This report/project comprises of analysing Marks and Spencer in its current state and strategies as well as past achievements. The findings was then formulated into a report as recommendations which showed how strategically Marks and Spencer can improve. This also comprised of looking competitor analytic's and their campaigns for Marks and Spencer to be competitive. This report/project built on existing skills such as; business planning, marketing communications planning, product development and financial analysis.
Presentation on Marketing Management of Marks and SpencerMichell Wiliam
Marks and Spencer is the multinational retailer company selling various products. Our writers look under the hood and describe M&S introduction, current market position, planning, etc. Watch this ppt and learn about M&S.
PRESENTATION CONTENT
The story of Marks & Spencer
Marks & spencer mission, vision & values statement analysis
Key visual marketing factors of marks & spencer
Key marketing strategies of marks & spencer
SWOT analysis of the retail marketing strategy of marks & spencer
Remarks
Strategic Corporate Social Responsibility Recommendations for H&M, 2008Sustainable Fashion LA
This is a presentation my group put together for our Strategic CSR class. We were assigned the task of recommending a Sustainability Strategy that fit within the core business strategy of our our selected business.
What's really exciting is that H&M is actually starting to do this. Not on our recommendation, of course, but as a reaction to recent press around their practice of throwing unsold clothing into the trash.
As always in fashion, one man's trash...
Presentation on Marketing Management of Marks and SpencerMichell Wiliam
Marks and Spencer is the multinational retailer company selling various products. Our writers look under the hood and describe M&S introduction, current market position, planning, etc. Watch this ppt and learn about M&S.
PRESENTATION CONTENT
The story of Marks & Spencer
Marks & spencer mission, vision & values statement analysis
Key visual marketing factors of marks & spencer
Key marketing strategies of marks & spencer
SWOT analysis of the retail marketing strategy of marks & spencer
Remarks
Strategic Corporate Social Responsibility Recommendations for H&M, 2008Sustainable Fashion LA
This is a presentation my group put together for our Strategic CSR class. We were assigned the task of recommending a Sustainability Strategy that fit within the core business strategy of our our selected business.
What's really exciting is that H&M is actually starting to do this. Not on our recommendation, of course, but as a reaction to recent press around their practice of throwing unsold clothing into the trash.
As always in fashion, one man's trash...
Marks & Spencer adopted a sustainability campaign, “Look Behind the Label” in an attempt to gain the growing fair trade market share in the UK. The campaign was a short-term success.
However, consumer research informed them that they needed to demonstrate their intention to continue to support sustainability issues that performance and credibility should come first, activities are more important than words, customers want to see the benefits of change and communications should be simple. In response, M&S integrated their sustainability goals tightly with their business strategy. This case study looks at whether this strategy was successful for M&S and why.
A critical Analysis of the famous Brand H&M.
IN this we have tried our best to cover each and every point of the H&M company, in it we cover the description, establishment, objectives, missions, goals, organizational structure, SWOT analysis, leadership, decision making of the company.
we hope that it will help you in your projects.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/marks-and-spencer-strategic-analysis-553
This report presents the step by step strategic analysis and the strategic position of Marks & Spencer, one of the leading retailers of UK and industry leader in women wear and lingerie segments. The report starts by presenting a brief background about the company and its current business position. Further, an external environment analysis is conducted using PESTLE analysis in order to understand the macroeconomic and environmental factors impacting the organization. After this step a brief financial review is conducted to assess the financial position of the company in terms of revenue growth and basic ratios. A competitive strategy review using Porter?s Generic Strategy Framework and the Resource based is conducted further. Moreover, in order to understand the strategic direction, the strategy of Marks & Spencer has been evaluated using Ansoff?s Matrix. After understanding the strategic direction, an overview of the methods of development used by Marks & Spencer is provided and the future expected challenges are discussed as well. The paper concludes by presenting the final strategic position of Marks & Spencer using the SPACE analysis and providing recommendations for future growth.
