Assignment Title: Marketing essentials

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Table of Contents

Introduction:....................................................................................................................................4

LO:1 Explain the role of Marketing and how it interrelates with other functional units on Marks
and Spenser......................................................................................................................................4

LO:2 compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives:...........................................................................................................12

LO:3 Develop and evaluate Basic marketing plan........................................................................16

Concluding.....................................................................................................................................21

References:....................................................................................................................................21

Table of figure

Figure 1: Marketing definition given by AMA...............................................................................3

Figure 2: Different types of target Market.......................................................................................4
Figure 3: Marketing mix..................................................................................................................6
Figure 4:Extended Marketing Mix................................................................................................11
List of Table

Table 1: Impact of uncontrollable variable......................................................................................8

Table 2: Contrasts and likenesses among M&S and Starbucks.....................................................13
Table 3: SWOT analysis................................................................................................................16

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Introduction:
With the passage of the time the population of the world has increased significantly. Now the
population of world is around 7.8 billion (World Population Clock: World meter, 2020). As the
population of the world is huge, this huge population have Sizeable need and demand for
Products and services. To serve this large population's need and demand, dozens of the company
have stepped out with their goods and solutions and competed with each other. The need for
effective and efficient marketing strategies has increased considerably in order to maintain it in
this competitive market.Without effective and efficient marketing strategies, there are many
companies which have been forced to downsize their business. First, this paper will address the
position and purpose of marketing, secondly , this study will address critical marketing mix and
in the final section , this paper will discuss the m&s marketing strategy.

LO:1 Explain the role of Marketing and how it interrelates with

other functional units on Marks and Spenser
Activity-1
Date: 18 July 2020

To: CEO, Marks and spencer

From: Marketing Manager, Marks and Spencer

Dear sir,

Due to the globalization, the business world has become very much competitive in these recent
years and it has become very much hard for the companies to sustain in this market without
applying different strategies considering different countries, different target market and so on.
For applying different strategies, a clear concepts related to functions of marketing is required.

Explain key Marketing roles and responsibilities

Marketing Concept:

The simplest and easiest way to define marketing is identifying the need and want of the
customers and deliver the goods in that manner in order to capture value from the customers and

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create a long term strong relation to them. Another way to describe the term marketing is by
advertisement and marketing to build awareness among people about an organization's goods
(Brassington, Pettitt and Pettitt, 2012).

Figure 1: Marketing definition given by AMA

Source: :(What is Marketing? — The Definition of Marketing — AMA, 2020)
Customers basically do not purchase the product rather they purchase the solution that lies
between the product provided the problem that they do not solve by themselves. On the other
hand, marketers sell the solution to the customers. To become successful, marketers exactly
through intensive research in marketing needs to figure out the exact issue and plan the remedy
that way and deliver the product to ultimate customers through an organizational process where
many parties are involved commonly known as intermediate and as a return customers give price
of the product. But this whole process will remain incomplete if the company cannot generate
demand in the market and this only through Advertisement. This can be considered as the heart
of marketing.

Key roles for marketing function:

Some of an organisation's most significant department is the marketing department.This

department has to play several roles. Some important roles are giving below:

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Marketing strategy: It is nothing but a “special plan” (Innovative idea) that has been used by a
company in order to market its goods and services in order that it can easily attract a lot of
customers to purchase the product.

Market analysis: In the simplest way, Market analysis is nothing but the assessment of the
market. This assessment can be qualitative or quantitative. Through these assessment marketers
find out market size, different market segments, customer buying pattern, the competition and
the economic environment etc. Market analysis promotes team progress, and employees increase
customer satisfaction of the target market. It often comprises of a study of SWOT which has
been the Strength, weakness, opportunities and market threads against competitors.

Market segmentation: Dividing the whole people into different categories according to the
different types of characteristic of the customers. Market segmentation has been done in order to
identify the need of different categories which help the organization to select the best target
market and make plan according to this market.

Market target strategies: There are basically four strategies for selecting target market.

Figure 2: Different types of target Market

Source: (Holtzclaw, 2017)
Undifferentiated Marketing: In this case company offers same products or services to all the
customers or Mass market.
Differentiate Marketing: Company offers different products for the different segment of
customers in order to satisfy them.

