Strategic Marketing Analysis Report for Marks & Spencer: An Overview

This report provides a strategic marketing analysis of Marks & Spencer, examining key concepts such as the marketing mix, the CBBE model, and integrated communication strategies. The report explores the adaptation and standardization of the marketing mix, considering elements like product, price, place, promotion, people, and process, and how these are applied by Marks & Spencer. It delves into the CBBE model, analyzing brand identity, meaning, response, and resonance within the context of the company's operations, particularly in new markets. Furthermore, the report discusses integrated communication methods, including advertising, personal selling, and sales promotion, and their role in reaching target customers. Finally, the report addresses the measurement of marketing success, emphasizing the importance of sales targets and market share analysis. The conclusion reiterates the significance of strategic marketing for achieving profitability and sustainability in the competitive market. The report includes references to academic sources, providing a comprehensive overview of the subject.

STRATEGIC MARKETING

Content
• Introduction
• Adaption and standardisation of marketing mix
• CBBE Model
• Integrated communication mix and methods
• Measurement of success
• Conclusion
• References

Introduction
Strategic marketing is an essential term that is used to planning, organising and
implementing the goals for attaining the competitive market. This study is taken
the Marks & Spencer that is the largest multinational retailing company in UK.

Adaption and standardisation of marketing mix
Marketing mix defines a set of process that is used by the business for
promoting and attracting the customers within a short period of time. Due to
this firm will generate the higher profits. It is based on the adaptive and
standardised marketing tool for gaining the successful results. It can be shown
below.

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 Product- In this company can use
the adaption strategy where they
can use the modify product i.e.
different shades in hosiery for dark
skim tone people.
 Price- In this Marks & Spencer
adopts adaptive pricing that is
according to the people perception
so that higher profits would be
gained

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 Place- In Marks & Spencer context this shows the new country in
which they can operate their business for gaining more revenues i.e.
Angola.
 Promotion- In this Marks & Spencer can adopts the newspaper, social
media to attracts the customers.
 People- In this company can provide training to their employees so that
they can attend the customers attractively
 Process- In this firm will adopts the online and offline process so that
large base of customers purchased the products.

CBBE MODEL
CBBE model is an appreciative tool
that is used to satisfy the
customers and make them happy
so that company can gain higher
profits and returns. In case of
Marks & Spencer this is useful
because the company can operate
their business in new country
with innovative product.

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 Brand identity – It represents the value and position of the brand within
the market. It also helps in compare the firm with their competitors so that
higher profits would be received. In case of Marks & Spencer, this tool is
very specific as it helps in enhancing the brand in the Angola market.
 Brand meaning- As Marks & Spencer is known for their quality products
due to this their brand image would be strong in all over the world.

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 Brand response- In this Marks & Spencer face the challenge in interact
with the people of Angola for gaining higher profits. In this they can
focus on the customers needs.
 Brand resonance- In this loyalty of the customers is checked by the
firm. In case of Marks & Spencer, manager can make a loyal customers
in Angola by satisfying their needs and demands so that higher profits
would be earned.

Integrated communication tool
Integrated marketing communication
refers to that tool which is used
by the company for successful
introducing and launching the
product. In terms of Marks &
Spencer this is very essential tool
because they can operate their
business in the new country i.e.
Angola.

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For this Marks & Spencer can adopts
the various communication
methods for earning higher
profits to target the customers in
the Angola market.

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 Advertising- It is a paid type of communication tool that is adopted by
Marks & Spencer to gather the large customers and targets the more
people for gaining higher success.
 Personal selling- In this Marks & Spencer can sale their products by
using personal selling so that it will create a great impact on the
customer mind.
 Sales promotion- This technique is followed by Marks & Spencer to
enhance their profitability and sales in Angola market.