London School of Science and

Technology

Pearson BTEC Level 5 HND Diploma in

Business

Unit 2: Marketing Essentials

Assignment Title: Marketing Essentials

Module Leader:
Nehdia Qadir
Internal Verifier:

Issued on: Mohammad Haider

ME
Deadline: 19thFebruary 2018
Submitted on:
8thJune 2018
Student Name:ELINA TIRON
Student ID:H1709373
Campus/Luton
Pearson Registration Number:

Instructions& Learner Declaration

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Signature & Date:ELINA TIRON 04/06/18

Introduction
Marketing is an operational activity of association that is dealing with functions that are making
participation for the purpose of making people concern about services and products. Market can
be defined as a place which furnishes platform to the buyers and sellers. An analysis of market
studies the dynamics and attractiveness of a popular market into an industry which is special. It
is considered as part of analysis of industry and thus in turning of the analysis of environment of
global. In this module different aspect of marketing like functions of marketing, approaches of
marketing and strategies to attract customers are discussed from the context of M&S.

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Task 1

Date: 2/03/2018

To: CEO, Marks & Spencer

From: Marketing Manager, Marks & Spencer

Subject: Marketing functions of M&S and these functions are interrelated with different
departments of M&S

Dear Sir,

This report is concerned about the marketing functions of M&S and these functions are
interrelated with different departments of M&S

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P1- Roles and responsibilities of marketing of M&S
Marketing:

It is an operational activity of association that is dealing with functions that are making
participation for the purpose of making people concern about services and products. Market can
be defined as a place which furnishes platform to the buyers and sellers. For the purpose of
increasing the selling, seller has necessity to utilize various marketing and advertising techniques
to produce concern about existence of product (Berthon, 2012)

Marketing functions:

Market analysis: An analysis of market studies the dynamics and attractiveness of a popular
market into an industry which is special. It is considered as part of analysis of industry and thus
in turning of the analysis of environment of global. By entire analyses, SWOT of an organization
could be traced. Overall by helping of analysis of SWOT, sufficient strategies of business of
M&S would be defined. Analysis of market can be considered as an investigation which is
documented of an industry that is utilized for informing planning functions of M&S normally
around inventory’s decisions, buying, and labor force, activities of promotions and rest aspects of
M&S (Cavusgil, 2014).

Selecting the target market: Segmentation is key process of marketing which indicates division
a huge marker of business or consumer, generally including potential and present market into
small groups of customers depends on some kind of similar features (Dickson, 2017)

Following are the 4 strategies of targeting market:

Mass marketing: It is a kind of method which is utilized to target more people to make
advertising one message which marketers are willing the market which is targeted to realize.

Differentiated marketing strategy: It is a kind of practice at which various massages of

organizations are promoted for appealing to particular teams of people into the targeted market
and it is a method which needs more money to pull off.

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Niche marketing: This term is utilized in organization that emphasizes on products’ selling and
also services solely on a particular market of target. Although being more attractive for the little
organizations and businesses this marketing is considered highly

Direct marketing: It is a kind of method which organization has ability to directly market to their
consumers’ wants and needs and it emphasizes on habit of spending of consumers.

Positioning: It indicates to the place which brand belongs in the customers’ mind and hoe it is
differentiated from others products like competitors (Howard, 2009).

4P’s of marketing:

Product: It can be explained like the services and goods or combining both offering through the
organization to the market which is targeted and it can be tangible or intangible. Product’s nature
classifies it into three criteria (Berthon, 2012).

Price: It is being illustrated like the amount that has exchanged in context of purchasing the
producer from customers and in normal sense price could be made calculation through addition
the product’s cost with margin of profit of company

Place: It is involving entire functions in producing the available product to the customers who
are targeted and it is including channels distribution and also including the zone where available
the product (Cavusgil, 2014)

Promotion: Promotion & advertising concerns entire functions that is dealing with product’s
advertising. Various tools of promotion have been utilized through various associations for the
purpose of creating concerns about the market product (Howard, 2009)

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Figure: Marketing functions

Source: marketingtools.com.uk, 2016

Marketing Implementation & control: For plan of marketing this is fundamental which ought to
be accomplished through balancing the aims with outcomes and M&S’s drafted functions ought
to be taken into consideration for the purpose of checking the processes such that right
measurement could be utilized if any different is searched (Berthon, 2012)

P2- How the responsibilities and roles are interrelated in the context of
M&S
The role of marketing within B2B context:

In B2B marketing focuses on product through emphasizing on products’ feature. In the decision
of purchasing there is no personal emotion concerned.

