Digital Marketing Strategy Report: Marks and Spencer Campaign Analysis

This report presents a comprehensive digital marketing strategy for Marks and Spencer (M&S). It begins with an introduction outlining the objectives and scope of the report, which focuses on creating a digital marketing campaign for M&S. The main body of the report details the digital marketing process, including situation analysis using SWOT, PESTLE, and VRIO frameworks to assess internal and external factors. The report then links digital business with digital marketing strategy, formulates objectives for the campaign, designs an implementation plan using the STP model (segmentation, targeting, and positioning), and addresses budgeting and campaign measurement. The SWOT analysis examines M&S's strengths, weaknesses, opportunities, and threats, while PESTLE analysis explores political, economic, social, technological, legal, and environmental factors. VRIO analysis assesses the value, rarity, imitability, and organization of M&S's resources. The report also outlines digital business strategies and marketing objectives, including a 20% profit increase by 2022, a 30% increase in customer satisfaction by 2023, and a 45% increase in market share and customer base by 2025. The report concludes by emphasizing the importance of digital marketing in the modern business environment.

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the Digital Marketing Process- ..............................................................................3
Situations Analysis of M&S market...........................................................................................4
Digital business and digital marketing strategy...........................................................................6
Formulate objectives....................................................................................................................7
Design implementation plan to meet the objectives....................................................................7
Budgeting.....................................................................................................................................8
Measure the campaign.................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
This report is about Digital Marketing Strategy. As digital marketing strategy is a process which
describe a series of action used in online marketing channels to accomplish the goal of the
organisation. While digital marketing allows an organisation to build their business online by
using marketing strategies and move towards growth of their firm (Patrutiu-Baltes, 2016). The
chosen business organisation is “Marks And Spencer”. The objective of this report is to create
the digital marketing campaign by analysing the different situations through SWOT ,PESTLE
and VRIO so that a organisation can know the market conditions and formulate the strategies as
per the situation arises and link the digital business with the marketing strategy by formulation of
the objective and implement the plan through STP Model i.e., segmentation, targeting and
positioning and also measure the budgeting process and campaign. The purpose of this report is
to create the overview of the digital marketing process.
MAIN BODY
Overview of the Digital Marketing Process-
As this report is mainly describe the digital marketing strategy to create an campaign of the
organisation “Marks And Spencer” by following the various steps of digital marketing campaign.
The organisation must start through examine the situations occurred in market by SWOT ,
PESTLE and VRIO analysis i.e., knowing the company strength, weakness, opportunities arises
in the market and overcome with the threats and deal with the political, economical, social,
technological, legal and environmental issues while maintaining the internal and external
environment of the firm. And link all the situations of digital business with digital marketing
strategy to expand their business in the market and increase their market share while competing
with other organisation (Kingsnorth, 2019). After link-up the next step is to formulate the
objective so that they are clear towards the goal and effectively work upon it and design the
implementation plan through the STP model which helps in segmentation of the work , target to
be achieved and position to be known to complete the goal or objective of the organisation and
make the plans which is appropriate for spending the money in budgeting process. As budgeting
is the process which just balancing the expenditure with income of the organisation. And
measure the campaign as per the above strategies form.

Situations Analysis of M&S market
To examine internal factors and external factors of “Marks And Spencer” the SWOT analysing
would be studied. The SWOT analysis of M&S is covering the business strength, eliminate
weakness, use the external opportunities and counter the threat of this retailer which hold 17% of
market share of UK in clothing area (Neacsu and Platon, 2019). To increase the market share the
M&S needs to explore modern market and improve their online marketing. As four types of
strategies were form at the time of SWOT analysis -
Strength- M&S focus more towards the customers services provided by them and having
an major strength while providing a high quality of products and also try to make customers
comfortable by supplying modern designs clothing and build strong e-commerce infrastructure
so that the customers can easily order through online platform and the company can reach higher
sales in the market of UK.
Weakness- Its an area where M&S can improve, as the clothing market are divided in
many sections and M&S suffers from the unbalance of stock and information technology
system. As the need more investment in new technologies so that they can improve their
weakness. Another issue of the company is that they are having many store space, to overcome
this problem they can find new products to stuff its extra space.
Opportunities- M&S can develop an opportunity by using the fast internet technologies
by which they can offer an opportunity to increase the demand for online goods so that they can
maintain their market position and make it easy operating model so that the customers can accept
this model and follow it to buy products.
Threat- As they are having the threat with other competitors because the clothing
industries having more competition as they have to follow the daily changing trends in the
clothing area (Kamath, Brijesh, and Mallya, 2018). In the food market they are competing with
Tesco, Sainsbury, Safeway as they all provide a high quality of goods and also value-added
products to build customers loyalty.
To examine the macro-environment and micro-environment the PESTLE analysis of
M&S would be studied as the external factors that indirectly having an impact towards the
organisation consisting of political, economical, social, technological, legal and environmental
issues (Perera, 2017). By analysing the PESTLE it is helpful to understand the market strategies
and improvement towards the strategies of M&S. To analysis the PESTLE of M&S as-

