Strategic Analysis of Marks and Spencer (M&S) Group
Marks and Spencer Group is ranked 55 in stipulations of chaffer capitalisation on the FTSE 100 as of sulay-out of transrenewal on Friday 7th October 2011. This essay little touches on the key elements of Marks and Spencer’s existing and gone-by strategies, exploring how specific media keep influenced strategies, and how these recital for the congregation’s act. A very scanty segregateition of the difficulties that the exoteric method capability perchance confront in the coming is interposed.
Due to the span constraints for this assignment, exploration media keep focused largely on those aidful via the internet, delay some textbook references assumed where aidful and apt. Internet media understand M&S intelligence releases, media contribution (BBC online, Financial Times, Guardian, Telegraph) and apt academic papers that were early aidful online, delayout requiring a contribution.
The segregateition is domiciled on Porter’s Five Forces mould: Bargaining Capacity Of Suppliers; Bargaining Capacity Of Customers; Threat Of New Entrants; Threat Of Commute Products; Competitive Rivalry Amid An Industry
Marks and Spencer Group is ranked 55 in stipulations of chaffer capitalisation on the FTSE 100 as of sulay-out of transrenewal on Friday 7th October 2011.
At the adapt of the millennium, M&S was hit by a important emergency, which lasted for sundry years. In May 2000 Chairman Luc Vandevelde give-outd a tableroom bunch and callous the resignations of three constabulary directors. The dividend payable to portion-outholders was slashed for the main span in the 74 years for which M&S had been a exoteric congregation.
By January 2001 the sales figures for the Christmas end inspired that M&S was the strike performing congregation of all the proud street chains for the third year in a row. Avail and hoard trading were twain down (Left, 2001). The past new recession has brought past problems for the congregation, as has been the fact for the importantity of proud street retailers (Rayner, 2008). Robert Swannell became Chairman in January 2011.
Corpotrounce Method Analysis: a Riches Domiciled View
Initial Congregation Strategy
‘The stigma is where the congregation’s correspondingness lies’ (Kapferer, 1992, p31
The pristine method employed by M&S was to elevate its stigma. The congregation’s media interposed the St Michael logo, the method of using primarily British suppliers, and good-natured-tempered-natured-tempered-tempered-tempered customer kinsfolk. Nature modetrounce was endd by started suspendly delay suppliers, and the M&S superintendence method focused on a top-down similarity that became gauge in all ammunitions. Customer compensation and fidelity was trustworthy and there was undeviating harvest in chaffer portion-out and acquisition until the 1990s, when rivalry at the top and ground end of the chaffer rendered this method antiquated.
M&S nucleus competencies resulted in the harvest of a tenacious stigma, laudable nature modetrounce and good-natured-tempered-natured-tempered-tempered-tempered customer labor. Pearson feeling a nucleus cleverness as:
‘… a synthesis of capabilities such as past technologies and excellent superintendence skills, which yield a decided delay a leadership pose in the harvest of nucleus products.’ (Pearson 1999, p170).
However the unswerving superintendence texture proved obdutrounce in changing chaffer stipulations: decisions and policies made at the top were not challenged.
A Move to Restructure
The top-down superintendence similarity caused M&S to beseem tender to chaffer changes so new media were generated, including a portion delay a absolve to inquire out new transrenewal opportunities; past autonomy for ammunition managers; divergent procedures for buying. M&S began to contempslow aggravateseas for suppliers. Simon Marks’ superintendence name was undeviatingly linked to this method.
Restructuring was adapted to repose M&S at the chaffer’s nucleus and to reammunition and augment some of its key media. The sulay-out started kinsfolkhip among suppliers, employees, superintendence and submissive customers was augmentd. New customers were attracted by wars featuring Twiggy and younger moulds – so M&S could swell-behaved the urge of its drapery collocate.
The techniques of broadening its urge, responding to customer preferences and introducing new products in subsistence and finance keep assisted M&S towards regaining.
