Assessing Internet Marketing Strategies at Marks & Spencer in the UK

This report examines the significance and role of internet marketing within the fashion industry of the United Kingdom, focusing on a case study of Marks & Spencer. It identifies the importance of internet marketing within the organization, its impact on sales and advertisement, and the challenges faced due to its absence. The research employs an inductive approach with interpretivism philosophy and uses a mono method, incorporating a survey strategy to gather relevant data. Findings highlight the positive impacts of internet marketing on visibility, customer communication, and market research, while also addressing challenges like profit loss, communication gaps, and increasing competition in the absence of effective online strategies. The study concludes by emphasizing the necessity for Marks & Spencer to adapt and leverage internet marketing channels to enhance its market position and overall performance. Desklib provides access to similar past papers and solved assignments for students.

Business Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
RESEARCH AIMS AND OBJECTIVES ......................................................................................1
Research Rationale ......................................................................................................................2
LITERATURE REVIEW ...............................................................................................................3
RESEARCH METHODOLOGY ....................................................................................................6
FINDING AND RESULTS.............................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the important function that is differentiated activity performed in
merchandising for the purpose of promoting their products and services. Each organization aims
to operate their business by managing their all function and activities. Marketing is defined as
major functions which is used by company to promote their products and services. A business
should have proper information about surrounding and introduce kind of products as well as
services which supports to develop organizational performance. Without marketing it is not
possible for company promote and sale their products (Loonam and O'Regan, 2022). In other
words, Marketing is one of the pillars of company as all activities are depends on it and supports
to provide information properly. To understand about marketing Marks & Spencer has been
selected that is major British multinational retailer with headquarter in London, England. The
organizational specialises in selling clothing, home products and food products via marketing
which helps to influence number of people and develop organizational sales. The report covers
understanding about aims, objectives, literature review, methodology, research finding and
recommendations.
RESEARCH AIMS AND OBJECTIVES
Research Aim
“To identify the significance and role of internet marketing within the fashion industry of
the United Kingdom”. A study on Marks & Spencer.
Research Objectives
 To determine the importance and role of internet marketing within Marks & Spencer.
 To identify the impact of internet marketing on sales and advertisement of Marks &
Spencer.
 To recognise challenges faced by Marks & Spencer due to the absence of internet
marketing.
Research Questions
 What are the importance and role of internet marketing within Marks & Spencer.
 What is the impact of internet marketing on sales and advertisement of Marks & Spencer.
 What are the challenges faced by Marks & Spencer due to the absence of internet
marketing.
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Research Rationale
Marketing is the needed function in each organization which is used to informing people
and providing right data regarding particular products and services that supports to develop
organizational productivity. The reason of conducting research is to develop knowledge and
understanding about marketing and states how it supports to improve business performance. This
research will help researcher to develop their personal and professional context that supports to
manage all functions. In relation to personal context improve marketing, and communication
skills. For professional context, knowledge about marketing will be improved (Lubis,
Lumbanraja and Hasibuan, 2021).
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LITERATURE REVIEW
To determine the importance and role of internet marketing within Marks & Spencer.
As per view point of Dewi (2021), Internet/online marketing termed to strategies and
planning used to selling different types of products and services effectively via digital channel. A
business could be operate properly by influencing number of people and providing right
information that can help to develop business productivity. Internet marketing is most important
for companies as it aligns with the way consumers make purchasing decisions. The organization
should be focused over different marketing channel which can be used to inform people
regarding particular products and services. It has been seen that an organization should have
proper information about changing trend and provide products accordingly that could help to
develop business productivity. Internet marketing is playing an important role within Marks &
Spencer as it mainly used to attract and influence number of people by providing right
informations which can help to develop organizational sales. The chosen organization is selling
range of products and services with the help of digital or internet marketing as it supports to
bring changes and attaining higher performance. The marketing management of company
analysis the needs of their potential customers and provide them right information regarding
particular products that encouraged people to make buying decisions.
