This report provides a SWOT analysis of Marks and Spencer Company, evaluating its internal strengths and weaknesses, as well as the opportunities and threats in its business environment. The report also examines the impact of business environment drivers on the company's marketing and sales departments.
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Global Business Environment Table of Contents
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INTRODUCTION Business environment is a sum of various internal and external factors that put an impact over the business organisation as a part of the business operations. This report is based on a case study on Marks and Spencer Company. The organisation is a retail organisation based in UK. Micheal Marks and Thomas Spencer are the two founders of the company. In this report analysis of company’s business environment would be conducted. SWOT Analysis would summarise in this report to sum up the factors created impact over organisation related to business environment. Furthermore, report will also evaluate the impact over the key functional areas of company related to the drivers of business environment. Task SWOT Analysis The SWOT Analysis helps in evaluating the internal strengths and weaknesses of the companyororganisationswherethedifferentinternalfactorsthataffecttheoverall performance of the business and its decision making are evaluated accordingly. For M&S as well, this can be done in a following manner: Strengths The major strengths of the company are: The market experience of M&S is wide and enormous as the company has been working withanumerousnumberofpartners internationally as well. Thebrandrecognitionisveryhigh throughouttheworldandthesuperiors qualityproductsarethemajorstrengths (Phadermrod, Crowder and Wills, 2019). The international presence if the company also acts as a beneficial point as this can help thecompanyingainingprominenceand customersthroughouttheworld.This increases their overall revenue generation and Weaknesses There are certain inherent weaknesses of the company as well which can be enumerated as: Offlate,thesalesofthecompanyhas consistently declined on a global level and this is mainly due to out of date fashion, lack ofadequatestockmaintenanceandthe increased maintenance costs as well. The perception of the public regarding the company and its products has changed where the teenagers are not attracted to their styling and even older people no longer find the clothes as per the latest fashion practices.
profitability. Opportunities Thedifferentopportunitiesformwhich company can benefit are: Thecompanycanfocusonrigorous expansion at the international level where theycanexploitheavyadvertisingand marketing strategies as well. The online presence of the brand is not very prominent and this is affecting their sales as well. They can use digital media and its tools to expand themselves more intricately into the whole process. Threats The major threats that company faces are: The competition has increased severely in the clothingaswellastheretaili.e.food industry.BrandslikeTesco,ASDA, Sainsbury’s etc. in the food retailing industry andDebenhams,H&M,Gapetc.inthe clothingindustryaregainingmuch prominence (Gürel and Tat, 2017). This acts as a serious threat. The declining number of stores is further limiting the presence of the brand at both nationalandinternationallevelscausing further damage. Essential areas Drivers associated with the business environment put a huge impact over the business operations of company. All the different functional areas of company are deeply affected with such drivers of business environment. Marketing department:Marketing department of Marks and Spencer Company is engaged in channelizing key campaigns for company’s marketing and promotions. Drivers of business environment like technology potentially influenced the company’s operations. Technological advancementshassignificantlyimpactedoverthecompany’smarketingapproaches. Technologicaldrivershaveguidesthecompanytochannelizedifferenttechnological advancements in conducting product promotions of company’s products. Marketing is among the key essential areas involve in the functional areas of company as it significantly influences the company’s potential to generate sales in market (Shageeva and et.al., 2017).
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Technology driver of business environment has enhanced the growth of company with the support of company’s promotional campaigns. Political driver has further improved the marketing of company. The government has supported company to expand its business operations. It can be projected that marketing is among the primary functional areas of company as it directly contribute in the growth of company. The different drivers of business environment has created a volatile culture for company’s marketing campaigns as with the support of digital promotions company get to establish a strong brand image in market. Sales department:Sales department is one of the key functional departments of company. Sales department directly contribute in the growth of company. Sales department carry the responsibility of channelizing sales of company. Drivers like technology and legal drivers of business environment put an impact over the sales of company. With the support of technology company get to meet up its sales targets. Different platforms like e-commerce websites, digital selling and many other platforms are available for the Marks and Spencer Company to achieve its sales targets (Singh and Agrawal, 2017). Legal driver is also a crucial driver involve in business environment that put an impact over the business operations of company. Due to government support no restrictions is opposed over retail company in respect to sale of any of the retail sector products. This has supported company in expanding the sales of company and also to expand the profitability of company. It can be projected that drivers of business environment put a direct impact over the business operations of company. Positive aspects involve in drivers has given a huge support to Marks and Spencer Company for achieving all its business objectives. The above mentioned points are the key functional areas of the Marks and Spencer Company. These factors have supported company to achieve its overall objectives behind the business operations of company. CONCLUSION This report has projected the internal analysis of company with the support of SWOT Analysis tool. The analysis project about various strengths of company diversified products and many others. Different impacts have also shown that drivers related with business environment have put over the business of company. Marketing and sales of company are the department that directly influenced with the drivers of business environment like technology,
legal and many other drivers. Business environment is the key factors that directly impacted over the business capacity of company.
REFERENCES Books and Journals Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review.Journal of International Social Research10(51). Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis basedSWOTanalysis.InternationalJournalofInformationManagement.44. pp.194-203. Shageeva, F. T. and et.al., 2017, September. Training the achievement-oriented engineers for theglobalbusinessenvironment.InInternationalConferenceonInteractive Collaborative Learning(pp. 343-348). Springer, Cham. Singh, V. and Agrawal, A., 2017. Impact of business environment on balancing innovation processinIndianSMEs.InternationalJournalofBusinessInnovationand Research.12(2). pp.224-239.