This report discusses the strategic direction of Marks and Spencer Company in the retail sector, including industry structure, market position, and innovation. It also emphasizes CSR operations and governance and ethics associated with the company.
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Strategic Management
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Table of Contents INTRODUCTION.................................................................................................................................3 MAIN BODY........................................................................................................................................3 Strategic Management.......................................................................................................................3 Relevant sources for the task.............................................................................................................4 Judgement and recommendations......................................................................................................6 CONCLUSION.....................................................................................................................................7 REFERENCES......................................................................................................................................8 INTRODUCTION.................................................................................................................................9 INTRODUCTION Strategic management is defined as providing the strategic direction to organisation so that company can achieve all its different objectives behind the business. This report is based
on the case study of Marks and Spencer Company in respect to its strategic direction. Company is a United Kingdom based retail organisation. In this report strategic direction of Marks and Spencer Company will be discussed. Henceforth, report will emphasis on industry structure, market position, market size and also the brief background about the company. This report would also emphasis on innovation and strategic innovation in respect to the company. This report would also emphasis on CSR operations related to the Marks and Spencer Company. Governance and ethics associated with company would also brief in this report. MAIN BODY Strategic Management Industry Structure Retail sector is among the vast market sector in business environment. Structure of retail industry is well diversified as it comprises with multiple products such as food products, home products and clothing line. From the initial time retail sector is among the leading market sector associated with business environment. As the sector comprises with basic products requires to live as a human product demand is always huge in this sector. Customers need day to day products to meet all its needs. As per many reports it can be projected that retail industry comprises with the largest market size involve$350 billion as its size across the globe (Altukhova and Semko, 2018). Over the priod of time retail sector has entertained immense growth which has also allowed the sector to serve the systematic structural form in industry. The industry structure denotes that foreign retailer comprises with approximately 51% of the total market. It is also denoted that the top five retail sector organisation also comprises with only 2% of total market position. As the sector consist the immense growth opportunity it can be projected that competition becomes very aggressive in the industry and every day new competitors are entering in the market which also further expand the market competition in the sector. Many times due to small retailer the structure of the industry get affected as they run their business in their own practices which also many times affect the basic nature of industry on which entire business operate. Market Position Marks and Spencer Company is one of the leading brand associated with the retail sector across the globe. Company has initiated its business from United Kingdom and
company ended up reached the local level of business base. In current time company has operated business from approximately 14000 business locations across the globe. On the basis of the positioning of company it is stated that company covers the market share of approximately10.78%initsclothingline.Infoodsectorcompanyconsistupwith approximately 5% of market share. Company is growing at the rate of 6% that indicate that company is gaining a positive response as a part of its business operations (Bergh and et.al., 2016).Companyisalsoengagedinonlinetradingthatalsogrowingattherateof approximately 10% in the previous financial year. Company consist up with strong brand position that denote from the market presence of company across the globe in retail sector. Apart from aggressive level of market competition from brands like Tesco, Big Bazar, Asda, Wall Mart and many other brands company has achieved this massive success and position in market. Company is aggressively active over both mode online and offline mode of trading that denote that Marks and Spencer Company carry the strong position as a brand in market. Company’s Background Marks and Spencer Company is based in United Kingdom. Company initiated its business in the year 1884 and due to massive growth company is currently becomes one of global leader in retail sector. Approximately 14000 business locations company is currently serving as a part of its business portfolio (Cescon, Costantini and Grassetti, 2019). Company currently carry the huge strengths like massive brand value at global level, customer loyalty across the globe, innovation, online retailing, strong supply chain management system and various other key factors that project the company’s strong position at global level. Company also consist up with some weaknesses like limited resources, slow process of dealing with customer grievance and many other factors. Relevant sources for the task As per the view ofDrnevich, Mahoney and Schendel, (2020) it is interpreted that Marks and Spencer Company is also associated with various issues that create challenges for the company. Issues like high employee turnover as compare to other competitors like Tesco, Asda, Wall Mart, Big Bazar at a global level. Employees are key resources associated with the organisation. Due t high employee turnover company faces issues in serving the best quality of operations; Inexperience in human resources restricts company in achieving the best level of operational efficiencies and proficiencies against the operations company has undertaken. Company carry a strong supply chain management system across the globe that
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has also supported company in achieving the best level of operational efficiencies and market performance. Currently company i involved in approximately 14000 business locations across the globe. Supply chain management system of Marks and Spencer is much stronger as compare to other competitors like Tesco, Wall Mart and many other competitors at global level. This is the key strength of company as it consist the strong supply chain management system which allows company to serve all the latest trendy products to its customers. As illustrated byKonovalova and et.al., (2018) retail sector is currently facing many issues due to COVID19 crisis. This pandemic has restricts the market growth of the sector. Many peoples in society needed to lose their jobs and many employees could face the serious pay cut during the lockdown. This entire situation has enabled company to entertain low sales turnover in the current financial year at all across the globe. This crisis situation is not for the Marks and Spencer Company but along with the company other competitors across the globe are facing the same situation that has reduced the growth of the organisation. Marks and Spencer Company carry the huge strength due to its online