Comprehensive Marketing Essay: PESTLE, STP, and Marketing Mix Analysis

This marketing essay explores key concepts and models used in business, including PESTLE analysis, STP (segmentation, targeting, and positioning), and the marketing mix. The essay analyzes Marks and Spencer using PESTLE, examining political, economic, social, technological, legal, and environmental factors influencing the company. It discusses the impact of technology and social media on consumer buying decisions, using Burberry as an example. The essay differentiates between market segmentation and targeting, again using Burberry as an illustration. It also compares the positioning strategies of Marks and Spencer and Tesco, highlighting how different approaches can lead to success. Finally, the essay explains the components of the marketing mix, using Morrisons as a case study to demonstrate product, price, place, and promotion strategies. This document is available on Desklib, a platform offering a wide range of study tools and resources for students.

Marketing essay

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Q1.Explain Pestle analysis of Mark and Spencer. .....................................................................1
Q.2 Describe how technology and social media have influenced the buying decision process. 2
Q.4 Explain the difference between segmentation and targeting. Use examples to illustrate the
points you make .........................................................................................................................3
Q5. Choose any TWO brands from the same market which have a different positioning.
Explain how they can both be successful....................................................................................4
Q6. Describe what is meant by “the marketing mix.”.................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the term which is being used by the business concern. It is used to
promote the business though various techniques. The main aim of the marketing department is
to spread awareness of the brand in order to increase the brand value. In this report will
cover the marketing theories which assist in making decision that effect the business in
productive way the models as Pestle analysis, STP analysis and marketing mix in relation of
varied companies.
MAIN BODY
Q1.Explain Pestle analysis of Mark and Spencer.
It is a framework that helps in analysing the external factors of the business enterprise in
order to understand the components that impact the institution. This techniques assist in
understanding the attitudes of the consumers and their taste and preference. These all activities
includes various factors like tax policy, legal activities and many more. In this section the
considered company is mark and Spencer. It is top branded retail company in UK which deals
in varied items. It provides the quality goods in market place. The company was founded in
1942 by Thomas Spencer and Michael mark in United kingdom. It main products are Clothing
and Home based products (Fawei,and Ping, 2019).
 Political Factors - These factors determines the extent to which government policies
may impact on an organisation or specific industry. This include political stability, trade
and taxation policy. Global political factors greatly influence the operations of M&S,
The political stability is stable for United Kingdom of Great Britain , So it is casual to
run a concern smoothly. As company plays its role in creating employment opportunities
for the local population to work with them. It gives direct benefit to the venture in terms
of increasing demand of the products and diversifies its workforce.
 Economical Factors - These factor impacts on the economy and its performance of the
organisation and its profitability . It includes interest rates, employment or unemployment
rates, raw material and foreign exchange rates. These factors are the main concern for
M&S, as they are most likely to influence cost, demand, profits, and prices. The company
should be aware of any changes in rules as changes in taxation or others that can effect
1

the business. As the business is most dependent on the Great Britain market. As the most
revenue is generated from the United Kingdom market (.Hasibi, and SHOJAEI, 2020).
 Social Factors - These factors determines the social economic environment of the
market. It includes cultural aspects, health consciousness, population growth rate, age
distribution and career attitudes. In context of M&S, due to fast pace of life the
consumer want everything at one place and based on the trend of buying bulk. for that
company has planed there stores to facilitates people everything under one roof. As now
days customer is more conscious for the health, so as per consumer preferences the
organisation has promoted its organic products to satisfy there customers.
 Technological Factors - These factors consider the technological innovation and
development that could affect a industry. It includes mobile technology, automation,
research and development. The advancements in technology have bought various new
opportunities for M&S, the company adapts a fastest changing technology that makes
enterprise more competing and branded in the market.
 Legal Factor - These Element explains the legal aspects having internally and
externally both sides that effect on concern situation in a nation. This regard changes in
statute law, contact occupation, taxation. M&S, they should be aware of laws and rules
that are related to the business and their conducting activities.
 Environment Factors - Environmental component analyses the encompassing
surrounding that effect on the trading of structure. This consider waste disposable laws,
environmental protection laws, energy disposable regulation. In context of M&S, the
company constantly practice on improving the business enterprise environment and
the atmosphere of the place where they are running business.
Q.2 Describe how technology and social media have influenced the buying decision process.
In current era the company basically uses a method of advertising their brand in the
market. The most business uses the social media and digital media to promote the goods and
services that company provides. Now days every range of business gives the overview and
details through their websites and networking sites. The managers and marketers connect their
customer through their web pages and sites. they provides the detail through the mails and other
sources. In this part considered company is Burberry it is UK based company deals in fashion
and clothing. It is top ranked company in worldwide. It consider themselves as a top ranked
2

