Marketing Essentials Report: Marks and Spencer Strategic Analysis

This report analyzes the marketing strategies of Marks and Spencer, a major British multinational retailer. It begins with an introduction highlighting the importance of marketing in achieving competitive advantages and explores the marketing mix (product, price, place, promotion, people, process, and physical evidence) of Marks and Spencer and Tesco. The report then constructs a strategic marketing plan for Marks and Spencer, focusing on its mission, vision, objectives, internal analysis (7's McKinsey model), and external analysis (political, economic, socio-cultural, technological, legal, and environmental factors). It also includes a Porter's Five Forces analysis to assess the competitive landscape. The report aims to provide insights into how Marks and Spencer can leverage marketing strategies to achieve its business objectives.

Marketing Essentials

Table of Contents
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
Covered in PPT...........................................................................................................................1
Task 2...............................................................................................................................................1
P3. Differentiate the way in which different organisation implies marketing mix to marketing
planning process to accomplishing the objectives......................................................................1
Task 3...............................................................................................................................................4
P4. Construct the Strategic marketing Plan................................................................................4
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In competitive marketplace every business wants to explore and attain their competitive
advantages for long term sustainability. In this situation marketing plays an important role
towards organisation for promoting, manufacturing, advertising, distributing of product and
services to compete within competitors. Marketing also assists to expand the business by target
right customers for their product that effectively utilisation through marketing mix strategy.
Some of action plan consider by marketing guidelines refers as discipline manner the process of
accomplish towards business organisation.
As in report, the organisation selected Marks and Spencer where it is major British
multinational retailer within headquarter in London, England. It specialists in selling clothing,
home products with high quality of product. In this report, the following topics are highlight on
roles and responsibilities of marketing functions (Al Badi., 2019). Department coordination
within marketing team and vice versa to accomplish task. To discuss about marketing mix for
gathering information retailer companies for understand their overall brand specification. To
construct strategic marketing plan for elaborates company mission, vision and core values to
attain high competitive advantages by reflecting new product differentiation.
MAIN BODY
Task 1.
Covered in PPT
Task 2.
P3. Differentiate the way in which different organisation implies marketing mix to marketing
planning process to accomplishing the objectives.
The marketing mix address about to implement set of action plans through strategic way
for company perspective as it uses through product brand in market (Avila-Robinson and
Wakabayashi., 2018). It derives about four major Ps product, price place and promotion but for
further explanation people, process and physical evidence where it generates overall information
about specific specification. Similarly in below there is detailed analysation about marketing mix
for Marks and Spencer and Tesco where these two are retail base venture as per product basis:
Basic Marks and Spencer Tesco Plc
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Product It believes in eco friendly where good and
fair trade product and hence towards work
ahead where they successfully accomplish
that involves variety of product in
competitive market place (Balis, 2020).
Product and services are divided in gender,
taste and preferences basis. Stationary,
textiles, beauty, kids wear, toys, furniture
and flower are these product to deliver by
Marks and Spencer. Overall products are
counted as higher quality within effective
branded material to use by people that
provides highly satisfaction.
Tesco is well known retail
business at globally sells variety
of product including food,
clothing, stationary, cosmetics,
electronic and financial services.
It sells product from great brand
is almost where overall product
line. They has manufacture own
product in which it creates
demand in competitive market.
Therefore, it is worth
mentioning where availability to
allows different range of product
categories to visits customer .
Price The prices of Marks and Spencer are quite
expensive as their revenue is generates
approx 10,622 million pounds respectively.
As company owns their own brand value
and they mainly approach upper class
section of society. The product are
important perceives value of money that
because of diversified range that easily
convince and high quality of product that
presumes towards higher quality. Marks
and Spencer is mainly adopted a dynamic
pricing policy that enhance due to off
seasons, festive seasons and other seasonal
times it offers to having customer. It able to
clear up old stock for other incentives helps
The pricing strategy which is
opted by Tesco company is Cost
leadership. The reason to assort
this strategy for maintain the low
price possible product and
services without any
compromise with quality
(Diaconescu., 2020). Tesco
mainly highlight to indicates
about economics of scale and
approach work continuously
with having supplier to make
major against discounts.
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to maintain larger sales figure.
Place The Marks and Spencer is having
international spread that includes places
like United States, Egypt, Spain, Qatar,
Jordan, Morocco, Ireland, Canada, France,
Germany, Belgium, United Kingdom etc. it
is multinational retailer along with its
headquarter based in Westminster in
London. As Marks and Spencer sells its
products via outlets which are strategically
chosen to better gain for maximum brand
outlets visibility to customer.
Tesco is mainly retailer where it
is having two main channels of
distribution that majorly
implements in online and
offline. They have most of seven
thousand offline stores around
the world. There are multiples
stores which driven into Tesco
express, Tesco Extra, Tesco
Metro, Tesco Compact where all
these control in effective
manner.
