M&S Marketing Report: Analysis of Roles, Mix, and Zara Comparison

This report provides a detailed analysis of the marketing strategies employed by Marks & Spencer (M&S), a major British multinational retailer. The report is divided into three parts. The first part explores the role of marketing within M&S and its interrelation with other functional units, such as finance and human resources. The second part compares M&S's marketing strategies with those of its main competitor, Zara, using the marketing mix (7Ps) model. This includes a comparison of product offerings, pricing strategies, promotional activities, and distribution channels. The report highlights the similarities and differences in their approaches to achieve business objectives. Finally, the report concludes with the development of a basic marketing plan for M&S, incorporating the insights gained from the analysis and comparison.

Marketing Essentials
Marks & Spencer
[Writer]
[Institute]
[Date]

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1. Introduction to Report
This report is for Marks & Spencer Plc (M&S), a giant British multinational retailer
headquartered in Westminster, London. Established in 1884 by Michael Marks and Thomas
Spencer in Leeds UK, M&S is a strategic focused clothing and fashion, thus pay strong attention
to sell of clothing, home products and luxury food products. Besides, the giant retailer also trades
in a variety of areas including loans, credit cards, insurances and other Bank Technologies. There
are three parts of this report. In the first part, the marketing role will be explored along with how
it interrelates with M&S’s other functional units/departments. After that in the second part, ways
will be explored and compared through M&S and its major competitor Zara, a Spanish giant
retailer of the fast fashion (clothing and accessories) domain. For this, marketing mix model will
be used. At last, a basic marketing will be developed for M&S.
2. PART 1
2.1. Explain the role of marketing and how it interrelates with other functional units of M&S.
Roles & Responsibilities of M&S Marketing Functions
M&S carries out some major marketing functions while fulfilling its basic roles and
responsibilities as in the following:
Effective Managing Method
The marketing purposes of M&S have a main role, that is, to lead the business to effectively
carry out their functions related to supervision. In doing so, all the every accomplishments are
supported by them, whether it is the stage of collection of raw materials or the stage of product
delivery as per the customers’ requirements, by assuring appropriate and due managing support.
(Potts and Ankrah, 2014)
Making Sure Customer Satisfaction
Making sure customer satisfaction is the focus of M&S, and for this the management focuses
strictly on obtaining correct information related to choice of the customer, as well as their
manners and observations, so that their preferred products can be delivered within short time
span. By using a variety of methods, this process is done by gaining the customers’ opinions and

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thus they are able to facilitate them by delivering the products as per their needs and wants. This
is the simple way M&S satisfies their customers and expand the clientele base everyday (Bourne
and Bourne, 2012).
Observing the Standards
Compared to competitors, such as Zara and others, M&S’s management does all hard
endeavours to satisfy their customers by offering the best and unique quality products. For this,
they use quality assets from the suppliers. This way they are able to pay strict attention to the
aspect of value of the customers as they earn their loyalty, as well as their suppliers as they are
able to achieve their credibility. (Mellahi, Morrell and Wood, 2010)
Business organisations have to define their vision and/or mission statement in which they define
the business purpose. Through vision and mission statements, successful leaders clearly
communicate the organisation’s strategic direction and business intentions to their stakeholders.
As an instance, the mission statement of M&S is “To make aspirational quality accessible to all”
(Burns, 2012, p.223), and its objectives are to gain trust by providing customers with superior
quality products and services that value their money, and they also want to be innovative in the
industry.
Role of Marketing and Its Interrelation with Other Functional Units of M&S
M&S has a flat organisational structure, and this kind of structure has restricted levels of the
management between administrative level and front line workers. Each organisational division is
adjusted by the each department of the company. On the basis organisational structure, various
functions of the business such as human resource, finance, marketing and sales are tuned. For
achieving the organisational mission and objectives, M&S pays strong attention to some
exclusive functional areas, including sales and marketing, HR, and administration and IT support
working in a collaborative manner. By focusing on these main functions, M&S has become one
of the giant retailers of goods and the company’s overall growth strong relies upon these major
functions (M&S, 2017).The M&S marketing functions are an integral part of organisation and
for this very reason other organisation’s departments and functional units are strongly linked
with one another. These marketing functions are very important because they need support by
other operational departments as well to perform in efficient and effective manners. If an

