Research Project: Strategic Marketing and M&S Value Creation

This research project delves into the critical role of strategic marketing in fostering organizational value, with a specific focus on Marks & Spencer (M&S) as a case study. The project investigates the background of M&S, its organizational values, and the importance of strategic marketing in enhancing its market presence and profitability. The research aims to ascertain the functioning of strategic marketing in creating organizational value for M&S, identifying specific strategic marketing approaches employed by the company, and determining potential barriers encountered in developing these strategies. The methodology includes a comprehensive literature review, outlining research philosophy, approach, and data collection methods. The findings are analyzed using thematic analysis, and the project concludes with recommendations. The project covers key aspects such as introduction, literature review, research methodology, data analysis, and conclusion, providing a structured approach to understanding the complex interplay between strategic marketing and organizational value creation within the retail sector, specifically focusing on the context of Marks and Spencer.

Research
Project

EXECUTIVE SUMMARY
Strategic marketing introduces to the activities undertaken by an organisation to advertise
their products and services in marketplace. Strategic marketing is important part for an enterprise
in development of its values. For this dissertation M&S is chosen British multinational retail
organisation. Along with this, there are some objectives for preparing dissertation on topic of
strategic marketing and its importance in creation of organisational value. These objectives
mainly related with role of strategic marketing in creating value for Marks and Spencer, different
strategic marketing approaches that are used by Marks and Spencer and barriers that can be
found by Marks and Spencer while developing the strategic marketing strategies. In order to
achieve these objectives different steps have been used by researcher such as development of
aims and objectives, literature review, research methodology, data analysis and interpretation,
conclusion and recommendation. Along with this, section of literature review has been done with
the help of author's point of view. Research methodology is another section which have been
completed with the assist of different methods including research philosophy, research approach,
data collection methods, data analyse methods etc. All these are useful methods which will
support an investigator by giving actual data about the study. Data analysis have been done with
the use of thematic analyse. Finally, conclusion and recommendation chapter have been done for
achieving aims and objectives of research in systematic manner.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
Topic - Role of strategic marketing in creating organisational value..............................................1
Chapter 1. Introduction....................................................................................................................1
1.1. Research background...........................................................................................................1
Background of Organisation...................................................................................................1
1.2. Research aim and objectives................................................................................................2
1.2.1. Research Aim...............................................................................................................2
1.2.2. Research Objectives.....................................................................................................2
1.2.3. Research questions ......................................................................................................3
1.3. Dissertation structure...........................................................................................................3
Chapter 2. Literature review and evaluation....................................................................................5
Role of strategic marketing in creating value for Marks and Spencer........................................5
Different strategic marketing approaches that are used by Marks and Spencer.........................8
Barriers that can be found by Marks and Spencer while developing the strategic marketing
strategies....................................................................................................................................12
Chapter 3. Research methodology.................................................................................................15
3.1. Research philosophy..........................................................................................................15
3.2. Research Approach............................................................................................................15
3.3. Methodological choice.......................................................................................................16
3.4. Research strategy...............................................................................................................16
3.5. Research design..................................................................................................................16
3.6. Time horizon......................................................................................................................16
Covered in Appendix ...............................................................................................................17
3.7. Data collection...................................................................................................................17
3.6.2. Sampling.....................................................................................................................17

Covered in Appendix ...............................................................................................................18
3.7. Research instrument...........................................................................................................18
3.8. Data analysis......................................................................................................................18
3.9. Research limitations ..........................................................................................................18
3.10. Research reliability and validity ......................................................................................18
3.10. Ethical consideration ......................................................................................................19
Chapter 4. Discussion of findings and analysis.............................................................................20
Questionnaire............................................................................................................................20
Covered in Appendix ...............................................................................................................20
Chapter 5. Conclusion and recommendations...............................................................................25
REFERENCE ................................................................................................................................28
APPENDIX ...................................................................................................................................32
Gantt Chart ...............................................................................................................................32
SPSS..........................................................................................................................................33
Questionnaire............................................................................................................................35

Topic - Role of strategic marketing in creating organisational value.
