Marketing Essentials Report: Analysis of M&S Marketing Strategy

This report delves into the core principles of marketing, examining the key roles and responsibilities of the marketing function within an organization. It explores how these functions relate to the broader organizational context, emphasizing the importance of customer needs, market trends, competition monitoring, and effective communication. The report analyzes how different organizations, specifically using M&S as a case study, apply the marketing mix in their planning processes to achieve business objectives. Furthermore, it provides an in-depth evaluation of the marketing plan for an organization, covering market research, marketing environment analysis, and the interrelation of the marketing department with other departments like R&D, Production, HR, and IT. The report aims to provide a comprehensive understanding of marketing strategies and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Explaining the key roles and responsibilities of the marketing function...............................1
P2 Explaining how the roles and responsibility of the marketing functions relate to wider
organisational context.................................................................................................................3
LO 2.................................................................................................................................................6
P3 Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
LO 3.................................................................................................................................................9
P4 Producing and evaluating the marketing plan for an organization........................................9
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is the process of measuring the product sales and promote the brand into
higher level. In other words, marketing basically based on five concepts which are production,
product, selling, marketing and social marketing concept. Present study has been based on
Marketing Essentials for which report has been chosen M&S, it is a British supermarket chain
which forms the food retail division of Britain largest employee owned retailer. Further, In this
study explain about the key roles and responsibilities of the marketing function. It explains the
roles and responsibilities of marketing in the context of the marketing environment. Moreover,
study also considered the different organisations apply the marketing mix of the marketing
planning process to achieve the business objectives. On the other side, the next segment of the
file discuss about the marketing plan for an organization.
LO 1
P1 Explaining the key roles and responsibilities of the marketing function.
Marketing department having the overall responsibility to grow the business profits and
revenue for the future growth. Besides, marketing manager is also responsible to generate
revenue, market share and how they contribute to the company growth and profitability. In other
words, it helps to meet out the company aims and objectives. In other words, the marketing
department is the function which helps to contribute in the business performance beyond an
organizations wide market orientation (Blythe and Martin, 2019). In other words, marketing
department interlink the connection between the customers or the companies in order to generate
the long lasting results to upgrade the high performance or spread the awareness of the business
products.
Marketing department play a most important and essential role in order to select the
common frame of references across the firms for thinking about the marketing functions
contributions.
Listening to customer needs
This is the foremost function or role of marketing department which helps to recreate the
strong relationship between customers or the company. Marketing activity is the department who
connects people to the company. So that, it is very necessary for marketing manager to listen the
clients' requirement and listen in order to find out their needs and wants. Marketing manager of
M&S collects feedbacks from clients to listen up their queries and their expectations from the
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company (Brace, 2018). This function has been performed through different manner such as by
using company internal channels by creating surveys or capture information of the sales team
and customer support. This would help to redirecting the marketing strategies in the future.
Outside the company, Marketing manager perform searches and create actions in social
networks that helps to better understand the needs of users in order to convert them into
customers.
Track trend and monitor competition
This is the foremost responsibility or function of marketing department to determine the
potential trend from the market in order to measure the actual current trend within the market. To
know about the company competition and leading challenges it is required to adopt the main
functions and take the best ideas and goals for the company betterment and influencing process.
By knowing the competitors and their strategies would help M&S to adopt the new product plan.
Basically, it produces the best following market opportunities that helps to redefine the new
opportunity and gain towards the further development process targets.
Communication and promotional materials
Marketing department is responsible for managing the effective learning process to make
the new further and long lasting development growth to bring out something innovative. To
maintained the communication among stakeholders or consumer, it will help to understand their
actual demand from the company (Chaffey and Ellis-Chadwick, 2019). In other words,
marketing manager of M&S organise different marketing campaign in order to generate the
customer range and competition in order to operate the different functional activity and
following the best ideas and growth. Marketing manager also responsible to manage the
marketing budget according to which they need to make promotional activity plan. According to
this plan they generate the long lasting results to bring the new goals and services. This would
help to identify the plan adverting, develop an e-mail, marketing programs and create marketing
programs, they might be helpfully to bring the new opportunity and gain towards the making the
best advancing goals and take the new further opportunity and goals. Besides, that promotional
activities also handled by the marketing manager to generate the company awareness and new
product development growth.
