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The Marketing Concept &

Process
Marks and Spencer Case Study
Contents
Assignment 1 part A...................................................................................................................3
Question 1..................................................................................................................................3
Question 2..................................................................................................................................4
Question 3..................................................................................................................................5
Question 3.1 Similarities and differences among these elements......................................11
Question 4................................................................................................................................11
Part B Marks and Spencer Case Study.....................................................................................13
Question 1................................................................................................................................13
Question 2................................................................................................................................13
Question 3................................................................................................................................14
Question 4................................................................................................................................15
Question 5................................................................................................................................17
Bibliography.............................................................................................................................19
Websites...................................................................................................................................19

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Assignment 1 part A

Question 1
Compare at least three latest definitions of marketing with examples.

Definition 1
The Charted Institute of Marketing (CIM) defines marketing as:
“The management process which identifies anticipates and satisfies customer
requirements efficiently and profitably.”
This definition of Marketing explains the importance of the role of the manager’s
responsibility. It appreciates the needs for anticipation using forecasting to understand the
future requirements and changes that may occur. This definition also incorporates the
importance of efficiency which can be related to non-profit organizations where efficiency is
greater than profit. The definition expresses the essential practices of marketing concepts in
order to achieve profits.
An organization that conveys such a definition as an example could be Shell Plc. They
globally distribute petroleum to meet consumer demands. Over the years they have listen
to customers regarding safety issues and responded through continuous improvement from
extraction to the end user. Shell has set up many institutions and works closely with
charitable organizations in many third world countries so that it can assist with local
employment, whilst sustaining and increasing profits. (www.shell.com)

Definition 2
The American Marketing Association (AMA) defines marketing as:
"The activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at
large."
This definition combines a magnitude of elements that are keys to the success of an
organisation. It starts at the core identification of customer needs through research and
innovation. It adopts the marketing approach as to how something is achieved, recognising
benefits to both customer and supplier. Applying and managing the marketing mix together
with the vision and goals of the company now and in the future.
It can be suggested that a good example of an organisation that fits this definition would be
Micro-soft with its breakthrough in computer technology, since the launch of Windows not
has it only benefited the business industry sector, government, educational institutes, but

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even the individual private user as well as charity organisations. Microsoft changed the
global world of business and communication.

Definition 3
“Marketing is concerned with the matching of an organisation’s capabilities with
consumers’ wants.” (Business Essentials, Marketing, BBP Learning Media, pg, 19)
This definition recognises that Marketing is the central focus for the overall business
process. It aims to understand the wants of the consumer/industry and matches this with
the capabilities and resources of the organisation. This assists an organisation to identify
whether or not it has the capability to produce such goods for both the benefit of the
consumer and business.
As an example of this definition for instance, a manufacturer of fishing equipment would
not randomly market its product to the entire U.S. population. Instead, it would likely
conduct market research using such tools as demo-graphic reports, market surveys, or focus
groups, it would perhaps target males between the ages of 20 to 40, through market
segmentation, further broken down by income, location, or other factors.

The above three definitions have similarities in the explanation of Marketing. All three
definitions recognise the needs to concentrate on the consumer/customer and understand
their needs and wants. Matching this with organisational resources and its ability to produce
and deliver at a profit, providing mutual benefit.

Question 2
Examine the salient features of a market orientated organization and highlight the
importance of organizational vision.
Market orientation is the implementation of the marketing concept. Being marketing
orientated is more than just being customer-led. It requires the full support of the
organization to be fully implemented in the long term and may need a complete change in
an organization’s culture. Market orientation needs strategic commitment from the entire
organization from the top down and expressed through its vision and mission statements.
Operations are directed towards their customers with a strong and decisive lead from the
top management and a continuous, strategic commitment.
This stresses the importance that the company’s vision sets the entire standard and reveals
the vision as a picture of the organization's desired future and what it ultimately hopes to
accomplish as a result of its efforts. The action of creating a vision forces the entire company to
act in a market orientated culture.

