Marks & Spencer: COVID-19 Impact on Marketing Planning Analysis

This report analyzes the impact of the COVID-19 pandemic on marketing planning within companies, focusing on a case study of Marks and Spencer. It begins by defining marketing and its significance, particularly in the competitive retail sector, and how COVID-19 has challenged traditional business practices. The study aims to analyze the impact of COVID-19 on marketing planning, evaluate marketing strategies, understand the post-pandemic impacts, and provide recommendations for addressing marketing challenges. It uses both secondary research, exploring traditional and modern marketing techniques, and primary research, gathering opinions on Marks and Spencer's marketing effectiveness. The report concludes with recommendations for navigating post-COVID marketing challenges, highlighting the shift towards digital platforms and the importance of adapting to changing consumer behaviors, while acknowledging limitations in resources and the need for innovative marketing approaches. Desklib provides access to similar solved assignments for students.

BUSINESS MANAGEMENT
& CAREER
DEVELOPMENT WBL
MINI PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Significance..................................................................................................................................3
Aim and objectives......................................................................................................................3
Secondary research .....................................................................................................................4
Primary research .........................................................................................................................7
Evaluation..................................................................................................................................13
CONCLUSION and Recommendation..........................................................................................13
Conclusion.................................................................................................................................13
Recommendation.......................................................................................................................14
Reflection...................................................................................................................................14
REFERENCES..............................................................................................................................15
Appendix........................................................................................................................................17

INTRODUCTION
Background
Marketing is defined as promoting company products and services in front of the target
customers. The role of marketing is significant for every business organisation as the practice
motivate the target customers to buy company's products and services in the respective market.
Retail sector is among the highly competitive business environment sector that deal with massive
level of market competition. Role of marketing is significant in the sector as the high competition
always require high brand value that can attract to the buying decisions of customers in
respective target market. Recently covid 19 has been faced b y this whole world (Strotmann and
et.al., 2021). The pandemic could create a consequence such as lock down, shut of stores of
companies and many such restrictions that could completely demolish the business practices
adopted by the organisations. IN the situation of covid marketing became the key approach that
could support the busies houses to achieve all different business objectives. Technique of
marketing could motivate to the business houses for mitigating the overall business objectives.
Retail sector is highly competitive due to its product segment. The sector offer basic products
such as food, clothing line and other home products.
Rationale
This study is relevant in the current situation of covid. The pandemic has challenged to
all different business practices adopted by the business organisations (SYAIFULLAH and et.al.,
2021). Relevance of marketing become more crucial in the recent pandemic situation which
could motivate to the business ventures for completing all different business objectives.
Significance
This study will influence the board of directors in companies about the marketing
practices adopted. Marketing professionals will also get influenced with this study. Government
will also get a proper direction due to this study in order to ensure proper policies for company to
deliver its marketing activities.
Aim and objectives
Aim:
 To analysis the impact of covid 19 over marketing planning in companies. A study on
Marks and Spencer Company.
Objectives:

 To understand about the concept of marketing.
 To evaluate the different strategies adopted for delivering the marketing activities.
 To understand the impacts of covid 19 over marketing practices adopted by company
specially the post pandemic time.
 To provide necessary recommendations for addressing different challenges of marketing
post covid time.
Research questions
 What does it mean by marketing?
 What are the possible strategies that can be adopted to deliver the marketing campaign of
company?
 What are the possible impacts of covid 19 over marketing campaign of company
especially in the post pandemic situation?
 What can be the possible recommendations for addressing different challenges of
marketing post covid time?
Secondary research
As per the views given by Rizal, Afrianti and Abdurahman (2021), marketing is defined
as organisation the products and services offer by the business venture in front of the target
customers in respective market. The role of marketing is such that it improve projecting the
features of the product in front of the target customers so that buying decisions of consumers can
be attracted. Presenting the features of the product in campaign of marketing become essential
for the professional so that potential or target customers can be attracted towards buying the
product offer by the business entity. Building customer relationship is also among the key role
marketing play in context to the business organisation. Ramadhan and Gunarto (2021), has
presented its views over marketing in its study is that creation of brand value is among the key
role marketing activity play in the organisation. The competitiveness of the market make it more
essential for the business venture to create and sustain its brand image in respective target
market. Positive brand value is a core weapon that inspire the potential customers to make a
buying decision in respect to the product offer by the organisations in market. The contribution
market play is to ensure the survival of the companies irrespective of the high level of market
competition associated with the market. Retail sector is highly competitive sector due to its
product portfolio. The products offer in the sector are all basic products require for living such as

