Posted: March 18th, 2022

Marketing processes of marks and spencer

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– The aim of this report is to apply the important marketing concepts on M&S that is the British retailer operating for last two centuries having a 120 years heritage. Marks and Spencer is considered to be UK top retailers with having competition from Wall-Mart stores. This report will try to assess the marketing strategies and the marketing concept and will also assess the cost of implementing these marketing strategies to one of its product.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– 2. Concepts and Process of Marketing at M&SNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– In order to find out these outcomes one need to start from the beginning that is the marketing. The concept of Marketing has been defined differently from time to time, as with the changing time and the invention of new knowledge, every subject on the earth revives and there is changing and alteration brought into it in order to make it compatible with the time. Marketing has also gone through many steps in order to get the right definition. This is the concept that has been revitalized from time to time and it has a history for the definitions that are proposed by AMA (American Marketing Association).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Lusch (2004) compiled different concepts related to marketing proposed by the AMA. The very simple definition when marketing was not considered as important by the business was defined in 1935 as: “the movement of the products, services and the goods from business or the manufacturers to the consumers or the end users”, but then with the passage of times this definition grown a lot. In mid 1980’s another definition came into notice by the AMA top scholars that can be briefly stated as the process of planning and execution of marketing as well as promotion mix that satisfies both the individual as well as the organizational needs. Both of these definitions do not fully cover the concept of marketing as they did not provide or covered the areas that are the most important with respect to marketing. These are the intermediaries, channel members, stakeholders and the shareholders. Another definition that is still prevalent and covers the concept in totality is “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Lusch 2004).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Combining these concepts one can say that Marketing is the process of exchanging values of buyer and seller and making strong relationships, in a particular market and with an identified objective for both. This definition is supported by Kotler (1991), as it is a “social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others”. Marketing has been subdivided into different types of subfields; these are the ground pillars which provide the foundation to the unanimous concept of marketing. Out of these the most important ones are advertising and consumer behavior (Kotler, 2008).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Then comes the marketing oriented organization. These are those kind of organizations or the firms where marketing is the only focus of the organizations. These types of organization mainly try to spend wholesome amount of money on their products and services to meet the functions of marketing that mainly and specifically focus on satisfying customers needs. Literature and different researchers suggested that the marketing oriented organization first focus on satisfying the needs and wants of customers and thereafter focus on the organizational needs (Deep, 2008).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– According to one of the website on the internet marketing, the marketing oriented firm is defined as or it is illustrated and explained as customer focus organizations. The only and only focus on the customers whether they are existing or the prospects. This focus then drives all of the firms’ strategic decisions and deliberations. In these firms corporate strategy department makes the strategies and the research department is well established that takes into account the customer needs and wants. This department finds out the cutomers behaviour, preferences, likes/dislikes and the needs and wants and then in the end keeping in view the results manufactures or provides the products, goods and services that are liked by the customers and the prospects. This helps in developing the competitive edge over the other firms in same product category. The characteristics that a marketing oriented organization exhibits are as follows:Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Since it has been discussed before that the marketing oriented organizations focus on extensive and widespread use of marketing researchNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Expansive product lines in all categories of productsNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Emphasis on a product’s benefits to customers rather than on product attributesNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Use of product innovation techniques that will enhance the product benefits as well as the attributesNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– The offering of ancillary or additional services like credit availability, delivery, installation, and warrantyNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Applying the concept of marketing oriented organization to M&S, one strongly agrees with the fact that this retailer has been trying to get over this concept. The five characteristics described above can be founded out in the M&S. Earlier when the store was new and offspring it did not had enough product lines but then with the passage of time it jumped into more product lines and offered and identified new brands in accordance with the demand and the needs and wants of the customers. It focused on the marketing research and then accordingly offered the new products in the market and also it was the aim of the retailer that the customers could get everything basic thing under one roof. So it is a marketing oriented organization where the management tires to satisfy the consumer needs rather the firms’ needs.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Philips Kotler best described both the concepts of Selling and the marketing. As according he selling concept is about only focusing on the selling of the products and moving out of firms products. It’s huge and large scale. Whereas the marketing concept is to make or produce the products that meet the needs of customers, it is not just about selling and making money and profits (Kotler and Gary,2005). So the main difference that one draws out from both of these definitions is that in selling the goods are targeted and consumers are persuaded to buy them through the special tactics and consumers buy them but in the end they are not satisfied and it is firm focused concept whereas in the marketing concept the products and the services are manufactured keeping in view the demand and the need and the wants and it is customer focus.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– In case of retailers and the wholesalers are concerned one cannot restrict them to selling or the marketing organization. Why? Because in these stores they operate for both the purposes. They want their products to move out from the stores as soon as possible and for that purpose they apply the selling concept where they offer price cuts and buy one get one offers etc. But then they also try to meet the needs of customer that means they are sticking to the marketing concept also.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– The main focus or the attention in this report is given towards the marketing because in 2004 the M&S brands of clothing all for men, women and children suffered a fall. This was because the consumers’ lifestyles were changing. People are more opted towards the stylish clothes rather the simple one. So the consumers’ were not satisfied and that their clothing business incurred losses. Calling M&S a marketing oriented organization it then becomes necessary to implement it. In a case study by Whitehouse and Bank (2006) it was said that if at that time they increased there cost on communication the consumer will get to know that there is a downstream in the company so a positive attitude towards clothing needs to be build up so that the consumers are attracted towards and buy the brand Whitehouse and Bank (2006). The communication “Your M&S” proved to be very successful and it strengthened the relationship between the store and the customers that focused in making the customers confident for the brands that they use of M&S.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Implementing a marketing approach to M&S is costly but it is cost effective also. The more the cost spent on marketing the more it will come to know about the changing needs from time to time and accordingly they will be able to produce the products compatible with the preferences and the lifestyles of the consumers.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.

