M&S Clothing Department: Challenges and Strategies

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Business Marketing Management
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Executive Summary
The report provides information regarding the marketing management of Marks and Spencer as
well as the challenges that the clothing department of the company experience in conducting
their operations in the competitive business environment. The report provides a detailed analysis
of the ways the company manages to maintain their competitive advantage in their operations.
The challenges experienced by the company in developing their operations in the competitive
business sector of the country is identified in the study through the lack of skilled labour and the
issues of ineffective technological aspects that affect the department. The issue of supply chain
management within the organisation has been developed through effective understanding of the
operational tactics in the study as well as remedial measures has been presented in the study for
the effective functioning of the organisation in the business environment.
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Table of Contents
Introduction......................................................................................................................................4
Part 1................................................................................................................................................5
Part 2................................................................................................................................................9
Part 3..............................................................................................................................................16
Conclusion.....................................................................................................................................20
Reference List................................................................................................................................21
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Introduction
Business organizations are subjected to proper management, which in turn boosts the growth of
their company. Marketing plays an important role, as its primary objective is to lure customers
for making purchases. Therefore, the entrepreneurs are invested with the idea of proper and
effective management of marketing. The entrepreneurs venture into the use of the marketing
management to develop strategies for the successful growth of the market. The aim of the report
is to develop proper strategic marketing strategies for the development and growth in sales of
Mark and Spencer. Entrepreneurs to attain the desired customer segment initiate the marketing
management.
M&S, UK is known as a major British retailer situated in the United Kingdom. The retail store
deals in the purchase of clothing, food, accessories and so on. It comprises of 979 stores on a
global platter (Rocamora, 2018). The report will shed light on the negative growth of sales faced
by the retailer and their departments. Hence, with the knowledge on the concept of marketing,
the retailer will develop strategies that would be useful to the development of the stores. Hence,
it will outline an understanding on the significance of the development of marketing
management in the Clothing Department of the company M&S. This will be effective for the
proper growth of the business and in the attainment of their lucrative gains.
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Part 1
Using appropriate knowledge of business and marketing philosophies and concepts,
critically evaluate the strengths of M&S’ strategy in delivering value with respect to its
current brands and customers.
Evaluation of marketing management by Mark and Spencer
The British retailer Marks and Spencer espouses on the utilization of a strategic marketing
management for their brands. The company adopts a commercial outset and are set for the
unification of brands for better management. With the growth in the online competition, the
retail company does integrate in the use of the marketing philosophies that add to the growth of
the market. Deliverance of values and culture is one of the main goals of the business and their
attainment of customer segment. Therefore, as per extensive research, M&S are set to serve as
‘one brand, one set of values and one set of cultures.’ With a period of difficult marketing
strategy, the company was unable to attain their profits and attain gains.
Marketing Orientation
Marketing orientation refers to the adoption of perspectives and the decisions that are made by
the market analysts while incorporating the needs of the customers (Cullinane, 2019). The
products that are made by the customers satisfy them to function in a better manner. There are
concepts that are related to production orientation, product orientation, selling orientation and
so on. Through the better use of these factors, the businesses are able to enhance and improve on
the customer demand and so on. This is important for the businesses as the customer demands
are met using customer orientation, inter-functional orientation and competitor’s orientation
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(Budianto, 2019). This is used in the market for the comprehension of the competition that is in
operation in the business. Hence, as M&S incorporates the need for better brand for the
significant understanding of the demands and the needs of the customers.
Holistic Marketing
This marketing strategy takes into consideration the business and its integral part as single
unified entity. This provides a better understanding on the purposes that are associated with the
idea of shared purposes. Integrated marketing is created for the customers by pertaining to
their better experience with the understanding of the brands and takes into account marketing
communication, social marketing digital marketing and so on (Johnes, 2018). The company
makes the use of the integrated marketing mix with their communication channels for revisiting
the demands of the customers. The products that are sold to the marketers include the use of
home ware clothing, accessories and so on. The communication channel, which is practiced by
the company make the use of social media, word of mouth and so on. M&S also incorporates the
use of internal marketing and performance marketing (Bei, 2018). This is done to monitor the
use CSR and the non-financial and financial performance of a company.
Mark & Spencer utilization of marketing philosophy and strategy
The marketing philosophy and strategy is an important part of the marketing managerial practice.
With an in-depth knowledge on the subject the marketing policies, the businesses are able to
develop in a conceding knowledge of the market analysis. Hence, the brands are revamped given
an equal amount of respect for customers inclined for growth of business. This affects the
business in a manner effective for marketing strategy. Therefore, visual merchandising is
important for the growth of the company and the business optimization. Hence, the search
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optimization of the company is addressed using the predicted search factors (Papadas, 2018). In
critical evaluation of the elements that are associated with growth of the marketing strategy, the
businesses are able to attain fruitful result. The introduction of the agile team has an impact on
the growth and understanding of the company in a better manner. That further affects the strategy
of the marketing areas that are important for the initiation of the business. The strengths of the
company are in ensuring the growth and productivity of the business in a better manner. The
brands are revamped for the better growth of the company. The presence of its brand is felt on a
worldwide scale. This is important for the better understanding of the business.
With the onset of online competition, the business is able to improve upon its business
productivity in a better manner. However, the negative implications of Brexit have also
weakened the market to procure better gains for the business. Hence, it is useful for the business
organizations to make the use of the marketing strategies, which are considered. The marketing
mix adopted the company takes into consideration the use of the customer attraction
segmentation. M&S is also known for their understanding of their USP, which is in operation in
the market (Dwivedi, 2018). This provides a glimpse on the techniques and the follies of the
companies in the production of better effective results. However, as per the understanding of the
business, there are areas that are associated with the growth of the marketing strategy within the
company. Therefore, as per the understanding of the marketing concepts of the Mark and
Spencer Company, there are factors that influence market operations. The marketing strategy of
the retail company is to take into account the use of the areas significant for the business. With
its British origin, the company is able to make the use of the marketing strategy for the growth of
the business units of the company.
