Marks

Marks And Spencer

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 needs to revise its marketing segmentation, divide its products into different target markets, and serve consumers effectively.  

1         INTRODUCTION

M&S is an international company, which spreads through Europe, North America and Asia.   It sales clothing, footwear, gifts, house appliances, and food (Marks & Spencer, 2002b).   This report includes three parts.   Firstly, it analyses the macro-environment and micro-environment of M&S.   Secondly, it uses the SWOT chart to analyse the four aspects of its business.   Finally, it draws a conclusion about the whole analysis and gives the recommendations of M&S's future.

Swot Analysis Of Marks And Spencer

External And Internal Factors.

Both external and internal issues influence how the company decides to operate. The external issues will, of course remain the same for all the players in the market.

With regard to Marks & Spencer, we can categorise them as follows:

External Internal

-Fast changing market and tough trading conditions

-Poor management - failure to recognize and react to changing market trends

-Consumers’ change of taste -Decentralised marketing function: inconsistent brand image

-War...