Chapter 1. Introduction
1.1. Research background
Organisational values can be described as an important factor for a business organisation
that basically drives the way how to interact with customers, developing communication process
among employees at workstation and more. This directly supports company to expand their
business, attain different goals and helps in improving the value and presence of institution
within specific market. It is being analysed that, organisational values cannot be taken as a
simple descriptions of how work is being done within the company. Instead of this, it is the
responsibility of individual (manager), to develop positive environment where every single
individual who is performing within the company, customers and government to carry positive
thinking towards the company. This could easily be done through creating a much more
challenging and collective behaviour among staff members and this could easily be done through
creating a much more positive organisational culture (Andriof and Waddock, 2017). Here,
developing effective strategic marketing for the company's product could help improving the
organisational values amongst customers. On the other side, it can also be said that organisations
like Marks and Spencer would require to improve the overall performance level in order to
sustain within the market for a longer period of time. In present context, there are a range of
strategic marketing approaches like taking in use of social media, blogging, leverage influencing,
using Facebook ads with re-targeting and so on. With the help of this, Marks and Spencer could
easily strengthen its culture through shaping the behaviour along with standards as well. This
will lead M&S to improve its presence and goodwill through developing organisational values
with the help of strategic marketing (Armstrong and et. al., 2018).
Background of Organisation
Marks & Spencer Group plc, mainly known as M&S was found in the year of 1884.
Michael Marks and Thomas Spencer were the two business partners that launched M&S and
present company is majorly known as British multinational retailer and headquartered in
Westminster, London. If it is talked about products or services, which are offered by them to
targeted customers then, they are offering high quality home, clothing along with food products.
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Here, organisation is also listed within London Stock Exchange. Organisational values of Marks
and Spencer is basically committed towards core values in regards to the innovation and integrity
that helps business to improve overall performance level and develop positive environment as
well for both customers and for staff as well. Company has also made interactions with its
customers, partners and staff and this directly aid M&S in promising them to enhance their lives
through contributing towards their requirements every single day (Azar and Ciabuschi, 2017).
Basically, strategic marketing helps an organisation to reach to new heights within the business
market but if it is thought in an internal way, this type of approach also builds skills among
employees of Marks and Spencer. Through this, maximum benefits can easily be gained by staff
members in order to become much more fruitful to the business organisation. It can also be said
that it is much required for Marks and Spencer to keep its focus on enhancing skills and this
could be done through both on table and of table training sessions from time to time.
1.2. Research aim and objectives
This section of investigation basically consists with both aim and objective on chosen
topic. Basically, the whole research stays around to the aim and objectives that are built by
investigator in order to investigate the research in much effective and efficient manner
(Cacciolatti and Lee, 2016). In present context, research has chosen the investigation how
strategies marketing basically creates positive organisational values for Marks and Spencer and
these are given underneath:
1.2.1. Research Aim
The aim of present research is “To ascertain the functioning of strategic marketing in
creating organisational value. A case study on Marks and Spencer.”
1.2.2. Research Objectives
 To understand the role of strategic marketing in creating value for Marks and Spencer.
 To measure the different strategic marketing approaches that are used by Marks and
Spencer.
 To determine the barriers that can be found by Marks and Spencer while developing the
strategic marketing strategies.
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1.3. Dissertation structure
Structure, which is being followed in existing investigation is given in the presented
table:
Introduction This is the first phase, where both aim and objectives are basically being
developed that aid researcher in pulling out favourable outcomes on the
chosen topic and area. Without considering this, researcher cannot develop
the investigating report because both aims and objectives are the crucial part
which basically develops the base for the whole research (Carayannis,
Sindakis and Walter, 2015).This is being considered as a chapter, which
basically helps researcher in creating the base of an authentic investigation. It
can be said that, if aim of a particular research is not being developed
specific then it is may be possible that whole investigation might get
completed in a general way. Here, the investigator is going to keep its focus
on creation of organisational value, which is required for a business company
to improve the overall performance level while operating business at
domestic or international level (Agrawal and Rahman, 2015). Here,
developing an effective and efficient strategic marketing could help the
business company to develop effective outcomes in regards to creating
positive organisational value amongst customers. Therefore, it can be said
that formulating right strategy to market products is often leads a company
like Marks and Spencer to enhance the profit margins, organisational values
and so on.