clothing, food products and other home essentials. Market allows the retail market entities to
attract the buying decision of customers so that all objectives behind the business operations
channelises could have been meet by the entity.
The criticism has made by the Nugroho and Witarti (2021), towards the marketing
concept is such that this practice is further played a massive role in demolishing the brand value
of many business houses. Today due to the technological development and advancement many
scandals are also created that is supported with the marketing activities. These scandals are result
into loosing customer portfolio, trust of consumers in market, loosing thee brand value and such
like consistences.
As the views illustrated by the Novitasari (2021), marketing functions are conducted with
support of various techniques. The retail sector utilises both traditional marketing registries along
with the use of modern marketing functions adopted by the business ventures. Traditional
technique or approach of marketing involve email marketing, holding, radio, television and such
like platforms to deliver the brand promotions. These are the traditional techniques that were
effective enough to attract the buying decision of the potential customers in respective target
market. Previously there was not any technological advancement existed which could not offer
many ways or approaches to deliver the brand promotions. The impact of the lack of technical
advancement was such that business houses sustained only limited and few options to deliver the
brand promotions in respective target market. All these orthodox marketing activities created a
major influence over decision-making journey of the potential or target customers in respective
market.
The Muditomo and Wahyudi (2020), has criticised the use of traditional approach of
marketing and promotions with the use of various conclusive points. The scholar stated that
traditional approaches were limited and coulf influence the stakeholders only in a certain limit.
The cost of the campaign under traditional marketing approach were also high in comparison to
the modern marketing practices with the use of digital technology. Joseph, Tulung and Wangke
(2020), quoted the fact that financial resources are limited in number and the cost requirements
for the traditional marketing campaign did nopt favour the business venture to support the brand
value in the best way possible. It was also tough to analysis the impact of the marketing
campaign under the traditional brand management practice adopted by the business houses.
Customised marketing was also not possible in respect to the traditional marketing practices.

Scholar also negatively presented the opinion over traditional marketing was such that these
techniques provide only limited information. These techniques also was nbot able to attract target
customers specifically with its key features.
Modern marketing practice involve use of the latest technology, digital platforms to
deliver the marketing or branding campaign. Hu and Olivieri (2021), mentioned in its study over
modern marketing is such that this is a technique that comprises the use of all different modern
technologies such as digital tools, effects and such like features to deliver or develop marketing
program. The creation of the whole marketing campaign involve the use of art effects, artificial
intelligence and such like technologies that can effectively attract the buying decision of
potential or target customers under respective target market. Gigaur and Djakeli (2021), stated its
views over modern marketing practices in its study is that this technique supported the business
houses to easily influence the buying decision of the potential customers in the market. Platforms
like digital and social both are used in this technique to promote the products and services of the
business ventures. Platforms like Netflix, Youtube, Facebook, Instagram, Twitter, search engine
and such like stages consume to promote the products and services offer by the organisation. The
basic advantage of this technique is such that it has supported the business ventures to easily
attract the buying decision. Also the techniques are cost friendly and contain a huge scope of
marketing and promotions. Once the campaign or any branding video is launched it will sustain
over internet for the rest of the time. The sustainability opf the campaign make it more
favourable for the target customers in reespective target market.
The criticism is developed by the Eti and Bari (2020), in its study over modern marketing
activities is such that this technique become complicated for the marketers to promote its
products. Availability of plenty of marketing options make it more complicated for the
promoters. The key challenge associated with the modern marketing practice is such that it also
create an issue of data leakage, hacking and such like challenges. The customer satisfaction is
still is subservient goal under this marketing technique. The technique is time-consuming in
nature that do not favour the marketers to launch the marketing campaign on time. Managing
time is a major challenge marketers face when it comes to deliver the marketing activities with
the use of modern marketing practices or techniques.
The opinion of the Chakraborti and Sharma (2021), presented over the post pandemic
marketing situation of the business houses. The pandemic situation could imposed the marketing

techniques are all modern approaches and practices. The traditional approaches were explored
limited as the business ventures did not prefer using bill boards and such like of marketing
traditions. The post pandemic situation could allow the business units to focus more on using the
modern practices of marketing such as digital promotions with the use of Youtube, Netflix and
such like platforms. Along with this the post pandemic situation has also imposed the use of
social media platforms such as Facebook, Instagram and such like techniques of marketing and
promotions. Cahya and et.al. (2021), in its study reflected favourable view in rsp[ect to the
modern marketing technique. The increased use of internet and digital platform has motivated
the business entities and ventures to focus on modern marketing approaches. These are the
techniques that precisely support the brands to cherish the individual value of the company in
front of the target customers. Also the ley benefits against using these methods are such that
monitoring of the marketing camp[aign also become easy. In the overall success of the marketing
campaign or activity monitoring the campaign is also a key role that maximise the overall
success of the business venture.
The views of the Alkasasbeh (2020), presented over the use of marketing approaches in
the post covid time stated the fact that currently all business houses are active over the digital
promotions which could not create a major impact in respect to the marketing and promotions.
Also the post covid time the resources are found limited with the business venture that could not
allow the business ventures to gain a control over marketing operations entertain by the
organisation. The revenue of the company is also limited in post covid condition due to the
restricted buying power of customer that further did not allow the ventures to achieve business
objectives.
Primary research
Marks and Spencer Company effectively deliver the marketying activities
Do you feel that Marks and Spencer Company could effectively deliver its marketing activities
effectively post covid time?
Yes 25
No 5