3. Exploration of Segmentation, Targeting and Positioning

– As it is understood that the micro environment is the environment that is in control of the organization and it can device ways that can be administered whenever there is a need. These actors include the company, suppliers, marketing intermediaries, customers, competitors, and publics. For macro environment, it’s not in the hands or the control of the firm. It is external. These actors include the demographic, economic, natural, technological, political and cultural forces (Kotler and Armstrong).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– The case undertaken for this report is the 2004 case when the clothing product lines of M&S were suffering a loss. The loss was due to the changing uncertain macro and the micro environment. For clothing industry the tastes have greatly changed as there is lots of competition from the competitors.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– First of all we will discuss the macro environment. Here we are going to use two factors that are the demographic and the economic factors. Demographic is that the clothes offered to the consumers are in accordance with their Age, Gender, Family size, income, occupation, education, Religion, race, generation, and nationality. M&S tried to target after 2004 more effectively covering all the consumers need and wants. It demonstrated more style in women’s clothing with their demand for the latest style. Children wear was also enhanced and so do the men’s wear. The buying power of consumer has increased since the last decade; the income of the consumers is high. Regardless of the inflation they buy the products and goods. To better provide the consumers with the required clothing design they increased the product prices and made the designs that can compete in the market with the private as well as the other brands.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Second is the micro environment. In the micro environment the whole setup of the company was revived in order to update it. The store interior as well as the exterior was transformed into more communicative and it can compete with the other retailers. The company’s objectives (M&S) were changed keeping in view the situation at that time.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Segmentation is the division of market into distinct segment of people having same likes/dislikes, tastes and preferences. It includes psychographics, demographics, behavioral and geographic. Since M&S is identifying new markets and it has also targeted the Central Asian market the three segmentation criteria for its clothing line that will help it to better explore the market are the demographics, geographic and the psychographic. Accordingly these three are explained below:Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– GeographicNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– World regionNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Country regionNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– ClimateNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– DensityNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Since it is said that it has opened a store for the Central Asian, accordingly the styling of the clothes will be designed because the climate of both the regions that is UK and Central Asia is different. The clothing made for those in UK are different as compared to the Central Asians.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– DemographicsNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Age, GenderNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Family size, income, occupation, educationNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Religion, race, generation, nationalityNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Same is the case with the demographics. The management has to see that for which market they are offering there clothing. For Central Asians the clothing must be somewhat conservative but for the UK market they need not to focus on this thing. The clothing made for the UK cannot run here in Central Asia as people hesitate or their religion does not give them permission to wear them. There will be a market for these types of liberal clothes but the market share will be less.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– PsychographicNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Social ClassNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– LifestyleNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– PersonalitiesNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– The personalities and social classes are same but the lifestyle is little bit different. In conclusion one can say that these strategies can better target the market when the needs of every demographic, psychographic and geographic region are met separately. These three criterions if met properly can help the M&S to satisfy the consumers of every region, preference and taste.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– In the report from the last two paragraphs the main focus is being given to the clothing line of M&S. In clothing specially women clothing there are designers who make clothes for every age group and the role that the women is playing. Usually M&S target the working women and the above 20’s women.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Teenager girls clothing must be made more colorful as they are becoming more conscious for their styles. Their tastes have changed due to the role models that they have for example Hannah Montanah. The world is now a global village. Media has grown a lot. So did the tastes. There is not much difference between the tastes of consumers living in one place or the other. The teenager girls market is very attractive, because this is the segment whose style is related to the peers and friends. They are influenced by whatever good that they see. Also it is easy to find out their behavior. This segment is not much choosy and impulse buying is very common in them. M&S should focus on this target market because major portion of the population consists of them.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– It is very important for every business in the market that it should thoroughly follow the consumers buying behavior. The buying behavior can be viewed through the transaction that consumer make, they can keep the checks on how much frequently one consumer comes to the store, what he/she buys from there etc. this will help the marketers and the marketing of M&S to better provide the products and services for a targeted segment.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.

