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.
1

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.
2

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
3

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).
4

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
5

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.
6

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
7

an effective process of planning, creating, implementing manoeuvrers in order to get a
competitive benefits in chosen niche. This process is most essential and useful to outline as well
as modify a direct map of an organisation's objectives.
There are different approaches of strategic marketing such as paid advertising, cause
marketing, relationship marketing, undercover marketing, word of mouth, internet marketing,
transactional marketing, diversity marketing etc. All these are introduces most effective approach
of marketing which will support an organisation to introduces their products and services in
marketplace. All these strategies are determined as under:
Paid advertising: According to the Press, 2019, This type of strategy includes different
approaches for marketing. As it will help an enterprise to promote their goods and services in
marketplace through traditional approaches such as print media advertising and TVCs. If Marks
and Spencer use paid marketing they can select their audience according to demographics like
language, location and device. It will help an organisation to promote their products or services
and attract large number of customers within given time duration. On the other hand, if an
organisation aren't monitoring and optimising its campaign to make sure they get a return on
investment could be wasted. As it will take more cost of M&S which is negatively impact on
business.
Cause marketing: This type of marketing mainly related with the organisation's products
and services to a social issue or cause. This marketing will support an enterprise to identify
social issues and also ways for overcoming that cause (Kotler and et. al., 2015). If M&S use
cause marketing which will help them by increasing customer loyalty and its brand image which
will further leads to maximise their sales and the bottom line. On the other side, cause marketing
adding financial and time investment to the regular marketing activity tab. As it will negatively
influence on business activities and functions of M&S.
Relationship marketing: It is another kind of marketing which mainly emphasised on
customer building (Lee and Olson, 2016). Relationship marketing helps an organisation by
improving existing relationship with clients and also enhancing customer loyalty. With the help
of this marketing M&S can easily increase strong relation with customers and also attain
competitive advantages within given time period. According to the Gaille, 2016, If M&S follow
relationship marketing positive experience assist them to develop vital positive one-on-one
marketing. It is important for company by creating personal connections with customers. On the
8

other hand, there is also drawbacks of relationship marketing such as new customers are treated
as a secondary commodity, negative information can ruin a relationship marketing campaign, it
can require a culture change etc.
Undercover marketing: This kind of marketing strategy basically emphasis on marketing
or advertising the product or service while clients remain incognizant of the marketing strategy.
This marketing approach assist M&S to increase awareness about the business strategy among
customers (Lengnick-Hall and Beck, 2016). Undercover marketing is a relatively low cost
marketing tool as compare to other strategies. As it will help M&S to use such type of marketing
and gain better outcomes by saving their cost. On the other side, by following this marketing,
company require more time which will impact on its operations in negative manner.
Word of mouth: This strategy completely relies on what impression company leave of
people. This marketing is apply when a customer's interest in a business's service or products is
reflected in their routine dialogs. It is important kind of marketing when an organisation provide
quality services and products to consumers, it is likely that an enterprise promote you (Lewis,
2019). According to the Kokemuller, 2018, If M&S apply Word of mouth marketing they can
achive different advantages such as low cost, credibility etc. Therefore credibility is one of the
main benefit of such marketing as compared to other marketing. On the other side, main
disadvantage of word of mouth for M&S is company have limited control over the messages. If
a consumer has a very unfavourable experience with business product or service, customer will
likely share it with others.
Internet marketing: It is also called cloud marketing which is mainly happens over the
internet. This marketing support M&S to promote or advertise their products and service over the
internet. It is essential type of marketing which will assist an organisation to save their time and
attract large number of customers within given time duration (Lovelock and Patterson, 2015).
According to the Saulnier, 2019, there are different advantages of internet marketing for
M&S if they use such as lower cost, global audience, reliable technology etc. All these are
biggest advantages which will support an organisation to promote their products over the
internet. As it will not require more time and cost of company which will further helps them by
improving its brand image in marketplace. On the other side, there is also disadvantages of
internet marketing if they use such as face-to-face contact is limited, marketing complexity etc.
9

Diversity marketing: This form of marketing caters customers by customizing as well as
integrating various types of marketing strategies. Diversity marketing includes various aspects
such as beliefs, attitudes, cultural, views and many other specific requirements (Martín-de
Castro, 2015). Diversity marketing include using various methods or marketing channels to
appeal to different groups based on ethnicities, races, cultural differences, genders, religious
beliefs, and more. As it will help them to communicate each information about the products to
their customers. This marketing helps an organisation by increasing opportunities, diversifying
job candidates and diversifying business opportunities. Along with this, there are no drawbacks
of diversity marketing. As it is useful for M&S to must follow and achieve better results within
given time duration.
According to the Hitesh Bhasin, 2019, M&S believes in full-on marketing strategy and
has aligned itself with every achievable tools. Company has adopted both below-the-line and
above-the-line strategies in order to make their presence felt. Company also has in-store strategy
that directly support them in advertising its products and services through its outlets. Favourite
promotional medium of M&S is online and its advertise heavily through its own websites. In
addition, loyalty program sparks is also consider best type of marketing approach which will
support them to advertise their products in marketplace. Along with this, Marks and Spencer has
followed social media marketing to advertise its new electronic product and service to their
customer of the United Kingdom. For this, they spend random emails to its clients as well as
circulated its promotions on Instagram, Twitter and Facebook on continuous basis.
Therefore, M&S selects its marketing strategy or tool more carefully so as to adjust its
advertisement campaign with in-store marketing and digital marketing. Along with this,
company focuses to give a common message or information on entire medium of
communications. For this, company uses mobile ads, TV ads, print media and many other useful
social media campaign. M&S follows its own websites in order to promote or advertise its
product, clothes for kinds, men and women (Murphy, Arenas and Batista, 2015). Clients of M&S
can find fashion tips and blogs on its website. Company also advertise its season sale to their
loyal clients by providing them special offers or discounts. Marks and Spencer also run an
effective loyalty program such as Sparks, it adds point to the client's account according to money
spend on shopping. Company also promote their products and services on radio, hoardings,
billboards, television channels, newspapers and magazines. All these are useful ways of
10

promotion which will help an enterprise to easily advertise their products to the customers and in
marketplace.
Effective marketing strategy is essential part for the development and success of an
organisation. As it will assist M&S to promote their goods with the help of different marketing
tools such as social media, Facebook, Twitter, Instagram, LinkedIn etc. All these are effective
and important parts of marketing which will support an organisation in its success and
development at national as well as international level (Nonaka and Toyama, 2015). It will
support an organisation to accomplish long term goals and objectives within given time duration.
Apart from this, internet marketing is also applied by an enterprise to attract large number of
customers by providing accurate and reliable information about their products or brand.
11