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Marketing focuses just on realizing the buyers of organization and how they are operating into
confining of their procedures of organization like what is important to them or what is their role

Marketing also emphasizes in type of business more on services and product if the organization
like M&S is struggling on providing their messages to customers like to what it indicates for
their business (Berthon, 2012)

In this type of business marketing has a thirst for knowledge and they are informing seekers.
With more materials of marketing focuses more in depth.

In this type of marketing most effective message will emphasize on how the organization will
save resources and time from services or products (Cavusgil, 2014).

Marketing builds up relationship in B2B and marketing has the last aim of creating a business
relationship in long term basis (Howard, 2009)

The role of marketing within B2C context:

Marketing in B2C campaigns being with research of market which is comprehensive, Marketers
know who their customers are and marketing finds out their wants and the message they want to
provide their customers. Research of market in B2C context enable organizations to craft fruitful
message and choose factors that is engaging particular audiences. In B2C context marketing
ought to undertake the internet consider into account, utilizing techniques and tools like social
media, Quick response codes, affiliate programs and websites.

Through discount offers, storefronts, internet marketing and advertising the marketing in B2C
context works to convert buyers to purchase as fast as possible. Marketing is this case wants to
escape to the point as consumers do not willing to work to realize the company’s benefit rather
they will willing organization like M&S for pointing out the advantage to them accurately
(Berthon, 2012)

Marketing is this case emphasize on the outcomes and advantages that their service or product
will be brought to them as customers in this case buy more on notion (Berthon, 2012).

Applicable for M&S:

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For the M&S the most applicable will be B2C as in this type of context organization focuses on
customers’ wants, needs and M&S will focus more on what the customers want from M&S.
Through focus on B2C M&S can satisfy the customers as it is retailing company and by focusing
on customers M&S will achieve competitive advantage over its competitors. Also marketing
emphasizes in type of business more on services and product if the organization like M&S is
struggling on providing their messages to customers like to what it indicates for their business.
Research of market in B2C context enable organizations to craft fruitful message and choose
factors that is engaging particular audiences (Berthon, 2012). In B2C context marketing ought to
undertake the internet consider into account, utilizing techniques and tools like social media,
Quick response codes, affiliate programs and websites. Through discount offers, storefronts,
internet marketing and advertising the marketing in B2C context works to convert buyers to
purchase as fast as possible. Marketing is this case wants to escape to the point as consumers do
not willing to work to realize the company’s benefit rather they will willing organization like
M&S for pointing out the advantage to them accurately. Marketing is this case emphasize on the
outcomes and advantages that their service or product will be brought to them as customers in
this case buy more on notion (Howard, 2009).

Interrelationship between other functions of organization and marketing functions could be

illustrated since, the functions of marketing M&S are portion of an organization of business and
thus other divisions and operational units are related with one another. This could be illustrated
like functions of marketing are needed backing up by the rest departments of operations of the
M&S also performing fruitfully (Berthon, 2012). If M&S has necessity for planning and
implementing a plan of marketing then they have required assistance of department of finance of
M&S, HR department, production and sales department. Also if the team of marketing of M&S
is willing for offering on the bulk buying of the products since purchase two will receive one free
scheme then the team of marketing of M&S needs to interact with production and finance
department of the M&S primarily (Cavusgil, 2014). The functions of marketing are to enrich the
organizational profitability at a time and the department of finance furnishes right budget to the
department of marketing for implementing and planning of plan of marketing. Department of
production interacts with department of logistics of M&S to satisfy the supply and demand of
services and products. HR regulations are produced as per trends of market, consumers’ target

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and sales. By this way units of function of the M&S are interconnected with one another for
bringing a fruitful plan of marketing among the M&S (Howard, 2009)

Task 2
Date: 2/03/2018

To: CEO, Marks & Spencer

From: Marketing Manager, Marks & Spencer

Subject: Marketing 7P’s comparison of M&S and Next plc.

Dear Sir,

This report is concerned about the marketing 7P’s comparison of M&S and Next plc.

