Marks & Spencer: Social Media Marketing and Profitability Analysis

This research project analyzes the impact of social media marketing on business profitability, using Marks and Spencer (M&S) as a case study. The project begins with an outline, specification, and literature review, exploring the importance of social media marketing for enhancing business profit. It then details the research methodology, including the use of interpretivism and both primary and secondary data collection methods. The project includes a Gantt chart to illustrate the timeline and a questionnaire to gather primary data from M&S managers. The results are presented through thematic analysis, with interpretations of the findings regarding the effectiveness of various social media platforms. The project concludes with recommendations for improving social media marketing techniques to enhance M&S's profitability, emphasizing Facebook as a key platform and suggesting strategies like promotional offers and website development. The study references various academic sources to support its findings and recommendations.

RESEARCH PROJECT

Table of Contents
Task 1...............................................................................................................................................3
1.1 Project outline specification..................................................................................................3
1.2 Factors that contribute to the process of research project.....................................................3
1.3 Literature review...................................................................................................................4
1.4 Design methodology............................................................................................................5
1.5 Gantt chart.............................................................................................................................5
Task 2...............................................................................................................................................6
2.1 Questionnaire........................................................................................................................6
2.2 Research investigation..........................................................................................................7
2.3 Record and relevant data.......................................................................................................7
Task 3...............................................................................................................................................9
3.1 Research evaluation techniques............................................................................................9
3.2 Analysis and interpretation.................................................................................................12
3.3 Recommendation.................................................................................................................13
References......................................................................................................................................14

Task 1
1.1 Project outline specification
Topic: To analyse the impact of social media marketing for enhancing the profitability of
business- A study on Marks and Spencer
Background of study
Purpose of every organization is to earn profit and gain market share for this it need to
used to different promotional technique for increasing the profitability of business (Scott, 2015).
There are different type of marketing activities among all of them social media marketing is one
of the best marketing. In the present study, Impact of social media marketing on profitability of
Marks and Spencer is analysed. There are different social media marketing techniques on which
M&S need to adopt for enhancing sale.
Aims: To analyse the impact of social media marketing for enhancing the profitability of
business- A study on Marks and Spencer
Objectives
 To understand the importance of social media marketing for enhancing profitability of
business
 To analyse the link between social medial marketing and business profit
 To recommend social media marketing strategy for enhancing the business profit.
Research question
 Explain the importance of social media marketing for enhancing profitability of business?
 Identify the link between social media marketing strategy for enhancing the business
profit?
1.2 Factors that contribute to the process of research project
In the present study the selected topic impact of social media marketing for increasing the
profit of business. Social media marketing help in creating awareness of product and services
among consumer in all over the worlds. Further marketing help in increasing the sale of business
because many people came to know M&S product and services. If people came to know
company product and services then they will prefer to buy it instead of switching to other brand
products. In this study, there are different social media marketing tools and techniques which is
identified for enhancing the sale and profit.

1.3 Literature review
Importance of social media marketing for enhancing profitability of business
According to the view of Kumar, Bhaskaran and Shah (2013) social media marketing
play significant role for enhancing the business profit. Through social media marketing
organization can promote its product and services. Online marketing and advertising help in
finding out the potential customer and who can buy their company product. Further it help in
expanding the number of potential customer. Along with this, through the help of social media
firm can communicate with its customer and can take feedback related to its company product
and services. As per view of Ashley and Tuten (2015) now a days people get more familiar with
different social networking sites such as facebook, twitter etc. there are people all over the world
who daily use this sites, so company can promotes its product on this websites which help in
increasing awareness of product. Along with this social media post used to drive targets traffic.
Online marketing help in grabbing the attention of people. Further it also help in creating long
term relationship with customer which support in retaining customer for longer period of time.
Firm can send email to its customer for promotional offers it help customer in taking decision
which type of product they need to buy.
Link between social medial marketing and business profit
according to the view of Tuten, and Solomon (2014) social media marketing help
business in increasing sale and enhancing its overall profit. There are various social media
marketing techniques which help in grabbing the attention of customer and encourage them to
buy product of particular organization. Firm can send promotion mail to its subscribed customer
this help in informing them about company new product and its offer. Through social media
marketing firm can easily provide detail information of company product and services. This help
customer in choosing right product and service for fulfilling their needs and wants. If people
came to know their company product and services then they will buy it by seeing its attractive
advertisement. Further, at the time of advertising product and services firm can also make aware
people about its discounted product and other services. This help in increasing sale which lead to
increase in overall profit of organization Stelzner (2013) explained that social media help people
in making aware of company new product and their discounted strategy. Further it helps in
sharing and experience of buying product this help firm in modifying its product according to the
needs of customer.

