Marketing Essentials Assignment: M&S Marketing Plan and Analysis

This report analyzes the marketing strategies of Marks and Spencer, a British global retailer. It begins with an introduction to marketing concepts, processes, and the roles and responsibilities of a marketing manager at M&S. The report then evaluates key marketing elements and their interrelationships with other departments within the company. Activity 2 focuses on the marketing mix, comparing M&S's approach to those of McDonald's and Starbucks. Finally, the report concludes with the proposal of a detailed marketing plan and an evaluation checklist, demonstrating the plan's effectiveness. The assignment covers strategic marketing analysis, marketing mix planning, and implementation processes, highlighting the importance of research, strategy, and tactics in achieving marketing objectives. The report emphasizes the interconnectedness of marketing functions with other departments, such as Human Resources, Finance, and IT, within Marks and Spencer.

Assignment Name: Marketing Essentials
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Contents
Introduction...............................................................................................................................................3
Activity 1: The concept of marketing and its manner of significance in the organization...................4
1.1) Introduction and overview of the different marketing processes...............................................4
1.2) Role and responsibilities performed by Marks and Spencer......................................................5
1.3) Evaluating and representing key marketing elements of functions and their interrelationship
with other departments.........................................................................................................................6
Activity 2: Marketing Mix........................................................................................................................9
A depiction of how Marks and Spencer use the marketing mix and processes in comparison to
other companies with goals and objectives.........................................................................................9
Activity 3: Marketing Plan and Evaluation Checklist..........................................................................13
Proposing a marketing plan................................................................................................................13
References............................................................................................................................................21

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Introduction
Marketing is the process by which a company tries to address the needs of the consumers or
prospects with a chance of profit. This assignment has been prepared from the perspective of a
marketing manager at Marks and Spencer. Marks and Spencer is a British origin global retailer
founded in 1884. It has operation in 57 countries (About Us, 2020). The first portion describes
the responsibilities and functions along with an assessment of the key functions at Marks and
Spencer. The latter portion deals with the marketing mix elements of the retail giant and their
comparison with McDonald's and Starbucks. The report concluded with a detailed marketing
plan. It should be stated that the proposed marketing plan is very effective as it scored
satisfactory in the marketing evaluation checklist.

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Activity 1: The concept of marketing and its manner of significance
in the organization
1.1) Introduction and overview of the different marketing processes
Marketing is like the eye of a business in today’s business context. Marketing is processed by
which value is created for customers and then the value is communicated and achieving value in
return from customers and maintain and forming long term relationship with customers (Kotler,
Armstrong, Harris and He, 2013). More elaborately, it can be said that marketing is the
collection of organizations, procedures that are used to form, articulate, deliver and transact
valuable products or service offerings to the prospects, partners and society (What is Marketing?
— The Definition of Marketing — AMA, 2020). There are various types of processes in the
organization. Some of them can be:
1) Strategic Marketing Analysis Process: This process is a systematic procedure to cope
with the competitive condition of the business world (Dawson, 2015). This process helps
the company to identify and analyze the current competitive condition of the market.
Moreover, this process helps companies to develop a marketing program or strategy that
will serve best to fit and withstand the marketing challenges. Strategic marketing analysis
process includes the task of segmenting, targeting and positioning to cope with the
changing marketing condition.
2) Marketing Mix Planning Process: Marketing mix planning process is the combination
of four elements used to capture the attraction of customers by offering them (Kotler and
Keller, 2020). Marketing mix planning process outlines the controllable elements of
products, price, place and promotion and their decision and planning about how to offer
to customers and what type of modification should be made. ‘Products’ implies any type
of tangible or intangible thing that is being offered to prospects in the market. The term
products include both tangible and intangible things. The second marketing mix element
is the ‘Price’ that means the exchange rate or the stakes that are transacted for offering a
product or service. ‘Place’ is the process of making the offering available to the final
customers. And at last, ‘Promotion’ is the process of making customers aware of the
offering of the company and making an urgency in buying those offerings (Weigold and