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organisation needs to devise and enact a marketing plan, then it requires proper assistance given
by the departments of HR, sales and production. Moreover, if the marketing team of M&S
wishes to facilitate customers by offering a discount package, then the marketing department
needs to contact and communicate with finance department. Finance department need to provide
sufficient budget. HR department is responsible for staff training, recruit the people,
development demand, forecasting, customers feed backs analysis, etc. Beside this, sale
department of M&S also facilitates in introducing the products to potential customers. Thus, the
marketing functions of M&S work separately but with one common aim of increasing the
profitability level.
Using Marketing Mix Model
The concept of a marketing mix was coined in the 1950s by Neil Borden and included a list of 12
variables that marketing managers should pay attention to as a guide to improve their decisions.
If the purpose of a company is to meet certain objectives, following a strategy defined in the
strategic plan, the marketing mix is to help achieve these objectives. The marketing mix is a set
of interrelated tools that through controlled management exploits and develops competitive
advantages with respect to the competition.

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Product: M&S fulfils the market needs and demands by providing customers with a wide variety
of quality fashion clothing and accessories, home products and luxury food at competitive price.
(Stokes and Lomax, 2008; Hallbauer, 2008; Jefkins, 2012)
Price: Price of M&S’s products is based on the aspect of cost, and this is cheap, affordable and
competitive (Stokes and Lomax, 2008; Hallbauer, 2008; Jefkins, 2012).
Place: Focus of M&S’s strategy is on eminent high streets and mega markets where its physical
outlets/stores have been established by the brand. The company has also an official website

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designed for customers preferring online shopping experience. This website is an e-commerce
strategy of the company through which customers can purchase a large variety of products and
services. (Stokes and Lomax, 2008; Hallbauer, 2008; Jefkins, 2012)
Promotion: Importance of promotion is much more for M&S, and thus the company focuses on
online and off-line promotional advertising of products as well as on the approach of direct
marketing (Stokes and Lomax, 2008; Hallbauer, 2008; Jefkins, 2012).
How Roles & Responsibilities of Marketing Relate to M&S?
It is important for M&S to concentrate more on some key roles and responsibilities stated below:
Effectiveness and Efficiency
Marketing is a set of some key tasks, processes and activities. These tasks and activities help in
accomplishing business goals. Thus, such tasks, processes and activities will enable any
organisation to make sure effectiveness and efficiency of the organisation (Tracy, 2014). Thus,
every task, process and activity should be effective so that the best performance and productivity
can be ensured.
Customer Satisfaction
Through process of the effective marketing, customers are enabled to avail their preferred goods
to fulfil their needs (Boone and Kurtz, 2015). M&S, by means of an effective and focussed
marketing process, can become successful in earning satisfaction of the customers.
Competitive Advantage
Competitive advantage is important to any business organisation because it points out
exceptional features of a business over the market competitors (Porter, 2014). Marketing
conducted by M&S for its products and services has been successful as competitive edge has
been achieved by them by satisfying customers through unique quality product offerings
(Hallbauer, 2008; Jefkins, 2012).
Thus, organisation like M&S is led by the roles and responsibilities to the more across-the-board
context and it colligates with its all functions, both external and internal. Of M&S, internal