Now a days, people does not have enough time to visit stores, and market where it
became important for company to offer their products and services via online or internet
marketing that supports to develop organizational performance. The managers needs to analysis
the market and area which can help to provide products accordingly and increase organizational
performance. In Marks & Spencer, internet marketing increases the visibility, allowing
customers to maintain two-way communication with customers, and enabling more detailed
market research that can help to bring changes and supports to develop organizational
productivity (Mammadbayov, Hurriyati and Hendrayati, 2021).
To identify the impact of internet marketing on sales and advertisement of Marks & Spencer.
According to Montes (2021), Internet is becoming increasingly easier to shop around on
and compare prices. It has become one of the biggest platform for selling and advertisement that
influence number of people and supports to increase sales. This is important for each
organization to understand what is happening around and make the use of internet marketing
channel that can help to bring changes and develop organizational performance. The chief
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executive of M&S believes that by shifting its sales to online it will help to save M&S from
completely closing. The internet marketing relates to digital or online channel which are used to
grow a business continuously. The impacts of internet marketing on sales and advertisement of
Marks & Spencer is defined below:
To influence number of people – Internet marketing is used by companies to informing
regarding particular products and services which supports to develop organizational activities.
Marks & Spencer is the larger size organization that offers range of products and services via
internet marketing as it helps to develop business sales and performance. Now a days people are
highly active on social media and online channel which helps chosen organization to grow their
business continuously.
Increase customer base and productivity – Internet marketing impacted positively on
sales and advertisement of Marks & Spencer as it bring changes and supports to increase
customer base productivity. The team of of selected organization making team by using digital
channel that can help to achieve clothing & home business. This is important for each
organization to conduct market analysis by using digital channel and launches new products in
changing environment that can help to increase customer base as well as productivity (Ferguson,
Paramita and Ratnasari, 2021).
Helps to attain competitive advantages – Marks & Spencer benefited to internet
marketing as it capture high market share and growing customer share which can help to develop
organizational productivity. The marketing management of selected company analysis the
environment and give advertisement on social media such as Facebook, Instagram, twitter and
others about specific products that leads to higher sales and competitive advantages.
Hiring technical experts – This is important for an organization to hire experts for the
purpose of managing social media accounts. The responsibility of technical experts is to manage
different social media accounts which is possible through internet marketing. This can help to
develop organizational sales and performance (Denisenko, 2021).
From the above it has been explained that Marks & Spencer used the different types of
internet marketing channel such as social media, digital marketing, You tube and others impacts
positively and supports to develop organizational performance.
To recognise challenges faced by Marks & Spencer due to the absence of internet marketing.
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As per view point of Grigoraș (2021), Internet marketing is the main activity of
organization, used to analysis, research, promoting, and developing a business by providing right
information about products. If there is not effective marketing then it will be challenging for
company to continue their business in changing environment. Marks & Spencer faced different
types of challenges due to absence of internet marketing that are as explained:
Loss of profit margin – Marketing is mainly uses by organization to influence and
promote their products as well as services. If there is no right internet marketing channel then
challenges to communication could be arises. It has been seen that M&S have struggled to adapt
to the expansion of the internet and therefore seen a loss in their profits.
Lack of communication – Clear communication is essential for organization and
customers as it encouraged people to get information and make buying decision. The
management analysis the needs of people who belongs to different culture and lack of
communication mode then could be challenging to operate business.
High cost of doing digital transformation – Online marketing and sales is based on
different types of marketing channel and internet as it is used to informing people and managing
business activities. To use of digital transformation and online marketing Marks & Spencer faced
the challenge of higher cost that directly affected their business negatively (Lampe and et.al.,
2021).
Increasing competition – In UK there are many multinational stores which are running
their business by offering different types of products and services that creates challenges for
Marks & Spencer to operate and run their business. The management of organization need to
follow different types of marketing channel which are used for inform people regarding products
and services. In case chosen organization has not used the internet marketing then it would face
the challenge of higher competition that affected their business negatively.
Lack of customer base – The customers are the main value of organization as they
contributes to business activities and performance as well. If there is lack of information and
marketing channel then challenge to low customer base faced by company. Marks& Spencer
faced the challenge of lower customer base due to increasing needs of customer and no right
communication or way to share information (Li and et.al., 2021).
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RESEARCH METHODOLOGY
Chapter Introduction
This chapter is used to following the certain research process by collecting information and
analysis it effectively. To conduct a research there is need to identify the problems and issues
that arises while working and affect the business performance.