Promotion There are many option to approach
promotional strategies which is aligned
where it possible way to emphasis about
relevant tool to utilised. Marks and Spencer
is mainly utilise for digital marketing and
online marketing to scrutinize information
helpful to position to gain in competitive
marketplace (Dzyabura and
Yoganarasimhan, 2018). Marks and
Spencer has approach store in strategy that
helps to promoting in product outlets where
it optimise own websites. Product
information as well as promotional
activities and related information where
they uploaded on regular interval basis. It
enhance some of various discounts, offers
and incentives towards official websites.
Tesco mainly approach social
media criteria for promoting
their product and services that
prevails more competitive
advantages. Through digital
marketing process Tesco utilise
in e-commerce platform to attain
productive outcomes in terms of
high customer engagement.
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People In Marks and Spencer is having wide rage
of manpower around 80,000 internationally
active where they contribute to develop
company brand image in effective manner.
Tesco is having sales assistant
are also having greatly
responsible to attain success.
Employees of Tesco are highly
competent where they
effectively contributes making
success for higher competitive
advantages.
Process The process of Marks and Spencer product
is gets to making specific product and
services by assorting advanced resources.
These advance resources is added to
utilising for implementing in product and
services that helps to provide long term
sustainability.
The process of Tesco is
approach is for enhance causes
towards making customer happy
and billing services and easy to
equipment in offline and online.
Physical
Evidence
As Marks and Spencer is sells wide range
of product and services in varieties of
brand, accessories and flower within
furniture (Elrod and Fortenberry, 2018).
These things are tends to allows better
physical evidence in international
competitive marketing place. The company
has owns their websites from where
customer tend to buy product and services
getting better home delivery.
As Tesco is having not much
elaborates Sainsbury and other
grocery stores. All stores and
malls of Tesco is quite
recognisable in competitive
makret.
Task 3.
P4. Construct the Strategic marketing Plan.
The marketing plan is strategical plan where many tactics allows to instruct form of
promotional strategy towards an organisation perspective. According to this guidelines of
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strategic process it helps to target market in which it driven various promotional strategies that
undertakes to evaluate positive outcomes (Gretzel., 2018). As every marketing plan needs
optimum process to effective way presumes as it having blue print or raw data structure which
allows premium executive marketing activities. Similarly, the requirement towards better and
effective marketing plan where Marks and Spencer tend to execute plan for Herbal Wear.
Overview of company:
The Marks and Spencer venture is British multinational retailer where it mainly provide
premium base product and services that emphasis about specialist home product and services that
tend to allows food product within own labelled. Marks and Spencer is currently having 959
stores across within United Kingdom where it involves 615 towards sell product through
advertise about luxuries product and services. In following there is mission, vision and objectives
about Marks and Spencer company : Mission: This statement reflecting about the business of Marks and Spencer that to make
inspirational quality of accessories to better accessible to other. Vision: The statement is generates about vision is “To be standard and quality against
which other are measured”. As Marks and Spencer is committing about transforming to
business that ensure Marks and Spencer fulfil investors, collegeous and communities.
 Objectives: As the major objectives of Marks and Spencer that prevails environment
friendly to produce “Herbal Wear” brand. This brand indicates to protect and maintain
the decorum of environment surrounding which helps to promote business in global level.
Internal Analysis
This analysis refers about to organisation competency, cost position and effective
competitive rivalry within marketplace.
7's McKinsey model
Strategy
This strategy is depicts about for attaining competitive advantages, and
Marks and Spencer plc is only motive to provide high quality of
product and services to premium customer. As the pricing strategy
which Marks and Spencer usually follows premium pricing strategy.
Structure As per this aspect Marks and Spencer follows Horizontal or flat
organisation structure where top to lower management member are
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properly designed within effective manner.
Systems
The major work of Marks and Spencer system is in production and
super marts in which their product and services manufacture within
production house company. For other departments like human resource
are used to hire effective manpower and finance department is to
regulates monetary practises.
Shared values
On the basis of shared values in Marks and Spencer is having technical
abilities which helped them to accomplish best position in United
Kingdom retail industry.
Style Marks and Spencer usually implement their different working style
that encompasses to motivate employees and effectively productivity.
Skills The company is having potential staff with different skills in which
they can handle customer request.
Staff
Total number of employees of Marks and Spencer is having 75,000
within United Kingdom where they have 600 UK stores that handle by
them.
External Analysis:
This is a framework about to known as environmental analysis, it is process in which
business that having objectively assess to change that make their industry and broader that could
affect on their current business operation.
Political factors
The Marks and Spencer is having brand which is having presence of
widespread within various countries. The brand operates 1300 above
stores global level. The company can utilise certain benefits from
European Union market in which product can travel across various
countries without having any restriction such as tariffs and taxes.
