The main purpose of the research is analysing the overall business environment of M&S. The research will be carried out to identify the current issues facing by M&S as a specialist strategic marketing consultant. It explores the relationship between stakeholders and perception of customer attitude toward the organisation. In addition, it finds out the competitive position with rivals, sustainability strategy, marketing tactics, and management structure of communication system, which is presented through strategic audit. However, this analysis helps to understand the clear marketing strategic position of M&S. The research is gathering the evidences of strength and weakness, which is useful to determine future recommendations for strategic marketing strategy.
The research is based on secondary data. The information is gathered from websites, annual reports, case study, financial reports and any reliable sources related to the topic area. These resources help to analyse and find out the current business position and problems faced by M&S.
3. Background of M&S
In 1884, Michael Marks started as a booth in Leeds to sell various items in Penny. Marks and Spencer is a British grown retailer, which sells food, clothes and home furniture in Europe, the Americas, and the Far East. It also operates the M&S financial services in the UK (Alon, 2012,PP. 49). It employed about 82,000 staff and operates worldwide above 50 territories. It has built the trust among the people and running the business with same ethics such as value, quality, innovation and service (Spencer, 2014). They understood the concept of Ansoff matrix and has been utilized it appropriately to diversify the business across the world that red...
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...e, 2014. Rankings per brand. [Online] Available at: http://www.rankingthebrands.com/Brand-detail.aspx?brandID=682 [Accessed 26 February 2014].
UKYouth, 2014. Statistics about Yound People in the UK. [Online] Available at: http://www.ukyouth.org/stories/item/292-statistics-about-young-people-in-the-uk.html#.U0vPpK1dWH8 [Accessed 14 April 2014].
Waller, M.A. & Ahire, S., 1996. Management perception of the link between product quality and customer's view of prduct quality. International Journal of Operations & Production Management, 16(9), pp.23-33.
White, B., 2013. Why it is all going wrong for M&S clothing? [Online] Available at: http://fashion.telegraph.co.uk/article/TMG9986043/Lack-of-focus-and-complex-branding-the-problems-blighting-MandS.html [Accessed 19 March 2014].
Young, F.C. & Pagoso, C.M., 2008. Principle of Marketing. 1st ed. Sampaloc: Rex Book Store, Inc.
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