Strategic Management for Marks and Spencer

This document discusses strategic management methods, leadership styles, change management, and sustainability strategy for Marks and Spencer. It provides insights into the BCG matrix, Ansoff matrix, leadership styles of Steve Rowe and Archie Norman, and the Kaleidoscope method. It also explores the change management process and the sustainability strategy of the company.

STRATEGIC MANAGEMENT

Table of Contents
STRATEGIC MANAGEMENT.....................................................................................................1
INTRODUCTION...........................................................................................................................3
METHODS OF DEVELOPMENT.................................................................................................3
BCG Matrix:...............................................................................................................................3
Ansoff matrix:............................................................................................................................4
Strategic importance.................................................................................................................4
LEADERSHIP STYLES.................................................................................................................4
Types of leadership are as follows............................................................................................5
CHANGE MANAGEMENT...........................................................................................................6
Change management of marks and spencer company...........................................................6
Kaleidoscope method and why is it necessary.........................................................................6
Critically apply the Kaleidoscope to the M&S company.......................................................7
Comparison of kaleidoscope method with change management...........................................7
SUSTAINABILITY STRATEGY...................................................................................................7
Objectives of the mission...........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic management is a term that is coined to explain the set of managerial decisions and
actions in a management. The company that is opted is the Marks and Spencer’s. M&S is said to
be one of the leading retailers in the United Kingdom which is operating on almost 600 stores
with a good stipulated workforce. As of now the company is a leading producers of the products,
that are useful for women like clothing and night wear. Within a short span, the company has
attained a good name and fame and is operating on a subtle basis. The report deals with the
concerns that are related to the strategic management that with regards to the company Marks
and Spencer. The company M&S is a growing retailer in the UK that is operating both online and
offline. It started as a small store earlier and now trading in almost 800 regions with its
spectacular outcomes.
METHODS OF DEVELOPMENT
The development of a company lies in the methods that are adopted. The methods that will
enrich the sources and those that will make the company reach its crest. Following are the
methods that are applied to the company:
BCG Matrix:
The BCG matrix of M&S will make the company develop business strategies (Mohajan, 2017).
The four components of the method as applied to the company are as follows:
Stars: for the company the financial services strategic unit is the star. It depicts that the company
has an enormous market in the future. From this SBU the company earns a good amount and has
a significant economy.
Cash cow: the supplier services strategic unit is denoted by cow for the company. This is being
used like for over a long time and it is said that with this, the company is now able to earn a good
revenue.
Question marks: the local foods strategic unit is denoted by the question marks. With the very
recent trends in the marketing in today’s world, the consumers are more interested in opting for
local foods (Cockburn and Cockburn-Wootten, 2017). In spite of all this, the company has low
market share in this particular segment.

Dogs: the plastic bags strategic business unit is the bags in the company. This unit is said to be in
loss for the last 5 years. The decline in the environmental concerns lead the company to grow in
loss. The recommendation here is to divest this loss and work on minimising the negativity.
Ansoff matrix:
This method employs the strategic option (Rapley, 2017). The Ansoff matrix of Marks and
Spencer’s is as follows:
Market penetration: through market penetration existing products of the firm are put into market.
Market development: this is a process to search for the markets that are in a good state in order to
place the product.
Product development: in this the company develops products that are best suitable for the
existing markets.
Diversification: in this stage the new products are being developed for the new expansions of
M&S.
Strategic importance
The strategic importance lies in the strategic plans that are adopted by the company. the strategic
plans that are used and adopted by the competitors worked very effectively in this regard. For the
company to face the greatest loss, it is because of the poor strategic plans that were not able to
compete the other companies such as Next, which is the competitor of marks and spencer.
LEADERSHIP STYLES
Leadership and management are two different aspects. Leadership is said to be known as the
individual’s ability to influence and encourage the members in the team or in an organization to
bring the best out of them to achieve the organizational objectives or goals. And the management
is a social process that deals with administering, planning and making sure that all the activities
are carried out as per the schedule.
WHAT SOUGHT OF LEADERSHIP STYLE DOES STEVE ROWE AND ARCHIE
NORMAN POSSESS
Leadership Style means behaviour a leader possesses while guiding and motivating team
members. Here are two important and best businessmen Steve Rowe and Archie Norman who
possess great leadership styles . Both of them took the decision of closing 100’s of non-profitable

