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C/B/2613. Dissertation. A Comparative analysis of pricing strategies in current and discounted business environment: UK apparel industry. Case study of Zara and Marks and Spencer

WORDS:

11600

DATE:

2010

PRICE:

119.99 GBP

Using clothing companies Zara and Marks and Spencer, the overall aim of this research is to provide a comparative analysis of the underlying dynamics behind pricing strategies in the discounted business environment of the UK apparel retail industry. In order to achieve this aim, the researcher has developed a range of specific objectives, which include: to understand the role of competitive structure of the industry in developing effective pricing strategy across firms, to compare implications of different business models on their relative pricing strategies, and to analyse the importance of pricing as an element of marketing mix in achieving the overall mission and goals of the business. The quantitive analysis of questionnaires was used for a critical evaluation of the extent that pricing strategies have brought positive effects to the consumer’s purchasing behaviour and company perception. Secondary data was collected from a range of primary, secondary and tertiary sources of published work such as Business Source Premier, Ingenta, Emerald and Science Direct, extensive use of historical company annual reports, Datamonitor, Euromonitor, Mintel, and Keynote reports, trade magazines and newspapers articles.

KEYWORDS: Dissertation, Zara, Marks and Spencer, Clothing and Apparel Industry, Pricing Strategy, Strategic Management, marketing mix, business models, corporate strategy, case study,