Corporate strategy issue faced by organisation in operating as “Digital First” retailer. A study on Marks and Spencer

This document discusses the corporate strategy issue faced by Marks and Spencer in operating as a digital-first retailer. It explores the challenges faced, the differences in working due to the digital platform, and provides recommendations for improving operations with the use of digital techniques.

REPORT

Table of Contents
TITLE .............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
To acquire the knowledge about corporate strategy issue..........................................................3
Challenge faced in operating as “Digital First” retailer in industry............................................3
To study difference in working of Marks and Spencer due to digital platform..........................4
Recommend some ways through which operations can be improved with use of digital
techniques....................................................................................................................................5
DISCUSSION OF THE PRIMARY AND SECONDARY RESERACH ......................................7
CRITICAL REVIEW OF RESULTS ...........................................................................................11
RECOMMENDATION AND ACTION PLAN ...........................................................................21
CONCLUSION .............................................................................................................................22
REFERENCES..............................................................................................................................23
.......................................................................................................................................................23
APPENDIX ...................................................................................................................................24

TITLE
Corporate strategy issue faced by organisation in operating as “Digital First” retailer. A
study on Marks and Spencer.
INTRODUCTION
Background of the topic
Corporate strategy encompasses an organisation's corporate actions with the purpose to
attain company objectives and goals while accomplishing a competitive benefit. For this project
M&S is a chosen organisation that faced issue in operating Digital-first retail. It is a main issue
that arise due to improper utilisation of corporate strategy. This issue negatively impact on
business sales and also on growth (Khan, Serafeim and Yoon, 2016). Along with this, there are
number of challenges which is faced by company in becoming Digital-first Retailer such as
reduction in sales, internet trafficking etc. There is over 1 million retail establishments’
crossways the United States, and retail sales have grown around 4% annually since 2010.
Therefore proper utilisation of corporate strategy is important and essential for the success and
growth of M&S.
Research aim
To investigation about the corporate strategy issue faced by organisation in operating as
“Digital First” retailer. A study on Marks and Spencer.
Research objectives
 To acquire the knowledge about corporate strategy issue.
 To determine the challenge faced in operating as “Digital First” retailer in industry.
 To study difference in working of Marks and Spencer due to digital platform. Recommend some ways through which operations can be improved with use of digital
techniques.
Research Questions
 What do you understand about corporate strategy issue?
 What are the challenge faced in operating as “Digital First” retailer in industry?
 What is the difference in working of Marks and Spencer due to digital platform?
 Mention some ways through which operations can be improved with use of digital
techniques?
1

Problem statement
One of the main problem that are faced by M&S such as operating of Digital-first in their
organisation. This is a main issue that negatively and directly impact on business sales and
development. There are certain reasons for increasing this issue in the organisation such as
supply chain issue, inadequate technological competencies and underperformance in clothing
and home. These are biggest reasons that impact on company while operating Digital-first. To
operating business in Digital First, Marks & Spencer face issues in declining market, this
underperformed in home and clothing where the revenue was reduced by 7.8% by 5.5% on like
for the like basis (Rahman, Rodríguez-Serrano and Lambkin, 2017). This company experienced
the availability challenges across sales channels as result of issues of supply chain. Other than
this, there are some structural issues faced by Marks & Spencer to address and taking the steps to
fixing these.
2

