Marks and spencer marketing strategy essay

Print media such as magazines is another source of promotion as majority of magazines are kept for a longer time and passed around to a number of people. The former, once the flagship of the company, has suffered a considerable decrease in its market share over recent years and reached a ten-year low in terms of sales in the second quarter of Davey, The limitations of using the TV broadcasting is the low-involvement factor, which does not guarantee that Russian audiences will follow the message, learning from it and eventually buying the product Brassington and Pettitt The whole campaign had a very strong focus on engaging their target audience through social media, allowing shoppers to vote via Twitter and Facebook on a name for the highland terrier which features in its campaign.

This resulted in customers cancelling delayed orders Butler, The future of fashion retailing in a digital age. However, most competitors were focused on offering their customers the latest items, the most modern and most fashionable ones.

The celebrities do not represent what the clients are neither what they want to be, as they are unreachable and extravagant. Multi-channel Online sales — More people than ever chose the convenience of shopping with us online.

In addition, with regard to the free movement of people, work visas or residence permits would be required for both UK citizens working abroad and EU workers employed in the UK. Therefore they should use the strategy rule approach and carefully compare and evaluate all alternatives before choosing an entry mode.

The company has traditionally invested in TV and magazine advertising as well as in-store visual merchandising. They are mainly entering international market through franchising which leaves them a high control over the pricing policy. However, in — the company experienced difficulties in marrying its online operations and distribution from its Castle Donington centre.

Marks and Spencer food sales offset clothing weakness.

Strategic Analysis of Marks & Spencer Plc

The shift on its marketing approach, by launching campaigns online and on social media before print and TV enabled a closer relationship with the online consumers and a way of creating an experience and a feeling with the campaign.

Working closely with our contractors, we fulfilled our commitment of sending no waste to landfill from our UK stores, office, warehouses and construction activities.

But despite their registered success, Marks and Spencer began to encounter financial difficulties. The competitors were continuing to further develop and adapt to the growing and changing market requirements and implemented newer strategies, such as loyalty cards.

They also tell us they want us to do better. They decided to modify nationally and internationally their marketing by modernizing their stores. Yet as has been the story for most of the past five years this was a tale of two businesses. The latter has most recently resulted in a 10 year low in the sales of its clothing business Ruddick, External Analysis Relative to the external environment, Marks and Spencer initially conducted market research in order to identify the trends and adapt to them.

Socio-Cultural Factors Two external factors that affect the retailer include changing values in the population and a generation shift — with the Baby Boomer generation retiring, the company has to redirect its attention to Generation X and the Millennials.

In order to increase its efficiency, with the stated purpose of increasing customer satisfaction and as a consequence, consolidating the market position and registering increased revenues, the operational processes were simplified. Drinks, cheese, biscuits are a very good idea as Russian customers like to take their time when making a decision about product purchase.

Besides, the government is making efforts to attract investors and to modernize the retail sector, with less strict customs and tax systems for foreign investment and measures to tackle the corruption Mintel, And Sparks data has been used to analyse size ratios and to improve size availability.

Retrieved Julyfrom Fortune: This is how he plans to do it: Retrieved Julyfrom The Telegraph: But those who were contracted by Marks and Spencer were integrated within the corporate culture and were treated with respect. Sale promotion or direct marketing within the store is vital as the customer is ready to purchase, but perhaps indecisive of choosing the right product.

Therefore, the Russian target perceived them as exclusive with allows Marks and Spencer to charge higher prices. After that, the researchers interviewed others at Middlesex University. Then, they also offered their staff members more incentives, generally materialized in the creation of a pleasant work environment and the offering of higher salaries that the competitors in the industry.

The reduction of trade barriers, the increasing and changing needs of the populations, the fashionable trend of purchasing foreign made clothes alongside with other macroeconomic forces opened Marks and Spencer's door to America and Canada.

The decline in sales lead to the head of the clothing branch of the company, John Dixon, leaving the company in July Macalister, The move resulted in a considerable decline in the bargaining power of its British suppliers BBC, and, hence, the bargaining power of its supplier is currently low.

In other words the marketing mix should be diversified to reach a niche market; targeting the upscale, prestige segment by offering excellent food products and services Sirkeci The company's vision remains unchanged up to present days and it revolves around being "the standard against which all others are measured.

How do we get brand positioning absolutely right. This basically materialized in following a central direction at all times and ensuring the high quality guaranteed by the company's reputable logo and brand name.

The store reflects the corporate image of the company with bright and contemporary design but also with a touch of adaptation to the Russian market with an increase in the total space and a wider food range. Analysis of Marks and Spencer of the turbulent background and market failings of the company in the ’s in comparison with today’s current successful marketing strategies, tactics and new direction of “Marks and Spencer”.

Marks and Spencer is one of the largest retailers in the UK with over 21 million customers visiting the stores each week. The It Strategy Of Marks And Spencer Business Essay.

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Marks and Spencer

Published: 23rd March, Inbound Logistics → Operations → Outbound Logistics → Marketing and sales →Service â.

Strategic Analysis of Marks & Spencer Plc Introduction This paper examines Marks & Spencer Plc – an iconic brand and one of the UK’s leading retailers. A general overview of Marks & Spencer is followed by a PESTEL analysis which offers a comprehensive look at the company’s strategic business environment.

An in-depth SWOT analysis that. MARKETING EXCELLENCE Marks & Spencer Quality worth paying more for. About The Marketing Society Marketing Excellence 2 | About The Marketing Society advertising, were an important part of its strategy.

Summary M&S is one of the UK’s leading retailers, selling clothing, food. Marks and Spencer is an international multi-channel retailer that has been running for years.

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It now operates in “over 50 territories worldwide” and employs “almost 82, people”, (Marks and Spencer. MARKS & SPENCER CASE:OPERATIONAL STRATEGY AND LOCATION) Introduction In this essay type assignment we are going to look at the various strategies that are undertaken by the organization for improving the services and the quality of product.

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