Strategic Analysis: Marks & Spencer's Sales Problems Post-2007
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This case study critically analyzes the strategic reasons behind Marks & Spencer's sales and marketing challenges since 2007. It explores contributory factors such as increased competition from brands like Primark and H&M, changing consumer preferences, and the impact of Brexit. The analysis covers the company's strategic approach, including product differentiation and the use of models like the BCG Matrix and Ansoff Matrix. The research methodology involves secondary data analysis, identifying themes like sub-branding issues, poor content, and competitive pressures. The study concludes with recommendations for Marks & Spencer to improve its consumer focus, adapt to online competition, and refine its strategic approach to regain market share and improve profitability. Desklib provides access to this and similar solved assignments.
Running head: MARKS AND SPENCERS
A critical analysis of the strategic reasons for the low sales and marketing problems that Mark
& Spencer has encountered since 2007.
Name of the Student
Name of the University
Author Note
A critical analysis of the strategic reasons for the low sales and marketing problems that Mark
& Spencer has encountered since 2007.
Name of the Student
Name of the University
Author Note
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1MARKS AND SPENCERS
Acknowledgements
To complete this research dissertation, I have taken considerable efforts and applied all my hard
work. However, this would not have been possible without the assistance and help of the
different people as present in my university. For this, through this note, I would like to extend
my thanks to all of them.
I am indebted to (Name of your Organization Guide) for their help and assistance throughout my
project and for the resource availability. Moreover, I would also like to thank my parents for
their help and assistance as well as regular cooperation. I would also like to extend my
acknowledgement to my mentor and colleagues without whom I would have not been able to
complete the project on time.
1
Acknowledgements
To complete this research dissertation, I have taken considerable efforts and applied all my hard
work. However, this would not have been possible without the assistance and help of the
different people as present in my university. For this, through this note, I would like to extend
my thanks to all of them.
I am indebted to (Name of your Organization Guide) for their help and assistance throughout my
project and for the resource availability. Moreover, I would also like to thank my parents for
their help and assistance as well as regular cooperation. I would also like to extend my
acknowledgement to my mentor and colleagues without whom I would have not been able to
complete the project on time.
1
2MARKS AND SPENCERS
Abstract
The business environment is highly competitive and dynamic in nature and this is the reason why
various firms have often faced considerable difficulties in sustaining their positioning in the
market. This report is based on the case study of Marks and Spencer’s and the analysis of the
strategic reasons why the firm has been facing problems since the last few years. The dissertation
aimed to find the strategic reasons for the different marketing and sales problem as encountered
for the firm. The chapter one has laid the background of the dissertation which was then
followed by the Review of Literature will conducted analysis on the different theories related to
Consumer behavior, Strategic management and the advertisement. The third chapter laid down
the research methodology of the paper and with respect to this, it can be mentioned that for the
paper the method of Secondary research analysis was used. Through the research, the reasons for
the problems being faced by the firm were found which have been discussed in the thematic
analysis and the last chapter comprises of the Conclusions and Recommendations based on the
same. The results found that the firm was facing issues due to sub branding, poor content and
increased competition.
2
Abstract
The business environment is highly competitive and dynamic in nature and this is the reason why
various firms have often faced considerable difficulties in sustaining their positioning in the
market. This report is based on the case study of Marks and Spencer’s and the analysis of the
strategic reasons why the firm has been facing problems since the last few years. The dissertation
aimed to find the strategic reasons for the different marketing and sales problem as encountered
for the firm. The chapter one has laid the background of the dissertation which was then
followed by the Review of Literature will conducted analysis on the different theories related to
Consumer behavior, Strategic management and the advertisement. The third chapter laid down
the research methodology of the paper and with respect to this, it can be mentioned that for the
paper the method of Secondary research analysis was used. Through the research, the reasons for
the problems being faced by the firm were found which have been discussed in the thematic
analysis and the last chapter comprises of the Conclusions and Recommendations based on the
same. The results found that the firm was facing issues due to sub branding, poor content and
increased competition.
