Analysis of Sales and Marketing Strategies at Mark & Spencer, UK

This report provides a comprehensive analysis of the sales and marketing strategies employed by Mark & Spencer, a UK-based company specializing in clothing. It delves into the importance of marketing in strategic planning, highlighting aspects such as cost-effectiveness, geographical expansion, and target market identification. The report assesses the concepts of segmentation, targeting, and positioning (STP) within M&S's operational framework, emphasizing demographic considerations and the targeting of trend-conscious consumers. Furthermore, it examines product and service innovation, particularly the focus on sustainable clothing, design enhancements, and the integration of advanced technology to meet customer requirements. The analysis extends to how M&S utilizes various techniques to enhance customer relationships and communication processes, ultimately aiming to increase sales and foster repeat purchases. The report concludes by underscoring the necessity for M&S to adapt to evolving ethical consumer demands to maintain a competitive edge and sustain profitability.

Sales and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Demonstrate the importance of marketing plays in strategic planning for organization..........................5
Assessments of the concept of segmentation, targeting and positioning..................................................6
Consider innovation in product and services design in meeting the requirements of customers in line
with your chosen organization strategy...................................................................................................7
Assess how organization use a number of techniques to enhance their relationship and communication
process for increasing their sales and repeat customer purchases............................................................8
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
Sales and marketing are different concept with in an industry, they both effect the company
generation of sales lead and income (Kitkasachareon and Boonchuai, 2018). The term sales and
refers to all activities that tends to the selling of goods and services. It is the process of getting
people involved in the goods and services being sold. It is term which is used to justifies that
lead to the selling of goods or services. Salespeople are reliable for managing for prospectus that
eventually leads to sale. Whereas marketing measures all actions that assist spark involvement to
analyse the involvement of capable users. Merchandising areas are liable for running,
campaign attract people to the business, brand and services. This report is based on Mark and
spencer which is UK based company and deals in Clothing majorly. It serves services in all over
the country. It was founded in 1842 by Thomas Spencer and Michele mark. In this report will
cover the concept and importance of marketing. It will cover the other things just as marketing
theories and strategies in relation of the consider company.
MAIN BODY
Marketing is the process of making people involved in their goods via different policies,
packaging and positioning and many others. It offers to company might and may not
concentrate on direct sales leads but they definitely intend to make sales easier and raises
income over a longer period of time. They all make an innovative strategy that tends to the raises
in sales volume. Hence marketing team majorly focus on determination on analysing user’s
needs. Involvement and behaviour in regards to make goods more influencing to others. M&S,
uses a powerful marketing strategy in regards to attain its goals. The company has encountered
numerous issues in the current activity. Thus, it embraces the best business activity in regards to
deliver quality goods to its esteemed buyers. M&S also concentrate on the requirements of the
various people. The company delivers accurate details to the buyers. As well as the cultural
trends of the targeted users is taken seriously (Kaushik and Pandey,2021). The selling process is
featured by appropriate researcher and development activity that can serve sustainable goods.
Goods packing is finish in a professional manner. Here is the seven principles of marketing
which is elaborated in below list -
Principles Marketing factors

Place It is link with the location where company provides goods to the users.
M&S, ensures that its locations and stores are sustainable. Energy
conservation is also embraced in regards to support its corporate
responsibility goals.
Product It is the term which is served by the company to the buyers in order to
satisfy their needs and wants. The firm M&S, has been collaboration with
sustainable surrounding and eco-friendly goods. Just as services are also
manufactured using sustainable ways. Goods packaging is finished by
using recycled resources. This policy has raised the confidence of many
capable buyers (Lim, 2021).
Promotion It is the term which is used to promote the goods and services in the
marketplace by using various forms of promotional strategy like
traditional and non-traditional forms. The company M&S, promotes
goods through the social platform and digital sources that reaches the
buyers easily also it connects the purchaser and keep them updated
through offers mails and many other sources of promotion.
Price This is the major factor that makes the buyer attracts with the quality also
it has the powerful technique that influence buyers to buyers the goods.
The company M&S, uses the price skimming techniques they provide the
goods in affordable prices. This approach makes it more easier for more
buyers to contribute company sustainability aims.
People It is the term which is link with the employees and other persons that is
connected with the business. The M&S, sales person and marketers are
detailed regarding the best Corporate social responsibility activities. All
workers is occupied with appropriate skills in regards to company aims.
The marketing procedure also seeks to assist the sustainability actions
by every consumer. These practices makes it easier for company to
promote the most sustainable policy whenever supporting various buyers
(O’Sullivan and Ngugi, 2022).
Process This is link with the procedure in which company is using to produce the

