Marks and Spencer

3678 Words Nov 28th, 2005 15 Pages
EXECUTIVE SUMMARY
This report critically analyses the impact of external and internal influences on the business strategies of Marks and Spencer (M&S) between 1996 and 2002, evaluates the factors, and modifies its business strategies.

The major finding is that M&S has successful business strategies and marketing plans. However, the company does not maintain these advantages continuously. Indeed, it causes some disadvantages.

The purpose of this report is to evaluate how M&S survives in the changeable market. Moreover, its concludes how macro- and micro-environment affect M&S to make its marketing plans and investigates the strengths, weaknesses, opportunities and threats of M&S. By analysing current business situation, M&S
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People want to feel special, modern, and convenient. Hence, people purchase fashionable clothing and use credit cards to satisfy their needs.

M&S keeps with the latest style and colour, although it has high quality goods. M&S does not consider with customer needs, especially in clothing market, it may cause M&S to lose its sale to competitors (Jobber, 1999). Another social factor is that credit card acceptance has increased more than 10% of all trade (BBC News, 2000). M&S has allowed its customers to pay by credit cards from 18 April 2000 to contend with its compatitors who have accepted credit cards for a long time (BBC News, 2000).

2.1.4 Technological
At the present time, information technology changes fast, and most companies has built their own websites, online shops, and databases to help them to increase their sales from online customers. They collect information and analyse their customers to know their customers ' needs and wants. Therefore, M&S has invested its information technology, such as online shop in 1999. In addition, most stores in the UK and Western Europe were running a trial of the EPOS (Electronic Point Of Sale)[3] systems. M&S has also used this system to drive sales, increase customer service, and improve its efficiency (Yorwerth, 2001).

However, M&S did not control its online shop and EPOS system effectively. Actually, its website could not show its stocks immediately. Customers, who use its

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