Marks & Spencer Marketing Planning and Control
CHAPTER I BACKGROUND
Marks & Spencer Plc is going to enter a new market for their biscuit section in Brunei Darussalam. Brunei Darussalam is a country in South East Asia with great market potential as they have a big amount of GDP. They are going to make an innovation in order to attract the costumer in Brunei. The innovation they are willing to make is making a new biscuits flavour that suits Bruneian. To enter this new market M&S chooses to do indirect-exporting, by selling their biscuits to an independent retailer in Brunei.
CHAPTER II PRODUCT INTRODUCTION
A. Product Description Marks and Spencer Plc (M&S) is a company established in 1884 and has over than 1000 stores worldwide. The type of products that M&S sell are goods, which in this case are biscuits. Marks & Spencer’s Food best known for the quality ingredients and focus on food safety. All of their food and soft drink are free from artificial colors and flavourings, free from monosodium glutamate (MSG) or aspartame and use only free range eggs in all the products. Also the first UK retailer to remove hydrogenated fats from all M&S’ Food products, reducing the salt content of their products ahead of industry targets. M&S’ Food have been recognized by Greenpeace and the Marine Conservation Society for the effort to fish responsible and protect endangered species. Therefore, quality is one of the customer values that they offer. Not only quality, but also the value of trust they offer. As stated, the company was established back in 1884 with over than 1000 stores worldwide, and does still exist in the market. This means, they already gained trust from their customers. M&S offer a wide variety of biscuits, such as Marks and Spencer Malted Milk Biscuits, Marks and Spencer Rich Tea Fingers, Marks and Spencer Digestive Bisuits, Marks and Spencer Custard Creams, Marks and Spencer Ginger Snaps, etc.
Figure 2.1 Marks & Spencer biscuit selection
B. Target Market Geographic : Urban Demographic : - Age
Marks & Spencer Plc is going to enter a new market for their biscuit section in Brunei Darussalam. Brunei Darussalam is a country in South East Asia with great market potential as they have a big amount of GDP. They are going to make an innovation in order to attract the costumer in Brunei. The innovation they are willing to make is making a new biscuits flavour that suits Bruneian. To enter this new market M&S chooses to do indirect-exporting, by selling their biscuits to an independent retailer in Brunei.
CHAPTER II PRODUCT INTRODUCTION
A. Product Description Marks and Spencer Plc (M&S) is a company established in 1884 and has over than 1000 stores worldwide. The type of products that M&S sell are goods, which in this case are biscuits. Marks & Spencer’s Food best known for the quality ingredients and focus on food safety. All of their food and soft drink are free from artificial colors and flavourings, free from monosodium glutamate (MSG) or aspartame and use only free range eggs in all the products. Also the first UK retailer to remove hydrogenated fats from all M&S’ Food products, reducing the salt content of their products ahead of industry targets. M&S’ Food have been recognized by Greenpeace and the Marine Conservation Society for the effort to fish responsible and protect endangered species. Therefore, quality is one of the customer values that they offer. Not only quality, but also the value of trust they offer. As stated, the company was established back in 1884 with over than 1000 stores worldwide, and does still exist in the market. This means, they already gained trust from their customers. M&S offer a wide variety of biscuits, such as Marks and Spencer Malted Milk Biscuits, Marks and Spencer Rich Tea Fingers, Marks and Spencer Digestive Bisuits, Marks and Spencer Custard Creams, Marks and Spencer Ginger Snaps, etc.
Figure 2.1 Marks & Spencer biscuit selection
B. Target Market Geographic : Urban Demographic : - Age
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