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While mission statements vary from organization to organization they all share similar
components. Most statements include descriptions of the organization's target market, the
geographic domain, their concern for survival, growth and profitability, the company
philosophy, and the organization's desired public image.
A good example of a company’s vision which emanates market orientation is Toyota car
manufacturer, their vision and philosophy is:

“Since its founding, our company has been aiming to enrich society through car making.
Our goal is to be a "good corporate citizen," constantly winning the trust and respect of
the international community. Continuing in the 21st century, we aim for stable long-term
growth, while striving for harmony with people, society and the environment.”
(http://www.toyota.co.jp/en/vision/message/)
This shows that Toyota has started from the very top aiming and understanding its market,
focuses on customer needs, and uses methods of integrated marketing and will therefore
ultimately gain profit through customer satisfaction.
Unlike Henry Ford the founder of the Ford Motor Company, and sponsor of the
development of the assembly line technique of mass production. That is, mass production of
inexpensive goods coupled with high levels of output. Ford had a global vision, with
consumerism as the key to peace. His intense commitment to systematically lowering
costs led to his famous quote “You can have any colour as long as it black.”
(http://www.articlesbase.com/marketing-articles/you-can-have-any-color-as-long-as-it-is-
black-370884.html)
The difference here is that Henry Ford’s approach was not market orientated but Sales
Orientated, he starting point was the factory/machinery, and focused on existing products
(the car). How was his marketing concepts achieved? By means of selling and promotion and
the end results are profits gained through volume sales.

Question 3
Explain at least three elements of marketing with the help of examples. Also try to explore
the similarities and differences among these elements.

The important elements of marketing contained as follows:

1. Marketing focuses on the satisfaction of customer needs, wants and requirements.


2. The philosophy of marketing needs to be owned by everyone from within the
organization.
3. Future needs have to be identified and anticipated, through market-led activities. So
the organization may offer better products and services that meet customer
expectations and satisfaction.

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4. There is normally a focus upon profitability, especially in the corporate sector.
However, as public sector organizations and non-profit organizations adopt the
concept of marketing.
5. More recent marketing concepts recognize the influence of marketing upon society.

The marketing elements cover a much wider scope; the above elements are the most
important. And three are discussed below:

The following three elements are explained:

1. Marketing focuses on the satisfaction of customer needs, wants and requirements

This element means that the organisation marketing concept element is customer-
orientated. It adopts the understanding of Maslow’s hierarchy of needs and aims to satisfy
those 5 layers of needs and beyond. An organisation that understands and commits itself to
satisfying its customer’s needs, wants and requirements is known as a market orientated
business hence customer orientated. The heart of a market orientation is its customer focus.
To create superior value for buyers continuously requires that a seller understand a buyer's
entire value chain, not only as it is today but also as it evolves over time. Buyer value can be
created at any point in the chain by making the buyer either more effective in its markets or
more efficient in its operations. Such organisations will ensure that the entire organisation is
set up with the right structures and processes, such as the distribution system and channel,
its information systems and the flow of influence that is constantly monitoring its ‘PESTLE
Factors.’ The organisation must also adopt Kenichi Ohmae’s (1993), the “Three C’s Strategic
Triangle,” when formulating strategic plans for the business; that is the company itself,
customers and competition. This assists the marketing planners to identify and match the
organisations strengths to the customers needs more effectively than the competition.
IKEA is an example of a customer orientated organisation. The business of IKEA identified
the need especially for its European customers/segment for reasonable priced furniture that
was space saving, modern, easy to collect and excellent customer services. They aimed to
keep prices low buy reducing labour power, it meant that the customer would be
responsible for self assembly. This was a well thought out marketing strategy since the
typical European household’s culture is proud to do DIY (Do It Yourself). From the customer
point of view, they were able to buy low cost furniture, however they had to assemble and
collect the flat-packed furniture from stores.  IKEA was able to reduce costs, as this costly
part of the value chain was carried out by the customer. IKEA kept to standardized products
and operations worldwide.  “This standardized strategy of internationalizing minimized
costs. Further more is can be noted that IKEA has met customer satisfaction and
requirement parts of this marketing element as it spread through the Middle-East it
recognised the importance of changing its strategies to meet the localised culture.”
(http://english.alrroya.com/content/ikea-upbeat-about-mideast-retail-market).