company in global areas. This treated as a luxury product in market place. The company
Burberry constantly organised a shows and online programs that presents the new designs and
new patterns to their customers, they utilise the various new techniques to advertise their
product. They constantly adapts a modified technology in their organisation and production
process. So that they can satisfy the needs and wants of the consumers in order to have a
maximisation in their sales scale. The company keeps updating themselves and keep connected
with their consumers through their websites and emails. The institute provides the special
discount offers and various exclusive offers for their loyal consumer base they provide that
information through messages and promotional offers on the websites. It makes business more
profitable and spreads awareness in relation of the brand. It increases the interest of the
new customers to buy the product from the brand. In current time most of the consumers see
or go through the company overview and reviews that are given by the experienced consumer
before buying the goods from the company. They first get attracted with the feedbacks of the
users and then make a decision of buying. Its makes the company more effective and increase
the sales scale. Its enhances the brand value (.Huangal Bobadilla, and Murga Fernández, 2019).
The social media and digital media plays a vital role in increasing the revenue of the
company. It gives a recognisable to the industry in the target market and its also assist in
expanding the business in other areas. It helps in understanding the consumers demand and
requirements of the users and it is mandatory for company to satisfy their needs so they can be a
loyal consumers.
Q.4 Explain the difference between segmentation and targeting. Use examples to illustrate the
points you make
It is a process or method which company follows to expand the company and make the
marketing strategy effective and progressive. It consist a different process which helps in
having convention more creatively and attractive. In this part considering the company
Burberry. These points are explained below (.Islam, 2020) .
Segmentation -
It is the procedure in which customer are divided in segments by classifying them in
various characteristics. It analyse the customers demand in order to satisfy their needs and
wants so that they can follow the brand and feel happy while spending amount on the products.
All these are the activities. It enables organisation to target different types of users, who
3

understand the full worth of certain products and services differently from others. Burberry,
knows the great importance of market segmentation and incorporates. They sell their goods to
worldwide so they must differentiate their target market. It consist some special categories, and
how Burberry uses them to benefit their company are describe below.
 Geographical Segmentation : it mention to where institution locates, which include
country, area,region, Zip codes and many more.
 Demographical Segmentation : it classifies single according to the geography, age,
gender, income, ethics, occupation and career.
 Psychographics Segmentation : it states that what is the USP of the product, why
consumer should go for companies good it includes attitudes, lifestyle, hobbies,
personality etc.
 Behaviour Segmentation : it research the result of psychological, cognitive, emotional,
appreciation and social terms on peoples economic decisions. It confirm how user react
on commercialism content of the institution (.Mitter, and et., al., 2018).
Burberry usage Demographic segmentation by classifying the gender, age and income . Their
product are generally expensive so they target high class customer to generate income.
Targeting :
It is a marketing strategy that pierced down big marketplace into tiny section to focus on a
particular unit of the units. It evaluate the expected and moneymaking quality of each segment. It
include size, difference, money and accessibility. Burberry uses differentiated targeting strategy
and mark customers groups such as high class users in the age unit of 20 to 45 years and work
on different needs like clothing, hygiene factors and cosmetics.
Q5. Choose any TWO brands from the same market which have a different positioning. Explain
how they can both be successful.
Positioning is the term which defines where the company product stands in relation to other
company offering in the market as well as mind of customer. In this section considering the
two brands which are from same market one is mark and Spencer and other one is Tesco.
These both industry are the retail industry and well recognised in market place. Deals in
house holds items and grocery items and food products. The differentiation position of these
brands are describe below (Shenoy, and Aithal,2017).
Tesco Mark and Spencer
4