Key Findings
External Environment ? Political, Social, Technological factors are favorable, while Environmental factors are neutral and Economic and Legal factors are slightly unfavorable
Marks and Spencer competitive strategy ? They employed differentiation focus strategy in the UK market, but now moving towards a differentiation strategy for the broader market
Marks and Spencer Product market strategy ? Currently the company is moving from a ?Market Penetration? Strategy to a ?Market Development? Strategy
SPACE analysis ? The strategic position of Marks & Spencer is found to be moderately aggressive.
Marks & Spencer adopted a sustainability campaign, “Look Behind the Label” in an attempt to gain the growing fair trade market share in the UK. The campaign was a short-term success.
However, consumer research informed them that they needed to demonstrate their intention to continue to support sustainability issues that performance and credibility should come first, activities are more important than words, customers want to see the benefits of change and communications should be simple. In response, M&S integrated their sustainability goals tightly with their business strategy. This case study looks at whether this strategy was successful for M&S and why.
A critical Analysis of the famous Brand H&M.
IN this we have tried our best to cover each and every point of the H&M company, in it we cover the description, establishment, objectives, missions, goals, organizational structure, SWOT analysis, leadership, decision making of the company.
we hope that it will help you in your projects.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/marks-and-spencer-strategic-analysis-553
This report presents the step by step strategic analysis and the strategic position of Marks & Spencer, one of the leading retailers of UK and industry leader in women wear and lingerie segments. The report starts by presenting a brief background about the company and its current business position. Further, an external environment analysis is conducted using PESTLE analysis in order to understand the macroeconomic and environmental factors impacting the organization. After this step a brief financial review is conducted to assess the financial position of the company in terms of revenue growth and basic ratios. A competitive strategy review using Porter?s Generic Strategy Framework and the Resource based is conducted further. Moreover, in order to understand the strategic direction, the strategy of Marks & Spencer has been evaluated using Ansoff?s Matrix. After understanding the strategic direction, an overview of the methods of development used by Marks & Spencer is provided and the future expected challenges are discussed as well. The paper concludes by presenting the final strategic position of Marks & Spencer using the SPACE analysis and providing recommendations for future growth.
Key Findings
External Environment ? Political, Social, Technological factors are favorable, while Environmental factors are neutral and Economic and Legal factors are slightly unfavorable
Marks and Spencer competitive strategy ? They employed differentiation focus strategy in the UK market, but now moving towards a differentiation strategy for the broader market
Marks and Spencer Product market strategy ? Currently the company is moving from a ?Market Penetration? Strategy to a ?Market Development? Strategy
SPACE analysis ? The strategic position of Marks & Spencer is found to be moderately aggressive.
This is an assignment produced by a student at the University of East Anglia which looks at how the retailer, WM Morrison's Supermarkets Plc, interacts as a system with its external environment in terms of the macro-environmental and economical factors associated with the UK retailer industry of 2009. Includes PESTLE Analysis and full reference/further reading lists.
Posterscope’s ‘Media Digest’ features in-depth analysis of the market, including a broad economic review and forecast, and featuring key learnings from a wide range of recent interactive and brand-building campaigns.
We cover all you need to know about the latest edition of our insight tool, Out-of-Home Consumer Survey 5, as well as how our partnership with Sysomos can benefit the social side of campaigns. Moreover, we deep-dive into mobile insights and provide a glimpse into the latest tools and projects recently launched by our media partners, and much more.