stores of M&S for the next five years down the line in order to make sure that online sales grows
by 30%.
Steve Rowe and Archie Norman: Stephen Joseph Rowe and Archie Norman, the British
Businessman and the CEO and the chairman of renowned Marks and Spencer Company.
Steve Rowe posses Authoritative Leadership Style which means entire control is in hands of the
leaders, they sets goals and mobilizes team members to reach goal. They even give a better
freedom to team members but will not take their advice (Leite, 2020). Steve Rowe gave new and
additional responsibilities to employees to make them more enthusiastic while doing work and
more focus was on customers. By doing this his only aim was to move towards the goal
smoothly.
Norman is the head of grocery part. When he got hired in the company he had zero experience
regarding the grocery business. So he created a management team that will assist him about all
his new ideas towards the grocery. Further he even created a new team to take care of the
different parts of organization. His main aim was to change the business to a competitive market
for that purpose he started visiting the markets at ground level to get more ideas, so that it will be
effective to move towards the objectives. This even enabled him to understand the problems in
the business and to motivate his fellow members to reach the goal.
EXPLAIN TRANSACTIONAL, TRANSFORMANTIONAL AND SITUATIONAL
LEADERSHIP
Transactional Leadership Style: These type of leaders will not feel comfortable to discuss the
new plans with the rest of the employees and they even sets rewards and punishments for the
accomplishment of objectives. This type was chosen in M&S because certain category of people
doesn’t have any idea regarding the field they are working in. So the instructions are passed to
them directly without any discussion.
Transformational Leadership Style: These type of leaders are ready to discuss about any plan
with the team members before its execution. If M&S company opts this type of leadership then
there will be communication and trust between the company and the employees resulting in a
productive and effective output
Situational Leadership Style: It means the leaders should adapt to different leadership styles
depending upon the situation. This will also allow empowering the new employees in the
organization. Marks and Spencer Company uses this type of leadership style to allow the

employees complete the work within the given timeframe and to meet the demands in different
situations.
WHAT CHANGE OF LEADERSHIP STYLE IS REQUIRED IN KALEIDO SCOPE
The change that is required in Kaleido scope is Daniel Goleman’s “Emotional Intelligence”
Leadership Style. By adapting to this style the leaders will make sure the company will have
healthy working environment. Many employees in the organization reveals that they lack the
motivation of continuous learning. In M&S the management team adapt to emotional
intelligence so that the employees can manage their career and build self confidence,
trustworthiness, and innovation and can regulate self control.
CHANGE MANAGEMENT
It is a method and manners of successfully adopting and using the change within the company It
is an approach of transmitting the individuals, teams and organizations from present state to
future or desired state. Here ultimately the employees should undergo change in how they do
their jobs. The team’s ability to adopt to a change will ultimately show its impact on the
company’s bottom line (Morin, 2018). It deals with three different aspects, adapting to change,
controlling the change and affecting the change.
CHANGE MANAGEMENT OF MARKS AND SPENCER COMPANY
Marks and Spencer company was started by Michael Marks in Leeds Market in 1881. The
company deals with selling cloth, luxury and food production. The company is trying to improve
their product line and market they undertook many project to improve performances. For this
purpose the company adopted the change management model by providing some guidelines or
disciplines, developing a core team, micromanagement team for involving in day to day
meetings.
KALEDIO SCOPE METHOD and WHY IS IT NECESSARY
It is a framework developed by Hailey and Hope in 2002. It helps the management to design a
context approach to change within the company (Haendler and et.al, 2017). The Kaleidoscope
contains an external ring which deals about what and why certain things should be changed, the
middle ring contains more specific changes and an inner ring provides a range of choices for the
company to use.
CRITICALLY APPLY THE KALEDIO SCOPE TO THE M&S COMPANY

The main contextual aspects of this method are and how the M&S Company adopted these
aspects;
Time: The Mark and Spencer Company felt that there should be a change when its food revenue
started to decline by 0.6%.
Scope: It is degree of change required during transformation. The company saw a decline in
revenue by 3.6% mainly in clothing and home aspects. In clothing the main issue was size ratios
and in home was prize. So the company decide to bring a change by reducing the options and
reducing the percentage discount and sticking to the ‘first price, right price’ policy.
Preservation: For preservation, the company switched the employees between food and clothing
and home divisions and it even used “Fuse “ program, where the excess will be removed and
more new products will be available at the store.
Diversity: It means understanding that every individual is unique. In this method it is about
having a degree of diversity among the employees who should undertake the change. So M&S
ensures that all the employees be it at the higher level or lower level are treated equally. The
company also shares the employees details like gender pay gap to public making sure that the
company drive towards equality.
Capability: The Company is very strong in food aspects like quality and freshness after
implementing change in terms of reshaping store, materials, and infrastructure and so on.
Capacity: The Company in 2019 made a 50% partnership with Ocado Group where this group
will transform the grocery store to an online platform making the purchase for clients easier and
the M&S will get 50% of its share from the group.
Power: The Company’s plan to move to faster retail management structure acted as an initiation
of change for the company.
Readiness: As the company is undertaking many projects, it will make sure that the employees
are aware about the need for change and allowing themselves to go under a personal change if
required.
COMPARISION OF KALEDIO SCOPE METHOD WITH CHANGE MANAGEMENT
Change Management as said deals with implementing the change and Kaleidoscope helps the
management to design the approaches or the things to change. During this plan, the change can
be successfully implemented in the organization or company only when the employees receive,
understand and accept the reasons for the change. Providing this information is well explained by

