Introduction to Marketing Assessment: Marks & Spencer Report

This report provides a detailed analysis of Marks & Spencer's marketing strategies. It begins with an introduction highlighting the company's global presence and diverse product offerings. The main body of the report delves into a marketing audit, examining political, economic, social, technological, legal, and environmental factors influencing the business. It then explores marketing segmentation, covering geographical, demographic, psychographic, and behavioral aspects. Furthermore, the report analyzes marketing communication strategies, including price, promotion, product, and place. Consumer buying behavior and the application of the Ansoff Matrix are also discussed, providing a comprehensive overview of the company's marketing approach. The report concludes with a summary of key findings and recommendations.

INTRODUCTION TO
MARKETING
ASSESSMENT

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Marketing Audit......................................................................................................................................3
Marketing Segmentation..........................................................................................................................5
Marketing Communication......................................................................................................................7
Consumer buying behaviour....................................................................................................................8
Ansoff Matrix..........................................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................12

INTRODUCTION
It is very essential for all the organizations to understand the functioning of the business
so that the company can have higher profit margins. Marks & Spencer is going to be discussed in
this report which is having its headquarters in London and there are 80,000 employees working
in the organization. The company has expanded itself in a lot of industries so that they can have
an effective functioning for themselves which is going to make the company have a better
functioning for them like Kellogg’s corn flakes, etc. There are more than 1463 locations which
this organization is serving and area covered by the organization is worldwide which is creating
a competitive advantage. The company has to understand the business environment, marketing
segmentation, marketing communication, consumer behaviour so that the planning for the future
of the organization can be done effectively which is a very essential factor for the organization
since the competition in the market is also increasing rapidly.
MAIN BODY
Marketing Audit
Business environment can impact on the organizations functioning which need to be
controlled so that the organization can have a better operation for them. There are objectives
which all the businesses have in the market which needs to be fulfilled so that the company can
have a better functioning and the organization will be having more loyal customers. Marks &
Spencer have gotten online so that they can serve worldwide therefore analysing the environment
for the organization is very essential.
 Political Factors
Marks & Spencer is working on their free trade policies so that they can have a better
functioning and expand themselves in the business. Because of Brexit there are a lot of changes
which have taken place in the company regarding the policies so that they can have a better
competitive advantage (Bocigas Solar, Fernández del Hoyo and Herrera González, 2019). The

taxation policies in the country has changed because of which the company has to change their
way of working in the market so that they can have a better functioning for themselves.
 Economic Factors
There are a lot of discounts which are provided by the company to the customers so that the
company can have better profit margins. Marks and Spencer had decided in 1999 that they are
going to switch to using foreign suppliers in the organization which is going to make the
products of the company premium for the use of customers. The conflicts with the retailers in the
market which are small over products price has raised which is due to Brexit which has taken
place. Marks & Spencer is an experienced organization which is why they will be able to handle
that factor in the market.
 Social Factors
There is a help from the communities side for the organization to cut down the internal costs
which can make the company have higher profit margins (Bicen and Pinto, 2017). Marks &
Spencer is having a strong strategy for them in the market which is making the company get a
high profit margin for themselves. The trends of the customer is very essential for the company
to follow
 Technological Factors
There are a lot of technological changes which are taking place in the organization which is
making the company have a better functioning and reputation in the market. The company is
being able maintain their standards and quality of the products so that they can have a better
functioning and loyal customers in the organization. Technologies have made the errors reduce
in the organization and the organization is having a better productivity in the market which is a
great factor for the company.
 Legal Factors
The legal laws are being followed in the organization so that the company can satisfy the
needs of not just the customers but make the employees loyal as well. There are experienced and
skilled employees which are helping in the growth of the organization which is why the company

