Marks & Spencer aims to enhance its position as a world-class retailer amidst a saturated UK market by focusing on customer-centric strategies and leveraging its brand values. The company plans to pursue market expansion globally and diversify its product lines to meet consumer demands, while also improving its online presence and utilizing popular labels to attract younger audiences. Key strengths include brand recognition and widespread outlet presence, with identified threats from increasing competition and the need to adapt to changing market conditions.

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3. Major M&S Divisions in 1988
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4. Firm Infra Structure
Human Resource management
Technology Development M
A
Procurement R
G
I
N
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5. Industry Sales Growth Rate BCG matrix
48% textile 40% food & 12%
housewares
Relative Market Share Position Jeevan Visualize

6. Problem
UK market is getting saturated and
expansion efforts had been
inadequate to keep pace with the
growing range of Marks and Spencer
goods.
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8. “Our plan is to grow MARKS & SPENCER into a world-
class retailer that’s customer-focused, fast-moving and
flexible. We work hard to ensure we offer only the
highest quality products, service and shopping
environments in all of our stores. Our brand values –
quality, value, service, innovation and trust – are more
important than ever. Our commitment to these values
sets us apart from our competitors, and enables us to
offer our customers something truly special.”
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12. Market leader Market Challenger
High
Product
Niche Market Follower
Low
Early Late
Market Entry
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The firm with the largest market share is the market leader. That means most of the consumers consumes its product or service. The market leader usually has the highest marketing expenditures, distribution, price changes, and new product innovations. This
company is at top position it set the trends and all the rivals tries to compete with this market leader.

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14. STRENGTHS
- High recognition of brand
- Large number of outlets and high street
presence
- Popular designer labels/sub-brands, i.e. W EAKNESS
St.Micheal - Ageing customer base
- Niche market success for food - Bad publicity as it is being considered
- Wide variety of products as old-fashioned store.
- Paternalistic relationship with employees - Manual working increasing the costs.
- Geographically based divisions
- Backward integration-Integration with the
suppliers
- Adequate information processing- EPOS
SO Strategies
•Increase in specialist stores/outlets using
OPPORTUNITIES
the recognition of the MARKS & W Strategies
O
- Internationalization-Increasing the global
SPENCER brand •Use of designer labels both internal
presence
•Use recent popular MARKS & SPENCER and external to attract younger
- Increase in online shopping
labels to develop sub-brands under audience
- Growth areas home/food/beauty
MARKS & SPENCER brand umbrella. •Working more on e-commerce in order
- Desire for labels/ branded goods
•Possibility of use of celebrity to curtail costs and increase online
- Consumers more prepared to purchase a
endorsement. shopping.
wider variety of products from one source
•Increasing global presence to capture
large target market world wide.
ST Strategies
THREATS W Strategies
T
•Increase diversity of product range in
- Increased Competition in all MARKS & •Refurbish Children's wear (7-14 yrs) in
order to stand out in the cut-throat
SPENCER business areas reaction to increased competition to
competition.
- Prior inability to adapt to changing generate long term profits in this growth
•Using the information system to be pro-
customer needs market
active in adapting to the customers need.
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15. New
Retail format
Diversification
development
Retail Format
Existing
Market penetration Market expansion
Target Market Segment
Existin
New
g
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16. Proposed strategy: Market Expansion
Marks and Spencer along with its existing retail format
will pursue its expansion plans in different geographic
regions as demand is increasing in the global market.
The product lines are increasing in number to cater the
emerging need of consumer and in order to keep pace
with the growing range of products and different product
lines, Marks and Spencer could opt for market
expansion.
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18. Following retail mix will be used to implement the strategy:
Product own brand
Price affordable
Place distribution outlets, ecommerce
Promotion above the line (ATL)
People Well trained professional staff
Process Quick service; integrated Customer Service
Physical Evidence Good ambiance
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19. In order to sustain profitability M&S should pursue
market expansion strategy to exploit opportunities in
worldwide markets as natural limit of growth in few
countries is completed.
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