Barriers that can be found by Marks and Spencer while developing the strategic marketing
strategies.
According to the Jennifer Faull, 2019, M&S overhauled its marketing strategy or tactic
last year to emphasis more on investment and product into social and digital platform, rather than
blockbuster TV ads. It is a right decision which is says by chief executive of Marks and Spencer
namely Steve Rowe, but supply chain and availability problem plagued its growth over the
festive time period. A trading modify for the 3nd quarter revealed a like-for-like product sales
reduce of around 2.1 percent and a home & clothing sales decline of 2.4%.
While developing strategic market strategies, different difficulties related to market
conditions have been faced by M&S, aside from supply chain issues, Steve Rowe said that a
different number of well published market conditions issue is impacted their performance. This
issues; reduced consumer confidence, black Friday, mild weather and widespread discounting by
challengers in November. Marks and Spencer stepped rearward from black Friday
advertisements and decreased promotional activities by 37% and put approximately 25% less
stock into the sale (North and Kumta, 2018).
Along with this, there are some challenges or barriers which will be investigated by M&S
while developing marketing strategy in marketplace. It includes lack of resource, capital, time,
unknowledgeable workforce, technological issue, social issue etc. All these are major challenges
which will negatively impact on M&S and its operations. All these issues are determined as
under:
Lack of time: It introduces one of the main challenge which will found by M&S while
implementation of marketing strategy. Time is important and essential part for the success and
growth of company (Ocasio and Radoynovska, 2016). Along with this, while development of
different marketing strategy such as social marketing, internet marketing, one stop marketing etc.
proper time will be needed by company. As lack of time will negatively effect on business
performance as well as its growth at marketplace. In order to developing the strategic marketing
strategies is lengthy process which will take more time of M&S.
Unknowledgeable workforce: It is another main issue which will be found while
development of strategic marketing tools (Opresnik and Taisch, 2015). Lack of knowledgeable
employees not have any idea about how to launch and use technology within and outside of the
company. As it will negatively effects on performance and profitability of M&S. In
12

implementing the strategic marketing strategies, M&S require knowledgable workforce which
will take more cost of an enterprise.
Lack of communication: Communication is another biggest issue in development or
implementation of below-the-line, above-the-line strategies and different marketing strategies.
Improper communication increase conflict and misunderstanding among employees which will
directly effect in launching of marketing techniques in marketplace (Pearlson, Saunders and
Galletta, 2016). Along with this, inaccurate communication between company and employees
will influence on business by increasing employee's turnover and reducing sales of Marks and
Spencer. Lack of communication is major barrier which will impact on M&S by increasing
misunderstanding and conflict among employees while development of marketing strategy.
Social issue: It is another kind of issue which will negatively influence on Marks and
Spencer while implementation of strategic marketing strategy. Inaccurate knowledge about
customer's needs and wants in regards to development of marketing strategy will impact on
M&S by reducing trust and loyalty of customers. As it will also effect on business by decreasing
its performance and goodwill in marketplace as well as in mind of customers (Pedersen,
Gwozdz and Hvass, 2018). If M&S not aware about the marketing conditions and customer's
needs, development of marketing strategy is negatively impact on its business operations and
success. Consumers’ concept within the marketplace has transformed; they do not cognisance
British goods as of high or better quality. There is a placement in demand for more stylish
clothing. Furthermore the price sensitivity of large number of consumers has maximised leaving
Marks and Spencer in a less competitive position. As it will also impact on an organisation while
implementation of marketing strategy in marketplace.
Insufficient amount of capital: In order to provide training to those employees who have
lack of knowledge about the technology, company need accurate amount of capital. Accurate
amount of fund will be needed by M&S by developing on-the-job and off-the-job training. As
this types of training will support an organisation in increasing skills and knowledge among
employees. Knowledgeable employees supports an enterprise in its success and growth at
national as well as international level (Piercy, 2016). In order to develop marketing strategies
within an organisation, sufficient amount of capital will be require by M&S. If they not have
accurate amount of fund it will negatively effect on business growth and success.
13

Political issue: This issue mainly related with globalisation. For example: as M&S
decide to lunch strategic marketing strategy at international level, government's rules and
regulation negatively impact on company. Rules and regulations of each country is different
which is not possible for every organisation to properly follow those legislation. As it negatively
impact on company and its performance at international level (Ralston and et. al., 2015). While
development of marketing strategy, M&S must have to follow every rules and regulations of
government. If they not follow all regulations, it will negatively impact on Marks and Spencer by
increasing government interference, decreasing brand image etc. European Committee decision
to permit free flow of commerce among themselves and other nations under foreign trade
regulations creates organisations to import their goods over time period easier than before. Marks
and Spencer challenger took benefit of its high cost structure as well as bit off few its market
share. As political issue is highly impact on business while development of marketing strategy.
Economic issue: The economic condition of nation also have the impact over the
selection of the marketing strategies of M&S. M&S is multinational organisation having
operation worldwide. The major operation of organization is present in developed nations. But
also the organisation operates business activities in many developing nations. Working in such
nations creates the difficulties for an organisation as they have to cope up their strategy in
accordance with situations present at nation. The major impact over the selection of any strategy
is ascertained due to presence of bad economic situation (Moutinho and Vargas-Sanchez, 2018).
This has two fold impact over the marketing strategy of M&S. In this case they have to focus on
the arrangement of funds for them selves along with consideration of the economic situation of
target market because they can't afford any discrepancies and unusual use of funds along with
non deliverance of the actual message of the organisation. It makes the task difficult for the
management of the M&S as they have to change in the organisational structure and follow out
of the line policies to deliver their messages in target market (Felix, Rauschnabel and Hinsch,
2017). M&S challengers are specialised in niche markets and customers’ emphasis which make
them to give a much better customers satisfaction. They like to import their goods from
international for cost savings, this fact puts Marks and Spencer in a cost disadvantage or
challenge for a perceived “higher quality”.
14

