Marks & Spencer Domestic Market Details
Executive Summary
This report gives a brief overview of 125 years of history of one of the most popular stores in the UK, M&S or as it is fondly known as - M&S. It covers the various periods in the rich history of M&S from 1884 till date.
In the later part of the report, the focus is on the clothing business of M&S, various brands available and the target market along with brand positioning of M&S within UK. The report also touches on the financial performance of M&S in the last 11 years. The report suggests that the customer profile of M&S is quite broad and is trying to cover people from all ages through the different brands of clothing, however, the typical customer is a loyal, educated, from middle class family, mostly female aged 30 and above, professionally secure and quite well off living in a nice suburb.
To conclude, M&S is making a vast effort to re-enter the clothing market as a strong contender and bring back the core customers – women and children. With the new advertising campaigns and product ranges in mid to premium price segments, the recovery looks on track though might take some for M&S to be the market leader as the competition is so fierce on UK high streets.
Contents
1.0 Introduction…. 4 1.1 Clothing Industry Overview in the UK 4 1.2 History of M&S 4 1.21 The Early Years (1884 to 1949) 4 1.22 The Glory Years (1950 to 1972) 5 1.23 The Down Turn (1973 to 2000) 5 1.23 The Down Turn (1973 to 2000) 5 1.24 The Fight Back (2001 and onwards) 6 1.25 Financial Performance of M&S 6
2.0 Products…… …. 7
3.0 Segmentation, Targeting & Positioning ……. 7 3.1 Market Segmentation 8 3.11 Behavioural Segmentation 9 3.12 Psychographic Segmentation 9 3.13 Profile Segmentation 9 3.2 Targeting.. 10 3.3 Positioning 11
4.0 Conclusion…… …. 14
References
1.0 Introduction
1.1 Clothing Industry Overview in
This report gives a brief overview of 125 years of history of one of the most popular stores in the UK, M&S or as it is fondly known as - M&S. It covers the various periods in the rich history of M&S from 1884 till date.
In the later part of the report, the focus is on the clothing business of M&S, various brands available and the target market along with brand positioning of M&S within UK. The report also touches on the financial performance of M&S in the last 11 years. The report suggests that the customer profile of M&S is quite broad and is trying to cover people from all ages through the different brands of clothing, however, the typical customer is a loyal, educated, from middle class family, mostly female aged 30 and above, professionally secure and quite well off living in a nice suburb.
To conclude, M&S is making a vast effort to re-enter the clothing market as a strong contender and bring back the core customers – women and children. With the new advertising campaigns and product ranges in mid to premium price segments, the recovery looks on track though might take some for M&S to be the market leader as the competition is so fierce on UK high streets.
Contents
1.0 Introduction…. 4 1.1 Clothing Industry Overview in the UK 4 1.2 History of M&S 4 1.21 The Early Years (1884 to 1949) 4 1.22 The Glory Years (1950 to 1972) 5 1.23 The Down Turn (1973 to 2000) 5 1.23 The Down Turn (1973 to 2000) 5 1.24 The Fight Back (2001 and onwards) 6 1.25 Financial Performance of M&S 6
2.0 Products…… …. 7
3.0 Segmentation, Targeting & Positioning ……. 7 3.1 Market Segmentation 8 3.11 Behavioural Segmentation 9 3.12 Psychographic Segmentation 9 3.13 Profile Segmentation 9 3.2 Targeting.. 10 3.3 Positioning 11
4.0 Conclusion…… …. 14
References
1.0 Introduction
1.1 Clothing Industry Overview in
References: Assael, H., Roscoe, A.M. Jr (1976), "Approaches to market segmentation analysis", Journal of Marketing, No. 40, October, pp. 67-76. Beane, T.P., Ennis, D.M. (1987), "Market segmentation: a review", European Journal of Marketing, No. 21, pp.20-42. Blattberg, R., Sen, S.K. (1976), "Market segments and stochastic brand choice models", Journal of Marketing Research, No. 13, February, pp. 34-45. Briggs, P. (2010), “The new world of Marks and Spencer Retailing”, [online] http://www.roadsideretail.com/2010/04/new-world-of-marks-and-spencer.html [Accessed on 25/09/2010] Cahill, D Chislett, H. (2009), “Marks in Time: 125 Years of M&S”, Weidenfeld & Nicolson Frank, R., Massy, W., Wind, Y Insight. (2000), “Developing a Marketing Strategy”, [Online] http://www.collision-insight.com/news/archives/200003-feature.htm [Accessed on 25/09/2010] Kalwani, M.U., Morrison, D.G Kotler, P. (1980 and 1991), “Marketing Management: Analysis, Planning, Implementation and Control”, Prentice-Hall, New York, NY. Trout, J., Ries, A. (2000), “Positioning: The Battle for Your Mind”. McGraw-Hill Wind, Y Wright, M. (1996), "The dubious assumptions of segmentation and targeting", Management Decision, Vol. 34 No.1, pp.18-24