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As per the growth and understanding of the brands, the companies are entitled to make the use of
the digital marketing strategies to attract the customers. The company is able to attract the
customer base through utilization of eco-friendly food. This is important and significant area of
the business, as the companies are able to extract better understanding of the sale of goods in the
company to the customers. It is vital, and a positive factor that the businesses are able to
develop as per the guidance and proper understanding of growth of the services. Therefore, the
services, that are provided by the business has an impact on the customers that make the use of
the brands. Therefore, as per the understanding of the business objectives, the companies are able
to develop strategically (Botha, 2019).
However, being a multinational retailer, the company is able to improve on the sale of their
outlets. This is useful for the understanding of the business, in a manner that affects the
marketing functioning of the business. The respect and value that is earned by customers are
subjected to the use of areas inclined for growth of business. Hence, the companies should be
able to comprehend the significance of the marketing outlets, which is important for the business
marketing activities. Hence, customers are the heart of the business understanding and business.
M&S are able to work upon effectively for the production of the effect of the elements that are
useful for the business. This is very important for the marketing analysis of the company in the
products that influence the growth of the industry in a better manner. This affects the marketing
strategy of the business and helps in the formulation of better plans for the growth and efficiency
of the company. Therefore, the use of marketing philosophies and theories are analysed, as they
are able to create value of the customers (Sabando, 2019). The concepts of holistic marketing
and the integrated marketing have given an account of the practices that are taken into account
by company.
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Part 2
Research and evaluate the dynamics and trends within the marketing environment of the
UK retail industry. Produce a situational analysis identifying the key factors that underpin
the opportunities and challenges for the company
The term ‘marketing analysis is important, incorporates the operation of company formulation
of opportunities with challenges faced (Walters, 2018). The company is currently facing issues
related to losing out on their customers and decrease in the growth of sales for the company.
With the onset of these problems that are being faced by the market, there are issues, which
would be addressed by making the utilization of the PESTLE and the SWOT analysis. The
report is being worked upon the challenges that are being faced in the Clothing Portfolio of the
company. As per the discussion of the report, Mark &Spencer are facing issues based on the
changing trends and fashion in the brands and amongst the customers. Therefore, the focus of
the report is to elucidate on the understanding of factors that affect the changes and the tastes in
fashion.
Situational analysis
In order to evaluate the dynamic trends that are in operation in the UK market, it is beneficial
to make the use of the situational analysis (Dabija, 2018). This influences the growth and
understanding of the challenges and opportunities that might affect the company. This makes
the utilization of the competitor analysis, which is important and relevant for the understanding
of the market (Dabija, 2019). Hence, the situational factors of the business can be comprehended
with the use of the external and the internal analysis In order to comprehend the strengths and
weakness of the company Mark and Spencer, there are areas, useful for the trend of the market in
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a better manner. Therefore, with consideration of the marketing environment, the company is
able to make the use of the internal and the external environment.
This affects the work of the business in a better manner. The UK retail industry, Marks and
Spencer should have taken into account the use of the SWOT, PESTLE and the situational
analysis. With the use of these external factors, the company is able to improve on the
opportunities and address the challenges of the company. Hence, with the trends that are in
operation in the market, there are areas, that are important for importance of the company.
Therefore, a situational analysis will be useful for the comprehension of the market of the Marks
and Spencer. It will also take into account the use of the areas, which can be continually
improved for the understanding of the situation of the company
PESTLE Analysis
The PESTLE analysis is an integral tool, which investigates into the impact and the effect of the
growth of the business in a better manner. Therefore, it is important for the marketers to
comprehend the understanding and the significance of the M&S Company. That would affect the
business to procure an understanding on the positive and the negative impact of online
competition on Brexit.
Political factors
The retail sector organization is subjected to
political factors, which govern the growth of
the company. The market environment of UK
has given way to the EC’S free trade
agreement. This has impacted the growth and
productivity of the company in a better
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manner. There have been negative
implications, as there are high sourcing costs.
With the incidence of BREXIT, the company
is able to improve on the areas that are
associated with trading through introduction of
tariffs and taxes. The negative impact of
BREXIT would also affect the employment
rate by 0.7 percent (Johnston, 2019).
Economic factors
The economic output and productivity of the
company M&S would affect the growth and
sales of the company. Hence, BREXIT would
also result in the high rate of inflation. This
would affect the growth of the businesses
through a decrease in the sales of the company.
The macro-environmental issues such as
falling price of the commodities, fluctuation
in pounds and so on. This has affected the
businesses and the performances of the stores
in a proper manner (El-Seoud, 2019).
Social factors
With the advancements in trends and the
society, the organizations are entitled to the
changes in business. Therefore, the company
M&S are being affected with the change in
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population and the retirement of baby
boomers. With the shifts in the consumer taste
and preferences, the businesses are negatively
affected as taste and preferences of the
customers are fluctuating with introduction
of new products and brands. With the different
religious beliefs, there are elements that
revamp the growth of the businesses through
the diverse set of beliefs of the business.
Technological factors
Mark and Spencer subject a social media
presence. This is important for the business to
capitalize their growth in the market. This is a
positive factor for the growth of the company.
Customers are prone to make the utilization of
the technological products for better market
initiation such as RIFD (Zhang, 2019). This is
useful, as the stakeholders are impacted
through utilization of technology.
M&S, UK is subjected to favourable growth
due to its utilization of the eco-friendly
products. This is significant and relevant as the
companies are able to improve on their sale of
the products and the services. With the
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