Analysis of Internet Marketing: Marks & Spencer Case Study

This report evaluates the role of internet marketing within the UK fashion industry, focusing on a case study of Marks & Spencer (M&S). It aims to analyze the effectiveness of internet marketing as a promotional tool, reviewing relevant literature, identifying challenges and opportunities, and exploring the impact of various promotional tools. The research methodology employs secondary data collection, utilizing resources like Mintel to gather qualitative and quantitative data. Key areas explored include the changing nature of internet marketing, its challenges in implementation, and issues regarding its application. The report covers topics such as research philosophy, approach, strategy, and data collection methods. The study also examines the opportunities provided by internet marketing, like building stakeholder relationships and expanding geographical reach, and the issues faced, such as generating leads and traffic, and securing adequate budgets. The report concludes with recommendations for M&S and future research, aiming to improve marketing performance by adapting to technological changes. Desklib offers a wealth of resources for students, including similar reports and solved assignments.

Business Research Project – Student Support Guide
Subject Area: MARKETING
Note: This reference paper is Issued for guidance purposes only. Students need
to follow the guidelines provided in the Module Study Guide, Assessment and
Marking Criteria and use their research and presentation skills.
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What should be your
topic? Is Internet Marketing a viable
Promotional Tool? (A case study of
“Marks & Spencer”)
Which Company / Brand
you should select?
You must select a company or brand of your
choice companies within the UK Fashion
Industry.
No other company or sector is allowed.
Aim To evaluate and analyse role of Internet
marketing within the UK fashion industry - A
case study of M&S clothing.
Research Objectives  Research Objectives 1 - To critically review
the literature on Internet Marketing.
 Research Objectives 2 - To evaluate
changing nature of Internet Marketing and
identify challenges faced in implementation.
 Research Objectives 3 - To explore
opportunities provided by Internet Marketing
and identify the impact of promotional tools.
 Research Objective 4 - To recognise the
issues regarding internet marketing.
Research Questions  Research Question 1 - What are the theories
and frameworks written on Digital
Marketing?
 Research Question 2 - How is IM changing
and what challenges are faced in the
implementation of IM?
 Research Question 3 - What are the
opportunities provided by IM and how
impactful are the promotional tools?
 Research Question 4 - What are the issues
regarding internet marketing?
How to write your Business
Research Report
Key Chapters
in your report
(Please add additional
chapters only if
considered necessary)
Contents
Executive Summary (Optional)
1. Introduction
2. Literature Review – changing nature of
Internet marketing
3. Research Methodology (Secondary
Research)
4. Research and Findings
5. Conclusion and recommendations,
limitations
Key points of reference
1. Introductio
n
10 marks
Background of the company and research.
Internet marketing refers to strategies and
planning used to market products and services
online and other digital tool. The meaning of
marketing is to promote their products and service
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(appx 450 words) via using online method that can help to research
the targeted customers. In other words, internet
marketing refers to promotion of good and services
to their potential customers using online channel
and other digital communication forms. It has been
seen that now a days, people does not have
enough time to visit stores and then select
products. The changing environment and rapidly
technological changes has introduced new
technology such as internet marketing that support
companies to promote their products and services
for the purpose of developing organizational
productivity and profitability (Phakiti and et. al., 2018).
To understand about internet marketing M&S has
been taken that is major British multinational
retailer with headquarter in London, England. The
organization deals in fashion industry that provides
clothing, home products, and food products. The
management of such organization understand the
customer requirement and provide products
accordingly by using marketing channel that can
help to reach the targeted customers and support
in development. The company was founded in
1884 by Michael Marks, and Thomas Spencer. It
has 959 stores across the UK, that offers range of
products and services. In current digital
environment E-mail marketing, internet marketing,
social media and others is considered as main
factors that have contributed in developing
organizational performance. The management
understand requirement and provide products
effectively. The report involves Aims & objectives,
questions, literature review, research methodology
that support study.
