M&S Marketing: Improving Effectiveness & Customer Engagement

This report examines how Marks & Spencer can enhance its marketing effectiveness to better reach customers, addressing issues like ineffective decision-making, changing consumer behavior, and unproductive market segmentation. It recommends using content marketing and market research to improve brand image and customer engagement. The report also proposes a marketing plan with objectives, strategies, segmentation, targeting, and positioning, including budget allocation and control measures. Key recommendations include continuous market research to understand customer needs and promoting constructive feedback to build trust. The analysis emphasizes the importance of marketing in achieving organizational success and suggests strategies for adapting to market trends and fostering long-term customer relationships. Desklib provides similar solved assignments for students.

Market and customers
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Contents
INTRODUCTION...........................................................................................................................3
TASKS ............................................................................................................................................3
1. Considering main changes that companies should make to improve the effectiveness of
marketing in their effort to reach the customers..........................................................................3
2. Two recommendations for the business ..................................................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Marketing is one of the tools that helps in widening the market as it allows to have
knowledge of the consumer wants in order to bring new opportunities of selling the products.
The report is going to detail the ways in which the companies can improve the effectiveness of
marketing in order to reach maximum customers (Kamps and Schetter, 2018). Along with it, it
will evaluate issues that influence the marketing environment and affect the customer for the
chosen industry that is Marks and Spencer which is one of the popular retail clothing companies
headquartered in London and encourages diversity in reference to people from all religions and
genders across the globe. Moreover, the above-mentioned issues and the factors that led to
providing new recommendations that will be helpful for the chosen company (Park, 2020).
TASKS
1. Considering main changes that companies should make to improve the effectiveness of
marketing in their effort to reach the customers
The term marketing is a process for which dedicated efforts are being made with respect
to the upbringing of new or existing products, services, or an idea in front of market customers.
For the process being focus is being made with respect to customer needs and wants that guides
efforts of an individual firm when being engaged in marketing activities. Marketers at M&S uses
effective marketing strategies through which dedicated efforts are produced with regard to the
marketing activities of the workforce. Although there are several issues that impact on marketing
activities of the business firm which are listed below;
Issues faced at Marks & Spencer
According to Mary-Ann Russon, (2020), Marks & Spencer is facings problems with
relation to being too big and clustered which makes it difficult for customers to locate the
product they want to make a purchase (M&S: Five reasons the retailer is struggling, 2020).
Furthermore, the following are relative issues that are faced by M&S while operating its
marketing operational tasks; Ineffective decision-making: The chosen company i.e., Marks & Spencer faces the issue
of ineffective decision-making that sometimes leads to conflicts or disputes within the
workforce. Due to ineffective decision-making managers of the corporate are unable to
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grab the relevant opportunity in the business market (M&S: Five reasons the retailer is
struggling, 2020). Regular changes in consumer behaviour: Another issue that is faced at M&S relates to
frequent changes in consumer behaviour. For this issue, marketers at the chosen company
are unable to implement planned strategies due to such frequent changes in consumer
behaviour (M&S: Five reasons the retailer is struggling, 2020).
 Unproductive market segmentation: In this element due to ineffective segmentation
techniques adopted at M&S marketers of the firm are unable to define appropriate
standards for marketing strategies in the business market. This correlates with being
unable to identify a specific customer group for which the goal of being customer-centric
is being compromised by the business firm (M&S: Five reasons the retailer is struggling,
2020).
Marketing tools
To improve the effectiveness of marketing in their effort to reach the customers are
explained below-
Content marketing
As the technology is changing and causing a major impact on the growth of the business,
that is why the company can make use of content marketing to bring the attention of customers
that can be done in the form of e-books, videos, infographics and many others. When the
customers read the content, they will be having an impression of the brand of the company that
will be very helpful and informative for the customers (Jobber and Ellis-Chadwick, 2019).
According to Sarah Vizard, (2014), Marks & Spencer is aiming to develop its website
more effectively reflecting feedback ascertained from customers of the business firm. With
respect to the decision launch of new content that will be focused on e-commerce would guide
better productivity of the retail firm and would be a turnaround for the firm for upcoming
financial years (M&S digital marketing head-on the need to “clean up and contemporise” its site,
2014).
Market research
The company can also focus on more market research as, it is necessary for the business
so, that it can grow and identify the needs of the market and customers that is directly connected
to the increase in sales and making efficient use of resources (Pride and Ferrell, 2021).
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The company can also gather information from primary and secondary information from
the people via more open-ended questions, face-to-face interviews, online market research and
many others. That can be done by the team of specialists before launching a new product this
will be helpful for the company in investing their money in the right direction to get the
maximum profit from the product.
Brand Management
One of the issues of the company is the brand image that can lead to the failure of the
company and its reputation. It can be said that when the company is not completing its promises
in the long run that can lead to reducing the market share of the company in the market. The
chosen company can give more attention to its positive brand image so that more customers will
be engaged in the activities of the business. The management of the company should interact
with the customers respectfully and deal with the negative reviews and responses from the
customers (Littlechild, 2021). The chosen company can also adopt the ways to develop its brand
by developing the visual image of the company such as that can be a logo, tag line, website, fresh
content, colours of brands, or many others. Moreover, the chosen company can target the
customer base as their target audience this will be helpful in connecting with such customers by
keeping in mind the various factors such as the messages or content.