Literature review
and evaluation
Other crucial phase of an investigation, where the researcher basically take in
use of secondary data and collects the information in regards to the chosen
topic. Basically this section helps investigator in in finding out much more
in-depth knowledge on the topic on which researcher is performing the
investigation or research. Wrong choices of articles, books and other
secondary sources, tool may be possible that the whole investigation might
go wrong (Chahal and Bakshi, 2015).
Research This is this section where investigator basically takes in use of a type of
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methodology investigation whether qualitative or quantitative. Right selection of different
range of tools like research philosophy, approach, sample size, ethical
consideration, Data collection tools, and more could help researcher in
pulling out favourable outcomes in regards to the chosen topic. In present
context as well in order to identify the role of strategic marketing for creating
value for a business organisation this factor of the investigation will be
playing a crucial role because it will directly help investigator in in
enhancing The authenticity and reliability of all the sources in regards to the
chosen topic (Chen, Preston and Swink, 2015).
Discussion of
findings and
analysis
Another section which can be considered as one of the element which while
conducting an investigation. It has been analysed that, this section basically
does the interpretation part of the collected data. And after that investigation
basically reach to a position where analysis is being done of the collected
data from the secondary and the data which has been pulled out by
researcher with the help of primary research (Donate and de Pablo, 2015).
Just when the interpretation and analysis section reaches to an end the
discussion part starts where researcher basically puts his findings in regards
to the subject which has been taken as a topic in investigation. The same is
going to get happen in present investigation as well, where is searching will
collect the information from respondents with the help of a questionnaire and
then and the analysis, interpretation and discussion section will take place.
Conclusion and
recommendation
s
This can be taken as the last section, where both conclusion and
recommendation section takes place. With the help of the section
investigative basically reaches to an end of whole investigation. Just after
concluding, it is the responsibility of researcher to recommend on the chosen
topic, in order to pull out favourable outcomes and to give better
understanding to others like readers, scholars and many more other peers
(Fraj, Matute and Melero, 2015).
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Chapter 2. Literature review and evaluation
A literature review is a reproducible method which will be followed by researcher for
evaluating accurate and detail information regarding the study. It is a comprehensive summary
and accurate information of previous investigation on a specific topic (Galpin, Whitttington and
Bell, 2015). Literature review surveys books, scholarly articles and many other sources relevant
to a specific field of study. There are different objectives of literature review such as it
synthesises the data into a summary, it presents the literature in an organised way, helps in
identification of gaps in previous study etc. All these are main objectives of literature review
which will help an investigator in completion of investigation in systematic and detail manner.
This section of research is most important which will assist an investigator to achieve research
aims and objectives in accurate manner.
Role of strategic marketing in creating value for Marks and Spencer
According to Barone, 2019, marketing strategy introduces as an overall plan of an
organisation for reaching people and moving them into clients of the service or product that the
company provides. organisational values are said to be different core ethics or principles that a
company has to follow even in bad or good working conditions. Over time, it can be said that
organisational values has helped companies in understanding both positive and negative aspects
for themselves. These values basically covers both operations and culture at the same time and
these are required to be understood in order to perform the business in an ethical manner. If it is
talked about Marks and Spencer, there were many cases came in front which affected
organisational values like Green Washing practice and many more.
On the other hand, Strategic marketing can be considered as a method that helps a
company like Marks and Spencer to differentiates itself from its competition through focusing
upon uniqueness and offering individuals with proper detailed information in regards to the
company or of its products and services (Grant, 2016). Basically, goal of strategic marketing is to
make a business organisation like Marks and Spencer distinctive from its rivals considering the
consumers’ perspective. This could directly help Marks and Spencer in developing unique
organisational values where staff could perform within an environment filled with full of
motivation.