To conduct a Market research
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In order to get the market opportunity and wide range of product development this helps
to redefine the new development target and opportunity to take out the new opportunity and gain.
It helps to make the new development target and brings the market opportunity. The main
purpose or market agenda is that to understand how marketing operates in organizations.
Besides, that marketing research based on the company aims and objectives or according to the
perception of the customer demand in the market (Frösén and et.al., 2016). M&S marketing
department create the different level of market research that affect or reproduce the customer
needs and wants by offering wide variety of product or services. Market research also helps to
analyse the actual existing performance or strategies adopted by their competitors. On that basis
company prepares better business plan. As market is dynamic and uncertain, it very essential to
meet out the best growing performance and meet out or generate the long lasting performing
goals.
To analyse Marketing environment
The marketing environment of a business consists internal and external that affect the
business activities directly or indirectly in nature. This is the another challenging task that
produced by the company targets and also should have required to take the challenging decision
making approaches. Overall, Marketing function perform the function to measure the threat or
opportunities from the marketing environment and produce the best competitive plan for the
business growth (Hill, 2017). Besides, marketing function also responsible to produce marketing
cycle on the basis of the environmental factors.
P2 Explaining how the roles and responsibility of the marketing functions relate to wider
organisational context.
Marketing department plays the most significant role with all the other departments of the
organizations. In other words, marketing department should have to connect with other
functional units such as production, finance, HR, operation, IT etc. All such departments are
interlinked with each other in order to generate the more information from the market. The main
purpose behind these goals is to generate the following result goals to bring out the main
advancing results and goals. Besides that, marketing department is the most necessary
department within every type of organization which directly connected with the market or
customers. In other words, here it presents the interrelationship between the marketing
department with other departments to define the actual importance of the new logical
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environment that affect the business opportunity and long lasting effective issues within the
organizations.
Research Development
Research and development is the engine within an organization which generates new
ideas, innovations creative new product and services. Basically R&D department play a
significant function within the company that approach the new development targets and
following the best opportunity and gain to make the good impact on the following matter and
growth (Lane, 2016). This would help company to compete with the challenging outcomes that
gains the long lasting future opportunity to get the company more popular and effective to learn
more different concepts. In other words, R&D department is the department that delivers the new
product ideas of new product based on the marketing research.
Research & Development department should be driven by the marketing concept. Behind
the new product concept or development the needs of that product comes from the marketing
research in order to satisfy the needs and wants of the customers. Research and development
exactly based on the activities of marketing that would totally relies on the effective learning
process task in order to full fill the customer effective needs and wants.
Production/operations/logistics
Production logistics departments is the another functional department that produces the
new logistics and goals opportunity to bring the new opportunity and gain as per the needs and
wants of the new development growth. Operation departments includes activity such as
warehousing, packaging and distribution. To an extent operations also includes production and
manufacturing as well as logistics. Overall it helps to bring the new environment opportunity to
take the long lasting opportunity and gain. Besides, that it also very helpful to define the long
lasting range of development. In other words, it helps to redefine the new working growth and
new opportunity task to full fill the company needs and wants (Lovelock and Patterson, 2015).
Overall, it makes the good opportunity and goals. It also helps to define the long lasting image
the new working opportunity and business goals and brings the long lasting results. Production
department helps to redefine the new working objectives and brings out the national opportunity
and goals. Marketing activities that brings out the promotional activity and goals to take out the
new opportunity and gain. In terms of marketing concept it has been define marketers need to
sell products and services that are currently in stock or can be made within reasonable time limit.
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In other words, it has been defined that without the help of marketing department production
department can never work and leading the best growing performance target and leading
departmental opportunities to upgrade the leading challenging goals. Marketing manager start the
initiative to make or spread the awareness among the all departments to deal with the long range
of product or services.
Human Resource Department
Human resource management is the function within the organizations that create the long
range of new development goals to take out the best growing performance. HR department are
handling the employee recruitment, selection, training and development. Other functional
activities for which HR manager is responsible that are well being of employees, employee
motivation, development of employees etc (Malhotra, 2015). Besides, that Marketing department
interlinks with the HR departments in order to hire the new employees for the marketing
departments. In other words, company also responsible to analyse the long range of development
growth in order to sustained the effective management targets. Moreover, Marketing department
interrelate with HR department in order to give the other information or required skills to make
the effective team building. So the communication between marketing and HR department is
very essential to analyse the employee requirement and growth. For example : HR department
may run a staff development programme which needs a newsletter or a presence on the intranet.
