Here is the synopsis of our sample research paper on Marks and Spencer; Strategy Success and Failure. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 10 page paper examines the UK cloths and food retailer; Marks and Spencer, home of the St Michael brand and colloquially known as M&S. The paper answers three questions using a case study supplied by the student looking at the position of M&S in the mid 1990’s. The questions are concern the principle elements of the M&S strategy, how they have managed to be successful in the UK and why they faced problems in Canada and France.
Page Count:
10 pages (~225 words per page)
File: TS14_TEmarkstrat.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
brand; St Michael a unique and highly differentiated brand image, associated with quality and value. The target market was variable due to the association with quality and ranged from pensioners
to the middle and upper classes. The goods also covered a range of items, with food, clothing and house wares all sold and all benefiting from the unique branding and
brand value. However, when looking at the elements of this strategy, the differentiation was only achieved with the creation, evolution and development of the underlying strategies that supported this
differentiation. These can be considered in terms of the resources and the company capabilities and core competences. The main resource of any retail outlet are the stores and the
stock as well as the employees. All of these have been managed carefully so that there is the creation of value in a way that the customer will benefit. In
terms of the stores, the company has bought and retained the freehold to most of the stores. This has been a different pattern than the path followed by competitors who
have realised the value of their land and have mainly leased. This has given the company a stable asset base and when rents have increased the company has not found
any major increases in costs, if they had then the money to pay for the increased rents would have to have been found from somewhere else. As such this may
be seen as a fundamental strategy which supports the way the company operates. This has given the company a sustainable advantage as this is a rare and valuable, it is
expensive to emanate and although it could be imitated, it is unlikely due to the cost. The controls over the supply chain may also be seen as important in terms
...