LITERATURE REVIEW
It is a review of article and it scholarly paper that contains current knowledge including
analytical findings as well as theoretical contribution to a particular subject field. The purpose of
conducting the literature review for gaining positive understanding of the existing research and
debates relevant to the particular field of study. To collect information in this area, secondary
sources of data collection will be used with different sources such as articles, books, internet and
many others.
To acquire the knowledge about corporate strategy issue
On the basis of Vicki A. Benge (2019) Corporate strategy refers to corporate actions of
company with a goal to attain organisational objectives while accomplishing competitive benefit.
It entails clearly defined and the long term vision that set organisation, motivate workforce and
develop corporate value to execute actions effectively to attain customer satisfaction. Corporate
strategy is continuous process that needs efforts to engage the investors in trusting an
organisation with money to enhancing organisational equality. Organizations which manage in
providing unfailing consumer satisfaction are those that periodically review their corporate
strategy to strengthen areas that may not produce the expected outcomes. Corporate strategy is
the organization's highest strategic plan that determines the overall organizational priorities and
objectives, and how strategic management tasks are to be accomplished. Other than this,
Corporate strategy uses the portfolio approach to making strategic decisions through looking
across business to identify how to develop value.
When developing the strategies to carried out the regular activities, administrators will be
able to understand and evaluate improvements quickly. If the business operations are not
conducted properly in a specified format, instead issues arise and priorities and objectives are not
set. There will also be effect on the business operations with modifications in business policies
and strategies. In regards to this, there is more change in the business operations because
employees are not take initiatives in a proper manner. For managing the issues, it is necessary for
the management for focus on develop effective policies.
Challenge faced in operating as “Digital First” retailer in industry
On the basis of Elly Yates-Roberts (2015), Marks & Spencer is sparking digital first retail
experience. It is working with the Microsoft to adopt and execute latest technology and also
3

become digital first business. In context to Digital First Strategy, consumers want to be purchase
from brands which understand them. The brands which strive to be learn regarding preferences
and lack of the data first strategy makes it near impossible. In this, capitalise on information
gathered by application visits and websites help in develop personalised marketing. Marks &
Spencer company is making the efforts to use AI. British homeware, food retailer and clothing is
executing Microsoft technology for an instance computer vision and machine learning across the
touchpoints. Under this, there are some issues faced by Marks & Spencer in operating as Digital
First. Due to changes in online trading, major issues faced are decline in revenue. Despite shifts
in online activities, customers face shopping problem due to website trafficking. When people
are unable to give a proper response using the site, then in this case there are some possibilities
that could switch to another brands.
To study difference in working of Marks and Spencer due to digital platform
On the basis of Ben Sillitoe (2020) this has been stated that Marks & Spencer company is
gearing for the digital first future with appointment of first data officer and chief digital. Due to
the digital platform, there are some differences in working of the Marks & Spencer. In regards to
digital transform, there will also be an effect on the operational efficiency of the work force with
shifts in business activities. When business activities change, company have to identify the
policies with which to enforce them easily. Training and development sessions are also required
for Marks and Spencer employees so that they can come up with new innovation. Other than this,
Operations can be done efficiently and effectively because managers are able to communicate
with staff regularly and acquire knowledge about what consumer demand is. On the other hand,
Marks & Spencer company bridges gap among new and old IT with the hybrid cloud strategy. It
has launched innovative digital services such as chatbot and “Try Tuesday” because this is
personal styling service for consumers to have the clothing hand-picked. This company is
gearing for digital first future with appointment of the first chief data officer. Through
implementing the digital first, market share of Marks & Spencer company grows, change in the
digital behaviour, culture and mindset. In relation to this, online revenue of this company for 26
weeks to enhanced by 0.2%. This attributes sluggish performance to the problems with proper
availability as well as product mix in online market. On the basis of Marks & Spencer that traffic
to website at the time of period grew through 8% per year, reflecting the strong development in
the mobile traffic. The main change that arise after implementing digital first is focus on
4