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Arens, 2018). Marketing mix planning process outlines the thinking and visioning of
these elements.
3) Marketing Implementation Process: This is the process where all the marketing
measures or strategies are tried to implement to capture the final customers (Kotler,
Armstrong, Harris and He, 2013). As there is various type of measures and strategies
related to the process, the marketing department here tries to integrate all the measures to
create harmony.
4) Marketing Control Process: This is the process through which the effectiveness of
marketing endeavour is calculated and assessed. This process helps the marketing
department to identify the progress of the marketing strategy. At once, it also helps to
identify the discrepancy related to the marketing strategies (Jobber and Chadwick, 2012).
In the end, this process helps the marketing department to develop a new or developed
mode of marketing programmes.
1.2) Role and responsibilities performed by Marks and Spencer
The marketing functions undertaken by Marks and Spencer induce stipulated roles and
responsibilities. Some of the roles and responsibilities are:
1) Identifying need: Needs are the condition of feeling deprived of any product or service
(Weigold and Arens, 2018). Needs are the core element of marketing and it is true for
Marks and Spencer also. The marketing department of Marks and Spencer have a
stipulated cell that conducts various activities to identify the needs of its valuable
customers. The need identifications are done through customer survey both in online and
offline. Sometimes, the marketing department also consults with other research agencies
like AC Nielson to sense the needs of the customers (Marks & Spencer Plc | Market
Research Report | Euromonitor, 2020).
2) Analyzing market trends: Market trends are an important determinant of the customers’
preferences about a product or service offering. And it is one of the major responsibilities
performed by the marketing department at Marks and Spencer. They try to conduct
various activities to sense market trends. Besides their marketing audit team also tries to
outline the future direction of the marketing activity (Leadership, 2020). So, this
responsibility is very important to them.

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3) Innovation: Innovation is the process of adding value to an existing product or service
offering (Li, Wei, McKiernan and Foo, 2015). Innovation can also be brought about in
the field of marketing. As marketing context is ever-changing, the marketing department
must ensure the culture of innovativeness in the organization. The marketing department
at Marks and Spencer also tries to ensure the innovation culture as much as they can. To
ensure innovative practice, the marketing department tries to recruit innovative personnel
every year. Moreover, the marketing department also tries to motivate the employees to
be more innovative.
4) Communication with stakeholders: Stakeholders are the parties who have stakes in the
operation of the business (BRESSINGTON and PETTITT, 2012). They are parties who
will be affected by business decisions and strategies. So, they demand the updated
information from the business of any kind. So, it is one of the most important tasks of the
marketing department to communicate with the various types of stakeholders. The
marketing department of Marks and Spencer also tries to observe this role. They every
year, develop a statement that outlines their activity over the years (Stanley, 2013).
Moreover, they also articulate any significant change to the stakeholders so that they get
content with the operation.
5) Outlining marketing strategies: Strategies are the means to achieve any specific
business objective in the market (Hill and Jones, 2012). An accurate and well-planned
strategy helps companies to succeed in the business operation. So, it is a crucial
responsibility of the marketing department. The marketing department of Marks and
Spencer also tries to outline a strategy so that it can achieve the business and marketing
objective. Their disposing of this responsibility helps them to withstand the marketing
competitiveness and gain benefit from the competition. The strategy also helps Marks
and Spencer to capture customers.
1.3) Evaluating and representing key marketing elements of functions and their
interrelationship with other departments
Marketing functions are important for earning an organizational goal and maintaining marketing
planning. Some of the elements that maintain the essence of marketing functions are in the
following:

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1) Research: Research is the process of undermining the insight of the customers as well as
the latest trend of the industry (Sontakki, 2010). Research helps to get valuable and
unique information to the organization. The marketing department plans and executes
various marketing activities based on this research work. Moreover, this research also
provides a suggestion to the organization about what to do in future to cope with the
changing environment. Although there is a separate Research and Development
department at Marks and Spencer, the marketing department also conduct some sorts of
research work to sense the prospects (Marks & Spencer aims for ‘&more’, 2015). Based
on the research, they adorn their product assortment and it has been very much acceptable
to customers.
2) Strategy: Strategy helps businesses to achieve any goal (Hill and Jones, 2012). The
strategy provides a direction about how marketing functions should be conducted to
acquire a business success. The strategy adopted by Marks and Spencer has an important
contribution to their business progress. Their ‘Competitive Pricing Strategy’ has enabled
them to adapt their price level according to market condition. Due to this kind of effective
strategy, they have been successful in both of their operations at home and abroad.
3) Planning: Planning is the blueprint about what a business wants to do in future (Wilson
and McDonald, 2011). It is the essence of marketing functions. Marks and Spencer
outline various types of planning on a yearly and regular basis (Stanley, 2013). Generally,
the higher management outlines central planning and other departments also develop
individual planning to match with the central planning. All the marketing endeavour
undertaken by the marketing departments are influenced by the planning. Their planning
has been so accurate that helps them achieving success in the supermarket industry.
4) Tactics: A stipulated set of actions to acquire the objective is known as tactics (Sontakki,
2010). Tactics help an organization to make the planning into reality. For example, to
formulate the marketing planning of expansion, Marks and Spencer have adopted
‘Competitive Pricing Tactics’ (Marks & Spencer aims for ‘&more’, 2015). Not only that
they also have adopted a large assortment of product tactics so that customer attrition can
be minimized. Thus, it has been effective in performing its marketing functions.
The core elements undertaken with the marketing functions correlate with other functional
departments existed at Marks and Spencer. Conducting marketing research requires a lot of