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Focused Marketing: In this case, Company offers its products and services to a single segment
This is alternatively known as niche marketing or concentrated Marketing.

Customized marketing: In this case company tailors its product and service as per the
individual need of the customers. This is alternatively known as Micro-marketing.

Investigation of the customers: Investigation of markets is a quest for consumer needs and
satisfaction. Customer research is conducted through social media platforms to survey existing
customers for sales information , customer service and insight from customers and external
customers to understand consumers ' needs and how to meet them.

Product Design: Product design plays a significant role for marketing programs and corporate
growth in the industry. Department can help direct and indirect employees create the
organizational goods and services as per the needs of the consumers out from research.

Analyzing competitors in the market: Analyzing competitors in the market is the method of
finding out the other competitor organizations activities and their product lines and services in
the market and feedback from customers. Analysis of the rivals allows the company to
probably recognize business dynamics and consumer demands and to really give organizational
development and growth the competitive advantages.

Promoting the brand: Company wants to attract consumers and raise awareness among
customers of the organizational brand identity in order to Commercialize - scale products /
services, and ensuring dedication and brand reliability.

Positing: Creating a place in the mind of the customers. Marketers always try to create a position
in the mind of the consumers by connecting the solution so that customers can create a link
between their problems to the products which motivates them to purchase the products.

The Marketing Mix: Marketing mix is a set of all controllable elements that a marketer can
control. There are basically four elements of marketing mix if the company manufactured goods
and if the company manufactured service than there are seven ingredients of Marketing mix.

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 Figure 3: Marketing mix
Source:(THE MARKETING MIX: A REVIEW, 2018)
Product: It is all on the market that can be given offered in the market place and that has
commercial value in the market. Product can be both tangible and intangible.

Price: It is expense of the commodity a consumer spends to buy the stuff.

Place: In the simplest way place can be anywhere from where the goods and services are sold to
the customers. Place refers to any physical evidence where a business carries its business or from
where it distributes its goods to the customers. In this virtual marketplace, Email, website, call
center are the market place.

Promotion: Activities which a company undertakes r to educate consumers about a company's

service or product. Ad, product promotion, direct sales, interactive marketing, etc. (Rethinking
the 4 P’s, 2020).

Exchange of information: face-to - face interaction with customers and via social networking
sites allows the organization build and develop customer awareness among the customers.

End user response & market surveillance: marketing function reviews customer reviews about
the goods and their impressions of the business. Sales team will recommend the company
management to take measures to boost consumer satisfaction and watching of the goods or
services.

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Execution and handle: Execution is the marketing strategy application process, and tracking the
progress of marketing activities. Execution and handle require resources such as personnel,
expenditure, and product creation process. This helps determine the real marketing campaign
results.

The marketing roles and responsibilities relate within the framework of

M&S:

Marks & Spencer is one of UK's globally leading retailers, with 940 UK retail stores. Aims at
providing its items through a successful promoting system around 55 nations.

Market assessment: It surveys the business to locate a reasonable market for the its products
and ventures. It will give the market an upper hand.

Advancement of the item: M&S, by promoting, direct item improvement. Advertising gives the
firm customer criticism and the item is made according to that input.

Sales assistance: M&S gives the consumer with after-sales support to keep them faithful to the
company and to be trusted by the shoppers.

Influence on the outside world:

Outside condition alludes to the wild factor influencing the promoting of associations. Some are
as per the following:

Competitors Rival companies are pushing M&S to alter its marketing

approach. Fresh marketing strategy launches to get the
strategic competitive benefit.
Consumers taste and The taste and preference of purchasers impacts the advertising
preference strategy of the organization. M&S Manufactures new items and
improves the advertising program.
Rules and Regulations The government places various regulations on the organization.
M&S is adjusting its marketing strategy in various countries,
according to the regulation.

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 Technology Technological change additionally will in general reason the
association's promoting changes. Its currently doing online life
promoting and web shopping.
Table 1: Impact of uncontrollable variable
Source: (Hidalgo, 2017)

Marketing mix of the M&S:

Product: M&S Company offers quality nutritional items, home goods, accessories and clothes
for both male and female clients.

Price: Through the pricing policy, M&S company brings the quality of the goods closer to the
rivals' products.

