Marketing Strategy Report: M&S, External Factors and Digital Campaigns

This report provides a comprehensive analysis of Mark & Spencer's (M&S) marketing strategy. It begins with an introduction to marketing tactics and their application to M&S, a leading British international retailer. The report then delves into a PESTEL analysis, examining the impact of political, economic, social, technological, environmental, and legal factors on the success of M&S's digital marketing campaigns. The analysis highlights how external factors influence the brand's marketing efforts. Furthermore, the report evaluates the effectiveness of the social web in building brands, offering a comparison between M&S and Tesco, exploring their approaches to digital marketing and customer engagement. Finally, the report investigates how modern companies integrate traditional and digital marketing approaches, discussing the benefits and drawbacks of this integration in a business context, including planned behavior and consistency as marketing concepts. The report concludes with a summary of key findings and insights into M&S's marketing strategies.

MARKETING STRATGEY
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
PESTEL analysis to determine external factors impact on digital marketing campaigns
success....................................................................................................................................3
TASK 2............................................................................................................................................5
Effectiveness of social web and comparison between two companies..................................5
TASK 3............................................................................................................................................7
Modern companies integrate traditional advertisement with digital marketing and its benefits
and drawbacks in context of business....................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Marketing tactic refers to a venture entire game plan in context of reaching at target
market and turning them into permanent buyers who in exchange of money purchase quality
products or services. It combines all aspects of consumer journey and provides visibility to each
functional units of a firm. The current assignment will be based on Mark & Spencer, which
consider in list of leading British international retailers. It is one of the most well known and
famous brands in the United Kingdom. Firm has served its services and delivered products in
wide target market, which is return increased its sales. This study will explain impact of PESTEL
factors upon success of digital marketing campaigns of chosen brand. Furthermore, this report
will define social web effectiveness in context of building brands and will also describe
comparison between two companies.
Moreover, this assignment will justify how modern firms integrate traditional marketing
with digital one to achieve business objectives. It will clarify four benefits and disadvantages for
digital & traditional marketing as well.
TASK 1
PESTEL analysis to determine external factors impact on digital marketing campaigns success
PESTEL analysis is one of the best strategic frameworks that have been utilized by
several marketers to examine and monitor external marketing or macro environment (Nurmi and
Niemelä, 2018). It is very useful tool because it allows a company to form an impression of
elements that might affect a venture and its operational efficiency. Here, this model can use in
regard to Mark & Spencer digital marketing campaign.
Political factor-
Government policy relate to trade, political stability, tax policy, trade restrictions and
foreign trade rules are included in category of political factors (Thomson, 2019). In context of
Mark and Spencer Company digital marketing campaign success, change in tax policy put
negative impact on brand expansion strategy of firm and also affect its marketing tactic as well,
because without expanding venture in new place the success of advertisement is not possible.
According to this factor, company needs to pay extra charges or tax on trade procedure which
directly impact financial performance of venture in negative manner and decrease sales of
supermarket. This element restricts management to enter into profitable market and serve in
existing one which is not suitable for growth and success of marketing attempts.
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Economic factor-
Economic progress, exchange rates, interest rates, disposable income of customers,
unemployment rate and inflation are the appropriate examples of economic factors (Skheita,
2020). Unemployment is one of the external factors that put positive impact on digital marketing
campaign success of Mark & Spencer in term of hiring those people who have a lot of
knowledge about marketing tools and techniques. It can help marketing department and its team
to receive innovative and creative ideas from new applicants which in return increase marketing
plans efficiency even better. Because of that element organization can reach at global market and
attract more customers towards purchase which turn into increased profitability and productivity
as well. Furthermore, this factor is quite beneficial for success of marketing campaigns.
Social factor-
Age distribution, career attitudes, health consciousness, etc. are social factors that can
impact success and growth factors of companies (Ayub, Nik Muhammad Naziman and Samat,
2018). Needs and preference changes of customers is social factor that impact digital marketing
campaign activities and success in negative manner because when buyer change its demand it
direct impact production and marketing department practices. According to this component,
company needs to reproduce or consider everything from production to sales and make further
changes accordant to people likes. It put pressure on marketing team as well who had developed
plans and tactics to promote existing items at all over the world. It leads to decrease effectiveness
of current marketing strategies and efforts as well which is not appropriate for company in term
of getting success.
