Marks and Spencer's Marketing Strategy
Introduction
The restructuring and re-engineering taking place in organization as part of revolutionary process to realign resources with organizational goals. By continues improvement in process and communications, organization will maintain its reputation. And by advertising and public relations (PR) can gain competitive advantages and lead the other competitors in the industry.
Many changes have occurred in recent years. The movement for this change has probably been Strongest in organizations such as the large, globally companies in their search for international integration of their promotions.
One of the big organizations in the retail business is Marks and Spencer (M&S). It is one of the UK 's leading retailers of clothing, foods, home ware and financial services, serving 10 million customers a week on over 300 UK stores. M&S is headquartered in London, UK.
M&S has been through a lot and faced a lot of struggles. Troubled in recent years and suffering from slipping market share, the company had divested itself of non-core and overseas interests and had begun to show signs of improvement.
By understanding M&S 's strategic position, it will help to understand their marketing plan as they are directly connected to each other. It is best to start by analysing; SWOT and PEST analysis as a way of the strategic capability of an organisation. Second, an external analysis will be recognized
Subsequent, for organisation to succeed a Marketing Communication strategy has to be planned and several recommendation and solutions will be suggested for M&S. All of that will be introduced and analysed through out the report.
Background to Marks and Spencer Plc
Marks and Spencer (M&S) was founded by Michael Mark, which became one of the most recognised brands in the UK and across the world eventually. Michael has form a partnership with Tom Spencer in 1894. Both partners died in 1900s leaving the business to be succeeded by Michael Mark 's son, Simon and Israel Sieff,
The restructuring and re-engineering taking place in organization as part of revolutionary process to realign resources with organizational goals. By continues improvement in process and communications, organization will maintain its reputation. And by advertising and public relations (PR) can gain competitive advantages and lead the other competitors in the industry.
Many changes have occurred in recent years. The movement for this change has probably been Strongest in organizations such as the large, globally companies in their search for international integration of their promotions.
One of the big organizations in the retail business is Marks and Spencer (M&S). It is one of the UK 's leading retailers of clothing, foods, home ware and financial services, serving 10 million customers a week on over 300 UK stores. M&S is headquartered in London, UK.
M&S has been through a lot and faced a lot of struggles. Troubled in recent years and suffering from slipping market share, the company had divested itself of non-core and overseas interests and had begun to show signs of improvement.
By understanding M&S 's strategic position, it will help to understand their marketing plan as they are directly connected to each other. It is best to start by analysing; SWOT and PEST analysis as a way of the strategic capability of an organisation. Second, an external analysis will be recognized
Subsequent, for organisation to succeed a Marketing Communication strategy has to be planned and several recommendation and solutions will be suggested for M&S. All of that will be introduced and analysed through out the report.
Background to Marks and Spencer Plc
Marks and Spencer (M&S) was founded by Michael Mark, which became one of the most recognised brands in the UK and across the world eventually. Michael has form a partnership with Tom Spencer in 1894. Both partners died in 1900s leaving the business to be succeeded by Michael Mark 's son, Simon and Israel Sieff,
References: Anon a, 2004, "Amending the Marketing Strtegy of M&S Clothing Retailing", www.papersforyou.com Anon b, 2003, " Marketing Communications Plan for Marks and Spencer", www.papersforyou.com Bevan J., 2001, " The rise and Fall of Marks & Spencer", London, Profile Books Ltd. Cabinet Market, 2004, " Rose: a new beginning for M&S or a goodbye note?", Cabinet Maker, 16-07,p.8 Cook, William, 2004, "IMC 's Fuzzy Picture: Breakthrough or Beakdown", Journal of Advertising Research, 40-5, pp.7-15 Hamel and Parhalad, 1985 cited in Zou, Shaoming; Cavusgil, Tamer, 1995, 'Global strategy: a review and an integrated conceptual framework ', European Journal of Marketing, 30:1, pp.52-69. Harris, Thomas L., 1994, " How to become a playe in integrated marketing", Public Relations Tactics, 1-2. Hartley, Bob; Pickton, Dave, 1999, "Integrated marketing communications requires a new way of thinking", Journal of Marketing communications, 5, pp.97-106 Horovitz J Hutton, James G., 1997, " Raise Level of Discussion, or IMC will be Sunk", Marketing News, 31-11 Johnson, jerry; Scholes, Kevain, 2002 , "Exploring Corporate Strategy", Financial Times, Prentice Hall. Kolter P. & Armstrong G., 1989, "Principla of Marketing", 4th eddn., Parentice-Hall, Englewood Cliffs, NJ. Kourdi, Jeremy, 2003, ' Business Strategy ', the economist. McGoldrick P. (2002) Retail Marketing, 2nd ed., McGraw-Hill, Maidenhead Marks and Spencer Annual Review 2001,2002,2003 McLaughlin, John P., 1997, "Why is IMC taking so Long? Blame it on the clients", Marketing News, 31-19 Moriarty, Sandra, 1997, "IMC Needs PPR 's Stakholder focus", Marketing News, 31-11 Novelli, William D., 1989-90, " One stop Shopping:Some thoughts on integrated Marketing Communications", Public Relations Quarterly, Winter, pp.7-9 Vandevelde, Luc, 2004, 'Marks & Spencer, Lifestore ', [Online], Available, www2.marksandspencer.com. The company, Marks and Spencer website, www.marksandspencer.com, 10 May 2005 Wightman, Ben, 1999, "Integrated Communications:organization and Education", Public Relations Quarterly, Summer, PP