Research Philosophy – This can be explained as main layer of research onion which is
uses by researcher to conduct the research by considering appropriateness of information and set
of principles that based on world view. This is important for researcher to analysis the market
and came to know clearly about topic. The types of philosophy are interpretivism and positivism.
The current research is about internet marketing wherein Interpretivism philosophy is used by
researcher for reaching to its aims as well objectives as it will provide relevant information.
Research Approach – The approach to research is the involvement of methodology that
is being selects by a person for managing their research activities and functions properly. This
can suggest researcher to pick appropriate and right research that can help to develop the
understanding about topic. The main parts of approaches are inductive and deductive. In relation
to current research, inductive approach approach have been used by researcher that supports to
select best information which are hypothesis. Thus, it helps to develop understanding and
knowledge about particular topic (Lopez, 2021).
Research Method – To conduct a research method matters a lot that can help to take the
best decision and maintain good performance. A person who decided to conduct a research on
specific topic needs to select right method that can help to develop understandings and managing
all activities. The methods of study mono, mixed and multi which are used for different purpose.
In relation to current research mono method is used by researcher because it based on single
topic that can help to complete the research properly.
Research Strategy – The strategy is the planning which is formulated by an individual
for the purpose of doing their work in schedule and get perfection. This can help to manage the
business research activities accurately. The student and researcher is expected to devise research
by analysing data. This encompasses action, survey, case study, experimental, and interview that
can help to conduct research and literature review systemically. To proposed this research survey
strategy is being used by researcher that can help to develop understanding and managing
activities properly (Fauzi and Palino, 2022).
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Time horizons: It could be explained as time framework and structure which is used by
researcher to complete their project in certain time and develop performance. It is also
considered as planning horizon that bases on two horizon such as cross sectional and
longitudinal. In relation to Internet marketing, researcher have used cross sectional as time
horizon where a project is analysed by individual and complete the project properly (Sari, and
et,al., 2022).
Data collection and data analysis: It determined as main aspects of collecting
information and checking it properly that can help to develop understanding and knowledge in
relation to particular topic. This is important for a person to analysis all functions and activities
which are related to project so that right decision would take by researcher. This mainly basis on
primary and secondary data collection method. When data is collected from primary sources
such as questionnaire, interview, survey, and analysis is known as primary data collection. On
the other side, when information are collected from secondary sources such as books and journal,
internet and magazine is known as secondary data collection. In relation to current project,
secondary data has been used by researcher that can help to collect information via literature
review and use of quantitative techniques. This could help to managing data and information
appropriately.
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FINDING AND RESULTS
Theme 1 – To determine the importance and role of internet marketing within Marks & Spencer
As per the views of author form the collected data it has been analysed that internet
marketing is very effective and important for company. It play crucial role with in Marks and
Spencer company that will lead to improve organisational practices and enhance organisational
practices. Internet marketing is significant in light of the fact that it lines up with the manner in
which consumers settle on buying choices. Internet marketing empowers you to assemble
relations with customers and possibilities through normal, low cost personalized communication,
mirroring the create some distance from mass marketing. Internet marketing additionally helps
associations in accomplishing better worldwide marking and in building more prominent
familiarity with the products or services that they offer. Internet marketing empowers to be just
getting started nonstop without stressing over store opening times or extra time installments for
staff. Offering your products on the Internet is additionally advantageous for customers. They
can peruse Marks & Spencer online store whenever and place orders when it is helpful for them.
It has been analysed that by marketing on the Internet, respective organisation can conquer
hindrances of distance. Marks & Spencer company can sell products in any piece of the country
without setting up neighbourhood outlets, augmenting your target market. Marks & Spencer
company can likewise assemble a product business without opening an organization of
wholesalers in various nations. It has been analysed that internet marketing play significant role
in order to reduce the cost of organisation. Marketing products on the Internet costs not as much
as marketing them through an actual retail outlet. Marks & Spencer don't have the common costs
of property rental and support. Company don't need to buy stock for show in a store so that it can
sell products to potential customers. Respective company can arrange stock in accordance with
request, keeping business stock costs low. It has been analysed that the Internet gives a
significant stage to building relationships with customers and expanding client maintenance
levels. At the point when a client has bought an item from Marks & Spencer online store, you
can start the relationship by sending a follow up email to affirm the exchange and thank the
client.