Technology factor-
Technology advancement is one of the most profitable and beneficial factors as it help
firm to obtain desire outcomes on time and allow reaching at global level where varied
opportunities are accessible in world of business. For example, development of digital marketing
channels and platforms can give excellent chance to marketing team of M&S which they can
grab to create attractive content that direct influence mind of each buyer in positive manner. It
can drive people towards purchase which in return increase sales and profits margin of company.
It can be considered as success of marketing campaign of firm which bring more benefits for its
business in term of increase customer’s base and generate revenue even better.
Environmental factor-
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Consumers and government in recent time are more concern about environment safety
and this concern can leads to reduce carbon foot print that can influence business practices and
brand image of M&S in positive manner (Tounés, Tornikoski and Gribaa, 2019). It is so because
company has already taken its steps towards conduct CSR practices through that they has
decided to eliminate use of plastic for product packaging purpose. It can influence success
chance of digital marketing campaign positively because by conducting above practices firm can
build its strong and positive brand image that drive success factors more higher and lead to
increased profitability more than other companies, operated in similar industry. It helps people to
recognize brand and consider their marketing campaign.
Legal factor-
Equality act, health and safety, consumer’s laws and rights are examples of legal factors
that can impact existing practices of any venture. Changes in term and conditions of marketing
law directly impact Mark and Spencer performance and business practices as well as decision
making in context of marketing campaign. It put positive impact on digital marketing campaign
success because firm without developing any misleading content create their overall plan which
is quite beneficial in term of building trust worth relation between buyers and management.
Because of this factor company can drive towards success as it help to assure people that
supermarket is sell actual item that has been shown in advertisement there is no differences
between real one and those that display in TV screen, template or billboard.
TASK 2
Effectiveness of social web and comparison between two companies
Social web can be defined as interactions and relationship between individual that has
been developed through internet, it can also develop by usage of websites, hardware and
software that are created, designed and launched to help that interaction in effective manner. It is
one of the best and most powerful techniques that aid to create effective brand image in market
where a company has operated and wants to enter (Soto-Acosta, Popa and Palacios-Marqués,
2017).
Social web is effective tool because it helps Mark and Spencer management to directly
connect with target customers and build strong relationship with them for longer period of time
in effective manner. By using ranges of social media websites and applications, company can
successfully build up its venture image in profitable and global market which in return gains the
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attention of new buyers who seeks to purchase quality products from well known brand like
chosen one.
Social web effectiveness for building or creating web is extremely large for developing
strong existence and gaining competitive advantages within wide target market (Šerić, 2017). It
is an appropriate technique to form brand image and obtain opportunity in term of business
growth. This tool make firm able to frame persuasion power among consumers within digital
channels and to create appropriate aims. In recent time, instead of offline promotion individual
use online marketing tools that help to create effective image of any brand in market and attract
people towards purchase. Along with M&S, there are many well known brands like TESCO has
been operated its venture and managed operations in systematic manner.
Comparison between Mark and Spencer & TESCO-
M&S TESCO
Mark & Spencer have been highly interested in
implementation and usage of advanced
technologies in context of marketing. As it has
invested in specialist matching technology to
increase customer base and build relation with
new customers.
This brand has been less adaptive in context of
marketing technology use as they focus on
increasing consumer base by improving
product quality instead of invest in marketing
and promotional activities.
M&S has been grown its venture in varied
markets and concentrate on creation of
effective marketing techniques either web or
digital which make management enable to
drive sales even better and increased
profitability.
TESCO is lack keen progress in digital
marketing services and online promotion
attempts that can impact its sales and
productivity level in negative manner.
Mark and Spencer has developed effective
content and use social media platforms to reach
at people who are interested in purchase of
quality grocery items which has been offered
by chosen brand in ethical manner.
TESCO as compare to M&S is lack progress
among investment aspects, to increase
concentrate on diverse new business expansion
of different innovative horizons where there is
better competitive demands among increased
features for identifying new horizons where in
sector has been effectively heading.
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M&S has used the most trending social media
and digital marketing tools like Twitter,
Facebook which are quite profitable and
beneficial for growth and success of its
business. By conducting this type of practices
and activities firm has gained a lot of benefits
in term of gain competitive edge.
It has comparatively less focus on using digital
marketing tools that impact productivity and
profitability in negative manner. Company
needs to take further actions and develop
effective plans to adopt technologies in context
of marketing which is actually very important.
TASK 3
Modern companies integrate traditional advertisement with digital marketing and its benefits and
drawbacks in context of business
Traditional marketing can has several facets; it includes tangible things like print
advertisement in news paper and magazines (Kayumovich and Annamuradovna, 2020). It can
also include promotion on TV, brochures, templates, poster and billboards.