Research Aim
“To evaluate and analyse role of Internet
marketing within the UK fashion
industry” - A case study of M&S clothing.
 Research Objectives
To critically review the literature on Internet
Marketing.
 To evaluate changing nature of Internet
Marketing and identify challenges faced in
implementation.
 To explore opportunities provided by
Internet Marketing and identify the impact of
promotional tools.
 To recognise the issues regarding internet
marketing.
Research Questions
 What are the theories and frameworks
written on Digital Marketing?
 How is IM changing and what challenges are
faced in the implementation of IM?
 What are the opportunities provided by IM
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and how impactful are the promotional
tools?
 What are the issues regarding internet
marketing?
Research Rationale
The current research is about internet
marketing which is conducing by researcher
by collecting informations from different
sources. The reason of conducing research is
to develop understanding that how
companies are using internet marketing for
running their business and managing
operations. This can help to develop insights
and knowledge of researcher where data
has been collected from different sources
and reaches to outcomes. The present
research will help to develop skills in
personal as well as professional context
(Brennen, 2021) .
Summary of the project (each chapter)
Chapter 1: Introduction: This chapter involves
discussion about internet market and how M&S
uses to promote its products. This chapter involves
aims, objectives, rationale, questionnaire and
others.
 Chapter 2: Literature review: This
chapter involves information and data for
attaining research objectives which is being
prepared by researcher.
 Chapter 3: Research methodology: By
using research onion, this chapter involves
philosophy, approach, design, choice,
strategy and time framework.
 Chapter 4: Research and findings: This
part of chapter receive results by conducing
primary and secondary research.
 Chapter 5: Conclusion: This chapter
states what has been covered in report and
completion of research.
 Chapter 6: Recommendations:This
chapter suggest company and researcher to
improve its performance by accepting
changes.
2.Literature
Review -
Internet
marketing
To critically review the literature on Internet
Marketing.
As per view point of Mertler (2019), Internet
marketing refers to the strategies used by
organization for the purpose of running their
business and develop organizational
productivity. Internet marketing is all about
reaching your target audience at the right
place and at the right time with the help of
digital skills. The organization To provide
information about particular product and
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services, marketing is considered as
important aspect which used by marketer to
inform regarding specific product and
services. Without using marketing it will be
difficult for organization to operate their
business and manage activities. The
different sources of digital marketing are
search engine optimization, search engine
marketing, campaign marketing, e-
commerce marketing, social media
marketing, e-mail marketing and others that
uses by organization for the purpose of
reaching their targeted customers and
develop organizational productivity. For
example, M&S is fashion based industry that
use internet marketing such as social media,
SEO and e-mail marketing for providing
information and develop organizational
sales.
What are the opportunities provided by IM
and how impactful are the promotional
tools?
According to Bilnikova (2021), With the change in the
recent time the concept of internet marketing gain more
importance and is becoming a crucial part for the business.
Internet marketing has also provide many opportunities to the
business and through this are gaining more advantage then
that of traditional way of doing promotion. The foremost
advantage that is provided by them is by this the organisation
can try to build a effective relationship with many stakeholders
such as consumer, investor and employees. By using this the
business can grow there market share and can easily target
their consumer to whom they want to attract for their goods
and service (Fauzi and et. al., 2021). In the past time the
company has the option to only promote their product on the
limited geographical location but with the development of
internet marketing they have open their door are now they can
gain more geographical location within a single time. The
another opportunity of this is it is quite inexpensive than that
of offline mode of promotions. It also help the companies to
look at the clients everywhere so that they can make
diversified online presence. One of the best opportunity that is
obtained by this concept is the it open various job opportunity
like influencer marketing, digital creators and many more.
There are so many impactful promotional tool of online
marketing some of them are Email marketing, Social media
marketing, search engine optimization , video marketing etc (i
Eroles, 2021).
What are the issues regarding internet
marketing?