The harvest of the nature subsistence chaffer has been a distinctly fortunate new riches. Using designers to genetrounce select subsistence areas M&S has abided to support consumer use in its subsistence collocate.
‘Marks and Spencer’s main constabulary Marc Bolland is stepping up the encounter for the upchaffer subsistence treasureper, introducing delicatessens and bakeries as segregate of a ?600m ammunition canvass. Mr Bolland inspired on Monday that ?400m-?450m would be gone-by on the main view of increase, such as the changes to subsistence.’ (Felsted, 2011 (a))
M&S projects to effect abided bombardment in antecedent, specifically:
‘ … an canvass of the proud street bellwether’s ammunitions, proudlighting its in-house stigmas and revamping subsistence operations. Mr Bolland said in May that he calculated to lay-out hundreds of millions of pounds on M&S ammunitions … ’ (Felsted, 2011 (b))
Also, M&S gain disclose its e-commerce operations:
‘In November 2010, Marks and Spencer Group give-outd projects ‘to enlarge our multi-channel ecommerce transrenewal twain in the UK and interdiplomaticly’, which was followed up by the provision to the table of Laura Wade-Gery as Constabulary Director, Multi-channel E-commerce…’ (M&S Corpotrounce Press Release, 2011).
Chief constabulary Mark Bolland believes coming harvest gain conclude from interdiplomatic paraphrase, creating new products and rebuilding the congregation’s website.
In today’s chafferplace most M&S competitors are using the mould of a ‘treasure delayin a treasure’ (Ognjenovic, 1980). Supermarkets keep introduced ‘proud nature’ subsistence collocates, such as Sainsbury’s ‘Taste the Difference’ and now afford divers other good-natured-tempered-natured-tempered-tempereds – others keep discloseed worthless collocates of raiment delay ‘designer labels’ – for copy, George at Asda.
M&S has lost familiar staff:
‘Ms Lusher brings some 30 years of experiment at M&S to Tesco. She has efforted athwart all of the drapery areas, including womenswear, menswear, lingerie, childrenswear and accessories.’ (Felsted, 2011 (c))
Not all areas keep been fortunate for M&S:
‘… open wares – drapery and homewares – was weaker, delay corresponding-ammunition sales grave 1.7 per cent prouder.’ 3 (Barrett, 2011)
Proposed Coming Strategies
Food: M&S should elevate on this riches. The ‘Dine In’ war has proved a seductive exculpation to the rivalry for nature subsistence, so far. A prouder line for subsistence should yield increased body of sales.
Finance: displant chargecards. The M&S Credit Card can be used in other places.
E-commerce: exalt harvest needed. The in-ammunition select up (unoccupied of delivery reckoning) is enticing.
International paraphrase: returns delay foresight. A second attack to projectt a fortunate ammunition in Paris is calculated this year.
Homewares: elucidate. Now being sold by a wild collocate of retailers – supermarkets, DIY ammunitions, refractory effects treasures and competitors Debenhams and Next.
In stipulations of determining the trounce and equalize of luck a transrenewal can end, not-absolute to the chaffer rivalry, method plays a important role. M&S discloseed parallel unwandering lines for a diffuse end of span, thus-far its pristine method became too superfluous to strive delay changing chaffer powers. It now needs to recognise and keep those elements that effort well-behaved-behaved for it and to abide to inquire out innovative new media for the coming. Plans for paraphrase, in-particular into interdiplomatic chaffers, should be considered very carefully really.
Bibliography and Reference
Barrett, C., 2011. ‘M&S sets manner to conexamination stupid proud street’. Financial Times. Online. July 13th. Helpful from: http://www.ft.com/cms/s/0/71d22ed8-ad25-11e0-a24e-00144feabdc0.html – axzz1arqwGrO3 [Accessed 15th October 2011.
BBC, 2009. ‘BUSINESS | Marks & Spencer acquisitions top expectations’. BBC News. May 19th 1998. Helpful from: http://news.bbc.co.uk/1/hi/business/96531.stm. [Accessed 16th October 2011].
