BTEC Nationals in Business Unit 3: Introduction to Marketing Report

This report provides a comprehensive analysis of marketing techniques employed by Marks and Spencer (M&S) and Care UK. It begins by describing the marketing strategies, including growth and branding strategies used by M&S, and survival and relationship marketing strategies used by Care UK. The report then compares the marketing activities of both organizations, evaluating their effectiveness. It delves into the constraints and limitations of marketing, such as legal and voluntary constraints. The report further explores how M&S utilizes market research for developing marketing plans, including qualitative and quantitative research methods, and primary and secondary research. It also addresses the limitations of marketing research and provides recommendations for improving its validity. A SWOT analysis and PESTLE audit are included to provide a comprehensive understanding of the marketing environment. The report also explains how and why customer groups are targeted and develops a coherent marketing mix for new products and services, considering product, price, place, and promotion strategies, which are targeted at defined group of potential customers. References are included at the end of the report.

Introduction to Marketing

Table of Contents
SCENARIO 1..................................................................................................................................1
P1 Describing how marketing techniques are utilised for marketing commodities in two
different companies.....................................................................................................................1
M1 Comparing marketing activities used in both organisations.................................................2
D1 Evaluating effectiveness of use of techniques in marketing products...................................2
P2 Describing constraints and limitations of marketing..............................................................2
SCENARIO 2..................................................................................................................................2
P3 Describing how firm uses marketing research for development of marketing plans.............2
M2 Explaining limitations of marketing research for developing plans.....................................3
D2 Justifying recommendations for improving validity of marketing research..........................3
P4 Using marketing research for marketing planning.................................................................3
SCENARIO 3..................................................................................................................................5
P5 Explaining how and why groups of customers are targeted for chosen products..................5
SCENARIO 4..................................................................................................................................6
P6 Coherent marketing mix for new products and services........................................................6
M3 Developing a coherent marketing mix that is targeted at a defined group of potential
customers.....................................................................................................................................7
REFERENCES................................................................................................................................8

SCENARIO 1
P1 Describing how marketing techniques are utilised for marketing commodities in two different
companies
For this report, Marks and Spencer (M&S) and Care UK have been considered. M&S Plc
is British global retailer headquartered in the UK selling top quality clothing, home and food
products. While, Care UK is a British voluntary organisation offering healthcare services to
people. M&S Plc has used Growth strategy and branding strategy which are outlined below-
Growth Strategy
Market Penetration
 Lower prices of products to boost sales
Market Development
 Increase products range to existing markets (Yousaf and Xiucheng, 2018).
Product Development
 Top quality clothing develops market
Diversification
 It diversifies into more range of products to expand its retail segment.
Branding Strategy
Quality products offered by M&S Plc tend to attract customers and they become loyal to
firm. By looking at brand image, customers make purchase goods leading to profitable margins.
The survival and relationship strategies are used by Care UK discussed below-
Survival Strategy
Care UK needs to regularly engaged service users or patients for expanding its base and
survival in the long-run. It requires analysing its rivalries such as NHS and then making strategy
accordingly for competing in the market (González-Rodríguez and et.al., 2018).
Relationship Marketing
Process of bringing sellers and buyers forming bond is called as relationship marketing.
Gaining information is technique in this marketing where Care UK can know through its
website, who donates for firm. Thereafter, firm can track them and thank persons for maintaining
close bond.
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M1 Comparing marketing activities used in both organisations
The marketing activities being implemented by Care UK and M&S Plc are effective in
accordance to their nature, company profile and objectives. It can be analysed that nature of both
firms are different and are approaching towards its customers in the best manner possible. The
marketing activities and strategies are in accordance to their goals.
D1 Evaluating effectiveness of use of techniques in marketing products
The use of marketing products is being deployed in company providing firm’s products,
commodities and effective services to customers (Jiménez-Zarco and et.al., 2019). Care UK
offers appropriate services to patients with full hygiene. On the other hand, M&S Plc provides
trendy clothes and food products to customers for earning profits.
P2 Describing constraints and limitations of marketing
Legal Constraint
Sale of Goods Act, 1979
It is a law of UK protecting consumers and ensuring goods as described are of utmost
satisfactorily quality and fit for purpose. Sale of Goods Act 1979 states that any product being
sold by company or firm must be fit for purpose. For instance, Tesco Plc breached this law when
firm sold meat being labelled as beef, while it was horsemeat. Hence, it was breach of law
because it was not as described as labelled.