P3- Comparing the 7P’s between M&S and Next plc

Marketing mix:

Mix of marketing is the fundamental and the core part of plan of marketing and it is including
entire the factors that are significant for a company from producing to products’ selling. It could
be taken into consideration like the tools of marketing set that blends in together for generating a
response of marketing in the industry and each company utilizes such tool to produce its plan of
marketing. Normally it is consisting the 4p’s though presently it is extending to 7p’s of
marketing (Berthon, 2012)

4P’s of marketing:

Product: It can be explained like the services and goods or combining both offering through the
organization to the market which is targeted and it can be tangible or intangible. Product’s nature
classifies it into three criteria. Such criteria are key product and real product and ending one is
product which is augmented (Dickson, 2017)

Price: It is being illustrated like the amount that has exchanged in context of purchasing the
producer from customers and in normal sense price could be made calculation through addition

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the product’s cost with margin of profit of company also the intermediaries which are concerned
in supplying the product to the ending customer (Howard, 2009)

Place: It is involving entire functions in producing the available product to the customers who
are targeted and it is including channels distribution and also including the zone where available
the product

Promotion: Promotion & advertising concerns entire functions that is dealing with product’s
advertising. Various tools of promotion have been utilized through various associations for the
purpose of creating concerns about the market product

Extended 3 P’s:

People: Entire factors of human resource that are concerned indirectly and directly in the entire
process from products’ manufacturing to its selling are considered in this factor and it is the most
significant marketing’s mix tool as entire processes from inception to the ending could be
probable only with helping of pertinent human resources

Process: It can be defined like entire functions and the practices which are concerned in
producing he available product to the market and such tool concentrates mainly on flow of such
function for the purpose of getting best outcomes (Berthon, 2012)

Physical evidence: It is key portion of associated with service and product and such is proof of
existence and presence of market’s product which can be packaging, signs, logos and so on
(Cavusgil, 2014).

Comparing mix of marketing of M&S and Next plc:

Tools of marketing mix M&S Next plc

M&S is generally into A wide range of products are
furnishing retailing service to offered by Next plc like
customers and the main healthcare products, beauty
products are beauty products, products, electronic products
health and safety product & etc (Berthon, 2012).
electronic products. secondly

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 it provides service through the
organization is of access into
internet by 4G and 3G
Price Penetrating strategy of pricing Premium pricing has been
has been used by M&S for the used by Next plc as Next
purpose of penetrating in the needs to manage its symbol of
industry. M&S was firstly status and thus must demand
innovated 4G service to kept prices of premium from
prices more and utilizes consumers. He strategy of
strategy of premium pricing pricing also assists the
(Dickson, 2017) organization to attract a
middle & upper class and
small sector as it can make
more profit
Place M&S utilizes catalogues and Next plc uses Holistic
internet for doing direct approach of distribution and
marketing. Staff of sales is selective strategies of
utilized to make dealing with distribution has been used by
intermediaries- agents, this company like Next
partners and franchisee telecom, online next outlets
etc
Promotion The key tool of promotion 4 key techniques that have
adopted by M&S is relations been utilized through the
with public and such tool M&S are personal selling,
assists the company in sales promotion, public
obtaining its aims of enriching relations and advertising. Next
selling and winning press, events releases and so
stakeholders’ trust. By on are many of the strategies
customers and sales service of doing relation with public
representative to make by evaluating the people
promotion the new products in responses (Cavusgil, 2014)

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 industry (Berthon, 2012)
People Increasing market coverage Employees are key people
and sales is the key objective who are the reason behind the
of M&S. intermediaries, company’s innovation
employees and managers are
key associated people to it
who help to achieve its
objectives (Howard, 2009)
Process Both the product and process Ultimate sophistication is
of M&S fascinates the simplicity is believed by Next
consumers and make available plc for which it is known as
the product to customers simplified operations and
processes. Around the world it
owns more stores and in every
process follows a system
Physical evidence M&S doesn’t make utilization Physical evidence is logo and
of physical evidence’s power stores’ pleasant ambience. To
to convince & attract the customers it provides an
consumers. Logo of this experience of premium and
company is its physical assists in managing the image
evidence (Cavusgil, 2014) of brand with complexity
(Berthon, 2012)

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Task 3

P4- Marketing plan

Executive summary:

In this report the emphasize provided on the evaluation of the environment of marketing of the
organization which is known like M&S company which is a retailing organization in the United
Kingdom and it is considered as the future leading retailing company. For the purpose of
assessment of Porter’s five factor analysis, PESTEL analysis and external environment analysis
have been utilized. For the purpose to make analysis the M&S’s external environment analysis
and the value chain analysis, product portfolio & financial performance is being evaluated and
analyzed. M&S is yet facing many of the issues in regard weak interaction between the brand
recognition and departments. Different suggestions have been provided in this report to remove
these hazards.

Marketing condition analysis:

Internal analysis: This kind of analysis can be defined as making examination the factors of
internal that impact the functioning of company. These elements might concern the analysis of
finance, strength and weakness of the country and value chain analysis. The organizational
analysis of M&S assists in the making the progress planning for the M&S by making
determination its weakness, mistakes as well as advantages over its competitors.

