Marketing Essentials Report: Marks and Spencer Case Study Analysis

This report provides an in-depth analysis of marketing essentials, using Marks and Spencer as a case study. It begins with an introduction to marketing and the company, followed by an examination of the key roles and responsibilities of the marketing function within an organization, including defining brand goodwill, campaign management, and internal communications. The report then explores how marketing relates to the wider company context, highlighting its interrelationship with other departments like finance and sales. The marketing mix is discussed, along with a strategic marketing plan for Marks and Spencer. The report concludes by summarizing the key findings and providing references. The analysis covers various aspects of marketing, including digital marketing and its impact on the retail industry.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key roles and responsibilities of marketing function..................................................................3
Role and responsibilities of marketing relate to wider company context....................................5
Task 2...............................................................................................................................................7
Marketing mix..............................................................................................................................7
Task 3...............................................................................................................................................9
Strategic marketing plan..............................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is defined as promoting company's products and services in target market.
This report is based on the case study of Marks and Spencer Company in respect to its marketing
essentials. Company initiated its business operations in the year 1884 by the founders Michael
Marks and Thomas Spencer. Company is associated with retail sector and currently owns its
stores at more than 1400 locations all across the globe. Company is listed in London Stack
Exchange. This report will demonstrate different aspects of marketing planning of company.
Henceforth, report will emphasis on different roles and responsibilities marketing department
play in an organisation. This report will also demonstrate the interrelationship between
marketing department with other functional department in an organisation. Elements of
marketing mix will also discuss in this report. Furthermore, report will also discuss about the
precise marketing plan in respect to the Marks and Spencer Company.
TASK 1
The various key roles and responsibilities of marketing function
The wide role and responsibilities of marketing function can be in detail understood
as one of the most vital and highly important within business segment to enable high factor
capitalization and enhancement of business operations within dynamic global scenario of
innovative marketing. The role of marketing is as one of the most prominent and high
developed dynamic business aspect which has been focusing to develop bring on huge
positive factors within business world to bring on large technicality within promotional services.
Marketing function is attributive to wider succession in bringing on long term innovation and
advancement with productive developed functional efficiency among consumers market share
within global arena (Kaur, Chahal and Gupta, 2019).
Various roles and responsibilities of marketing functions
 Defining and managing goodwill of brand at Marks and specer
 Conducting innovative campaign management and wide marketing initiatives
 Producing various marketing goals and promotional materials

 Creating new innovative content with monitoring and presenting work on social media
 Producing internal communications among employees , teams of marketing department
 The role and responsibility of marketing at M&S company is focused to bring on
advanced promotion paradigms pertaining onto new functional goals and develop wide
reach scale services programming onto high yield functional strength through which
brand is able to establish wide position into world levels of retail industry.
 The role of marketing can also be understood with wide technical advancement it brings
to brand name and also how the brand with innovative marketing strategies is able to
position itself as component brand within world metrics. M&S brand focuses to be
working with strong evocative services dealing with high innovation and determination
to be rational onto new synergy of advanced competitiveness.
 The retail industry plays a massive dynamic functional role to be productive and highly
efficient with growing competitive marketing fundamentals within brands. M& has been
coming up with innovative marketing techniques and high structured advancement within
business world for being strongly focused as per customers market preferences which has
been highly demanded to bring on positive synergy and ethical representation of
marketing objectives. Key responsibilities of marketing can be understood with the wider
arena of innovative ideas, leverage of technical advancement and constructional key
element scenario which plays high immense role of importance in bringing on advanced
technicality in work promotions.
 M&S company marketing department has been playing one of the most important
fundamental role to bring on promotion strategies of all goods and services which are an
integral part within business operations to attain higher synergy of advancement and
functional efficiency as per set targeted goals and digital marketing avenues. Marketing
function also holds the massive importance of functional efficiency for attaining higher
objectives' profitability, goodwill among consumer market share where determinants
have been technically developing onto with the best technical leverage (Lam and Li,
2019).
 The role and responsibility of marketing is not only well-structured and posses the wider
context of larger potentialities within promotional avenues of technical advancement for
company marketing factors to represent the sale objectives with which goods and services

