Business Strategy Analysis of Marks and Spencer: A Comprehensive Study

This report provides a comprehensive analysis of Marks and Spencer's (M&S) business strategy, examining its internal and external environments. It utilizes frameworks like PESTLE, SWOT, VRIO, and Porter's Five Forces to assess M&S's capabilities, competitive advantages, and the challenges it faces in the retail sector. The report also explores the implementation of strategic direction using Bowman's Strategic Clock and identifies key resources needed for successful strategy execution. Finally, it offers recommendations for M&S to enhance its competitive position and achieve sustainable growth.

Business Strategy
Marks and Spencer

Table of Contents
Introduction.....................................................................................................................................2
Part A...............................................................................................................................................3
P1 – Analyzing the capabilities of M & S by applying appropriate framework and highlighting
macro environment and their impact on the organization.............................................................3
PESTLE analysis............................................................................................................................3
SWOT Analysis.............................................................................................................................7
M1..................................................................................................................................................10
P2 – Analysing the internal environment and capabilities of the Marks and Spencer Company by
using appropriate frameworks......................................................................................................11
Strategic Capability Analysis......................................................................................................11
VRIO analysis..............................................................................................................................12
M2..............................................................................................................................................14
Part B.............................................................................................................................................15
P3 (M3) – Analysing the Retail Sector...........................................................................................15
Porter’s Five Forces Model........................................................................................................15
References.....................................................................................................................................18
1

Introduction
The main aim of this report is to understand all the business strategies that are used in the
Marks and Spencer’s retail company (M&S) in the operational, strategic and tactical
management. The company is one of the retail-based organizations in the UK and its
headquarters are located in the Westminster city (London). The company is providing services
like clothing, food and home products to its customers at a good quality. The founders of the
company are Michael Marks and Thomas Spencer and they started the company in the year
1884. Currently, the company is providing services to the people of the UK by opening 950
stores in the country, out of all these, 615 are only dealing with the food products as the
demand is high. The company is focusing on getting the position of the most sustainable
retailer. In addition to this, there are few reliable suppliers that are providing high-quality
services to the company’s customers. The company’s stores also exist in many others; around
41 other countries in the world and the company is also having a workforce of around 70,000
employees. The company is in a good position in the market as it has achieved a benchmark in
the international market with the profit of approximately 116 million Euros in a year.
2

Part A
P1 – Analyzing the capabilities of M & S by applying appropriate
framework and highlighting macro environment and their impact on the
organization
The macro environment can be defined as the external factors that are responsible for
influencing the decision making of an organization and are also uncontrollable. These factors
are also affecting the performance and strategies of the organization to a high rate. So, the M
& S Company applying some frameworks that are appropriate for analyzing those factors and
will also help the company to make changes according to the demand of the market. Following
are the two frameworks that are adopted by the company in order to stay ahead of its
competitors and to react according to the changing environment.
PESTLE analysis
This analysis contains all the factors that are affecting an organization as it includes the political,
economic, social, technological, legal and environmental factors. The impact of macro
environment can be easily calculated by analyzing all these factors. The result of PESTLE
analysis is used in evaluating the strengths and weaknesses of the M & S Company.
Figure 1: PESTLE MODEL
[Source: https://www.professionalacademy.com/blogs-and-advice/marketing-theories---
pestel-analysis]
3

Political factors
Under this factors, all the rules, regulations, policies and guidelines come, that is set by the
government of the country and which have to be followed by each of the organization. The
activities of the organizations are directly affected by these factors, as it is not able to control
the political development. But, the M & S Company is observing the changes and also adapting
it according to its working structure. The European Union Development has enlarged the
number of customers by 50million due to which a large number of opportunities and threats
has also been created for many retail companies like M & S (Marks & Spencer, 2016). hence, it
can be concluded that the UK’s political stability is responsible for the growth of many
companies and business as they are affecting them directly.
Economic factors
The UK’s economic channels are at an unpredictable stable hence, the retail company is the one
which is the most affected one due to this. This is because the people who are living in the
country do not prefer spending money in buying luxury items, but they prefer to save this
money. On the other hand, there are many companies that are working in the positional
markets hence are receiving a good customer satisfaction, even if the company like M & S is
facing economic issues. This is only possible because they are importing foreign products at a
very low rate. On the other hand, the M & S Company is not accepting this concept because
they believe in serving their customers with only high-quality products.
Social factors
The company is offering high-quality and high-priced products to their customers which
become a problem because there is a change in the economic channels. Today, the customers
are ready to compromise with the quality of products in order to get the products on low
prices, hence the retail company like the M & S is facing the problem as it is offering high-
4

