. It is a open limited corporation which is already registered on the London stock
exchange (Simanjuntak, 2021). The company was founded in 1884 by Michael Marks and
Thomas spencer. It is considered as the leading fashion clothing retailer in the UK by the
turnover because of its interested fashion sector such as clothing for women’s, men's
clothing, underclothing, youngsters’ wear, home ware and beauty. Marble Arch is the largest
store in London. It has more than 450 store all over the United kingdom. The given is the
Pestle analysis of the marks and spencer’s that helps in identifying thee external factor that
affect the company. The pestle analysis is considered as the tool used by different fashion
industry in order to analyses the external factors that influence the company either in the
positive manner or opposite. The given below is the PESTLE Analysis of M&S(Hall, 2020).
 Political Factor- the copany has widespread brand occurrence in several nations. The
brand controls over 1,300 stores across the globe. Company reaps benefits of EC trade
contracts and this translates into lower procurement costs. Marks and Spencer can
take advantage of the large EU market where its products can travel freely across
different countries without restrictions such as duties and taxes. Price regulation in
other countries Same as Is there a price regulation mechanism for consumer services?
Marks and Spencer believes that working and interacting closely with government is
very important to protecting an organization's legitimate interests. They respond to
government requests, which are publicly available on their website. The company also
has the full support of the government as it has rich historical values and fair business

practices. The two main factors affecting the company are political stability and taxes.
If the government increases taxes, it will further increase the price of Marks and
Spencer's products, which would negatively impact sales of their products(Cairns,
2021).
 Economical factor- the economic factor that affect the business administration are
inflation rate, interest rate, exchange rate, etc. the economy of the UK is one of the
biggest open economy. The government of the UK maintain low inflation rate. The
company focuses on delivering the high quality of products to its customers at
reasonable prices. The financial disrupts may result losses to the M&S which
alternately result in the decrease in the quality products because of dropping income
of the consumer. It bind the hands of the customer in purchasing the luxury items such
as clothing Liu and Sun, 2020).
 Social factors- there are those factor which is generate from the preference of the
societal culture. The business enterprises must look into the cultural collection. As
some stores of the London don’t have the cultural collection of clothes(Feliza, 2019).
 Technological factor- the strategy of marketing of mark and spencer is mostly
influenced by the technology. Mark and spencer spends huge amount of money in
order to attract the customers for the communication between them. The management
uses different pictures of celebrities and big starts in its social and print media
advertisement. As it is a marketing technique by the M&S.
 Legal factors- Due to continuous changes in the law and regulation because of
increasing demand of economy, society and environment. The administration
transmits out updates and re- exercise on yearly basis. The company always update
themselves upcoming unpredicted law and they try to reinforce by giving knowledge
to its employees and managers. (Elsaman and Sergio, 2021).
 Environmental factor- Topics related to the current weather situation are regularly
advertised on TV, in journals and also in papers. the company has pledge to become
an environmental and sustainable oriented. The company must reduce the carbon
footprints and avoid deforestation and use 3R such as reduce, reuse and recycle in the
process of manufacturing of goods and services so ass to protect the environment and
the society.
A market trend can be saturated as perceived inclination of the monetary markets to
forward in a specific way above time period. These tendencies are categorized as long-

term worldly, intermediate-term main and short-term subordinate. Using the technical
analysis, the traders can easily find out marketing trends in the market. Inside the market
as price hits backing and opposition levels that change with time with reference to the
management of fashion in marks and spencer.
2. The Brand within the Sector
It is leading retailer companies in the UK that brings good quality clothing’s, food and
homecare items to the millions of peoples in whole world. It has more than 1509 stores and
over 100 websites internationally. The company undergoes diverse kinds of monetary
business includes credit card, saving and insurance services(Argenti, 2018).
The History of Marks and Spencer is given as the company was founded in 1884 in
a stable by Michael Marks after that tom spencer joind as abusiness partner. They have
status for only retailing British-made products in the 20th century, a strategy that was
dropped in 2002. The business is credited with being the UK shop that used to sell
clothing, gifts, home stuffs and groceries under the St Michael's name. But renamed
Marks and Spencer in UK, Europe, Far East and America.
The Vision statement of Marks and spencer- To offer a well-known towards which
its rivalry can be dignified, since consumer revel in to yield maintenance of the
ambiances and system and to the operating atmospheres for employees.
The Mission statement of the Marks and spencer - The firm attempts to create
great quality goods. The goal of the company is to inspire the customer, to provide them
with the best quality products and to ensure the best value for money.
The unique selling proposition- it is also called the unique selling proposition in
which the business enterprises tell the customer about its product and services, how their
products are different from the competitors present in the market. In context with the
marks and spencer, the company manufacture those fashion clothes which are totally
different from their competitors that help in growing the revenue and increasing the sales
of the company. Spend it well'. More than only a tagline, 'Spend it Well' changed into a
name to action – designed to encourage and allow humans to make each second unique
via way of means of focusing at the experiences, humans and matters that actually matter

