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Case Study Analysis of M&s
Case Study Analysis of M&s
Case Study Analysis of M&s
1) ARENAS:
1. Product Category:
a) Clothing market
b) Footwear market
c) Food market
2. Product Range
a)
b)
c)
d)
e)
3. Market segment
Middle Class consumers
4. Geographical area
Worldwide across 41countries with 337 stores
2) Vehicles:
a)
b)
c)
d)
Joint Ventures
Organic growth
Franchise Agreements
Acquistions
3) Differentiator
a)
b)
c)
d)
e)
4) Staging
a) Moving from domestic market to international markets as soon as domestic market
saturates.
b) Have two management teams- One for UK and other for International market
5) Economic Logic
a) Internationalization
b) Outsourcing cheaper raw materials from countries like India, Pakistan, Vietnam China
2) TOWS ANALYSIS
THREATS
OPPURTUNITIES
STRENGTHS
1) High Product quality
2) Strong domestic
consumer base
3) Customized products
catering to different
segments
4) Strong Brand image,
trading for more than
100 years
WEAKNESS
1) Lack of marketing
research
2) Poor inventory control
3) High prices compared
to competitors
4) Clothing style not
focusing on young
customers
5) Failed to expand in
countries like France,
USA and Canada
6) Lack of Brand
awareness in Asian
countries
1) Expansion in Ecommerce
2) Segmentation and
targeting on basis of age
group
3) Expansion in various
product categories like
grocery
4) Differentiate in terms
of corporate social
responsibility
5) Store image makeover
(SO) strategy
1) Further penetration of
market using internet
2) Customized products
for different age groups
3) Expansion in grocery
market by making use of
their brand image and
product quality
4) Innovative CSR
initiatives to strengthen
brand image
(WO) strategy
1) Formulating STP
strategy by proper
marketing research
2) Robust inventory
management to handle
products like grocery
3) Improving store image
in countries like Canada
to expand
1) Strong competition
from other fashion retail
stores
2) Global financial crisis
3) Threat of new entrants
4) Threat of losing
younger audience while
catering to older
segment
(ST) strategy
1) More trendy and
fashionable products in
comparison to
competitors
2) Low prices while
offering discounts and
offer to deal with
financial crisis
(WT) strategy
1) Offering trendy clothes
to attract young
customers
2) Counter the new
entrants by offering
customized clothing
1. Product
2. Price
The major problem with the pricing is that while M&S aims to provide
quality goods at low prices but their price proposition in China was far
beyond the reach of a middle class Chinese.
Secondly, the prices need to be adjusted to match the income bracket of
the Chinese people. For this M&S should source more materials from
locals.
Thirdly, the company should remove the price imbalance prevalent in its
products range.
3. Place
Since China is the worlds largest market for grocery, the company should
open food only format of its stores in China and each at convenient
location, targeting the densely located areas all the more
4. Promotion