Marks and Spencer Market Failings

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Analysis of Marks and Spencer of the turbulent background and market failings of the company in the 1990’s in comparison with today’s current successful marketing strategies, tactics and new direction of “Marks and Spencer”.

International Fashion Marketing

Cara Hitchener

799200

Word Count: 2,685

Contents

Introduction 2

Marks and Spencer Fashion Market Sector and Competitors 2

Proposed Future Strategies 4

Current Targeting and Positioning along side Market Segments 5

Marketing Mix at M&S 7

M&S Marketing Mix 2012 8

M&S SWOT Analysis 9

Conclusion 10

Analysis of Marks and Spencer of the turbulent background and market failings of the company in the 1990’s in comparison with today’s current successful marketing strategies, tactics and new direction of “Marks and Spencer”.

Introduction
This report outlines the market failings of Marks and Spencer in the 1990’s, why it happened and how they managed to come out of it. This factor will be compared to today’s successful company along with its new strategies and tactics to keep the business successful. Using online resources within the report will show that the research is up to date more so than using books which don’t keep up in time to the fast moving technology and changes to the fashion industry. This report will also show how the company has monitored the market to identify new trends, changing market sectors, how they keep up with the customers increasing expectations and most of all, how they out rise their competitors. It is a leading online and high street fashion retailer. It also has a significant food business which operates standalone M&S Simply Food stores. The company has also extended its brand into the financial market with M&S money. (Rosie Baker, Marks and Spencer. Marketing Week. Online. November 27 2012)

Marks and Spencer Fashion Market Sector and Competitors
The retailer offers a variety of sectors to keep up with their competition. They offer clothing, food, home, financial and online services so that they can attract a variety of customers and offering more within the company helps them to overcome their competitors. * Marks and Spencer is within the top 6 UK retailers, operating over 300 stores within the UK and 29 different countries. This means that they are very successful and they are constantly improving their services to keep on top of the competition. (Marks and Spencer, The Company. Marks and Spencer. Online. November 25 2012) * Their general competition can be identified as: smaller high street retail shops, other department stores, furniture shops and supermarkets. (Marketing Retail Assignment. Business teacher. Online. November 25 2012) * Comparing 2012 with the 90’s, Marks and Spencer used to place its stores, located in very close proximity with outlets which are in entirely different sectors of the retail industry. This was so they could attract customers who also shop at different retail stores, including supermarkets and drug stores. (Gary Akehurst, Nicholas Alexander, G.A, N.A, 1995. Retail Marketing . 1st ed. London: Routledge.) * In 2004, Marks and Spencer’s quickly recognised that they didn’t respond quickly enough to there competition and consumer needs. The company’s main competitors are John Lewis,...
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