personalisation and enhanced search. For this, company launches pay-by- instalments facility
with the Clearpay. In the retail sector, Buy-now-pay-later services gaining more popularity and
with the help of this Marks & Spencer provide array option for consumers at checkout.
Marks & Spencer announced new Technology Information Programme that enable to
become the digital first business and also improving the customer experience. This is mainly
designed to develop commercial technology, agile and fast function that helps in enhance
growth. In regards to this, creation of the new technology operational model will drive the
significant efficiencies and exploits the new technology consisting adoption of the agile methods.
Marks & Spencer transforming its customers, shareholders and collogues through providing the
digital first retailing on offices and stores. Technology plays necessary role in transformation and
having right model to enable more responsive, agile and flexible.
Recommend some ways through which operations can be improved with use of digital
techniques
According to Damian Jolly (2020) Organisations trying to be gain the visibility into
operations has grappled with not able to act on on data to make improvement in performance.
Digital transformation technologies have potential to provide businesses agility, competitive
benefit and transparency. Marks & Spencer company accelerated the change to provide better
services for consumers which are increasingly the online shopping. There is a need for changes
in business activities and the operations to incorporate digital technology in enterprise and this
will easier for the managers to carried out the business activities. Planning is required with which
technology can be properly enforced and attaining the specific target effectively. To reduce the
negative impact of digital technology, there are some of the effective ways for an instance make
business operations simple, solving small problems, daily performance assessment etc. Such
techniques help to achieve positive results, because it is a better way to assess and examine what
can be perform in a better. Other than this, there is a need to executing the different digital
techniques for an instance multi-cloud adoption, Artificial intelligence and others.
Most of the business entities such as Marks and Spencer have a main objective of making
improvement in the efficiency of executing operational activities. For this purpose, management
of companies make sure that they have sufficient number of personnel and equipments to carry
out operations. Now a days, the main element which is focused by enterprises is digital
technology which reduces complexities in the operations. With the help of it, innovative ways
5

are figured out by entities to alter the way of their work. It is also beneficial for the attainment of
competitive advantage in the industry because digital first help Marks and Spencer to facilitate
customers to place order and make payment easily. There are various types of operations which
could be improved with the help of it. These are communication, customer service, project
management etc. Digital first leads organisation towards automation in which all the operations
are performed in systematic manner without human interference. There are several other ways in
which it can improve the way in which operations are executed. For example, using kiosks and
chatbots can help online and in store customers to get detailed information of the product which
is required by them.
Digital transformation is the integration of virtual generation into all regions of a business,
fundamentally changing how you use and supply fee to customers. It's also a cultural alternate
that requires groups to continually venture the status quo, test, and get relaxed with failure. This
in effective model for M&S in delivering of digital first. This will be beneficial and essential for
the growth and success of company at marketplace.
6

DISCUSSION OF THE PRIMARY AND SECONDARY RESERACH
Research refers as a detailed investigation into a particular issue, concern or problem by
using the scientific method. There are usually two types of research which are primary research
and secondary research. Current study is based on both types of research which will be useful for
investigator in gathering of primary and secondary data (Flick, 2015). For gathering primary
data, questionnaire refers to the best instrument that will be going to used within an
investigation. As it is beneficial for investigator in collecting of valid and repeatable information
about the corporate strategy issue that was faced by M&S. On the other hand, secondary is
another type of research and for collecting secondary data, there is need of some sources
including books, articles, magazines, publication research etc. Thus, primary and secondary
research will be used for collecting information about the selected topic. Apart from this, there
are also need of some methods for conducting primary and secondary research which will be
determined as below:
Secondary data: There are different methods used for collecting secondary information
about the topic. These sources are magazines, books, articles, newspaper, company’s website etc.
All these ar3e considering main sources of collecting secondary data for literature review. These
sources will be useful for researcher in collection and analysing of secondary and detailed
information regarding the topic.
Research Approach: This is commonly used aspect in research methodology; therefore
there are two approaches of research which are based on investigation type such as approach to
inductive and deductive analysis. In conducting present investigation, deductive approach has
been used because in this new theories are established and data have been collected in an
effective manner (Gioia, Corley and Hamilton, 2013). This approach is based on quantitative
method and theory will be used in developing hypotheses.
Research Philosophy: This applies to belief as to how information and data are gathered,
processed and used. For an investigator, it is necessary to choose correct or effective theory so
that it can provide the better conclusion (Green, Camilli and Elmore, 2012). Interpretivism and
positivism are two different research philosophies. Among both the philosophies, researcher will
use positivism philosophy because it helps in analyse the collected information in an effective or
systematic manner.
7

