Innovation in M&S

Innovation
in M&S

About the company
 Publicly listed company.
 Based in the UK
 Products- lifestyle, food products etc.

Determination and justification of the
identified

Choice of innovation
Innovation in marketing to
meet the following issues:
 Overpriced food products.
 Apparel and lifestyle
products are not aligned to
customers
 Poor digital presence
Target innovation:
 More customer oriented
product line
 Legitimately priced food
products
 More highly advanced
digital platform
Overpriced food
products
Premium apparel wears are not aligned to tastes
of customers
M&S has poor digital
presence
Customers dissatisfied
Outcomes
Falling revenue generation
(Revenue risks)
Losing customers to
competitors (competitive risks)
Weakening financial base Weakening global positions

Identification of innovation
 Collaboration with True to provide market data and support innovation.
 Collaboration with TCS to strengthen its technological platform
(Tcs.com, 2019.

Where can we find innovation
 The company has
entered into open
information with
different market
research firms
like True to
provide it with in
depth market
knowledge.
 M&S has entered
into contracts
with IT
companies like
TCS to strengthen
its internet
presence.
Collaboration with
marketing firms
Collaboration with
IT firms
M&S
Gains marketing
data Marketing of goods aligned
to customers’ needs
Stronger digital
platforms
Generation of higher revenue and
customer satisfaction