15

Chapter 3. Research methodology
3.1. Research philosophy
There are different parts of Research philosophy but positivism and interpretivisim
are effective philosophies. In order to analyse role of strategic marketing in creating
organisational value, interpretivisim philosophy will be applied. As this type of philosophy
assist a researcher by giving reliable data according to the given topic (Sparrow and
Makram, 2015). Interpretivisim philosophy is most essential for researcher because it not
take more time and provide qualitative information about the topic. On the other side, there
is positivism philosophy which will not useful about the current study because it require more
cost as well as time of researcher.
3.2. Research Approach
When an investigation is carried out by a researcher their main aim is to gather
information from internal and external sources for finding solution to a specific issue. A research
is systematic procedure which include planning, time incurred as well pilot testing which help in
conducting a research. Many investigator uses various approaches while operating an experiment
like deductive, abductive and inductive research for assessing collected information. A deductive
reasoning is defined as step by step systematic procedure which include theory, hypothesis,
confirmation and observations (Terho and et. al., 2015). An analyst uses this top-down approach
on basis of some theories which were introduced by profounder to draw final conclusions. An
inductive reasoning is opposite to deductive it follows bottom-up approach where researcher
perceives all activities that are taking place while conducting an investigations for conclusions.
The main advantage of inductive and deductive approach is that there are high probability of
finding solutions to problem, providing wider area for conducting surveys and are less time
consuming. Most of the researchers, uses more cost while implementing investigations in respect
of drawing conclusions, thereafter a structure is been designed to estimate strength of sample
population that have given their responses for analysing surveys. This type of approach could be
used by researcher in pre forecasting what would be the viewpoints of target sample when an
investigations takes place. A proper planning is been done when surveys have to be conducted
like questionnaires are designed in systematic manner where analyst accurately perceives
single expressions of observant who agrees to give their feedback on specifics problem which
16

helps in finding solutions. When talking about present case study of Marks and Spencer, analyst
taken inductive approach for identifying the perceptions of workforce in context with given
topic which help in planning and introducing marketing strategies for creating a value which
staff has to adapt while working in the organisation. Inductive approach of research will be
use by researcher. As it will support an investigator by providing accurate detail or
information regarding the current study. This approach not take more time of researcher
and provide better outcomes for current study.
3.3. Methodological choice
In order to select research there are basically two types of investigation which is
qualitative and quantitative. Both are identify effective type of research but according to current
investigation quantitative research will be applied by researcher. With the help of this research,
close-ended questions will be prepared by researcher (Thompson, Strickland and Gamble, 2015).
As quantitative research is most essential method for researcher by providing information in
actual number of data. On the other side, qualitative research is not useful according to the
current investigation because it require maximum sources of investigator as compare to
quantitative research.
3.4. Research strategy
It is another important part of research methodology which will support an investigator
by providing appropriate data about the research. This section of methodology will be divided
into different parts such as inductive vs deductive, type of qualitative, type of quantitative,
questionnaire, observation, case study etc. All these are effective types of research strategy but
according to the current report, type of quantitative research such as close-ended questionnaire
will be applied (Tidd and Bessant, 2018). As it will help them by giving reliable information
regarding the importance of strategic marketing in creating organisational value of M&S.
3.5. Research design
The entire activity of investigation is depend on research design which is used by
investigator for analysing the impact. Research design will be divided into three section which is
exploratory, experimental and descriptive. According to the current study, descriptive design
will be applied and it's more suitable for deriving conclusion in effective manner
17

(Vecchiato, 2015). This design will also assist an investigator to complete each activities of
dissertation in systematic manner.
3.6. Time horizon
For identifying starting and ending time-horizon for completion of research, Gantt chart
is consider most useful tool. As it will support an investigator to identify accurate time period for
completion of each activities of research (Hollebeek, Conduit and Brodie, 2016). In this chart
different number of activities have been included which are shown as under in graph format:
Covered in Appendix
3.7. Data collection
This is been considered as one of the crucial element of research methodology section for
any type of dissertation or research. Basically there are two types of data collection tools stays
available for investigators. It is the responsibility of investigator to keep its focus on taking the
best tool in use while focusing upon gaining authenticity on the chosen subject (Wilden and
Gudergan, 2015). For a research both, primary and secondary approach is being taken in use and
these are comprehended beneath: Primary research : This type of data collection tool basically brings authenticity within
the information which is being gathered by investigator. Collection of data is been done
with the help of different tools like questionnaire, survey, focus group, and many more.
In order to collect the information and regards to the strategic marketing and its impact
upon developing organisational value of Marks and Spencer, investigator has chosen
questionnaire as it is the best tool for collection the data in a short span from a number of
respondents. Secondary research : this type of Data collection tool basically helps in gathering the
data with the help of different media's like social media, other online sites, journals,
books, and many more. With the help of this, investigator not required to spend too much
of time in collecting the data but there is a higher possibility of lower than density on the
data which has been utilised by the investigator on the chosen topic reaches role of
strategic marketing in enhancing the organisation value of Marks and Spencer.
18

3.6.2. Sampling
Another crucial element within the research methodology, which helps in selecting the
respondents as per the requirements of topic (Wu, Straub and Liang, 2015). There are two types
of sampling method which is probability and non-probability. Both are essential type of sampling
which will help an investigator in selection of respondents out f total population.
From the above given chart, it has been determined SPSS is an important and effective
system used by investigator to select sample size from total population. There are two types of
sampling methods such as probability and Non-probability. According to the current
study, probability sampling will be use by researcher. Along with this, SPSS method is used
to select sample size on random basis. Main rational behind selecting probability sampling
is it not require more time and cost of an organization or researcher. According to this
graph, type of probability sampling such as random sampling method will be applied because it
not need more time, capital and resources of investigator (Carayannis, Sindakis and Walter,
2015). Total population is 500 in which 207 participants randomly selected by the investigator.
Along with this, this chart support an investigator for selecting 207 employees of Marks and
Spencer.
Covered in Appendix
3.7. Research instrument
There are different number of research instrument for collecting appropriate data from the
respondents. This data mainly related with the importance of marketing strategies in
enhancement of organisation value (Cacciolatti and Lee, 2016). Questionnaire, survey,
observation, case study etc. are known as most effective type of research instrument. All these
are essential but according to given study, close-ended questions will be applied. As this type of
questions helps an investigator by providing accurate and reliable information regarding the
study.
3.8. Data analysis
Data analysis will be done with the help of thematic analysis. In this case various number
of themes will be developed on each close-ended questions. As it is important and essential for
researcher to analysis accurate information about the role of marketing within an organisation in
easily.
19