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For Example the IKEA’s in the UAE whilst still maintaining fairly low priced furniture; it offers
the service of assembly. It was able to adapt and identify those needs and allocate its
resources to meet those requirements of the local market. In the Gulf countries it is not
cultural or common for the average household to undertake self-assembly (DIY) practices. In
order for IKEA not to lose out on this market sector they responded to their customer
requirements.

2. The philosophy of marketing needs to be owned by everyone from within the


organization.

This element is part of the marketing process in strategy building and planning. This
means that the market orientated organisation has its customers and market orientation
as the core and the rest of the organisations divisions are structured around this. The
marketing concept and marketing is central to the board-level for its strategic decisions.
Marketing here is at the very high level and not in the sense of price cuts or promotions,
but marketing in the sense of making decisions, devising corporate long-term, medium
term strategies, analysing growth, trends, competitors, organisational resources in
finance and human power. The philosophy of marketing starts at corporate level and is
dispersed throughout the organisation. For example; see diagram:

Corporate Level (Board) & Top Management


Adopt Philosophy of the Marketing Concept, elements, processes and strategies

Senior Management
V.P’s, Directors etc.

Middle Management

Lower Management and Supervisors

This should be consistent through all divisions, departments and SBU’s.

Marketing Concept dispersed throughout the organisation

Finance & Research Manufacturing Logistics


Top Management Budgets Development

Human
Resources

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Services I.T Accounting

Developing the organisational structure and process based on the Marketing Philosophy
element, that marketing needs to be owned by everyone will also make it clear that the
company is able to match its strengths towards the customer’s needs, wants, and
requirements more efficiently and effectively than competitors. This approach will make an
organisation a leader within the business market world.

An Example of such an organisation that illustrates this element is Toyota car manufacturer.
The corporation believes that everybody is responsible for the marketing concept, process,
elements and functions. The company makes a large range of vehicles for both private
customers and commercial organizations, from the small Yaris to large trucks. The company
uses marketing techniques to identify and satisfy customer needs. Its brand is a household
name. The company also maximizes profit through efficient manufacturing approaches (e.g.
Total Quality Management). Business critics argue “that this is because the company has the
right mix of products for the markets that it serves. This is an example of a much focused
segmentation, targeting and positioning in a number of countries.”
(http://www2.toyota.co.jp/en/vision/traditions/nov_dec_02.html)
In addition to Toyota’s Corporate Marketing philosophy of integrating the whole
organisation to acquire the philosophy it also sets up a strong focused marketing
department and sub-businesses-units to enforce this practice: (see below) One of Toyota’s
Marketing Divisions. (http://www2.toyota.co.jp/en/vision/traditions/mar_sep2010.html)

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It can be noted here that not only does Toyota demonstrate the marketing philosophy
throughout the organisation, but has also taken it a step further, with the inclusion of
‘Quality’ it has been elevated into the philosophy that guides its every activity within the
businesses, known as TQM (Total Quality Management).

3. Future needs have to be identified and anticipated, through market-led activities. So


the organization may offer better products and services that meet customer expectations
and satisfaction.