Current financial performance KPIs (Key Performance Indicators)- it is quantifiable
values used to assess in what way a success someone or agency is at accomplishing a
objective. The high-stage KPIs that have a take a observe the overall presentation of
business, or KPIs that practice down into procedures on character or sector stage, too.
Marks and spencer has performed well as compare to past few years it has a revenue
generation of more than 92.2% last year and down 2.6% on 2019/2020. The data shows
that the company is performing well in the fashion clothing.
Marks and spencer allows demographic segmentations in order to choose the target
market for its goods and services. it has different segmentation of targets on the basis of
stage, salary, social class and occupation
Marketing mix of Marks and spencer helps the brand/business to compete with their
competitors in marketplace and achieve its business goals. The given below are the
elements of marketing mix for M&S-
 Price- the product manufactured by the company has slightly higher prices as
compared to the other competitors in the market as it provides quality and luxury
items to the consumers. The organization follow the competitive marketing strategy
because the client have more options due to high competitiveness.
 Place- the distribution channel of company is stronger as compare to others
because the organization have more than 1000 stores across the world. The
company has its main business is in UK and it has more than 450 stores already
present there. In India, the company was started in 2001, and it has more than 48
stores available in India.
 Promotion- the promotion technique of the M&S is similar to its competitors.
The company promote their product through various means such as
advertisement , social media and many more. It helps them in increasing the sales
of thee business and increase the brand valuation. Their hire many superstars or
celebrities to promote their products.
 Product- Marks and Spencer has many product line. They manufacture high
qualities of products at reasonable prices. The product line of the business contain
the clothing, footwear, home ware and many more. It includes different types of
clothing for both gender, it manufacture footwear’s like shoes, sandals, loafers and
many products. They also manufacture wallets and women’s bag and accessories.

All the products that they manufacture is of high quality and satisfy the wants and
needs of the customers.
SWOT Analysis of Mark and Spencer
Swot analyses are tool to identify the strength, weaknesses, opportunity and threats of the
company. The strength and weaknesses of the business are called as the micro factors
whereas the opportunity and threats are known as the macro factors(Umboh and Aryanto,
2019).
STRENGTH
 M&S is a recognized brand has a
reputation in all over the world of
providing the high quality of
products to its customers
 It is multinational company having
more than 1463 outlets across the
globe.
WEAKNESSES
 Due to poor supply chain system and
non-availability of product, the sales
of the company in some stores are in
decline phase(Simanjuntak, 2021).
 The company manufacture clothes for
young and teenagers. They do not
offer clothes for the old age group.
OPPORTUNITY
 As M&S is multinational brand. It has
to play active role which can be done
by increasing the more branches in
around the globe.
 It is much behind in the competition
with other online store. The company
have to expand his business more in
online store.
THREATS
 The main competitions of the M&S
are amazon, Tesco, john Lewis and
many more. The competition reduces
the sales of the company.
 The one of the main threat of the
business is changes in the political
and legal system within the country.
3. Proposed Integrated Marketing Campaign
Integrated marketing is also known as 360 degree marketing which is creation of marketing
movements through numerous stations that effort collected and balance each other to achieve
the same aim. The goal involves in context with M&S is increasing the awareness of the
brand, getting a customer to purchase the product and services and many more. It is

