Strategic Marketing Report: Marks & Spencer in the Angolan Market

This report provides a strategic marketing analysis of Marks & Spencer's potential entry into the Angolan market, focusing on the launch of a new hosiery range designed for darker skin tones. The report begins with an executive summary and introduction to strategic marketing, emphasizing its role in achieving competitive advantage. The main body delves into the adaptation and standardization of the marketing mix, highlighting how Marks & Spencer can tailor its product, place, price, promotion, process, people, and physical evidence strategies to the Angolan context. The report then examines the CBBE (Customer-Based Brand Equity) model, detailing how Marks & Spencer can build a strong brand identity, meaning, response, and resonance within the Angolan market. Furthermore, the analysis covers integrated communication mix and methods, outlining effective advertising, personal selling, and sales promotion techniques. Finally, the report discusses the measurement of success, including sales targets and market share, to assess the effectiveness of the marketing strategies. The conclusion summarizes the key findings and implications for Marks & Spencer's Angolan market entry.

STRATEGIC MARKETING

EXECUTIVE SUMMARY
Planning of making this essay report on Marks & Spencer has been done for gaining the
knowledge regarding market i.e. Angola so that company can face longer sustainability within
this market. This report is based on Marks & Spencer that is the largest British multinational
company within UK. This study involves that manager of company can examine the strategy that
gives the successful results like gaining the higher profits within the new market i.e. Angola with
their new shades which is a range of hosiery that is especially designed for dark skin tone. For
this manager can focus on some concepts like elements of marketing mix, CBBE model for
maintaining a strong image in market, IMC concept and the various measuring tools for getting
success in future.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
Adaptation and standardisation of marketing mix .....................................................................4
CBBE Model...............................................................................................................................5
Integrated communication mix and methods .............................................................................6
Measurement of success..............................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Strategic marketing refers to the procedure that includes planning, developing,
implementing the operations for gaining the competitive advantage within the business industry.
It is the best method for mapping the enterprise goals and the ways of achieving them. This term
helps in taking the best decisions for achieving the goals and targets. This assignment is based on
the Marks and Spencer that is one of the largest British Multinational retailing company that
deals in varieties of product range like clothing, food, home wear etc. For gaining the higher
profits manager of company can choose the several strategies such as elements of marketing mix
that is helpful to understand the success within the new market i.e. Angola. Another one is
CBBE model that helps in attracting the customers and clients so that image of the brand would
be enhanced. Further integrated marketing communication helps in gaining the customers
attraction so that they will retain for a longer period of time. It also helps in gaining competitive
advantage within the rival market. At last it involves the measuring tools that helps in gaining the
future success(West, Ford and Ibrahim, 2015).
MAIN BODY
Adaptation and standardisation of marketing mix
Marketing mix refers to the process of set of action and tactics that is adopted by the
business firm to promote the brand and products within the marketplace. In this Marks &
Spencer can launch a new shades in hosiery for dark skin tones in the new market i.e. Angola.
For this manager can adopts this tactics to achieves the short term goal in the new country by
using 7 Ps of marketing. This is based on the adaption of marketing mix because in this existing
product is modifying to capture the attention of customers(McDONALD, 2016).
 Product- In this element product adaption is adopted by the company Marks & Spencer
because in this they can modify their existing product by including more shades in
hosiery for darker skin tone people in new country Angola. This helps in gaining more
market share in the new market by attracting large base of customers.
 Place- Marks & Spencer can open a new outlet in Angola by following the adaptive
strategy in marketing so that they can gain the higher profits and revenues within the new
country and also strong their brand image within the international marketing(Farinloye,
Adeola and Mogaji, 2020).

 Price- In this Marks & Spencer set their price on the adaption basis that shows the
changes in pricing strategy according to the people of Angola so that they can gain higher
profits and longer sustainability within the marketplace(Aghazadeh, 2015).
 Promotion- For launching the new shades in hosiery in Angola, Marks & Spencer can
use the traditional and digital way such as television, newspaper, Facebook, Twitter etc.
this helps in gaining more customer base and profits within the new market.
 Process- In this Marks & Spencer adopts the online and offline process so that large
number of customers get attracted towards the company various range of products and
their new innovation. It helps in longer sustainability of the firm(Sahaf, 2019).
 People- In this company can hire an local employees who are familiar with the Angola
culture. This helps the manager in proving the training to worker so that they can attend
the customers very well and solve the issues related to the firm products. This will assist
in gaining the customer retention within the company. Using this element in marketing
adaption helps in gaining the targets effectively(Milichovský and Šimberová, 2015).
 Physical evidence- In this Marks & Spencer new launching, packaging and employees
are presented as a physical evidence of the business enterprise. Due to this customers are
attracts towards the brand and make a good brand(Varadarajan, 2015).
CBBE Model
Brand equity is undertaken the significant subject for branding and its ultimate objective
is the branding team that leads to increase the brand equity for company. This can be pursued in
various ways but here CBBE model is used in order to make customer happy that helps in
earning more and more profitability. It has four significant steps that are evaluated below:
Brand identity: It depicts the significant position of company as how customers see and
consider the company and also represent their overall comparison from others. It also tends to
explore the pictures and words of purchaser that are linked with the specific brand name of
company. Along with this, it is also important and also undertaken for the strong support in terms
of effectively identifying the prominent features and name of Marks and Spencer. In regard of
this, Marks and Spencer conduct suitable activities that are useful in developing image and name
of company among their customers. Brand identity quantifies regarding the depth and breadth for
the customer awareness of the particular brand. In terms of this, company should start spreading
prominent awareness among their customers who are more unaware for their available products