Burdett, C., 2011. ‘Complementors’. Online. Helpful from:
http://www.clintburdett.com/process/05_research/research_05_3_complementors.htm [Accessed 15th October 2011].
Evans, M., 2011. ‘Excellence in Financial Management: Manner 12: Competitive Intelligence (Part 2 of 2)’. Online. Helpful from: http://www.exinfm.com/training/pdfiles/course12-2.pdf [Accessed 15th October 2011].
FTSE All-Share Index Ranking (unofficial pilot), 2011. Online. October 7th. Helpful from: http://www.stockchallenge.co.uk/ftse.php [Accessed 15th October 2011].
Felsted, A., 2011 (a). ‘M&S targets subsistenceies delay delicatessen counters’. Financial Times. Online. September 15th. Helpful from: http://markets.ft.com/research/Markets/Tearsheets/NewsSearchResultss=MKS:LSE&source=FTNews&dateRange_to=10%2f3%2f2011+6%3a03%3a28+PM&dateRange_from=&wsodIssue=201870&keyword=&sortByRelevance=False [Acessed 15th October 2011].
Felsted, A., 2011 (b). ‘Marks and Spencer projects canvass of ammunitions’. Financial Times. Online. September 9th. Helpful from: http://markets.ft.com/research/Markets/Tearsheets/NewsSearchResults?s=MKS:LSE&source=FTNews&dateRange_to=10%2f3%2f2011+6%3a03%3a28+PM&dateRange_from=&wsodIssue=201870&keyword=&sortByRelevance=False [Accessed 15th October 2011].
Felsted, A., 2011 (c). ‘Clarke shakes up Tesco’s drapery transaction’. Financial Times. Online. Helpful from: http://www.ft.com/cms/s/0/c7bed82c-be7e-11e0-ab21-00144feabdc0.html – axzz1arqwGrO3 [Accessed 15th October 2011].
Harrison, D., 2011. ‘Retailers wake M&S’s projects for auto enrolment’. Financial Times. Online. September 4th. Helpful from: http://markets.ft.com/research/Markets/Tearsheets/NewsSearchResults?s=MKS:LSE&source=FTNews&dateRange_to=10%2f3%2f2011+6%3a03%3a28+PM&dateRange_from=&wsodIssue=201870&keyword=&sortByRelevance=False [Accessed 15th October 2011].
History of Marks and Spencer (2002), Sourced from the Marks and Spencer website April 2002. Helpful from: http://www.examstutor.com/business/resources/companyprofiles/marksandspencer/history.php [Accessed 16th October 2011].
Kapferer, J. 1992. Strategic stigma superintendence. London. Unoccupied Press.
Left, S., 2001. ‘The prouds and lows of Marks & Spencer: M&S results ‘not good-natured-tempered-natured-tempered-tempered-tempered enough’’. The Guardian. January 23rd 2001 [Accessed 16th October 2011].
M&S Corpotrounce Press Release, 2011. Online. February 7th. Helpful from: http://corporate.marksandspencer.com/page.aspx?pointerid=1c334d0e7c3f483ab62a0b7ad685ba54 [Accessed 15th October 2011].
Danica Ognjenovic, 1980. ‘Shop Amid A Shop’. Interdiplomatic Journal of Retail & Distribution Management, Vol. 8 Issue: 2, p. 42 – 44.
Pearson, G. 1999. Pearson Education Limited.
Porter, M., 2006. ‘The Five Competitive Forces That Shape Strategy. Harvard Transrenewal Review. January. pp 23-41
Rayner, G. 2008. ‘Financial emergency: Marks & Spencer to give-out fall in sales as slump fears enlarge.’ The Telegraph. October 1st 2008. Helpful from: http://www.telegraph.co.uk/finance/financialcrisis/3116808/Financial-crisis-Marks-and-Spencer-to-announcedrop-in-sales-as-slump-fears-grow.html [Accessed 16th October 2011].
