C/M/564. Dissertation. Marks & Spencer's: Strategic marketing audit for the women clothing market

This dissertation involves the use of qualitative case study method to investigate strategic marketing audit for the Marks & Spencer's apparel market for women. It highlights strategic marketing audit techniques of leading marketing writers. It also reviews strategic objectives, marketing objectives, target market and retail marketing mixes. The research is underpinned by the theoretical framework of SWOT analysis, PESTEL analysis, Porter's five model and the Value Chain model. Data for the investigation was collected through interviews and they were analysed to proof or contradict the main research questions. Secondary sources of data were obtained from the company's annual reports and electronic publications of current articles relating to the study.