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Presented By: Oday Alnabhan
Marks and Spencer plc (also known as M&S) is a major British multinational retailer headquartered in the City of Westminster, London.
It specializes in the selling of clothing, home products and luxury food products.
M&S was founded in 1884 by Michael Marks and Thomas Spencer in Leeds.
About the Company
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Mission: To Make A spirational Quality Accessible To All
1
• Providing New Quality Products In The Areas Of Cloths, Food, Home And Financial Services
2
• Social Revolution, By Providing The Working Class With
Clothes Fit For Lords And Food Fit For Kings.
3 • Delivering High Quality Goods
4 • Offering Affordable Price
5 • Receiving By Customers Good Value For Money
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Vision Statement
‘To Be The Standard Against Which Others Are Measured’
Organisational Goals
Increaseing Sales And Market Share In Retailing
Continueing Differentiation Strategy By Delivering Freshness, Quality And Innovation
Becoming The World’s Most
Sustainable Major Retailer By 2015
Quality, Value, Service, Innovation And Trust.
Values
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SWOT ANALYSIS
Strength: • High Brand Recognition • Wide Variety Of Products • It Has Over 1000+ Stores Present Across 40 Countries • Over 80,000 Employees Form A Part Of The Workforce Globally • Organic, Healthy Food Products
Threats • Still Reliant On Mega Stores • Competitors Like ASDA, TESCO Etc and Various New Entrants
Weakness: • Highly Priced Products • Attracts Only People Over 25-30 Years Of Age • Weakening Company Financials
Opportunities • The Online Retail Space • Introduce Clothing For Younger People • Geographic Expansion In Emerging Markets
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Porters 5 forces
Threat Of Substitutes
Bargaining Power Of
Buyers
Threat Of New
Entrants
Bargaining Power Of Suppliers
Degree Of Rivalry
.
Porter 5 Forces
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BUSINESS MODEL
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What is a business plan ?
Preparing a Five Year business Plan.
A Business Plan Serves two functions:
1. Guides the company’s growth and development
2. Attracts lenders and investors
A Business Plan
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Three Tests That Every Business Plan Must Pass
Competitive Test
Reality Test
Value Test
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M&S launched an initiative, known as "Plan A“ to dramatically increase the environmental sustainability of the business within 5 years and expected to cost £200 million.
The plan covers "100 commitments over 5 years to address the key social and environmental challenges facing M&S today and in the future" with the tag-line
M&S ‘’Plan A’’ "Because there is no Plan B". (January 2007)
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M&S 5 - Year Business Plan (Smart Objectives)
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M&S 5 - Year Business Plan (Contingency Plan)
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Strategic Decision Making To Increase Sales Volume
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Advertising any sales
presentation that is non-personal in
nature and is paid for by an identified
sponsor
Creative Use of Advertising and Promotion
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Twelve tips that Marks & Spencer uses for their effective advertising:
1. Plan more than one ad at a time 2. Set long-run ad objectives and
measure performance 3. Use ads, themes, and media that
appeal to target customers 4. View advertising expenditures as
investments, not expenses 5. Use advertising that is different
from competitors’ advertising. 6. Choose the media vehicle that’s
best for your business even if it’s not “number one”
Creating a Promotional Strategy
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7. Consider using some else as the spokesperson on commercials.
8. Focus ads on the company’s USP. 9. Devise ways of measuring ads’
effectiveness that don’t depend on just tow or three customers’ responses.
10. Don’t simply drop an ad because nothing happens immediately.
11. Emphasize the benefits that the product or service provides to the customer.
12. Evaluate the cost of different media.
Cont..Creating a Promotional Strategy
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Characteristics of a Successful Ad
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Marks & Spencer uses these main techniques:
1. Comparative advertising 2. Shared advertising 3. Stealth advertising 4. Repeat ads that have been successful 5. Use identical ads in different media 6. Hire independent copywriters, graphic
designers, photographers, and other media specialists
7. Concentrate advertising when customers are most likely to buy
How to Advertise Big
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MARKETING
We brought food and fashion together under one brand identity (Only M&S)
Every product is built around our customers.
Our range of selling channels.
Our strong presence in the UK
Our expanding Simply Food format
MARKETING & SERVING OUR CUSTOMERS
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Marks & Spencers
10%TESCO
24%
J. Sainsburry
25%
ASDA Group31%
Argyil
Group10%
Jeevan Visualize
Competition in UK Food market -2015
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Marks &
Spencers43%
Store House
14%
Sears PLC
11%
NEXT
6%
BURTON
26%
Jeevan Visualize
Competition in UK Cloth Market-2015
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Jeevan Visualize
Proposed strategy: Market Expansion
Increasing Product Lines.
Expansion Plans In Different Geographic
Regions
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Marks and Spencer need to address a few problems before opening
chains in international grounds. They need to fully address ‘Plan A’ in
order to achieve maximum efficiency within the UK.
There is a need for market development as well as product development
as new age segmentations are found.
Major work needs to be done within the non-food section of Marks and
Spencer as well as customer service section.
In order to sustain profitability M&S should pursue market expansion
strategy to exploit opportunities in worldwide markets as natural limit
of growth in few countries is completed.
Conclusion
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