This is a marketing effort.
IT Department (Websites, intranets and extranets)
IT departments interlink with HR department in order to meet out the best advancing
growth. IT department basically belong to IT practices handling the secure data, software,
technologies etc. In such a modern era IT technologies are the foremost function within the
organization to handle the digital technologies. In other words, through information technologies
companies operates its selling or buying services through websites' manner. Besides, that it
develops the long lasting range of services to meet out the development growth. Marketing
department or IT functional unit must be interrelate with each other that so that proper
information of customer needs flow to IT departments (Mishra and Modi, 2016). That also
appreciate the learning goals and brings the new opportunity task. Marketing manager helps IT
department to know more about the current needs and market trend so that they can better
present the more information about company aims and objectives and goals.
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Finance Department
Financial department is the foremost department that accomplish the needs of the whole
organization weather it is marketing cost, production cost, budget, operating cost etc. All the cost
are including that helps to make the new working opportunities and goals. Besides, financial
department has to connect with the all other departments that maintained the proper goals and
objectives to make the effective working outcomes. Marketing manager has always required
funds for promotional activities. So that, it will help to redefine the long lasting product outcome
goals. Financial and marketing department is the best way to make the effective learning goals.
LO 2
P3 Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
There are different business tactics and strategies that helps to accomplish the business
objectives and goals to fulfils the customer needs and wants. Strategies and tactics are the
essential part in the business that discover the new product or services that will help company to
get the best out of the market opportunities (Patassini, 2017). Most of the common strategies or
tactics company adapt to make the profitability such as product and service strategy, High and
low pricing strategies to gain the customer demands and market opportunities. High and low
pricing strategies employing low prices of product and services to gain the industry dominance
and but that is the obvious route. Besides that, it also aims to make the long lasting image in
different opportunity and goals. Another strategy that company could adopt is high and low
pricing strategies which helps to gain the industry dominance, but that is the obvious route. Some
companies besides, to get the best following material and goals. Moreover, marketing strategies
to target customers. Other tactics or strategies that company can adopt is finance investment
strategy or operational efficiency strategy etc (7 major Importance of Marketing. 2018).
Differencing the Marketing mix adopted by the competitors
Marketing Mix Marks & Spencer Tesco
Product Marks & Spencer sf the supermarket
company that provides the range of
different products as compare to
other competitors such as grocery
Tesco is the leading company
which offering the consumer
goods and services such as
clothing, grocery, furniture, baby
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consumer products, also clothing of
men and women. Including like
Blazers, Cardigans, Jeans, Shirt, skirt
etc.
& toddler, garden, Toys, Health
& Beauty etc. Tesco deals with
high range of product or services.
Price M&S adopts competitive pricing
strategies for the enhancement of in
other words, M&S adopts the pricing
strategies on the basis of business
and marketing position (Pike, 2015).
Besides, that company follows the
long range of new styles that makes
the best pricing policies which makes
the effective learning outcomes and
goals to generate the new managing
successful business growth.
Tesco adopts cost leadership
pricing strategy in order to gain
the profit as well as the attention
of buyers as well. It also helps to
make the good impact on the
overall leadership style to make
the buyers happy. In other words,
Tesco pricing strategy based on
the marketing message which
explains that “Every Little
Helps”. Besides of that, Company
also adopting different strategies
such as economy pricing, product
line pricing and geographic
pricing strategies to meet out the
company aims and objectives.
Place M&S is an international brand which
has operating more than 1000 stores
across the world. Customer reach of
M&S is very large. Place is must in
marketing strategies where company
should have focused on the customer
reach where they easily get the high
range of customer scope. Place is mu
Tesco is also having huge
customer reach that define the
huge connectivity with
customers. Tesco has 6,900 +
stores across the 11 countries. It
has different outlets which
belongs from different names
such as Tesco superstores, Tesco
Express etc.
Promotion M&S is the most famous brand for Promotional activities of Tesco
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that they more focused towards
adopting the strategies and
challenging business performance.