This element involves the Marketing management to analyse, plan, implement and control
the marketing plan and the relationship with other departments. Under this approach
organisations chase their customers at all costs. The goal is to find what customers want and
give it to them by matching the strengths of the organisation and its products and/or
services. It is to translate the philosophy of marketing into reality, to achieve market
orientation. Market orientation involves market-led activities toward developing an
understanding of customer’s current and future needs.
Components and context of market orientation are proposed:
 Customer orientation: understanding costumers well enough, create superior value
for them
 Competitor orientation: awareness of the short- and long term competitors
 Inter-functional co-ordination: using all resources to create value for target
customers
 Organisational culture: linking employee and managerial behaviour to customer
satisfaction
 long-term profit focus: as the overriding business objective
A Market Orientated organisation with Market-Led activities from Kohli and Jaworski 1990,
(Advanced Level Business Studies, Ian Marcouse, 3rd Edition) shows a diagram below
claiming that it is essential for an organisation to develop the marketing concept into the
whole organisations framework:

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Market-led activities are such a vast area and involve many different stages explained
below:
 Identifying who are the customers and why do they buy the service or product
 Market research gathering quantitative and qualitative data analysis this should be
supported by the Information Systems
 Integrate information gathered into marketing information system, computerised
models and decision support systems
 Strategic marketing plan of target markets
 Forecasting in future markets, sales, trends, changes etc…
 Setting and applying the marketing mix
 Implementation of all market-led activities and continuous monitoring and
supporting
 Allocating the resources and pulling together the human resources
 Control and co-ordinating marketing activities to ensure that efficiency and
effectiveness is applied throughout.
 Other market-led activities involves the monitoring and assessing of competitors on
a continuous basis
 Constant Environmental scanning and understanding as PESTEL factors change
An example of an organisation that demonstrates market-led activities is Apple, especially
in the innovative launch of the iPods. “IPods have won several awards ranging from
engineering excellence, to most innovative audio product, to fourth best computer product
of 2006. Besides earning a reputation as a respected entertainment device, the iPod has also
been accepted as business devices. Government departments, major institutions and
international organisations have turned to the iPod line as a delivery mechanism for
business communication and training, such as the Royal and Western Infirmaries in
Glasgow, Scotland, where iPods are used to train new staff. IPods have also gained
popularity for use in education. Apple offers more information on educational uses for iPods
on their website, including a collection of lesson plans. There has also been academic
research done in this area in nursing education and more general K-16 education. Duke

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University provided iPods to all incoming freshmen in the fall of 2004, and the iPod program
continues today with modifications.” (http://en.wikipedia.org/wiki/IPod) It can be argued
that no other product like the IPod is available in today’s market. Steve Jobs has clearly
illustrated market-led activities like no other organisation.

Question 3.1 Similarities and differences among these


elements

The major similarity among the above three elements discussed above are that they all
focus on the customers. The customer is the core and all three elements adopt the
marketing concept of customer orientation, the approach used by all three is that it starts
and ends with the customer. They concentrate on wants, needs, and satisfaction,
identification and analysis first and matching resources are also the main similarities.

The main difference between these elements discussed above is that they are broken down
into steps; the first element discussed is the starting point and the general over all
philosophy of marketing concepts that any organisation should believe in and practice. This
is different from the second element discussed as the second element is describing how the
marketing concept should be applied throughout the organisation, it’s putting the theory
and philosophy of marketing into practical organisational set ups. This element emphasises
the importance of arranging the organisation so that its processes and resources are geared
and centred on the customer orientation concept. Without the correct framework a market-
orientated organisation will not exist. The difference of the third element discussed is that is
about continuous assessment, innovation, feedback, control and monitoring. All three
elements are part but not all of the marketing concept elements. All elements must be
incorporated, set-up, practiced, monitored and improved to the changing needs and
demands of customers.

Question 4
Comment on the importance of benefits and costs of a marketing approach.
There are costs and many benefits of a marketing approach. Previously organisations
practiced sales orientated marketing. As global economy changes and with the reduction of
monopolies (especially in the Western business world), businesses have geared toward a
more customer/consumer orientated approach of marketing.
Main Benefits of Customer orientated marketing approach:
 It creates TQM (Total Quality Management), it provides customers with added-value,
generating customer satisfaction
 Businesses have closer contact with their supplies and can therefore provide the
service/product that customers really want and need. The business should be
flexible to changes in demand patterns and can respond quickly