2
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3MARKS AND SPENCERS
Table of Contents
Chapter 1 Introduction.....................................................................................................................8
1.0: Introduction..............................................................................................................................8
1.1 Background to the study........................................................................................................8
Annual report –Profitability Analysis....................................................................................10
1.2 Rationale of the study..........................................................................................................10
1.3 Problem Statement...............................................................................................................11
1.4 Aim of the study..................................................................................................................11
1.5 Objectives of the research....................................................................................................11
1.6 Research questions...............................................................................................................12
1.7 Literature review..................................................................................................................12
1.8 Research Methodology........................................................................................................13
1.8.1 Research process...........................................................................................................13
1.8.2 Data collection methods...............................................................................................13
1.8.3 Data analysis methods..................................................................................................14
1.8.4 Justification of methodology........................................................................................14
1.9 Limitation of the study.........................................................................................................15
1.10 Structure of the study.........................................................................................................15
1.11 Conclusion.........................................................................................................................16
3
Table of Contents
Chapter 1 Introduction.....................................................................................................................8
1.0: Introduction..............................................................................................................................8
1.1 Background to the study........................................................................................................8
Annual report –Profitability Analysis....................................................................................10
1.2 Rationale of the study..........................................................................................................10
1.3 Problem Statement...............................................................................................................11
1.4 Aim of the study..................................................................................................................11
1.5 Objectives of the research....................................................................................................11
1.6 Research questions...............................................................................................................12
1.7 Literature review..................................................................................................................12
1.8 Research Methodology........................................................................................................13
1.8.1 Research process...........................................................................................................13
1.8.2 Data collection methods...............................................................................................13
1.8.3 Data analysis methods..................................................................................................14
1.8.4 Justification of methodology........................................................................................14
1.9 Limitation of the study.........................................................................................................15
1.10 Structure of the study.........................................................................................................15
1.11 Conclusion.........................................................................................................................16
3
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4MARKS AND SPENCERS
Chapter 2: A review of the literature on consumer behavior, strategic management and
advertising marketing................................................................................................................17
2.0 Introduction..............................................................................................................................17
2.1 Consumer behavior..............................................................................................................17
2.1.1 Theory 1: Theory of Reasoned Action.........................................................................18
2.1.2 Theory 2: Engel, Kollet, Blackwell (EKB) Model.......................................................19
2.1.3. Theory 3: Hawkins Stern Impulse Buying..................................................................21
2.2 Strategic Management.........................................................................................................24
2.2.1 Theory 1: Porters Five forces.......................................................................................24
2.2.2 Theory 2: Ansoff Matrix...............................................................................................26
(Source: Kotler and Armstrong 2015)...................................................................................28
2.3 Advertising and marketing..................................................................................................29
2.3.1 Theory1: Marketing mix...............................................................................................30
2.3.2 Theory 2: Shifting loyalties.........................................................................................32
2.3.3 Theory 3: Imitative desire............................................................................................33
2.4 Conclusion...........................................................................................................................34
3.1.1 Primary research..........................................................................................................37
3.1.2. Secondary research..........................................................................................................37
3.1.3 Qualitative Approach........................................................................................................37
3.1.4 Quantitative approach.......................................................................................................38
4
Chapter 2: A review of the literature on consumer behavior, strategic management and
advertising marketing................................................................................................................17
2.0 Introduction..............................................................................................................................17
2.1 Consumer behavior..............................................................................................................17
2.1.1 Theory 1: Theory of Reasoned Action.........................................................................18
2.1.2 Theory 2: Engel, Kollet, Blackwell (EKB) Model.......................................................19
2.1.3. Theory 3: Hawkins Stern Impulse Buying..................................................................21
2.2 Strategic Management.........................................................................................................24
2.2.1 Theory 1: Porters Five forces.......................................................................................24
2.2.2 Theory 2: Ansoff Matrix...............................................................................................26
(Source: Kotler and Armstrong 2015)...................................................................................28
2.3 Advertising and marketing..................................................................................................29