3.9. Research limitations
There are so many limitations or issues which are witnessed at the period of executing
investigation. One of the main issue is the time because for completing this dissertation accurate
time period will be require of researcher (Chahal and Bakshi, 2015). Along with this, there are
another different limitations faced by researcher while formulation of research aims and
objectives, implementation of data collection methods, selection of sample size and lack of
previous studies in the area of research.
3.10. Research reliability and validity
Validity as well as reliability of the research is wholly depend of close-ended research
questions. It is a part of questionnaire which will support an investigator by giving real and valid
data according to the significance of marketing strategies for an organisation (Chen, Preston and
Swink, 2015).
3.10. Ethical consideration
This is another important part of research which is most essential for researcher to follow
and completing research in ethical manner. Ethical consideration in investigation are critical.
Ethics are identify as a standards or norms for organise that differentiate between legal and
illegal. They assist to identify the difference between acceptable and unacceptable behaviour of
researcher. Ethical problem must be carefully managed throughout the investigation, particularly
during the accumulation and analysis of the information. The objectives and purpose were
clearly determined to the participants of the research. Participants involved in the investigation
voluntarily and were provided the choice of withdrawing from the research wherever they
desired. It was also check that confidentiality was managed for the individually identifiable data
of the respondents (Donate and de Pablo, 2015). Also, the close-ended questionnaire was coded
by the investigator in such manner that the respondent's actual identify could be invisible. In
addition, aggregation of accurate response in this investigation check information confidentiality
and anonymity. All these are main principles of research ethics which must be follow by
researcher. As it will help them in completion of investigation in ethical and accurate manner.
20

Chapter 4. Discussion of findings and analysis
This is another important chapter of dissertation which will helps investigator to collect
reliable and valid information regarding the significance of strategic marketing in enhancing
organisation value (Fraj, Matute and Melero, 2015). Under this section close-ended questionnaire
will be prepared for asking 15 questions to 207 employees of Marks and Spencer. Along with
this findings and analysis will be based on questionnaire which will helps an investigator to
gather accurate data about the topic. Data analysis will be based on thematic analysis. In this
different number of themes will be created on each close-ended questions. As it will support an
investigator to analysis appropriate and accurate data regarding the current topic. Marketing is
more essential and important for an organization to use and advertise their products and services
in marketplace and to the customers. There are different ways through which Marks and Spencer
can easily market and advertise their products and service. Social media, Instagram, Facebook
etc. Apart from this, M&S emphasizes to give a common information on entire medium of
communications. M&S uses print media, mobile ads, TV ads and other social media campaign.
All these are best ways which will support an enterprise to advertise their products and gain
competitive advantages within given time duration. Company also advertise its season sale to its
potential as well as loyal clients by providing them special discounts. Marks and Spencer also
runs a particular loyalty program which name is ‘Sparks’. This program adds points to the
client's account on the basis of sum of money spent on shopping. Such type of reward points can
then be spent on upcoming purchases from M&S stores. With the help of questionnaire, M&S
can easily identify importance of strategic marketing in enhancement of its organizational value.
Questionnaire
Covered in Appendix
21

Discussion of findings
Theme 1: Knowledge about the concept of strategic marketing
Interpretation: This Pyramid has been interpreted awareness about the strategic
marketing among employees of Marks and Spencer. 180 out of 207 respondents have accurate
knowledge regarding the phenomena and importance of strategic marketing within an
organisation. On the other side, remaining 27 employees of company not have any idea about the
concept and significance of strategic marketing in context of an organisation.
Theme 2: Marketing strategy used by company
Interpretation: This graph has been concluded types of marketing strategy used by an
organisation for advertising their products and services in marketplace. 80 out of 207 workers of
M&S have idea as word of mouth is most effective type of strategic marketing which is used by
company for advertising features and quality of their products. 90 respondents have knowledge
as internet marketing is effective form of strategic marketing which will support an enterprise by
saving its time and attracting large number of customer in minimum time period. Remaining 37
employees have opinion as paid advertising is significant way for an enterprise to promote their
goods and services to the customers and in the marketplace.
Theme 3: Role of strategic marketing
Interpretation: According to above mentioned Pyramid, role of strategic marketing have
been explained in accurate manner. 180 out of 207 workers within an organisation have positive
opinion regarding the role or importance of strategic marketing. On the other side remaining 27
employees have negative idea about the same concept. As strategic marketing is essential for
M&S in advertisement of its products and service without wasting any time or cost.
Theme 4: Positive impact of strategic marketing
Interpretation: This chart has been determined positive impact of strategic marketing for
growth and success of M&S. 90 out of 207 workers of M&S have idea as with the use of
strategic marketing, Marks and Spencer easily increase customer base. 80 workers have opinion
as with the help of strategic marketing company can improve their brand image. Remaining 37
members of an organisation have idea as strategic marketing will help them in maximisation of
its sales and profitability in marketplace.
Theme 5: Negative effect of ineffective marketing strategy
22

Interpretation: This graph explained negative impact of ineffective marketing strategy
for M&S. In this 37 employees of company have view as negative customer reviews are more
harmful for growth and success of company. 100 workers have opinion as marketing strategy
highly time consuming for M&S. Remaining 70 respondents have idea marketing tools track
Negative or Misleading Statements which will negatively effects on sales and profitability of an
enterprise.
Theme 6: Factors to be consider while formulating marketing strategies
Interpretation: This pyramid helps in identification of useful factors while formulating
marketing strategies. 50 employees of an organisation have opinion as customer demand is major
factor because without this, they can not formulate marketing strategy. 70 respondents have
knowledge as competitors strategy is effective factor for implementation of marketing
techniques. 40 workers have opinion as market demand is most essential aspect which will
support M&S in development of marketing tools. Remaining 47 workers of an organisation have
view as government standards is useful factor for Marks and Spencer in formulation of
marketing strategy in an effective and efficient manner.
Theme 7: Different strategic marketing approaches
Interpretation: From the above data, it has been determined marketing strategy used by
M&S in advertisement of its products or service. 40 respondents have idea as hoarding is a type
of marketing tactic which is applied by M&S in promotion of its products. 60 workers have
opinion as Billboards has been used by company for advertising their products. 50 respondents
have idea as television channels is essential. 30 have view as Below-the-line strategy has been
applied by M&S which will helps in advertisement of its clothing products. Remaining 27
respondents have knowledge above-the-line strategy of marketing has been used by organisation
for increasing their values through effective promotion.
Theme 8: Effectiveness of marketing strategies
Interpretation: This pyramid helps M&S by providing growth opportunities related with
the formulation of strategic marketing. 80 employees of company has opinion as creating brand
awareness is essential chance for company to improve their growth in marketplace. 50 workers
have idea as differentiating product is biggest opportunity for M&S to enhance their growth and
success at marketplace. 77 employees have idea as attracting large number of customers is main
23