are worked on within business scenario. M&S being one of the largest fashion retail
brand to work with high innovation to promote all goods and services produced within
company as per changing customers preferences, keen focus within the set paradigms
which enables to potentially leverage on major technical advanced functional ethics.
 The retail industry is blooming up with new marketing paradigms among fashionable
products, services which are highly consumer market oriented and determinants focused
to develop new relative working culture. Roles and responsibilities of marketing within
business scenario have been profoundly working with the best parameters and set
objectives by M&S, one of the biggest high goodwill attained company working with
rational paradigms pertaining onto key roles of innovative marketing.
 Digital marketing is also one of the most innovative marketing segment which holds
immense opportunities for business expansion and building worldwide goodwill factors
with high competitive factors and exploration to reach the set potentialities and
profitability targets (Martensen and Mouritsen, 2017). Marketing is considered to be an
important function which holds the massive opportunity to build on long working
goodwill and developed working ethics as per set standards and technical advancement
within world scenario to build on positive goodwill among consumers market share.
Globally there has been high increase among companies within retail industry to pool on
various innovative promotional avenues and rational new synergy of strong marketing which has
been factored with innovative marketing segments. Strong creative minded marketing teams play
out huge role to bring on innovative developments and keenly promote the vivid set paradigms
of exploitative working opportunities within world marketing scenario.
Role and responsibilities of marketing relate to wider business in company context
The role and responsibilities of marketing relate to wider company context where M
&S company has been working onto major innovative marketing paradigms to pertain onto wider
rational synergy of innovation and continuous exploration (Mishra and Modi, 2016). M&S has
been seeing optimistic growth of all new marketing trends with higher investment lining onto
marketing parameters, digital marketing avenues where the technical advancement is huge and
also there is more rational usage to build on various perspectives. The company management,
M&S marketing department holds various opportunities to build on long term pertaining

potentialities, keen functional strength and the rational functional strength to factor into vivid
role of marketing.
Various Roles and responsibilities of marketing:
Roles and responsibilities of marketing relate to the wider organisational context at M&S can be
understood with competent parameters onto which all services can be programmed further, as
innovative marketing with digital platform functionality develops wider rational functional
synergy along with higher profits. The marketing also holds the responsibility to bring on best
marketing paradigms and leverage onto large technically advanced services with customer
preferences focused services.
 Marketing function role with finance department is connected to bring on
best capital structure decisions which will be used up for the investment
fundamentals for gaining on large decisions pertaining onto objectives of
marketing department through which new profitable targets can be
obtained.
 Marketing function role interrelationship with product development can be
analysed with the way wide innovation is programmed among business
operations, for promoting strong creative business services.
 Marketing function in communication department can be used to promote
wide strong functional goals and keen synergy of innovation through which
wide promotional factors can be further built on.
 Marketing function in promotion and selling department functions will be
focused to bring on new levels of strong diverse parameters through which
high functional effective targets can be achieved.
 There is wider management context within M&S marketing factors to bring on long term
profitable working inputs and deliver higher goodwill among consumers market share
which has been profoundly working to build vast structured parameters of marketing.
Marketing department role is highly correlated with wide company regulations and
completion of set production benchmarks within working business scenario to aim for
technical advancement. The interrelationship between these determinants and paradigms
of innovative marketing enable us to analyse how the vivid factors of exploration within

marketing enables to build on long term positive synergy of innovation, diversity within
roles and for programming high tech advancement among all operations (Brown, Foroud
and Hafeez, 2019).
 Various functional units of M&S work with divergent roles and context of marketing
factors of growth and long term synergy of optimistic capitalization of all investments
which company plans to pool in. Marketing department is highly correlated with various
other functional units where M&S faces huge positive functional strength for bringing on
advanced competitive edge benchmarks and attaining long term synergy of functional
strength (Moorman and Day, 2016).
 More focus is given to management functions where marketing fundamentals play an
important role for gaining ethical development within set paradigms and to pertain onto
higher focus fort bringing on long term goodwill among consumers market share. The
interrelation and collaborative working scenario within all department and within
marketing enables to bring o0n positive fundamentals of higher growth synergy, new
leveraging strength of goodwill among consumer market strength.
 M&S being one of the biggest retail company within global industry gives huge
importance to marketing functions where all resources which are used within business
segments are not only resourceful but also holds vivid opportunities to gain global
recognition and goodwill paradigms. The brand plans to bring on more innovative digital
marketing factors by integrating high scale technology usage and rational potential
utilization of ll new resources which works as one of the biggest asset for company
(Sanclemente-Téllez, 2017).
 M&S is one of the foremost brand attributive to bring on long term synergy of new
marketing functions and potentially building optimistic factors of high yield within all
functional channels of communication among consumers market strength. The marketing
department of M&S aims to bring on positive functional strength by regulating positive
working parameters and for pertaining long term synergy of operation efficiency among
consumers sales market paradigms. The marketing department holds various functional
opportunities to build on long term synergy of optimism within competitive benchmarks
which holds rigorous opportunities for higher goodwill composition.

