Marks & Spencer Case Study

6133 words - 25 pages

Marks & SpencerCase StudyIntroduction........................................................................ Page 3EXTERNAL ENVIRONMENT1.0 PEST Analysis................................................................ Page 32.0 Porters Five Forces Model................................................. Page 4INTERNAL ANALYSIS3.0 Auditing the Resources of M&S.......................................... Page 54.0 Value Chain Analysis....................................................... Page 85.0 Analysing the Culture & Stakeholders in 1998 ....................... Page 116.0 Evaluation of M&S´ Strategy............................................. Page 156.1 SWOT Analysis..................................................... Page 167.0 Recommendations for future Strategies................................. Page 19IntroductionMarks & Spencer p.l.c. is one of the most recognizable clothing retailers in the UK. The company´s stores also sell food and homeware and provide financial services. M&S has enjoyed a consistent record of success and profitability since its origins, with a worldwide reputation for its innovative, high quality products and competitive prices. However, M&S´ prestige and outstanding long-term performance have been hit in recent years by falling sales and declining customer satisfaction. The aim of this report is to identify the key factors that allowed M&S to outperform its competitors up to the mid 1990s. This assignment also explores the reasons behind M&S´ recent crisis and it suggests a number of strategies to regain competitive advantage and to deal with the challenges M&S faces, currently and into the future.Question 1Identify M&S´resources and capabilities up to the mid 1990s and hence the sources of competitive advantageWe can use two different approaches to identify the main drivers of M&S´ success up to the mid 1990s, as well as its recent crisis. A well-known approach is to examine the external environment in which M&S operates. PEST analysis or Porters 5 Forces model are common techniques associated to this traditional approach. Although the external environment has an indisputable impact upon M&S´ performance, it is also important to carry out an internal analysis of the organisation. This second approach examines M&S´ ability to use available resourses and competences or to create them in order to build sucess. We can also enumerate various techniques associated to this new approach: resourse audit, value chain analysis, activity mapping, core competence analysis, power/interest matrix, sinergy analysis, strategy evaluation techniques, SWOT analysis... etc.EXTERNAL ENVIRONMENT1.0 PEST AnalsysisPEST is a mnemonic for political, economic, social and technological factors. It is the most frequently used tool to analyse the impact of the general enviroment upon an organisation.Political: British political system offers...

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