Marks and Spencer's has several business and marketing objectives: 1) Focus on improving their brand, stores, clothing range, home department, and food products in the UK. 2) Distribute products through various channels including stores, phone, and online. 3) Increase international sales in markets they currently operate in. 4) Reduce costs and increase control through investments in IT, logistics, and supply chain.

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Lewis Appleton 1 Miss James
Marks and Spencer’s
Business aims and objectives
The objectivesforMarksand Spencer'sare;
 To focuson the UK; theywill improveonthe brand,stores,clothingrange,home
departmentandfoodproducts.
 To distribute productsoveravarietyof channels;meaningcustomerswillbe able tobuy
productsin store,overthe phone andonline.
 International;theywanttohave higherinternational salesforthe marketstheyoperate in.
 IT, logisticsandsupply;increasecostsavingsandincrease capital investment,reduce
dependence onsupplychainandhave greatercontrol.
Marketing and promotional objectives
The marketingandpromotional objectivesforMarks andSpencer’sare;
 Focuson promotionsandmarketingcampaignstohelpfoodsaleswithinthe market.
 Improve the publicrelationsandcoordinationof advertisingcampaigns.
 Improve awarenessanduse of the online versionof theirstoresandboostpurchasesmade
throughthe site.
Link betweenbusiness and marketing aims
By focusingonthe promotionsinthe UK and the marketingcampaigns,specificallyforfoodproducts
withinthe UKstoreswill allowthe objective tobe metwithinthe UK,theycan thenuse the
knowledge of howthisworkedinothercountries. The companyoriginatedinthe UK.
To improve the publicrelationstheycouldmake theirstore more organisedsuchaslabelled aisles,
thiswouldallowcustomerstoknowexactlywheretheyhave togofor certainproductsand if they
alsodecide topromote theirupdate inorganisationintheiradvertisementsitcancatch the
customersattention.
By advertisinganewlayoutupdate of theirwebsite itwouldgiveasignificantboosttopeople trying
the website toshop.Onthe front page of theirwebsite theycouldshow the biggestandlatestprice
cuts and savingswhichwouldcompletelycatchthe attentionof customer’seyes. The aimtofocus
on the UK can be combinedwiththe aimtofocuson promotionsandtherefore theycanfocuson
promotionswithinthe UKtomeetbothof these objectives.
Target market
Marks and Spencer’stargettheirmarketusuallybyemail,assoonasnew offersare introducedthey
sendoutemailstopeople thatregularlyvisittheirwebsite aboutthe offersandinclude themonthe

2. Unit 9 M1
Lewis Appleton 2 Miss James
website;theycanalsoadvertise theiroffersthroughnewspapersandtelevisionorradio
advertisements.The customersthatsee these advertisementscanrelate tothe promotional
message eventhoughMarksand Spencer’susesamassmarketingapproach.Theyuse lotsof
channelssowill have awide opportunitytoensure theirmarketingmessagesare heard.
Promotional mix
People are usuallylookingto receiveagooddeal and therefore will alwaysgoforthe productswhich
have the highercustomersatisfactionandbrandrecognitiontherefore MarksandSpencer’s
productswill needtobe have satisfiedcustomerstoensure thatpeople will purchasetheminthe
future.Customersare alsointerestedindifferentparticularthingssoforthisreasonMarks and
Spencer’s needtomake sure thatthe products ontheirwebsite are categorisedforthe customersto
have easyaccess to.The more preferredof the categoriesare shownona largerdynamicbox sothat
customersare notifiedwiththe currentoffersinthatcategory. The wayMarks and Spencer’suse
theirwebsite isthattheyputeveryinterestingupdate ontotheirwebsite sothatcustomersand
potential customerssee them.Thisincludesthingssuchasoffersandhighcustomerratings.The way
Marks and Spencer’suse TV isthat theypromote boththe productstheyhave and the productsthey
sell throughindirectmarketing,thiswaytheypromote bothtypesof productsatthe same time and
can relate the productstogethersuchas McVitie’sdigestivesandM&Sdigestives.
Howthey segment customers
Marks and Spencer’ssegmenttheircustomersbycategoryandbygender;thiscan be seenontheir
website.Theyhave asectionwhichisforwomenwhichincludeswomen’sclothingandthere are
evensubsectionsforthe differenttypesof clothingandthe offersthatare available.The same
appliestothe mensectiononthe categories.Itcan be seenhow itis categorisedbecause theyhave
sectionsforthingssuchas technology,whichagainhassubsectionsforthingssuchas TV’sand
gamingdevices.The subcategorieseveninclude “popularbrands”,thisallowscustomerstosee what
productsare purchasedmore andtherefore be of higherquality. Theymayalsosegmentcustomers
by income meaningthatmore budgetitemsare available forthe peoplethatdon’treceive asmuch
money.Middle andhigherincomescanalsotake advantage because of special offerssuchas10%
off on purchasesover£50. Theyalsosegmentbyinterestpeople thatare interestedinsavingmoney
and findingbargainsmaytake advantage of suchoffersas“buy one getone free”and maybe
persuadedtosave moneybutat the same time helpMarks and Spencer’sprofitandbuildontheir
customerbase.FinallyMarksandSpencer’ssegmentbyoptionbecauseif the customerdoesnot
wantto buy the M&S productstheycan buybrand namedproductsinstead,thisalsoappliesto
service suchas self checkout,checkout,delivery,collectandalsothe formsof paymentusedto pay
for the basketof shopping.
Brand values
Marks and Spencer’sownbrandsare regardedas one of the bestqualityfora store sellingitsown
brandedproducts;theyare purchasedby customersona regularbasisand are consideredtobe a
goodvalue forthe price inrelationtothe qualitythatthey provide.Aswell asthisMarks and
Spencer’salsosell brandedproductswhichtheyofferareasonable price range onandare
consideredgoodvalue formoney.

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Lewis Appleton 3 Miss James
Brand benefits
Marks and Spencer’sbenefitfromsellingtheirownbrand,astheyare regardedthe bestown
brandedproductsellertheyhave the advantage inthe competition.Althoughbrandedproductsmay
be purchasedelsewhere forcheaperthantheyare at Marks and Spencer’stheyhave theirown
cheaperandhighqualitybrandedproductswhichhave little competitionandif someone islooking
to buycheap brandeditemstheycouldpossible visitMark’sandSpencer’sratherthana competitor.
The benefitsof the brandare that it increasesthe reliabilitymakingitmore likelyforcustomersto
use the shop again.
Brand extensions
Marks and Spencer’shave beenable toextendintootherservicessuchasfinance;theyoffercredit
cards, loansandinsurance products.The reasontheyhave beenable todo thisisbecause of their
successand brandawareness. Theyalsoofferbankingservices.