Marketing strategies and competitive advantages of superstore market in the UK. The case Of M & S

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________.

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.

Signed __________________ Date _________________

ABSTRACT

The main aim of this dissertation was to make an analysis of the process through which super stores in UK are developing their competitive advantage through marketing strategies. For this purpose, we have taken the case of Marks and Spencer. Most of the research in the competitive advantage literature has focused on identifying the sources of competitive advantage and how it can be sustained over time. 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. This dissertation has explored that Marks and Spencer is using the marketing strategy of creating value for products through differentiation strategy. However, in the questionnaire analysis, we had discovered that M & S lacks in innovation and living up to customer expectations, at times.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF CHARTS AND FIGURESIX

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.2 Introduction2

1.3 Problem statement3

1.4 Aims of the research3

1.5 Objectives of the research4

1.6 Research questions4

1.7 Scope of the study4

1.8 Brief and overview of methodology5

1.9 Outline of chapters7

CHAPTER 2: LITERATURE REVIEW10

2.1 Overview of Marks and Spencer10

2.2 Competitive advantage10

2.3 Competitive strategy11

2.4 The Porter diamond12

2.4.1 Generic business strategies14

2.5 Conceptual underpinnings based on Michael Porter's work15

2.5.1 Competitive advantage through cost leadership strategy16

2.5.2 Competitive advantage through differentiation strategy17

2.5.3 Competitive advantage through focus strategy18

2.6 Resource-based theory of the firm20

2.7 Competitive advantage through marketing21

2.8 Conclusion22

CHAPTER 3: METHODOLOGY23

3.1 Introduction23

3.2 An overview of the case study methodology23

3.2.1 Secondary data collection24

3.2.2 Questionnaires24

3.3 Rationale for applying qualitative case study methodology research design25

3.4 Validity25

3.5 Reliability26

3.6 Population and sampling27

3.6.1 Population27

3.6.3 Sampling procedure28

3.6.4 Sample28

3.6.5 Access to participants28

3.7 Informed Consent28

3.8 Confidentiality28

CHAPTER 4: DISCUSSION AND ANALYSIS30

4.1 Marketing Mix of Marks and Spencer30

4.1.1 Product30

4.1.2 Price30

4.1.3 Place30

4.1.4 Promotion31

4.2 The marketing strategy of Marks and Spencer and competitive advantage: QVSIT Strategy31

4.2.1 Quality32

4.2.2 Value32

4.2.3 Service32

4.2.4 Innovation32

4.2.5 Trust33

4.3 An analysis of the QVSIT strategy of Marks & Spencer: Customer perception analysis33

4.3.1 Question number 1: Product shelving and display33

4.3.2 Question number 2: Service quality34

4.3.3 Question number 3: Quality of after sales service36

4.3.4 Question number 4: Staff friendliness37

4.3.5 Question number 5: Customer ...