Innovative Changes for Marks & Spencer: A Pitch Proposal

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.