retailing or ecommerce trade across the globe. Company is aggressively involved in ecommerce trade as it allows the services ti customers to order from home over company’s websites. In the lockdown situation and post lockdown company has entertained huge increment in its ecommerce trade. It has boosted the ecommerce trade of company across the globe as compare to other competitors like Asda, Teco who are also engaged in selling products over internet company has received more demand in market. At a global level companies are dealing with different issues.Koseoglu, (2016) has projected inflation as among the big issues companies are facing at a global level. In all major economics inflation becomes an issue that restricts the buying capacity of customers across the globe. Inflation directly creates negative impact over thr purchasing power of customers inmarket.Itrestrictsthepurchasingcapacityofcustomerswhichdirectlyinfluence negatively the sales of company. Inflation reduces the value of currency that reduces the sales of company as customers not able to buy the maximum products which earlier was possible due to the buying power of customers. Marks and Spencer Company has also involved inflation in its strategic planning and company also provide quality discounts over its products to improve the purchasing power of customers. This strategic planning of company has given a huge boost to the sales of company. For example Marks and Spencer Company has provided discounts over online booking of different retail products, company also give
discounts to give benefits to customers. All these strategies used by company has directly improved the buying power of target customers in market. Marks and Spence Company has been involved in innovation and development. Company always involved in research to channelizes some kind of innovation that can support the growth and development of company in market. Innovation has always supported company in expanding the growth rate and profitability in market. Due to innovation and technological advancement company could enter in e-commerce trade that has completely boosted the sales and growth rate of company. Today e-commerce trade has received an effective growth rate of 10% across the globe (Vishnevskiy, Karasev and Meissner, 2016). This is an improvise figure which denote that company got the opportunity to boost the growth in market. Business environment at global level support innovation and technological development to boost the growth rate of companies in market. Other competitors across the globe of Marks and Spencer like Tesco, Asda, Wall Mart and many other competitors also involve in innovation and technological development which has complete supported company in boosting its growth rate. Judgement and recommendations On the basis of the above analysis it can be interpreted that Marks and Spencer can give emphasis over e-commerce trade to boost its growth rate. It is recommended that Marks and Spencer Company has already a huge presence in e-commerce trade across the globe. Company can give huge emphasis over promotions to improve the e-commerce trade of company. It is recommended that company can prioritise innovation in company. Innovation in different practices of operations (Leskaj, 2017). Company can use innovation in its marketing and promotions so that more customers in market can attract towards buying company’s products. It is also recommended that company can also involve in various corporate social responsibilities all across the globe. This function will allow company to get in touch with all different potential customers that probably not an existing customer of company. Management of Marks and Spencer Company can involve customers in these corporate social responsibilities that will allow company to communicate with all such people across the globe about the brand and its objectives and also about the social responsibility company has undertaken. The corporate social responsibility operation would allow company to spread the awareness in people about the social responsibility and in case of company handling
successful social responsibility operation company will be able to boost its brand value across the globe. Company should also give priority over strategic innovation rather than only focusing over innovation. Strategic innovation is a strategic process of conducting innovation in favour of the organisation. Strategic innovation is a systematic approach to conduct innovation in favour of the organisation. On the basis of the available resources of Marks and Spencer Company innovation will be implemented in company. Marks and Spencer Company must cope up with the corporate governance principles and codes in order to channelize different business operations. Corporate governance is a codeofconductscompanycanusetochannelizebusinessoperations.Thisisthe responsibility and accountability of the company to deal with all the professional code of conducts mention in the corporate governance. Financial governance is also an integral part of the corporate governance function. This would support company in achieving all its business objectives in the most professional manner (Parakhina and et.al., 2017). Company must also come up with ethics in its business practices. Ethics play a huge role in expanding long term growth opportunities in favour of the organisation. It is recommended that ethical practices would support the organisation to establish its huge dominance across the globe in retail market. Both the ethical practices and corporate governance would allow company to achieve all its business objectives at a global level. This would also support company in expanding the business scale at more locations across the globe. CONCLUSION This report has projected different aspects related to market dominance of the company. Retail sector is among the fastest growing market sector across the globe. Various factors will also play a huge role for the company involved in retail sector business like innovation, strategic innovation, ethical practices, corporate governance and other associated aspects. Innovation also supports company in boosting long term growth rate of company. This allows company to boost its growth rate in both business practice and sales of company.
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REFERENCES Books and Journals Altukhova, L. A. and Semko, I. A., 2018. Strategic management of competitive agribusiness organizationsmodel.Международныйжурналперспективных исследований,8(2). Bergh, D. D. and et.al., 2016. Using meta‐analytic structural equation modeling to advance strategic management research: Guidelines and an empirical illustration via the strategic leadership‐performance relationship.Strategic Management Journal.37(3). pp.477-497. Cescon,F.,Costantini,A.andGrassetti,L.,2019.Strategicchoicesandstrategic management accounting in large manufacturing firms.Journal of Management and Governance.23(3). pp.605-636. Drnevich, P. L., Mahoney, J. T. and Schendel, D., 2020. Has strategic management research lost its way.Strategic Management Review.1(1). pp.1119-1127.
Konovalova, E. E. and et.al., 2018. Forming approaches to strategic management and developmentoftourismandhospitalityindustryintheregions.Journalof Environmental Management & Tourism.9(2 (26)). pp.241-247. Koseoglu, M. A., 2016. Growth and structure of authorship and co-authorship network in the strategicmanagementrealm:EvidencefromtheStrategicManagement Journal.BRQ Business Research Quarterly.19(3). pp.153-170. Leskaj,E.,2017.Thechallengesfacedbythestrategicmanagementofpublic organizations.Revista»AdministratiesiManagementPublic«(RAMP).(29). pp.151-161. Parakhina, V. and et.al., 2017. Strategic management in universities as a factor of their global competitiveness.International Journal of Educational Management. Vishnevskiy, K., Karasev, O. and Meissner, D., 2016. Integrated roadmaps for strategic managementand planning.TechnologicalForecastingand SocialChange.110. pp.153-166.