growth opportunity for Marks and Spencer. As it will help them to accomplish long term goals
and objectives within given time duration.
Theme 9: Barriers that can be found by Marks and Spencer while developing the strategic
marketing strategies
Interpretation: This graph explained issues faced by company while development of
strategic marketing strategy. 30 employees have idea as social issue is main challenge which has
been faced by company. 40 respondents have idea as insufficient amount of capital is major
problem which will negatively impact on business while formulation of marketing strategy. 20
respondents have opinion as political issue is main drawback for company while implementation
of marketing tools. 45 workers have idea as economic issue is major problem which will
negatively effect on development of marketing strategy. Remaining 72 respondents have
knowledge as lack of time is biggest challenge in development of marketing strategy because this
process takes more time of an organisation.
Theme 10: Importance of strategic marketing in promotion of M&S products or service
Interpretation: According to above pyramid has been concluded significance of strategic
marketing is promotion of its product or service to the customers as well as in marketplace also.
190 out of 207 employees of M&S have to agree about such information whereas remaining 17
workers not have any idea about the same.
Theme 11: Strategic marketing support an organisation in creation of its value
Interpretation: This chart has been interpreted effectiveness of strategic marketing for
M&S in development of its organisational value. 160 out of 207 workers who have been worked
in M&S are agree whereas remaining 47 respondents are disagree about the same. As a
conclusion, strategic marketing is important and support an enterprise in development of its
value as well as improvement of its brand image in marketplace and in customer's mind.
Theme 12: Strategic marketing support Marks and Spencer in increment of customer base
Interpretation: Above given pyramid has been concluded effectiveness of strategic
marketing for Marks and Spencer in attraction and maximisation of customer base. 150
respondents have agreed whereas remaining employees disagree about the same statement. As a
whole, strategic marketing is essential part of advertising which will directly help M&S to attract
maximum number of customers and enhance their organisational value in marketplace. As it will
further assist them to attain competitive benefits within given time period.
24

Theme 13: Main distribution channels that exist while marketing the product
Interpretation: Above given data has been explained different types of distribution
channels for company while marketing of its products or service in market. 60 out of 207
respondents have idea as sales team is a main distribution channels which will help an
organisation while marketing or advertising of its product. 50 employees have opinion as internet
is useful way for marketing of business products and services in marketplace. 70 respondents
have opinion as wholesaler is effective mode which is available in marketing and selling of M&S
products. Remaining 27 employees have view as consultant is essential mode for an enterprise in
advertisement as well as selling of business goods and services in marketplace easily.
Theme 14: Strategic marketing supports Marks and Spencer in accomplishment of competitive
advantages
Interpretation: This graph has been concluded significance of strategic marketing for
Marks and Spencer in accomplishment of competitive advantages. 60 employees of company are
strongly agree about the effectiveness of strategic marketing. 120 employees are agree about the
same concept. 20 workers of company are disagree and remaining 7 workers are strongly
disagree. As a whole number of agree employees is high which will help an enterprise in
achievement of competitive advantages easily.
Theme 15: Measure to overcome negative effect of ineffective marketing strategy
Interpretation: It is a type of pyramid which will support an organisation to overcome
negative effect of ineffective marketing strategy. There are different ways through which
negative effect of ineffective strategic marketing can be overcome by M&S. Proper market
research, suggestions from employees and feedback from customers are determined most
effective and essential ways which will helps company to gain better advantages within given
time period.
25

Chapter 5. Conclusion and recommendations
Conclusion:
From the above mentioned information it has been concluded appropriate knowledge
about the strategic marketing among workers of an organisation. Strategic marketing is most
essential and important for an organisation because it will help them in promotion of its products
as well as development of its effective value in marketplace. In organisation, large number of
employees have accurate knowledge about the strategic marketing and its significance. In an
organisation, strategic marketing plays positive role which will further assist an enterprise in its
growth and success at different level. Along with this, strategic marketing plays positive and
negative role in context of business. In positive manner, such type of marketing support an
enterprise in enhancing its brand image, maximising customer base and increasing sales and
profitability. In negative manner, strategic marketing require more time, tracking misleading or
negative statements etc. Therefore, strategic marketing is most essential tool for an enterprise in
development of its positive image or goodwill in customer's mind and in marketplace also.
There are different strategies of marketing which have been used by company such as
hoardings, billboards, television channels, below-the-line strategy and above-the-line strategy.
All these are effective tools of marketing which will support an enterprise in creation of its good
value and also support by providing growth opportunities i.e. creating brand awareness,
attracting customers and differentiating product. These are best possibility for the growth and
success of company within given time duration. Along with this, strategic marketing have also
supported an organisation to achieve competitive advantages and enhance their market image in
mind of customers. Apart from this, strategic marketing in an organisation is more useful and
essential instrument because with the help of this, they can easily attract customer towards
specific product or brand.
Recommendation:
From the above given report, it has been recommended strategic marketing is important
tool for each and every organisation in advertisement of its products and service in market. With
the help of marketing techniques or strategies an organisation is able to attract maximum number
of customers by providing accurate information about the product. As they use different ways of
marketing such as hoardings, television channels, billboards, below-the-line strategy and above-
the-line strategy. All these are useful ways for an organisation to advertise their goods and create
26

strong value in marketplace. There are different ways have been suggested to Marks and Spencer
about how to overcome negative impact of ineffective marketing strategy. Some essential ways
are determined as under:
 Marks and Spencer must conduct proper market research which will help them by
providing accurate information about the customer's needs and wants towards specific
product or service. With the help of market research, company will be able to achieve
competitive advantages and increase their organisational value within given time
duration. Along with this, accurate investigation of market also supports M&S by
providing different opportunities such as differentiate Product, attract more customers
and creating brand awareness easily. All these are identified most essential parts for the
success and growth of company in marketplace.
 Suggestions from employees is another recommendation for Marks and Spencer. For this,
company must take accurate suggestion from worker about implementation of business
policies, strategy etc. M&S must also include all employees in decision making process
which will help them in increasing motivation among workers. As motivated employees
gives their full efforts in creation of organisational value and also in achievement of
competitive advantages within given time period.
 M&S must collect feedback from customers about the quality and price of products. As it
will help an organisation to fulfil customer's wants and needs and accomplish competitive
advantages within given time period. Accurate knowledge about the customer's needs and
wants helps Marks and Spencer in developing its strong value or image in marketplace. It
will further support the company to accomplish long term goals and objectives easily. Marks and Spencer must also use different forms of marketing such as Instagram,
LinkedIn, Twitter etc. all these are most effective form of marketing and support an
organisation in advertisement of its goods and service. With the help of these medium, an
organisation can easily attract large number of customers and gain better advantages for
future growth and success.
Reflation:
27

