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Essay / Research Paper Abstract
This 19 page paper consider how the fortunes of Marks and Spencer have changed. The writer looks at their success up until the 1990’s though their efficient use of the value chain, and how they failed to consider the external environment and the competition, losing focus on the customer and becoming insular. This was shown in the culture as well as the results. The paper finishes with consideration of how the company is recovering, and how this recovery may continue. The bibliography cites 12 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEmarks3.rtf
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Unformatted sample text from the term paper:
The brand was, and we may argue, still is a successful brand. However, if we look at the last few years, starting in the mid 1990s there was a large
change n the companies fortunes, the turnover and the profits took a nose dive. IF we look at the company today, it still remains profitable, but in comparison to the
former glory years the downward trend may have been reversed, but the levels of profit are still a long way from being restored. If we consider the company we can
see how this came about as a result of many factors, the brand lifecycle saw the branding become stale, increased competition and a lack of response, and the company losing
touch with its own core competences as well as who its customers were. The company has received many accolades since this time, for example in 1997 it was
awarded The Queens Award For Export Achievement, in 2000 awards gained included The Queens Award For Enterprise Innovation, Employer of the Year in the large company category for parents at
work and Awards for Excellence from BiTC relating to business and the community. The organisation is Marks and Spencer, a company with
a chequered history, especially in the last few years. To appreciate the real impact of the recent turmoil and the developed corporate culture in the company we can look to
the history of the company as an integral part of its past. II. The Success up Until the Mid 1990s (Question 1)
If we look at the history of Marls and Spencer we see how they developed a unique way of operating. They were very successful, 0arty due to their desire
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