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BP310 BACHELOR OF FASHION (MERCHANDISE MANAGEMENT)

MKTG1170 FASHION & TEXTILES MARKETING

Assessment 1

ANALYTICAL REPORT

STRATEGIES OF A FASHION ORGANISATION

MARKS AND SPENCER GROUP PLC


UNITED KINGDOM

Assessment By Laura Leanza

S3559786

Word Count: 3,812

RMIT University
Semester 1
2017
STRATEGIES OF MARKS AND SPENCER

Executive Summary

The following analysis report has been written to communicate a response to the assessment brief

part of the subject Fashion and Textiles Marketing. The purpose of this report is to present a

detailed analysis, based on the findings through secondary research, on a selected fashion

organisation that offer fashion and lifestyle product lines. Established in this report is identifying,

researching and examining the environment and strategies of a fashion organisation. Followed with

providing strong recommendations with strategies for the organisation to prosper and succeed in

future. Requirements of the brief are to support findings through valid sources, as it benefits the

research with a solid outlook on each topic related to the organisations analysis.

The report is structured on three major sections based on the fashion organisation and the market

situation that the company is targeted in. Firstly, a brief history of the company with a general

background depth, followed with a rich analysis of the companys environment, enabling a deeper

insight and broader understanding of the organisations industry. The analysis has been conducted

through the following formats:

Examining a PESTEL analysis to clarify the performance of the macro environment.

Exhibiting a TOWS matrix to explore the companys internal and external actions and what

strategies that may be needed to achieve the companys expectations.

Performing research on the fundamental five forces to analyse the organisations industry.

Depicting a BCG growth-share matrix to measure the organisations position and market

attractiveness based on the companys internal businesses and categories.

The report concludes with key recommendations through strategies based on subjective thoughts,

however the research throughout the analytical report has been used as evidential material on the

suggested strategies.

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STRATEGIES OF MARKS AND SPENCER

Table of Contents

1.0 Introduction ............................................................................................................................... 4

2.0 Company Analysis..................................................................................................................... 5


2.1 Strategic Timeline ....................................................................................................................... 5
2.2 Geographical Scope ..................................................................................................................... 6
2.3 Products and Services .................................................................................................................. 6
2.4 Key Strengths and Weaknesses ................................................................................................... 7

3.0 Analysis Of The Companys Environment ............................................................................. 8


3.1 Environment Leading To Key Opportunities And Threat (PESTEL Analysis) .......................... 8
3.1.1 Political................................................................................................................................. 8
3.1.2 Economic .............................................................................................................................. 8
3.1.3 Social .................................................................................................................................... 9
3.1.4 Technological ....................................................................................................................... 9
3.1.5 Environmental....................................................................................................................... 9
3.1.6 Legal ................................................................................................................................... 10
3.2 TOWS Strategic Analysis.......................................................................................................... 10
3.2.1 Maxi-Maxi Strategy (SO) .................................................................................................... 10
3.2.2 Maxi-Mini Strategy (ST) ..................................................................................................... 11
3.2.3 Mini-Maxi Strategy (WO) ................................................................................................... 11
3.2.4 Mini-Mini Strategy (WT) .................................................................................................... 12
3.3 Industry Analysis (Five Forces) ................................................................................................ 14
3.4 Portfolio Analysis (BCG Matrix) .............................................................................................. 15

4.0 Recommendations ................................................................................................................... 15

5.0 Conclusion................................................................................................................................ 17

6.0 References ................................................................................................................................ 18

7.0 Appendix .................................................................................................................................. 19

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STRATEGIES OF MARKS AND SPENCER

1.0 Introduction

This analytical report explores Marks and Spencer Group PLC and examines the organisations

position in the UK apparel retail industry. Assessing an overview of the companys background

enables a better and informed understanding of Marks and Spencer and the thriving success as a

large retailer in the UK. The report further examines the company across narrow and broad aspects

for a comprehensive insight. Researching into the macro environment through the PESTEL

elements gained an extensive but concise perception, with the five spectrums suggested use sources

of secondary research from industry experts. Discussion of the factors has recognised that some

aspects correlate and possibly affect each other in relation to economic conditions in the UK region.

Additionally, a TOWS strategic analysis exhibits strengths, weaknesses, opportunities, and threats

(SWOT) to form strategies by complimenting the factors with each other, keeping it relevant to the

companys business and environmental issues that are of an impact. Furthermore, the fundamental

model of Porters Five Forces discusses information on the current market situation and studies the

UKs apparel retail industry. This heightens understandings of the performance of the company in

the industry and if any significant impacts are pressuring the company. Narrowing to the core

performance of the group, BCG growth-share matrix measures the companys position and market

attractiveness in correlation to the UK apparel retail industry. The portfolio analysis has been

refined to the companys internal segments, only focusing on categories in the Clothing & Home

division, the food business and their financial service sector.

The report concludes with strategies recommended for Marks and Spencer to explore opportunities

for a positive future growth in moving forward. This is based on a subjective understanding from

the material outlined throughout the report.