Table of ContentsIntroduction3Literature review3Product lisandrai1k
Table of Contents
Introduction 3
Literature review 3
Product description and offering 4
Market Analysis 4
Micro and macro environments 4
Customer analysis/ segments/ target markets 5
Competitor analysis 5
Objectives of business /company/positioning strategy/marketing strategy 5
Marketing outline 6
References 7
Introduction
The focus of this report is to accord a comprehensive analysis of the opportunity structure in Oman and throughout its surroundings for charlotte, and Calisson, French dessert snacks. a charlotte, also known as icebox cake is a type of French trifle that can be served cold or hot. On the other hand, Calissons are classical French dessert candy incorporating smooth, pale yellow, a uniform paste of candied fruits, and ground almonds surfaced with a small layer of royal icing (Medrich, 2017). Undeniably, Oman exhibits a competitive environment where the consumers of snacks have got various brands to select. Therefore, organizations dealing in this array, struggle to retain old and entice new customers. As a consequence, this study concentrates on the economic feasibility of introducing the French dessert snacks into the Oman market. This entails a comprehensive evaluation of the Omani market aspects like demographic and geographical elements. As well as the anticipated operation, projections of profits, and examination of the expected ROI. Literature review
Indeed, service business marketing approaches are techniques of using the market opportunity and niche; to introduce new products in the market which can satisfy the niche (McDaniel, & Gates, 2013). In other words, these approaches apply the marketing mix to satisfy and attract clients to make profits for the firm. Therefore, the marketer should identify what the customers want to purchase and how much they can pay for the product. Accordingly, modern-day marketing and market niche commence with the clients rather than production, sales, or technological improvement and continue with the client's contentment as well as social happiness. That is to say that the consumer is the leading light.
Primarily, the Oman retail sector, though bestride through the non-store retail, has been encountering the emergence of retail restaurant chains. These organized and big restaurants provide a wide variety of snacks and fast-moving consumer products at enticing prices and pleasurable shopping experience. The central focus is to provide the customers with value, volume, and variety of snacks. Into the bargain, the service market incorporates more than the known four Ps of marketing, product, promotion, place, and price. The extra Ps include people, process, and physical evidence. Further, the service business marketing place entails expediency for shopping, storeroom interiors, and storeroom locale (Singh, 2012). Product description and offering
Notably, the introduction of Charlotte and Calisson in the Oman market gravitates to a highly innovative and entrepreneurship n ...
The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in Sri Lanka.
This study was based on both primary and secondary data. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their store choice decisions.
Hemp Based Products Market: Outline
The use of hemp in various products and applications is rising at a great rate over the years. The medicinal benefits of hemp are tremendous and this aspect may bring substantial growth opportunities for the global hemp based products market during the forecast period of 2020-2030.
The Future of Retail - Business Model Trend ReportNurun
Until recently, retail business models were considered one of the most invisible aspects of retail. But thanks to innovative companies like Amazon, Apple and Zara, business models are receiving considerable attention from consumers, media and retailers alike. Nurun’s report includes a thought-provoking look at six key trends, along with a series of provocative questions that will help retailers consider how they might evolve their current business model.
The impact of consumer sales promotion on customer buying behavior with speci...Janith Chandranath
this is a research proposal namely how consumer sales promotion influence on customer buying behavior with special reference to FMCG sector in Sri Lanka.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
1. MARKS AND
SPENCER 5 YEAR
BUSINESS PLAN
ABSTRACT
This report/project comprises of analysing Marks and
Spencer in its current state and strategies as well as
past achievements. The findings was then formulated
into a report as recommendations which showed how
strategically Marks and Spencer can improve. This
also comprised of looking competitor analytics and
their campaigns for Marks and Spencer to be
competitive.
By Aminul Hoque
Strategic Decision Making for Marketers
2. Aminul Hoque MARK 1147 Hawa Phairor
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Contents
Introduction ............................................................................................................................................2
Business analysis.....................................................................................................................................3
PESTEL Analysis ...................................................................................................................................3
Industry, Competitors and Consumers................................................................................................8
SWOT analysis.......................................................................................................................................12
Current Marketing Strategies ...............................................................................................................13
Plan A ................................................................................................................................................13
Financial analysis...................................................................................................................................14
Forecasting........................................................................................................................................17
Recommendations................................................................................................................................18
5 - Year Business Plan........................................................................................................................18
Conclusion.............................................................................................................................................21
List of References..................................................................................................................................22
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Introduction
Marks and Spencer’s is a major British retailer in the food and general merchandise industry (Spencer,
2013). They have been around for 129 years. They have evolved from the single stall seller to an
international multi-channel retailer, employing almost 82,000 people. A British company trying to
remain as close as they can to their foundations, which was; quality, value, service, innovation and
trust. Through diversification, M&S are reducing their dependencies within the UK economy and
focusing more of their efforts in the international markets.
