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Essay / Research Paper Abstract
This 12 page paper looks at the UK retail firm Marks and Spencer's, their recent problems and consider show public relationships could be used to help enhance the stores image. The paper identifies the five main stakeholder groups and considers how messages can be framed to influence the opinions and perception of these groups. The bibliography cites 7 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEmarksPR.rtf
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Unformatted sample text from the term paper:
for public relations today. The clothing industry was changing, increased competition due to low barriers mean many more customers were entering the industry, many with lower process and more up
to date fashions. It may be argued one of the worst customers for Marks and Spencer was Margaret Thatcher, whos fashion may have boosted sales during the 1980s. but also
dated the image very quickly and alienated many segments of the target market who did not want to be associated with the formal and politically correct styles of the past.
The company also had an interesting approach to marketing. Initially believing that they had such a highly differentiated image and such a strong reputation for quality, that they
did not need to advertise. With this and increasing interest in brand names for fashion, Marks and Spencer lost large levels of business, despite the retail clothes industry showing growth.
The old high street names were appearing to offer reliability, but not attracting the new and younger generation where there can be
a relatively high spend and as such the older chain store names appear to be loosing out. This is reflected in the UK, and felt by companies such as Marks
and Spencer. In effect the market that Marks and Spencer sold to had disappeared. One of the problems face by Marks and
Spencers was that the customers it had defined no longer existed, the marketplace had changed and the management had not seen this change occur, and as such had been left
behind, competing against other companies and brands that had aggressive marketing campaigns. Therefore, at this stage there was a philosophy in the company, but it was one that did not
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