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 Customers/Consumers are centre to the organisation, giving them priority and
allowing customers to voice feedback
 This approach can be applied to both the individual customer and industrial
customer
 This approach recognises that ‘customers’ are the reasons why businesses exist
 More choice and freedom of goods are available to customers due to more
competition using this approach
 Another main benefit is that this philosophy and practice builds up customer-
relationships which can create cross-selling opportunities and expansion; especially
for those key customers, to build up customer loyalty
 This approach will also assist an organisation through to the future as it has already
established its reputation and loyalty, for example, should Heinz now wish to launch
a new product such as butter or margarine, chances are they will succeed because
the organisation has been using this approach and has established market
confidence and trust.
 Longer term benefits include economies of scale
Costs of Customer orientated marketing approach:
 This approach is difficult to apply to the service sector but plausible. It’s harder to
identify where value can be added. (Although some businesses in the service
industry try to use this approach such as Emirates Airlines)
 The financial costs of applying this approach is very high and will acquire large sums
of investment even before the business starts to benefit from profits
 Costly and time consuming market research is involved for this approach to succeed
 Constant internal changes are needed to mirror the changes of the customers and its
markets
 Organisations also need the correct resources such as human resources and the
experts and experience of its employees are also essential elements for the success
and application of a customer-orientated approach. To conduct research, forecast,
innovation etc, all require highly professional employees. To sustain and search for
such professions is a long process and takes years to establish
 For small businesses this approach is not necessarily going to help the business kick-
start, initially a new or small business needs to benefit from profit as soon as
possible as it has overheads and costs. This approach is more beneficial for the large
mature organisation.
 There is also a tendency to over focus on key customers using this approach which
means the businesses may loose on other opportunities
 This approach is favourable among businesses that operate under highly competitive
markets, for monopolistic organisations they approach would not necessarily be
welcomed by the business. Since they are operating at surplus profits and are more
than likely protected by legislation such an example would be Etisalat Telecom in the
UAE.

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Part B Marks and Spencer Case Study

Question 1
Which competitors enlarged their Premium Retailer brand offerings?
The two main retailers which enlarged their premium brand offerings were Tesco’s
Supermarket in their ‘Finest’ ranges of food items; and Sainsbury’s Supermarket in the
‘Taste the difference’ ranges, both supermarkets produced higher quality products,
packaging and price to match Marks and Spencer’s quality food items.

Question 2
What is the importance of Tagline and how it gives competitive advantage to a brand?
A brand name and image is a work in progress, it requires constant care and protection.
Brand perceptions can change and either strengthen or weaken; a customer is continuously
weighing, measuring, comparing and testing against other products and services available
on the market. Only a meaningful brand promise that differentiates one business from the
rest of the pack can truly strengthen the company's market position.
One of the easiest and most cost-effective ways to communicate a new or revised brand
message is by creating a tagline. A memorable tagline can be used to articulate the
company's vision or unique position, convey essential qualities of the brand character,
emphasize a compelling customer benefit, and align the brand message with an intended
target market. When used in conjunction with a new marketing, advertising, or direct
response campaign, a tagline can extend the brand message; enhance its perceived value
and relevance.
Marks and Spencer’s tagline with the voice of actress Dervia Kirwan announcing “This is not
just food this is Marks and Spencer’s food” was a success increasing sales by 288%. It has a
psychological impact and consumers will associate the tagline with the brand. For the case
of Marks and Spencer the tagline is implying that there is something extra, different, and
special with their food than any other on the market. The idea is so consumers when
thinking about food items will automatically think of yours, thus giving you competitive
advantage over the competing supermarkets and their premium range.

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Question 3
Reference to the Case Study what is the meaning of the term Integrated Campaign and
how did Marks and Spencer achieve it?