considered as the huge explosive growth of digital marketing channel and it is important to
have integrated marketing strategy(Peterson and Crittenden, 2020).
The promotional tools included for the campaign are-
 Content marketing- it is advertising method comprises to interest, engage, and
continue an target target market via way of means of developing and involvement
applicable articles, videos, podcasts, and different media. This technique establishes
expertise, promotes emblem awareness, and maintains your commercial enterprise
pinnacle of thoughts while it’s time to shop for what you sell. Marks and spencer can
use different advertising which includes video, billboard, TV and many more that
helps in generating the sales and increases the revenue(Sultana, 2020) .
 Digital Marketing- Digital marketing, also referred to as on line promotion, is the
advertising of producers to hook up with ability customers the use of the net and
different types of virtual communication. This consists of now no longer most
effective email, social media, and web-primarily based totally advertising,
however additionally textual content and multimedia messages as a advertising
channel. M&S can promote their product on different social media sites such as
instagram, Facebook, whatsapp and many more.
 Direct Marketing- the organization directly sell their merchandise to the general
public is termed because the direct marketing. Marks and Spencer uses direct
email marketing; once a client signs up for your email subscription, they're going
to receive emails concerning the most recent offers and events. this can be
supposed to encourage customers to create repeat purchases and any promote the
complete(Yan, 2018).
 Affiliate Marketing- it is a promoting model within which a company repays
outsider distributers to form traffic or prompts the organization' things and
administrations. The outsider distributers are associates, and also the commission
charge boosts them to trace down ways that of advancing the organization
Marketing plan- it is important to set clear, realistic and measurable goals. It involves
deadlines for meeting targets. It provides a budget for each marketing activity. Mark and
spencer must go through each objective. Link to your strategy is Evaluate the business
climate to distinguish the amazing open doors and dangers that you face. Search for where
you can profit by your assets or where you really want to beat a shortcoming. Marketing mix

helps in developing the market plans for the company (Ozturkcan, 2019). M&S is trying to
gain a competitive advantage with its Plan A, similar to Unilever's Sustainable Living Plan in
the consumer goods industry. This is consistent with the sociocultural and environmental
factors that influence consumer behaviour. 88% of apparel retail consumers say that the
durability of clothing is an important factor and 87% say the same about quality. The quality
of M&S products used to be a differentiator for M&S, but that is now becoming questionable
along with quality issues in their fall range. This underscores the issues M&S has had with
managing its supply chain. They must strengthen their position in this market segment by
promoting better quality and operational management
M&S is making an attempt to realize a competitive advantage with its arrange A, kind of like
Unilever' property Living arrange within the trade goods industry. this can be in line with the
social group and environmental issues that influence shopper behaviour. 88% of attire retail
shoppers say that the sturdiness of vesture is a very important factor and 87% say a similar
concerning quality. the standard of M&S product wont to be a human for M&S, however
that's currently turning into questionable along side quality issues in their fall range. This
underscores the problems M&S has had with managing its provide chain. they need to
strengthen their position during this market section by promoting higher quality and
operational (Simasathiansophon, 2019).
.
CONCLUSION
From given information, it has been determined that marketing is very vital for any
type of business as it involves in the promotion of buying and selling of goods. Marketing
strategy develop to rise the sales of the business products and growth the revenue of the
enterprise. The report also includes marketing analyses and the pestle analysis of M&S. M&S
is known as the one of the biggest fashion retailing company established in the United
Kingdom. The files conclude unique selling prices, current financial performance KPIs. The
swot analysis of the M&S has concluded that there are different strength and weaknesses of
the company.

REFERENCES
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Cairns, A., 2021. B2B Marketing Strategy: Finding the Needle in the Haystack. In B2B
Marketing (pp. 121-156). Springer, Cham.
Liu, P. and Sun, J., 2020. Marketing strategy of marine resort: An exploratory study. Journal
of Coastal Research, 106(SI), pp.42-44.
Feliza, A.P., 2019. MARINE TOURISM MARKETING STRATEGY THOUSAND
ISLANDS. Journal of Indonesian Tourism and Policy Studies.
Elsaman, H.A. and Sergio, R.P., 2021. THE PSYCHOGRAPHICS OF GREEN
MARKETING STRATEGY VIS-A-VIS CORPORATE SOCIAL
RESPONSIBILITY: IMPLICATIONS TO ORGANISATIONAL
GROWTH. International Journal of Entrepreneurship, 25, pp.1-11.