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Marks and Spencer Company marketing Audit

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documents in English
case study
7 pages
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  1. Introduction
  2. Marketing matrix
  3. PESTEL Analysis
  4. SWOT Analysis
  5. Conclusion

Marks and Spencer is listed on the London stock exchange, and it is a constituent of the FTSE 100 index. The company, which is colloquially known as ?Marks and Spencer ?,? M&S or ?Markies?, was characterized in the early 20th century of selling British made goods giving it a reputation. For the purpose, of the study the company in last few faced with economic turmoil's hence moving towards ? back to basics? strategic while trying to survive the competitive market. The company's back to basic strategies has not been successful in solving the problems thus necessitating an overhaul in their marketing and strategic audit (Gordon, 2009). In so doing the company will be able to gain a broader understanding of market structures while setting standards in values quality, innovation, customer trust and value services. Through strategy audit, the company will be able to answer financial crisis and the economic recessions.

For marketing mix, Marks and Spencer is just in place in that their mix conforms to the products, place, price, and promotion. The company is averse to marketing because of convection advertising and brand offering. Through it, they have promoted new services and products in new store openings. The position of the competitor's store has made the company restructure their prices resulting in low and high prices depending on the decision of the finance office and the availability of a competing store. The management capability in terms of promotion has also enabled the company to increase the customers and improve the loyalty and trust of the clients. The company is considering sustainable and strategic growth in undertaking new practices as an essential element in sustaining and promoting competitive products and services. There is also a need of maintaining competitive advantage through site selection, price reduction, and product segmentation so as to meet the clients need without marching other retailers (Gordon, 2009).

[...] & Armstrong, G Principles of Marketing. New York: Prentice Hall. Koichi S Symbiotic Marketing Strategy, 4th edition, Souseisha Book Company. Liu, P Implementing FMEA in a collaborative supply chain environment. International Journal of Quality & Reliability Management, Mellahi, K., Jackson, P., and Sparks, L An Exploratory Study into Failure in Successful Organisations: The Case of Marks & Spencer&. British Journal of Management, 13(49) Ottman, J.A Green Marketing Opportunity for Innovation, NTC Business Books. New York: McGraw-Hill. Ottoman, J.A Five Strategies for Business Reinvention: The Development of Sustainable Products, Corporate Environmental Strategy, p.81?89. [...]

[...] Porter, M. E What is strategy? Harvard Business Review, November- December, 61-78.The value chain Quam, K The Mature Workforce and the Changing Nature of Work. Oxford University Press, London. Wilson, H RFID in the supply chain: lessons from European early adopters. International Journal of Physical Distribution & Logistics Management, p. [...]

[...] It has been evident that the economic fluctuations and turmoil's have forced the company to compete against cheaper products that are young on the market (Bevan, 2001). The impact of the recession has also forced mark, and Spencer to improve and to restructure their policies to suit and counteract the consequences of low demand. The political, technological, sociological, environmental, and legal policies are to be considered by the company for it to survive the competitive world. Finally, the company needs a total overhaul by ensuring the management is streamlined while marketing mix changed. References Baker, J. [...]

[...] Marks & Spencer has restructured its marketing strategies so that they can try to stay ahead of the recession (Porter, 1996). iii. Social Factors The current technological advancement has led to changes in society setup. The impact of this change led the company to stretch its company brands introducing online food sell as part of a plan to lead in multi channel retailing. To revive the street clothing stores the company has increased varieties in the version trends enabling them to counter the less expensive versions. [...]

[...] This report will apply the Porter's five force model and PESTEL in a bid to evaluate the marketing and strategic analysis being used by Marks and Spencer in a country with a population of over 60 million and with high domestic market for the company's product. The report will also offer recommendations according to the findings with a purpose of assisting the company to maintain and increase market share in the world. Table of Contents 1. Introduction Marketing Mix PESTEL Analysis i. Political Factors ii. Economical Factors iii. Social Factors iv. Technological Factors v. Environmental Factors vi. Legal Factors Porter's Five Forces Model Theory i. Competitive Rivalry ii. [...]

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