Theme 2 – To identify the impact of internet marketing on sales and advertisement of Marks &
Spencer
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According to collected data it has been analysed that internet marketing practices will
lead to have major impact on overall sales and advertisement practices of organisation. The
Internet furnishes a stage to put advertisements with the possibility to arrive at a huge number of
consumers all over the planet. A few promoting choices are accessible on the Web. Internet
marketing has become increasingly more famous these days among businesses all over the
planet. It has been analysed that subsequent to finding the wide reach advantages of internet
marketing in advancing products and services online, it has before long turned into the main
vehicle for marketing everywhere. Marks and Spencer can put flag and text promotions on
famous websites that are applicable to your specific business. It has been analysed that internet
marketing practices will lead to have positive impact over sales and advertisement practices of
organisation. The amazing accommodation of marketing online is probably the greatest benefit
of internet marketing. The internet has amazingly simple openness with consumers utilizing the
internet and arriving at business sectors anyplace on the planet. Along these lines, buying
products from across borders presently lessens the cost of transportation. Through this company
will be able to improve its organisational performance by selling its products to large customer
base. Marketing Marks and Spencer company products and services online enables you to target
audiences in light of demography. This allows you to focus activities on the audience that you
really need to offer your products or services. With segment targeting, you can more readily
target your marketing endeavors on explicit segment districts.
Building a base of steadfast customers that return and purchase products more than once is
fundamental to making a fruitful independent venture. The Internet can assist companies with
further developing client support by providing customers with an extra channel of
communication that is accessible at the entire hours of the day. Advanced marketing valuable
open doors are being converted into a client situated market. Consumers can now settle on
international products and get the best deal. Through this it has been analysed that the capacity to
advertise Marks and Spencer products and services all around the world is probably the greatest
benefit of worldwide marketing for business. Inside a while of forceful SEO, respective company
can get a huge number of watchers and contact colossal audiences from across the world. Marks
and Spencer company will be able to gain competitive edge over other rival companies.
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Theme 3 – To recognise challenges faced by Marks & Spencer due to the absence of internet
marketing
According to the collected information it has been analysed that there are several challenges and
issues that could be faced by company due to the absence of internet marketing practices.
Marketing is an expert term for the act of establishing a specific message into the personalities of
the ideal individuals. Before the coming of the internet, marketing was subject to actual
techniques like newspapers, flyers, TV and so on. The computerized upheaval has made it simple
to possess and work a marketing business without workplaces, numerous representatives and
other customary frameworks. Different issues and challenges faced by Marks and Spencer
organisation because of the absence of internet marketing is mention below -
 Increase in cost of business – It has been analysed that contrasted with traditional broad
communications marketing, Internet marketing is substantially more cost effective.
Internet marketing likewise doesn't need strangely a lot of speculation as what businesses
have done in the past with broad communications marketing. Due to lack of internet
marketing Marks and Spencer company will have to increase cost of business.
 Lack of effective outcomes - Internet marketing as an inbound marketing apparatus
delivers preferable outcome and incomes over customary marketing channel. This is on
the grounds that an outbound marketing, for example, newspapers, consumer magazine,
radio and TV are escaping style, though inbound marketing apparatuses, for example,
mobile media, social media, social networks and search engines are on the ascent. Marks
and Spencer company will not be able to get desired results due to lack of internet
marketing practices (Toledo, Nakagawa and Yamashita, 2022).
 Not able to reach targeted Customers - It has been analysed that due to lack of internet
marketing Marks and Spencer company will not be able to reach its potential customers.
One of the vital qualities of full Internet marketing is that these computerized marketing
apparatuses were intended to target explicit arrangements of customers or audiences.
Dissimilar to customary broad communications marketing where advertisements are
communicated to anybody, even the people who don't like or are not intrigued by a
specific item or administration. Internet marketing which is a structure on inbound
marketing draws in targeted customers who are explicitly searching for the brands,
products or services a specific advanced marketing effort is centred around (Gao, 2022).
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