Marks and Spencer Market Failings

3542 Words15 Pages
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…show more content…
(Debenhams Annual Review 2004) * In 1999, whilst M&S was having a hard time with the decline in sales, Debenhams wanted to take away the market share of the company so they started focusing on working women. In this year, Debenhams increased its share of the UK lingerie market, previously an M&S staple, from 3.75% to 4.8%. Marks and Spencer had to fight back the competitor so In 2000, the company introduced its first designer menswear collection within 5 stores in the UK. (Wendy Lomax, Adam Raman, W.L, A.R, 2012. Analysis and Evaluation 2007–2008 CIM coursebook. 1st ed. London: Routledge.) * Debenhams main focus is the domestic market and their strategy for international growth is only for franchise which doesn’t help towards overcoming Marks and Spencer and other competitors. (Debenhams, ‘About Debenhams’. Online. November 25 2012) * Another competitor of Marks and Spencer is Primark which has been recently proven with their percentage rise. On 7th November, whilst M&S reported a sharp decline, Primark reported that its sales rose 15%. Now Primark’s annual revenue has now cleared £3.5bn for the first time which is more than double of what they were five years ago. * The rise of Primark with its low-costing which illustrates the changing face of the British high streets and the competition Marks and Spencer faces, particularly in womenswear. (Graham Ruddick, ‘M&S kitted out to fight new wave of
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