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Marks And Spencer Market Segmentation Strategies

1384 Words6 Pages

BE201 TMA Draft
Karim Mahmoud Ghweil

Question 1:

A. Market segmentation is the process strategy of dividing a product or service for the general or specific groups based on their preferences, style, perceptions, needs, and interests. As Marks & Spencer already segmented its customers in some ways. It used demographic segmentation in which it targeted people with the age of 30 and above and also with relatively good or high income. But why M&S used market segmentation in the first place and how is it beneficial?

When M&S specifically targeted an age population, they made that to mainly focus their production and selling efforts for this age group. In this way they have more time and efforts to be produced for something specific and not …show more content…

Communication in general means a way of transferring a message to someone or a specific audience through a medium. There are 5 main components for communication to happen in marketing. By an ascending order they are: “Sender”, “Message”, “Medium”, “Receiver”, and finally “Feedback”. All of them must occur in this sequence to form a complete way of communication. First, the sender is the message’s source. He decides to whom the message is supposed to be sent to. The sender must simplify the message as much as possible to make it easier to be understood and decrease the time it needs to be interpreted in. Second, the message which can be something as non verbal as pictures, and advertisements, or just verbal lie written in an e-mail or a letter or spoken face to face. Both of these types can be combined together. Third, the medium which the channel that will be used all the way through the process of the communication. It can be interpersonal between two people or impersonal which is for a lot of more people like in a campaign or a TV advertisement. Fourth, the receiver who is the main target of the message itself. It may be a single person or multiple. There are unintended receivers which may be in the community or suppliers. Finally, the feedback which is the consumers’ or anyone’s reactions and perceptions to a specific product, task, or any message that had been done. Feedback could be non verbal and verbal. This communication process is very important because it organizes how a message can be sent, seen, and delivered. Feedback also is very important because it can alter how businesses, and peoples’ communications with each

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Feedback can result in subtle or drastic adjustments or none at all” (2023). Communication is also a good quality when it comes to youth. Being able to communicate with the younger generations, will help the younger children to understand more clearly. In support of this, one of my other personal experiences about communication is when I was testing for my blue belt (ninth belt) and I have always had just this one struggle on one of my forms. After the test, she told me what I had done wrong, and what I could do to improve it.

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These messages enclose information, and the senders of these messages intend particular meanings to reach the receiver of the message, who will then attribute a meaning to the message. The intended meaning may be varying from the meaning attribute to the message by the receiver. This is not only due to the words was used but also by the non-verbal messages that are also sent (Fielding, 1995). Heath (1997) stated that communication occurs in various ways and at diverse levels of awareness. Barber (1993, cited in Heath, 1997) states that communication is that sharing understandings and involves openness to the enquiry of another person, having attention, perception, receptivity and empathy towards that person.

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In terms of controlling, the management of Marks and Spencer has frequent reporting of expenditures with costs to provide a form of feedback. The reactions of managers to such type of data rely on the expectations or the formal budget or planned targets. The management believes in collecting and assigning cost data that is being shifted away from control. There is a recognition related to the repetitive exercise of planning and re-planning for creating a full time job for accountants. The assessment and evaluation of cost data in the aspects of launching new product by Marks and Spencer is about gaining insights and learning ways for achieving the goals of organisation in most effective manner.

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