I am happy that I got this possibility to do research over such an interesting topic i.e. “To
identify the role of strategic marketing in creating organisational value. A case study on Marks
and Spencer.” This research assists me in improving my basic understanding about the retail
sector and importance of strategic marketing in such industry. By doing this research I came to
recognize regarding the phenomena of strategic marketing and significant that it holds within the
retail sector. Apart from this I am capable to determine the role of strategic marketing towards
creation of organisational values. By doing this study I become also able to enhance my learning
and different types of skills such as literature review, data analysis, time management, data
interpretation etc. All these skills will assist me by increasing my knowledge in different area
within an organisation. Throughout this study I have faced certain problems or challenges such
as inaccurate amount of capital, insufficient time period, unethical behaviour of respondents etc.
All these issues decrease my confidence level while completion of research.
For conducting this research, I have applied questionnaire which will help me by giving
reliable data regarding the importance of strategic marketing in development of business value. I
have also used different methodologies such as interpretivism philosophy, research approach,
research strategy, primary and secondary method of data collection, quantitative research etc. All
these are effective and useful methods which will support me by giving actual and detail
information regarding the significance of strategic marketing strategy in context of Marks and
Spencer.
28

REFERENCE
Books and journals
Agrawal, A. K. and Rahman, Z., 2015. Roles and resource contributions of customers in value
co-creation. International Strategic Management Review. 3(1-2). pp.144-160.
Andriof, J. and Waddock, S., 2017. Unfolding stakeholder engagement. In Unfolding stakeholder
thinking (pp. 19-42). Routledge.
Armstrong, G. M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Azar, G. and Ciabuschi, F., 2017. Organizational innovation, technological innovation, and
export performance: The effects of innovation radicalness and
extensiveness. International Business Review. 26(2). pp.324-336.
Cacciolatti, L. and Lee, S. H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy
and organisational power. Journal of Business Research. 69(12). pp.5597-5610.
Carayannis, E. G., Sindakis, S. and Walter, C., 2015. Business model innovation as lever of
organizational sustainability. The Journal of Technology Transfer. 40(1). pp.85-104.
Chahal, H. and Bakshi, P., 2015. Examining intellectual capital and competitive advantage
relationship: Role of innovation and organizational learning. International Journal of
Bank Marketing. 33(3). pp.376-399.
Chen, D. Q., Preston, D. S. and Swink, M., 2015. How the use of big data analytics affects value
creation in supply chain management. Journal of Management Information Systems.
32(4). pp.4-39.
Donate, M. J. and de Pablo, J. D. S., 2015. The role of knowledge-oriented leadership in
knowledge management practices and innovation. Journal of Business Research. 68(2).
pp.360-370.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Fraj, E., Matute, J. and Melero, I., 2015. Environmental strategies and organizational
competitiveness in the hotel industry: The role of learning and innovation as
determinants of environmental success. Tourism Management. 46. pp.30-42.
Galpin, T., Whitttington, J. L. and Bell, G., 2015. Is your sustainability strategy sustainable?
Creating a culture of sustainability. Corporate Governance. 15(1). pp.1-17.
Grant, R. M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Harri Terho, Andreas Eggert, Alexander Haas and Wolfgang Ulaga., 2015. How sales strategy
translates into performance: The role of salesperson customer orientation and value-
based selling. Industrial Marketing Management. 45. pp.12-21.
Hollebeek, L. D., Conduit, J. and Brodie, R. J., 2016. Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
Junni, P., Sarala, R., Tarba, S. and Weber, Y., 2015. The role of strategic agility in
acquisitions. British Journal of Management. 26(4). pp.596-616.
Karimi, J. and Walter, Z., 2015. The role of dynamic capabilities in responding to digital
disruption: A factor-based study of the newspaper industry. Journal of Management
Information Systems. 32(1). pp.39-81.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
29

Kirchoff, J. F., Tate, W. L. and Mollenkopf, D. A., 2016. The impact of strategic organizational
orientations on green supply chain management and firm performance. International
Journal of Physical Distribution & Logistics Management. 46(3). pp.269-292.
Kohtamäki, M. and Partanen, J., 2016. Co-creating value from knowledge-intensive business
services in manufacturing firms: The moderating role of relationship learning in
supplier–customer interactions. Journal of Business Research. 69(7). pp.2498-2506.
Lee, S. M. and Olson, D. L., 2016. Convergenomics: strategic innovation in the convergence
era. Routledge.
Lengnick-Hall, C. A. and Beck, T. E., 2016. Resilience capacity and strategic agility:
Prerequisites for thriving in a dynamic environment. In Resilience Engineering
Perspectives, Volume 2 (pp. 61-92). CRC Press.
Lewis, L., 2019. Organizational change: Creating change through strategic communication.
John Wiley & Sons.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Martín-de Castro, G., 2015. Knowledge management and innovation in knowledge-based and
high-tech industrial markets: The role of openness and absorptive capacity. Industrial
Marketing Management. 47. pp.143-146.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Murphy, M., Arenas, D. and Batista, J.M., 2015. Value creation in cross-sector collaborations:
The roles of experience and alignment. Journal of Business Ethics. 130(1). pp.145-162.
Nonaka, I. and Toyama, R., 2015. The knowledge-creating theory revisited: knowledge creation
as a synthesizing process. In The essentials of knowledge management (pp. 95-110).
Palgrave Macmillan, London.
North, K. and Kumta, G., 2018. Knowledge management: Value creation through organizational
learning. Springer.
Ocasio, W. and Radoynovska, N., 2016. Strategy and commitments to institutional logics:
Organizational heterogeneity in business models and governance. Strategic
Organization.14(4). pp.287-309.
Opresnik, D. and Taisch, M., 2015. The value of big data in servitization. International Journal
of Production Economics. 165. pp.174-184.
Pearlson, K.E., Saunders, C.S. and Galletta, D.F., 2016. Managing and using information
systems, binder ready version: a strategic approach. John Wiley & Sons.
Pedersen, E. R. G., Gwozdz, W. and Hvass, K. K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within
the fashion industry. Journal of Business Ethics. 149(2). pp.267-284.
Philip Kotler, Suzan Burton, Kenneth Deans, Linden Brown and Gary Armstrong.,
2015. Marketing. Pearson Higher Education AU.
Piercy, N. F., 2016. Market-led strategic change: Transforming the process of going to market.
Routledge.
Reynolds, P. and Yetton, P., 2015. Aligning business and IT strategies in multi-business
organizations. Journal of Information Technology. 30(2). pp.101-118.
Sparrow, P. R. and Makram, H., 2015. What is the value of talent management? Building value-
driven processes within a talent management architecture. Human resource
management review. 25(3). pp.249-263.
30