Political factor- This determine the intervenes of the government in the economy. As
how the government policy impacting to the specific firm. This can include taxation, labour law,
environment law, foreign trade policy, trade restrictions, political stability and so on. As political
factor having the power to change the results. As the UK government make the policy of energy
saving and M&S follow this scheme and save the energy of the organisation.
Economical factor- This factor affecting directly to the economy of the organisation
profitability. As it include economic growth, interest rate, inflation, law, wages, raw material
cost, policies, governmental activities, unemployment rate and so on. As M&S lost its profits
from its international retailers.
Social factor- As the social factor considered to the lifestyle and the cultural trends of the
society. This factor having an direct effect to the customers as to understand there needs and
wants (Shtal and et.al., 2018). The needs of the customers are changeable they want to be
modern and purchase the fashionable clothing. M&S keeps this and satisfy the customers as
according to there needs.
Technological factor- Information technologies are changing fast in present time most
companies build their own website to increase their sales from online customers the M&S study
the customers and analyse the needs and wants of the customers and invest in the new
technologies.
Legal factor- The legal policies are ever-changing factor for that M&S continuously
conduct the training programs such as health and update them as according to every single
changes occurred in a year with the current laws and legislation.
Environmental factor- This factor is related to the current climate of the situation which
influences living organisms. As M&S have worked upon a variety of areas so they have to
promote fair value of goods.
VRIO
Capabilities Valuable Rare Inimitable Organized
Human resource ✔ ✔ ✔ ✔
Technology ✔ ✔ ✔
Creativity ✔ ✔ ✔ ✔

Asset ✔ ✔
 Valuable
This is very essential for Marks & Spencer to have so that there is going to be higher
operations which is going to be existing of the business in the bazaar. The customers have to be
provided with the right values in the market so that their loyalty and trust can be gained by the
organization for higher functioning and operations which are going to be present. M&S is
providing human resource, technology, creativity and asset value in bazaar so that they can have
a competing advantage in bazaar.
 Rare
The products and services of the company must be rare in nature so that they would be
able to gain competing reward in the market which is a very essential factor. M&S is not having
a rare asset but their technology, human resource and creativity is rare which is a great advantage
for the company to have in bazaar (Herhausen and et.al., 2020).
 Inimitable
All the factors of M&S is inimitable in nature which is not a good factor but there is a lot
of invest which the company is having in the research and development department so that there
is going to be higher functioning. Business is trying to get advantage therefore they get in new
ideas and innovation in their products and services which is a very essential factor.
 Organized
The company is having a good organized functioning for creativity and human resource
which is making the functioning and operations of the business so effective and efficient in the
market which is a great advantage for business to have (Remondes, 2018). Company is working
on their technological and asset factor so that they would be able to gain a proper functioning
and operations which is going to be present.
Digital business and digital marketing strategy
Digital businesses are which are using the digital platform in the market to get to the
customers and make sure that they are having a strong base for themselves in the market. M&S is
also digital business in order to make gratification of the customers higher and make
organization have higher sales. The competitors in the market are also increasing therefore the

