It uses Psychographic segmentation, Behavioural segmentation and Profile segmentation in this regard. It also uses multi-segment marketing strategy which is a differentiating factor for them from their competitors. With the technological advancement the company has also made optimum use of the e-commerce platforms to accelerate their business. From a long time, the company gave importance to focus and direct marketing strategies that have led them win their customers. They have always based their marketing strategies on the consumer needs, lifestyle and different cultures (Sieff, 1991). They have built these strategies keeping in mind their ultimate goals and objectives. They have gone with some unique and strategic way of promoting their products and services which have always separated them from their competitors like The Gap, H&M, etc. Today, the increasingly rapid change in the uncertain market calls for more strategic steps to be taken, the marketing strategies to be more impactful and more innovative ways of promotion and communication to capitalize the opportunities present in the market. This paper is primarily focused on discussing the strategies adopted by Marks and Spencer in expanding its marketing strategies and tactical communication strategies.