Voluntary Constraints
Code of Advertising Practice
ASA (Advertising Standards Authority) regulates code of advertising, sales of marketing
and direct marketing. The code states that any company namely M&S Plc should follow rules
when marketing such as protect customers from misleading claims, creating even footing for
advertisers (Chaffey and Ellis-Chadwick, 2019). Consumers’ interest should be acknowledged
when advertising product. If breach is conducted, then advertisements of M&S Plc can be
withdrawn from radio stations, TV.
SCENARIO 2
P3 Describing how firm uses marketing research for development of marketing plans
Qualitative and Quantitative Research
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Qualitative data is used by M&S Plc for collecting information how people about their
experience in firm. Data is included like open-end questionnaire, interviews and observations.
Quantitative research is utilised by organisation like surveys etc.
Primary and Secondary Research
Primary research is gathered by personal interview, test marketing and direct
observations (Ogbari and et.al., 2018). Secondary research is taken from company reports, stock
analysis, commercial data, published research etc.
Uses and Limitations of Market Research
The marketing research being carried out by M&S Plc evaluates information from
surveys, questionnaires and observation. It is helpful for company so as to extract customer’s
perceptions, demands and feelings which helps to formulate marketing strategy by British
multinational. Limitations such as data are provided by customers in form of questionnaire,
observations may be that person’s perspective may differ from each other. Thus, it can be
justified that firm various researches are used by M&S Plc which contributes to company in
developing marketing plans. Progressive way is adopted by company helping to form well-
mannered strategies.
M2 Explaining limitations of marketing research for developing plans
Limitation of marketing research like consumer behaviour and marketing environment
keeps on changing which is biggest limitation of research (Arafah and et.al., 2018). Moreover,
person’s perspective differs as well which does not provide exact information. Thus, these things
obstacles marketing research for developing plans.
D2 Justifying recommendations for improving validity of marketing research
Marketing research can be assessed in a better manner for improving validity of marketing
research. Specific target group of people is made by M&S Plc to focus on youth to sell its
clothes. Thus, it is recommended to conduct research for analysing marketing norms to attain
customer satisfaction.
P4 Using marketing research for marketing planning
SWOT Analysis
Strengths Weaknesses
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 Clear branding image
 Private labels and innovation
 Instable supply chain
 Increased brand switching
Opportunities
 Demand for ethnic wears in Asia
 Indian ethnic wear demand.
Threats
 Competition from Zara, United Gap
 Likely depreciation from sterling after
Brexit.
PESTLE Audit
Political
 Brexit implications
 Changing taxation
policy (Gaur and
Kumar, 2018).
Economical
 Conflict with small
stores over product rise
 Changing government
norms
Social
 Received criticism as
non-trendy retailer.
 Cut down internal
costs.
Technological
 Partnership to
strengthen security.
 Risk and compliance
Legal
 Disputes with Frascati
landlord.
Environmental
 Fresh milk from
RSCPA assured
enterprises.
 Sustainable
commodities.
SMART Objectives
Specific
 Targets specific area for improvement
Measurable
 Suggesting indicator of progress of
M&S Plc
Assignable
 Assigns to top management
Realistic
 Top Management delegates to medium
management
Time
 Target period to be accomplished
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It can be analysed that business may be able to accomplish set objectives by using set
approaches of marketing by implementing well-structured strategy.
SCENARIO 3
P5 Explaining how and why groups of customers are targeted for chosen products
There will be articulation of varietal services and products that how market segmentation
works along various types of target group each product and even how customers and consumers
would contributes to the particular process in market segmentation (Asif and et.al., 2018). The
main customer for designer apparels at Marks and Spencer will be female and marketing efforts
must be target to the end user.
Demographic segmentation
Age: It is on basis of gender, age, occupation and career status as in this segmentation, it
manufactures products that are appropriate for its customers which comprises high quality
cosmetics, designer clothes and quality meal which would be based on their age (Lavorata and
Sparks, 2018).
Gender: Marks and Spencer produce products which are appropriate for customers that are for
both males and females.
Psychographic segmentation
Lifestyle and culture: Marks and Spencer would produce products that are proper for customers
as in beliefs and culture so that they will have knowledge to produce products which makes their
customers happy (Samiee and Chirapanda, 2019).
