Marketing marks and spencers

Target market

Strengths

Fondly referred to as a British Institution, M& ampere;S is legendary for its customer service, a characteristic the company has retained for more than 120 years.

Primarily one of M & Ss major(ip) strengths are their assets. Many of their outlets were purchased when land inside metropolitan areas was non at a premium; as a pull up stakes the value of these outlets has skyrocketed. Secondarily one of their key strengths is their image (also a weakness that I shall arrive at later) and their brand name, St.Michael. ultimately another strength is their market share (currently static at 13%).

Marks and Spencers shoppers feel comfortable whilst shopping as they recognise what to expect. An example of such comfort levels was established when health escritoire of the British government, Virginia Bottomley, made special arrangements in January 1994 to do early on morning shopping at Marks and Spencer.

Marks and Spencers has 100 commitments in its own label, as it only sells St Michaels in all its stores worldwide. This inturn does not effect the organisation as a threat as it would to to a small firm, yet acts as a universal image resulting in brand loyalty and recognition.

M&S envisioned a more intuitive system that would fork up a single view of each customer, allowing customer profiles to be built up as business relationships extended from year-to-year.



A system of this type would also help M&S:

        Improve efficiency and service performance.

        Better localize and realise sales opportunities.

        Increase customer satisfaction for militant advantage.

        Improve profit margins, a fundamental driver for the describe center initiative.

Weaknesses

Marks & Spencers cannot afford to continue to lose true market share. With vast assets they are a tempting backside for takeover if they allow themselves to continue to fall like this. in order to correct this a...

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