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.
2 MACRO-ENVIRONMENT AND MICRO-ENVIRONMENT
2.1 Macro-Environment
The broad external factors that indirectly impact upon an organisation are consist of political, legal, economic, social and technological factors. These factors use to analyse how macro-environment affects M&S to make their marketing decesions.
2.1.1 Political and Legal
It is important for companies to follow government policies and global organisation systems, such as World Health Organization, while they make marketing plans. Governments, especially in the developed countries, consider ecological environment and
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.
2 MACRO-ENVIRONMENT AND MICRO-ENVIRONMENT
2.1 Macro-Environment
The broad external factors that indirectly impact upon an organisation are consist of political, legal, economic, social and technological factors. These factors use to analyse how macro-environment affects M&S to make their marketing decesions.
2.1.1 Political and Legal
It is important for companies to follow government policies and global organisation systems, such as World Health Organization, while they make marketing plans. Governments, especially in the developed countries, consider ecological environment and
Bibliography: Jobber, D. (2001). Principles & Practice of Marketing. (3rded). London: McGraw-Hill, p148-150. Kotler, P Macrae, C. (1996). The Brand Chartering Handbook. England: Addison Wesley sssLongman Limited, p394. Stokes, D Wilson, R.M.S. and Gilligan, C. (1997). Strategic Marketing Management Planning, implementation and control. (2nd ed). Oxford: Butterworth-Heinemann, p204,302. BBC News. (1999). ‘GM debate refuses to go away '. [online]. 1 June. Available from: http://news.bbc.co.uk/1/hi/uk/357987.stm [Accessed 12th October 2002]. BBC News BBC News. (2001). ‘How fear will change our shopping habits '. [online]. 27 September. Available from: http://news.bbc.co.uk/1/hi/business/1564827.stm [Accessed 6th October 2002]. Business in the community Marks & Spencer. (2002a). [online]. Available from: http://www2.marksandspencer.com/thecompany/ourcommitmenttosociety/environment/info/food/whatarewedoing-food.shtml [Accessed 7th October 2002]. Marks & Spencer Marks & Spencer. (2002c). [online]. Available from: http://www2.marksandspencer.com/thecompany/whoweare/store_location/index.sht [Accessed 13th October 2002]. Marks & Spencer M&S shuts. (2001). ‘M&S shuts up shop in Spain '. Barcelona Business. [online]. 4 September. Available from: http://bcn.qwe.as/discuss/msgReader$39 [Accessed 27th October 2002]. Meat & Livestock Australia Retail Technology. (1999). ‘Marks & Spencer Trains for 2000 '. [online]. December. Available from: http://www.retailtechnology.co.uk/Case%20Studies/Marks.htm [Accessed 13th October 2002]. Robert, G Zakon, R.H. (1999). ‘The History of Internet '. Hobbes ' Internet Timeline. [online]. 15 August. Avalible from: http://www.chin.icm.ac.cn/zakon/HIT-GB.html [Accessed 27th October 2002]. Rungfapaisarn, K Stewart, A. (2000). Marks and Spencer facing its toughest battle. [online]. Available from: http://www.thisisthelakedistrict.co.uk/money/in_the_city/NEWS0.html [Accessed 13th October 2002]. Textile Outlook International Source: Stokes, 1997: 5