Interpretation:
The above stated graph clearly demonstrated the fact that 83% of the respondents
mentioned the fact that marketing campaign deliver by the company is well sufficient to meet the
business objectives of firm. The remaining 17% people did not agree wth the fact. On the basis
of the opinions presented by the majority of respondents it can be reflected that the marketing
campaigns rive by the Marks and Spencer Company is well sufficient to meet the business
objectives. The organisation sustain a quality financial resource that favour business venture to
channelise an effective marketing campaign.
Social media marketing strategy is adopted by company to deliver the marketing campaign
Q.2) According to you what strategy did the company focus after the covid pandemic arouse?
Digital marketing 10
Social media marketing 12
Search engine 5
Traditional marketing approach 3
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9 83%
17%
Column B

Interpretation:
The above presented pie chart clearly demonstrate that 40% of the respondents stated that
social media marketing is the key strategic choice adopted by the company to deliver the
marketing activity post covid. 33% mentioned that digital marketing is among the core practice
related to the promotional activities after the covid pandemic is occurred. 17% favour the search
engine strategy and the remaining respondents believe that traditional marketing tactics were
used even after the covid pandemic proceeded. On the basis of the views given by the majority of
respondents it can be stated that social media marketing or promotion is considered as the most
favourable marketing technique that is used by the Marks and Spencer Company in order to
deliver the promotional activities. The post covid time motivated the organisation to focus more
on channelising the social media promotions as this is the easy and convenient way to deliver the
marketing campaign. In the social media marketing campaign company get to target customers
over Instagram, Facebook and twitter like platforms. The millions of users are active over all
different social media platforms which supported the company to easily convince the customers
for buying all different products offer by the business venture.
Challenges for implementing marketing campaign
33%
40%
17%
10%
Digital marketing
Social media marketing
Search engine
Traditional marketing approach

Q.3) What are the challenges Marks and Spencer Company faced post covid to implement the
marketing campaign?
Financial issues 8
Planning related challenges 6
Implementation challenge 4
All the above 12
Interpretation:
In against to respond about the different challenges associated with marketing activity
deliver by organisation post covid time the responses given by the employees. 27% respondents
mentioned that financial issues was major for the company in against to deliver the marketing
activities by the organisation. Planning related issues are also mentioned by the 20%
respondents. 13% stated that implementation related challenges were majorly faced by the
company in against of delivering the marketing campaign. The rest of the respondents stated or
mentioned that all the above stated challenges were faced by the Marks and Spencer Company in
the post covid time to implement the marketing campaign. The post period of pandemic has not
Financial issues
Planning related challenges
Implementation challenge
All the above
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
27%
20%
13%
40%
Column B

been easy for the companies. The time catered all the various difficulties that could possible
experience by the organisation in order to deliver the promotional activities.
Virtual event execution is the trend followed by company after the pandemic to implement
marketing operations
Q.4) What are the trends company follow post covid to meet up the objectives of marketing
activities conducted by organisation?
Virtual meeting 8
Emphasis on data driven decision-making 4
Shift to digital platforms and tracks 6
Execution of virtual only events 12
Interpretation:
The pie chart clearly stated that 40% respondents took part in interview round mentioned
that execution of virtual events are the top priority of the company to implement the marketing
campaign. 27% stated that virtual meeting is the core trend that is followed by the company to
27%
13% 20%
40%
Virtual meeting
Emphasis on data driven
decision-making
Shift to digital platforms and
tracks
Execution of virtual only
events

execute the marketing activities. 20% believed that digital platforms are consumed majorly as a
part of key trend that is followed to deliver the marketing campaign. 13% believed that emphasis
over data driven decision-making is followed by company post covid as a trend to implement the
marketing campaign of organisation. On the basis of the opinions presented by the majorioty of
respondents it is stated that Marks and Spencer Company executed the virtual event to promote
the products and services after the covid pandemic occurred. This technique is well supported the
company to deliver the overall objectives associated with the marketing activities deliver by the
organisation. The role of the virtual event is very essential for the company to deliver the
marketing activities after the pandemic of covid 19 occur.
Company took competitive edge post covid against delivering digital marketing campaign
Q.5) Do you agree that post covid situation could favour the company to take an competitive
edge against marketing campaigns executed digitally?
Strongly agree 12
Agree 8
Neutral 2
Disagree 5
Strongly disagree 3