1.4 Design methodology
Research methodology help in finding result in a systematic manner for a problem which
is discussed in present study (Mackey and Gass, 2015.). There are different methods and
techniques in research methodology which help to overcome the problem which is faced by
organization. Their are two type of research philosophy that is interprtivsim and positivism. In
the present study interprtivsim research is used for further investigation. The present study is
conducted for analysing the impact of social media marketing on profit of business. For this
primary and secondary data is collected for collecting the information and data. In primary
research, researcher will collect data from survey while in secondary information will be
collected through the help of books and journals etc (Taylor, Bogdan and DeVault, 2015). then
finally qualitative technique will be used in which themes are made and on basis of theme and
charts interpretation would be done.
1.5 Gantt chart
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Research proposal
Writing aims and objectives of
research
literature review conducted
Design methodology
Primary data collection
Analysis of collected data and
interpretation

Conclusion
Recommendations
Submission to tutor
Changes make on basis of
feedback
Final Submission
Task 2
2.1 Questionnaire
Name:
Age:
Gender:
1.) Which type of marketing technique preferred by you for M&S?
 Social media marketing
 traditional marketing
 Guerrilla marketing
2.) Does social media marketing techniques charge high cost by M&S?
 Yes
 no
3.) Does social media marketing help to enhance M&S profit?
 Yes
 No
4.) Are you satisfied with social media marketing techniques adopted by Marks and Spencer?
 Highly satisfied
 satisfied

 neutral
 dissatisfied
 Highly dissatisfied
5.) Which social media website is best for your organization M&S?
 Facebook
 you tube
 Linkedln
 Twitter
2.2 Research investigation
There are different techniques which is used by researcher for improving the social media
marketing techniques. Their are two type of research techniques that is qualitative and
quantitative technique (Kumar, Mirchandani and Shah, 2013). In present study researcher used
qualitative techniques in which themes and charts are of collected primary information and
interpretation done on the basis of chart. Along with this, question are asked from 7 manager of
Marks and Spencer in survey.
2.3 Record and relevant data
Theme1: Social media marketing is best for Marks and Spencer
1.) Which type of marketing technique preferred by you for your organization M&S?
Frequenc
y
Social media marketing 4
traditional marketing 2
Guerrilla marketing 1
7
Theme2: No social media marketing techniques not charged high cost?
2.) Does social media marketing techniques charge high cost by M&S?
Frequen
cy
Yes 2

no 4
7
Theme3: Social media marketing help in enhancing M&S profit
3.) Does social media marketing help to enhance M&S profit?
Frequenc
y
Yes 5
No 2
7
Theme4: Respondent are highly satisfied with social media marketing techniques adopted
by Marks and Spencer
4.) Are you satisfied with social media marketing techniques adopted by Marks and
Spencer?
Frequenc
y
Highly satisfied 3
satisfied 2
neutral 0
dissatisfied 1
highly dissatisfied 1
7
Theme 5: Facebook is the best social media marketing for M&S.
5.) Which social media website is best for your organization M&S?
Frequenc
y
Facebook 3
you tube 1
Linkedln 2
Twitter 1

7
Task 3
3.1 Research evaluation techniques
Theme1: Social media marketing is best for Marks and Spencer
Theme2: No social media marketing techniques not charged high cost
Social media marketing traditional marketing Guerrilla marketing
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
4
2
1
Column C

Theme3: Social media marketing help in enhancing M&S profit
Theme4: Respondent are highly satisfied with social media marketing techniques adopted
by Marks and Spencer.
Yes
no
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
2
4
Column C
5
2
Yes
No

Theme 5: Facebook is the best social media marketing for M&S.
Highly satisfied satisfied neutral dissatisfied highly dissatisfied
0
0.5
1
1.5
2
2.5
3
3.5
3
2
0
1 1
Column C

3.2 Analysis and interpretation
Theme1: Social media marketing is best for Marks and Spencer
Interpretation: above chart show that there are 4 responded who prefer social media marketing
techniques for Marks and Spencer. While there are 2 participants who agree with traditional
marketing technique and there are 1 managers who suggest Guerrilla marketing techniques.
Hence, it shows that there is high preference is given to social media marketing techniques this is
one of the best techniques which M&S can used for advertising its product and services. Other
techniques such as traditional is not much effective as compare to social media marketing
techniques.
Theme2: No social media marketing techniques not charged high cost?
Interpretation: Aforementioned chart show that there are 4 respondent out of 7 who stated that
socila media marketing not charged hihg cost while there are 2 respondedent who said that cost
is high of social media marketings. Hence, above chart reflect that social media marketing not
consume high charge and it is a very effective technique.
Theme3: Social media marketing help in enhancing M&S profit
Interpretation: From the above chart it shows that there are 5 respondents who stated that social
media marketing help in increasing the profit of business. On the other hand there are 2
participants who said that social media marketing not help in increasing the profit of Marks and
Facebook
you tube
Linkedln
Twitter