Spot: The M&S corporation in the United kingdom has over 940 stores to sell the products and
55 chain outlets worldwide.

Promotion: M&S is running various publicizing efforts to advance its food and garments. It
additionally promotes its items through paper and electrical media, online networking and
announcements and so on (Kress, Still and Cundiff, 2018).

Explain the market plan in sense of Business - to - business

B2B is an undertaking showcasing methodology. The business association must buy crude
materials or semi-crude materials which are the result of another business association
(Hollensen, 2017).

An association's products or administrations go to another organization called B2B promoting.

In the point of view of Business - to - business the elements of promoting are as per
the following:

Developing long-term relationships: In B2B showcasing, all organizations rely upon others for
their items and administrations, bringing about improved long haul associations with one
another. The drawn out relationship guarantees that both association's effective and fruitful
business activities are continuous.

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Value creation: promoting with B2B creating worth for the two associations. This empowers the
flexibly of the item, quality, amount, and market an incentive to grow further and extend the
normal market. Qualities make item acknowledgment inside the enterprises

Bolster little market: B2B promoting helps littler organizations since shoppers, and customers
in this market are exceptional.

M&S marketing by B2B perspectives: M&S makes a significant commitment to the B2B

marketing prudence by offering the whole deal to the little organization of various nations to
extend the brand name and qualities to the worldwide clients. B2B permits M&S to focus on a
little market where it is unbeneficial to make a retail location.

Depict the showcasing job about Business - to - shopper

B2C is a consumer-marketing company. Organization in this sense markets the product directly
to consumers. Buyers buy a small amount of product actively from the company via Business -
to - consumer background.

In the scenario of B2C the marketing roles are as shown in:

Begin serving huge market: B2C promoting empowers the association to speak to a major
client showcase and huge benefit

Fostering further commitment: B2C is creating more engagement with customers with

organizational. Help get more reviews and more product design.
Brand formation: B2C advertising fabricates brand personality and trust among the customers.
This marking assembles association and commitment among customers and associations.
Endeavoring to make simple buy: B2C advertising permits clients to effectively buy the item
and administrations through close contact with association (Jobber and Ellis-Chadwick, 2012).

M&S marketing via B2C framework

B2C marketing has become much more important to M&S 'promotion of its items & services. It
helps M&S to bring its services and goods directly to the consumers. Where company identifies
an enormous appearance of customers, the organization establishes its retail outlets to sell M&S

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goods and services easily. Although its amount of individual sales is small the clients are big.
The emphasis of the M&S goods & services is on B2C marketing.

LO:2 compare ways in which organizations use elements of the

marketing mix (7Ps) to achieve overall business objectives:
Activity-2
Date: 18 July 2020

To: CEO, Marks and spencer

From: Marketing Manager, Marks and Spencer

Dear sir,

The success of marketing program largely depends on manipulating marketing mix efficiently
and effectively.

To accomplish business targets, look at the manners by which M&S and next
apply the item blend to the key arranging process:

Marketing mix concept:

Marketing mix is a set of all controllable elements that a marketer can control and manipulate
them as per the situation.

Extended Marketing mix:

There are moreover three components in the all-inclusive advertising blend. They are
individuals, processes, and physical proof.

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 Figure 4:Extended Marketing Mix
Source:(Kotler and Armstrong, 2013)
Product: It is all on the market that can be given offered in the market place and that has
commercial value in the market. Product can be both tangible and intangible.

Price: It is expense of the commodity a consumer spends to buy the stuff.

Place: In the simplest way place can be anywhere from where the goods and services are sold to
the customers. Place refers to any physical evidence where a business carries its business or from
where it distributes its goods to the customers. In this virtual marketplace, Email, website, call
center are the market place.

Promotion: Activities which a company undertakes r to educate consumers about a company's

service or product. Ad, product promotion, direct sales, interactive marketing, etc. (Rethinking
the 4 P’s, 2020).

people: People are referring the employees of the organization, who must be strongly trained and
competent in organizational growth.

Physical proof: physical proof alludes to the substantial quality of item utilized by corporate
stores.

Process: process centers around the showcasing plan. There are a great deal of procedures
through various media, for example, website architecture, logo structure, and promoting.