M&S chooses its marketing
strategies such as advertising
campaign, with digital technology in
stores. Customer finds there blogs
and very easily on the websites.
belongs to different opportunity
and goals it also helps to redefine
the long term goals and services.
Moreover, it takes time to write
the new target opportunity and
brings long term effectiveness
towards the attracting the
customer growth.
Physical Evidence Marks & Spencer has more than
1000 stores in over 50 countries in
the world. M&S began its operations
in all over the worlds (Tzokas and
et.al. 2015). Marks and Spencer
having the wide range of employees
in order to redefine the new
opportunity and task oriented which
makes the good impact on the new
developing process and makes the
good impact on the overall
development goals. Physical
evidence of M&S also very good in
terms of shop outlet, air conditioning
the arrangements for customers etc.
besides, that it will help to recontinue
the work accordingly and more
enlarging. All such elements of
physical evidence attracts customers
towards the company outlets.
Physical evidence of Tesco stands
for company which stands for the
better place it also helps to beet
out and goal oriented place
outcomes. Besides, they present
their shop outlet different to each
other in terms of effective
management task and build up
the long lasting relationship
goals.
People M&S got more than 1000 stores in
over 50 countries. Besides, M&S
Tesco also affect the business
target and brings the full effective
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employee strength is around 83000.
The company pays special attention
to the employees. Overall, M&S hire
special and skilful employees for its
organizations that gain the customer
service or focus towards the goals of
company.
outcome and growth. Tesco is the
leading employing within the
organisation that fulfils the
customer requirement and
maintained their satisfaction
level.
Process M&S is the process of distribution
by company outlets, stores, mall, sub
urban areas. With each section there
are separate sub sections for women,
men and kids. Overall, M&S having
different section of men, women or
kids.
Tesco process based on the
accessibility, capacity, service
features and levels of production.
LO 3
P4 Producing and evaluating the marketing plan for an organization.
Marketing plan
Executive Summary
Marketing plan is the process which helps to shaped the new product portfolio in front of
the business opportunities. It describes the new business plan of the business along with
innovation and goals. The marketing strategy is essential document that defines the all
information about the company new launching such as M&S will plan to start the new segment
of wines and start selling wines for the buyers. For this company developing their new marketing
plan in order to attract the customer attention. Present marketing plan has been based on M&S in
order to achieve the market opportunity.
Business objectives
The main aim of the company marketing plan is to gain the competitive advantage and
customer attention towards the new product or services (Zikmund and et.al. 2017). Besides, that
another objectives of the present marketing plan is to produce the beneficial outcomes for the
company stakeholders and new opportunity organisations.
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SMART Objectives
Specific : Specific objective should always help to get the final goals or the destination
that company wants to archived. Such as M&S wants to supply Wines to their customers with
the objectives is to increase the company sales by 15%. So this is the objective for which they
prepare the new marketing plan.
Measurable : Measurable for instance going back to the example objective of selling
more. Measurable goals always helps to identify when exactly it has been reached is defined
prior.
Achievable: Make the planning like the best in order to get the objective easiest and
effective. Likewise, if a target was too easy will inhibit from pushing yourself and doing.
Realistic: Objective of the company should realistic and most effective in order to make
the new working opportunity and task to gain the new working ideas and goals.
Time: Deadlines should be there in the project in order to get the goal into faster manner.
In other words, project must have starting or ending date of the project.
Marketing audit
Marketing audit helps to measure the business environment and the factors which
involves in the business aspects. Marketing audit is one of the most effective process that
company has to be performed. In order to analyse the internal or external market, M&S can take
help from the marketing model to get the best though to think about the new process.
PESTLE Analysis (External analysis)
Political : Political factor get influenced by the democratic parties or the new changes
that occurred in the company. Political challenges is more effective and challenging in order to
meet out the company goals and services. In order to handle the business at international level
M&S should have required to know about their political issues which might affect the business.
Economical : M&S also get affected by the economical condition of the country. This
focuses on the higher quality which only let to short term. Besides, it also helps to redefine the
logistic goals and services.
Social cultural factors : Social factors challenged the companies in different manner in
order to affect the business by low different market position. For which company should have
required to make sure about the customer services in order to meet out the different opportunity
and task.
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