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workforces as well as monetary expenditure. To use the human elements, the Human Resource
Department helps them. Marks and Spencer expend around £88.9 million in marketing (Vizard,
2020). This expenditure is possible only if the finance department has granted the budget. To
develop a plan, there is an intense need for customer information. And this can be easily
available with the kind co-operation of the Information Technology department that carefully
collects and preserve this bulk amount of information.
So, it can be said without any further doubt, there is a close relationship between marketing
functions and other functional departments at Marks and Spencer.

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Activity 2: Marketing Mix
A depiction of how Marks and Spencer use the marketing mix and processes in
comparison to other companies with goals and objectives
The marketing mix is the conglomeration of some controllable elements to provide offer the
customers more improved offering experience (Kotler and Keller, 2020). Every company that
operates in the business world tries to utilize the elements of the marketing mix as much as they
can. The marketing mix elements can be further modified and improved if it is compared with
other giant businesses. The marketing mix elements of Marks and Spencer in comparison to
McDonald's and Starbucks is expressed in the following:
1) Products: Some organizations focus only on the quality of the products while others may
emphasize on the assortment of products (Kottler and Keller, 2020). In terms of this
element, Marks and Spencer follow a deep assortment of products in their offerings. They
generally conduct their business focusing on apparel, furniture, foods and some other
types of products (M&S Brands | M&S, 2020). They believe in the large assortment of
product offerings. So, their product variety is comparatively low but have a higher
assortment. Moreover, they follow the product development strategy. That's why their
products are of superior quality in comparison to their competitors.
McDonald's also focus on the deep assortment of products. But their assortment is not as
deep as that of Marks and Spencer. However, their offerings range a limited variety in
burgers, sandwich and deserts (Does McDonald's have too many items on the menu? -
Marketplace, 2020). But they try to ensure the standard quality of the products that are
available in their shops.
On the other hand, Starbucks tries to offer its products to its customers using the deep
assortment. In their stores, there is the availability of each possible types of coffee
(Starbucks Now Sells 255 Different Menu Items, 2020). This may include simple
Cappuccino to Espresso and others. At the same time, they also believe in product
development to maintain and develop the quality of their offerings. As a result, the finest
cup of coffees is served there.
2) Price: Generally, Marks and Spencer generally follow the competitive pricing strategy to
offer their products or services to customers. Competitive pricing strategy is a pricing

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method emphasizes on the determination of price based on competitors moves in the
market (GROUCUTT and HOPKINS, 2015). It operates in 57 countries in the world.
Each of the areas it tries to adapt its pricing level according to the market condition and
also tries to maintain harmony with the core pricing strategy (Key Facts, 2020). Moreover,
they follow a dynamic pricing strategy. It helps them to sell off their offerings in the
offseason and attracting middle-class customers.
McDonald's generally uses a Value-Based Pricing strategy in their marketing mix (Idrus,
2018). Their prices of product offerings vary in response to market condition. As a result,
their signature cuisine, BigMac is offered as $5.04 whereas, in the United Kingdom, it
costs around $3.94 (Here's how much a Big Mac costs in 21 countries around the world,
2020).
Starbucks generally adopts ‘Premium Pricing Strategy’ meaning they sell off their
products higher than the competitors. This has earned them a clear distinction in the
market and provided them with a competitive advantage. For example, a single espresso
at Starbucks cost around £1.40 wherein its closest competitor, Caffe Nero charges £1.25
(Price and Prices, 2020).
3) Place: They use both ‘Direct Distribution’ and ‘Indirect Distribution System’ to make
their products available to customers. For the direct distribution, they have open up
online stores wherein anyone can purchase the merchandise of his/her choice by simply
clicking at any time. this type of distribution provides click and feel facility. But to the
customers who want to enjoy touch and feel facility, Marks and Spencer have stores in 57
countries numbering to 1,463 (Key Facts, 2020). Adopting this type of tactics has earned
them accessibility to customers.
To utilize the element of distribution, McDonald's use ‘Intensive Distribution Tactics’.
They try to offer their products to customers as many as they can. So, they sell both their
products either by ‘Mac delivery’ or by their physical outlets numbering 38,695 in 120
countries (McDonald's: number of restaurants worldwide | Statista, 2020).
To make its service available, Starbucks uses ‘Exclusive Distribution tactics’. Previously,
most of their stores were managed centrally. But now they have turned into some sort of
licensing and franchising. At present, they have covered around 31,256 locations