Data source: It is a fundamental aspect of the research project, since all the study
activities are based on the knowledge and data that the researcher has collected. There are two
specific types of data collection methods including primary and secondary data collection source
for carrying out an investigation work. Through using the primary method, fresh information can
be collected and it takes some time to gather information from using the primary sources. The
different sources to collect information from primary method are observation, focus groups,
interviews etc. On the other hand, information collected from the secondary method is easy and
cheap. The sources to collect the information from secondary sources are easily available. Under
this, questionnaire will be developed in primary method and for doing the literature review part,
books, magazines etc. sources will be used (Kumar, 2019).
Types of study: The research work is based on a topic and the researcher's main duty is
to solve the analysis problem by collecting different information and data. Present investigation
consists qualitative and quantitative as research methods which help in conducting investigation
effectively In present research work, quantitative method was applied through an investigator
because it permits for wider study and increasing generalisation of outcomes. This helps in
providing the better result accuracy (Mackenzie and et. al., 2012).
Research Instrument: It is explained as tool to gather, examine and analyse the data
concerned to subject. It is step by step action plan that provides direction to efforts and thoughts,
enabling to conduct an investigation in systematic manner to produce positive outcomes
effectively. It gives overall direction of an investigation consisting process through which an
investigation conducted. There are different research instruments such as surveys, interview,
observation, focus groups and many others. Among all the research instruments, survey has been
used because by using this, information from the large number of respondents can be gathered
and there is less time as well as cost involved (Mackey and Gass, 2015).
Q1) Are you have knowledge regarding the role of corporate strategy in the
organisation?
Frequency
a) Yes 40
b) No 20
Q2) Do you think that corporate strategy issue leads to decline in Frequency
8

organisational profitability and productivity?
a) Yes 50
b) No 10
Q3) What are several activities that M&S experienced after launching
Digital First?
Frequency
a) Revenue increased by 0.2% 20
b) Website Traffic increased by 8% 20
c) Increase in Mobile Traffic and Paid search 20
Q4) According to you, What was the main reason behind failure of M&S in
its “Digital First” project?
Frequency
a) Underperformance in clothing and Home 25
b) Supply chain Issue 20
c) Inadequate technological competencies 15
Q5) As per your view point, does M&S will be able to recover its position if
it can strengthen its technological background?
Frequency
a) Yes 45
b) No 15
Q6) What is the difference in working of Marks and Spencer due to digital
platform?
Frequency
a) Reduction in manual operations 18
b) More complicated task 22
c) Lack of employees' involvement 20
Q7) What are the challenge faced by M&S in operating “Digital First”
retailer in industry?
Frequency
a) Reduction in Sales 20
b) Trafficking of website 22
9

c) Decline in business growth and expansion 18
Q8) According to you, reduction in sales is main issue faced by M&S due to
operating “Digital First”?
Frequency
a) Agree 50
b) Disagree 10
Q9) What are the some ways through which operations can be improved
with use of digital techniques?
Frequency
a) Feedback from work force 15
b) Proper planning 16
c) Simplifying business operations 17
d) Regular performance measurement 12
Sampling: This is an essential section of research methodology that usually have two
techniques such as probability and non-probability. Within a research, probability sampling will
be applied for selecting 50 employees of M&S on random basis. Main purpose for using this
technique of sampling as there is possibility to make inferences regarding the population. Non-
probability type of sampling is not useful according to the current topic because it is completely
based on qualitative research (McCusker and Gunaydin, 2015).
Time Horizon: Time is important for completing each activities of research in systematic
manner. There are two approaches of time horizon which are cross-sectional approach and
longitudinal approach. Among them cross-sectional approach will be used because it focus on
current situation of study (Miller and et. al., 2012). On the other hand, longitudinal approach is
not used for current study because it requires large amount of time.
Research reliability and validity: Reliability and validity of the study is based on primary
method of data collection. Within an investigation, questionnaire will be used that is useful for
researcher in testing of reliable and valid information regarding the corporate strategy issues that
are faced by company while they operate digital first (Quinlan and et. al., 2019).
10

Research ethics: The success of investigation is based on the sources and type of
information that being used by researcher. For performing each activity of primary and
secondary research investigator will consider certain principles of research ethics like
confidentiality, responsible publication, informed consent, anonymity etc. in order to complete
research activities in ethical and systematic manner (Riedl, Davis and Hevner, 2014).
11

