Answer

Marks and Spencer

Physical Evidence

            Physical evidence, with relation to marketing, involves an environment whereby the service is delivered as well as in which a corporation and client interact. This also includes any tangible features that facilitate communication or performance of service (Baker & Hart, 2007). Marks and Spencer company intends to penetrate the Australian market and physical evidence ought to be consistent with comprehensive marketing campaign. This is because physical evidence serves to solidify the message carried within the marketing campaign in Australia. Marks and Spencer deals with service brand and this raises the need to utilize physical evidence component of marketing in the firm’s efforts to conquer the Australian market. For instance, physical evidence in Australia could take the form staff members, sales assistants, and marketers donning elegant uniforms that are associated with the firm, which clearly communicates the brand messages including striving for excellence. Worth noting, is that such a move is crucial to ensuring that Australians in Sydney, as potential clients, get a consistent message with regard to quality as well as excellence in provision of services (Doyle, 2008). If the physical evidence of the brand comes across as inconsistent, unplanned, or incongruent with added value message that Marks and Spencer seeks to convey, clients will inevitably perceive a gap and likely reject the brand. The implication is that the physical evidence used by the firm in Australia ought to be appealing to the targeted clients, which will potentially serve to attract as well as retain them. De Chernatony et al state that an effective means to make brands tangible involves the use various physical features that are linked to a brand. Altogether, the dress code and other physical cues could help Marks and Spencer, which can be understood as a tangible element with regard to marketing.  

Process Strategy

            Product associate with the firm is intangible or tangible, and they need to be based upon superiority in terms of quality as well as reliability. The products’ focus should be on client satisfaction as well as the target market, which in Australia could involve provision of men, women, as well as children wear. Seeing that Sydney largely comprises of youthful population, the products should focus on the middle age clients.

            Place is all about location where firm’s products can be purchased. Marks and Spencer should have a distribution channel that includes physical stores and virtual ones through its website. In particular, online channels could be used in Australia because the country’s usage is up to 80 percent, which implies that the company’s web page could prove a popular place to purchase products (Clark, 2010).

            Price must be at the center of Marks and Spencer efforts to penetrate the Australian market. Indeed, the firm’s pricing approach ought to vary including cheap, affordable products that help the company compete in the market.

            Promotion involves communicating with clients and the firm could employ such techniques as advertising, public relations, as well as sales promotion to conquer the Australian market. For instance, promotion of products could be done via mainstream communication channels as well as the firm’s website.

            Physical evidence in Australian market could involve brochures, staff uniform patter, as well as company logo to help identify the products.

            Process could involve review as well as inclusion of new program meant to accelerate stock management and raise process efficiency, which would help the firm in its quest to enhance client experience.

            People come across as the most crucial element and the firm could develop it via customer services as well as training. This could involve coaching and supporting staff members and clients.

Marketing implementation

            Marks and Spencer’s implementation of the marketing mix in Australia should involve above average priced products in line with widespread perception of quality. This also includes the perception that products are ethically sourced, and thus come with added value that has always been associated with the firm. As well, the company should strategically have its stores in Australia in both high end and downtown streets. This should enable the firm to meet needs of the expansive population or clients targeted (Hackley, 2009). Worth noting, is that clients in Australia have expectations and strategic locations would go a long way in ensuring their satisfaction. The implication is that the firm should open various stores in Sydney and perhaps increase its online presence. As far as implementation of promotion element is concerned, the firm should seek not only to sell the firm and its products to Australians but also to banish any negative image. As an example, this could take the form of collaborating with celebrity figures in marketing campaigns to endorse the company as well as its products. Nevertheless, the products on offer in Australia should also be of a wide variety to enable clients to choose according to such factors as taste and price. Worth noting, is that clients have expectations leading to satisfaction and providing them with a wide range of products ensures that they have options, which in turn raises their chance of making purchases. For this reason, the company should introduce a range of products in the Australian market to accelerate uptake by clients. In sum, the implementation process should consider the various factors meant to make a marketing campaign successful.