Three Frameworks for Analysis
The select of aidful frameworks is comprehensive. This assignment does not enjoin inferential reviews of each, hence a incomplete abridgment of three is fond below:
Porter’s Four Corners Model
Drivers; Superintendence Assumptions; Strategy; Capability
This is a suggestive hireling that aids to expect a competitor’s project of renewal. It is uncommon owing it strives to go past the competitor’s volume and method, in dispose to fulfill mitigated motivation (domiciled on inner estimate methods and congregation amelioration). The aggravateriding end is to expect a competitor’s exculpation to a fond set of circumstances.
‘The scope of Four Corners Partition is to forecast coming moves of your competitors domiciled on your own strategic moves.’ (Evans, pp11-12)
Porter’s Five Forces
Bargaining Capacity Of Suppliers; Bargaining Capacity Of Customers; Threat Of New Entrants; Threat Of Commute Products; Competitive Rivalry Amid An Industry
Developed as a rerenewal to the SWOT segregateition (Strengths, Weaknesses, Opportunities, Threats) the five powers’ mould understands three manifest powers and two inner ones that are used in synthesis to designate this frameeffort for analysing a transrenewal or assiduity. The powers are the threats posed by the memorandum into the chaffer of new competitors, commute labors or products, the concentration of the rivalry and finally the bargaining capacity of twain supplier and customers (Porter, 2006).
Six Forces Model
Competition; New entrants; End users/Buyers; Suppliers; Substitutes; Complementary products/ The empire/ The exoteric
Academics and transrenewal strategists keep challenged Porter’s five powers’ mould owing some of the assumptions made about competitors, suppliers, buyers and the equalize of positiveness in the chaffer were reckoned to be dubious. The sixth power assumed in this mould is that of interposition by the empire or the exoteric, or ‘complementors’. (Brandenburger and Nalebuff, as reputed in Burdett, 2011.)
Other frameworks understand:
• Estimate Chain
• Delta Model
• National Diamond
• Assiduity Classification
• Nonchaffer Forces
Brief Congregation History
In 1884 Michael Marks opened a stall at a ‘penny bazaar’ – Leeds Kirkgate Market. In segregatenership delay Tom Spencer they steadily broad the transaction. Marks and Spencer (M&S) generated a philosophy in connection to their transrenewal that was founded on suspend-knit source ties – the table interposed source members barely, a post that was supported until the slow 1970s. Sales staff benefited from good-natured-tempered-natured-tempered-tempered-tempered stipulations and stipulations. Twain pristine segregateners had died by the end of 1907, and a new lifespan of source members had fascinated aggravate.
In the 1930s cafes were introduced, providing healthful subsistence at a grave compensation. In 1931 M&S introduced a subsistence portion that sold tinned good-natured-tempered-natured-tempered-tempereds and other effect. The congregation abided its method of good-natured-tempered-natured-tempered-tempered-tempered matter to employees and by 1933 pensions and subsidised canteens had been assumed. In 1934 the main exploration laboratory owned by any British retailer was set up by M&S, allowing the congregation to examination new fabrics, and from 1939 until 1945 one of its scientists was chosen to aid disclose the empire’s warspan Utility Drapery Scheme.
In the slow 1940s M&S opened the main self-labor treasure in London, which was an huge luck. By 1973 wine was sold for the main span and the subjoined year Chinese and Indian dishes were assumed. In 1975, European outlets were projectted in Belgium and Paris. During the 1980s, M&S brought in the chargecard draft, assumed effects to the good-natured-tempered-natured-tempered-tempereds it sold and opened its main Hong Kong ammunitions.
The 1990s brought divers changes: in 1998, when Sir Richard Greenbury was Chairman, M&S became the main British retailer to effect a pre-tax acquisition of aggravate ?1 billion; online treasureping was introduced in 1999 and the corresponding year the congregation published a rule of exercise adapted to better started stipulations for employees of aggravateseas suppliers. In 2000 M&S accepted ‘Millennium Product’ condition for 12 divergent products and Luc Vandevelde became Chairman and Main Executive.
Source: Marks and Spencer website.