Integrated Marketing is:


Synergistic approach to achieving the objectives of a marketing campaign, through a well
coordinated use of different promotional methods. As defined by the American Association
of Advertising Agencies, IMC " ... recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication disciplines advertising, public
relations, personal selling, and sales promotion and combines them to provide clarity,
consistency, and maximum communication impact."
http://www.businessdictionary.com/definition/integrated-marketing-communications-
IMC.html#ixzz13aQ694sI
Furthermore integrated marketing can be achieved provided the company also adapts its
structures, processes, resources, culture and human capabilities. The company must set up
an appropriate framework internally before proceeding externally. All departments of an
organisation must work together to serve the customer’s interest. For Marks and Spencer’s
case they would also need to consider the following:
 Re-engineering
 Out-sourcing
 Bench-marking
 Improve supplier/customer relations
 Merging/takeover or employing
 Globalising
 Flattening structure
 Focusing/Empowering
 Designing a new marketing plan
 Conducting in-depth research
 Monitor and assess the macro-factors i.e. PESTLE factors (Political, Economic, Social,
Technological, Legal and Environmental)
Marks and Spencer managed to achieve an Integrated Marketing Campaign with reference
to the ‘Case Study Abstract:’
“The campaign was well integrated with all TV, print, web and radio advertising with the
same message in store and within direct mail promotions. Throughout the long running
campaign in store price promotions were also used to encourage trial of the food items
featured within the adverts running at that time. They later combined the food promotion
with highly successful advertisements featuring the model Twiggy for clothing.”

Marks and Spencer strategy was trying to follow the strategy of differentiation. There
integrated advertising campaigns used a mixture of sales and advertising with
simultaneously combining what was happening in store to match their external campaigns

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to reinforce confidence and build trust with customers. This encourages customers to
practice a certain type of buying behaviour based on reinforcement learning, reinforcement
learning theory is based on the principle of trial and error learning, when people are faced
with many product options they learn from their previous errors about who is the best
retailer and in this case it is more likely that M&S is the best retailer because one of M&S
core principles is the ‘Quality and value for money’ and they transmitted this through their
integrated marketing campaign and delivered and satisfied their customers with the delivery
of what was being advertised to be true. Furthermore Marks and Spencer has remarkable
customer services and also introduced their own financial services, credit and store cards to
customers. This extends the campaign in the sense that now the customers could purchase
goods without the initial concern of worrying about how they are going to pay for the items.
Using this method of payment M&S collected information about the purchases of its
customers and rewarded them with points, which converted into vouchers.
Sponsoring celebrities by M&S is crucial in pulling customers and setting fashion examples
to M&S clothes. This is because the audience think that fashion adds an extra value not the
quality so when young males and females see a celebrity wearing clothes from M&S, they
will give an extra value to the products and the price could be pushed higher.
Comparing M&S results clearly indicates that the integrated marketing campaign was highly
successful, as the takeover and/or acquisition were avoided and their sales increased by
288% just from the food commercials.

Question 4
What is Ethical Positioning and how Marks and Spencer used it in their Campaign?

A Definition of Business Ethics: “Business ethics can be defined as written and unwritten
codes of principles and values that govern decisions and actions within a company. In the
business world, the organization's culture sets standards for determining the difference
between good and bad decision making and behaviour. In the most basic terms, a definition
for business ethics are to know the difference between right and wrong and choosing to do
what is right. The phrase 'business ethics' can be used to describe the actions of individuals
within an organization, as well as the organization as a whole. The phrase corporate social
responsibility is often used when referring to business ethics. The idea behind this concept is
the belief that companies should consider the needs and interests of multiple stakeholder
groups, not just those with a direct financial stake in the organization's profits and losses.”
(http://business.lovetoknow.com/wiki/A_Definition_for_Business_Ethics)

On 15 January 2007, M&S launched an initiative, known as "Plan A" to dramatically increase
the environmental sustainability of the business within 5 years and expected to cost
£200 million. http://www.marksandspencer.com/). The Plan was to address the key social and
environmental challenges facing M&S today and in the future. The commitment covers five
areas: climate change, waste, sustainable raw materials, fair partnership and healthier life-

