SWOT Analysis of Marks and Spencer: Business Management and Strategic Management

This article discusses the SWOT analysis of Marks and Spencer, a British retail brand that specializes in luxury food products, clothing, and home products. The article highlights the strengths of the company, such as its clear brand image and innovation, as well as its weaknesses, such as its less effective globalization strategy. The article also explores the opportunities and threats faced by the company, including the potential for globalization and competition from other brands.

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Business Management and Strategic Management
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Contents
Introduction......................................................................................................................................1
SWOT Analysis...............................................................................................................................1

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Introduction
Marks and Spencer a multinational British retail brand that was originated in the year 1884, by
Thomas Spencer and Sir Michael Marks in London. The company has gained specialization in
luxury food products, selling clothing and home products. The company currently retains 979
stores in UK under which 615 of them sell only food products. Marks & Spencer is the first
British retailer that made a pre-tax profit of £1 billion however, later the company went into
slump as well. The clothing sales of the company have reduced with time but the food sales have
gained appreciation in the market (Hannington 2016). The company is colloquially known as
Marks and Sparks. Further SWOT analysis of the company is discussed below:
SWOT Analysis
Strength
Clear Brand Image: The Company has positioned itself as a high-end value product that targets
premium range customers in the market. Alike the brand images, the products offered in the
market are stylish, modern and sophisticated.
Innovation: The company is smoothly running in the target market because of its spirit of
innovation. The company is known for initiating creativity in its products. Thus, it can be said
that free spirit innovation is the biggest asset of the company (McDonagh, and Prothero 2014).
Weakness
Less Globalization Strategy: The company has its major stores in parts of United Kingdom,
Europe and United States. The stores present in Asia and Middle East do not work effectively in
favour of the company. So, it can be said that the company needs to initiate effective
globalizations strategies so that they can create identified brand image in the international market
base as well (Allwood, et. al., 2015).
Opportunities
Globalization: it is the biggest business opportunity for the company Marks & Spencer. As the
company has not effectively captured all the market segments due to which the customers have

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faced difficulty in attain the product of the brand in the market. Therefore, the company should
globalize their brand so that it is easily available to all customers.
Threats
Competition: It is the biggest threat for the company Marks and Spencer in the target market.
Many companies like Zara, United Colors of Benetton and Gap etc. are prevailing in the industry
that is hampering the growth of the company in the target market. Further, it should be noted that
the company is already struggling to manage their position in the globalized market and then
effect of competitive can make them lose their current position in the market (Wilson 2016).

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References
Allwood, J.M., Laursen, S.E., de Rodriguez, C.M. and Bocken, N.M., 2015. Well dressed?: The
present and future sustainability of clothing and textiles in the United Kingdom. Journal of the
Home Economics Institute of Australia, 22(1), p.42.
Hannington, T., 2016. How to measure and manage your corporate reputation. UK: Routledge.
McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and
future. Journal of Marketing Management, 30(11-12), pp.1186-1219.
Wilson, D., 2016. Marks & Spencer: the quest to master the new millennium. The Business &
Management Collection.