the Kaleidoscope because it has given a detailed list about why there should be change and need
for the change and how to change reactively when there is a difficult time.
SUSTAINABILITY STRATEGY
Sustainability is defined as the perspective that requires potential of an organisation to cope up
and stand amidst of the atrocities. The company in order to sustain in the marketing world is
launching the programmes that are required for it to overcome atrocities on a long run. For this
purpose, the organisation is planning to launch a strategic plan A in the year 2021. This
programme is to address the changing environmental and global needs. With the help of new
ESG Board Sub-Committee the company is planning to come up with the sustainable strategies
that are required by the company. This strategy was launched in the year 2007 as one of the
pioneering strategy that focused upon moving ahead with the focus of 2025 agenda of
development. The company informed that the norms of the strategy will be updated in the year
2021. This is to accelerate the crisis in the up coming years. The company is involved in
creating the most flourishing results in the retailing sector. the products that are in sale with the
company are managed strategically (Moore and et.al, 2017). This particular raise in strategies to
exceed the expectations is due to the current pandemic situation, that has almost unleased the
existence of many companies and industries. The relaunch of this mission is going to be a bash
and is planned to restart from the 16th December. The earlier plan that was launched in 2007 was
able to deliver the output to 296 eco and ethical commitments.
Objectives of the mission
Like any other strategy the objectives of this strategic mission were almost similar. Yet the
company with its prior vision focused upon moving the following objectives:
Vision
The company main object was the vision against accomplishing the goals and to sustain in the
field. There are many other companies that are working towards the growth of being the best.
The company’s vision was to be the best out of the lot in the future.
Mission
The mission of the company is to give stipulated products maintaining the quality. The quality is
the main concern of the retailing industries. People will aim towards maintaining better quality
standards. Therefore, the company aimed at delivering quality products to their customers.
Values

In order to excel in the field of retailing there are few ethics and principles that are to be
maintained. The trust is one of the important criteria which every customer ensures. When this is
properly maintained, there will a good customer demand to the company.
Freshness
The major yet a usual object seen in the retailing sector is the freshness. The freshness with
regards to thoughts, implementations and ideologies that which are necessary to draw the crowd
towards purchasing the products. The company M&S values this particular trait and offers its
customers the essence of the freshness in its products and implementations.
CONCLUSION
The entire report deals with the strategic management. Strategic management is associated with
the implementations and the examinations that are required by a company when it is in the
marketing world. There are many companies in the marketing world that are in a hustle about
reaching the crest. The company Marks and Spencer with its strategic implementation is striving
hard to reach the point of being the best. the different leadership styles are explained in the report
and that which is adopted by the company is the consulting leadership which involves others in
the decision-making processes. The development methods that that are required for the
company’s rise are put forth in the report. The change management with the related kaleidoscope
analysis ios also included to bring out the essence of change management.

REFERENCES
Books and journals
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Galli, 2018. Change management models: A comparative analysis and concerns. IEEE
Engineering Management Review. 46(3). pp.124-132.
Moore and et.al, 2017. Developing a comprehensive definition of sustainability. Implementation
Science. 12(1). p.110.
Velikorossov and et.al, 2020. Strategic management.
Mohajan, 2017. An analysis on BCG Growth sharing matrix.
Cockburn and Cockburn-Wootten, 2017. Strategic Blindness and CSR-2017 Updated Draft# 1
(Presentation Slides). Available at SSRN 3079532.
Rapley, 2017. Case Study: Where Next for Next?. Teaching Business & Economics. 21(1). pp.4-
8.
Leite, 2020. Marks & spencer out of fashion the case of an outdated brick and mortar (Doctoral
dissertation).
Morin, 2018. Leadership and Change Management. Scientific e-Resources.
Haendler and et.al, 2017, May. Towards triaging code-smell candidates via runtime scenarios
and method-call dependencies. In Proceedings of the XP2017 Scientific Workshops (pp. 1-
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https://www.academia.edu/9612815/CHANGE_MANAGEMENT_AT_MARKS_and_SPENCE
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https://www.ukessays.com/essays/business/reviewing-the-leadership-style-and-organizational-
culture-of-marks-and-spencer-business-essay.php>
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