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Benefits of the expanded Marketing Mix:

Extended Marketing mix has added some greater benefits than regular marketing mix. The
benefits are presented below:

Creation of a reasonable mix: Expanded marketing mix clearly defines the value and practices
of each mix item in the market Which one would generate better marketing awareness 

Strengthen Marketing techniques: The upgraded advertising blend helps the organization in
executing a specific showcasing plan viably and productively.

Help the item portfolio: The Advanced Marketing Mix helps the organization in differentiating
its item classification by effectively improving the corporate item and administration.

Assemble coherence: The extended advertising blend guarantees congruity in corporate

development and the products and ventures. The association accomplishes better market
productivity through the coordinated viewpoint and structure of an all-encompassing advertising
blend that empowers the association to construct the arrangement and improve business
congruity (Walters, C. and Kerby, J. 2015).

Ramifications of Marketing blend with regards to Marks and Spencer:

Item: M&S makes premium buyer merchandise. Family products to customers' youngsters and
grown-ups. Best Food gracefully organization.

Value: M&S holds the nature of the merchandise proportionate to the products of the partners
through a procedure of the contenders.

Spot: The organization has more than 940 stores all through the UK and 55 nations to showcase
the things.

Advancement: M&S runs various promoting efforts for its lodging and food items. It
additionally publicizes its items through paper and electric media and boards and so on.

Individuals: M&S is selecting progressively gifted and prepared individuals around the globe to
oversee immense business.

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Physical nearness: M&S used its own retail locations in different UK urban communities, its
own selective logo plan, and client interface.

process: M&S implemented Marketing strategy including online marketing, after-sales service
and online and traditional sales.

Contrast and likeliness between expanded marketing mix of M&S and Starbucks
have been presented below:

Expanded M&N Starbucks McDonald

marketing mix
Product Excels in luxuries It sells only highly quality It offers various
food. Home goods beverages and snacks. But types of fast food to
to clients’ children the common thing is that its customers around
and adults. Best both the company sales world considering
food production luxury items. the customer’s
brand. sentiment and culture
Price The price of M&S The price of Starbucks The price of the
products is higher product is cheap compared McDonald is quite
than that of to M&N. But price is reasonable than both
Starbucks comparatively high than M&N and Starbucks.
products. other coffee stores. This
high price trend makes
them similar.
Place The company has The number of its stores are It operates its
over 940 stores almost 32000 around the business in 118
throughout the UK round the world around 15 countries around.
and 55 countries to countries. Though M&S are The number is big
market the items present in more countries, compared to both of
they both present in the the company.
international market.

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Promotion M&S runs Starbucks mainly promotes For promoting it
numerous through direct employees, undertakes many
marketing social media, Billboards, programme such as
campaigns for its sponsor etc. The common advertising, point of
housing and food thing is that both use sale, Email
products. It also different media for marketing, Kiosks,
advertises its promotion and they both Facebook marketing
products through use billboard as a mean of and so on. These two
newspaper and promotion. companies do not do
digital media and Kiosks and point of
billboards so forth. sale marketing
People M&S is recruiting People of the Starbucks Trained chef, skilled
more talented and include employees, trained serving employee,
trained people employees and customers. delivery man and
around the world One thing is common that quality checker of the
to manage huge they both recruit trained food are main
business. employee for their business. people. But the other
two companies do
not have delivery
man and Quality
checker.
Physical evidence M&S utilized its It offers Cozy chair, table, Attractive interior
own retail stores in home theater, smoking design, child playing
various UK cities, corner. The similarity is centre, Cosy chair,
own exclusive logo both the shops have their cleanness and so on.
design and own exclusive logo. But the other two
customer interface companies do not
have child playing
centre.
process M&S implemented Starbucks implemented its It mainly
Marketing strategy marketing strategy by implemented its
including online offering customers marketing strategy

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 marketing, after- customized coffee, name on by giving different
sales service and the coffee cup and offers through
online and sometimes discount. But different occasions
traditional sales. one thing is common both besides new product
the organization uses online innovation, packing
marketing strategy. Such as as well as through
Starbucks have their own different types of
apps. loyalty program.
Table 2: Contrasts and likenesses among M&S and Starbucks
Source:(Bhasin, 2020)

LO:3 Develop and evaluate Basic marketing plan

Executive summary

Marks and Spencer is a widely acclaimed, UK-based worldwide grocery store organization. The
organization furnishes the customers with different sorts of food, home merchandise, excellence
items, and pieces of clothing. As a worldwide company, both broadly and globally retail
associations must arrangement with M&S. It needs to present a powerful promoting system and
plan to build up its item and pull in clients to the worldwide commercial center to accomplish
upper hand and significantly more piece of the pie.

