Marks and Spencer Market Failings

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

References: Books (Chislett, H.C, 2009 (David Bobby (2007). Management: An Introduction. 4th. ed. London: Pearson Education.) (Gary Akehurst, Nicholas Alexander, G.A, N.A, 1995 (Stokes, D.S, 2008. Marketing: A Brief Introduction. 1st ed. Kingston : Cengage Learning) (Wendy Lomax, Adam Raman, W.L, A.R, 2012 (Wendy Lomax, Adam Raman, W.L, A.R, 2005. Service Franchising: A Global Perspective. 1st ed. London: Routledge.) Journals (Nikki, 2012. Marketing Mix on M&S. News and Media, 1, 2.) (Y, T.Y, 2012 Reports (Debenhams Annual Review 2004) (Marks and Spencer Annual Report 2004) Online Websites Debenhams ', Marks and Spencer 's and Allders ' Marketing | Business Teacher. 2012. [ONLINE] Available at: http://www.businessteacher.org.uk/free-marketing-essays/marketing-retail-assignment/. [Accessed 25 November 2012]. Debenhams: About Debenhams. 2012. [ONLINE] Available at: http://www.debenhams.com/about-debenhams. [Accessed 25 November 2012]. Marks and Spencer Annual Report. 2004. . [ONLINE] Available at: http://corporate.marksandspencer.com/documents/publications/2004/2004_annual_report.pdf. [Accessed 26 November 2012]. Marks and Spencer Annual Report. 2012. . [ONLINE] Available at: http://corporate.marksandspencer.com/documents/publications/2012/annual_report_2012. [Accessed 26 November 2012]. Marks and Spencer profits fall 10pc - Telegraph Marks and Spencer Marketing Strategy & Marketing Campaigns | Marketing Week. 2012. [ONLINE] Available at: http://www.marketingweek.co.uk/brands/m-and-s/. [Accessed 27 November 2012]. Marks & Spencer - Retail Project. 2012. Marks & Spencer. [ONLINE] Available at: http://www.slideshare.net/smsulari/marks-spencer-retail-project#btnNext. [Accessed 27 November 2012]. M&S kitted out to fight new wave of rivals - Telegraph. 2012. [ONLINE] Available at: http://www.telegraph.co.uk/finance/newsbysector/epic/mks/9660423/MandS-kitted-out-to-fight-new-wave-of-rivals.html. [Accessed 27 November 2012]. M&S SWOT Analysis. 2012. [ONLINE] Available at: http://irishseagull.tripod.com/msswotanalysis/. [Accessed 29 November 2012].