2.3.1 Theory1: Marketing mix...............................................................................................30
2.3.2 Theory 2: Shifting loyalties.........................................................................................32
2.3.3 Theory 3: Imitative desire............................................................................................33
2.4 Conclusion...........................................................................................................................34
3.1.1 Primary research..........................................................................................................37
3.1.2. Secondary research..........................................................................................................37
3.1.3 Qualitative Approach........................................................................................................37
3.1.4 Quantitative approach.......................................................................................................38
4
5MARKS AND SPENCERS
3.1.5 Mixed Method..................................................................................................................38
Choice of method.......................................................................................................................38
3.2 Data Collection methods..........................................................................................................39
3.2.1 Questionnaires..................................................................................................................40
3.2.2 Interviews.........................................................................................................................40
3.2.3 Survey...............................................................................................................................40
3.2.4 Sampling Methods............................................................................................................41
3.2.5 Business reviews and Journals..........................................................................................41
3.2.1 Research Onion.................................................................................................................42
3.4 Hypothesis Development....................................................................................................44
3.5 Research design..................................................................................................................44
3.6.1 Limitations of the research methods used........................................................................47
3.7 Conclusion...............................................................................................................................47
Chapter 4: Findings and Analysis.................................................................................................48
4.1 Introduction..............................................................................................................................48
4.2 Thematic analysis....................................................................................................................48
Justification and chosen approach.............................................................................................49
Discussion..................................................................................................................................49
Theme 1.....................................................................................................................................49
Theme 2.....................................................................................................................................52
5
3.1.5 Mixed Method..................................................................................................................38
Choice of method.......................................................................................................................38
3.2 Data Collection methods..........................................................................................................39
3.2.1 Questionnaires..................................................................................................................40
3.2.2 Interviews.........................................................................................................................40
3.2.3 Survey...............................................................................................................................40
3.2.4 Sampling Methods............................................................................................................41
3.2.5 Business reviews and Journals..........................................................................................41
3.2.1 Research Onion.................................................................................................................42
3.4 Hypothesis Development....................................................................................................44
3.5 Research design..................................................................................................................44
3.6.1 Limitations of the research methods used........................................................................47
3.7 Conclusion...............................................................................................................................47
Chapter 4: Findings and Analysis.................................................................................................48
4.1 Introduction..............................................................................................................................48
4.2 Thematic analysis....................................................................................................................48
Justification and chosen approach.............................................................................................49
Discussion..................................................................................................................................49
Theme 1.....................................................................................................................................49
Theme 2.....................................................................................................................................52
5
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Theme 3.....................................................................................................................................55
Theme 4:....................................................................................................................................57
4.3 Critical Analysis of the findings and comparison to Literature...............................................59
4.4 Answer to Research Questions................................................................................................64
4.5 Conclusion...............................................................................................................................64
Chapter 5: Conclusion and Recommendations..............................................................................66
5.0 Introduction..............................................................................................................................66
5.1 Conclusions on Objectives......................................................................................................66
5.2 Contributions...........................................................................................................................68
5.3 Recommendations....................................................................................................................69
5.4 Future Scope............................................................................................................................71
References......................................................................................................................................72
Appendix........................................................................................................................................76
6
Theme 3.....................................................................................................................................55
Theme 4:....................................................................................................................................57
4.3 Critical Analysis of the findings and comparison to Literature...............................................59
4.4 Answer to Research Questions................................................................................................64
4.5 Conclusion...............................................................................................................................64