M&S turnover splits between two categories food (54%) and general merchandise (46%) (Spencer,
2013). They have 766 stores across the UK and as well as a growing e-commerce business. M&S aim
to become the world’s most sustainable retailer through their Plan A program, which focuses on eco
and ethical corporate behaviour.
This report will consist of a 5-year business strategy, which is aimed at addressing stockholder, who
are an integral part of the business, and will insure that their stocks are safe in Marks and Spencer and
will remain competitive in the near future.
In this report, I will also be going through the business environmental analysis in to developing the 5-
year plan. This will also contain market-forecasting models, also a plan of how my business model will
be implemented.
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Business analysis
PESTEL Analysis
Political and legal:
Many aspects of government policy can affect businesses; in particular, they must also consider the
implications of any forthcoming legislations and adhere to them within their daily operations. In the
context of Marks and Spencer, they will need to comply with trading standards, as well as health and
safety standards within their operations. This is fully in line with their aims of Plan A, (Spencer, 2013)
which aims to tackle such matters like ethical trading and health and safety as well as reduction in
waste. Marks and Spencer also need to take into consideration the UK taxation system within their
daily operations. This is because they may feel the need to lower their efforts in the UK if the tax is
too high. Currently the main rate of corporation tax in the UK is 23% in 2013 and 21% in 2014 (Customs,
2013).
In terms of the legal aspects that Marks and Spencer need to comply with are the FCA (Financial
Conduct Authority) and PRA (Prudential Regulation Authority) FCA, Authority, (2013) as they have
their own M&S banking sector as well. They also need to consider the guidelines of the FSA (Food
Standards Agency) (Agency, 2013) as they provide groceries too.
Economy:
Currently the economic outlook for the UK is getting better, as stated by the BBC ‘UK economy
avoids triple dip recession’ (BBC, 2013).
Marks and Spencer must also consider the Economic Cycle within the UK as this plays a major role on
how they should plan their daily operations as well as setting their pricing and future marketing.
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Social:
Social and cultural factors play a major role in how any business is shaped. As with the recent recession
within the UK and the UK just coming out of a triple dip recession, unemployment levels are still high.
This has a major effect on any retailing company. In addition, there is the rise of an aging population,
which decides whom the company will be targeting most of their products are aimed at.
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From the table above you can see that there is an aging population as 41% of the UK population are
in the age group of 25 - 54. The table below shows that menswear and womenswear were among the
top popular products purchased in department stores within the UK. This shows that although there
are signs of recession consumers are still buying clothes.
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The socio-economic table below also shows that menswear and womenswear are in very high
demand, by the ABC1 socio-economic groups. However if you look more deeply into the results you
will find that footwear is also rising in trend and according to Mintel, (2013) ‘Footwear saw strong
sales growth as consumers see buying new shoes as an easy way of updating an outfit’.
Mintel, (2013) also suggests that there is a demand for frequently updated fashion lines, and in terms
of age demographics, there is a change in age range of which group set the trend. As Mintel, suggests
that the new age group that set the trend are the 25 – 34 year old demographic. This is because the
15 – 24 age group are facing more financial pressure and are less likely to be shopping.
Technological:
As for the technological aspects of the environment, steady improvements have been made, such as
e commerce and smartphone application support. As the internet is growing day by day, more and
more people are consuming products and services online and the barrier stopping people from doing
so is diminishing. The graph below derived from Mintel, shows the attitudes to online shopping as well
as its importance for firms like Marks and Spencer.
