Analyzing Marketing Tools and Business Performance at Marks & Spencer

This research proposal investigates the effectiveness of marketing tools in improving the business performance of Marks & Spencer. It aims to understand the concept of marketing within the organization, identify the different types of marketing tools used by M&S to increase sales performance, and determine the benefits of these tools. The proposal includes a review of literature defining marketing and discussing specific tools like online advertising and social media posts used by M&S. The research will adopt a positivism philosophy, deductive approach, and survey strategy, utilizing quantitative research choice with both primary (questionnaires) and secondary data collection methods. Probability sampling will be used to select 15 employees from Marks & Spencer, and a cross-sectional time horizon will be employed to complete the research efficiently. The study's structure will include an introduction, literature review, research methodology, findings and analysis, conclusion, and recommendations.

(RESEARCH PROPOSAL)
Effectiveness of marketing
tools in improving business
performance of Marks and
Spencer

Table of Contents
INTRODUCTION...........................................................................................................................3
AIM OF THE STUDY.....................................................................................................................3
OBJECTIVES OF THE STUDY.....................................................................................................3
RESEARCH QUESTIONS.............................................................................................................4
REVIEW OF LITERATURE..........................................................................................................4
Define the concept of marketing within an organization?..........................................................4
What are the different types of marketing tools used by Marks & Spencer to increase sales
performance within the workplace?............................................................................................4
What are the benefits of marketing tools within Marks & Spencer?..........................................5
FRAMEWORK OF THE STUDY..................................................................................................5
METHODS OF STUDY AND METHODOLOGICAL DEBATES IN THE STUDY..................6
STRUCTURE OF THE STUDY.....................................................................................................7
TIMEFRAME OF THE STUDY.....................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Overview of the study
Marketing tools refer to the tools that organisations considers for developing and
promoting their services or products. Here, tools are defined as strategies, materials and
techniques. The majority of organizations use various types of marketing tools like market
research, advertising and direct mail for boosting their sales (Rathnayaka, 2018). Companies use
variety of marketing tools at their disposal, some tools are commonly used for increasing sales
whereas whereas some focus on collecting consumer information (Guercini, Bernal and Prentice,
2019). In the current research proposal researcher would discuss about the significance of
different marketing tools used by Marks & Spencer to boost up the sales. Marks & Spencer
would be chosen as organization as it is British multinational retailer headquarters located in
London, England. It is specialised in selling home products, home products and clothing.
Rationale of the research
The main motive of conducting present research is to determine the importance and
various benefits of marketing tools in ensuring business performance within organization.
Marketing is the concept that is constantly growing in the business world because it helps in
improving the performance and increasing the sales. The main purpose of the present research is
it will assist in understanding effectiveness of marketing tools to make services and products of
organisation familiar with the existing as well as potential customers.
AIM OF THE STUDY
“To investigate the significance of marketing tools in improving the
business performance within organisation.” A study on Marks &
Spencer
OBJECTIVES OF THE STUDY
 To understand the concept of marketing within an organisation
 To determine the different types of marketing tools used by Marks &
Spencer to increase sales performance within the workplace
 To identify benefits of marketing tools within Marks & Spencer

RESEARCH QUESTIONS
 Define the concept of marketing within an organization?
 What are the different types of marketing tools used by Marks & Spencer to
increase sales performance within the workplace?
 What are the benefits of marketing tools within Marks & Spencer?
REVIEW OF LITERATURE
Define the concept of marketing within an organization?
According to Esteban-Santos and et. al., (2018), in an organisation marketing is
defined as the procedure of taking appropriate goods and services or any new idea
to the right audience at the right price and time with the assistance of appropriate
techniques of promotion. It also uses right kind of people to offer great customer
service related to ideas, services or goods. Marketing is all about searching and
determining wants, requirements and needs of proposed buyers and then offering
goods or services that could exceed the expectations of existing as well as new
customers. The concept of marketing could be easily understood by involving the
following:
 Focusing on requirements and needs of the new and existing customers so
that company could differentiate its products from offerings of competitors.
 It integrates all activities of organisation including promotion and
production to satisfy needs and wants.
What are the different types of marketing tools used by Marks & Spencer to
increase sales performance within the workplace?
According to Djafarova and Bowes, 2021 in the new world, marketing tools are
one of the significant aspects of organization because it makes products of Marks
& Spencer familiar with the customers. One of the most used marketing tool of
M&S include online advertising tool, in this Facebook, Instagram etc. are used to

promote products. Another tool of M&S is posting social media posts on different
channels, in this they schedule post to grab attention of customers.
What are the benefits of marketing tools within Marks & Spencer?
According to .Chu and Seock (2020), appropriate marketing tools used by
Marks & Spencer have various benefits as it helps in connecting customers with
the offerings of company. The first benefit may include it assists in engaging
customers and increasing revenue towards organization. Marketing tools assist in
understanding the needs and wants of potential customers to offer right products to
customer by Marks & Spencer at right time.
FRAMEWORK OF THE STUDY
The framework of the study shows topic of the research. The given
framework is about the marketing tools and its different types with right
advantages.