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style for customers and employees. It aimed to achieve this by the year 2012. Marks and
Spencer focus on these core areas to advocate that their business practices are morally,
ethically viable and values the importance of corporate social responsibility. The areas are
divided as follows:

 Become carbon neutral


 Send no waste to landfill
 Extend sustainable sourcing
 Help improve the lives of people in their supply chain
 Help customers and employees live a healthier life-style

The above ethical targets released by Marks and Spencer cover the main areas of concern
for any organisation acting within an ethical mode demonstrating social responsibility, this
too includes marketing ethics. Marks and Spencer’s Plan ‘A’ program includes
responsibilities to stakeholders, customers, (customer care), community, employees,
suppliers, competitors and the environment.

 Marks and Spencer has worked to achieve its goal in becoming carbon neutral by
using carbon offsetting as a last resort. Wind turbines are the most common
renewable energy projects that are used as carbon offsets. M & S as of August 2008,
M&S had three wind turbines in operation. In April 2009 the company began
purchasing renewable energy sources and now has enough power for all Marks and
Spencer’s stores and offices in England and Wales.
(http://marksandspencers.com/Marks_%26_Spencer#cite_note-PlanA-35)
 Marks and Spencer has made every effort to reduce its waste produce from its
factory output and supplies to consumer. It has moved towards eco-friendly,
recyclable materials where possible and introduced the 5p price on plastic food
carrier bags where the proceeds are donated to ‘Ground-Work UK.’ The company
under-refurbishing there stores brought more environmentally friendly materials for
example using flooring made from natural rubber. “As well as the 'eco-features', all
suppliers who were contracted to the project worked in a 'greener', more efficient
way. This included operating a green travel plan for all construction traffic and
managing waste materials to ensure that they were recycled where possible.”
(http://schools-wikipedia.org/wp/m/Marks_%2526_Spencer.htm)
 In 2006 the ‘Look Behind the Label’ marketing campaign was introduced. The aim of
this campaign was to highlight to customers, the various ethical and environmentally
friendly aspects, of the production and sourcing methods engaged in by M&S
including: Fairtrade products, sustainable fishing and environmentally friendly textile
dyes. All coffee and tea sold in M&S stores is now Fairtrade, in addition the company
offers clothing lines made from Fairtrade Cotton in selected departments.
(http://www.lowcarbonlife.net/downloads/Marks%20&%20Spencer%27s%20Plan
%20A.pdf)

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 How Marks and Spencer aimed to improve the life style of people in their supply
chain was by encouraging 21 million M&S customers to participate in “Your Green
Idea.” And converting all 2.7 billion individual M&S food, clothing and home items
(across 36,000 product lines) sold every year into ‘Plan A products’, so that each
carries at least one sustainable or ethical attribute.
(http://corporate.marksandspencer.com/investors/press_releases/planA/PlanA)

 The final ethical target that Marks and Spencer used in their campaign was to help
customers and employees live a healthier life-style. A press release recorded on 1 st
March 2010: “Our employees are key to making Plan A how we do business and we
will involve all of them in Plan A. We will offer to insulate, free of charge, the homes
of all of M&S employees and give them a home energy monitor. We will also give
them a greater role in community activities by giving them one paid day off a year to
do voluntary work where they live.” Furthermore Marks and Spencer announced:
“We are offering our customers a home energy service to help save our customers
hundreds of pounds a year and reduce their carbon footprint. This will include a
home insulation service, bespoke energy advice, renewable energy installations (e.g.
solar panels) and energy efficient heating solutions.”

Companies and businesspeople who wish to thrive long-term must adopt sound ethical
decision-making practices. Companies and people who behave in a socially responsible
manner are much more likely to enjoy ultimate success than those whose actions are
motivated solely by profits. Knowing the difference between right and wrong and choosing
what is right is the foundation for ethical decision making. In many cases, doing the right
thing often leads to the greatest financial, social, and personal rewards in the long run.