 Innovative marketing builds various new plans for company to effectively respond to
industry demands and increasing market share competitively along with focus on
preferences of customers. Innovation builds new vivid competitive culture in
company where management has high focus on using the latest research analysis as
base to integrate them in business expansion strategies and reach new levels of
revenue profitability. These factors enable us to analyse how interrelation of
marketing with various other company departmental functions where it is highly
important to pool on the best resources, synergy of technical advancement and how
various marketing factors of innovation, creative marketing enables to bring on
new higher profitability and performance targets complete (Sun, Price, and Ding,
2019).
Interrelationship of marketing function with other functions of company for gaining
wider functional efficiency can be understood as one of the major tool which works s
management asset:
Marks and spencer being one of the best brand of retail fashion clothing within
world develops strong fundamental high quality marketing, where role is highly
important to keenly coordinate with finance departments to gain analysis on how much
investment will undergo . Finance department interrelationship enables us to analyse that
marketing department functional paradigms shall widely focus to bring on strong scope
and synergy of fundamentals scope of effective marketing tools.
 Marketing department is also connected with sales department for bringing
forward new rational goals and targets for connecting onto new synergy of
innovation through which new goals can be developed among company sales
structure.
 Interrelationship of marketing with promotion department is connected to
promote innovatively among all operations where consumers market share
can be effectively reached on for gaining new profit levels which will enable
to generate new competitive paradigms.
 Interrelationship with R&D department of marketing is that it enables to use
latest research paradigms and wider segmented goals through which wider
innovation can be enabled for gaining new profits.

 Interrelationship of marketing with human resource and procurement can
be understood with the fact that there is focus towards diverse goals where
all talented skilled employees are selected within company where consumers
can experience well effective services and also goodwill of brand is enhanced.
Task 2
Marketing mix
Marketing mix is an analytical tool demonstrate different factors play a critical role in
conducting the marketing of the company. Different pillars part of company's marketing activity
involve in marketing mix. This analytical model comprises with factors like product, price,
place, promotion, people, process and physical evidence. All such tools support company in
framing a marketing plan for its product promotion. Comparison of marketing mix factors can
project in following points.
Product: Product is among the key marketing mix element. Marks and Spencer Company deals
in high quality clothing, food product and home product. Product portfolio of company is vast in
nature. Company serves all top brands associated with retail sector which involves Per Una,
Autograph, Limited, Rosie, Blue Harbour, Marks and Spencer Collection and Marks and Spencer
Energy. Product portfolio of company is vast in nature (Ozuem, 2016). Well diversified product
portfolio play a huge role for the company in order to attract potential customers towards the
company stores. Product is among the key part of the decision-making of the customers as if the
company offers quality product it will engage customers towards buying such products.
Marketing team of Marks and Spencer Company also involves in framing strategic alliance with
other retail brand so that product portfolio of company can become more vast. Company's policy
is to offer quality products that can meet all requirements of customers.
Price: Price is another key element involve in marketing mix. Marks and Spencer Company's
business objective is to serve the quality retail products at the most affordable price range. In
food segment company offers the average prices offer by other key competitors of the company.
Marks and Spencer Company offer basic groceries in its food product segment which are
available at average price of the industry. In case of clothing line company offers all top brand
which also involve extra cost to afford such top brand products. Clothing line of company is

pretty expensive as it offers top quality products (Clark, 2017). Clothing products of company
target to upper middle class income background and upper class income group people. It can be
concluded that company offers affordable prices for its quality retail products. Due to its price
affordability company able to serve all economic background peoples all across the globe.
Place: Marks and Spencer company own stores at more than 1400 locations all across the globe.
Company's business has been spread all across the globe. Place involve in marketing mix
demonstrate all such places where company owns its business operations. Marks and Spencer
Company is among the top brand part of the retail sector. Company's distribution and supply
chain network is also spread all across the globe which also support company in conducting the
business operations at global level. Along with the offline retail mode company is well known
for its digital presence. Marks and Spencer Company also engaged selling its products over
internet. Company is also among the top online retailers in the previous financial year.
Promotion: Promotion involve in marketing mix comprises with all effective channels that can
be a part of company's marketing campaign. Marks and Spencer Company promote all its
products with the sup[port food different strategic tools that involve radio, television, internet,
social media channels, magazines, you tube promotions and other effective promotional
mediums. All such promoting techniques allows company to gain an aggressive brad presence in
retail sector at global level (Zhu and Gao, 2019). Apart from these marketing techniques
company also engaged in conventional strategies to promote its products that involve using
holdings to promote brands offer by company. With the support of aggressive promotion
strategies company is able to register the impressive sales in previous years and has been able top
continue with effective growth rate.
People: All marketing campaigns of company are monitored and controlled by experiences
employees has been a part of company's marketing campaign for many years. Company also
conduct different skill development sessions to polish the skills and capabilities of company's
marketing team. With the support of experienced and skilled team company is able to run
engaging campaigns for its promotional activities. Research is also an important part of
company's promotional approaches. Employees in marketing department also conduct effective
research related to its promotional activities. Research also support company in making the
marketing tactics creative and innovative.

