MARKETING REPORT

Marketing Report

[Name of the Institute]

Executive Summary

John Lewis is a one of the world's well-known market chain departmental store working all through United Kingdom. The triumph of John Lewis is a product of the meticulous implementation of \scheduling and immense ideas execution. John Lewis Partnership owned the chain of departmental store and the initial layup opened in 1864 in Oxford Street, London.

Being one of the leading Departmental stores, it has shown on numerous occasions that it has the ability to grind out toughest of the financial crisis. Thus far it as also stood firm on its ground for the last decade or so. Now due to the sudden change in the dynamics of the industry, as a whole, there are some tough questions to be answered by John Lewis. It has been on the receiving end of some claims about its quality and its innerwear has been penned down by critics. Due to such stifling competition in industry, the breathing space is not there for the brand. The Porter 5 analysis has shown that if there is any strength that the brand is enjoying for the time being, it has been brutally countered by some acute weakness. They have stayed rooted to the cultural sensibilities of the UK audience for the time being. Trends have changed in the fashion industry though and they cannot enjoy the same level of freedom that they used to enjoy some time back. The brand needs some strict image building and thus it needs a makeover, as younger audience has lost its appeal towards the brand. They have not been able to connect themselves to the brand. And as they are the part of the fashion industry, the fortunes are fluctuating on daily basis. The problem with integrating the retail stores with the fashion is that now they have to bear with the fluctuating revenues and fortunes for sometimes. But with the minor tweak here and there, they could be a strong brand once as far as retail industry is concerned as they have many things which are working eventually in their favor. The management is proficient and has the required acumen and ability to deal with the crisis. The economic slowdown has contributed to a lot of John Lewis's problem, and the problem in the United States have really compounded the difficulties for the John Lewis, As the overall spending prowess of the consumers is on the decline, the overall spending has been more on the cautious side and consumers have started looking for the lower cost alternatives (Clifton, 2009, p. 131).

Executive Summary2

1-Introduction5

2-Methodology6

6

3-The Porter's Five force Model6

3.1-Level of competition7

3.2-Threat of the Substitutes7

3.3-Threat of the New Entrants8

3.4-Bargaining Power of the Buyers8

3.5-Bargaining Power of the Supplies8

4-Evaluation of Findings and Key Issues9

5-Strategic Options10

5.1-Sticking to the Basics10

5.2-Finding the Right Balance11

5.3-Resolving the Internal Conflicts11

6-Conclusion11

7-Recommendations12

Annotated Bibliography15

Appendix 3 (PESTEL Analysis)20

Political20

Economic20

Social20

Technological20

Environmental20

Legal21

Marketing Report

Introduction

John Lewis is a world renowned market chain departmental store operating throughout United Kingdom. The success of John Lewis is a result of the conscientious execution of planning and great ...