As per the view of Kisiołek, Karyy and Нalkiv (2021),
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Challenges are the part of the business operations and this
need to be carefully analysis by the organisation so that they
can achieve their goals and objective in very effective and
efficient manner. In one the survey it is found that many of the
problems are being faced when the companies when they are
using internet marketing as their advertising strategy. One of
the most important challenge is generating leads and traffic to
this. Leads is something which help the company to know how
effective their marketing strategy is that bring more buyers
towards the company. It is one of the top priority of ever
marketer that they should give return while using the
approach. The another issue that company faces is that they
require expertise for using the internet so that they can any
solve any glitch that occurs while using the network devices
(Renrui, 2021). The problem is also occurs that many of the
marketing employee had lack of skills and knowledge with the
innovative technology that are designed which create challenge
because they are not aware with the innovative apps. The next
challenge is of preparing a budget so that they can utilise the
resources in very effective manner. Securing of enough budget
is the issue because a proper market analysis is to be made so
that they can generate revenue and can use their fund which
also help them to generate leads and traffic for them
(Trengove, 2021).
3. Research
Methodology
15 marks
(appx 650 words)
 Secondary data only
 Qualitative Or/And quantitative research via
secondary data collection from the database
Mintel, which you could access via this link:
https://ezproxy.uwl.ac.uk/login?url=https://cl
ients.mintel.com/ (you will need to login in
using your UWL login and password)
Structure of Research Methodology
Research methodology is the study of research methods
that is the procedure and techniques of identify, select,
process, and analyze the information regarding a topic.
The present topic is role of internet marketing that used
by M&S to operate their business. The methodology is
defined below:
Research Philosophy: This is the set if principles and
assumptions, concerning the world view by
conducting research. This is important for
researcher to develop their understanding by
collecting valid and authentic data. This involves
positivism and interpretivism philosophy. In relation
to current research, positivism philosophy used by
researcher as it assumes knowledge regarding
specific topic is independent and provides more
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scientific information (Bruce, Pope and Stanistreet, 2018) .
Research Approach : This could be explained as plan
and procedures for study that used by researcher
from broad assumptions by detailing data collection
methods, analysis, and interpretation. The approach
has been divided in to inductive and deductive that
suggest appropriateness of data. In relation to
current research, deductive approach is used by
researcher as it begins with hypothesis
development which based on literature review.
Research strategy : The research strategy relates to
planning and techniques that used by researcher to
complete their study and manage performance. The
onion suggest different strategies such as action,
experiment, interviews, survey, case study, and
systematic literature review that supports to
complete study. In relation to current research,
survey strategy has been used by investigator that
will help to collect relevant and valid data about
particular topic (Chaffey and Ellis-Chadwick, 2019).
Data collection : This is the another layer of research
onion that used by researcher to collect information
and complete the study. The data collection
involves techniques and procedures to collect
information and manage the activities. The main
resources of data collection are primary and
secondary which used by individual to support their
study. The current study is about role of internet
marketing that used by M&S to promote their
products and services in fashion industry. The
researcher have been used primary as well as
secondary sources to collect information in relation
to specific topic. The primary source involves
interview, survey, and questionnaire. Moreover,
secondary source involves internet, books and
journal, and magazine and others that can help to
collect information (Levstik, and Barton, 2018).
Data analysis – This is the process of cleansing,
inspecting, transforming, and illustrating the data in
relation to specific topic and manage the
information. Without analysing data, it will be
difficult for researcher to complete their study. This
involves qualitative and quantitative techniques to
collect information that should be relevant and
authenticate. In relation to current research about
role of internet marketing, quantitative technique
used by researcher because it provides statistical
and practical information in relation to particular
topic. This helps to complete study in certain period
(Gioia, 2021) .
Ethical considerations – This is the collection of
principles and values followed by human being in
order to collect information. In relation to current
research, researcher make sure that all ethical
principles followed while conducting information
and it will be confidential and secure effectively that
support study (Hill, and et. al., 2021).
