Case Analysis of Marks & Spencer
Executive Summary
Marks & Spencer is a long-established UK-based retail chain selling men’s and women’s clothing and high quality fresh food and ready made meals. The Marks and Spencer’s service mission is to do the right thing for our customer. Recently, the marketing campaigns develop the new slogan “Only at Your M&S” reminding our customers of the extraordinary lengths we go to, to deliver unique products.
This group project studies about the Marks & Spencer (M&S) internationalization department stores in retailing industry – focus in Hong Kong on clothing business sector. We analysis the market situation and evaluate the customer service provided by M&S, identify the sales training needs, so as develop the training program to improve the sales performance, in order to meet the customer needs for the changing rapidly markets and intensive competition for the retail industry nowadays.
Contents
A. Company background
B. Situation analysis
I. Internal Audit 1. Current and recent size and growth of market 2. Analysis of customer needs, attitudes and trends in purchasing behaviour
II. External Audit 1. Social-Cultural 2. Economic 3. Technology 4. Tourism
III. Recruitment ways & criteria
IV. Current training program
V. Mystery shoppers
VI. SWOT analysis
VII. Stores visits observations
C. Identify sales training needs
D. Develop sales training program • Establishing specific objectives for the training program • Setting budget for a program • Making of program • Evaluating Training • Follow-up Training
Appendix
References
Appendix
List of Tables and Figures
Page
Marks & Spencer Organization Chart 21
Table 1 Volume index of retail sales by broad type of retail outlet for July and August 2011 22
Chart 2 Household Expenditure by Commodity/Service Section 23
Chart 3 Household Expenditure Patterns by Quartile Expenditure Group 23
Chart 4 Labour Force
Marks & Spencer is a long-established UK-based retail chain selling men’s and women’s clothing and high quality fresh food and ready made meals. The Marks and Spencer’s service mission is to do the right thing for our customer. Recently, the marketing campaigns develop the new slogan “Only at Your M&S” reminding our customers of the extraordinary lengths we go to, to deliver unique products.
This group project studies about the Marks & Spencer (M&S) internationalization department stores in retailing industry – focus in Hong Kong on clothing business sector. We analysis the market situation and evaluate the customer service provided by M&S, identify the sales training needs, so as develop the training program to improve the sales performance, in order to meet the customer needs for the changing rapidly markets and intensive competition for the retail industry nowadays.
Contents
A. Company background
B. Situation analysis
I. Internal Audit 1. Current and recent size and growth of market 2. Analysis of customer needs, attitudes and trends in purchasing behaviour
II. External Audit 1. Social-Cultural 2. Economic 3. Technology 4. Tourism
III. Recruitment ways & criteria
IV. Current training program
V. Mystery shoppers
VI. SWOT analysis
VII. Stores visits observations
C. Identify sales training needs
D. Develop sales training program • Establishing specific objectives for the training program • Setting budget for a program • Making of program • Evaluating Training • Follow-up Training
Appendix
References
Appendix
List of Tables and Figures
Page
Marks & Spencer Organization Chart 21
Table 1 Volume index of retail sales by broad type of retail outlet for July and August 2011 22
Chart 2 Household Expenditure by Commodity/Service Section 23
Chart 3 Household Expenditure Patterns by Quartile Expenditure Group 23
Chart 4 Labour Force