Process: Process is also a key part of marketing mix in company. Process involve the precise
approach apply to conduct the marketing campaign of company. Marketing team of company
follow the process to conduct market research at the initial level to finalise all key promotional
channels will be a part of company's promotional activity. Process also involve analysing the
outcomes of earlier promotional stages (Hug and et.al.,, 2018). Marketing team also discuss
about the idea on which entire promotional campaign of company will be based. Company also
monitor and control its marketing campaign with the support of different analysis tools like
google analytics, mobile traffic and key tools.
Physical evidence: Physical evidence involve the physical environment in which company is
going to serve its products and services. It can also be projected as the business environment.
Retail sector has always been among the major sectors part of the business environment. The
dominance of the sector has allowed Marks and Spencer Company to conduct the profitable
business. Company also give huge priority on product design. This part of marketing mix also
conclude about the branding of company (Fotiadis, 2018). Marks and Spencer Company is
among the top brands part of the retail sector. The huge brand image of company has allowed it
to entertain healthy success in the market. Brand value of company also supports company
marketing campaign to achieve the great success in the market.
The above elements are a part of marketing mix. All the above factors demonstrate
different aspects of company's marketing activity.
Marketing mix of Tesco Company
Products: Tesco Company offers retail products like clothing, food products and other related
retail products. Company’s product portfolio is well diversified which allows them to cater the
need of different retail sector consumer (Al-Azzam, 2016). Product portfolio of Tesco Company
allows them to offer its products to all gender, sex, education, religion and other belonging
factors of society. Product allows company to create a strong brand image in market.
Price: Tesco Company offer healthy prices against all retail products. The aim of the company is
to serve the different retail products at the most affordable price range. The products prices of
company allow meeting the need of different economic background and class people. Some
products of company like food and other essential allow company to cover all economic
background and class category peoples. In case of clothing line of company it covers to the upper
middle class to upper class economic background people due to its high prices.

Place: Tesco Company operates its stores in more than 5000 business locations. Company
created an effective brand image at all such business locations with the support of its marketing
and promotional strategies. Company also get involve in framing strategies to expand the
business operations at other places and geographical locations.
Promotions: Tesco Company also channelizes promotions with the support of different
marketing tactics like social media, search engine, internet and other key marketing strategies.
Marketing team of Tesco Company involve different strategies like digital marketing strategy,
social media marketing strategy, radio and television marketing, search engine optimisation,
holdings and other key strategies (Sudari And et.al., 2019). Company’s promotional campaigns
have allowed improving the brand image of company all across the globe even at such locations
where company do not currently involve in business operations.
People: Tesco Company also offers its products for all class and category of people. Product
portfolio of company offers wide range of products to all cast, gender, and economic background
people (Efanny and et.al.,2018). Company covers all sex weather it is man or women or children,
age group people, religion and other social element. Wide range of products of company allows
it to meet the need of different people’s part of society.
Process: Marketing team of Tesco Company also follow the precise process to implement its
marketing strategies. Company conduct research, make planning, conserve tool, segmentation,
targeting and positioning and other strategies to conduct the marketing campaign of company.
Physical evidence: Tesco Company follows the policy of keeping the customers on a priority
basis. This allows company to achieve the trusts of its customers. Company has a policy to be
loyal with its customers.
Task 3
Strategic marketing plan
Mission
 To achieve 25% hike in company's sales turnover.
Vision
 To improve the value of company’s brand.
 To improve market presence of company’s products.
 To improve the level of customer satisfaction and trust.

