Professional Documents
Culture Documents
Content
Introduction PESTLE analysis (Marco-environment) SWOT analysis (Micro-environment) Competitors analysis Suppliers analysis Core Marketing Strategy (Segmentation, Targeting and Positioning) Marketing Mix (4Ps/7Cs) List of References
Introduction
First store was established in 1901 at Manchester. (Marks and Spencer, 2012) One of the UKs leading retailer. (ibid.) Offer clothing, home products and foods. (ibid.) Employ 78,000 employees in the UK and abroad. (ibid.) More than 703 stores in UK and over 300 stores across Europe, the Middle East and Asia. (ibid.) Provide online services through marksandspencer.com. (ibid.)
Factors
Ecological Factors
Economic Factors
Technological
Factors
PESTLE Analysis-Political
Each emirate in the U.A.E. still retains substantial autonomy. (Michigan State University2012) A politically stable and forward-looking administration (Middlesex University Dubai 2009) The U.A.E. has no political parties(Michigan State
University2012)
Incorporating a Limited Liability Company Al-Futtaim Group (Marks & Spencer UAE L.L.C 2012) Commercial Agencies Law (UAE Country Report. Jan 01, 2012) UAE eliminated trading agency requirements for basic food products in August 2006
PESTLE Analysis-Ecological
Conservation of energy and resources Issue the Federal Law in 1999 (Al Abed,I. and Hellyer, P. 2001)
SWOT Analysis-STRENGTHS
Reputation - High quality and product variety (Karaliopoulos and Amat)
Shopping environment
Customer services
Healthy eating
Internal training
- Financial Services
- International Retail
SWOT Analysis-WEAKNESSES
Lack of newness (The Telegraph, 2006) Slow to change Clothing : Does not really reflect younger womens taste (Bums, 2008)
(Fashionologie ,2011).
(Inkcinct, 2012)
Competitors analysis
Competitor
Debenhams (for Home and Clothes) Womenswear Menswear Childrenswear Weddings wear Home wares Middle class People who go for weddings
y
Classification
Product variety
Waitrose Food
y y
Upmarket
(Waitrose 2012)
Stylish clothes
(Next Plc.2011)
Competitors
Competitor Classification Size/ Market share (overall) No. of Shop in Dubai strengths Waitrose (for Food) 272 4.2% (2010) 4.4% (2011) 2 catering for the specific needs of the local communities Next (for Home and Clothes) 680 2.5%(2010) 4.0%(2011) 13 Relatively high number of stores Debenhams (for Home and Clothes) 228 Increased by 4.5%
6 Wide variety of product with 19 designers Weddings wear consider of cultural requirements
y
weaknesses
y y
No supermarket
No supermarket
(Next Plc.2011)
Competitor
(for Food)
Next
Debenhams
Classification
Strategic thrust Market Penetration Market Penetration Product development (different design on products)
Strategies
Market segment expansion (more stores in the Middle East) y continues to pursue further stores in the Middle East region
(Waitrose 2012)
response pattern
(Next Plc.2011)
Competitors analysis
M&S Competitive Advantages
- 3 sectors (Food, Clothes and Home) - Product variety and High quality
Suppliers
Trade Clearing House
One of Britains leading wholesale clothing companies (Esources, 2012) Stocking a massive range of Branded and ExChainstore Fashion Clothes including babywear , childrenwear and ladieswear. (ibid.) Hold the childrens licensed character clothing including Disney and Warner Bros. (ibid.)