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Environmental:
As for the environment Marks and Spencer currently have, a plan in place, which is in line with their
corporate strategy this, is ‘Plan A’. Plan A is in place to reduce their carbon waste as well as packaging
waste by a significant amount. Marks and Spencer is one of the few companies that is dedicated to
their Fairtrade and organic range (Spencer, 2013).
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Industry, Competitors and Consumers
Industry:
According to Bloomberg, (2013), Marks and Spencer are in the “Retail Discretionary” industry, which
then falls ino the sub-indsutry of department stores. Marks and Spencer is major british retailer, which
has been around for 129 years and employing around 82,000 people to date. Markes and Spencer in
2013 managed to secure £10bn in sales as well as £665m in profits (Spencer, 2013). Within the same
industry there are many other department stores such as John Lewis, harrods, Debenhams and Harvey
Nichols. The department store indusrtry is changing heavily, as more and more consumers are
changing the way they shop. As Mintel, (2013) suggests that consumers are shopping in less linear
ways and are using different channels when buying from department stores. As there are many new
retailers launching, there is the issue of trust that is key within business. As Blau, (1964) states that
‘While trust represents a complex social phenomenon, it has been argued to be the essence of social
exchange’. This shows that great emphasis on trust and its reliance in not only business but also social
conducts. The table below derived from Mintel indicates the level of trust from other department
stores as well as M&S.
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Competitors:
By looking at the Porters 5 forces model above, and putting this into context of Marks and Spencer
the main problems that Marks and Spencer now face is the growing number of entrants into the
market as well as the threat of substititues and the degree of rivalry within the industy.
In terms of threat of new entrants, there are a number of competitors within the market. These can
be similar departmenal comapanies like John Lewis, Harrods, Harvey Nichols, Selfridges and
Dedenhams. However, as there are many entrants within that industry Marks and Spencer has the
degree of trust within their brand which can be used to uplift itself.
Moreover, there is also the threat of substitues which need to be tackled by Marks and Spencer.
Hoewever, given the nature of Marks and Spencer as they have a groceries section as well as general
merchandise. They will have twice as many substiture companies in both areas. For example in the
food section there are Sainsburys, Tesco, Asda and Morrisons. And in the clothing section there is
competitors such as Next, Asos, Oasis and even Boohoo.
Furthermore, there is also the degree of rivalry within the industry itself, as Marks and Spencer have
a larger market share than other departmental stores they are in a better position. This is also the
same for their level of trust within the brand.
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The buyer also has some significant part in the business as by looking at the current state of the UK it
has just barely come out of the recession (BBC, 2013). This displays that spending has changed within
the UK and new age structures are forming the trends as shown by Mintel, (2013) the new age
structure is 25-34. Here we can see that the buyer is not only changing the products sold, but also the
type of consumers it wishes to attract. This can also relate to why Marks and Spencer wish to employ
their tactics in countries other than UK as they fall into their age range as well as the overall strategy
as shown by the Guardian, (2011) ‘Marks & Spencer returns to France, with new store on the Champs
Elysées’.
Consumers:
The type of consumers that Marks and Spencer are currently targeting is the 45 – 54 age groups. The
graph below displays the type of people that visit each of these sites which is derived from HeatSync,
a web analytics web based program. The 3 graphs show us which age sector is most interested in
departmental shopping styles. However if you look at John Lewis and Harrods, you will find that they
have a rise in the 25 – 34 age group. This is crucial insight because Mintel, (2013) also states that the
under 25 age group is being squeezed in terms of finance. Mintel also states that the 25 – 34 age group
is taking more interest as they have more disposable income.
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SWOT analysis
SWOT analysis:
Strengths Weaknesses
Powerful retail brand
High quality
Good store locations
Own brand items
Online growth
Clothing lack segmentation
Price too high for middle class
people
Need to change their strategic
approach to better-fit
surroundings.