Company overview:

Marks and Spencer is a British chainshops which had begun its business exercises in1884. This
organization has been named after Michael Marks and Thomas spencer. It has created garments,
home items, and extravagance food items. It has now worked its business at 57 nations other than
it has worked 1400 stores where the quantity of local shops was right around 940 and the
quantity of global shops was 460. Aside from this business, it has been exhausted its business in
Financial segments and the vitality area. Its headquarter is arranged at a waterside house in the
city of west pastor, London, England. This was the main British first retailer which had made a
pre-charge benefit of over £1 billion in1988 in spite of the fact that it confronted a budgetary
emergency for a taxing year (Welcome to Marks and Spencer, 2020).

Marketing Plan objective:

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Marks & Spencer will adopt the marketing campaign built to maintain the market competition
due to changes in the economic climate in the United Kingdom and changes in consumer
preferences due to globalization.M&S aims at establishing the unique selling proposition on the
market, improving consumer loyalty and efficiency.

Dissect of the Market

The market analysis consists of the SWOT analysis where S means strength, W means weakness,
O refers to Openness and T means threat.

Strength Weakness

product quality is very good

Lack of trendy products.
Provides delighted customer service
Bad reputation in the market place because
As per the Quality, Price is reasonable of old trend clothes.
 
.

Opportunities Threats
Globalization helps the company to produce
quality products at low cost.

Stable political situation in U.K Increase market competition

Excessiveness of the substitute product.

As this company has big customers base,
allow them to successful launching new
products.

Table 3: SWOT analysis

Source: Rauch, P. (2017).
PESTEL analysis

PESTEL includes the factors that a company cannot control rather it needs to adapt the factors in
order to success. PESTEL analysis of M&S is given below:

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Political considerations: policy-related considerations impact the organization, such as changes
in political and legal stability, changes in tax practices and business tax, etc. In the UK, M&S
enjoys low corporate tax. Their cost of source falls because of free trade deals.

Economic factors: The organization would be badly affected by economic factors that affect the
organization's climate, such as decreased pound rate and unemployment problem. M&S
adversely affects Brexit and the recent issue of underemployment. Lowering the price of oil in
the Middle East also has an adverse effect on M&S.

Socio-social components: social elements impacting the organization and its seriousness, for
example, getting substantial analysis of genius in vogue merchandise, buyer audits,
socioeconomics ups, and so forth. Due to their old attire style, M&S faces socio-social negative
impact in the business however grasps the constructive outcomes on social orders.

Mechanical impacts: Technological factors essentially influence the activity of the

organization. new innovation assists with lessening the expenses and dangers of promoting.
M&S has a solid web and advanced nearness that impacts the organization. Deals are up, just as
efficiency due to declining promoting costs.

Lawful elements: lawful elements are laws and enactment forced by the legislature on
legitimate issues. M&S follows all United Kingdom just as worldwide government fabricating
rules and regs, social insurance protection for representatives, and marking to give clients
administrations.

Environmental factors: the company will follow the eco - friendly manufacturing practices and
environmentally friendly goods.

Distinguish Stream of Sales

Acknowledgment of deals channels is basic to the association. This ensures the nature of the
products to the customers. M&S follows the immediate course of conveying its merchandise and
ventures to buyers, and web promoting that empowers clients to return home conveyance of
products.

Follow up the promoting exercises

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Commercial: Marketing is the best type of bringing issues to light among customers about the
association's merchandise and enterprises. M&S advances through papers and magazines,
internet based life, hoardings, crusades, and computerized publicizing to expand the brand
estimation of an item and lift deals.

