Marks & Spencer: an Analysis of the Demand for a M&S Simply Food Convenience Store in Complexe Desjardins
INTRODUCTION
In this report we assess whether an M&S Simply Food convenience store would be profitable when located in Complex Desjardins, Montreal. In the U.K. Simply Food possess a strong brand image and wide-variety of products that emphasize quality. Although considered more expensive than competing stores To see if the chain will have the same level of success in Montreal, we first analyzed the fundamentals and competitive landscape of the industry. Once a gap in the market was identified, we used quantitative research practices to examine each of the marketing mix factors involved in establishing the store. Our findings will indicate whether the location and consumer pool under consideration will
RESEARCH OBJECTIVES * Identify the M&S Simply Food products and services, and the factors that drive the chain’s success in the U.K. * Analyze the market fundamentals of the convenience store sector in Montreal, and identify whether a market gap for quality, high-end stores such as M&S Simply food exists * Assess whether M&S Simply Food will be profitable in Complex Desjardins based on the following factor: (i) Location (ii) Consumer Demographic (iii) Consumer Preferences (iv) Competition & Pricing * Propose key operating and marketing strategies to ensure the success of M&S Simply food in Complex Desjardins.
METHODOLOGY
Industry Knowledge
Exploratory research was employed to gain understanding of the U.K. convenience market and lean how the M&S Simply Food chain is positioned. This involved a review of studies and data made available by leading international research institutions, as well as informal discussions with consumers who previously lived in London and are familiar with the brand. We applied the same methodologies when conducting a similar analysis of the Montreal convenience market. In this stage of our research we were able to apply more formal approaches, such as conducting
In this report we assess whether an M&S Simply Food convenience store would be profitable when located in Complex Desjardins, Montreal. In the U.K. Simply Food possess a strong brand image and wide-variety of products that emphasize quality. Although considered more expensive than competing stores To see if the chain will have the same level of success in Montreal, we first analyzed the fundamentals and competitive landscape of the industry. Once a gap in the market was identified, we used quantitative research practices to examine each of the marketing mix factors involved in establishing the store. Our findings will indicate whether the location and consumer pool under consideration will
RESEARCH OBJECTIVES * Identify the M&S Simply Food products and services, and the factors that drive the chain’s success in the U.K. * Analyze the market fundamentals of the convenience store sector in Montreal, and identify whether a market gap for quality, high-end stores such as M&S Simply food exists * Assess whether M&S Simply Food will be profitable in Complex Desjardins based on the following factor: (i) Location (ii) Consumer Demographic (iii) Consumer Preferences (iv) Competition & Pricing * Propose key operating and marketing strategies to ensure the success of M&S Simply food in Complex Desjardins.
METHODOLOGY
Industry Knowledge
Exploratory research was employed to gain understanding of the U.K. convenience market and lean how the M&S Simply Food chain is positioned. This involved a review of studies and data made available by leading international research institutions, as well as informal discussions with consumers who previously lived in London and are familiar with the brand. We applied the same methodologies when conducting a similar analysis of the Montreal convenience market. In this stage of our research we were able to apply more formal approaches, such as conducting
References: IGD The Food and Grocery Experts. “Convenience Retailing Market Overview,” [On-line]. Available: http://www.igd.com/index.asp?id=1&fid=1&sid=7&tid=26&cid=91 [20/1/11] Marketing Week (2007, April). “Assessing the M&S Simply Food Brand,” [On-line]. Available: http://www.marketingweek.co.uk/home/assessing-the-ms-simply-food-brand/2055894.article [23/1/11]