Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

A case study of Marks & Spencers, critically analysing the marketing strategies it employs in U.K and making recommendations for future strategic directions - Essay Example

Comments (0) Cite this document
Globalization and technology has changed the way people think of themselves. This has led to ever-changing consumer preferences and demands in every sector but it has particularly impacted…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.1% of users find it useful
A case study of Marks & Spencers, critically analysing the marketing strategies it employs in U.K and making recommendations for future strategic directions
Read TextPreview

Extract of sample "A case study of Marks & Spencers, critically analysing the marketing strategies it employs in U.K and making recommendations for future strategic directions"

Download file to see previous pages For instance, they engage in new product innovation and creativity, they use information system to understand their customers and keep in touch with their customers. Organizations today focus on value-creation rather than just short-term profitability.
Competition has intensified in the UK fashion industry with the supermarkets entering the fashion segment. The consumers too have become price conscious and started looking towards the supermarket for discounts and bargains in the fashion sector. Supermarkets have been successful in extracting value from their existing customer base. Many high street retailers have lost out to supermarkets in the process (Hines, 2001). This has urged the high street retailers to rethink their marketing strategy to remain sustainable. Use of technology, getting the quality and design to match consumers’ desires, needs and tastes, adding value to the services, finding newer ways of reaching the consumer have made fashion marketing for high street retailers a challenge. Fashion leadership means to be a step ahead of competitors.
The UK fashion retailers have been operating in an environment characterized by high levels of market concentration, centralized control and market standardization (Birtwistle & Freathy, 1998). Standardization resulted in lack of product differentiation and this led some retailers to bring about a shift in their marketing approach. The UK consumer market is divided between those who value product quality and those who value price. Marks & Spencer’s failed to recognize the moves by its competitors and give due cognizance to the needs and demands of the consumers.
Established in 1894, Marks & Spencer’s (M&S) was the leading retailer till the mid 1990s. It started facing a decline towards end 1990s as it failed to keep up with the market demands. Although M&S initiated its recovery plan, it encountered several ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“A case study of Marks & Spencers, critically analysing the marketing Essay”, n.d.)
A case study of Marks & Spencers, critically analysing the marketing Essay. Retrieved from
(A Case Study of Marks & Spencers, Critically Analysing the Marketing Essay)
A Case Study of Marks & Spencers, Critically Analysing the Marketing Essay.
“A Case Study of Marks & Spencers, Critically Analysing the Marketing Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF A case study of Marks & Spencers, critically analysing the marketing strategies it employs in U.K and making recommendations for future strategic directions

Strategic Marketing Case Study

On the other hand, IBM realized that customer-centric and service-centric products have a high-profit margin and investments in products such as software would ensure that company’s profit margin remained high. Hence, divesting from the low-profit margin products was the first step towards investing in service-centric products. Secondly, the company invested in making the company investing in developing services and software with an emphasis on meeting the specific needs of some industries. In this case, the company’s investment in this line ensured that it de-emphasized on creating and producing hardware and focused its attention towards producing services and software tailored to meet the needs of specific industries. Finally,...
4 Pages(1000 words)Essay

Operations Strategies at Marks & Spencers Clothing Industry

... some operations strategies in order to remain successful in the market (Johnson, 2003). This forms the core of this paper. Effects Product design process The product design process is important in developing products that will eventually succeed in the market. The design process must be very innovative (Hsiao, 2004). This process makes products as per the requirements of the customers. In most cases companies use feedback from customers to manufacturer products that meet the needs and requirements of the target customers. Good product designs heavily depend on individual designers (Hemoen, 2013). Marks and Spencer is one of the most successful retailers in the UK due to the numerous competitive advantages the company offers. This attaches...
8 Pages(2000 words)Assignment

Marks & Spencers Dividend Policy

...PART Introduction When a firm wants to pay out cash to its shareholders, it usually declares a cash dividend. The alternative is to repurchase its own stock. The reacquired shares may be kept in the company's treasury and resold if the company needs money. However, for the case of Marks & Spencer, the company opted to restructure its capital through the creation of a new holding company. The existing shareholders of the company received a mixture of new ordinary shares and redeemable "B" shares. Marks & Spencer also reduced its share capital by 17:21 - or 17 new ordinary shares for every 21 old ordinary shares. The "B" shares, on the other hand, are redeemable for cash plus interest in the future. This paper evaluates the different...
12 Pages(3000 words)Essay

