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Essay / Research Paper Abstract
This 19 page paper takes the approach of a marketing report and looks at how Marks and Spencer the well known retail store may be able to improve its' current position by providing customers with what they want and create customer loyalty. The paper looks at what creates loyalty, looks at how primary research can be undertaken and gives and example of potential results. The bibliography cites 15 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEMSmarket.rtf
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Unformatted sample text from the term paper:
1. Introduction Marks and Spencer are a well known retail chain. In the past the company was well known as
a provider of quality goods that knew its market well. The level of loyalty and understanding of the market was reflected in the lack of advertising the company undertook. The
policy regarding marketing was that a presence ion the high street was sufficient an this alone would bring the customers in. For many decades this was a policy that
was correct, however, in the 1990s the market changed, there was an increase in the level of competition and the customers to whom Marks and Spencer had sold, and who
had given the company their loyalty had disappeared. Indeed, the association with some of those customers, such as Margaret Thatcher became a disadvantage in the way the company was perceived.
The company has since recovered some of the ground lost, but there is still the need to adapt to a new culture
where there is not the same in-depth level of understanding of the customers and the needs are changing at a more rapid rate than ever before. This paper will consider
the way in which Marks and Spencer may adapt and meet consumer needs and increase the loyalty of those customers. The paper
will start with a literature review looking at the general issue in the way is which a company such as Marks and Spencer can compete and meet the customer needs
as well as the way in which loyalty may be created. The paper will then consider Marks and Spencer as a company and look at the ay in which they
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