quality products at high-prices (Woods and Linsley, 2017). The other competitors are getting
the advantage of this strategy.
Technological factors
The technology has developed in the recent years and all the companies are now providing
their products online. So as the M & S, Retail Company is also providing their products to the
customers online and through which the company's brand position and revenue are increasing
with a constant rate (Kew and Stredwick, 2017). On the other hand, the company has also
updated its advertising and marketing strategies as per the technological changes in the
country. Hence, the technological factors are responsible for affecting the M & S’s business in
terms of competition and asset.
Legal factors
All the factors like the risk control, assessment and hazard identification are some of the
standards that are made in the country in order to safeguard the working employees. The
companies that are not following these regulations have to pay the fine. The rules and
regulations are changing in very few intervals so the M&S is also adapting the legal changes and
hence updates its policies every year. For example, the company also provides training to its
employees when an act named “Fir packaging and labelling” in the year 1996 has come into
consideration in which quality and maker’s name have to be labelled on every product (Marks
& Spencer, 2016).
Environmental factors
All the manufacturing processes and products materials of all the UK based companies are
changes due to environmental factors. The UK’s government is making many policies and laws
through with the companies’ activities will not affect the environment. Hence, many of the
5

companies like the M&S company are designing their personal policies for example, “Plan A”
which has been made to become more friendly with the environment (Marks & Spencer, 2016).
6

SWOT Analysis
This analysis is a study that is undertaken by the M&S Company in order to identify its internal
strengths and weaknesses in addition to its external opportunities and threats. This framework/
analysis are also highlighting the macro environment and their impact on the organization (Quix
and van der Kind, 2016). SWOT analysis is also helpful for the company to define its fitting
degree between the strategies that are being used by the organization and the environmental
factors.
Strengths
M&S Company is providing services and products to the customers by expanding its business
in the international markets for example; the company is having 1300 stores all over all
world. This is one of the biggest strength when compared to the competitors who are only
providing services in the local markets. The company is focusing to grow in the precedence
market like India and it is also exploring the areas of Europe and Hong Kong in order to
expand its food business. The business activities of the company are separated into around
59 territories across Asia, Europe and the Middle East. Apart from this, at the time of
recession, the company has strengthened its position in the business market by the quality
and valuable products, which is also the strength of the company (Marks & Spencer, 2015).
The company’s marketing and advertising techniques are effective and attractive when
compared to its competitors. The food business of the company is offering large profit and
growth of approximately 3.5% every year. The consumer-focused strategies are also
providing a large number of benefits to the company in the form of customer satisfaction.
Apart from this, the rich and powerful trading history of the company is also the biggest
strength as the company is trading in the market for around 100 years.
Weaknesses
The company is only having UK based suppliers which are one of the weaknesses as the other
competitors are having external suppliers from which they are getting products at a very low
price. Company’s market shares are also weakened because the company has introduced sub-
brand in the clothing unit. The clothing branch’s head, Mr John Dixon also left the company
7

due to the sales decline (Marks & Spencer, 2015). Apart from these, the company’s policies of
providing high-quality products at high rates are also becoming a weakness because the
customers are ready to compromise with the quality of the products and also prefer the low-
costing factors. The company is designing a large number of products for 35-40 years of age
group, due to this, the other customers believe that they are being neglected and hence
results in lo customer satisfaction. Apart from these, the company is also not giving special
offers to the customers at special occasions like birthday, anniversary, Christmas and other
festivals, which are adopted by the competitors in order to attract a group of people
(Morden, 2016).
All the above weaknesses need to be upgraded as soon as possible because the company is
making a benchmark in the international market but is losing the brand value in the local
market because of the local competitors.
Opportunities
The biggest opportunity for the M&S Company is to shift its business in the Electronic
commerce sector as the company can gain many new clients with the help of this. Hence, the
company has already adopted the concept of e-commerce and hence there is an up gradation
in its potential. The downfall in the clothing sector’s sells can be improved by introducing new
strategies in the food department. The company is also trying to connect 14.5 million
customers that are buying products from the street stores of the company and from the other
competitors, as a large number of customers are connected with the company through its
website (6 million) (The Telegraph, 2017). The company also need to improve its competitive
strategies in the clothing sector and have to attract all the ages of people so that a large
number of customers can be gained, which can create opportunities for the company.
Threats
As the company has expanded its business in the other countries, the local market is getting
affected at a high rate, which is creating the biggest threat to the company. Other
competitors are attracting the younger generation customers by providing a wide range of
attractive clothing products to them, which is also hindering the company’s success. On the
other hand, the competitors like Gap, Zara, and Nest etc. are also attracting the M&S
8

customers by providing attractive products. According to sales, the company is in the first
position. But in terms of the marketplace, the position of the company has fallen to number
3. Russia and Ukraine's political and economic conditions are unstable which is also creating a
threat to the company (Reuters, 2016).
9