Objectives
Marketing campaign of company is based on SMART Objectives. SMART Objectives
provides specific direction to company's marketing campaign.
Specific: Company's marketing plan is specific in nature. This will focus over the digital
marketing campaign of Marks and Spencer Company. Aim behind the marketing campaign is
specific in nature which target to achieve the sales hike of 25%.
Measurable: The aim of the marketing plan is to receive a sales hike of approximately 25%.
Sales growth of company can be measures in statistical form. Growth rate of company can
measure accurately which allows marketing team to monitor the total success and failure of
marketing campaign.
Achievable: Marks and Spencer Company is aiming to receive a sales hike of 25% with the
support of its digital marketing plan (Bakopoulos, Baronello and Briggs, 2017). The objectives
of the company behind the marketing plan to achieve the sales growth around 25% has been
achieved in previous years as well. This objective is achievable for company with the support of
this marketing plan.
Realistic: The objective to achieve the sales growth of 25% is realistic in nature. Company can
achieve this sales hike with the support of marketing campaign. In recent years digital channels
has taken over all marketing activities in business environment. In retail sector all potential
customers channelise digital tools to book different retail products.
Time frame: Company has set a time frame of 1 year to achieve this objective.
SWOT Analysis
SWOT Analysis is a descriptive tool involve strengths, weaknesses, opportunity and
threat of company.
Strength:
 Huge resources of Marks and Spencer Company.
 Experienced professional in marketing team.
 Brand value of company.
 Huge customer loyalty.
 Aggressive presence over digital channels.
Weakness:
 In recent time incidents like COVID 19 have reduced product demand.

 Changing trends of market.
 The campaign will run for next one year only.
Opportunities:
 To improve growth.
 To enhance sales of company.
 To improve the brand value of company in market.
Threat:
 Competition in market.
 Data hacking threat.
Marketing mix
Product: Company will project all its products such as clothing, food products and all other
product segments company currently dealing in its marketing campaign.
Price: Price range for all products will be affordable in nature.
Place: Company will drive this marketing campaign at all business locations of company.
Promotion: Promotion will be conducted with the support of all different strategies like social
media and other strategies.
People: Products of company will target to ager group peoples, to all income background
peoples in society and also all religious basis segregation of peoples will be covered.
Process: Company follow the precise process such as market research, product research, STP,
strategy formation, control and evaluation and other such related process to conduct the market
campaign.
Physical evidence: The company ensure the proper quality products to all ikts customesr.
Physical evidence is ensure by the company management.
Marketing strategies
Company is following the strategies in this marketing such as social media marketing,
search engine optimisation, radio and television marketing and email marketing.
Social media marketing: Marketing team of Marks and Spencer Company has shoot its
promotional video to channelise brand promotion over digital social media platforms like
Facebook, Instagram and other platforms. This is an important strategic tool company will use
in its marketing campaign for next one year. This strategy will attract all the potential customers
of company active over all such social media networks.

Search engine optimisation: Marketing team of Marks and Spencer Company has planned
search engine optimisation for this market campaign. This strategy will attract the purchase
decision making of customers over internet (Dinis, Breda and Barreiro, 2020). In this strategy
company will influence the internet searches in such a way that marketers of company will be
able to attract customers. Company will also influence the ratting of the different brands it is a
part of to attract the purchasing decisions of customers.
Radio and television marketing: Marketing team of Marks and Spencer will also channelise
its promotional videos over different radio and TV channels. This will allows company to
engage with majority of customer base. This is an old concept to promote company's products.
Email marketing: Company will give attractive offers to customers in this strategy over
emails.
STP Strategies
Segmentation: Company will follow the behavioural segmentation strategy for the marketing
plan. This will allow company to address all potential customers for this campaign.
Targeting: Company will target all its customers with the support of different marketing
strategies. Company will give attractive offers to attract customers.
Positioning: Company will position its products with the support of digital channels and offline
mode at all stores of company.
Evaluation and control
Monitoring and control is all about analysing and assessing the outcome of themarketing
campaign. Company will use analytical tool call google analytics to assess the impact of all the
strategies company is channelising under digital marketing campaign (Aceves-Martins and
et.al., 2016). Marke4ting team will also monitor the campaign with the support of number of
views over its promotional videos. Sales of the company will also closely noticed to address the
impact of marketing over sales.
Budget
Marks and Spencer Company has set the budget worth £ 500000 Pound for the
marketing campaign. The budget will cover the cost of strategies implementsation worth £
200000 pound, research worth £ 100000 STP Analysis worth £ 50000 and the controlling the
campaign cost £ 150000.
Time frame

Time frame for the marketing campaign is set as one year.
CONCLUSION
This report has demonstrated different aspects related to marketing of company. Role of
marketing department is to run engaging marketing campaigns that can support company's sales
and growth targets. Marketing department also play a huge role conducting research related to
market and changing trends in market. Marketing mix elements like product, price, place
promotion and other key tools also play a huge role for the company in framing an effective
marketing plan. Company can channelises strategies like radio marketing, television marketing,
search engine optimisation and other effective marketing strategies to gain a success in market.
Controlling and monitoring of marketing campaigns can be conducted with the support of google
analytics and numbers of views over promotional videos.

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