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ANALYSIS OF THE EXTERNAL ENVIRONMENT AND INTERNAL ENVIRONMENT of Marks & Spencers
Transcript of ANALYSIS OF THE EXTERNAL ENVIRONMENT AND INTERNAL ENVIRONMENT of Marks & Spencers
and Internal Environment
of Marks & Spencer
Porter's "Generic Competitive Strategies".
ANSOFF, Igor (1987). Corporate Strategy. London, Penguin Books. (Revised Edition)
BINGHAM, John (2012). Britons living longer than previously thought. [online]. Last accessed 15 3 2014 at: ://www.telegraph.co.uk/health/elderhealth/9751444/Britons-living-longer-than-previously-thought.html
CHORN, Norman H (1991). The "Allignment" Theory: Creating Strategic Fit. Sydney
CORPORTATE MARKS & SPENCER (2014). Company overview. [online]. Last accessed 16 March 2014 at: http://corporate.marksandspencer.com/aboutus/company_overview
E.PORTER, Michael (1985). Competitive Advantage, Creating and Sustaining Superior Performance. New York, The Free Press, Collier Macmillan Publishers.
MARKS & SPENCER (2013). Annual Report 2013.
MARKS&SPENCER (2013). Marks & Spencer Annual Report. [online]. at: http://annualreport.marksandspencer.com/strategic-review/our-plan-in-action/multi-channel/
MASLOW, Abraham (2013). Abraham Maslow and the pyramid that beguiled business. [online]. Last accessed 19 March 2014 at: http://www.bbc.co.uk/news/magazine-23902918
MINTEL OXYGEN LTD (2013). Department Store Retailing. UK,
QUALMAN, Erik (2012). Over 50% of the World's Population is Under 30 – Social Media on the Rise. [online]. Last accessed 16 3 2014 at: http://www.socialnomics.net/2010/04/13/over-50-of-the-worlds-population-is-under-30-social-media-on-the-rise/
50% of the population is under 30
Strategic Fit Examples
John Lewis have adopted the Differentiation Strategy subsequently increasing their market share by 3.9%
(Mintel Oxygen Ltd 2013)
Adapting to Macro-Environment
Innovative marketing campaign which engages with M&S’s target market on a ‘Self-actualization’ level (Maslow 2013)
E-commerce by advertising its online and ‘order and collect’ hubs unique to M&S
Re-invent the online ease of use to the older generation, teaching and guiding them about how E-commerce can benefit above the 55 rather than the general public
Longer life expectancy equals bigger market (Bingham 2012)
Marks and Spencer brand doesn't appeal to younger generation
Maybe need to target this market as they will be Marks and Spencer next customers
Due to target demographic they lack speed and innovation when it comes to tech and e-commerce (Mintel Oxygen Ltd 2013)
Lost market share from online sales as competitors had already adapted to the changing macro-environment
Have begun to increase their online presence
(M&S Corporate 2014)
Continuing to expand global presence
(M&S Corporate 2014)
Surge in numbers for their target demographic, in 20 or so years
Plan A Strategy
-'sets us apart as a leader in the marketplace'
-Sustainability and eco-friendly retailer
Innovation of New Technologies
-such as the 'Browse and Order points'
Improved Distribution Castle Donnington
- 'outbound logistics' e-commerce
Bricks and Clicks
- international website domains
- international stores
Why is it Differentiation?
High advertising level and quality
(E.Porter 1985, p122)
(E.Porter 1985, p12)
2013 Christmas advert reporting ‘a 6.9 per cent increase in sales over the festive period’ and ‘22.6 per cent increase in online sales’ (Marketing Week 2014)
-With one of the weaknesses’ identified, repeat purchase amongst this market is low
-Awareness of loyalty scheme could be implemented, would enforce brand loyalty, and gain market share back from competitors
-Advertisement would focus around the unique ‘order and collect’ service and brand loyalty
-Help consumers understand how the Marks and Spencer’s online presence works, entice the older market about the new way of ease of use retailing