Financial performance:

Particulars 2017 2016

Financial activities £401m £130m
Net cash used in investing £1.1215m £630m
activities
Net cash provided by £1200m 1050m
operating activities
Total net assets £ 9.733m £10315m
Revenue £6.5B 6.8B

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Source: M&S.com, 2017

In this figure it has been showed that the M&S’s financial performance in the year 2016 & 2017
and it has been evaluated and observed that the entire organizational revenue has reduced from
£6.8 to £6.5 and also it has revealed that the invested cash in the M&S has also enriched from
2016 to 2017. The reason behind that of launching of more modern services like online fast sales,
credit services, discounts in the year

Analysis of value chain:

It is the working tool for the other companies and also for M&S to make examination the
functions of internal of the company and this tool s being utilized to make judgment the
associated value of the function that have been make conduction in the company. The practice is
accomplished for the purpose to search out the progressing area in the functions such that the
M&S can make addition of value to the final finished product through making the progress
which is necessary. Since the key purpose of M&S is to arrive by the masses so it is significant
for M&S to enrich its approach of selling. Since it is illustrated in the context, M&S is facing
weak communication of cross functions so the attempts ought to be produced through the
organization to enrich the interaction between the marketing and sales department (Berthon,
2012)

M&S emphasizes on beginning stores of retaining that assists in more selling and products
through method of direct marketing and selling

Figure: Method of selling products in direct marketing & selling

Source: marketingtools.com, 2016

Product portfolio analysis: M&S 4G products are being made consideration since the products
which have more share of market and relative high growth and around 9,00,000 new consumers

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have been obtained through the 2017’s 3 quarters which indicates the product covers the more
share of market in the market. In opposition the 3G supported products of the M&S is at situation
of balance growth but yet furnishing more revenue to M&S except more investment.

External environment analysis:

PESTEL analysis:

Political factors: In the retailing industry the regulatory bodies in United Kingdom is less strict
and it helps the retailing organization to make more good relation with AISAN countries and
African countries which makes more easy for UK based retailing companies to manage raw
materials in less cost. However, UK government yet has many of the affect by making
announcement in regard the investment. UK government made announcement that there ought to
invest of £120m for the improvement of internet services (Berthon, 2012).

Economic factors: The inflation rate of UK is now 5.3% which is lower in comparison to other
countries and it makes easy to retain the prices of products at lower level. The labor cost in UK is
also lower which allows the retailing organizations including M&S to source labor at lower
costs. It is also found that to be much popular & favorable for the companies of retailing since
the nation has recovered from the period of recession of 2008-10. The increment in disposable
income of household results in progress of mobile consumption (Howard, 2009)

Social elements: Each product is manufactured through various divisions of purchasers and
those division have various behavior of purchase as per their beliefs and nature and it has been
revealed that the division of consumers of under 18 ages the services of mobile has increased to
80% from 60% into the year of 2014-2016. This segment also utilizes many other paths of
interaction such as text messages and social networking etc and the necessary of this targeted
segment is various from other divisions (Cavusgil, 2014)

Technological factors: By the demands and changes the electronic industry is much impacted
and due to more demand in high speed service of internet leads to inaugurate of 4G handsets by
M&S Company is the best example

Legal factors: The online safety and protection act is much restrict in UK which provides the
service to protect protection to consumers to protect their private information. The copyright,

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trademark act protect the designs, colors and name & product of organizations including M&S. it
is suggested by OFCOM that customers are free to make termination the contracts with the
service of telecom in the outcomes and issues such as rising of price of the product (Berthon,
2012)

Ecological environment: The organization like M&S and also the telecom industry doesn’t get
impacted so much through the altering factors of environment

Competitive analysis- Porter’s five factors analysis:

Threat of competition: In United Kingdom the retailing telecom industry is much competitive in
feature and nature. Some of the retailing companies such as Tesco, ALDI, LIDI, O2, and Virgin
and so on are facing more competition hazard due to the market saturating. M&S is covering
13% market share so it has more threat of competition (Howard, 2009).

