This report provides a comprehensive marketing analysis of Marks & Spencer (M&S), a British multinational retailer. It begins with an introduction to marketing and its core concepts, followed by a detailed marketing audit of M&S. The audit includes a SWOT analysis, identifying the company's strengths (brand image, large store network), weaknesses (customer satisfaction, supply chain scalability), opportunities (investment in new markets, online marketing), and threats (competition, changing fashion trends). A PESTEL analysis examines the political, economic, social, technological, environmental, and legal factors impacting M&S. The report further explores market segmentation, including demographic, geographic, psychographic, and behavioral segmentation, with a focus on how M&S segments its market based on income and age. The report concludes with an overview of the Ansoff Matrix, discussing market penetration, product development, market development, and diversification strategies applicable to M&S. This assignment offers valuable insights into M&S's marketing strategies and provides a framework for understanding the company's market position and future opportunities. The report utilizes various sources such as academic journals and books to support its analysis and findings.