OPM Group Manufacture products for Its Quality Management many leading famous certified to ISO System isbrands, contract packers and industry worldwide. (ibid.) 9001-2000 standard. (OPM Group, 2012) The manufacture of self Services provided (ibid.):food adhesive labels, flexible Its packagingand System is certified to ISO 9001-2000 standard Quality Management packaging - Labels and other packaging materials are Pressure Sensitive Labels certified to BRC/IOP category Film B food contact. (ibid.) Services Thermal Printing
(OPM Group, 2012)
Marketing Mix
Clarity Consistency Credibility Competitiveness
References
Al Abed,I. and Hellyer, P. (2001). Environmental Development and Protection in the UAE. In Aspinall, S.(Ed.), United Arab Emiratesa new perspective.(pp277-304). UK: Bookcraft. Ali & Partners (2004). Doing Business in the U.A.E. Middle Eastern Laws - U.A.E. Retrieved March 3rd, 2012 from http://www.mideastlaw.com/middle_eastern_laws_uae.html Andrews, E. and Martin, A. (2011, September 13th). Sorry about your sandwich... but here's the dinosaur you asked for': M&S sends cheeky customer a smiley drawing. Mail Online. Bums, P. (2008). Corporate Entrepreneurship: Building the Entrepreneurial Organization (2nd Edition). Palgrave Macmillan. CSL Cartoonstock (2012). Retrieved February 29th ,2012 from : http://www.cartoonstock.com/directory/s/skilled_worker.asp Danielli, D. (2005, July 21st). OPM joins M&S supplier roster. Retrieved February 29th ,2012 from : http://www.printweek.com/news/486974/OPM-joins-M-S-supplierroster/?DCMP=ILC-SEARCH
References
Debenhams Retail plc(2012). Debenhams International. Retrieved March 3rd, 2012 from: http://www.debenhams.com/webapp/wcs/stores/servlet/CategoryDisplay?storeI d=10001&catalogId=10001&langId=-1&userType=G&categoryId=63447 Esources (2012). Retrieved February 29th ,2012 from : http://www.esources.co.uk/supplier/153/ Fashionologie (2011). See the Entire Marni For H&M Ad Campaign. Retrieved February 29th ,2012 from : http://www.fashionologie.com/Complete-Marni-HM-Ad-Campaign-Photos21875506?page=0,0,6#5 If it ain't broke: why Marks & Spencer is opting for an old-fashioned Crimbo. (2006, November 12th). The Telegraph. Inkcinct. (2012). Retrieved February 29th ,2012 from : http://www.inkcinct.com.au/web-pages/australian/economic-business-ir/2008economic-business-ir.htm Karaliopoulos , G. and Amat, O. The Marks and Spencer Case The Central Intelligence Agency (2012). CIA - The World Factbook. Retrieved March 3rd, 2012 from: https://www.cia.gov/library/publications/the-worldfactbook/geos/ae.html
Marks and Spencer (2012). 125 Years-Timeline. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/HTML/index.html#/2000s Marks and Spencer (2012). About Us Company Overview. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/aboutus/company_overview Marks and Spencer (2012). About Us Where We Are. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/aboutus/where/uk_stores Marks and Spencer (2012). Annual Report 2011. Retrieved February 29th, 2012 from: http://annualreport.marksandspencer.com/financial-review/international.aspx Marks and Spencer (2012). Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/home M&S Money (2012). Retrieved February 29th, 2012 from: http://money.marksandspencer.com/ Marks and Spencer plc. (2012). About us. Retrieved Feb 23rd, 2012 from: http://corporate.marksandspencer.com/aboutus/where/uk_stores Marks and Spencer UAE L.L.C (2012). PLAN A in the Gulf. Retrieved March 3rd, 2012 from: http://www.marksandspencerme.com/content/page2.aspx?pName=Plan_A
References
References
Marks & Spencer UAE L.L.C (2012). Whats new-Ultimate Magical Wear. Retrieved March 3rd, 2012 from: http://info.marksandspencerme.com/whatsnew/magic-wear.html Mehmood, F. (2010, Nov 03rd) E-commerce spending survey toped by UAE. TopNews Arab Emirates. Retrieved March 3rd, 2012 from: http://topnews.ae/content/21738-e-commerce-spending-survey-toped-uae Michigan State University (2012). United Arab Emirates: Government-Principal Government Officials Retrieved Feb 25th, 2012 from: http://globaledge.msu.edu/countries/united-arab-emirates/government Middlesex University Dubai (2009). About Dubai. Retrieved Feb 25th, 2012 from: http://www.mdx.ac/Aboutdubai.asp?Link=About%20Middlesex%20University%2 0Dubai&SubLink=About%20Dubai Miller, C. (14th Nov 2008). Arabian bites. Retrieved Feb 25th, 2012 from: http://www.johnlewispartnership.co.uk/media/e-zine/newsroom/jlp-e-zine-14november-2008-arabian-bites.html Next Plc.(2011). Business overview. Retrieved March 3rd, 2012 from: http://www.nextplc.co.uk/about-next/business-overview.aspx OPM Group (2012). Retrieved February 29th ,2012 from : http://www.opmlabels.com/index.htm
References
UAE Country Report. (Jan 01, 2012).U.S.A.: The PRS Group, Incorporated. Waitrose (2012). Waitrose Factsheet. Retrieved March 1st, 2012 from: http://www.waitrose.presscentre.com/ImageLibrary/detail.aspx?MediaDetailsID=3 0240