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Strategic Position ofMarks and Spencer
Table of Content Executive Summary3Overview of Marks and Spencer4Industry Analysis5Clothing Industry5Around the World5In the United Kingdom5In Marks and Spencer5Strategic Position7Evaluation of Current Strategic Position of Marks & Spencer10Internal Analysis10Consumer Profile10Marketing Mix10Organizational Culture12Resource and Capability Analysis14Stakeholder Analysis17Strategic Groups18External Analysis19PESTEL19Porter’s Five Forces21Key Findings25SWOT Analysis25TOWS Analysis26Recommendations for Improvements27Conclusion30References32Appendices36Appendix A: Strategic Objectives of M&S36Appendix B: Recommendation Types in Kohl’s Website371
Executive SummaryStrategies of an organization determine the scope of its activities and at which degree the business process of the organization backing-up to achieve the organizational goals and objectives successfully. Therefore, properly set strategy would make the business grow rapidly and generate profits for a longer period as desired. This report presents the strategic position of a leading British retailer, Marks & Spencer (M&S). by analysing how the external and internal factors are affecting their strategies.The report starts by providing an overview of the organization. In the first chapter a through analysis of the clothing industry is being performed to identify the nature of the retail industry in clothing. Secondly, the current strategic position of M&S is being presented. In the third chapter, the internal factors are being analyzed using various standard methodologies such as cultural webs, stakeholder analysis, consumer profiles, resource and capability analysis.. Furthermore, the report uses frameworks such as PESTEL, Porter’s Five forces, SWOT, TOWS to analyze the effect on external factors.. Considering all these factors, the strategic position of the organization is critically evaluated.Finally the report will be concluded by providing the recommendations to improve the business, considering competitors, latest technologies available and other success stories in the industry. 2
Overview of Marks and Spencer Marks and Spencer (M&S) is a British retailer which was set up in 1884 in Leeds by Michael Marks and has been rebranded on its current name with the partnership with Thomas Spencer. Opening the business as a market boutique, as of now its been considered as one of the UK’s leading multinational businesses having 1433 stores all over the world, including Middle East and Eurasia. (M&S, 2017) In the UK M&S has 910+ stores, including franchise stores and owned by the organisation itself. M&S is one of the leading provider of mens, womens wear and lingerie. The organisation’s vision is to “make every moment special” for its customer through their high quality, own brand food and clothing.