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Alignment of Brand-Rebuilding at Marks & Spencer - Case Study Example

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The paper “Alignment of Brand-Rebuilding at Marks & Spencer” focuses on the current strategy for Marks & Spencer in relation to sustaining or improving their competitive position in the retail and foods market. Some of the largest problems are socio-cultural in nature…
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Alignment of Brand-Rebuilding at Marks & Spencer
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Download file to see previous pages Currently, the company is achieving unparalleled gains in areas of ecology and environmental protectionism in areas of reducing carbon footprint and sustainable development. Palmer (2010) describes some of these efforts to include a plan that targets sourcing most of its clothing, home, and food products from ethical sources or those working on sustainable development practices. “Eighty percent of Marks & Spencer’s customers have indicated they are concerned about sustainability, however only 10 percent are willing to pay for these efforts” (Palmer, 2010, p.20). This again reinforces that any effort toward environmentalism cannot be reflected in the retail price tag, at least with any consumer transparency to these efforts. Currently, the company is achieving unparalleled gains in areas of ecology and environmental protectionism in areas of reducing carbon footprint and sustainable development. Palmer (2010) describes some of these efforts to include a plan that targets sourcing most of its clothing, home, and food products from ethical sources or those working on sustainable development practices. “Eighty percent of Marks & Spencer’s customers have indicated they are concerned about sustainability, however only 10 percent are willing to pay for these efforts” (Palmer, 2010, p.20). This again reinforces that any effort toward environmentalism cannot be reflected in the retail price tag, at least with any consumer transparency to these efforts.  The company’s social responsibility plan outlines how to improve waste reduction, use sustainable raw and building materials, and also promote health in fair trade practices (Nagappan, 2009). These are more than just compliance efforts to regulatory demands, it is a business improvement that involves key market players such as suppliers and certain B2B clients. The issue is that Marks and Spencer do not actively promote these efforts using appropriate marketing tools and this should be the focus for improving brand position among the competition. Offers one representative of the company, “We are well aware of M&S’ pricey image. There is an urban myth that Marks & Spencer is all posh, expensive” (Bokaie, 2008, p.4). Because recent price reductions have not brought the type of return that the company has been looking for at the profit perspective, this provides unique opportunity to use environmentalism in a way that makes the company stand out considerably high from competing retailers. The key is to conduct environmental scanning, under the SWOT model of analysis, to identify Marks & Spencer’s strengths as well as those of allied partners, suppliers or B2B clients related to environmental initiatives.   ...Download file to see next pagesRead More
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