CRITICAL REVIEW OF RESULTS
Theme 1: Knowledge regarding the role of corporate strategy
Q1) Are you have knowledge regarding the role of corporate strategy in the
organisation?
Frequency
a) Yes 40
b) No 20
Table 1
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
20
Frequency
Figure 1
Interpretation: Above shown table has been interpreted knowledge about the corporate
strategy and its role within an organisation. 40 out of 60 employees of M&S said as proper
implementation of corporate strategy within a workplace is essential for an organisation by
retaining its sustainable business growth in marketplace. Remaining 20 employees are observed
as improper implantation of corporate strategy have negative impact over business growth by
decline sales.
Theme 2: Impact of corporate strategy issue in organisational profitability and productivity
12

Q2) Do you think that corporate strategy issue leads to decline in
organisational profitability and productivity?
Frequency
a) Yes 50
b) No 10
Table 2
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Figure 2
Interpretation: It has been concluded that corporate strategy issue leads to decline in
organisational profitability and productivity. 60 out of 50 employees of M&S said yes whereas
remaining are not favour in this statement. In order to operate Digital first is a main issue of
corporate strategy that was faced by M&S and it turn to impact on them by decline its sales.
Remaining 10 respondents not have any idea about the same.
Theme 3: Number of activities that are experienced by M&S after launching Digital First
Q3) What are several activities that M&S experienced after launching
Digital First?
Frequency
a) Revenue increased by 0.2% 20
13

b) Website Traffic increased by 8% 20
c) Increase in Mobile Traffic and Paid search 20
Table 3
a) Revenue increased by 0.2%
b) Website Traffic increased by 8%
c) Increase in Mobile Traffic and Paid search
0
4
8
12
16
20
20 20 20
Frequency
Figure 3
Interpretation: From the above given information, it has been summarized number of
activities that are experienced by Marks & Spencer after launching Digital First. For this
statement, respondents have equal view about the different activities such as revenue increased
by 0.2%, website traffic increased by 8%, and increase in paid search and mobile traffic. These
are main activities that are experienced by company after launching Digital first.
Theme 4: Main reason behind failure of M&S in its “Digital First” project
Q4) According to you, What was the main reason behind failure of M&S in
its “Digital First” project?
Frequency
a) Underperformance in clothing and Home 25
b) Supply chain Issue 20
c) Inadequate technological competencies 15
14

Table 4
0
5
10
15
20
25
25
20
15
Frequency
Figure 4
Interpretation: According to the above graph, it has been interpreted main reasons of
failure that was faced by M&S in operating its Digital-first. 25 out of 60 employees have idea as
underperformance in clothing and home is main reasons because company declining their market
up-to 7.8% or by 5.5%. 20 respondents have idea as supply chain issue is major reason behind
failure in Digital-first project because it require higher labour costs from suppliers. Remaining 15
respondents have knowledge as inadequate technological competencies is biggest reason that
have negative impact over business operations and functions of M&S.
Theme 5: M&S will be able to recover its position if it can strengthen its technological
background
Q5) As per your view point, does M&S will be able to recover its position if
it can strengthen its technological background?
Frequency
a) Yes 45
b) No 15
Table 5
15

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
15
Frequency
Figure 5
Interpretation: This graph interpreted the opinion of employees about the actions that
will be taken by M&S to recover its position if it can strengthen its technological background. 45
out of 60 respondents said yes whereas remaining 15 are said no. Therefore majority of
respondents are agreed that there is requirement for taking an effective action. For this company
must provide training to their all staff members and also develop proper strategy. As it will be
beneficial for company to successfully recover their position and make strong technological
background.
Theme 6: Difference in working due to digital platform
Q6) What is the difference in working of Marks and Spencer due to digital
platform?
Frequency
a) Reduction in manual operations 18
b) More complicated task 22
c) Lack of employees' involvement 20
Table 6
16

