46757269-SWOT-Analysis-for-Marks-and-Spencer - 3.1 Strengths 3.1.1 High Quality High quality is the major strength that makes M&S successful Customers

46757269-SWOT-Analysis-for-Marks-and-Spencer - 3.1...

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3.1 Strengths 3.1.1 High Quality High quality is the major strength that makes M&S successful. Customers always find high quality goods such as fresh fruits, vegetables, and other superior goods in M&S’s food hall (Ciao, 2002). With many people turnning to eat vegetarian meals, M&S grasps the consumers’ need. M&S has high quality of products that are the food and other products, such as baby products and women’s underwear. 3.1.2 Customer Services M&S has high reputation for focusing on customer service. (Christie, 2002). This is one of the most important methods to make a good relationship between customers and M&S. For example, when women want to buy underwears for themselves, the shop assistants will help them to measure sizes and give them good suggestions. 3.1.3 Shopping Environement M&S tries to make customers feel more convenient and comfortable. It makes stores brighter, and uses modern designs (Rungfapaisarn, 2001). All goods in the shop can be seen immediately. Furthermore, customers do not worry about being drowned in many shelves and avoiding multitudinous people. 3.1.4 Manager Training One of M&S’s strengths is its strict and excellent manager training system (Retail Technology, 1999). Every manager of M&S must be familiar with duty of every post. In fact, managers of M&S are arranged practice of every post. It helps them to improve both work experiences and management skills. 3.2 Weakness 3.2.1 Clothing Lack Segmentation The clothing market of M&S has many segments. In fact, the merchanclise, especially ladies outerwear, is outmoded design and cut. In addition, affluent younger consumers prefer purchasing brand-labels, such as Gap, Next and Topshop (Jobber, 2001: 149).
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