is providing the employees with special requires and security for the future and the present which
is being provided to them. There is a healthy environment for the employees and fair treatment
which is given to them so that the employees can give their best in the organization (Streissl,
Egsmose and Tarazona, 2018). The wages and discrimination of the employees is being taken
care of and the customers are getting all the information they have the rights on from the
organization so that there is a higher satisfaction and the productivity of the organization can also
be well maintained.
 Environmental Factors
The products of the organization are sustainable products in the market which is why the
organization has a long run in the market. The company has a lot of unique ideas as a retailer for
using sustainability in the market and the company has decided to get zero carbon footprints in
the market as well. There are renewable resources which are being used in the organization so
that they can have a better functioning and saving on the other resources. The organization is
being able to find effective ways to dispose of their wastage in an effective way and the
employees are helping in this mission of the organization as well so that the reputation and the
portfolio of the organization can be maintained.
Marketing Segmentation
It is very important for businesses to have segmentation for them so that there is a better
functioning which can be conducted for them in market. Marks & Spencer always have a well
designed plan and strategy with themselves so that they can get more customers in the
organization which is going to make the company have high profit margins (Ogunnaike and
et.al., 2018). The competition is increasing which is why the organization will have to take
measures so that they can have a better functioning for themselves.
 Geographical Segmentation
The company has to consider the customers nationality, states, cities, etc so that the products
of the organization can be planned accordingly which is going to make the business function
effectively. Marks & Spencer has not expanded themselves in local areas of countries because

they are targeting more of urban areas who follow the trends of the market which is going to
make the organization have more customers. The products are also priced according to the urban
areas since the products are having high quality which is why the company also will have to have
better functioning for themselves so that they can overcome the competition. There are a lot of
local stores in the market in the countries as well but the quality and designs of the company
always attracts the premium customers in the organization.
 Demographic Segmentation
The company has to consider the age, family, gender, income, education, race, generation,
etc, so that the products are designed according to the customers which are going to make the
company have higher sales (Hisrich and Ramadani, 2018). Marks & Spencer has expanded
themselves in different field and have products for men, women and kids so that they can target
for the society as whole which is going to make the organization have better functioning. The
organization is always looking into the functioning of the customers of different countries
therefore there are offices which the organization has opened in different countries so that they
can survey effectively and understand the expectations of the customers which is going to help
the company to improve them their products.
 Psychographic Segmentation
The company is being able to provide the customers with the lifestyle, status and personality
taste they have for themselves which is a great advantage for the organization. The traditional
clothes and the modern are present in the store which is making the customers have high
satisfaction in the organization which is a great factor for the organization. The products on the
customers are going to reflect the personality of the customers and the design of the company
which have to match so that the customers can have a better experience with the organization.
The customers are getting the best of services from marks & Spencer because there are highly
trained and skilled employees which are working in the company (Stylidis and Terzidou, 2017).
 Behavioural Segmentation
All individuals have their own attitude and knowledge for the products which needs to be
looked into by the organization so that the company can have a better functioning for them.

There are occasions which the customers go to and others do not which also has to be considered
by the organization if they want to have a stronger market base for themselves in the
organization (Iliev, P., 2019). There are products in Marks & Spencer’s for occasions as well and
they also make produces if required by the customers in specific so that the company can satisfy
the customers and their needs. The company is even making elegant products so that they can
match those expectations as well and the company has other important factors as well which are
supposed to be matched so that they can make the customers have a better experience in the
organization.
Marketing Communication
This tool is going to make the organization have a better functioning so that they can have a
better functioning for themselves in this competitive market. The organization is experienced in
this industry and is having high skilled and knowledgeable employees which is giving the
company a competitive advantage and better functioning (Center, Williams and Taylor, 2017).
This would also help the organization to achieve their objectives and goals which is a great factor
for businesses. Marks & Spencer is using this factor as their advantage and making it useful for a
long run in the market.
 Price
The net income of the company is 10,622.0 million pounds and the operating income was
690.6 million pounds. The organization is having products for men, women and children so that
the organization can have a better productivity. The competition in the market is increasing
which is why the organization has to price their products accordingly so that they can overcome
those factors in the market (Gupta, 2019). Discounts are also being provided to the customers
from time to time so that they can experience the services and the quality of the organization
which is going to get in more loyal customers in the company.
 Promotion
Marks & Spencer is having a strong promotion strategy so that they can have a stable
functioning and they can have a better standard for themselves. The company is having a

