Industrial Investigations module

1. Industrial Investigations
INVESTIGATION INTO THE
PROMOTIONAL ACTIVITIES CARRIED
OUT IN MARKS & SPENCER FOOD
HALL, SPRUCEFIELD

2. Marks & Spencer: An Organisation
 Sprucefield Centre
developed by M&S in March
1989.
 To date it is the largest
store in Ireland.
 Departments include:
 Autograph
 Per Una
 Limited
 Blue Harbour
 Technology
 Cafe Revive, Deli
Bar, Restaurant
 Food Hall

3. Promotional Offers
Dine For 2 For £10 Cook Asian 1234

4. The Investigation ..
 Determine the average customer spend
within the Food Hall.
 Assess how offers are promoted in-store and
elsewhere.
 Evaluate customer awareness of various
sales and offers.
 Research was carried out using:
 Customer Questionnaire
 Management Questionnaire
 Focus Group

5. Findings
 74% heard about offers from TV and other
major media; 16% in store; 10% through word
of mouth.
 50% were happy with the current level of
promotional activity on the offers.
 87% were satisfied with offers in terms of
quality.
 Most customers were aged between 25 and
60. Gender was almost 50-50.

6. Customer Offer Preference
70%
60%
50%
40%
30%
20%
10%
0%
Dine In Cook 1234 Both

7. Conclusion
 Major media i.e. TV, radio, newspapers etc
play a larger role in the success of the offers.
 Offers increase the average customer spend.
 Dine For 2 For £10 proved more popular than
Cook Asian 1234.
 Promotional campaigns need to be reviewed!