Opportunities Threats
Expansion in other countries
New customer segmentations
Donations to charities
Plan A
Competitors have cheaper
suppliers
Too many substitute companies
entering the market e.g. Next,
Oasis.
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Current Marketing Strategies
Plan A
Currently Marks and Spencer are focusing their main marketing efforts in ‘Plan A’ (Spencer, 2013).
Plan A incorporates helping communities, less waste and more recycling, durable and sustainable
clothing and home products, healthier and sustainable food as well as efficient shops and suppliers.
Although, most of ‘Plan A’ is mainly focused around CSR (Corporate Social Responsibility) there is great
importance within it. Chomvilailuk & Butcher, (2013) ‘A more socially responsible organisation will
engender enhanced business performance, including product purchase, firm loyalty and favourable
word of mouth’. This suggests that firms should take up as much CSR as they can to better their
outlook and performance.
Marks and Spencer have also unveiled their new strategic plans, which is to better the quality and
style in womenswear as well as making store shopping easier (Guardian, 2013). This plan alone has
risen their share price 15.4p to 436p.
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Marketing Mix
Product Price
Groceries
Clothing
General household merchandise
Price more focused around middle and
upper class
Promotion Place
Celebrity endorsements
In store and online promotions
In store and online
International stores
Financial analysis
From the tables below you can see the financial activity of Marks and Spencer in the years of 2012 to
2013. Within the cash flow table, you can see that the underlying EBITDA (Earnings before Interest,
taxes, depreciation and amortization) shows that that they made less on 2013 compared to 2012.
However, by looking at the capital expenditure table you can see that more was spent in the year
2013, which could mean why less EBITDA was made. As the capital expenditure shows us that most of
the capital was spent on focuses in the UK and supply chain. As Spencer, (2013) states that ‘£200
million investment by Marks & Spencer into new distribution centre at London Gateway’. There is also
the revenues table showing the total revenue for Marks and Spencer within its different categories in
the UK.
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Forecasting
In the case of Marks and Spencer, forecasting is needed to ensure that there is a plan of thought made
to back up the assumptions made in the future. Wensley, (1979) states that ‘Forecasting system can
be defined in terms of encouraging the use of historical information (in the widest sense) to develop
a better understanding.’ In terms of forecasting, you have two main approaches, which are the
qualitative and quantitative. As qualitative approaches are more subjective and based around
opinions and judgements of consumers. I believe this should be tackled with the use of a quantitative
approach to forecasting. As Tsolacos, (2006) states, ‘Quantitative forecasting plays an important role
since future outcomes are conditional on identifiable drivers and their future trends’.
I believe that a time series method is best suited for the nature of this business. This is because the
retail environment can be quite volatile and past data needs to be used effectively in order to present
future opportunities. I have selected the Holt-Winters Method (Kalekar, 2004) which in its simplest
form is, exponential smoothening, but with the predictions of seasonality combined to give a forecast
of the next observation (Statistics, 2008). The prediction is created once there is updated information
and then revisions are made to the existing series.
Time series method best suit the purpose of Marks and Spencer as statistical information provided by
this method is very accurate compared to other time series methods such as moving averages as well
as qualitative based approaches. A study done by Brandon, et al., (1987) shows that it proved
extremely well as a forecasting method and even capturing volatility within markets, as opposed to
random walk and indicator models.
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Recommendations
5 - Year Business Plan
For this plan, I will be using the Ansoff's Matrix (Jobber, 2010). This is because Marks and Spencer
already have an existing business however; they need to further penetrate the market and they need
to further develop some markets. According to Calori & Harvatopoulos, (1988) ‘Diversification may be
defensive or offensive’. Defensive reasons may be that to spread the risk of market contraction when
current product or market is not offering further opportunities. There is also the offensive, which
requires taking over new areas of the market. Moreover, Jobber, (2010) satets that ‘although the
Ansoff’s Matrix does not prescribe when each strategy shall be employed, it is a useful framework for
thinking about in which ways growth can be achieved’. This states that the Ansoff’s Matrix will be a
useful tool for Marks and Spencer as it can provide strategies into growth which the aim.
