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Marks and Spencer case study

发布时间：2023-04-07 05:44:42 来源：文档文库

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MarksandSpencerCaseStudyIntroductionTheessayexplainswhattheimportantpartsofMarksandSpencer’s(M&Scurrentandhistoricstrategiesare.ThevaluechainisanalysedtoexplainM&S’scompetitiveadvantages.Thevaluechainfocusesoninboundlogistics,operationsandmarketing&serviceanalysisofM&S.Furthermore,theessayinterpretswhattheproblemsofpresentstrategiesM&SwillmeetinthefutureandwhatnewstrategyM&Smayfollow.KeyComponentsofM&S’sCurrentandHistoricStrategiesM&Simplementeddifferentstrategiestosolvevariousproblemswhenitwasatdifferentperiodsofdevelopment.ThefollowingisM&S’smainstrategies.Firstly,M&Striedtobuildagoodrelationshipwithitssuppliersandcustomersasitsstrategy.M&SensuredthehighestqualityofproductsthroughworkingwithitssuppliersandencouragingthemtousethemostefficientandmodernproductiontechniquessothatM&Sgotmorecompetitiveadvantagesintermsofqualityofproductsthanitscompetitors.Forexample,M&Sintroducedthe‘StMichael’logoasitssignofqualityofproductsatthebeginningofthedevelopmentofthecompany.Therefore,thereputationofhighestqualityofproductswasbuiltamongM&S’scustomers.Secondly,thestrategyconcentratedonrestructuring,namely,top
managementlevelseparatedcompanyintothreepartsbetween1998and1999whenM&Shadfacedthedifficulties.Furthermore,M&Sadoptedacustomer-focusedstrategyinordertoidentifycustomerpreferenceandtrendsanddeeplyunderstandwhatcustomersreallyneedbecauseitscompetitorsweremoreresponsivetochangingmarket.Thirdly,M&Simplementedcreatinganewcorporateimagestrategy.M&Schangedstoreimage,builtapilotstore,separatedmanagementstructureintosevenbusinessunitsandlaunchednewproductbrandsothatthestrategybecamemorecustomerfocused.Moreover,M&Shadimplementedexpansionoverseasmarketsstrategyinordertolookfornewbusinessopportunity.However,thestrategydidnotdevelopinoverseasmarketssmoothlysothatM&Shadtochangeitsoriginalstrategytocloseitsstoresandwithdrewoverseasmarkets.M&Schangeditssuppliersascuttingcoststrategy.Forinstance,itswitcheditssuppliersofcertainproducts,suchasclothingrange,insteadof100percentAsiansupplier.Finally,M&SimplementedexpansionUKmarketwithnewproductrangesstrategythroughdevelopingitshomewaredepartment,SimplyFoodconveniencestore,andfinancialservices.StrategicModelfortheSuccessofM&SM&Shasahugesuccessaboutprofitsandmarketshareduringthelate1990s.ThesuccessofM&SisanalysedthroughvaluechaininordertoexplaincompetitiveadvantagesofM&Sforaddingvalueforitscustomer.Theprimaryactivitiesofvaluechainconsistofinboundlogistics,operations,outboundlogistics,marketing&salesandservice.Theanalysiswillfocusoninboundlogistics,operationsandmarketing&serviceofM&S.

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