Marks And Spencer Marketing Strategy Essay

5119 words - 20 pages

IntroductionThe 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 recognizedSubsequent, 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 PlcMarks 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, who together established a business philosophy based on quality, value and service and cooperation with customers, suppliers and community. (Johnson; Scholes, 2002).They became a public company in 1926. M&S principles are quality, value, and service. 'Lord Marks was obsessed with the product he was selling and the service he was giving (Bevan, 2002).M&S is committed to society and environments by contributing to the society for the stakeholders gain which leadin them to achieve a lot of Awards.M&S vision, mission statements and values, which considered there believes.Vision: To be standard against which all others are measured.Mission: To make inspirational quality accessible to allValue: Quality, value, service, innovation and trust.M&S believes in marketing as a tool of development. However, they are focusing in their brand more than focusing in their customer needs. Lately, few years ago, when the new director have been appointed. They start to focus on the...

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