goods and services. In case of M&S, the company serves process has
been sustainable. Users are also contributed to recycle their werabales in
regards to configure the surroundings.
Physical evidence This is link with the inventory which is consist in the company. The M&S,
uses sustainable facilities marketing its goods workers and employees are
supportive to wear attires generated using sustainable ways. The
company also uses guarantees, business statements and reports to convey
its CSR agenda to more investors (.Suthiprapa and Tuamsuk, 2021) .
The marketing strategy that is used by company helps in making simpler way for the
company to be in market place it also assist in making firm will remain profitable in the
upcoming. M&S must continue to analyse the changing requirements of various ethical
buyers (Tirto,2020). This education will assured that company executes new marketing drive that
can response to these requirements. The planning will finally assist the business rivalry position.
This assist in raising the income and sales of the company and raises the loyal user base of the
company. This major concentrate on satisfying the needs and wants of the buyers and also it
creates a positive base for the company and their buyer by making a relation among them. It
also provides the ability and benefits in having the competitive edge for the company. As well as
the have to keep updating with the brand and other things which are done with the aims of
making an effective decision of marketing and what to produce in order to satisfy the needs and
wants of the buyers (Elgarhy and Mohamed, 2022).
Demonstrate the importance of marketing plays in strategic planning for organization
In aspect of marketing, it plays crucial role in strategic planning for organization in various ways
which is described below -
 Cost effectiveness – In this stage organization is focusing on enhancing the popularity of
their new and existing goods in various locations with help of strategic planning. Due to
the effective use of strategic planning management of Mark and Spencer is able to
enhance the popularity of their product with low cost. Therefore, here digital marketing
plays the crucial role for reducing the cost in their advertising activity with help of using
various devices such as TV, radio, mobile phones and others.

 Geographical expansion – In the aspect of strategic planning here organization is
focused on expanding their services and business activities at international level. In
context to Mark and Spencer due to expanding their activities convenience are highly
increased for customers in aspect of buying their product within low time. For enhancing
their services management are used advanced equipment’s and due to this organization is
able to deliver their products and services to customers quickly.
 Identifying target market – In aspect of strategic planning marketing is also important
for identifying the target customer and market (Adomaa, 2021). In context to Mark and
Spencer, management need to use effective marketing strategies such as online
advertising, email marketing, use of social media and others. Due to the effective use of
this strategy organization is able to identify those customers quickly who is highly
beneficial for them in aspect of sustaining their profit margin and goodwill in market for
long time.
 Enhancing profit – Increasing profit is the very important concept in the aspect of both
strategic planning and digital marketing. Due to the effective use of both these elements
the management of Mark and Spencer is able to sustain their work efficiency in market
for long time. The main reason for increasing their revenue at maximum level is that
customers always received reliable and quality service from company in time.
From the above analysis it concludes that marketing plays important role in the part of
strategic planning for maintaining positive relations with all customer segments in long term.
Marketing is also essential for identifying the needs and desires or customers quickly and
quickly. In this way organization is able to provide quality product to users in low time.
Assessments of the concept of segmentation, targeting and positioning
STP analysis -
STP analysis is basically a method or technique which is used by organization for
increasing the popularity of their new product at large scale. The product which is selected of the
above-mentioned organization is sustainable cloths. The full form of STP is segmentation,
targeting and positioning which is described below -
 Segmentation – In this stage customers are classified into various categories according to
various criteria. The criteria which come under the process of segmentation are

demographic, psycho graphic, geographic and behavioral. In context to Mark and
Spencer, management need to focus on demographic criteria for popularizing or
increasing the sale of new product. Because according to this criterion the reach of their
news products is easily increased to all customer segment with low time.
 Targeting – In context to Mark and Spencer, management target customers who are
highly awareness about current trend and traditions about cloths. The customers who
come under this category are young generations and children (Chikweche, Lappeman and
Egan, 2021). Due to targeting these types of user’s organization is able to sustain their
profit and goodwill in market at maximum level for long time. Therefore, targeting is a
very essential concept for company for maintaining balance between demand and supply
effectively.
 Positioning – In this phase organization is focusing on maintaining their goodwill in
market and in minds of customers for long time. In context to Marks and Spencer,
management must use various social media platforms for highlighting the features and
specification of the new product effectively. Because in today's time especially young
generations are use d the social media platform effectively for searching the information
about new and existing product. Due to these chances are easily increased for
organization for increasing the popularity of new product within low time.
Consider innovation in product and services design in meeting the requirements of customers in
line with your chosen organization strategy
In context to Mark and Spencer, management made various innovations in their products
and services and the name of their product is sustainable cloth. The first innovation which is
focused this firm is that produce design and colors according needs and desires of customers.
Because design and color is one of the important element which is highly considered by all types
of customers especially young generations during the time of buying product. But if the product
is not made with unique color and design then definitely chances are easily increased for
decreasing the revenue of firm at large scale. Due to this it is necessary for organization that they
always facilitate their product to users according to their choice.
The second innovation is that use of advanced technology. Because due to the use of
updated equipment’s organization is able to develop high quality product according to the needs