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worldwide (Starbucks: international and U.S. stores 2019 | Statista, 2020). Thus their
offering is also quite accessible.
4) Promotion: Promotion is the process of making people aware of the products or service
offerings of a company (Dawson, 2015). Their promotion endeavour ranges from
traditional advertising to online advertising, personal selling, digital marketing and so on.
Due to the advancement of technology, now they try to promote their products more on
social media like Facebook, Instagram, Linkedin and so on. They expend a significant
portion of budget amounting to £88.9 million yearly which is 26.8% of the budget
(Vizard, 2020).
McDonald's use ‘Bundle Pricing Tactics’ to gain consumers. For example, their loyalty
campaign offers customers the opportunity to have a free meal after a certain time of
purchasing. They invested around $476.8 million in advertising of which $85.8 is only
for digital advertising which has helped them to promote their products very effectively
(McDonald's: ad spend 2019 | Statista, 2020).
Starbucks uses the conglomeration of promotional tools to make its customers attracted
and attached to its offerings. They use personal selling, digital marketing and even
traditional advertising like billboard or newspaper to attract all types of customers. So,
their tactics have also been effective for their success (L, 2019).
5) People: It refers to the workforce within an organization (Marketing Qualifications,
Training and Membership | CIM, 2020). To make the shopping experience better, Marks
and Spencer have a skilled pool of workforce numbering to 80,000 people worldwide
(Key Facts, 2020). Although many retailers are transforming towards automatics stores,
Marks and Spencer have retained their human resources to solve them on-site confusion
and problems of each customer. Although it may result in an excess portion of
expenditure, it helps them to retain their customers and improved market share.
To make the store experience more standard, McDonald's have around 2,05,000
employees who are very much cautious to the distinct need of each customer
(McDonald's: Number of Employees 2006-2019 | MCD, 2020). But this number is quite
lower in comparison to their sheer number of stores.
Starbucks always tries to offer its customers the finest experience with the coffee. So,
they have trained up their workforce to ensure this objective. They have a total number of

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2,91,000 employees of them all are very much dedicated to customer needs (Starbucks
number of employees, 2020). So, these tactics are also laudable to them.
6) Process: Marks and Spencer use both the online and offline tactics to make their offering
more improved to customers (About Us, 2020). As a result, any type of customer
complexity regarding complaints or feedback is easily solved. Doing so has made their
customer service process more improved and earned them the leading retailer in the
world.
Being a food-related business, McDonald's tries to ensure transparency for more
customer loyalty and satisfaction. In all of their outlets, there is an arrangement where
any customer can see the full process of manufacturing their offerings (About Us:
McDonald’s Facts and Story | McDonald’s, 2020). Moreover, their service process is
available both online and offline. Thus, it helps them to attain customer satisfaction.
Starbucks mixes several processes to ensure the best customer experience. Their process
is also based on online and offline to ensure maximum satisfaction (L, 2019). As a result,
their process element is said to be effective.
7) Physical evidence: Physical evidence or direct store experience is an important
determinant of customer satisfaction (Hill and Jones, 2012). To make the physical
evidence more standard, Marks and Spencer use the innovative tactic. They try to
introduce their products with distinct colour so that it can be easily distinguished in the
store. Moreover, their physical stores have different sections for different types of
products shelves.
McDonald's tries to offer its products with the best experience. To maintain hygiene, they
focus on the training of the workforce (Vizard, 2020). Moreover, they have designed their
stores in a way so that customers can enjoy comfort.
Starbucks also focus on hygiene. Moreover, they have outlined their store layout in a way
so that every customer can enjoy a homely feeling. Thus, their offering is not only limited
to products but also an experience for a lifetime (L, 2019).
The above marketing mix tactics can induce Marks and Spencer to adopt some objectives which
can be:
1) Ensuring cost-effectiveness.