M1
In order to determine and inform the strategic management decisions, the macro environment
of the M&S Company has been analysed by the above two frameworks. From the analysis of
the major 6 factors (PESTLE analysis), it can be concluded that the company is getting affected
by a wide range of factors but it is also taking some strategic management decisions that are
important for holding the benchmark in the international market.
From the SWOT analysis, the company’s strengths and weaknesses are also identified as the
strengths are helping the company is strengthening the position of the company and the
company is also making strategies and decisions in managing and improving the weaknesses.
The opportunities of the company are helping in transforming the weaknesses into strengths
and the threats can also be removed by strategic management decisions like improving and
increasing the measures related to security and safety of the tourists as many of the company’s
stores are present at the visitor’s attraction locations (Reuters, 2016).
10

P2 – Analysing the internal environment and capabilities of the Marks
and Spencer Company by using appropriate frameworks
Strategic Capability Analysis
Strategic capability refers to the abilities of a business that are helping the business to
successfully employ all the competitive strategies that are allowing the business to survive in
the business market and also to increase its value. Foundation, cost efficiency, sustainability,
organizational knowledge, analysis and development are the core concepts in strategic
capability. Following are some of the reasons for How the Marks & Spencer's resources are
giving a competitive advantage to it (Collis and Montgomery, 2008).
Resources Competitive advantage in
Great Britain
Tangible
Freehold locations 1% occupancy costs versus 3%
to 9% industry average
Brand Reputation  Customer recognition
with minimal
advertising
 No promotional sales
Intangible
Employee loyalty  Lower labour turnover
 8.7% labour cost
versus 10% to 20%
industry average
Supplier chain Lower costs and high quality
of goods sold
Capabilities Managerial judgment Fewer layers of hierarchy
11

VRIO analysis
This analysis is based on the four question framework that is asked about the resources or
capabilities of the company for determining the competitive potential of a company. This
analysis is important for analysing the internal environment and capabilities of M&S Company
as it includes the following questions (Indartono and Wibowo, 2017):
Figure 2: VRIO model
[Source: https://blog.v-comply.com/vrio-analysis/]
Following is a VRIO framework for the M&S Company:
Resources
and
Competency
Valuable? Rare? Difficult to
Imitate?
Exploiting by
the
organization?
Competitive
implication
Brand
Reputation
Yes Yes Yes Yes Sustained
competitive
advantage
Store
location
Yes Yes Yes No Temporary
competitive
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advantage
Quality of
goods
Yes Yes Yes Yes Sustained
competitive
advantage
Multi-
channel
Yes Yes No No Temporary
competitive
advantage
Innovative
products
Yes Yes Yes Yes Sustained
competitive
advantage
13

M2
After analysing the internal environment of the company by the help of VRIO and Strategy
capability framework, the strengths and weaknesses of the organization’s internal capabilities,
structure and skill set are as follows:
Internal capabilities of the company are strong and helpful in achieving a benchmark for the
company, as the company is good at analysing and managing the business by defining the
breakeven point.
As per the specialists and study, the company is continuously applying best market and
management strategies to attain a competitive advantage. The company is also focusing to
build an interactive structure so that the customers and employees feel free to interact with
the management staff of the company.
The company is also providing training and development to the employees in order to change
with the technological development that has to implement in the company in the past few
years.
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Part B
P3 (M3) – Analysing the Retail Sector
Porter’s Five Forces Model
For examining the UK's Retail sector, Porter's five force model has been used here as it is
important in identifying the market competition and opportunities. The five forces that are
applied to the company are helpful in identifying the competitive intensity and hence help the
M&S Company in handling its value in the competitive environment (E. Dobbs, 2014).
Figure 3: Porter’s Five Forces Model
[Source: http://crackmba.com/porters-five-forces-model/]
The threat of new entrants
According to study, it is found that any new company that wants to enter the retail market
need a huge investment, which is not possible for every company. Hence, the risk amount of
new entrants is less to the M&S Company as they will always have a fear that they are lacking in
market maturity and brand value, hence they will have less customer loyalty (Greenspan, 2016).
In addition to this, the company is also offering high-quality products to the customers which
also block the entry of new companies in the retail sector.
15

