Global Marketing and Digital Business Plan Evaluation for M&S

This report provides a comprehensive analysis of Marks & Spencer's global marketing and digital business strategy. It begins with an introduction to global marketing within M&S, followed by an assessment of their current online business marketing plan. The report critically evaluates the plan, identifying strengths, weaknesses, and areas for improvement through SWOT and PESTEL analyses. It then delves into competitor analysis, focusing on Primark, and formulates SMART objectives for M&S in Spain, including segmentation, targeting, positioning, and branding strategies. The report concludes with a justification of the proposed marketing plan, offering insights into how M&S can enhance its global presence and online sales. The analysis covers various aspects, including market conditions, consumer behavior, and technological factors, to provide a well-rounded view of M&S's marketing endeavors.

Global Marketing
and Digital Business

Table of Contents
INTRODUCTION...........................................................................................................................1
Assessment- 2..................................................................................................................................1
1. Global marketing within Marks and Spencer .........................................................................1
2. Critically evaluate the current online business marketing plan .............................................2
3. Weaknesses and areas for improvement ................................................................................7
4. Develop on the weaknesses ....................................................................................................8
5. Justify the proposed marketing plan.......................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Worldwide merchandising is the term which is related to selling of goods and services
along with commercial advantages of planetary . one of the leading British retailer engaged his
operation in selling of clothing, and high variety of goods. It was established in 1884 and its
headquarters are situated in the City of Westminster, London. The present report focuses on
formulation of a global marketing plan for M&S(marks and Spencer). The basic way in the
present globalised economy, it is essential to have companies which are reactive both in the
host country and the parent country market conditions and identifying the current market
perspective prevail over there.
Assessment- 2
Global Marketing and Online Business Marketing Plan
1. Global marketing within Marks and Spencer
Global marketing is process through which it gives the ideas of different products
according to demand in the market. It help to visualizes the strategy to adopt the niche marketing
at the international level. To attract the customer in the current globalised market, it is essential
for the companies to be adoptive both synergetic so that it would help them company to operate
in the global market (Vendrell-Herrero and et. al., 2017). The most interesting persons of the UK
when they started their operation in the manufacturing sector they gave the example of how to go
our business at the global level.The company besides started to sale Kellogg corn flakes. Marks
and Spencer has has 852 stores in UK and have many international stores across the world. The
management of company is of opinion to expand its business across the world by global
marketing strategies (Eck and Uebernickel, 2014). The company have many stores in Canada,
France , India and many more . Marks and Spencer has adopted various marketing strategies to
expand its business globally. Past issues related to M&S in global market are:
 Hong Kong and south Africa are the two major exporting countries those day, so they
decided to entered in the market as targeting them. After this, it targeted Canadian market
by opening 275 stores in the country.
 It then entered US market and was not successful because of tough competitors. Marks and Spencer also they wants to entered into European market by adopting new
strategy started its business operations without a rationale strategic approach to it.
Its current international strategy-
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 The company wants to carry the capabilities, knowledge,skills of the staff ,and the
experiences of the expert who can be assets to customer at global market.
 They decided to modify themself from the economic condition period and increases its
market percentage in the UK for the succeeding 3 years. And operative on a rationale
worldwide business .
 They has changed its marketing variety from different product impelled to market
condition. This assist the company to realize the territorial demand of their creation.
 Franchising is a important option as an alternative than starting its own retail store
(Taylor, 2013). it will improve market sales and capturing.
 The company should also promote its business through online media so that it can create
its own brand image on the minds of customers.
2. Critically evaluate the current online business marketing plan1. Situational analysis- it is the method which has been used by the management of Marks
and Spencer uses to analyse its over all environment which includes external and internal
environment for understanding the abilities and capabilities and wants of its customers.
SWOT synthesis
It is a method by which M&S can examines its strength , weakness , opportunities and
threats within market.
Strengths-
 Its is known through 1.382 stores worldwide. its international expansion has let it obtain
a strong competitive advantage in UK among its rivalry companies. (Sarkar, 2016).
 Its a one of the famous brand in UK which has been established in UK, and is reasoned
as a top brand and has a rank in top 10 companies in UK. The manager ODF the
company has developed a strategy in which they have introduced innovations and to
build a brand, has made him a good company in the from of its customers..
 The company's strong food business has grown its market share in last year and also
outperformed the marketplace with 3.6 % with the help of its well-defined and
distinguished expert strategy made by the managers of the cited company. .
 A shift from merchandise strategy to aim at its customers has made it advantageous for
the company. (Sivan, 2016). The company is aiming to provide the customers services
through online sector has ensured its growth more .
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Weakness-
 The company's clothing sales have been fallen in the second quarter of 2016 .
 its main weakness is that the company lets its employees going in their rival companies
that includes food commodity creators and unspecific product squad associates.