Marks and Spencers Strategic Management

... and widespread the development, the more advanced its overall economy can be called. Unless there is mass involvement in various policies and acts, an industry or a sector of the economy, cannot be called developed by itself. Therefore, there is a need to redefine the theory in order to make sure it accommodates such yardsticks for the measurement of competitive advantage in the case of M&S. This is due to the fact that more people need to be aware of such measures for development to be actually felt and enjoyed. In this case, this will be applied in the form of the marketing strategy laid down later in the paper. Internal Perspective In the context of M&S, does Porter's theory ask the relevant questions What did the company do to ensure...
11 Pages(2750 words)Case Study

Marketing plan of Marks & Spencers

... and academic events will enhance its image. Promotional sales campaigns in stores with early bird discounts and door prizes for every 1000th customer between given dates etc will generate interest. Overall, promotional campaigns serve to create visibility and renewed interest and bring the customer to the store, and this differentiation in a saturated and mature market is indispensable. Conclusion and Recommendations The future strategies of Marks and Spencer should be towards gaining market share operating in a highly competitive and dynamic environment. It needs to exploit its current strengths and its core competences like brand name and image to bring in new customers. As a company, internally having decentralized its management...
14 Pages(3500 words)Assignment

Marketing Strategies Case Study

Factors identified that can affect the marketing strategy of the firm include; the marketing environment which includes everything from lifestyle changes to consumer education and the economic environment. Other than that the demographic environment with a special consideration to those who are interested in convenience eating , the cultural, natural, technological and political environment all play a key role in shaping the marketing strategy of this firm.
The target market is an important consideration for any firm selling whichever product. A target market is the group of people for which a certain product is intended. It could be an age group for example products targeted for children such as Nesquik- a milkshake, a socia...
12 Pages(3000 words)Case Study

Marketing Case Study: Marks & Spencer

... retailing (Unabridged ed.), München, GRIN Verlag GmbH. Nihalani, M. (2011) Quality of store based retailing: a case study of impact of retail facilities on the customer satisfaction in the city of Ajmer, München, GRIN Verlag GmbH. Pettigrew, A. (2014) The politics of organisational decision-making (Reprint ed.), London, Taylor & Francis. Post, K. (2012) Brand turnaround: how brands gone bad returned to glory and the seven game changers that made the difference (Illustrated ed.), New York, McGraw-Hill. Rayner, C. (2013) How to sell to retail the secrets of getting your product to market (Illustrated ed.), London, Kogan Page. Ruddick, G. (2014, November 5) Analysis: Marks & Spencer making progress, but sales still falling, viewed March 20...
10 Pages(2500 words)Essay

Entering of Companies Into Strategic Alliance

Companies have basically cut down on their gains in terms of recall, reputation and other factors so that they could earn more within a specified period of time. The basic purpose is not necessarily meant for the long term; however one can understand that the issues related to these companies are more or less dependent on the short term scenarios (Shinawatra 2001). The companies thus lose out on the longevity beliefs tied with these business processes and tasks. All they are concerned with is to earn a quick buck and have their profits settled in an easy manner. The strategic alliances are significant in the time and age of today since these look to put the rivals at par with one another with a single motive in mind – to ear...
6 Pages(1500 words)Assignment

Business Ethics in the Case of Timberland-City Year

The purpose of this study is to focus on the ethical considerations and dilemmas faced by the organization Timberland in terms of its coalition to City-Year and the steps that are taken and should be taken for the solution of those ethical issues.

In the merger of the two organizations, Timberland and City Year, there are many ethical considerations. To develop legal business relationships between Timberland and City Year and to consider the stipulations of the required business laws, the following ethical considerations should be deemed:
  • None of City Year’s earnings should be incurred to any private shareholder or an individual.
  • City Year cannot participate in any political campaign or...
6 Pages(1500 words)Case Study

E-Commerce Marketing Plan for Gap Inc

The business of the bleu is a web-based or ecommerce business that offers the customers the products from the outfit and accessorize from head to toe with five basic brands. Bleu is aimed at offering and meeting the customer’s requirements for a unique lifestyle. Currently, Bleu also established the business regarding the full range of “accessories and furnishings” for a business customer to individualize their home, with a unique style of living and wearing. This report will present detailed analysis of the Bleu ecommerce website marketing plan. This research and analysis report will present a comprehensive overview of the different areas of Bleu online marketing strategy implementation.