Apart from this low barrier, the company is facing issues in maintaining the position in the
market as many of its competitors are attracting its loyal customer by giving special offers and
discounts, for example, Matalan and George. In addition to this, companies like Ocado, Tesco
and Sainsbury is also attracting customers by online marketing (Marks & Spencer, 2016).
The threat of substitute products
The retail industry is the one in which the innovative of products are necessary at every
possible instant because it is helpful in maintaining the customer satisfaction level. The threat
of substitute products is high when the M&S Company is taken into consideration because
many of its competitors are offering food and clothing products at a low rate in order to gain
the attraction of customers (Arshed and Pancholi, 2016). The company is also facing a downfall
from the year 1990 and change in customer’s preference is one of the common reasons behind
this. The traditional markets of M&S Company namely ASDA and Tesco now become the other
brands, which is a threat to the company (Marks & Spencer, 2016).
Bargaining power of the suppliers
The British suppliers are the most important source of getting products and services to the M&S
Company but they have a high power of bargaining due to which the sales of the company is
affected to a great extent. Now, the company started dealing with some foreign suppliers that
are also offering the products at competitive prices when compared to the British suppliers.
Hence, the bargaining powers of the suppliers are low at the current stage and the company's
brand models are also providing a competitive advantage to it.
Bargaining power of the buyers
It is always high in the retail sector as it is considered to be as the business where the buyers
are having a high influence. The company have faced many alterations in the consumer market
as the demands of the customers are changing from place to place. The company have to
change its policies according to the choice of the customers (Desai and Waller, 2014). Loyal
16

customers are shifting and started attracting towards the foreign products as they are available
at low prices.
The intensity of competitive rivalry
It is high in the retail market, as many of the competitors are creating competition for the
company in the clothing and homeware sector by offering products at low costs. On the other
hand, in the food business, competitors like Tesco and ASDA are also giving competition to the
M&S Company as they are providing services online which are attracting the customers to a
high rate (Marks & Spencer, 2016). The company used to provide high-quality provides to its
customers but due to the competition, it is changing its strategies now to the low-costing,
because it is important for increasing the sales ratio.
With the help of the above Porter’s five forces model, a large number of threats have been
identified for the M&S Company. It is recommended for the company to change its business
strategies from high-costing to lo-costing and by introducing new and innovative products in
the business market.
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TASK 4
UNDERSTANDING AND IMPLEMENTING STRATEGIC DIRECTION
Bowman's Strategic Clock
Bowman's strategic model check display helps in finding the new ventures in the imperative
ways and it helps in depicting the circumstance for the best way to deal with the position the
thing in the objective market and to increase higher outcomes for the situation. The
explanation for the Bowman's model is to portray the business decisions for the associations
like M&S to new degree and altitude. The strategies which are adapted is going to be
formulated
Low price low value added:
In this, the organization don't appreciate various advantages neither one of the authenticities
which are should have been watched and delighted in the organization's perspective. M&S has
begun calling low rates which are making the quick speed web telecom area for the world.
Low Price:
M&S has brought down the cost factor with a specific end goal to give the better outcomes to
the inside and out an execution in the market entrance and setting up the every single going
income in the present division of the information arrangement (Hussain et.al, 2013)
Hybrid:
It is the misunderstanding of the assortments and gives low esteem and information to the
upliftment of sources and assortments for the arrangement of different commendable
circumstances for the creation and support of the activity attributes of the organization (Gruber
and Koutroumpis, 2011).
Differentiation:
Separation is the methodology which empowers the development of the profitable trademark
potential consumer loyalty base which utilizes and conveys the essential loss of the segment.
Focused Differentiation:
The gatherings are divided into various gatherings and are done to make an engaged
advertising system in the field of the asset sharing and are valiantly vital in giving the ideal
yields to the initiations of chances.
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Risky high margins:
In the zones where there is aimless data for the general population concentrating on the
differed configurations and truncations, this is significantly more critical in executing and giving
the mutual data on the points of consistent vital harmful future abilities.
Monopoly Pricing:
The EE and different organizations of the telecom segment come nearer in making the new
evaluating techniques which will be basic for the execution and progression of the coveted
surrounding and fan circumstances for the upliftment and dykes of the circumstances in the
display.
Loss of market share:
This is the greatest failure and thus it is fitting and M&S likewise utilizes it to separate it from
the distinctive circumstances empowering the situations.
19

