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Essay / Research Paper Abstract
This 14 page paper examines Marks and Spencer in 2009, looking at the background, external environment, the way that firm competes and the marketing and then suggests a new marketing approach for the firm to adopt, based in the way it competes and the analysis. The bibliography cites 9 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TE09mktmarks.rtf
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Unformatted sample text from the term paper:
difficulties in the 1990s and reviving its marketing the firm has been improved its performance. However, this dies not mean that there is no further room for improvement.
The approach to advertising has been mixed, in order to develop a marketing plan then organization needs to avoid the mistakes of the past and determine the best way of
attracting more customers as well as retaining existing customers and potentially increasing the amount that they spend with the firm. In order to develop a marketing plan it is
important to asses the firm and the way it competes, as well as its position within the industry and develop a marketing plan based on these factors. 2. Background
The business started off as a stall at Kirkgate Market in Leeds (Marks and Spencer, 2009). The first shop was not open until nine years later in 1893 when Michael
Marks moved to Manchester. It was in 1894 that he met is future partner, Tom Spencer, who was a former cashier with a wholesalers by the name of I. J
Dewhirst (Marks and Spencer, 2009). The business grew modestly with the death of the founders, Tom Spencer in 1905 and Michael Marks in 1907, the business has grown exponentially and
today the firm serves over 21 million customers a week with more than 600 stores located across the UK, these are made up of large stores with more than 100,00
square feet, the largest flag ship store at Oxford Street is 170,000 square foot selling clothing, home wares and food, to smaller stores, such as the simply foods stores where
only food is sold, including the presence at motorway service stations and in BP petrol stations (Marks and Spencer, 2009). In addition the stores in the UK there is also
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