 industry is top brand company deals in
house hold goods and food products.
The company works at broad range.
 Positioning of the goods involve
dealings with single elements of
marketing mix in order to attract
target consumers segment in the most
effective style. Company utilise a
broad range in regards to attract the
consumers segments.
 The company is well recognised in the
worldwide it provides services in
global market.
 The company positioned themselves as
a high quality products and they
didn't compromise with the quality of
the goods. They provides reasonable
rates to their customers and gives good
quality and quantity goods.
Q6. Describe what is meant by “the marketing mix.”
Marketing is the techniques which is being used by the company with the aim of promoting
the business in the target market. It plays a vital role in business or organisation in competing
advantages. It brings a benefits in the company. All the techniques regarding marketing makes
the business more progressive.
It is the term which helps in developing the marketing strategy in the organisation. It was
first introduced in 1948, by James culliton. It is utilized to following thought and program by a
marketing administrator to promote a particular product or brand .The following report is based
on Morrisons which deals in food, drinks etc. it was founded in 1899 in UK by William
Morrison (.Siripipatthanakul, and et., al., 2021).
 Product - it is the term which presents the offer and services provided by the company
in order to make a business profitable by understanding the consumer choice and
needs in terms of Morrisons. The company concentrate on the originality of the food
products by day-to-day the good quality. They have 5 brands to sale their goods, that are
Nume, M kitchen etc. business offer product distinction to the client as per their
sensation.
 Price - the value is calculated on the basis of the total production cost and their
charges occurred in the company while producing the goods. It includes the varied
characteristics like income of the users and many more. In context of Morrisons,
Structure utilise numerous value scheme as per economic process and direction. They
5

are perpetually using cost leadership strategies in United Kingdom (Thabit, and Jasim,
2019) .
 Process - it determines the steps involved in delivering services to the consumer. In case
of Morrisons, Organisational process are very affecting for increasing productivity and
making competitive in retail sector. They always work on improving logistics and
supply network to facilitate product properly to stores.
 Promotion - It refers to the techniques which is used to inform about offers ,
promotions and service to the target people. It promotes through many ways like
rewarding offer for customer .Use social sites to promote brand value . They use sales
promotional activity to recall the facility of offline shop in the market (Yuwei, 2021).
CONCLUSION
From the above report it is concluded that the marketing plays a crucial role in
business and it makes the business more effective in terms of having healthy environment in
the company. The marketing consist a various theory which helps in making the operation
more progressive and successive atmosphere. The models assist in making decision and
systematic function.
6

REFERENCES
Books and Journals
Chamberlin-Kim, J., and et., al., 2019. Alternative teacher preparation programs: Examination
through a marketing lens. Rural Special Education Quarterly, 38(3), pp.137-150.
Chuang, B.Y., 2019. A Study on Marketing Strategy of Laminate Flooring Product-A Case of
Company H.
Chun, B.H., and et., al., 2020. The effect of salt concentrations on the fermentation of doenjang,
a traditional Korean fermented soybean paste. Food microbiology, 86, p.103329.
Fawei, C. and Ping, L., 2019. Analysis on Market Demand and Marketing Strategy of Peony
Seed Oil. Forestry Economics.
Hasibi, S. and SHOJAEI, V., 2020. Strategic Analysis of Sports Tourism Marketing Mix in
Mazandaran with 7P's Approach.
Huangal Bobadilla, M. and Murga Fernández, J.M.D.C., 2019. Marketing mix apliado (7PS) y su
influencia en las ventas de la empresa Gamble Eventos SAC de Trujillo-2019.
Islam, M.M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
Mitter, H., and et., al., 2018. The Stimuli-Actions-Effects-Responses (SAER)-framework for
exploring perceived relationships between private and public climate change adaptation
in agriculture. Journal of environmental management, 209, pp.286-300.
Shenoy, V. and Aithal, P.S., 2017. Quantitative ABCD Analysis of IEDRA Model of Placement
Determination. International Journal of Case Studies in Business, IT and Education
(IJCSBE), 1(2), pp.103-113.
Siripipatthanakul, S., and et., al., 2021. Effect of the service marketing mix (7Ps) on patient
satisfaction for clinic services in Thailand. International Journal of Business, Marketing
and Communication, 1(2), pp.1-12.
Thabit, T.H. and Jasim, Y.A., 2019. The challenges of adopting E-governance in Iraq. Current
Res. J. Soc. Sci. & Human., 2, p.31.
Yuwei, y.,2021. Development of the marketing strategy of the commercial company.
7