MARKS & SPENCER

Targeting and positioning of the retail product- case from Marks & Spencer"

Abstract

The Marks & Spencer case will worried with development of UK's premier retailer of nourishment and latest tendency in worldwide markets. Tests relevance of positioning inside domain of enterprise trading through submission of the new typology of positioning strategies. The suggested typology is checked in the well-established market part which is distinuished by product goods and accordingly study agreements with positioning as directed to genuine tradees other than exact brands. Our outcomes offer powerful support as to steadiness of suggested typology and relevance of notion of positioning in enterprise markets. The authors propose that whereas enterprise positioning is predominantly very resolute by hard criteria (e.g. merchandise quality) and connection construction components (e.g. individual contact), other concerns such as trade organisations (i.e. geographical coverage), wideness of offerings and stage of integration (i.e. position in circulation chain), furthermore play an significant part. Finally, we offer support to assertion that, grade of familiarity with the exact trade is the assisting component to insights of chased positioning strategies.

Table of Content

Abstractii

CHAPTER 1: INTRODUCTION1

Outline of Study1

Rationale2

Significance3

Research Question4

Purpose of study5

Limitation of Study6

Assumptions & Limitation6

Reliability7

Validity7

Ethical Concerns8

CHAPTER 2: LITERATURE REVIEW10

Industry View10

Fashion14

Food14

Organizational Structure15

Internationalization16

UK clothing industry22

The European Fashion Positioning22

Integrated communications25

The Retail Revolution28

Retailing32

Consumer behaviour and clothing products43

Broadening plan46

CHAPTER 3: METHODOLOGY48

Research Design48

Data Collection Method52

Data Analysis52

CHAPTER 4: DISCUSSION54

Financial Analysis68

Financials by Division68

SWOT ANALYSIS69

STRENGTH69

Strong positioning position70

Strengthening international positioning71

WEAKNESSES71

Declining sales in UK71

OPPORTUNITIES72

Competitive pricing72

Target and positioning in online retail spending73

Expansion of network and merchandising content73

THREATS74

Intense competition74

Increased minimum wages in UK75

Low consumer confidence in UK75

Building management capability76

Responding to positioning conditions77

Investing in our core UK trade78

Brand stretch82

Service and store environments83

Strengthening UK property portfolio84

Developing our M&S Direct trade84

Building an International trade85

Keeping up momentum on Plan A86

Looking ahead86

CHAPTER 05: CONCLUSION88

References93

CHAPTER 1: INTRODUCTION

Outline of Study

The trade begun in Leeds in 1884 when Michael Marks, the Russian immigrant, set up the “Penny Bazaar” from which no piece cost more than one penny. Ten years subsequent Tom Spencer connected Michael Marks in partnership. By 1901 enterprise had 12 stores and 24 stalls in enclosed markets. This target and positioning proceeded and by 1926 enterprise was functioning from 125 stores. At this issue trade altered its rank to that of the public industry. The families of origin constituents performed the key function in development of Marks & Spencer for next 58 years until for first time in 1984 the non-family head individual and head boss was nominated as successor to Lord Sieff (Michael Marks' grandson). By 1980s trade had become one of UK's most broadly held in periods of shareholdings, with more than 300,000 shareholders, and one of UK's premier retailers of nourishment, men's, women's and children's fashion. These goods formed centre enterprise simultaneously with dwelling furniture, accessories and economic services which were presented in 1985. arks and Spencer Group (M&S) is the premier retailer of apparel, nourishment and dwelling ware in UK. The trade functions in about 41 nations worldwide with UK as its prime positioning. It is headquartered in London, UK and uses about 75,000 ...