Thompson, A., Strickland, A. J. and Gamble, J., 2015. Crafting and executing strategy: Concepts
and readings. McGraw-Hill Education.
Tidd, J. and Bessant, J. R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.
Vecchiato, R., 2015. Creating value through foresight: First mover advantages and strategic
agility. Technological Forecasting and Social Change. 101. pp.25-36.
Wilden, R. and Gudergan, S. P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science. 43(2). pp.181-199.
Wu, S. P. J., Straub, D. W. and Liang, T. P., 2015. How information technology governance
mechanisms and strategic alignment influence organizational performance: Insights
from a matched survey of business and IT managers. Mis Quarterly. 39(2). pp.497-518.
Online
BARONE. A. 2019. Marketing Strategy. [Online]. Available
through:<https://www.investopedia.com/terms/m/marketing-strategy.asp>.
Anastasia. 2015. The Strategic Marketing Process. [Online]. Available
through:<https://www.cleverism.com/strategic-marketing-process-complete-guide/>.
Press. M. 2019. Types of Marketing Strategies and Definition. 2019. [Online]. Available
through:<https://www.splashcopywriters.com/blog/types-of-marketing>.
Davies. S. 2011. What is Strategic Marketing in the Digital Age?. [Online]. Available
through:<https://blog.daviesbdm.com/what-is-strategic-marketing>.
Bhasin. H. 2011. Marketing mix of Marks and Spencer. [Online]. Available
through:<https://www.marketing91.com/marketing-mix-of-marks-and-spencer/>.
Swaim. R. 2011. Growth Strategies and Marketing Insights from the Works of Peter Drucker.
[Online]. Available through:<https://www.wiley.com/en-us/The+Strategic+Drucker
%3A+Growth+Strategies+and+Marketing+Insights+from+the+Works+of+Peter+Druck
er-p-9781118179246>.
Bhasin. H. 2011. Marketing mix of Marks and Spencer. [Online]. Available
through:<https://www.marketing91.com/marketing-mix-of-marks-and-spencer/>.
Faull. J. 2019. M&S boss: shift to product marketing ‘the right decision’ but wider business
must catch up. [Online]. Available
through:<https://www.thedrum.com/news/2019/01/10/ms-boss-shift-product-marketing-
the-right-decision-wider-business-must-catch-up>.
Anastasia. 2015. The Strategic Marketing Process. [Online]. Available
through:<https://www.cleverism.com/strategic-marketing-process-complete-guide/>.
Gaille. B. 2016. Pros and Cons of Relationship Marketing. [Online]. Available
through:<https://brandongaille.com/14-pros-and-cons-of-relationship-marketing/>.
Kokemuller. N. 2018. Pros & Cons of Word of Mouth Marketing. [Online]. Available
through:<https://yourbusiness.azcentral.com/pros-cons-word-mouth-marketing-
1417.html>.
31

Saulnier. R. 2019. Advantages and Disadvantages of Internet Marketing. [Online]. Available
through:<http://rebeccasaulnier.com/advantages-disadvantages-internet-marketing/>.
32

APPENDIX
Gantt Chart
33

34

SPSS
35

36

37

38

39

Questionnaire
Questionnaire
Q1) Are you have knowledge about the concept of strategic marketing?
a) Yes
b) No
Q2) What are basic marketing strategy used by company for promoting its product or
services in marketplace?
a) Word of mouth
b) Internet marketing
c) Paid advertising
40

Q3) What is the role of strategic marketing in creating value for Marks and Spencer ?
a) Positive role
b) Negative role
Q4) What are the positive impact of strategic marketing in context of M&S?
a) Increasing customer base
b) Improving brand image
c) Maximising sales and profitability
Q5) What are the negative effect of ineffective marketing strategy in context of an
organisation?
a) Negative customer reviews are harmful
b) Highly time consuming
c) Tracking Negative or Misleading Statements
Q6) What factors to be consider while formulating marketing strategies for creating
organisational values?
a) Customer demand
b) Competitors strategy
c) Market demand
d) Government Standards
Q7) What are the different strategic marketing approaches that are used by Marks and
Spencer?
a) Hoardings
b) Billboards
c) Television channels
d) Below-the-line strategy
e) Above-the-line strategy
Q8) In what manner does effective marketing strategies support in providing growth
opportunities to M&S?
a) Creating brand awareness
b) Differentiating Product
c) Attracting customers
Q9) What are the barriers that can be found by Marks and Spencer while developing the
41

strategic marketing strategies?
a) Social issue
b) Insufficient amount of capital
c) Political issue
d) Economic issue
e) Lack of time
Q10) Does strategic marketing helps Marks & Spencer in promotion of its products or
services?
a) Yes
b) No
Q11) According to you, strategic marketing supports an organisation in creation of its value?
a) Agree
b) Disagree
Q12) As per your opinion, strategic marketing support Marks and Spencer in increment of
customer base?
a) Yes
b) No
Q13) What are the main distribution channels that exist while marketing the product?
a) Sales team
b) Internet
c) Wholesaler
d) Consultant
Q14) Does strategic marketing supports Marks and Spencer in accomplishment of
competitive advantages?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q15) What are the measure to overcome negative effect of ineffective marketing strategy?
a) Proper market research
b) Suggestions from employees
42

c) Feedback from customers
Q16) Provide recommendation to M&S in its future growth and success.
Discussion of findings
Q1) Are you have knowledge about the concept of strategic marketing? Frequency
a) Yes 180
b) No 27
Q2) What are basic marketing strategy used by company for promoting its
product or services in marketplace?
Frequency
a) Word of mouth 80
b) Internet marketing 90
c) Paid advertising 37
Q3) What is the role of strategic marketing in creating value for Marks and
Spencer?
Frequency
a) Positive role 180
b) Negative role 27
Q4) What are the positive impact of strategic marketing in context of
M&S?
Frequency
a) Increasing customer base 90
b) Improving brand image 80
c) Maximising sales and profitability 37
Q5) What are the negative effect of ineffective marketing strategy in
context of an organisation?
Frequency
a) Negative customer reviews are harmful 37
b) Highly time consuming 100
c) Tracking Negative or Misleading Statements 70
43