 The company is a latecomer in the field of digital retail services . The company has
launched its site after 3 years of its establishment and development which named as M
&S.com.
 The company has also faced various difficulties related to technologies and rupture of
privacy on internet and also from their official site.
Opportunities-
 The company has expanding its trend of network of food business and clothing enterprise
with a booming particular strategy has made hike in the sales of M&S.com (Salehi,
2012) .
 The official website of company has 6 million online customers and the company is
focusing to get 14.5 million customers.
Dangers-
 Recession has threaten the operations of M&S and faced a major loss in the year 2016.
The macro economic factor and weak position of euro threaten the market in Europe.
 It has been dropped out at 3rd position after Primark and Asda . Not stable Political and economic circumstances in those areas across the globe in which
the cited company operates affect the company in a way of a threats to both dealership
receivables and also the development of company .
PESTEL
It is a framework that investigate M&S's non controllable factors that are existing in the
external environment. For instance to enhance the online presence in the Spain M&S has
conducted its PESTEL analysis it basically include different factors such as -
Political factors- It includes the factors of government rules and regulations regarding
expansion of online business of company. It has been due to deficiency of lucidity in the
efficiency scheme of government which is known as flagship energy scheme. The company has
to abide by the norms in respect to advertising its brand through social media and other
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networking sites (Salehi, M and et. al., 2012). The company has to follow the rules and
regulations of the government of Spain so as to promote its brand there in.
Economical factors- In Spain the company has followed the strategy of discounted
pricing and emphasised on better quality products and consumer satisfaction. Assorted
macroeconomic conflicts, decreasing goods cost and pound vacillation have also affects the
brand image and online marketing of M&S in Spain.
Socio- cultural factors- there are two factors which affects the online marketing business
of company is ever-changing belief of the population along with a generational displacement in
Spain. Various generations are responsible to enable detectable changes in the behaviour of
consumers. , like young generations in Spain only prefers online shopping as they are advanced
(Nguyet, 2011). They want to buy online. so the company, is expanding its global marketing
network In Spain. The company aims to promote its clothing brand according to the cultures of
people in Spain so as to increase its sales via online marketing.
Technological factors – In global marketing , technology plays the most important role
in developing the business. The cited company is in the remarkable state that enjoys the
advantages of changing media scope, the rising of social media and mobile interest. Also, As
respect of its business of fashion in Spain, up-to-the-minute trends have been communicated to
its fashion designers with the help of fast transportation . The company has launched its mobile
application so as to make shopping so easy for customers.
Economical factors- M&S has adopted an ethical and environmental plan to serve as the
backbone in expansion in online business in Spain. Company has adopted the necessary and
lucrative strategy, to promote and expand its business globally and especially in Spain. Online
business does not harm any economical aspect of the country. It saves time and there is a need to
analyse the living series of product from the suppliers to ending in utilization and disposition
(Ng, 2013).
Legal factors- “Behind the Barcode” is one of the cited company's initiatives that render
s the customers of Spain, a single transmission experience by letting them to get their products
and services through the service of online for delivery at home. This has been set by the cited
company as a standard of high quality. M&s has to make sure that while operating its online
business in Spain, the company by its operations do not break any of the laws and legislations as
specified by the government of Spain. It should provide transparency to its stakeholders.
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Competitors analysis
A competitor analysis is a critical part of your marketing plan. With this evaluation,
company can establish the aspect which can make a product unique and attractive. Mark &
Spencer is the company engaged in the business of clothing and food products, across the world.
It is expanding its business globally through online marketing strategies. Its competitor, Primark
is also a company engaged in the business of fashion retail store (Mirzaei, h and et. al., 2012). It
also deals in clothing, accessories and confectionery. Both the companies are expanding their
business in Spain via online marketing strategies. The markets share of Mark & Spencer is
11.3%, while market share of 20%. the past strategies of Mark and Spencer includes that the
company has been opened a store in Spain, but it failed due to less brand image and promotions
(MARKET, 2015). Now company has planned to promote its business through online marketing
which is being liked by young generations. While primark has opened its stores in Spain to
attract its customers by advertising with a slogan “ look good, pay less”. While M&S adopts
promotion through social media and networking sites, on the other hand Primark advertises its
opening of stores through advertisements in newspapers etc.2. SMART OBJECTIVES :-
SPECIFIC :-
To promote online shopping in Spain among young generation by paying in Euros and
delivering the product to their home in just 2-4 days.
To establish a brand image in Spain in the cloth and food products of M&S, among all
generations.
MEASURABLE :- proper monitoring will be done so that required goals and objectives can be
completed.
