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Presentation on Marketing Management of Marks and Spencer

Marks and Spencer is the multinational retailer company selling various products. Our writers look under the hood and describe M&S introduction, current market position, planning, etc. Watch this ppt and learn about M&S.

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Presentation on Marketing Management of Marks and Spencer

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  1. Marketing Management MARKS AND SPENCER

  2. INTRODUCTION • Marketing is a process or set of actions which are undertaken by a company for promoting and enhancing the sales of a product or service. • Effective marketing planning involves recognition of customer demands and fulfilling these through good quality products and services.

  3. MARKS AND SPENCER • Founded in 1884. • The organisation is a brand icon in clothe production line. • Also deals in home and luxury food products.

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  5. 1. Current Market Position • M&S holds a strong position in both domestic and international market. • Holds a position of brand icon due to high quality products and services. • Diverse range of products is being sold by M&S. • About 900 stores are present in all over the world and 600 are present solely in UK.

  6. Despite of these great attributes, bad publicity has degraded the company reputation. • There are large numbers of brands produced by the company which help in gaining customer share through different mediums. • There is less amount of technical adaptation by the company. • M&S holds large scope for development and internationalisation.

  7. 2. Marketing Objectives • To enhance competitive edge in retail market place. • To enhance brand name through multi-branding concept. • To retain customers for surviving in the same market place. • Objectives and goals are defined for gaining a path which can further be used for planning out the respective activities.

  8. No action plan or strategy can be effectively implemented if objectives are not established. • The leader or person in-charge has to utilise vision and aim for developing the objectives. • The above described objectives will be helpful for M&S to align the different related business processes with vision and accomplish set goals.

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  10. 3. Marketing Planning • Marketing planning is used for effectively communicating the products and services of an organisation to customers. • A clear idea about the promotional strategies and target markets is gained through this process. • The plan is also prepared so that the vision of M&S for gaining a stable position in market can be supported efficiently.

  11. Long term sustainability, competitive advantage and development of business capabilities are some of the factors which are focused before devising a strategy. • Launch of fashionable clothing has to be aided with proper communication tactics. • Hence, marketing planning is performed.

  12. 4. Marketing Communications Plan • Marketing communications plan is based on some fundamental concepts of marketing. • The before stated objectives have been used for this purpose. • Segmentation is performed to select a particular group of customers through the particular product. • The demographic and geographical segmentation is performed for fashionable clothing line of M&S.

  13. Young adults and demographically citizens of UK have been segmented for this purpose. • Targeting is the second stage of marketing communications plan. • Internet marketing is used for focusing fashionable clothing towards young adults.

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  15. Rigorous campaigning and special attention through sponsorships is the main promotional activity which has to be encouraged by the organisation. • Evaluation and monitoring is the last stage of the marketing plan.

  16. Conclusion • The use of proposed marketing plan will help the organization to meet its objectives in the next 3 years. • M&S has to improve its position in the current market for enhancing the customer share. • Marketing planning should be considered as an integral part of the business processing.

  17. References • Books and Journals • Gummesson, E., Mele, C. and Polese, F., 2016. The Naples Forum on Service: Developing theory through the practices of a community. Marketing Theory.  • Hogarth, R. M. and Soyer, E., 2016. Kind and Wicked Experience in Marketing Management. Journal of Marketing Behavior.  • Online • M&S targets attitude not age to rebuild fashion business. 2016. [Online]. Available through: <https://www.marketingweek.com/2016/11/04/ms-dismisses-segmentation-saying-fashion-attitudes-are-ageless/ >

  18. THANK YOU

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