and requirement of users. When organization delivered standard and high-quality product to
users, the trust of the company is easily sustained in minds of customers for long time. The other
advantage of using technology is that strong communication are maintained with all categories of
customers and due to this company is able to identify the real problems of the customers quickly
regarding their product and services.
The third innovation is effective utilization digital platforms. Due to the effective use of
digital platforms company is able to expand their services at international level with low time
(Giantari and Sukaatmadja, 2021). The other benefit due to the use of information technology is
that firm is able to deliver the information’s and specifications of their new product with in low
time to all categories of customers. With help of digital platforms such as official websites,
social media and others firm is able to develop strong interactions with all types of users in low
time.
From the above-mentioned innovations, it concludes innovation plays the important role
for developing best quality product and also for maintaining positive relations with customers for
long time. It also assists the company for enhancing the sale of new and existing product within
short duration with help of attracting customers in large number. In context to Mark and Spencer
it is one of the popular companies in United Kingdom and in other countries also. Due to
sustaining their popularity chances are highly decreased for losing the customers in large
number.
Assess how organization use a number of techniques to enhance their relationship and
communication process for increasing their sales and repeat customer purchases
The different types of techniques which is considered by Mark and Spencer for sustaining
the popularity of new and existing products are described below -
Use of social media – In aspect social media it is one of the effective strategy for developing
strong communication with customer quickly. Because in today's time social media such as
Facebook, Twitter and others are highly consumed by customers for searching various types of
information and videos quickly. In context Mark and Spencer management must use these
strategies effectively for increasing the popularity of new and existing product in market for long
time. The other benefit for using social media is that here organization easily shared the features
and specifications of their products users without any type of delay.

 Email marketing – It is also the one type of marketing strategies where information’s
are shared between multiple users in same time. It is also the one of the effective
strategies which is used organization for attracting the customers in large number. But
here difference is that like other strategies it not effective in international manner.
Because in today's time the facility of mail is not consumed by young generations.
Therefore, it is necessary for the management of Mark and Spencer that they must
facilitate various discount offers and beneficial schemes to users in the form of mail. Due
to these consumers are easily attracted in large number for availing their services and
product in large quantity.
 Online advertising – Online advertising is also the one of the marketing strategies which
is utilized by various organizations for enhancing the popularity of their product and
services. But here difference is that this type of strategy is comes under the category of
paid form and this strategy have various advantage for company (Gomes, 2018). The
major benefit of this type of strategy is that here Mark and Spencer have the choice for
repeating the highlights and features of their product many times. Due to repeating adds
the desires and wants of the product are easily increased at maximum level. The other
benefit is that for for repeating the ad many times various types of devices are used which
includes television, radio and others. Due to using this strategy the strong positive
relationship between employee and customer are easily developed with short duration.
 Digital marketing - Digital marketing, also called online marketing, is the promotion of
brands to connect with potential customers using the internet and other forms of digital
communication. This includes not only email, social media, and web-based advertising,
but also text and multimedia messages as a marketing channel. Digital marketing is also
known as the combination of above-mentioned elements. The other highlight of this
strategy is that in comparison with others it is a highly effective strategy. With help of
this Mark and Spencer is able to introduce the specifications of new and existing products
in attractive manner. The other benefit for using this strategy is that in comparison with
others in this strategy information’s are delivered to customers in professional and
creative manner. In this way consumers are easily attracted in large number.

CONCLUSION
From the analysis of above data, it concludes that marketing strategy or concept of
marketing plays the crucial role for enhancing the revenue and market share of organization at
maximum level. Due to the effective use of marketing techniques such as online advertising,
digital marketing, personal selling Mark and Spencer is able to increase the popularity of their
new product effectively within low time. The other benefit for using these strategies by
organization is that information’s are delivered quickly to customers regarding their goods and
services. It leads to sustain the goodwill of company in minds of customers for long time. Due to
the effective use of digital marketing organization easily shared reliable and meaningful content
to users for long time. The term sales and refers to all activities that tends to the selling of goods
and services. It is the process of getting people involved in the goods and services being sold. It
is term which is used to justifies that lead to the selling of goods or services.

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