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Marks and Spencer

C/M/259. Strategic Marketing Audit for Marks and Spencer plc

WORDS:
2000
DATE:
2005
PRICE:
29.99 GBP

This report focuses on the retail industry with specific analysis being taken of the marketing strategies employed by Marks and Spencer. A marketing audit has been carried out in November 2005, after the company had reported increases in sales and profits. The report found that the current strategies of increased responsiveness to changes in the market environment are enabling Marks and Spencer to compete more effectively than was the case in the past. The report analyses the marketing mix, the SLEPT analysis of the industry and carries out an analysis of the competitive environment using Porters five forces of competition. The report uses these analyses to put together a SWOT analysis. The report has found that the retail industry is operating in a mature market, with intense competition between a very concentrated numbers of incumbents. In recent years the high street traditional retailers such as Marks and Spencer have suffered at the hands of the supermarkets and specialist multiples. However, changes in focus enabling quicker response to the market and a return to their core competencies may enable Marks and Spencer to remain competitive and grow their market share successfully.

 

KEYWORDS: strategic, marketing, audit, marks, spencer, plc,

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