ATTAINABLE :- PESTLE and SWOT analysis has supported for ensuring that these objectives
are easily attainable.
RELIABLE :-it is feasible objectives and market analysis has been done while forming the
objectives.
TIME BOUND :- time line of 3 months have been determined in which required objectives needs
to be attained.
the objectives of the company are the desired goals and a circumstantial consequence that a
person purpose to accomplish within a specified period of time and with the availability of
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resources . Goals are more particular and comparatively easier to be understood as objectives.
The aim of M&S in Spain are as follows:
SEGMENTATION. TARGETING, POSITIONING AND BRANDING STRATEGIES :-
SEGMENTATION :- Physhographic segmentation will be used for attracting consumers for
selling products of M&S. Company will target consumer on the basis of gender, educational
background and financial status.
TARGETTING :- Young people will be targetted for selling the clothing products that are
offered by the company. In addition to that middle income group buyers can also be targetted for
selling the products and services that are being offered by the company.
Positioning :- Products will be sold at affordable price ranges and it will aid for attracting large
number of consumers for selling goods that are manufactured and sold by M&S.
Branding :- Attractive and promotional campaigns will be used for informing the consumers
about the products and services that are offered by the firm.
Marketing entry strategy :- Operations of the company will be started in new foreign market
by franchising, licensing, partnership. It will aid for selling products of the company in new
market area. Products will be exported in new market and it will aid for reducing the investment
cost of the company in producing products in new market.
Ansoff marketing strategy :- There are four major elements that are being included under the
Ansoff matrix and it includes product development, market penetration, diversification and
market development. Company will make use of product development strategy and major
emphasis will be given on developing new product for the company. Research and development
department of firm will play a vital role in adding new attributes and features in the existing
product range that are being offered by the firm.
Digital marketing strategy :- Use of social media platform will be taken so that interaction can
be made with the consumers and they can be made aware about the attributes and features of
products that are offered by the company. Facebook, Instagram, Twitter and Whatsapp will be
used for making proper interaction with the buyers. It will aid for promoting the services and
products in new market area.
Online marketing strategy-
online strategies are the medium through which company can plan out and make success.
Strategies are the medium by which company can attain their desired goals. Mars and Spencer
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aims to have a digitalised business so that customers across the world can access to its products
and services. The online strategies of M&S are as:
▪ the company is planning to promote its brand through social networking sites like
facebook etc., as young generation has become tech- savvy, they want everything
to be easily available (Johnson and Ashford, 2013).
▪ Another strategy includes that company wants to optimize the search engine, so
that customers can find products and services according to their needs and
requirements.
Company has integrated the article centre with cultural media transmissions that help the
company to establish and frame those strategies within the multi transmission premix.
Marketing mix tactics :- M&S has chosen product development strategy so that new product
range will be launched and consumers can be offered large variety of products. Europe is new
target market and innovative and strategic approaches will be used for selling products that are
being offered by the firm. Products will be sold at affordable price range and new varieties and
features will be offered to offers. Showroom of the firm will be opened in new market areas in
central locations so that consumers can easily access the products that are offered by the firm.
Promotions will be done through television, radio, social networking platform and social sites.
Ethical implementation of marketing strategies :- All the stakeholders will be properly
informed so that they can be made aware about the new marketing strategies that have been used
by the firm. No false and misleading information will be provided to buyers and advertisement
and promotional campaigns will be designed by giving valid and reliable information. Support of
all the stakeholders will be taken in implementing the strategies in successful manner.
Marketing through interpersonal media:
marketing through social media is that type of marketing in which various social media
sites are involved which help the company to achieve branding aims of cite company. Activities
which involves social distribution of pictures content, images etc. M&S has adopted to
marketing of its goods and services through social media marketing as it is accessible anywhere.
Now in today's world everyone is becoming tech- savvy, they do not have enough time for
going stores and shop, so they prefer online shopping so that it would be easy for customers to
have variety of choices at a reasonable prices (Holleman, 2011). Purpose of M&S's social media
marketing in Spain so as to help its business compass more to consumers. Secondly, it also
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renders the priceless basis for understanding and acquisition from targeted consumers. Societal
media merchandising provides a base for efficient and effective advertisement by the company
so as to have its customers come to know about its brands and products.
Pay per click (PPC)
It is the method which is used to draw and seek the attention of buyers to a particular
advertisement as and when the ad is clicked. It is used by M&S to display its ad on the website
so that people come to know about their brand. The company has adopted the cited technique
through which they can enhance their promotions and advertisement. It is basically attached with
first tier search engines (Carson and Springer, 2012). It has been adopted by the company to
advertise its brand name with cost with impression and order which assess the effectiveness of
cost and profits of marketing through internet.