I have decided to use the Ansoff’s Matrix instead of the Boston Consultancy Group Matrix (BCG)
because the approach is far too simplistic and does not meet the requirements of Marks and Spencer.
For example, Jobber, (2010) states that the model overlooks other factors within the market, when
measuring market attractiveness. Jobber also states that the model heavily emphasises on market
share, and it is very useful in terms of brand building. However, it may not do so well in terms of
competitive rivalry. Moreover, Slater & Zwirlein, (1992) conducted a study on 129 firms and concluded
that planning with the BCG model gave lower shareholder returns.
The table below derived from Jobber, (2010) shows an adapted version of the Ansoff’s Matrix which
has key highlighted areas in which Marks and Spencer may need to work on. From my analysis, I have
found that Marks and Spencer need to develop their markets, as Mintel, (2013) suggests that the 25
– 34 age group are setting the trends within the market. This shows that if they are to win competitor
customers they may also need to change their product line too.
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Year SMART objectives Reason
Year 1 Meet all plan A
objectives by year 2
Increase market share
internationally by 5% by
year 2.
Increase clothing line
revenue by 5% in 1 year.
This is vital as this is part of their current strategic
plan and must be met in order to improve efficiency
as well as the image of the company through
extended CSR.
International market is vital for Marks and Spencer
because they need to expand and not be dependent
on the UK economy, as there is a risk of the country
entering recession as well as expected GDP rising in
other countries.
Increasing their clothing line revenue is vital
because it would mean they are competing against
not only their direct competitors but also indirect
ones too. This will also give them a higher market
share as well as a newfound segment for their
clothing range.
Year 2 Increase non-food
sector market share by
10% by year 5
More emphasis needs to be placed in the non-food
section of Marks and Spencer as they are currently
losing market share to competitors direct and
indirect.
Year 3 Expand in Indian and
china market.
This falls in directly with Marks and Spencer
corporate plans to expand in international markets.
If you look at the predicted GDP rates for 2017, the
countries mentioned are among the top to get high
GDP stats (Dun & Bradstreet, 2013).
Contingency Plan
Year 4 Change target market
Revert to original plan
that bought in the £1bn
sales
Focus more on food
sector
As Mintel, (2013) suggests that there is a new age
group making the trends as they have more
disposable income. This is the 25-34 age group. This
will help the sales of the non-food section of Marks
and Spencer.
If the plans in years 1 – 3 are somewhat failing then
go by the plans which Marks and Spencer had the
most confidence in which brought in their best sales
(£1bn). This not only had the most sales but also
had the highest confidence levels within the
shareholders.
If the previous year plans fail, then I believe Marks
and Spencer should focus more on food and less on
the clothing side to increase its market share in one
sector. This will not only provide strong sales as
proven in past fiscal years but also give investors
strong confidence to remain within the business.
Year 5
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Conclusion
In conclusion, I have found that Marks and Spencer need to address a few problems before opening
chains in international grounds. They need to fully address ‘Plan A’ in order to achieve maximum
efficiency within the UK. In addition, Mintel, (2013) suggests that there is a new age sector emering
within the market. This age group will be the sector to be setting trends as the under 25 age group is
squeezed on finance. Within the report I have also combined the 5 year plan and contingency together
as that will make it more feasible as 3 years is long enough to revise again. And to gain back investor
trust classical methods can be employed to get back lost share price.
Moreover, Marks and Spencer need to use Ansoff’s Matrix to their advantage so they can see what
areas need improving. After careful analysis, the report has found that there is a need for market
development as well as product development as new age segmentations are found. Furthermore,
Investors, (2013) states that ‘we need to see clear progress in clothing, store layouts and customer
service before we upgrade our recommendation’. This implies that major work needs to be done
within the non-food section of Marks and Spencer as well as customer service section.
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