Digital Business Management: Marks & Spencer's E-commerce Strategies

This report provides an analysis of Marks & Spencer's digital business management, focusing on their e-commerce model, competitive strategy, and digital marketing strategies. The advertising model is identified as the primary e-commerce model used by M&S. The low-cost leadership strategy is employed to target a wider customer base. The report also examines the company's digital marketing efforts, including email, social media, and mobile marketing, and recommends further strategies for improvement. A comparison with Sainsbury's reveals opportunities for M&S to enhance its social media presence and customer traffic. The report further discusses e-CRM implementation, social network channel utilization, and essential cyber security measures to protect customer data. It concludes by emphasizing the importance of ethical business practices and suggests security software for safeguarding against online threats. Desklib offers a range of similar reports and solved assignments for students.

Digital Business
Management and
Emerging Technology
Marks and Spenser

TABLE OF CONTENTS
• Introduction
• Main body
• E business model
• Competitive strategy
• Digital marketing strategy
• Customer traffic data
• E-CRM
• Cyber security measures
• Conclusion
• references

INTRODUCTION
• Digitalisation is evolving and contributing in the business to great extent.
• In today's world businesses are required digital presence for survival in the market for longer period.
• Marks and Spenser the multinational company which deal in clothing, accessories, footwear etc.

E business model and concepts and
strengths and weaknesses of company
• There are various e commerce model and the model which is used by marks and Spenser is given below:
Advertising model-
• this is the model which is used by the company for advertising purpose.
• The main objective of this model is to reach to the specific target audience.
• In this model there is advertising media or platform where company run their advertisement.

Cont..
Strengths
• with the help of advertising model, marks and Spenser
can introduce new products in the market easily.
Weaknesses
• this model will add cost of production when company
will give advertisement of the product than that will
definitely comes with cost.

Competitive strategy and digital business strategy followed by the
company
low cost leadership-
• it is the competitive strategy which is used by marks and Spenser.
• Company uses this competitive strategy so that they can target low income group customers as well.

Cont..
Social media campaign-
• it is the digital business strategy which is used by marks and Spenser.
• Under this strategy businesses run campaign on various social media platforms in order to promote their
goods and services.
Recommendations
• marks and Spenser is following low cost strategy as their competitive strategy, company can also follow
customers and supplier intimacy along with this strategy.

Digital marketing strategies with
recommendations
email marketing-
• this method is widely used and also helps company in getting touch with customers.
• Marks and Spenser sends personal email to the customer regarding various offers and deal and discounts.

Cont..
Social media marketing
• this is the modern and most used method which is used by most of the
companies for the purpose of doing promotion.
• There are various social media platforms which are facebook, linkedin,
instagram, snapchat etc.

Cont..
Mobile marketing
• it is the highly famous digital marketing option which is also used by marks and Spenser.
• Under this strategy company can send promotional messages to the customers.
Recommendations
• although company is actively using digital marketing strategy but there are various strategies which
company can also use.

Customer traffic data with recommendations
• customer traffic data is an insight which denotes the number of
customers which has visited company's website or online portal.
• Company which is chosen for comparison with marks and
Spenser is Sainsbury.
• If social media traffic of both companies get compared than it
can be said that Sainsbury have more traffic on different social
media platforms as compared to M&S.

Cont..
Recommendations
• in order to increase customer traffic on social media platforms it is important that marks and Spenser remain
active on these platforms everytime.
• Solely for this purpose company can also appoint team of employees which will handle all there social media
accounts.