Marks And Spence

MARKS AND SPENCER

CASE STUDY

BOUDOU HAKIM

BUSINESS STRATEGY AND POLICY

CASE STUDY N°1

RAY HILDITCH

Marks and Spencer Swot Analysis:

STHRENGHTS:

    ✓ Belgian-born Luc Vandevelde was appointed with a two year contract; it was the first time that anyone from outside the organization had been appointed to the position of chairman at M&S.

    ✓ 4000 staff would operate on the floor. By directly serving and helping customers, that means M&S was offering a more personal and improved service

    ✓ M&S created a new image through a complete overhaul of the organization, as the stores, uniforms, packaging and labeling all had to be altered to fit with the new image

    ✓ The malls would be used to sell excess stock, this would mean that M&S could clear space in stores for new stock

    ✓ Being Closer to the customer: In order to be more customer oriented stores in UK have been modernized in order to create a more attractive, easy-to-shop environment for customers

WEAKNESSES:

    ❖ Store managers were severely restricted in how they could respond to the local needs of customers and could do little that departed from central direction

    ❖ M&S didn’t have a loyalty card at a time when almost every other retailer did; it was accused of having an inward-looking culture

    ❖ Top Management was hugely dominated by men while a large proportion of M&S customers were women and much of the merchandise was women swear. More women in the top management can allow a better understanding

    ❖ There had never been a CEO of M&S who had not been a member of the founder’s family or a lifetime employee. An outsider can have an external point of view and bring new, fresh and innovative ideas as well

    ❖ M&S shares fell after Salsbury was appointed as chief executive; this was poorly received by shareholders and the City because of his lack of experience. It might have been wiser to bring in an outsider

OPPORTUNITIES:

    ✓ M&S...