enterprise in market have to make sure that they are using the right measures to make the
competitive advantage higher and invest in methods accordingly (Ganev, 2018). Digital
businesses have been able to have more sales and strong base for themselves in the market which
is a great factor for a longer functioning of the organization in the market.
Digital marketing strategies are use of internet and mobile technology to get access to the
company which the company is going to be using for promoting their trade good and
employment in the market. This is a very effective measure and method which can be adopted by
the organization in order to be able to function effectively and efficiently in the market. There
are a lot of strategies and platforms which are present in digital marketing which businesses can
take advantage of to reach out for the customers and make higher profitability. Digital marketing
helps M&S to be able to connect to the customers and handle them according so that there are
going to be higher running and operations which are going to be existing. Relationship with the
customers has to be maintained so that the organization can make sure that there is a good
performance which is going to be maintained (Nikunen and et.al., 2017).
Formulate objectives
 Marks & Spencer want to get a profit of 20% by the end of 2022.
 The objectives of the company are going to be fulfilled and satisfaction of the customers
is going to increase by 30% by the end of 2023.
 Investment in technology is going to be done by 25% by the end of 2023.
 Marks & Spencer is also going to increase the market share and customer base by 45% by
the end of 2025.
Design implementation plan to meet the objectives
Businesses in the market need to have a plan and targets for themselves which they must
achieve so that there is going to be impressive balance and functioning which is going to be
present. The following report is going to discuss aim of the establishment and the STP measures
which the organization will be using in order to be able to operate effectively in the market.
Aim:

The company wants to compete effective and have higher satisfaction of the customers
which are present in market so that company will be able to have higher sales and profit margins
which can be used for further investment to grow globally.
Segmentation
The company is going to segment the conscious audience for the products and services of
M&S so that the organization will be able to have higher operations and functioning which is
going to be present (Low and et.al., 2020). It is according to the customers that the products and
services are going to be improved and made sure that the organization is going to have higher
carrying out which is going to be existing.
Targetting
Target for products and services of Marks & Spencer is going to be higher and middle
class society because they understand the lifestyle and satisfaction which the company is
focusing upon. The customers want satisfaction from the brands and due to the reputation and
standards of the company social group will be able to operate efficaciously in the market which
is a great factor for the social group to have a long run in bazaar.
Positioning
Company is going to focus on the quality and services which organization is having in
market so that there is going to be higher operations which would be present. Investments are
being done by M&S in market so that they would be able to reach out customers from time to
time by getting in different platforms like digital marketing and other strategies to make sure that
the satisfaction and interaction with the customers is present by the business in the market
(Muniesa and Giménez, 2020).
Budgeting
Base Amount
Technology £2,000
Research and
development
£1,000
Labour £800
Asset £2,200

Creativity £500
Total £6,500
Technique of investment
M&S is going to opt for bank loan for the investment which is going to be required for
growth of the establishment in market so that system will be able to gain a competitive advantage
which is going to be present with the business. There are no risks which are going to be involved
for the organization to be opting for this measure and the organization will not be losing on any
asset to the bank as well since there is a stable economic factor which the organization is having
in bazaar (Rahman, 2018). M&S has a strong base and portfolio for themselves in the market
which needs to be maintained so that the company will be able to function efficaciously and
expeditiously which is going to be good for the overall improvement of business in market.
Measure the campaign
It is essential for the company to make sure that there are improvements and changes
which are taking place from time to time so that there is going to be effective working which is
going to be present. Feedbacks of customers are going to be taken and so are monitoring and
controlling of worker of the social group is going to be present so that the business will be able
to operate effectively and efficiently in market. Managers and leaders will have to make sure that
they are guiding worker when required and also making sure that there is going to be effective
working which would be present (Bakhtieva, 2017). Employees of M&S are very efficient
therefore they must use self evaluation also so that there is going to be higher action level in the
business in order to make sure that the targets and objectives are being achieved. 360 degree
feedback is also improved for M&S to adapt in order to make sure that there is good functioning
which is going to be present and the rating of the employees is going to be there. Rewards and
advantages for employees who are putting in their personal best are also present in M&S so that
they continue to give in their best to business.

CONCLUSION
From the above report it can be concluded that for creating a campaign of digital
marketing the M&S has followed some market strategies by studying the SWOT and PESTLE
analysis so that they can focus towards the growth of their firm and increase the market share in
UK by providing the services in online platform. The company has to make sure that they are
taking correct actions so that the company will be able to compete effectively in the market
which is a very essential factor. There has to be effectual planning which is required in market so
that firm will be able to have a proper sense of path which is going to be present and the
workforce will also be able to match he expectations of the organization. The rivalry in market is
accelerative therefore it is essential for company to take these factors into consideration to be
able to function smoothly and efficiently.

REFERENCES
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