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functions are research and development (R&D), finance, purchase/procurements and
manufacture, and external functions comprise management of customers (both existing and
potential), competing in the industry, establishing relationship with rivals, managing suppliers,
and establishing good working relationship with intermediaries in order to get support from them
to strengthen the marketing process (Scott and Walker, 2016).
3. PART 2
3.1. Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives.
Both M&S and Zara have done well and captured the large market share by applying advertising
as promotional and marketing method. When 2008 started, both superiors were big giants of the
global industry but both were affected very badly because of global financial crisis and
economies ruin. The manageability has been found as the best promotional method adopted by
M&S through which the company has ensured highly productive business in past (Chow et al.,
2017). As far as Zara is concerned, showcasing method is used by them through which a large
variety (ten thousand single things) they annually add to their outlets (Tungate, 2014). Both
giants have been operating with their highly effective product promotion system and thus both
are amazingly outstanding in the market and highly well-admired fashion/clothing brands,
especially among young generation.
Now, this report will close look at some key information related to difference sand similarities
between methods of marketing applied by both giants, M&S and Zara.
Marketing Mix Method Used by M&S and Zara
M&S: Marketing Mix Method
Product: M&S deals in most popular fashion clothing products and accessories and targets all
consumer segments, including men, women and children. Indeed, the giant facilitates their target
markets by giving them an extensive range of products and scope and influence their choice.
Besides fashion and style products, M&S also facilitate customers by providing them with other
products, which are home appliances, watches, shoes, cosmetics and so on. M&S is a worldwide

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company and is recognised amongst their target markets for providing the excellent quality
products for all. (Tungate, 2014)
Place: Across the world, M&S has been running nearly 25,000 physical outlets. The locations of
all outlets are the mainstream high streets in all markets where numerous brands are located and
target people living in urban areas. Besides physical stores, M&S has also an e-commerce
website through which they serve those preferring online shopping experience. (Hallbauer, 2008;
Jefkins, 2012)
Price: M&S is also a preferred brand for people across the world for not only their excellent and
unique products’ quality, but also for affordable yet competitive price (Jefkins, 2012).
Promotion: The plugs of M&S are one of the potential promotional approach through which the
company is able to get a thrill on their products, especially the fashion products. M&S has also a
strong presence on mainstream social media networks, including Facebook, Twitter, and
Instagram, through which M&S targets youth by good interpersonal online interaction. (Boone
and Kurtz, 2015)
Physical Evidence: M&S’s physical evidence element is their physical outlets operating globally
as well as their visibility.
People: M&S has a talent pool (competent human resources) and has been operating with them
for almost a century. This talent pool can be found on floors of all stores, and they really prompt
customers visiting stores on their needs/wants at any point. All the employees have strong
knowledge base regarding what the store offerings are along with a strong sense of all fashion
trends. (Boone and Kurtz, 2015)
Process: All the interconnected tasks and systems implemented assists in achieving the
marketing objectives, and for M&S, inclination of the retailer’s entire process has been with their
fashion products.
Zara: Marketing Mix Method

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Product: Globally, Zara is also a highly recognised brand for youth. Zara offers exceptional
nature of products and thus the giant has the ability to respond to the changing needs of
customers immediately by offering exclusive fashion garments. (Tungate, 2014)
Price: Typically, products offered by Zara are expensive as it follows a premium pricing
strategy. Some stores run by Zara might be expensive whereas others are much affordable for
customers. (Tungate, 2014)
Promotion: Zara’s investment in products’ marketing is almost zero. Instead, they prefer
investment for establishing new stores (Özlen and Handukic, 2013). Differentiation, exclusivity,
affordability and experience are some key marketing strategies used by Zara.
Place: Due to vertically integrated retail nature, Zara is a highly recognised brand, and it means
that Zara does not outsource and instead they do all things itself, whether it is design,
manufacturing, or distribution of products.
Physical Evidence: Physical evidence of Zara is the average sized stores established in urban
centres of the markets.
People: Zara has been operating in the industry with very caring labour as the company trains
them for not to create inconvenience for customers by soliciting. As in the M&S case, employees
of Zara have strong knowledge base about current trends of fashion.
Process: At stores, employees get feedback/requests from their customers while visiting and then
submit a report to store management. Such a report is then delivered to the department of design
and merchandise so that new products can be designed as per the feedback.
4. PART 3
4.1. Develop and Evaluate a Basic Marketing Plan
Evaluation of Marketing Plan for M&S
It is the marketing plan for M&S regarding the proper administration of its e-commerce website.
Thus, the new product offering will be based on this project. For this plan, the basic marketing
goal is improvement of e-commerce website of the retailer and this is why the customers can feel
convenience when they come to site and buy their desired products from anywhere else and at