3. Tracking responses-
After advertising, next task is tracking responses or gaining feedback of the customers of
the company. As, Marks and Spencer have advertised its brand on various social media and pay
per click so as to enable its brand and offers accessible to customers. It is basically a tool for
evaluating responses of people who have visited the site or advertisement of company. It shows
whether there is a positive or negative response about the company in the minds of consumers.
Pay per click is having an advantage from this the company come to know about how effective
its advertisement was. Clicks are major manner to assess attention, interest, also tracking
feedback from the customers who have visited the advertisement (Ebrahim, 2016).
3. Weaknesses and areas for improvement
M&S is the major British international organization engaged in business of wearable
products , products used in home along with finest food products . The cited company also
started to sell the goods of brand namely Kellog's Corn flakes. Earlier, The company was first
company of UK which have rendered the profit above billion pounds, but it took a jerky slack.
M&S have 852 stores throughout UK and also across world. Company has its strengths and
weakness too (Bommakanti, 2012). The major weakness of Marks and Spencer in Spain
includes:1. Lack of clothing segmentation- The company namely marks and Spencer has variety of
clothing and wearable departments . In addition to this the product of company ,
especially ladies wear has been cut out. Young generations are preferring brand levels.
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2. Cyberspace technology- Development of technology of internet has occurred so speedily
as it provides a chance to hike the demand for online goods and services. In respect of
various circumstances,online purchasing of goods and services is a latest and innovative
tendency. The consumers are now used to get their favourite products through online
mode and also need of online purchasing and buying of goods and services will rise in
near future. (Butler and Gibson, 2011). The major weakness of the cited company is that
the company has not much developed technology, due to this company cannot offers and
promote its products and services to customers in Spain through online methods.
Company is not able to upgrade its technology to sustain in the corporate world.3. Research and development- research and development is also a major weakness of the
cited company. The company lacks a good and efficient team of research and
development, which is responsible for research for innovation in process and product
formation. it is also responsible for identifying new and latest fashion trend according to
the customers of Spain. Company lacks new ideas, opinions and views of its team which
would have helped the company in building a good brand image among customers.4. Hand-operated working hike the Prices - the cited company has a drawback of pursuing
elderly methods which increases different aspects such as money time etc. its very
important that now a days, the companies are choosing both merchandised and material
handling options which are machine-driven result in success of operations.
5. Poor advertising techniques – it is one of the major draw back of company that it has not
adopted good advertising techniques in Spain, in order to promote the brand of company
(Al Izki and Weir, 2014). The company should advertises its name and little description
so that people come to know about the company. It is obvious if the people are not aware
about the brands and their specification, they will not go fir that particular company.
4. Develop on the weaknesses
It is normal that company have its weakness, but in order to sustain in the corporate
world it is necessary to overcome the weaknesses so that company can achieve success and attain
the desired goals. Marks and Spencer has various weakness in its business operations, the
management wants to overcome its weakness so that it could create a goodwill among its
respective customers. M&S can work in following areas so as to improve its weaknesses:
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 the company need to improve its clothing segmentation so as to attract its customers. In
Spain, as the company is not having much amount of stores , it should focus to have
source of online shopping so as to maintain its line of customers (Akhtar, 2016). It
should produce good quality clothes and also healthy and hygienic food products.
 In this era of advanced technology, company have to work to increase its technical
efficiency. Technology plays an important role in developing business online. Company
should timely upgrade its website so as it will enable the customers to have more
products and more variety. Customers of Spain mostly includes young generation, which
is more crazy about latest and new fashion trends. They expects from company to provide
better results. The website of company should also be more optimized so it can be user
friendly for its respective customers.
 The company should adopt good advertising techniques like Pay per click and social
media marketing which are the best sources to promote the company's brand name.
Today's Young generation is so fascinated and obsessed with social media, so they can
easily come to know about the advertisements placed on the media (Belal, Shirahada and
Kosaka, 2013).
 The company should have proper research and development team, which guides the
management of Marks and Spencer about the new sources of innovation and production
techniques so it will be able to fulfil the requirements of customers.
5. Justify the proposed marketing plan
As per the above marketing plan, it can be assessed that the online strategies adopted by
M&S – marketing through social media and pay per click are feasible for the organization. These
would enable the company to expand its business and ensure customer satisfaction across the
globe. Social media has become part & parcel of people's life especially the young generation.
Social networking sites which includes Facebook, twitter render networking services worldwide
and also it is accountable to connect people all over the world to accomplish the objectives.
(Colley, 2015). As the young generation is constantly in touch with social media sites, it is
beneficial for the company to use such platform for marketing of its products. They are more
interested in buying things online rather than visiting a retail store for purchasing. The need of
the time is to provide goods and services at the door step of the consumers on just one click.
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