According to Chloe Rigby, (2021), the brand management strategy at Marks & Spencer
reflects towards helping customers to make sales more relevant as it invests in guest brands i.e.,
Nobody’s Child. The management terms are being set upon finding a range of new ways to work
with the third-party brand to acquire a better knowledge of product ranges being delivered by the
business firm (Marks & Spencer on how its brand strategy is making it more relevant to its
customers, 2021).
2. Two recommendations for the business
Market plan for Marks and Spencer
Objectives
 To adopt to changing business environment through market screening.
 To seek attention to innovative technologies used in performing business market
researches. To develop effective standards of working in business firm that facilitates long term
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existence of brand in operational market.
Marketing management strategies
The chosen brand i.e., Marks & Spencer takes use of advertisement campaign that is equipped
with in store strategies and taking use of digital marketing techniques. For tackling frequent
changes in business market use of digital technology are being taken into consideration. For
the purpose being mobile ads, TV ads and other social media campaigns are launched by
provided brand to coordinate with desired outcomes of desired aims and objectives (Berkhout,
2019).
Marketing segmentation
The marketing managers of the respective brand focuses on cost conscious group. Under this
group individuals who are rationally aware about quality of products and services along with
prices offered in the similar market is being taken into consideration.
Market targeting
The major target group for respective brand i.e., Marks & Spencer is upper middle class and
upper class of individuals. For the reason being products and services delivered by the chosen
brand is both of high quality and is delivered at a rational price to its customers. Therefore,
customers of the brand are attracted to such delivery of services by brand and thus, have
higher chances to excel in long term existence in operational markets.
Market positioning
The provided brand position its workings with accordance to high quality that is well within
reach for company aims and objectives.
Tactics and Actions
For enabling a better course of actions at the business firm formulation of effective budget and
control. This will facilitate better course of actions and supports attainment of desired business
goals for the business firm (Watson, Wilson and Macdonald, 2020).
Budget
Particulars Amount
Advertisement $16,000
Public relations $ 13,000
Sales promotion $ 11,000
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Media traditions $ 11,000
Total $ 51,000
Control
For this last element of the market plan respective brand i.e., Marks & Spencer, adopts
effective controlling techniques for which productivity of the business firm can be maintained
over a long period of time. Under this control of operational activities by preparation of Gantt
chart is taken into consideration.
From the above analysis and information, it has been recommended that marketing is
important at the organisation for the purpose of success & productivity of the given organisation.
Proper marketing assists in increasing the level of productivity of the people and due to this, the
customers can be attracted towards the company (Ofori, 2021). There are some recommendations
to the chosen organisation which are explained below-
 The chosen company must ensure that the market research so that they have an idea about
the needs of the customers so that the company can develop the understanding of the
market in order to build a close relationship with the customers. Another advantage of
doing market research is to identify the threats and opportunities so that the proper
planning can be made to achieve the targets and goals of the business. As the market
keeps adopting the trends so, the company must consider such trends to attract new
customers. The company can also make use of the Marketing plan as they support in
attracting and retaining the customers which is one of the crucial aspects of the business.
 Along with it, they should also promote constructive feedback so that management can
understand the main cause of the problem and that will further build the level of trust
between the company and customers. Also, the company can also improve its products
and services to fulfil the demands of the customers. On top of that, the needs and
demands of the customers keep changing with time (East and et.al., 2021). Moreover,
Advertising can also be used to introduce more customers that can be done by expanding
into the market.
Such recommendations will help the company to manage and attract customers
effectively and efficiently at the organisation. As it will also support the company to develop a
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long-term strategy for the management team in communicating with the customers that will
directly help the company and its management (Bernon, 2018).
CONCLUSION
It can be concluded from the above report that marketing is the main tool for the success
of the business. As the world is changing with the expansion of technology and competition in
all the levels of the market so, marketing strategy allows to think more clearly and the chosen
company can also change & update the activities for the better future of the business.
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REFERENCES
Books and Journal
East, R., Singh, J., Wright, M. and Vanhuele, M., 2021. Consumer behaviour: Applications in
marketing. Sage.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pride, W.M. and Ferrell, O.C., 2021. Foundations of marketing. Cengage Learning.
Bernon, M., 2018. Sustainable supply chains: Marks & Spencer’s Plan A. The Business &
Management Collection.
Ofori, D., 2021. Opportunities and Challenges of Green Marketing. In Green Marketing in
Emerging Markets (pp. 251-276). Palgrave Macmillan, Cham.
Watson, R., Wilson, H.N. and Macdonald, E.K., 2020. Business-nonprofit engagement in
sustainability-oriented innovation: What works for whom and why?. Journal of
Business Research, 119, pp.87-98.
Berkhout, C., 2019. Retailer Assortment and Merchandising Plan. In Assortment and
Merchandising Strategy (pp. 141-164). Palgrave Macmillan, Cham.
Littlechild, S., 2021. Exploring customer satisfaction in Great Britain's retail energy sector part
II: The increasing use of Trustpilot online reviews. Utilities Policy, 73, p.101297.
Online
M&S: Five reasons the retailer is struggling, 2020. [Online]. Available at:
<https://www.bbc.com/news/business-53478403>
M&S digital marketing head on the need to “clean up and contemporise” its site, 2014. [Online].
Available at: <https://www.marketingweek.com/ms-digital-marketing-head-on-the-
need-to-clean-up-and-contemporise-its-site/>
Marks & Spencer on how its brand strategy is making it more relevant to its customers, 2021.
[Online]. Available at: <https://internetretailing.net/brands/brands/marks--spencer-on-
how-its-brand-strategy-is-making-it-more-relevant-to-its-customers-24081>
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