a) Reduction in manual operations
b) More complicated task
c) Lack of employees' involvement
0
5
10
15
20
25
18
22
20
Frequency
Figure 6
Interpretation: This table has been communicated difference in working of company due
to digital platform. For this 18 out of 60 participants have opinion as it reduce manual operation
which impact on employees performance and productivity in negative manner. 22 respondents
have idea as digital platform is essential for M&S in solving of more complicated task in easier
way. Remaining 20 participants have knowledge as there is lack of employee involvement which
turn to impact on organisational performance.
Theme 7: Challenge faced by company in operating “Digital First” retailer in industry
Q7) What are the challenge faced by M&S in operating “Digital First”
retailer in industry?
Frequency
a) Reduction in Sales 22
b) Trafficking of website 20
c) Decline in business growth and expansion 18
Table 7
17

a) Reduction in Sales
b) Trafficking of website
c) Decline in business growth and expansion
0
5
10
15
20
25 22
20
18
Frequency
Figure 7
Interpretation: This table has been interpreted number of challenges or issues that are
faced by company while operating Digital-first within retain industry. 22 respondents have idea
as it is a main issue of corporate strategy that negatively impact on business sales. 20 employees
said with change in online operations, consumer face problem in shopping because of trafficking
on website. Remaining 18 respondents have idea as decline in business growth and expansion is
major challenge that arisen due to supply chain.
Theme 8: Reduction in sales is main issue of operating “Digital First”
Q8) According to you, reduction in sales is main issue faced by M&S due to
operating “Digital First”?
Frequency
a) Agree 50
b) Disagree 10
Table 8
18

a) Agree b) Disagree
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Figure 8
Interpretation: It has been concluded view point of employees about the issue faced by
M&S while operating Digital-first. Most of the participants said as reduction in sale is major
issue that have negative impact on organisational performance and growth. It has also impacted
over growth and success of M&S in marketplace and in customer's mind.
Theme 9: Some ways through which operations can be improved with use of digital
techniques
Q9) What are the some ways through which operations can be improved
with use of digital techniques?
Frequency
a) Feedback from work force 15
b) Proper planning 16
c) Simplifying business operations 17
d) Regular performance measurement 12
Table 9
19

a) Feedback from work force
b) Proper planning
c) Simplifying business operations
d) Regular performance measurement
0
2
4
6
8
10
12
14
16
18
15
16
17
12
Frequency
Figure 9
Interpretation: Above table has been summarized number of ways that will be require to
used by &S for improving their business operations by using digital techniques. 15 out of 60
employees have idea as feedback from workforce is essential way because it help an organisation
in identification of their requirement related with digital technology. 16 respondents have
opinion as proper planning is essential because it help in implementation of digital techniques
successfully which turn to assist M&S by improving their business operations. 17 respondents
have idea as simplifying business operations is essential for improving operations in easier
manner. Remaining 12 participants have knowledge as regular performance measurement of
employees is significant for company to improve their operations and gain better advantages
easily.
Discussion on the basis of secondary data:
To acquire the knowledge about corporate strategy issue within 1 month of time period.
There are different issues that are present in implementing of corporate strategy at
workplace. These issues are poor communication channels for the strategy, unclear or
inaccessible strategy etc. These arte main issues that have impact on business performance and
growth of M&S in delivering of digital first.
To determine the 2 biggest challenges faced in operating as “Digital First” retailer in industry.
20

There are some 2 biggest issues faced by M&S in operating as Digital First. Due to variant in on-
line buying and selling, foremost problems faced are decline in revenue. Despite shifts in online
sports, clients face buying trouble because of website trafficking. When people are unable to
offer a proper reaction the use of the web site, then in this example there are a few opportunities
that would switch to any other manufacturers.
To study difference in working of Marks and Spencer due to digital platform in 2 months of time
duration.
With use of digital technology, there'll modifications in enterprise operations due to
easiness of conducting operations. With alternate in enterprise activities, there'll impact on
operational performance of work force as nicely.
2 essential ways through which operations can be improved with use of digital techniques.
For imposing virtual generation within the organisation there may be requirement of right
exchange in business sports and it is going to be smooth for managers to perform commercial
enterprise sports. There is requirement of making plans with which technology may be
implemented properly and goals can be carried out.
21