ROLES INVOLVED IN THE IMPLEMENTATION OF THE STRATEGY
Owners
To offer the assets that required for the business to work adequately with proficiency. These
inspire representatives to perform well and furthermore, they need to settle on compelling and
effective choices in regards to each part of the association work. With the goal that M&S can
turn out to be best among all other inventory network organization. There are numerous kinds
of the organizations are available in the market including sole exchanging, association and joint
endeavours. Proprietors of the organization additionally make the arrangements and
approaches of the association yearly so that in future no deviation can happen.
Workers
Representatives working in the association additionally have a portion of the parts and duties
towards the association. They should work successfully with legitimate productivity so it can
help in the most extreme creation and it straightforwardly influences the hierarchical
improvement. Representatives ought to take the rules and regulations encircled by the
organization and they should work appropriately.
Customers and clients
Clients are main consideration which is in charge of general improvement of the association
and they are likewise having a portion of the parts and duties towards the organization, they
should give appropriate inputs and feedbacks about all items and administrations with the goal
that it will be simple for the association to settle on choices in regards to the reporting and
criticism are given by the clients.
Societal policies
Society is likewise another factor which is in charge of the advancement of the association by
giving their own recommendations or protestations with respect to the merchandise and
ventures by which they don't get the fulfilment level. The organization ought to likewise
consider their perspective with respect to the great and administrations since it will help the
association in making a decent picture and notoriety in the market.
Legislative Policies
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Government is the factor which makes standards and directions for the all the association and
each association needs to take after those tenets and control it is just for the improvement of
the association (Gasmi and Virto, 2010). Additionally, the administration is likewise in charge of
the improvement of the economy so if more association will take after laws surrounded by the
administration it will straightforwardly help in enhancing the financial state of the nation.
RESOURCES NEEDED IN THE IMPLEMENTATION OF STRATEGY
SKILLED LABOR
Skilled labour is the key thing which is required in the first move inside the working of any
company. M&S is the company which deals in the shopping of clothes and the products which
are required for the proper standardization of people’s policies and demands of the proper
attention and creation of the effective labours performing the work and to perform it in good
sense and also in the varied scenarios. It has been assumed and expected that proper staffing
leads to the proper working and creation of the seamless data and have provided the best input
and command for the successful execution of the work and has also provided the sense of a
good understanding and has provided proper attention and planning of the allocated sources in
the proper command and have strategized the planning and behavior in the proper execution
and maintaining the properly structured (E. Dobbs, 2014).
1. Selection and Staffing:
Placing the right person in the right position is the key factor which influences the working of
the company. HR managers have the solemn responsibility in the proper execution and
maintenance of the desired characteristic behavior and also concerning the factor needed to
make the correct strategic decision to implement the correct knowing and unknowing to
create the proper development of the behavioral policies needed to be adapted to keep in
touch the proper understanding and execution of the desired planning and formation of the
upcoming desired production and preparation of the merging policies needed to create the
imbursement for the formulation of strategies needed to hire the desired input and processes
for the proper planning and procedures to be held upon the executing differences to be held
on the accumulation and presentation of the proper staff formation.
21

2. Organizational developments:
Planning in M&S is the key thing which is needed to be understood for the creation of a well
behaved status of the departmental level and status for the proper execution and planning of
the departmental status in the formation and creation of the effective management and
planning of the well-equipped behavior and maintenance of the staffing and creation of the
equipped machineries in the creation of the impact on the formation and maintenance of the
well behaved status and machinery in the organizational context.
FINANCE
Finance plays an important factor in the creation of the organization suitable for the proper
accumulation and formation of the desired characteristic influences needed to undergo the
entire essential factors in which the cost plays an important role. It has always been a
prominent factor that played an essential role in the formation and creation of the well-
equipped and well-planned satisfaction for the proper maintenance and the formation of the
well-specified sector of the significance in which the quality of the work depends (KIM and
MAUBORGNE, 2015).
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RECOMMENDATIONS
 Clarifying the concepts in which the things which are needed to make the brand a global
brand and needed to be managed locally.
 Understanding the local market needs and also explaining the need to develop a
collaborative approach.
 Developing and maintaining the social market plan for the marketing early significant
look and preparing the needs and concept for the proper execution and presentation of
the quality tasks needed to be assisted for the proper outlook and maintaining the
desired tasks and characteristic for it.
 Managing the campaigns crucially and with all the proper understanding and planning
will lead the correct path for the execution and maintenance of the correct specified
ongoing processes (Lin et.al, 2011).
 The desired targets and goals must be kept in time for the proper execution and
maintenance of the work needed to be achieved on time and within frames.
23

CONCLUSION
The correct scenario in the situational planning arrangements lead to the proper formation and
maintenance needed for the successful execution of the work and the needs which are to be
specified in the works for the arrangement and the procurements of the work needed to be
initiated in the workplace for the execution and maintenance of the task and desired products.
The use of Bowman’s strategic clock has made the wide significance in delivering the original
compatibility of the signs needed to be deliberated in the meantime.
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