Chapter 5: Conclusion and Recommendations..............................................................................66
5.0 Introduction..............................................................................................................................66
5.1 Conclusions on Objectives......................................................................................................66
5.2 Contributions...........................................................................................................................68
5.3 Recommendations....................................................................................................................69
5.4 Future Scope............................................................................................................................71
References......................................................................................................................................72
Appendix........................................................................................................................................76
6
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7MARKS AND SPENCERS
List of figures
Figure 1.1: The profitability analysis of Marks and Spencer’s (2018)..........................................10
Figure 2.1.1: The theory of Reasoned Action................................................................................19
Figure 2.1.2: The EKB Model.......................................................................................................21
Figure 2.1.3. Hawkins Stern Impulse Buying................................................................................23
Figure 2.2.1 Porters Five forces.....................................................................................................26
2.2.2 Ansoff Matrix.......................................................................................................................28
Figure 2.3.1 Marketing mix...........................................................................................................31
Figure 2.3.3 Imitative desire..........................................................................................................34
Figure 3.2. Data collection Process...............................................................................................39
Figure 3.2.1: The research Onion..................................................................................................42
Figure 4.2.1: The financial performance of the firm.....................................................................51
Figure 4.2.2: The Marks and Spencer`s overall performance.......................................................52
Figure 4.2.3: The retail industry outlook of the United Kingdom.................................................54
Figure 4.2.4: The UK food retail sector.........................................................................................55
Figure 4.2.5: The market share of Marks and Spencer’s faced considerable competition in the
recent times....................................................................................................................................56
Figure 4.2.6: The competitive positioning of the Marks and Spencer’s........................................58
Figure 4.2.7: The overall popularity of Marks and Spencer’s.......................................................59
Figure 4.3.1: The Advertising and promotional extent of Marks and Spencer’s..........................60
Figure 4.3.2: The financial and operational performance statistics...............................................60
Figure 4.3.3: The UK Advertisement investment data in the retail sector....................................61
Figure 4.3.4: The Marks and Spencer`s way of performance........................................................63
7
List of figures
Figure 1.1: The profitability analysis of Marks and Spencer’s (2018)..........................................10
Figure 2.1.1: The theory of Reasoned Action................................................................................19
Figure 2.1.2: The EKB Model.......................................................................................................21
Figure 2.1.3. Hawkins Stern Impulse Buying................................................................................23
Figure 2.2.1 Porters Five forces.....................................................................................................26
2.2.2 Ansoff Matrix.......................................................................................................................28
Figure 2.3.1 Marketing mix...........................................................................................................31
Figure 2.3.3 Imitative desire..........................................................................................................34
Figure 3.2. Data collection Process...............................................................................................39
Figure 3.2.1: The research Onion..................................................................................................42
Figure 4.2.1: The financial performance of the firm.....................................................................51
Figure 4.2.2: The Marks and Spencer`s overall performance.......................................................52
Figure 4.2.3: The retail industry outlook of the United Kingdom.................................................54
Figure 4.2.4: The UK food retail sector.........................................................................................55
Figure 4.2.5: The market share of Marks and Spencer’s faced considerable competition in the
recent times....................................................................................................................................56
Figure 4.2.6: The competitive positioning of the Marks and Spencer’s........................................58
Figure 4.2.7: The overall popularity of Marks and Spencer’s.......................................................59
Figure 4.3.1: The Advertising and promotional extent of Marks and Spencer’s..........................60
Figure 4.3.2: The financial and operational performance statistics...............................................60
Figure 4.3.3: The UK Advertisement investment data in the retail sector....................................61
Figure 4.3.4: The Marks and Spencer`s way of performance........................................................63
7
8MARKS AND SPENCERS
Chapter 1 Introduction
1.0: Introduction
The dissertation is aimed at critically analyzing the reasons why the Mark & Spencer’s
has faced certain problems since the year 2007. The dissertation critically analyze the various
contributory factors that has caused Marks and Spencer’s to suffer its current problems and what
was the strategic approach of the organization towards solving the problems. This chapter will be
laying down the overall background of the research which will then be followed by the format of
the dissertation, a brief overview of Marks and Spencer’s and an analysis of the reasons why the
firm has been faced by the given set of problems.
1.1 Background to the study
The Marks and Spencer`s organization has been facing serious concerns with respect to
the profitability of the business and also in concern to the overall culture of the organization. The
latest profitability reports have suggested that there has been a fall in the pretax profit of the firm
and that it is highly linked to the aspect of store closures which existed. In addition to this,
Marks and Spencer’s is also under the planning of closing down more stores by the year 2022 as
it plans to undertake a five year transformation program. According to Kotler and Armstrong
(2015), the main cause of the problems being faced by the organization can be stated to culture
of the firm. The Chief executive believes that there exists an urgent need of change in the overall
culture of the firm and that Marks and Spencer’s will now require to become a faster and lower
cost business which will be digitalized in nature. The primary problem with some of the
8
Chapter 1 Introduction
1.0: Introduction
The dissertation is aimed at critically analyzing the reasons why the Mark & Spencer’s
has faced certain problems since the year 2007. The dissertation critically analyze the various
contributory factors that has caused Marks and Spencer’s to suffer its current problems and what
was the strategic approach of the organization towards solving the problems. This chapter will be
laying down the overall background of the research which will then be followed by the format of
the dissertation, a brief overview of Marks and Spencer’s and an analysis of the reasons why the
firm has been faced by the given set of problems.