and services and its value as well in order to attract them with prominent campaign and target
market(Farinloye, Adeola and Mogaji, 2020).
Brand meaning: When the customers become aware about the brand then it comes to the
prominent introduction and overview of company. It undertake the features, looks, styles,
reliability and durability of Marks and Spencer for the effective customer experience which is
value for money. In terms of this, the significant purpose of brand reputation include: Brand performance: It cover the reliability, durability, functionality and price factor for
the effective customer satisfaction. Brand imagery: It is quite different but also meets with the imagery meeting the needs
and requirements of customers undertaking the social and psychological needs.
Brand response: This factor undertake the significant feelings for the brand regarding
their customers which is quite hard to separate and also intensely performed for individual
customers. In terms of Marks and Spencer, they need to make their thing more value and
comparison against another product that leads to add the actual interaction and the perceived
reputation on the grounds of the feelings of customers. For this, Marks and Spencer need to make
effective judgement and develop positive feelings regarding the brand(Varadarajan, 2018).
Brand resonance: In this, the loyalty of customer is checked towards the brand and also
try to develop healthy relationship with their employees for effectively achieving competitive
advantage. In regard of this, it depicts the beautiful and simplicity factor for Marks and Spencer
in terms of developing effective customer based brand equity and develop great brand identity in
terms of getting customers to know more about the brand and business as it leads to create trust
and faith among customers and company.
Integrated communication mix and methods
Integrated marketing communication is prominently essential in terms of successfully
launching and introducing new product in business. Along with this, it tends to include the
consistent communications for the effective information of product and use of prominent
communication channels, sources and other programs in terms of conveying effective
information at the low price. It is undertaken as the process of effective coordination of effective
activities across the various communication methods and based on significant themes such as
desire to do something and also undertaken as the goal oriented factor. Few marketing
communication methods to target customers are mentioned as under:

 Advertising: It is undertaken as any paid form that depict the ideas and thoughts of
promotion in order to attract customers. In regard of Marks and Spencer, advertising
messages are tailored to the group and also employ mass media including radio,
television, magazines and newspaper, in terms of this, marketing technique of Marks and
Spencer leads to target individuals as per their profile and undertaking characteristics and
behaviour(Dogu and Albayrak, 2018). Personal selling: It leads to represent the effective use of people for the development of
relationship with their target audience and for this, the purpose of Marks and Spencer is
to sell products and services. Personal selling focus on face to face interaction in order to
understand the needs and requirements of customers and also offer value to the products
and services.
 Sales promotion: This marketing technique can also opted by Marks and Spencer with
the purpose of temporarily boosting sales and profitability of products and services by
adding basic value in it. As many offers tends to attract customers like buy one get one
free and so on to the retailers, wholesalers and other distributors(Zghidi and Zaiem,
2017).
Measurement of success
There are various ways of measuring success of Marks and Spencer that are discussed as
under in order to identify the sales and profitability of company:
Sales target: It is the KPI measures in order to identify the current sales and revenues and
also tends to compare the target and past performance of company. In regard of this, the sales
target can be developed and also set by Marks and Spencer for the monetary value on the
grounds of number of accounts, units sold and so on. In also tends to monitor sales performance
against target for any sales management strategy which is more instrumental in order to create
data driven culture(Hollebeek, Conduit and Brodie, 2016).
Market share: It represent the percentage of total sales within an industry that is
generated by the Marks and Spencer. In regard of this, it is calculated by considering the sales
period and also classify the total sales of company within the same time period. This metric is
useful in order to give prominent idea for the effective size of company in terms of the market
and its concerning competitors. It tends to represent the market share of Marks and Spencer
regarding its portion of total sales in terms of market for the company in which they should

operate. In terms of this, market share is beneficial for respective company for its investors and
analysts tends to monitor and make fluctuations in market share which is the sign of
competitiveness in the products and services of company.
CONCLUSION
From the above study it is to be concluded that the term strategic marketing is an
effective approach that is adopted by the organisation for future success in an appropriate
manner. With the use of this approach company can analyse their profits in the target market in a
suitable way. By launching the new product in the different country is very difficult for the
organisation but the use of strategic marketing helps in examine the overall situation related to
the elements of market mix due to this they can easily identified the benefits and features of their
essential elements in the success of market within a different country. It also involves the CBBE
model that is beneficial to target and segments the market for gaining higher success. Further
communication methods i.e. social media, advertising helps in creating awareness regarding the
new product in the new market so that growth can be achieved. At last various measuring tools
like sales analysation, KPI helps in controlling the mistakes and enhancing the performance of
employees to getting the higher outcomes.

REFERENCES
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