METHODS OF STUDY AND METHODOLOGICAL DEBATES IN THE
STUDY
Research methodology holds a lot of importance in successful completion of research. It
is understood that the different types of methodologies help investigator in collecting appropriate
information. The different research methodologies assist in gathering and analysing relevant
information for the successful attainment of objectives in a systematic manner.
Research Philosophy: Research philosophy is defined as the method that provides set of
beliefs for framing foundation to achieve pre-defined objectives of investigation. It has been
classified into two significant types that are positivism and interpretivism philosophy.
Investigator would select positivism philosophy as it gives out foundation that helps in
evaluating numerical data in a systematic manner (Nayak and Singh, 2021). On the other hand
interpretivism would not be selected it does not facilitate in evaluation of numeric data.
Research Approach: Research approach is described as the method of supporting
qualitative research choice as it facilitates in measuring gathered information. It is being
classified into two parts that are called inductive and deductive approach. Researcher would be
choosing deductive approach because it helps in measuring reliability and relevancy of numeric
data in successful manner in a very short time duration. So, it is clear inductive is not chosen at it
is not concerned about measuring numeric information.
Research Strategy: Research strategy is referred as strategy mainly considered by
investigator to gather appropriate information for meeting pre-determined objectives in a proper
manner. Grounded theory, archival research, action research, survey etc. are some of the main
examples of research strategy. Researcher will select survey method because it assists in
gathering numeric data systematically about the topic that is marketing (Babii, 2020). It is very
effective method because it facilitates in gathering apt data about marketing tools of Marks &
Spencer.
Research Choice: Research choice is described as method that provides guidance to
investigator that what type of data requires to be collected. It is being divided into two major
parts that qualitative and quantitative. Researcher will be selecting quantitative research choice
because it focuses on gathering appropriate collection of numeric data. This provides statistical
information that is significant for attaining objectives in systematic way. Therefore, qualitative

would not be chosen because it is related to the collection of subjective information (Bairagi and
Munot, 2019).
Data Collection: Data collection is defined as procedure of collecting relevant and
reliable information according to the requirement of research. Data collection is significantly
classified into two kinds that are primary and secondary data collection. Investigator would be
choosing secondary as well as primary data collection. Primary data collection is chosen as it
focuses on carrying out whole new data related to the topic and in the present it is taken out
through instrument called questionnaire. Secondary data is taken out because it focuses on
addressing gap in the already published information on various channels or platforms. This is the
kind of data taken out through articles, books, journals, newspapers, publications, business sites
and magazines.
Sampling: Sampling is the process in conducting investigation in proper and successful
manner by selecting appropriate participant to gather data related to the topic that is effectiveness
of marketing tools (Teoh, 2019). There are two kinds of sampling that are known as probability
and non-probability sampling. Probability sampling is selected because it is concerned about
choosing participants randomly without any specific criteria. 15 employees would be selected as
participants from Marks & Spencer.
Time Horizon: Longitudinal and cross-sectional are two parts of time horizon.
Investigator would be choosing cross-sectional time horizon because it assists in completing
every activity of the research on time whereas longitudinal would take more time to attain
objectives.
STRUCTURE OF THE STUDY
The research project on the topic that is effectiveness of marketing tools would use
following structure to attain objectives successfully.
 Introduction: This chapter would include basic information about the topic that is
marketing tools within organization.
 Literature Review: This chapter would answer research questions.
 Research Methodology: This chapter will discuss different types of research
methodologies.
 Findings and analysis: This section would include questionnaire.
 Conclusion: This is the chapter that would conclude whole project.

 Recommendations: This section will provide recommendations to identified problems.
TIMEFRAME OF THE STUDY
Gantt chart refers to the chart that is used for illustrating schedule of project in a proper
and systematic manner. This is the chart that lists out all the activities and tasks need to be
performed on the vertical axis and intervals of time on the horizontal axis. This has assisted in
conducting research in a easier manner.

CONCLUSION
From the above collected data, it is interpreted that marketing tools are essential for
companies to promote products and services to right customers. The research is based upon
quantitative method as it is based upon statistical data.

REFERENCES
Books and Journals
Rathnayaka, U., 2018. Role of digital marketing in retail fashion industry: A synthesis of the
theory and the practice. Journal of Accounting & Marketing. 7(02).
Guercini, S., Bernal, P. M. and Prentice, C., 2018. New marketing in fashion e-
commerce. Journal of global fashion marketing. 9(1). pp.1-8.
Esteban-Santos and et. al., 2018. Fashion bloggers: communication tools for the fashion
industry. Journal of Fashion Marketing and Management: An International Journal.
Djafarova, E. and Bowes, T., 2021. ‘Instagram made Me buy it’: Generation Z impulse purchases
in fashion industry. Journal of Retailing and Consumer Services. 59. p.102345.
Chu, S. C. and Seock, Y. K., 2020. The power of social media in fashion advertising.
Purwar, S., 2019. Digital Marketing: An Effective Tool of Fashion Marketing. In Proceedings of
10th International Conference on Digital Strategies for Organizational Success.
Nayak, J. K. and Singh, P., 2021. Fundamentals of Research Methodology Problems and
Prospects. SSDN Publishers & Distributors.
Babii, A., 2020. Important aspects of the experimental research methodology. Вісник
Тернопільського національного технічного університету. 97(1). pp.77-87.
Bairagi, V. and Munot, M. V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Teoh, S.H., 2019. A Practice in a Research Methodology Class. Asian Journal of University
Education. 15(3). pp.45-53.