1.1 Background to the study
The Marks and Spencer`s organization has been facing serious concerns with respect to
the profitability of the business and also in concern to the overall culture of the organization. The
latest profitability reports have suggested that there has been a fall in the pretax profit of the firm
and that it is highly linked to the aspect of store closures which existed. In addition to this,
Marks and Spencer’s is also under the planning of closing down more stores by the year 2022 as
it plans to undertake a five year transformation program. According to Kotler and Armstrong
(2015), the main cause of the problems being faced by the organization can be stated to culture
of the firm. The Chief executive believes that there exists an urgent need of change in the overall
culture of the firm and that Marks and Spencer’s will now require to become a faster and lower
cost business which will be digitalized in nature. The primary problem with some of the
8
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9MARKS AND SPENCERS
segments of Marks and Spencer’s can be stated to be the rise in the competition from various
brands like Primark and Next. In addition to this, it also needs to be understood that, although the
company has been engaging in glamourous offerings and other advertisement initiatives
however, the different customers have become highly cost conscious in nature and in addition to
this, they do not prefer making the purchase of these items.
According to Theguardian.com (2018), the competition Primark and H and M have
improved their quality and at the same time have been providing goods which are particularly
cheap in nature. In addition to this, the Marks and Spencer’s has been in consistent criticism
which tends to add to the confusion of the customers. Coming back to the food business, the
organization`s margins have been squeezed as the cost of stocking has been increasing
considerably and this may affect the overall profitability of the firm. According to
Marksandspencer.com (2019), the different analysts are under the belief that the traditional
retailers are facing the issue of the rising costs and the online competition has destroyed the
overall sales of the firm as well. Hence, in the particular scenario the business would be required
to shift their operations to an online base and in lieu of this they would be required to ensure that
they are successful able to bring their operations back on track. In addition to this, the Brexit
upheaval has also brought about a considerable sense of upheaval amongst the different retailers
and has added up to the overall cost pressures of the firm. In addition to this, it has led to a
conscious spending from the side of the different shoppers (Independent.ie 2018). The Brexit
state can be stated to be a real stress for the retail sector and the economy is in a considerably
weak condition to fulfill the overall objectives of the organization.
The primary target market base of the organization can be stated to be the upper middle
class and the premium customers who can afford the luxurious offers made by the organization.
9
segments of Marks and Spencer’s can be stated to be the rise in the competition from various
brands like Primark and Next. In addition to this, it also needs to be understood that, although the
company has been engaging in glamourous offerings and other advertisement initiatives
however, the different customers have become highly cost conscious in nature and in addition to
this, they do not prefer making the purchase of these items.
According to Theguardian.com (2018), the competition Primark and H and M have
improved their quality and at the same time have been providing goods which are particularly
cheap in nature. In addition to this, the Marks and Spencer’s has been in consistent criticism
which tends to add to the confusion of the customers. Coming back to the food business, the
organization`s margins have been squeezed as the cost of stocking has been increasing
considerably and this may affect the overall profitability of the firm. According to
Marksandspencer.com (2019), the different analysts are under the belief that the traditional
retailers are facing the issue of the rising costs and the online competition has destroyed the
overall sales of the firm as well. Hence, in the particular scenario the business would be required
to shift their operations to an online base and in lieu of this they would be required to ensure that
they are successful able to bring their operations back on track. In addition to this, the Brexit
upheaval has also brought about a considerable sense of upheaval amongst the different retailers
and has added up to the overall cost pressures of the firm. In addition to this, it has led to a
conscious spending from the side of the different shoppers (Independent.ie 2018). The Brexit
state can be stated to be a real stress for the retail sector and the economy is in a considerably
weak condition to fulfill the overall objectives of the organization.
