MARKS & SPENCER

Longitudinal Strategic Development Study: Marks & Spencer

[Name of the Institute]Longitudinal Strategic Development Study: Marks & Spencer

Introduction

Marks and Spencer is one of the largest and popular retailers of the world. It is known as the major retailer that trades a variety of merchandise range under their brand. They are situated in more than thirty countries. They have a strong consumer following and have created a strong brand image over the years. The consumers have confidence and reliability in the Marks and Spencer's products. As per the market research, Marks and Spencer leads the over a majority of its competitors in terms of customer service, variety, believe, quality and reliability.

Firstly, in alignment to propel best perform and stimulate discovery over the supply chain, Marks & Spencer commenced a Supplier Exchange website and held some 'Plan A' seminars for suppliers; providing support and concepts for emissions reduction. In a joint project, with the Carbon Trust, Marks & Spencer evolved an exclusive carbon footprint of the company's whole nourishment business; revealing that Marks & Spencer's 4.3% share of the UK nourishment market develops round 3.3mt of CO2e. Secondly building on the achievement of it is navigate 'eco-stores', Marks & Spencer supported the development of textiles eco-factories.

This paper provides a brief profile of the company. It also discusses the strategic development models of Marks and Spencer. These models include SWOT analysis and Porter's 5 Forces Analysis. It also provides a future direction for Marks and Spencer.

Corporate Development History

Following is the development history and current developments of Marks and Spencer.

Development History

A very popular retail brand from England, Marks & Spencer boasts of a hundred and twenty years of legacy. Britain itself hosts 450 and more Marks & Spencer outlets that a staff which measures close to 65,000 in number. This company is not just a successful brand in England but is also known as an upcoming brand in other countries outside of Britain including Hong Kong. Off lately, the retail business in Britain has gotten more aggressive with consumers getting spoilt for choice. The consumers have indeed become much smarter in making a choice of the place and the way, in which they desire to buy a product, so much so that they are pretty sure about their expectations when they venture out to buy (Kros 2009, 12). This has clearly resulted in the cut throat competition, in the retail business.

The occurrence of modern business strategy started a phase of transition in the firm. This transition phase marked a 'back to the drawing board' strategy that could help the organization relook at the simplest of consumer needs. The outcome was clearly three basic points i.e. Quality, Value, and Service. The organization came up with a promotional line which had a personal touch i.e. 'You're M&S'. The promotional line assisted the organization in getting the consumer closer to the legacy of Marks and Spencer. There was an additional purpose to this campaign. Three fundamental attributes were engaged in this procedure:

Producing goods that ...