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any time. Hence, the marketing objective of this plan is to target those who cannot shop by
physically from stores due to any reason.
Marketing Objectives
The objectives are:
To satisfy online customers by making sure the availability of everything in M&S’s online store,
and in doing so, the products chosen by a customer will immediately be dispatched.
Product Objectives
Product objectives are:
 To provide such fashion products which are desirable and fit the customers;
 To serve customers by offer exclusive fashion garments and accessories;
 All textures, styles and designs used will absolutely be original and unique.
Strategic Marketing Plan
Products and Services
The target markets of M&S believe that a good and welcoming customer service is very crucial
part of their online shopping experience. It is also a fact that customer service of any business
organisation, especially an e-commerce business, can be very costly if it is operated via
employees. In this area, M&S should consider employee costs by keeping it low as much as
possible while adding the customer service value. This can be done through implementation of a
customer loyalty programme by M&S. In this programme, consumer cards, deals related to point
earning and tiers should be involved.
Once the customer has made a profile on the website, M&S’s customer service representative
will ask him/her to give basic demographic information and to take quizzes with simple style.
The consumer will be able to use past information available associated with purchasing.
Price

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As the customers of M&S are already aware of that the company offers high quality products at
affordable price, this is the perfect blend and superior to customers’ needs and preferences as
well as for proposition of the competitors like Zara.
M&S can also encourage consumers to shop more. The company can do this easily through the
loyalty programme as four tiers associated with consumer’s spending habits will be involved in
such a programme. By reaching the top level tier, a customer will be able to get a new card and
such a card will directly point out their M&S status. The customers should move tiers and to
ascertain this, role of the management will be to conduct a re-evaluation to determine the tier of
such a consumer by taking six month periods into consideration. Once the spending level has
been met, role of management will then to hold this spending habit to remain there.
Promotion
Customers can easily be engaged by creating a new page on e-commerce website. M&S should
go with this approach and make a page with the title “Community Forum”. The actual purpose of
this page will be integrated mainstream social media websites, including Facebook, Twitter and
Instagram, into the M&S’s e-commerce site. This page will initially be promoted on M&S’s
official social media platforms and on the official blog. Besides, the company will then need to
create an open forum for people so that they can interact with others on the company’s products.
Place and Process
At least six months will be required for the overall marketing campaign for e-commerce website.
The strategic approaches and methods enforced in this marketing campaign have the potential to
stay put lifelong fixtures in M&S’s coming marketing programmes.
Physical Evidence
As mentioned earlier, M&S will create a Community Forum page in its e-commerce website, and
though this approach the company can integrate it with mainstream social media platforms.
People

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Although M&S has already operating with the talent pool of the industry, it will need to hire
some more competent employees who have the strong knowledge base how to run a successful
social media marketing campaign.
Budget Plan
Tasks Budget
Website Planning -
Website design
improvement
£1000
Website maintenance £800
Website content £5000
Annual Maintenance and
Security
£100
Total £7,800
At first, a well-coordinated plan will be formulated, in which a variety of elements should be
considered, such website design patterns, competency, public relations, server configuration and
sales. After that, website design improvement will be taken into consideration by modifying its
home page that should be attractive, easy to comprehend, and fast loading. When improving the
site’s design, certain categories of rules or guidelines will be followed, including stickiness and
traffic generation, the content, search engines, performance, ease of use aspect and content
visibility.
The establishment, management, and maintenance of a website will need a major investment in
terms of money, time and human resources. The best approach will be to start with the basics,
including improvement of site’s design for ease of modification, avoiding sloppy formatting,
many and unwarranted image maps, and extra links on every page, and so on.
Update website content will include the key aspects, including maintenance of the news
columns, website news section as portal of the customer to comprehend company’s products, the