The primary target market base of the organization can be stated to be the upper middle
class and the premium customers who can afford the luxurious offers made by the organization.
9
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10MARKS AND SPENCERS
These customers believe in the premium goods and imported items which is generously offered
by the firm. According to Marksandspencer.com (2019), it needs to be understood that Marks
and Spencer`s would be required to change the targeted market so as to ensure that it is able to
improve its sales and revenue successfully.
Annual report –Profitability Analysis
Year 2018
Sales 10699
Operating Profits 670
Net profits 455
1
0 2000 4000 6000 8000 10000 12000
Profitability analysis
Net profits Operating Profits Sales
Figure 1.1: The profitability analysis of Marks and Spencer’s (2018)
1.2 Rationale of the study
The primary strategic approach which is followed by Marks and Spencer’s can be stated
to be product differentiation. The organization engages in the differentiation of the products and
10
These customers believe in the premium goods and imported items which is generously offered
by the firm. According to Marksandspencer.com (2019), it needs to be understood that Marks
and Spencer`s would be required to change the targeted market so as to ensure that it is able to
improve its sales and revenue successfully.
Annual report –Profitability Analysis
Year 2018
Sales 10699
Operating Profits 670
Net profits 455
1
0 2000 4000 6000 8000 10000 12000
Profitability analysis
Net profits Operating Profits Sales
Figure 1.1: The profitability analysis of Marks and Spencer’s (2018)
1.2 Rationale of the study
The primary strategic approach which is followed by Marks and Spencer’s can be stated
to be product differentiation. The organization engages in the differentiation of the products and
10
11MARKS AND SPENCERS
services in a manner such that, they are able to pay a premium price for the products. In the food
segment, the organization follows a generic strategy and focuses on the higher segment of the
market. Moreover, when associated with the clothing, the organization follows an overall
differentiation strategy with respect to this, the organization aims to supply goods to a selected
group of members (Marksandspencer.com 2019). The organization engages in adequate
strategic development by making application of the strategic models of BCG Matrix and
Ansoff`s Matrix. However, it can be stated that, the company needs to become more consumer
centric in nature and understand the overall consumer behavior which will help the organization
in bringing about the adequate changes which are required to take place in order to meet the
needs of the consumers
1.3 Problem Statement
The particular problem which will be analyzed in this particular research dissertation can
be stated to be the problem related to the issues which have been leading to various problems at
Marks and Spencer’s since the year 2007. This means that, the organization has been facing a
large number of problems since the year 2007 due to some of the different reasons as stated
previously and hence, in lieu of this this research aims to recognize the strategic decisions which
led to these problems and provide a critical analysis of the same.
1.4 Aim of the study
The aim of this dissertation is to understand and critically analyze the different problems
which are being faced by the organization since the year 2007 and to figure out the strategic
decisions which lead to the given problems.
1.5 Objectives of the research
The objectives of the given research can be stated to be as follows:
11
services in a manner such that, they are able to pay a premium price for the products. In the food
segment, the organization follows a generic strategy and focuses on the higher segment of the
market. Moreover, when associated with the clothing, the organization follows an overall
differentiation strategy with respect to this, the organization aims to supply goods to a selected
group of members (Marksandspencer.com 2019). The organization engages in adequate
strategic development by making application of the strategic models of BCG Matrix and
Ansoff`s Matrix. However, it can be stated that, the company needs to become more consumer
centric in nature and understand the overall consumer behavior which will help the organization
in bringing about the adequate changes which are required to take place in order to meet the
needs of the consumers
1.3 Problem Statement
The particular problem which will be analyzed in this particular research dissertation can
be stated to be the problem related to the issues which have been leading to various problems at
Marks and Spencer’s since the year 2007. This means that, the organization has been facing a
large number of problems since the year 2007 due to some of the different reasons as stated
previously and hence, in lieu of this this research aims to recognize the strategic decisions which
led to these problems and provide a critical analysis of the same.
1.4 Aim of the study
The aim of this dissertation is to understand and critically analyze the different problems
which are being faced by the organization since the year 2007 and to figure out the strategic
decisions which lead to the given problems.
1.5 Objectives of the research
The objectives of the given research can be stated to be as follows:
11
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