Qualitative apparels: It depends on mind set as Marks and Spencer has offered different quality
which will differentiate customers to one other as some will be interested in quality and some
wont.
Six market segments of apparels
Business to customer
Young girls: Demographic, so they will be targeted by advertising fashionable wear which
enables for various girls.
Working women: Demographic, so these would be targeted through marketing of formal sttire
and giving offers which will attract them.
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Sports people: There is belief that, comfort and quality is primary requirement for the people
who belongs to sports.
Chef and cook: Demographic, it will give unique identity to their occupation.
Business to Business
Retailers: It is and B2B, as it is based on size and values of business as it is public, voluntary or
in private sector.
Wholesalers: These will purchase stock in Marks and Spencer and enables to buy their product in
bulk quality and cheaper for them and even able for paying less and saving more money (Morgan
and et.al., 2019).
This market segmentation is popular due to its products which will be of high standard
but also significant for M&S in terms of reputation and offering best quality products.
SCENARIO 4
P6 Coherent marketing mix for new products and services
Product: Footwear for every gender on designer apparel
The product strategy for M&S must develop footwear for every age and gender as it comprises
boots, sandals and casual shoes. As they are in both segment but with appropriate match and
discount will attract the consumer (Boscagli, 2019).
Price: It should follow competitive pricing strategy as it has in house brands for clothing which
are within medium to higher category due to premium quality. In seasonal time, it should follow
dynamic pricing strategy and more discount on combination of apparels and footwear.
Place: Although it is an international brand, it must offer option for global delivery for its
limited products and could be purchased in local currency during online purchase.
Promotion: The most important is promotional and advertising strategy as systematic aligning
of advertising campaign with their digital marketing strategy. In this, it comprises special loyalty
program which aggregates customer’s account with context to amount spent on shopping from
Marks and Spencer (Mouzas and Ford, 2018). The main target for this new product is females
and working people as well because of less time and to look professional.
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M3 Developing a coherent marketing mix that is targeted at a defined group of potential
customers
This product has been designed to appeal the target market as it is based on professionals
and females which is in shopping mall so my target market will be able for observing the pattern
and product at similar time (Kingsnorth, 2019). It will be offering competitive pricing with best
quality. Apart from every element, most significant is product because this is the most unique
concept and trendy as well.
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REFERENCES
Arafah, W., Nugroho, L., Takaya, R., & Soekapdjo, S. (2018). Marketing strategy for renewable
energy development in Indonesia context today. International Journal of Energy
Economics and Policy, 8(5), pp.181-186.
Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic
food purchase intention and the moderating role of awareness: A comparative
analysis. Food Quality and Preference, 63, pp.144-150.
Boscagli, M. (2019). Competitive strategy analysis in the food system. CRC Press.
Chaffey, D. and Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Gaur, A. and Kumar, M. (2018). A systematic approach to conducting review studies: An
assessment of content analysis in 25 years of IB research. Journal of World
Business, 53(2), pp.280-289.
González-Rodríguez, M. R., Jiménez-Caballero, J. L., Martín-Samper, R. C., Köseoglu, M. A., &
Okumus, F. (2018). Revisiting the link between business strategy and performance:
Evidence from hotels. International Journal of Hospitality Management, 72, pp.21-31.
Jiménez-Zarco, A. I., Rospigliosi, A., Martínez-Ruiz, M. P., & Izquierdo-Yusta, A. (2019).
Marketing 4.0: enhancing consumer-brand engagement through big data analysis. IGI
Global.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lavorata, L. and Sparks, L. (2018). Food Retailing and Sustainable Development: European
Perspectives. Emerald Publishing Limited.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S. (2019). Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
Mouzas, S. and Ford, D. (2018). The mediating role of consent in business marketing. Industrial
Marketing Management, 74, pp.195-204.
Ogbari, M. E., Ibidunni, O. S., Ogunnaike, O. O., Olokundun, A. M., & Amaihian, A. B. (2018).
A comparative analysis of small business strategic orientation: Implications for
performance. Academy of Strategic Management Journal, 17(1), pp.1-15.
Samiee, S. and Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing, 27(1), pp.20-37.
Yousaf, S. and Xiucheng, F. (2018). Halal culinary and tourism marketing strategies on
government websites: A preliminary analysis. Tourism Management, 68, pp.423-443.
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