C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

This report consists of two parts. First is dedicated to the analysis of Marks & Spencer Company, its current situation and future developments, including the SWOT analysis. Moreover, it goes into analysis of M&S's 50+ segment of female customers and in particular their attitudes towards clothing sold by M&S and its competitors. This is achieved by the means of primary research - semi-structured interviews guided by questionnaire with open ended questions. The primary research is also reinforced by comprehensive secondary research, including such sources as Key Note and Mintel. Second part is partially based upon the first one in such respect that it uses the obtained information, while providing recommendations and brief outline of the promotional campaign, dedicated to reach the 50+ female customer segment and improve its awareness and attitudes towards M&S.