Marketing strategies and competitive advantages of superstore market in the UK, the case of M & S

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ACKNOWLEDGEMENT

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DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.2 Introduction1

1.3 Purpose statement2

1.4 Aims and objectives of the research2

1.5 Research questions3

1.6 Scope of the study3

CHAPTER 2: LITERATURE REVIEW5

2.1 Overview of Marks and Spencer5

2.2 Competitive advantage6

2.3 Competitive strategy7

2.4 The Porter diamond8

2.5 Conceptual underpinnings based on Michael Porter's work10

2.5.1 Competitive advantage through cost leadership strategy10

2.5.2 Competitive advantage through differentiation strategy11

2.5.3 Competitive advantage through focus strategy12

2.6 Resource-based theory of the firm13

CHAPTER 3: METHODOLOGY14

3.1 Introduction14

3.2 An overview of the case study methodology14

3.2.2 Secondary data collection15

3.2.3 Questionnaires15

3.3 Rationale for applying qualitative case study methodology research design15

REFERENCES17

CHAPTER 1: INTRODUCTION

1.1 Background of the study

According to Davis and Thomas (2004, 14), companies today are facing a great variety of internal and external challenges as they attempt to remain profitable and stay ahead of the competition. Externally, they are faced with opportunities and threats presented by increasing domestic and global competition, more informed and demanding customers, and rapid advances in technology. Internally, they are confronted with greater pressure to become more efficient through the reduction of costs while simultaneously becoming more effective through the improved deliverance of customer service as well as the creation of customer value. As a result of these challenges, companies are finding it more difficult to compete with and stay ahead of the competition for any length of time.

1.2 Introduction

Porter (1991, 47) has defined the concept of competitive advantage as an advantage, which an organization could gain over its competitors when the organization offers ...