Q6) What factors to be consider while formulating marketing strategies for
creating organisational values?
Frequency
a) Customer demand 50
b) Competitors strategy 70
c) Market demand 40
d) Government Standards 47
Q7) What are the different strategic marketing approaches that are used by
Marks and Spencer?
Frequency
a) Hoardings 40
b) Billboards 60
c) Television channels 50
d) Below-the-line strategy 30
e) Above-the-line strategy 27
Q8) In what manner does effective marketing strategies support in
providing growth opportunities to M&S?
Frequency
a) Creating brand awareness 80
b) Differentiating Product 50
c) Attracting customers 77
Q9) What are the barriers that can be found by Marks and Spencer while
developing the strategic marketing strategies?
Frequency
a) Social issue 30
b) Insufficient amount of capital 40
c) Political issue 20
d) Economic issue 45
e) Lack of time 72
44

Q10) Does strategic marketing helps Marks & Spencer in promotion of its
products or services?
Frequency
a) Yes 190
b) No 17
Q11) According to you, strategic marketing support an organisation in
creation of its value?
Frequency
a) Agree 160
b) Disagree 47
Q12) As per your opinion, strategic marketing support Marks and Spencer
in increment of customer base?
Frequency
a) Yes 150
b) No 57
Q13) What are the main distribution channels that exist while marketing the
product?
Frequency
a) Sales team 60
b) Internet 50
c) Wholesaler 70
d) Consultant 27
Q14) Does strategic marketing supports Marks and Spencer in
accomplishment of competitive advantages?
Frequency
a) Strongly agree 60
b) Agree 120
c) Disagree 20
d) Strongly disagree 7
Q15) What are the measure to overcome negative effect of ineffective Frequency
45

marketing strategy?
a) Proper market research 69
b) Suggestions from employees 69
c) Feedback from customers 69
Q1) Are you have knowledge about the concept of strategic marketing? Frequency
a) Yes 180
b) No 27
a) Yes b) No
0
20
40
60
80
100
120
140
160
180
180
27
Frequency
Q2) What are basic marketing strategy used by company for promoting its
product or services in marketplace?
Frequency
a) Word of mouth 80
b) Internet marketing 90
c) Paid advertising 37
46

a) Word of mouth b) Internet marketing c) Paid advertising
0
10
20
30
40
50
60
70
80
90 80
90
37 Frequency
Q3) What is the role of strategic marketing in creating value for Marks and
Spencer?
Frequency
a) Positive role 180
b) Negative role 27
47

a) Positive role b) Negative role
0
20
40
60
80
100
120
140
160
180
180
27
Frequency
Q4) What are the positive impact of strategic marketing in context of
M&S?
Frequency
a) Increasing customer base 90
b) Improving brand image 80
c) Maximising sales and profitability 37
48

a) Increasing customer base
b) Improving brand image
c) Maximising sales and profitability
0
10
20
30
40
50
60
70
80
90
90
80
37
Frequency
Q5) What are the negative effect of ineffective marketing strategy in
context of an organisation?
Frequency
a) Negative customer reviews are harmful 37
b) Highly time consuming 100
c) Tracking Negative or Misleading Statements 70
49

0
20
40
60
80
100
37
100
70
Frequency
Q6) What factors to be consider while formulating marketing strategies for
creating organisational values?
Frequency
a) Customer demand 50
b) Competitors strategy 70
c) Market demand 40
d) Government Standards 47
50

a) Customer demand
b) Competitors strategy
c) Market demand
d) Government Standards
0
10
20
30
40
50
60
70
50
70
40
47
Frequency
Q7) What are the different strategic marketing approaches that are used by
Marks and Spencer?
Frequency
a) Hoardings 40
b) Billboards 60
c) Television channels 50
d) Below-the-line strategy 30
e) Above-the-line strategy 27
51

a) Hoardings
b) Billboards
c) Television channels
d) Below-the-line strategy
e) Above-the-line strategy
0
10
20
30
40
50
60
40
60
50
30
27
Frequency
Q8) In what manner does effective marketing strategies support in
providing growth opportunities to M&S?
Frequency
a) Creating brand awareness 80
b) Differentiating Product 50
c) Attracting customers 77
52

a) Creating brand awareness
b) Differentiating Product
c) Attracting customers
0
10
20
30
40
50
60
70
80
80
50
77
Frequency
Q9) What are the barriers that can be found by Marks and Spencer while
developing the strategic marketing strategies?
Frequency
a) Social issue 30
b) Insufficient amount of capital 40
c) Political issue 20
d) Economic issue 45
e) Lack of time 72
53

a) Social issue
b) Insufficient amount of capital
c) Political issue
d) Economic issue
e) Lack of time
0
10
20
30
40
50
60
70
80
30
40
20
45
72
Frequency
Q10) Does strategic marketing helps Marks & Spencer in promotion of its
products or services?
Frequency
a) Yes 190
b) No 17
54

a) Yes b) No
0
20
40
60
80
100
120
140
160
180
200
190
17
Frequency
Q11) According to you, strategic marketing supports an organisation in
creation of its value?
Frequency
a) Agree 160
b) Disagree 47
55

a) Agree b) Disagree
0
20
40
60
80
100
120
140
160
160
47
Frequency
Q12) As per your opinion, strategic marketing support Marks and Spencer
in increment of customer base?
Frequency
a) Yes 150
b) No 57
56

a) Yes b) No
0
20
40
60
80
100
120
140
160
150
57 Frequency
Q13) What are the main distribution channels that exist while marketing the
product?
Frequency
a) Sales team 60
b) Internet 50
c) Wholesaler 70
d) Consultant 27
57

a) Sales team b) Internet c) Wholesaler d) Consultant
0
10
20
30
40
50
60
70 60
50
70
27 Frequency
Q14) Does strategic marketing supports Marks and Spencer in
accomplishment of competitive advantages?
Frequency
a) Strongly agree 60
b) Agree 120
c) Disagree 20
d) Strongly disagree 7
58