Network building: Community building assembles network perceivability by close contact with
the gathering. M&S dispatch activity and take part in other financial and ecological showcasing
ventures for products and enterprises

Sponsorship: M&S is the sponsorship of various capacities and administrations to assemble the
brand character and consciousness of the organization among all the individuals to improve
benefits and deals.

Segmentation

Market segment of M&S to leverage the appropriate demand for firm's organizational success.

Targeting

There have been four targeting strategies, they are;

an undifferentiated market which means M&S offers goods and services to the wider
population without creating distinction between different markets.

Concentrated marketing where an M&S has a common audience for its goods and services.

Micromarketing in which M&S offers goods or services which are important to individual
needs.

Differentiated marketing in which M&S to their satisfaction will provide different goods and
services for the different consumer group.

Positioning:

Situating is the perfect condition for M&S promoting and conveys products and ventures to the
significant buyer level. Proficient situating lets the M&S group improve its clients with the
quality.

Extended Marketing Blend:

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Item: M&S makes premium buyer merchandise. Family products to customers' youngsters and
grown-ups. Best Food gracefully organization.

Value: M&S holds the nature of the merchandise proportionate to the products of the partners
through a procedure of the contenders.

Spot: The organization has more than 940 stores all through the UK and 55 nations to showcase
the things.

Advancement: M&S runs various promoting efforts for its lodging and food items. It
additionally publicizes its items through paper and electric media and boards and so on.

Individuals: M&S is selecting progressively gifted and prepared individuals around the globe to
oversee immense business.

Physical nearness: M&S used its own retail locations in different UK urban communities, its
own selective logo plan, and client interface.

process: M&S implemented Marketing strategy including online marketing, after-sales service
and online and traditional sales.

Assess Progress

Assessment is the technique for evaluating customer audits, and following the after creation
atmosphere and market examination exercises (Walters and Kerby, 2015). Assessment lets the
organization survey the promoting and assembling execution. M&S survey by complying with
the accompanying measures:

Sales monitoring: monitoring is consumer compliance with marketing strategy. Noted by

diagram. If chart increases that means success for the product. M&S tracks monthly industry
related revenue.

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Customer feedback: clients is the client's reaction to the association's item or administration. It
is crucial for the eventual fate of association. As this products and enterprises are created for
consumer loyalty. Computerized and physical market surveys and criticism are certain.

Concluding
Showcasing is a methodology of advancing the products and enterprises of the organization
Which permits the merchandise to meet the clients is an association's exceptionally fundamental
trademark. Showcasing assists organizations with accomplishing their corporate objectives.
M&S plans its promoting through SWOT and PESTEL investigation to make the arrangement
increasingly exact and take choices through assessments.

References:
Bhasin, H., 2020. Marketing Mix of Starbucks - Starbucks Marketing Mix. [online]
Marketing91. Available at: <https://www.marketing91.com/marketing-mix-of-starbucks/>
[Accessed 19 July 2020].

Brassington, F., Pettitt, S. and Pettitt, D., 2012. Essentials of Marketing. 3rd ed. Harlow:
Pearson.

Harvard Business Review. 2020. Rethinking The 4 P’S. [online] Available at:

<https://hbr.org/2013/01/rethinking-the-4-ps> [Accessed 19 July 2020].

Hidalgo, C. (2017). Driving demand. 2nd ed. New York, NY: Palgrave Macmillan, pp.125-36.

Hollensen, S. (2012). Essentials of global marketing. 2nd ed. Harlow [etc.]: Pearson Education,

pp.235-7.

Holtzclaw, H., 2017. The Principles of Marketing. New York: Thomas Y. Crowell Co.

Jobber, D. and Ellis-Chadwick, F., 2012. Principles and Practice of Marketing. 7th ed. London:
prentice Hall.

Kotler, P. and Armstrong, G., 2013. Principles of Marketing. Scarborough, ON: Prentice-Hall

Canada.

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Marksandspencer.com. 2020. Welcome to Marks & Spencer. [online] Available at:
<https://www.marksandspencer.com/> [Accessed 18 July 2020].

Walters, C. and Kerby, J. (2015). Essentials of Marketing Management. Journal of Marketing,

34(4), p.108.

Worldometers.info. 2020. World Population Clock: World meter. [online] Available at:

<https://www.worldometers.info/world-population\

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