According to Swaim, 2013, strategic marketing introduces as an essential process
consisting of: market competitive, analyzing environmental and business factors that affect on
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organisation and its business unites. It will help an enterprise in identification of its threats and
opportunities and forecasting future trends. Strategic marketing is an identification of one or
more sustainable competitive benefits an organisation has in the markets it serves and allocation
of useful resources to exploit them.
There are different strategy of marketing such as product development, market
development, market penetration and differentiation. All these are essential and effective strategy
which will help an organisation by increasing its value in marketplace. Under product
development, company introduces new products in existing market by using different types of
modern promotional techniques such as internet marketing, Word of mount, paid advertising etc.
All these are effective types of strategic marketing which will directly support M&S by
improving its importance and values in customer's mind and in marketplace also. In case of
market development, company introduces its existing products in new market which will assist
an enterprise in its growth and success at international level (Junni and et. al., 2015). For this
company need different types of marketing such as social media, Instagram, Facebook etc. In
case of market penetration, company introduces their existing products in existing marketplace.
For this company also require some form of marketing such as E-mail marketing, Content
marketing, social marketing etc. Therefore, this type of marketing strategy will also help M&S
by improving its market position and brand value in marketplace. At last, under differentiation
strategy company has to introduces new product in new market. As, all these are useful strategy
of marketing which will directly aid M&S by enhancing its values and customer's trust towards
specific brand. Along with this, all these strategy will also support M&S by improving its
financial and employee value. Apart from this improved employees and financial value will
support an organisation in its growth and development within given time duration. Proper
channels and strategy of marketing will support an enterprise by maximising customers base and
enhancing their their market position.
Strategic marketing refers as an identification of strengths within an enterprise which
assist them in differentiating itself from the rivals. Strategic marketing play an effective and
important role in M&S as it aid them in accomplishing its goals and objectives by utilizing its
scarce or different resources effectively (Karimi and Walter, 2015). Optimum utilisation and
allocation of resources helps an enterprise in maximising its competitiveness and sales in
effective manner. It helps M&S in enhancing its effectiveness and capability from the challenger.
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Such type of marketing confirms that the accurate materials are being selected for the
manufacturing of products or services (Lovelock and Patterson, 2015). Along with this, strategic
marketing also confirms that the manufacturing are going according to the needs and wants of
customers. Process of strategic marketing supports an enterprise to reach its target market and
target customers with the allocation of their marketing mix resources such as product, price,
place, promotion, people, process and physical evidence. According to the Anastasia, 2015,
strategic marketing process includes three steps which are explained below:
Planning phase: It is a first step of strategic marketing process which also consist of
three steps i.e. situational analysis, market product focus and goal setting, and marketing
programme. All these are important parts which will help M&S by improving its values or
importance in customer's mind. In situational analysis, SWOT analysis will supports M&S in
improving its strengths, ascertaining its weakness, grabbing opportunities and overcoming
threats that can negatively impact on organisations environment. Along with this, product and
marketing goals are determined then it choose the target audience with the assist of market
segmentation (Karjaluoto, Ulkuniemi and Mustonen, 2015). Apart from this, marketing program
is last stage of planning phase which consists marketing mix i.e. place, product, promotion and
price are created and then the accurate budget is being equipped with the support of estimation of
profits, expenses and revenues.
Implementation phase: It is another phase of strategic marketing which consists of 4
steps such as designing marketing organisation, finding resources, executing marketing program
and developing schedules. All these phases are important for M&S to attract large number of
customers and gain competitive advantages within given time period (Kirchoff, Tate and
Mollenkopf, 2016).
Concept phase: It is a last process of strategic marketing which will help an organisation
to compare its outcomes with the plan in order to analysis changes that have been happened.
Proper identification of changes will assist M&S by increasing its sales and performance in
marketplace and in the customer's mind (Kohtamäki and Partanen, 2016).
Different strategic marketing approaches that are used by Marks and Spencer.
According to the Davies, 2011, strategic marketing is the useful way an organisation
differentiates itself from its rivals by capitalising on their strength to give better value to clients
than its challenger consistently. On the other hand, Anastasia, 2015, strategic marketing refers as
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