While digital marketing can be defined as utilize of internet that help a company to reach
at target customers in effective manner. It is a wide field, including gaining attention of new
consumers via email, search platforms, content marketing and social media as well.
In recent time, there are varied companies available in the business world who considered
as modern firms. It include Mark & Spencer, ASDA and other who has effectively and
successfully integrated traditional marketing with digital advertisement technology because it
help organizations to gain attention of profitable market and achieve set goals and objectives of
ventures. M&S has also integrate both term as it help firm to get better success and achieve
strategic objectives that is to increase customer base, profits margin, generate revenue, reach a
global level and become market leader in overall retain industry.
Planned behaviour & consistency as marketing concepts can be utilized to define way
Mark and Spencer have integrated digital and traditional marketing approaches to drive attention
of new people towards buying of company items.
Planned behaviour- This concept started as model of reasoned act to protect and prevent
people intention to engage in nature at a particular place and time. It stated that behavioural
achievement relies on ability and motivation factors (Ru, Qin and Wang, 2019). This theory can
be utilised to comprehend manner M&S integrate above two different terms so that it can garb
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potential and beneficial market opportunities like gain advantages of intense competition while
managing operation in retail industry. Marketing team of chosen company can achieve great
success and grow when they conduct a detail market research with skilled people who can do
everything according to plan and help to obtain desire outcomes.
Consistency- it is another concept that is characterized by assumption that individual
strives for balance and manages state of behaviour and cognition. It state that preferences of each
buyer is ever change in form so it is the main accountability of marketing department is to
comprehend current trends of buyers which is really very essential to do before taking any action
in form of producing products and providing services to people.
Advantages and disadvantages of traditional marketing-
 The best things about this type of marketing are that it helps to reach at local target
consumers in systematic and effective manner (Tarik and Adnan, 2018). By using
traditional marketing tools like FM radio and News paper, M&S can reach at local people
who have limited budget but able to purchase grocery items. By promoting on these tools,
firm can easily target potential buyer in specific areas where net is not working properly.
 With traditional marketing company could not need to conduct deep market analysis.
Company could not need to efforts a lot because this practice only require a message or
image that can be print by machines which is as easy as written content on blank paper.
 Traditional marketing needs less number of workers which in return save money of
chosen brand in context of hire new people.
 Furthermore, instead of digital marketing, traditional approaches and techniques of
advertisement are much effort less as it is easy to understand and use.
 Traditional marketing is more expensive than digital promotion procedure. Radio, TV
and news paper tools require a lot of money to promote products in market.
 It is one of the most passive forms of promotion and there is quite limited actual
engagement of people.
 With traditional marketing, company could not be able to measure its ROI as it is quite
difficult to do.
Benefits and drawbacks of digital marketing-
 Promotion and marketing cost is the biggest financial problem that ventures or modern
companies like Mark and Spencer have to bear. But with digital marketing platforms
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company could not deal with this burden because it offers affordable options to
traditional approach, it develop as much influence yet costing way less (Veleva and
Tsvetanova, 2020). With just less amount of money firm can subscribe to an email and
create social media accounts to promote business and goods in market.
 Another advantage firm can grab or gain by using digital marketing tools is wide return
after investment on promotion. Digital marketing and advertisement provide profitable
return on small investment in term of increased profitability and sales even better.
 With this type of marketing ROI is easily and effectively measure by marketing team.
 Content through digital marketing can be easily adjusted by workers.
 Drawback of this procedure is that is requiring more people or workers who are able to
use digital marketing tools and technologies.
 It is time consuming activity because in order to create content on social media pages
firm need to develop a plan.
 When firm use digital marketing to reach at global people they need to get up against
intense competition.
 Negative comment on digital marketing platforms can negatively influence mind of other
buyers.
CONCLUSION
By summing up above discussion, it has been concluded that TESCO by considering all
external factors has been taken right action and developed effective plans in order to overcome
negative aspect in effective manner. Furthermore, it has been identified that by using digital
marketing tools and technologies, organization has gained the excellent benefit in term of obtain
reached at international consumers and investors who seek to work with and invest money in
well known brands like M&S. Social web has been provided different benefits to Mark and
Spencer & Tesco in term of effectively build its brands images within overall retail industry.
Moreover, organization has been used traditional marketing sources along with digital one which
make business able to reach at target customers and boost its productivity level.
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