Economic factors There is many other aspect such as recession and inflation that created
in United Kingdom and some of the factors involves inflation rates,
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interest rates, foreign exchange rates towards economic growth. It
creates negative impact on effective operation about organisation
because due to this reason people of United Kingdom is having less
amount of disposal income.
Socio-cultural factors
As every customer are main important for organisation where
different method of communication where most of customer. Marks
and Spencer can approach demographic factor to approach right
customer through Age, Gender, Religion etc.
Technological factors
In this advanced resources plays an important role where in UK there
is a wider scope of technologies. For Marks and Spencer company
point of view technological factor can becomes digital technology
function to diversified customer experience. The company majorly
determine about the new technology implement in their process of
manufacturing.
Legal factors
The legal perspective factor is constantly provide effective training
sessions on such areas that creates health and update in update with
current legislative and laws.
Environmental factors
In this factor it creates issues for current climate condition where
Marks and Spencer usually promotes their service on television in
magazines to having better establishment for better Green policy
towards positive outcomes.
Porter’s five forces model:
Threat of new entrants
In retail market for Marks and Spencer is having high entry of
barrier in which as capital investments huge to enter about the
market towards accomplish cost.
Suppliers bargaining power The supplier bargaining power is quite low, as there is competitive
pressure forced Marks and Spencer outsource and having reduce
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weakening about power suppliers.
Customer bargaining power
There is moderate customer bargaining power as Marks and
Spencer is usually provide expensive and quality base product. In
this situation customer is having low switching cost as many
alternatives are available.
Competitive rivalry
The level of competitive rivalry is having strong competitive retail
sector from other supermarket chains for home wear, clothing and
fashion product as well towards food product. As there are other
company in retail such as Burberry, Tesco etc. So, it creates high
level of market competition.
Threat of substitute
There is high level of threat to substitute which is having strong
level as because it creates more option available within
competitive market.
Swot Analysation :
It is assessment to utilise for mapping about particular company's internal and external
capabilities. Strength and weakness are denotes internal factor and opportunities, threats are
emphasis towards allows towards generates attain competitive advantages for Marks and
Spencer:
STRENGTH WEAKNESS
 Marks and Spencer is one of most
powerful and influence retail company
within brand to attain top in mind
recall.
 Marks and Spencer are perceives to
save the value of money due to quality
of product get having wide range of
product.
 It has over 1000 above to present across
 There is effective competition from
retailer brand where high price creates
less customer engagement.
 As Marks and Spencer is most popular
brand, where they need to secure their
market value from fake substitute
product and services (Klepek and
Starzyczná., 2018).
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within 40 countries.
 Marks and Spencer have high rate of
manpower around 80,000 employees
form a part of workforce globally.
 There is effective marketing and
promotional team of Marks and
Spencer that helps to attain competitive
advantages.
OPPORTUNITY THREAT
 The company can develop their
websites to better offer product and
services from websites.
 They can introduce new market
segments that mainly offers more
profit.
 There are various further opportunities
in expanding their brand into other
countries like China
 There are some other retail stores such
as Tesco, Asda stores, IKEA are
ventures who can be threats for Marks
and Spencer. As they provide low
prices and easily attain customer, i9n
other hand Marks and Spencer optimise
premium base of product.
 Due to some government policies that
enhance towards retail stores. As Marks
and Spencer is having global presence
in which different political factor
creates more implication.
STP Analysis:
The framework of STP model is user to analyse for new market, target customer and
better scope of market growth in current marketplace and competitive market (Hole., Pawar. and
Bhaskar., 2018). Similarly, for Marks and Spencer that helps to analysis to their new product and
market specification to better help for sustain. For better sustainability it assists to presumes
business in systematic manner.
Segmentation: This is the process of segregating the customer in group through which
company tend to provide brand as per improvisation to generates satisfaction. As in context of
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Marks and Spencer they select cost concise group of market as well as demographic and
geographic factor also helps to target right market to sell their product and services.
Targeting: It is factor the target market is emphasis about to focuses towards customer or
having approach where people from the market towards company (Hoque, Hashim and Azmi.,
2018). Similarly, As Marks and Spencer company is mainly target upper class and upper middle
range to provide premium base product. To target upper class as because company manufacture
premium product and services.
Positioning: As per this factor, it helps to makes understand about product stand in the
competitive advantages which compare within products. In perspective of Marks and Spencer
high quality within reach to upper range of customer and company is have ranking in top retail
business.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 2700 8000 26000 7000 11000
Investment 4800 9000 16000 18000 10000
Total 7500 17000 42000 25000 21000
Marketing outlay
Promotion 6000 8000 5000 9000 7000
sales publicity 5000 6000 7000 7000 2000
Direct selling 3000 14000 6000 5000 9000
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