Bleu business...
10 Pages(2500 words)Case Study

Case of Fisher v Brooker

Fisher first filed his claim in 1993, some of the laws applicable to this case have undergone considerable amendments. However, based on the shreds of evidence presented under this case, we can clearly see that the House of Lords dealt with this case properly and that the judges made extensive analysis and thorough evaluation of the issues at hand. To get a clear picture of how the House of Lords decided this case, let us take a look at the different issues involved in this case and how these issues were resolved.

There are at least seven issues raised by the parties in this case. These issues were as follows: (1) whether or not a fair trial is possible in this case considering the time between the composition of the wo...
6 Pages(1500 words)Case Study

Various HR Strategies to Encourage Knowledge Share

I want to provide you with strategies and measures that were discussed in the conference to help make Human Resources management an easier one for our organization. I hope the strategies included in this report will be effective if it is followed correctly.

This report is a piece of research work on knowledge management and its importance in the modern changing business environment and it is prepared based on current academic literature.

Retaining old employees in the organization as a technique for knowledge management has been a matter of debate among Human Resource experts and it was practiced by many organizations worldwide. A number of organizations worldwide find it effective that retaining organization...
20 Pages(5000 words)Report

The Study of the European Consumer

The focus will be on Europe and the consumer.
This paper will rely mostly on secondary sources for data collection purposes as well as to make a comment and discussion on the issue. The research journals will be surveyed to provide a clear and concise discussion whereas the results will be obtained from the secondary sources published mostly on the internet. For this purpose, the use of databases such as Euromonitor as well as newspapers and magazines’ websites will be surveyed in order to obtain the desired information for analysis purposes. It is also critical to note that some of the trends to be obtained will be analyzed in the larger context of Europe and its linkages with other international markets.

6 Pages(1500 words)Research Proposal

Data Mining and Data Fusion in Direct Marketing

Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also inf...
6 Pages(1500 words)Coursework

Decision Making and Problem Solving Skills

The Emerald article Developing Competent Managers, written by Tom Kilcourse argued that competences of managers are specific to organizational culture, and the individual needs to develop in parallel with the organization (Kilcourse, 1994). Decision Problem Solving, Interpersonal Skills, Performance Management, Personal Organisation, Stress Management, etc are generally accepted as the necessary skills for a competent manager. This paper is focussing only on the decision making and problem-solving skills of a manager in order to analyze the competencies of a manager.

Management is a process that requires rapid decision-making abilities. Logical and effective decisions making abilities are essential for an effective mana...
5 Pages(1250 words)Assignment

Strategic Management Systems in the Decision Making of an Organization

He will change his brand as soon as he realizes that his needs might be catered in a better way by some other brand. This creates the need for efficient planning tools and updated information.
An important aspect here is that the management system should work in accordance with the vision of the organization. It is only one of the reasons for the failure of a system. There are several more causes that shall be investigated.
It shall be investigated as to how strategic management systems assist in identifying the strengths and weaknesses of a company (Hitt 2009). It gives the company an opportunity to make their products and services better for their customers.
Strategic management systems can be defined as the proce...
10 Pages(2500 words)Assignment

Future for Luxury Brand Retailers

A brand may be a design, a logo, a tagline, a name or a symbol that is intended to represent a company name and differentiate it from the other firms in the industry. Luxury brands are about giving customers exclusivity and uniqueness. They are brands that give a personal tinge to each of their products. Quelch and Jocz (2009) believe that luxury brands focus more on comfort, design, uniqueness and looks, and less on need and costs. This is because luxury brands are made for those who can afford to pay huge sums of money for just more satisfaction. A bag from Louis Vuitton or Gucci is as useful as any of the local, unbranded bags available in the market but elite customers would always go for the brand and not the mere use of the...
6 Pages(1500 words)Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic A case study of Marks & Spencers, critically analysing the marketing strategies it employs in U.K and making recommendations for future strategic directions for FREE!

Contact Us