premium standard for themselves and this is a way which is used by the organization so that
there is better information which the customers can have. There are celebrities like Myleene
Klass, Lisa Snowdown, Antonio Baderas and John Sergeant. The company has gotten online
which has to be made public which are why there are promotions which are being done by the
organization so that they can get more customers and loyalty in the organization (Hébert and
et.al., 2017).
 Product
The organization has expanded themselves in a lot of products which is making the
organization have a better functioning and the company is expanding in women, men, kids,
beauty, home, furniture, wine, food and flowers (Singh, 2017). This is making the company have
a strong portfolio for themselves and experience in the market as well which is going to help the
organization have a better functioning for them in the future.
 Place
The company has expended their offices overseas like in Indonesia, China, Bangladesh,
India, Malaysia, etc. 2001; the organization had more than fifty outlets for selling their products
in the world so that the customers can find it easier for researching out the company. The
company got online 1999 so that the organization can help the customers to get their products at
home by delivering it to them which is going to make the customers have a better functioning for
them. The organization helps the customers to get information in the local currency of which is
going to be liked by the customers (Erasmus, Strydom and Rudansky-Kloppers, 2016). This is
making the company have visibility and customers in the organization which is making the
organization have a better functioning so that organization can maximum pricing.
Consumer buying behaviour
The consumers buying behaviour is very unpredictable because with the change in time
there needs and wants are changing as well which is creating a very negative impact on the
market. The customers want new and trending in the market which is attracting them a lot. The
society of each country want to follow their role models which is why Marks & Spencer is

promoting the products by models so that they can fulfil the needs and expectations of the
customers. The society acceptance of the product is also being considered in the organization.
There is an age difference also which needs to be considered which is why the organization has a
strong workforce which is accepting the changes which are coming in the market from time to
time so that they can meet with the expectations of them and make the company to have higher
profit margins (Clark, Latshaw and Napolitano, 2017). There is a strategy and well planning
which is also involved in M&S because they have a lot of experience in the market which is
making the company have better functioning and operations in the market which is good for a
competitive advantage.
Ansoff Matrix
Ansoff Matrix marketing tool can make the organization grow in the market so that there is a
better functioning of the organization. This is a matrix which can improve and develop a strategy
for the organization which is going to help the company to have a better functioning (Savelyeva
and et.al., 2017). This is going to help the organization decide their strategy for a long run in the
market which is a very essential factor for the company. Decisions have to be made by the
management of the organization so that there is a better functioning of the organization which is
going to help the company to have a better functioning.
 Market Penetration
The company in this tool has an existing product in the existing market to develop the
product and get more customers which is going to improve the quality and design of the products
which is a very essential factor for the organization (Patti and et.al., 2017). The existing product
can make the organization not have a successful run in the market because customers need
improvement and change in the existing product because the needs and demands of the
customers are changing from time to time.
 Product Development
The company can get new products in the existing market which can make the organization
have honest review of the products so that they can find out if the product is going to work in the

market for a long run. Products can help the organization to get high profit margins which has to
be maintained by the organization so that there is an effective functioning for them. New
products always need honest review because the organization create new products by
understanding the demands of the customers but it is very essential for the company to have a
better plan for themselves in the market which is going to help the organization have standards.
 Market Development
In this tool there is a new market with the existing product because the company by that time
knows that the product is going to get in a lot of customers in the organization which is going to
help the company to have a better functioning for them (Chaffey and Ellis-Chadwick, 2019).
This is going to make the organization stable in the new market and create a reputation for them
in the market as well and then the company can understand the needs and demands of the
customers and improve accordingly.
 Diversification
New products and new market is a great risk which the organizations take which already has
brand recognition in the worldwide without having a branch in the country. This risk is mostly
taken by organizations which have a great potential for themselves and experience in the market
as to have the right strategy and measures which needs to be taken in the market, This can make
the company have the maximum share in the market and the company will be able to have a long
run in the market.
Recommendation
Marks & Spencer used diversification because this is making the organization have better
growth opportunity for them so that they can have higher profit margins. The organization has
already grown them in the local market which is why when they have new products coming in
the market then feedbacks can be taken from the customers from time to time and improvement
of the products can take place. The organization has expanded themselves worldwide which is
why there is a requirement of improving the products according to the needs of customers in
different market (Grigoryan, N., 2019). This risk is taken by Marks & Spencer so that they can

have a better functioning for themselves in the market which is going to make the organization
have a better portfolio and experience for themselves.
CONCLUSION
From the above report it can be concluded that there is a need for the organization to
analyse the market for them so that the organization can get a better functioning for them which
is going to make the company have a higher profit margins. The competition in the market is
increasing which is why it is very important for the company to take measures after analyses so
that they do not take any step which can impact on the reputation of the organization. There are a
lot of decisions which the management has to take and the employees must meet up to those
expectations which the management has from them so that the company can function effective
and efficiently.

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