Market Share

TESCO
ALDI
LIDI
M&S
Others

Figure: Market share of retailing industry in UK

Source: retailingindustry.uk, 2016

Threat of new entry: This sort of industry is much attractive relatively due to more margin of
profit. However, entry into the market needs more investment and capital that functions as the

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hazards and limitation to the enter into the new organization in the industry of retailing
(Cavusgil, 2014)

Bargaining power of buyers: Due to market saturation consumers have more selections to
choose to switch on the networks of market and retailing industry. The cost of switching is also
lower which results in more power of bargaining of the consumers

Bargaining power of suppliers: As there are available suppliers for such kind of products and
industry so the producers can easily switch to another supplier for this reason the bargaining
power of suppliers is lower (Dickson, 2017)

Threat of substitute products: Retailing organizations have middle hazards from the substitute
and in case of electronic products like cell phone and this is reason of advancement in the
services of internet assists other techniques and approaches to communicate and text with
reminders. Viber and Skype are many of the apps that function like the substitute for network
free calling service of telecom

SWOT analysis:

Strengths Weakness
High level of performance in speed’s terms High volume of complains of service of
Largest 4G base of customer customer because of lower cross
In the industry the market leader it is communication functionally
Security applications on cell phones Lower recognition of brand
Not available of 4 generation roaming services
Opportunities Threats
Introduction of individual and own cell Because of industry’s saturation there is more
phones of brand threat of competitors
In the activities of marketing there is more Enrich in the utilization of apps such as Whats-
involvement to make improvement the app, SKYPE and hike (Berthon, 2012)
branding

Track marketing activities:

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 1. Sales revenue: It is estimated that after marketing and promoting the new products and
successfully executed the key marketing plan the new product which is selected will yield
reasonable and satisfactory sales revenue.
2. Cost per lead: The relevant costs are general overhead, technology and software and
manpower (technical and creative) and other costs like advertising and marketing
distribution.
3. Customer value: There is no good way for measuring the value of customers than arrive
out to the organizations’ present customers. Both doing this assist organization retain in
contact with leads and it also assist decrease churn, retain organizational customer
satisfied and expand organizational customers’ value for lifetime
4. Lead to customer ratio: Overall organizational efforts of marketing it is significant to
understand how many lead organizational teams of sales is able to close. Organization
will willing to make calculation both sales qualified lead rate of conversion and sales are
accepting lead rate of conversion
5. Leading page conversion rates: It covers shorten organizational form, make
organizational content more persuasive, alter organizational CTA color and add social
proof

Objectives of market: After the analysis the inward also the outward environment of the
organization it has evaluated that organization must to emphasize on producing objectives and
smart goals. In below there are some of the objectives that have necessity to be emphasized:

Enrich more number of users of 4G

Progressing communication of cross function
Enrich in the volume of gratified consumers
Enrich is base of customers

Budget:

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Strategies: For increasing the base of customer of the organization it is necessary for the
organization to make large their arrival and this could be possible through inaugurating many
outlets in the nation and it has evaluated that organization faces the hazard of weak
communication of cross function. This limits the bonding and communication between the
strategies of marketing and the organizational objectives. After situation analysis it is revealed
and evaluated that deduction in satisfaction of customer is also the element that impacts the
company’s growth (Berthon, 2012). By this way it is significant for serving the consumer from
every possible path through internet, dealer and retailers. For increasing the number of gratified
consumers, companies require to make investment in service department of customers instead of
obtaining new consumers. For increasing base of customer of forth generation, companies’ needs
to make improvement the strategies of promotional, price, place and penetration strategy of
pricing that have necessity to be utilized for the purpose to obtain more market for forth
generation services.

STP (Segmentation, Targeting, Positioning):

Segmentation: M&S segments the market into 3 categories like the teen group, young group and
old group. Also it segmented the market depends on income level like the lower income group,
middle range income group and higher range income group (Dickson, 2017)

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Targeting: After the market segmentation M&S must emphasize on selecting little of the
divisions that could be targeted and the target is the selection process that is much profitable and
yield more turnovers. In 2017 it has found that M&S tries for targeting the Next plc targets
consumers that are teen technology savvy generating for inaugurating 4 generation products
(Howard, 2009)

Positioning: It is the strategy of drawing a picture in the targeted customers’ minds with the
variations traits from the competitors and M&S is trying itself to make position since the brand
of premium. It is revealed and analyzed that the organization is demanding more prices and
furnishing lower quality of services and products to the consumers and users and the
organization has necessity to make alterations in their techniques by cutting the prices or by
quality’s uplifting of the services and products (Cavusgil, 2014)

Control of market: This is the fundamental requirement of the planning of marketing and the
control ought to be accomplished through balancing and matching the aims with the outcomes.
Activities which are drafted ought to be taken into consideration for the purpose of checking the
processes such that right measurements can be utilized if any variance is searched (Berthon,
2012)

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Conclusion
This limits the bonding and communication between the strategies of marketing and the
organizational objectives. After situation analysis it is revealed and evaluated that deduction in
satisfaction of customer is also the element that impacts the company’s growth. By this way it is
significant for serving the consumer from every possible path through internet, dealer and
retailers. For increasing the number of gratified consumers, companies require to make
investment in service department of customers instead of obtaining new consumers.

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