.i.1.a.i.1.a.i. Research Research findings and analysis
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and Findings Introduction
Data analysis is defined as such process which is
associated with applying statistical or logical aspects within
research so that appropriate execution of collected data can be
taken out. This is associated with describing such observation in
which entire data collection is executed. This is regarded as one
of the essential aspect within research which helps in taking
out such positive results. Data analysis is one of the process in
which decision making is executed. With the help of frequency
distribution table data is accumulated and exerted in similar
manner.
Data analysis
Q.1. Are you aware about the concept of internet marketing?
a) Yes
b) No
Q.2. Do you think that internet marketing regarded as boon for fashion
industry in UK?
a) Yes
b) No
Q.3. What are the major theories and frameworks related with digital
marketing?
a) Customer positioning
b) Customer segmentation
c) Customer acquisition
d) Digital marketing strategies
Q.4. What is the major reason of choosing internet marketing as marketing
strategy by Marks & Spencer?
a) Helps in reaching larger audience
b) Scaling the business furthermore
c) Generating higher revenue
d) Developing content strategies
e) Building brand image
f) Persuading customers
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Q.5. What are the benefits gained by Marks & Spencer by using internet
marketing within business practices?
a) Increase customer accessibility
b) Market diversification
c) Minimised cost of marketing
d) Personalised data collection
e) Time saving in marketing practices
Q.6. What are the major challenges faced by Marks & Spencer during
implementation of Internet marketing?
a) Optimising of marketing budget
b) Increased security risks
c) Time consuming
d) Dependability on technology
e) Economic uncertainty
f) Choosing of right mode
Q.7. What are the strategies that can be used by Marks & Spencer to mitigate
challenges related to internet marketing?
a) Producing effective referrals
b) Keeping up with trends
c) Creating engaging content
d) Effective customer target
e) Including higher creativity team
Q.8. According to your perception, should Marks & Spencer invest their time
and resources in internet marketing in order to reach their marketing goals?
a) Yes
b) No
Data interpretation
Q.1. Are you aware about the concept of internet marketing?
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a) Yes
b) No
Interpretation: From the above graph this can be concluded
that internet marketing is regarded as one of the major concept
which is used by the businesses in order to develop the
business and to acquire success as well. In this manner out of
30 respondents, 25 have said that they are aware about the
concept of internet marketing and 5 have said that they are not
aware about such concept.
Q.2. Do you think that internet marketing regarded as boon for fashion
industry in UK?
a) Yes
b) No
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Interpretation: From the above graph this can be concluded
that with the help of internet marketing assistance is given to
fashion industry in UK. In this research out of 30 respondent,
25 have said that these aspects are helping the business to
grow whereas 5 have said that internet marketing is not
regarded as boon to fashion retailer in UK.
Q.3. What are the major theories and frameworks related with digital
marketing?
a) Customer positioning
b) Customer segmentation
c) Customer acquisition
d) Digital marketing strategies
Interpretation: From the above graphical representation this
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can be concluded that there are different theories related with
digital marketing. In this out of 40 respondent, 10 have said
that Customer positioning is the major theory
Q.4. What is the major reason of choosing internet marketing as marketing
strategy by Marks & Spencer?
a) Helps in reaching larger audience
b) Scaling the business furthermore
c) Generating higher revenue
d) Developing content strategies
e) Building brand image
f) Persuading customers
Interpretation: According to the above graph this can be
demonstrated that out of 30 respondents, 7 have said that
scaling of the business is the major reason for choosing internet
marketing. Besides this, 5 have said that generating greater
revenue is the major reason for choosing internet marketing.
Q.5. What are the benefits gained by Marks & Spencer by using internet
marketing within business practices?
a) Increase customer accessibility
b) Market diversification
c) Minimised cost of marketing
d) Personalised data collection
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