Innovative Changes for Marks & Spencer: A Pitch Proposal

This pitch proposal suggests innovative changes for Marks & Spencer to enhance their sustainability in the retail industry. It includes a situation analysis, SWOT analysis, and strategies and tactics for growth.

INDIVIDUAL PITCH
PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situation Analysis........................................................................................................................3
Strategies and Tactics..................................................................................................................4
SUMMARY.....................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marks & Spencer is popular brand which was founded by Thomas Spencer and Michael
Marks in the year 1884 started from selling food products then expanded in various dimensions
of products and services. M&S has a wide network of distributors which makes it one of the
most reliable organizations among the customers which has gained massive popularity. The
organization is facing current situation where it is unable to maximize its results due to less
proficiency in innovative thinking (Nyame-Asiamah and Ghulam, 2019). This aspect has a
negative impact on the overall sustainability of the business organization in the industry.
MAIN BODY
Situation Analysis
Overview
Marks and Spencer comes under the retail sector which is a huge market consisting of
companies from all over the world. It is a growing sector with new entrants on a regular basis
which define its growth. H&M, Tesco, Sainsbury etc. are the market leaders as well as the key
competitors of the business that have a significant influence in the industry.
Key issues
The development of innovation and infrastructure of the industry is a key issue which has
a negative impact on the overall success of the brand in the industry. Competitors of M&S are
adopting new innovative techniques which are not followed by the business (Barbosa,
Castañeda-Ayarza and Ferreira, 2020). Rigidity in structure, less knowledge about change etc.
are certain factors which drive these issues.
Segment Targeting
Demographic segmentation may be used by M&S where the consumers of and above the
age 30 having relatively higher income are targeted by the business. The consumers from
different genders and backgrounds are segmented as a target market by M&S in order to increase
its overall market share in the industry.
Opportunity for growth
Introducing new and innovative changes in their current approach towards the business
practices is an opportunity which is beneficial for the brand to expand its services in new places.

By making these changes in their approach, the business will be able to gain better advantage in
their industry and improve their sustainability which is important in order to grow.
SWOT Analysis
Strengths
It is one of the major powerful brand with top of mind recall and company also offers
variety of products which is known as value for money due to quality and availability for each
customer. While covering the 1000+ stores across 40 countries add better value to company
image which is major strength for company.
Weakness
There are several rivals in market that would be major weakness for company and it may
lead to decrease markets share of the firm as well. While being the most popular brand in the
retail segment will acquire being protected from misuse of imitation products that may drive
negative impact on company profitability.
Opportunity
Innovation is the key aspect to develop several opportunities for business to make
effective use of resources. They can formulate their website and technological concerns which
drive increase in sales by covering new market segments that will offer more profit (Benzaghta
and et.al., 2021).
Threat
The other retail stores are threat as discounted prices being offered by competitors in
industry, and sustainability concerns is major threat for company which would drive issue in
further development of company to procure competitive advantage.
Strategies and Tactics
Strategic growth goals
Adopting of innovative changes in the brand in order to provide an enhanced experience
of the business to customers. The business may develop their online website efficiently and try to
provide convenient options to the consumers which will improve their engagement towards the
brand (Schaefer, Siluk and de Carvalho, 2021). This step from the business may provide better
growth and development opportunities for the business in the industry.
Societal marketing orientation and Marketing mix

Sustainable practices like reduction of plastic waste, industry innovation and responsible
consumption of resources will be adopted by the brand in order to fulfil their corporate social
responsibility and enhance the overall services which are provided to the customers.
Product
New and attractive products may be developed and launched by the business in order to
attract more customers towards the brand.
Price
Prices will be kept moderate for maximum range of customers to participate in the
business activities and purchase their products (Lahtinen, Dietrich and Rundle-Thiele, 2020).
Place
The organization will look for expansion in various countries which will be helpful for its
overall growth in the industry.
Promotion
Digital platforms will be used by the business in order to promote their brand among the
audience effectively and increase their interest towards the business practices.
Strategic management model
Goal setting
Achieving sustainable growth in the retail industry is one of the most important goal
which will be beneficial for improving its performance in the industry.
Analysis
The evolution of consumers and the market creates a suitable environment for the
business to make these changes in their business.
Strategy formation
The differentiation growth strategy will be beneficial for the business to provide new and
effective products and services to new markets.
Strategy implementation
The brand will implement this strategy bu understanding the needs of the customers and
the position which the retail industry is currently facing.
Strategy monitoring
Various KPIs will be adopted by the business for monitoring the change management and
gaining better results.

Viability of the idea
This idea of innovative changes in the business will be crucial which will provide better
assistance to the business for surviving in the industry successfully. The success of the business
will be measured with the help of the acceptance of customers towards the changes that have
been made for overall development of the business in the industry.
SUMMARY
The above pitch proposal concludes that the brand will be able to enhance their
sustainability on the market by adopting innovative changes in their business environment. With
the help of these aspects, the business is able to enhance their services and provide better quality
of output to their customers in the retail industry.

REFERENCES
Books and journals
Barbosa, M., Castañeda-Ayarza, J.A. and Ferreira, D.H.L., 2020. Sustainable strategic
management (GES): Sustainability in small business. Journal of Cleaner
Production. 258. p.120880.
Benzaghta, M.A. and et.al., 2021. SWOT analysis applications: An integrative literature
review. Journal of Global Business Insights. 6(1). pp.55-73.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Nyame-Asiamah, F. and Ghulam, S., 2019. The relationship between CSR activity and sales
growth in the UK retailing sector. Social Responsibility Journal.
Schaefer, J.L., Siluk, J.C.M. and de Carvalho, P.S., 2021. An MCDM-based approach to
evaluate the performance objectives for strategic management and development of
Energy Cloud. Journal of Cleaner Production. 320. p.128853.