Course Project, Retail Management

1. A new deal coming through so stay focus Ume Kalsoom Ayesha Shamshad Eema Hassan Saad Munir HurraH Creativity MARKS & SPENCER

4. Firm Infra Structure Human Resource management Technology Development Procurement MARGIN

6. UK market is getting saturated and expansion efforts had been inadequate to keep pace with the growing range of Marks and Spencer goods.

7. STEP 1: DEFINE THE BUSINESS MISSION STEP 2: CONDUCT THE SITUATION ANALYSIS STEP 3: IDENTIFY STRATEGIC OPPORTUNITIES STEP 4: EVALUATE STRATEGIC ALTERNATIVES STEP 5: ESTABLISH SPECIFIC OBJECTIVES AND ALLOCATE RESOURCES STEP 6: DEVELOP THE RETAIL MIX TO IMPLEMENT THE STRATEGY STEP 7: EVALUATE PERFORMANCE AND MAKE ADJUSTMENTS

8. “ Our plan is to grow MARKS & SPENCER into a world-class retailer that’s customer-focused, fast-moving and flexible. We work hard to ensure we offer only the highest quality products, service and shopping environments in all of our stores. Our brand values – quality, value, service, innovation and trust – are more important than ever. Our commitment to these values sets us apart from our competitors, and enables us to offer our customers something truly special.”

9. There are four major components of the situation analysis which are: Market factors Competitive factors Environmental factors Analysis of strengths and weaknesses of the firm

12. High Low Product Early Late Market Entry Market leader Market Challenger Niche Market Follower

16. Market penetration Diversification Market expansion Retail format development Existing New Existing New Target Market Segment Retail Format

17. Proposed strategy: Market Expansion Market expansion is recommended for Marks & Spencer Marks and Spencer along with its existing retail format will pursue its expansion plans in different geographic regions as demand is increasing in the global market. Marks & Spencer is growing rapidly and the natural limit of growth in British is completed and these circumstances are pointing towards expansion abroad. The product lines are increasing in number to cater the emerging need of consumer and in order to keep pace with the growing range of products and different product lines, Marks and Spencer could opt for market expansion.

18. To expand globally and compete in a dynamic market To increase sales and profitability through continues innovation Grow business through acquisitions for fast market development Improved processes for supply chain management and CRM

19. Following retail mix will be used to implement the strategy: Product – own brand Price - affordable Place – distribution outlets, ecommerce Promotion – above the line (ATL) People – Well trained professional staff Process – Quick service; integrated Customer Service Physical Evidence – Good ambiance

20. In order to sustain profitability M&S should pursue market expansion strategy to exploit opportunities in overseas markets as natural limit of growth in UK is completed.