4. Extended Marketing Mix FOR M&S

– After 2004, M&S geared up its promotional strategy in order to gain the lost market share. It increased its communication where its objective was to inculcate confidence within the consumers and soon this marketing campaign i.e., “Your M&S” not only increased it sales but also served as competitive edge for M&S over other business in the market. The communication, the innovation and the quality in the products together brought the competitive edge for M&S. Also it covered up all the losses and which means that M&S promotional campaign proved to be successful as well as help in every means. It covered all the objectives identified.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– With the increase in sales it becomes necessary for any firm to frequently, effectively and efficiently make it products available on shelf. And when the sales increase the main drawback on which companies forget to focus is the distribution of its products. The distribution that it is running now is fine but it needs to be up to dated. Like Wal-Mart, M&S must also introduce a computer based distribution channel where whenever there is shortage of any product the databases identify it. Another it must have extensive distribution like it should employ more Lorries and trucks.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Much of the discussion in this report is being made on the clothing because of clothing covers a major portion of M&S. Marketing mix is a collection of tolls that affirm applied on its product to meet the needs of its consumers. So its better to more reveal the clothing line of M&S. High priced clothing that meet the needs of elite class that is the targeted segment. It must be designed as if someone designed it from a designer. M&S is going to bring the customers of other high priced brands towards it so everything needed to be aligned in a way that best meets the needs of M&S as well as the elite class consumers.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– For the elite class clothing, style and price matters a lot. If one is offering a product at high price then it need to be to that mark. Product must comply with all the demands that consumer has and it must fulfill the criteria of satisfaction. The consumer gets the right outcome of the price.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.

5. Marketing Products and Services to Organizations rather than Consumers

– Marketing to the organization is totally different as compared to marketing to the consumers. It is also called as business to business B2B marketing.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– Harrison et.alNeed Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
– It is important because one business is connected to another. As the figure illustrates that cotton is one business, it is then spinned by another business or organization, then for futher processing to another and in this way it moves from one organization to another and finally reaches the consumers. The marketing process in case of B2B is different. It does not require huge amount of expenditures on the promotions because the people in organization are knowledgeable. They are not novices (Harrison et.al).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.

6. Difference between International Marketing and Domestic Marketing

– The two main words that easily define these terms that is the international marketing and the domestic marketing are the marketing at home and abroad (Bartels, 1968). Since the world is shrinking and businesses today are not local or regional international or the global marketing has taken birth in this era (Armstrong and Kotler, 2005). Before there was only the concept of domestic marketing where only the products were made for the specific area of region and the marketing as well as the promotion mix depicted the tastes of those consumers. The difference between both is slightly confusing as international marketing is an extension of domestic marketing (Anne, 1990).Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.

7. Conclusion

– In a nut shell one comes to the conclusion that marketing is the integral part of any organization as it helps from procurement to the final step and then to the consumers. It is a milestone, in finding out what is the preference of the consumer and what he wants from the firm. The reporter tried to cover up the clothing line of M&S.Need Assignment Help Online, Homework Solutions & Case Study Answers? Order Custom Research Essay Writing Service.
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