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Marketing planning Table of Contents Introduction 4 Changing pattern 5 Marketing audit 6 Barriers in Marketing Planning 8 Ways to overcome the barriers 9 Overcoming strategy by M&S 10 Marketing Plan 12 Marketing strategies 14 Ethical Issues in Marketing Planning 15 Marketing ethics by M&S 16 Reference List 17 Introduction Marks and Spencer (M&S) is one of the leading retailers of United Kingdom (UK).
M&S has been operating for last 129 years and has “grown from single market stall to an international multi-channel retailer” (Marks and Spencer plc., 2013a). The company is operating in more than 50 territories all over the world and has almost 82,000 employees. The organization stands on the pillars of trust, innovation, service, value and quality and works hard to offers quality products that are relevant to the customers. M&S is diversifying its product range, channel, locations and store that will help the company in broadening the international operations and reduces the dependence on UK. The turnover that M&S generates from its operations in UK are segregated into two parts like general merchandise contributes about 46% and food contributes 54%. They have nearly 766 stores all over UK and a flourishing e-commerce business (Marks and Spencer plc., 2013b). The company sells great value and high quality food. They aim towards providing the customers with an outstanding shopping experience. The study focuses on formulating a marketing plan for M&S after conducting the marketing audit and identifying its strength weakness opportunities and threat. 1. a. ...
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