Question 5
Using your imagination and with the advancement of ICT what else could have been done
if you were responsible of leading M&S in year 2010?

Businesses have sought to take advantage of the global reach of the World Wide Web and
the huge number of potential customers available online. Internet marketing actually
combines many of the basic elements of traditional marketing. "Internet marketing employs
the same methods and theory as traditional public relations and integrated marketing—the
basic tools for any campaign," Maria Duggan and John Deveney wrote in Communication
World.

Internet marketing campaign is intended to increase awareness of an existing brand, draw


visitors to a Web site, or promote a new product offering, it increases awareness and
communicates to large audiences information about the company. Online surveys of
customers are one source of potential feedback.

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With the advancement of the internet Marks and Spencer’s should devise a marketing
program and invest wisely and seek expert advice on improving there web usage such as
dividing the domains:
 Gmail & Google service providers have smart artificial intelligent automated reading
software. It reads individual emails and recognises what the content of the email and
then produces advertisements on the side in a column relevant to the subscribers
email. It is targeting the users email and matching it to company’s advertisements
that it assumes you would be interested in. Marks and Spencer can capitalise on this.
However this costs large sums of money and contracts need to be set up with Gmail
and Google.
 Search engines are useful tools for businesses. Users that are browsing the internet
for special offers and deals can receive M&S promotions, vouchers, discounts, store
information, locations etc…
 Design and set up an interactive website for customers providing virtual images,
check outs, ordering, returning and providing feedback. E.g. insert height, weight,
skin colour, hair, age, measurements etc and ask the site to dress this image, offering
various price, colour, designs, styles etc and pointing the user to an example of the
items available. The web site should also have links, video and virtual images for the
‘Simply Food’ range showing customers what they can make with their food items
and have available recipes etc.
 Make store card payments over the website and give customers a receipt online.
 Marks and Spencer Mobile Shopping, using mobile phones is present and the way of
the future. This idea is to establish a customer base with those consumers who have
busy working lifestyles. The aim is for customers to set up just one account over the
web and then they can manage it from their mobiles. Enabling them to check
reviews, latest offers, store finder, FAQ, enter competitions, access billing/payment
account, join forums, place orders, request for items to be returned, collected and
delivered. All this should be accessible from anywhere, so it is also ideal for the
frequent business traveller.

Using ICT and the Internet will allow Marks and Spencer to create a detailed customer data
base, they can monitor, trends, profits, fast moving items, un-popular items, peak spending
and so on. They can compare and contrast and view customer feedback and compile useful
internal statistics so that the relevant departments can quickly respond and change and/or
devise new strategies to maintain Marks and Spencer at a competitive edge in their business
industry.

Bibliography
Title: Business Essentials

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Marketing Course Book
Publisher: BPP Learning Media
Edition: September 2007 (1st)

Title: Advanced Level Business Studies


Publisher: Hodder Education
Edition: 3rd
Author: Ian Marcouse

Title: Marketing
Publisher: Butterworth & Heinemann
Edition: 5th
Author: Michael Baker

Websites
www.shell.com
http://www.toyota.co.jp/en/vision/message/
http://www.articlesbase.com/marketing-articles/you-can-have-any-color-as-long-as-it-is-
black-370884.html
http://english.alrroya.com/content/ikea-upbeat-about-mideast-retail-market
http://www2.toyota.co.jp/en/vision/traditions/nov_dec_02.html
http://www2.toyota.co.jp/en/vision/traditions/mar_sep2010.html
http://en.wikipedia.org/wiki/IPod
http://www.businessdictionary.com/definition/integrated-marketing-communications-
IMC.html#ixzz13aQ694sI
http://business.lovetoknow.com/wiki/A_Definition_for_Business_Ethics
http://marksandspencers.com/Marks_%26_Spencer#cite_note-PlanA-35)
http://www.lowcarbonlife.net/downloads/Marks%20&%20Spencer%27s%20Plan%20A.pdf
http://corporate.marksandspencer.com/investors/press_releases/planA/PlanA

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