Marks & Spencer: Competitive Advanteges and Future Stragegies

2469 Words May 13th, 2012 10 Pages
Strategy Management
MARKS & SPENCER: COMPETITIVE ADVANTEGES AND FUTURE STRAGEGIES

1

TABLE OF CONTECTS
1. EXECUTIVE SUMMARY…………………………………………………………..3 2. INTRODUCTION……………………………………………………………………3 3. DISCUSSION, ANALYSIS AND FINDINGS……………………………………...3 4. CONCLUSION……………………………………………………………………….6 5. BIBLIOGRAPHY…………………………………………………………………....8

2

1. EXECUTIVE SUMMARY
This report will outline Marks and Spencer’s current capabilities by examining the group’s internal environment and competitive advantages. In other to do so, a SWOT analysis will be use. The study of the current situation will produce recommendations for future strategies.

2. INTRODUCTION
Marks and Spencer Group (M & S) is an iconic and leading retailer of food, home
…show more content…
 

Long experience in the retail industry. Longstanding partners and alliances after a long history of trade. (Walters, D. and Lancaster, J.,2000) Strategic position in international markets, with potential for network expansion. One example of this expansion is in China. As Szakonyi, M (2011) reports, “M&S’s hub was moved from Hong Kong to mainland China to tap the growth of Chinese retail business and gain cost efficiencies”. M& S international business grew by 5.7% in FY2010 despite the economic crisis (DATAMONITOR 2011).

 

A strong culture of quality, service, and customer focus. Marketing is one of Marks and Spencer most successful strategies. M & S uses celebrity endorsements like Twiggy designing her first fashion collection (International Business , 2012). Also, it is well known for its TV commercials where the company, in order to attract younger customers without losing their client based, puts together more established celebrities alongside with younger models.

Weaknesses



As food retailer, it is much smaller than the main supermarkets and most of its offering has a very short shelf life in comparison with its competitors (DATAMONITOR 2011). In the current economic climate, price is a very important and convenience means a higher price tag.

 

Food offering cannot compete with the wide range of products other retailers offer. “M&S legacy stores are inconsistent in terms of layout.

More about Marks & Spencer: Competitive Advanteges and Future Stragegies

Open Document