RECOMMENDATION AND ACTION PLAN
Recommendation: From the above mentioned information, it has been recommended that
digitalisation is beneficial tool for the growth and success. There are some recommendations to
the M&S about how to successfully implement digital first in their organisation.
 M&S must use number of communication channels which will be beneficial for them to
communicate important information about the technological change to their employees.
As it will be beneficial in implantation of digital-first successfully and also support
company by increasing their sales.
 Company must also provide training to their workforce who has lack of knowledge about
the technology. As it will turn to support business in improvement of its business growth
and success easily. M&S should also conduct market research that will be beneficial for them in
identification of customer' needs and wants towards the business product and services. As
it will also assist an organisation in attraction of larger customers easily.
 Feedback from work force: This is another recommendation to the M&S is to collect
feedbacks from the workforce. This feedback mainly related with the employee’s and
their job satisfaction at workplace. By collecting feedback from the employees, M&S can
easily fulfil their needs and retain them for long time. This resulted in maximum amount
of sales and strong brand image in marketplace.
 Proper planning: M&S must previous plan about the adoption of techniques and many
other methods. As proper planning about the technology will be beneficial for company
in fulfilment of customer needs and wants in limited time period. Development of
technology at workplace is beneficial for M&S because it will support them in saving
time, retaining employees, and attracting more customers easily.
Action Plan
Steps Description
Step 1: Identify the
reason
First step is to identify the main reason behind the failure of M&S in
its “Digital First” project. There are number of reasons such as
underperformance in clothing and home, supply chain issue and
inadequate technological competencies. These are main issue that are
22

identified by the M&S by conducting employee survey.
Step 2: Formulate the
strategies
After identifying the main reason behind failure of M&S in its
“Digital First” project next step is to formulate effective strategies
that help towards developing of digital-first in the organisation. For
this company must use communication channels and provide training
to their employees.
Step 3: Gather feedback
from the employees
This is another step for overcoming issues of corporate strategy in
effective manner. For this company gather feedback from the
employees about the corporate strategy and its benefits and
drawbacks over business performance. This action will help M&S in
development of digital-first and also increment in their sales.
Step 3: Implantation of
digital-first successfully
It is a last step and in this company should operate digital-first and
increase their sales and growth easily.
CONCLUSION
From the above mentioned information, it has been concluded that corporate strategy
within an organisation played an important role in the growth and success of company.
Operating digital-first is a major issue of corporate strategy that was faced by company. This
issue negatively impacted over business performance and sales of company. Number of ways
used by company for overcoming issue of corporate strategy such as feedback from work force,
proper planning, simplifying business operations and regular performance measurement. These
are main ways that supported company by overcoming issue of digital-first and also increasing
their sales ratio.
23

REFERENCES
Books and Journals
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Green, J. L., Camilli, G. and Elmore, P. B. eds., 2012. Handbook of complementary methods in
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APPENDIX
Questionnaire
Q1) Are you have knowledge regarding the role of corporate strategy in the organisation?
a) Yes
b) No
Q2) Do you think that corporate strategy issue leads to decline in organisational sales and
profitability?
a) Yes
b) No
Q3) What are several activities that M&S experienced after launching Digital First?
a) Revenue increased by 0.2%
b) Website Traffic increased by 8%
c) Increase in Mobile Traffic and Paid search
Q4) According to you, What was the main reason behind failure of M&S in its “Digital First”
project?
a) Underperformance in clothing and Home
b) Supply chain Issue
c) Inadequate technological competencies
Q5) As per your view point, does M&S will be able to recover its position if it can strengthen
its technological background?
a) Yes
b) No
Q6) What is the difference in working of Marks and Spencer due to digital platform?
a) Reduction in manual operations
b) More complicated task
c) Lack of employees' involvement
Q7) What are the challenge faced by M&S in operating “Digital First” retailer in industry?
a) Reduction in Sales
b) Trafficking of website
c) Decline in business growth and expansion
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Q8) According to you, reduction in sales is main issue faced by M&S due to operating “Digital
First”?
a) Agree
b) Disagree
Q9) What are the some ways through which operations can be improved with use of digital
techniques?
a) Feedback from work force
b) Proper planning
c) Simplifying business operations
d) Regular performance measurement
Q10) Provide any recommendation to M&S is reduction of issue that are developed due to
corporate strategy.
26