Marks & Spencer is one of the leading retail chains founded in 1884 in Leeds. The main office is located in London. It operates in Great Britain and internationally (Forbes, 2023). It currently employs over 72,000 people. The brand offers products and services such as food, wine, home furnishings, clothes, footwear, insurance and banking services.  (Marks&Spenner, 2023).

"Marketing is still an art, and the marketing manager, as head

chef, must creatively marshal all his marketing activities

to advance the short and long-term interests of his companies." (Borden, 1984)

The 4P marketing mix is ​​a set of elements thanks to which you can influence the market. As the name suggests, it is a model consisting of four elements: price, product, place, and promotion (Kotler,  2012). Situation analysis is a fundamental part of planning marketing steps. External and internal factors that may influence the company's strategy are assessed (Waterschoot, Bulte,  2021)

A place that can also be called a distribution channel is an activity related to delivering the product from the producer to the consumer. These include physical stores, online sales, and franchise partnerships. Marks & Spencer has 1,064 stores in Great Britain and 406 abroad, including Germany, Ireland, India, and Poland (Smith, 2023). The development of e-commerce and changing customer trends, especially during the COVID-19 pandemic, prompted Marks & Spencer to invest in digital platforms and online sales, which significantly improved the ability to reach customers, which is a key factor in achieving success in this type of business. M&S provides home deliveries of its range; this option is available via the website; it also has the option of international delivery of limited products (Annual Report, 2023). In 2017, there was a supply shortage during Christmas, which may have been caused by the unstable political situation due to Brexit.

Promotion is a term used to describe all activities undertaken to inform potential customers about a given product's existence and persuade them to buy it (Cialdini,2016). In order to proceed with advertising activities, it is necessary to define who the customer is, specify what advantages or benefits the offered product has, and the time during which a given product is offered is also crucial. (Goldsmith,2019) The company uses market research to segment recipients based on habits and age. , demographic data, habits, location. The promotional strategy of the Marks & Spencer brand is aimed at building brand awareness. Responding to customer needs increases their commitment and brand loyalty. Marks & Spencer has its own website and uses social media campaigns, television advertisements, and leaflets. The brand also has its own loyalty program, "Sparks" - collected customer points can be used for subsequent purchases to obtain lower prices (M&S, 2023). the brand also has its weaknesses due to poor management; in 2019, it recorded a significant decline in income, but thanks to its activities, M&S in 2023 recorded an increase in revenues by almost 10 percent compared to the previous year (Statista, 2023).

In summary, analysing the market situation based on the marketing mix is ​​an invaluable tool for achieving success and staying on the market. With such a dynamic and competitive economy, it is the pillar of every business (Wrenn, 2014). If marketing is carried out skilfully, it will allow you to sell a larger quantity at a higher price in a larger area, thanks to which the brand can achieve stability and a leading position on the market (Gunawan, 2013).

Cialdini, R.B. (2016). Pre-suasion: a revolutionary way to influence and persuade. New York, N.Y.: Simon & Schuster.

Forbes. Marks & Spencer. Company Overview & News. Available at: https://www.forbes.com/companies/marks-spencer/?sh=42b003647de1  (Accessed 11 Jan. 2024).

Goldsmith R. E. (1999). The Personalised Marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 17(4), 178-185.

Gunawan, A., Kurniawan, Y. and Gregorius Kurnia, S. (2013). A Theoretical Approach to The Concept of Business Intelligence For Decision Making to Support Marketing Mix Strategy (Perspective: Application and Benefits).

‌Marks & Spencer (2023). About Us. Marks & Spencer. Available at: https://corporate.marksandspencer.com/about-us (Accessed 09 Jan. 2024).

Marks and Spencer Group plc (2023). Annual Report. Marks & Spencer. Available at:         https://corporate.marksandspencer.com/sites/marksandspencer/files/2023-06/M%26S_2023_Annual_Report.pdf.

‌Smith, P. (2023). Topic: Marks and Spencer. Statista. Available at: https://www.statista.com/topics/3707/marks-and-spencer/#topicOverview. (Accessed 03 Jan 2024).

Waterschoot, W. and Bulte, C. (2021). The 4P Classification of the Marketing Mix Revisited. Journal of Marketing, 56(4), p.83.

Wrenn, B. and Mansfield, P.M. (2014). Marketing Planning Guide, Third Edition. Routledge.

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