4 assessment

SWOT analysis of Marks and Spencer or M&S

Did you know M&S is 125 years old?

Marks and spencer was established in 1884 by Michael Marks and Tom Spencer
M&S first starts its business in garment industry and after that since 1931 M&S has started expanding into other markets such as food, homewares, furniture and technology

Over 700 stores can be found in 30 countries around the world
Now, It is the largest clothing retailer in the United Kingdom, as well as being a food retailer,
M&S offer stylish, high quality, great value clothing and home products and in the year 2008, it is the 43rd largest retailer in the world.

SWOT stands for Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
First >>>M&S has a very strong corporate identity
>Well-known retail brand name – clear image and style
The brand's 'vision' is to care for the environment and community
E.g. Green project approach to good brand image
> The Marks & Spencer brand is built on core values of quality, value, service, innovation and trust
Second >>> Good relationship with customer and maintain them to be long term customer
Third >>>Shop your way, online shopping and delivery service to anywhere you choose

WEAKNESSES
Clothing>>>does not really reflect younger women’s taste
M&S haven’t responded quickly enough to consumers’ changing needs and preferences.

For instance, their clothing range - especially womenswear - has suffered from lack of freshness.
It did not represent the modern woman’s taste for a more casual look. Similarly, in the food section, although they have retained their market position, sales were less significant - this means that competitors are quickly catching up

OPPORTUNITIES
>>>First Expansion in growing product areas such as home products
new home products-dedicated brand called Marks & Spencer Lifestore
>>>In my opinion M&S Beauty and skin care shop cos of M&S has a good feedback
Awarded Silver for Best New Skincare product in the 2009 UK Beauty Awards, May 2009

T H R E A T S
>>>Loss of market share as a result of growing number of competition
Competitor e.g. in the food sector, is advancing with similar products
Competition.
Marks & Spencer’s competitors can be identified as: other department stores; the smaller high street retail shop; furniture shops and supermarkets.