Consultancy Project Report: Causes Behind M&S Sales Decline in the UK
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This consultancy project report investigates the major causes behind the decline in sales of Marks and Spencer (M&S) in the UK. The report begins with an overview of the research, including the background, rationale, aim, objectives, and research questions. It then delves into a literature review, examining current trends in the retail sector, the causes behind M&S's sales decline, and strategies for improvement like revamping stores and websites. The methodology section details the research approach, design, data collection, and analysis methods. The report then presents and interprets the data analysis, followed by a discussion of the findings. The conclusion summarizes the key points and offers recommendations for M&S. The report covers various aspects like the retail sector trends, the impact of online sales, and the importance of adapting to changing consumer demands. It highlights factors that negatively impact sales and provides insights into how M&S can improve its performance. The research utilizes secondary sources, including journals and articles to analyze the sales decline.
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Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of Research............................................................................................................1
Background of Research.........................................................................................................1
Rationale of Research.............................................................................................................3
Research Aim.........................................................................................................................3
Research Objectives...............................................................................................................3
Research Questions................................................................................................................4
Outline of Methodology.........................................................................................................4
Research significance.............................................................................................................4
Dissertation Structure.............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Current trends in the Retail sector..........................................................................................7
Major causes behind sales decline of M&S...........................................................................9
Revamping stores and website as a strategy to encourage sales for M&S...........................11
RESEARCH METHODOLOGY ..................................................................................................13
Type of investigation............................................................................................................13
Research Philosophy............................................................................................................14
Research Approach...............................................................................................................15
Research Strategy.................................................................................................................15
Research Design...................................................................................................................16
Data collection......................................................................................................................17
Data Analysis........................................................................................................................18
Sampling...............................................................................................................................18
Ethical Consideration...........................................................................................................19
Validity and reliability..........................................................................................................19
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of Research............................................................................................................1
Background of Research.........................................................................................................1
Rationale of Research.............................................................................................................3
Research Aim.........................................................................................................................3
Research Objectives...............................................................................................................3
Research Questions................................................................................................................4
Outline of Methodology.........................................................................................................4
Research significance.............................................................................................................4
Dissertation Structure.............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Current trends in the Retail sector..........................................................................................7
Major causes behind sales decline of M&S...........................................................................9
Revamping stores and website as a strategy to encourage sales for M&S...........................11
RESEARCH METHODOLOGY ..................................................................................................13
Type of investigation............................................................................................................13
Research Philosophy............................................................................................................14
Research Approach...............................................................................................................15
Research Strategy.................................................................................................................15
Research Design...................................................................................................................16
Data collection......................................................................................................................17
Data Analysis........................................................................................................................18
Sampling...............................................................................................................................18
Ethical Consideration...........................................................................................................19
Validity and reliability..........................................................................................................19
DATA ANALYSIS AND INTERPRETATION .........................................................................21
DISCUSSION................................................................................................................................43
CONCLUSION AND RECOMMENDATIONS..........................................................................46
Chapter overview..................................................................................................................46
Conclusion ...........................................................................................................................46
Research Implications / Recommendations..........................................................................47
REFERENCES..............................................................................................................................49
DISCUSSION................................................................................................................................43
CONCLUSION AND RECOMMENDATIONS..........................................................................46
Chapter overview..................................................................................................................46
Conclusion ...........................................................................................................................46
Research Implications / Recommendations..........................................................................47
REFERENCES..............................................................................................................................49
TOPIC: To investigate the major causes behind decline in sales of Marks and Spencer in
UK.
CHAPTER 1: INTRODUCTION
Overview of Research
Sales are the activities concerned to selling the products and services in given period of
time. It is contract among buyer and seller of specific service or goods. Sales identified that seller
gives consumer with products in exchange for particular assets or money. To finish sale, both
seller and consumer have to considered to be more competent to make transaction. To increase
sales of business, marketing department plays a necessary role. Company should focus on
producing goods on the basis of customer demand and also providing them goods accordingly.
Through this, they will be loyal towards it and sustain for long period of time. This investigation
is based on main causes behind decline in the sales of Marks and Spencer in UK. It explains the
causes of sales in detailed manner. It provides information about the main factors which
negatively impact on sales of company (Amankwah-Amoah, Zhang and Sarpong, 2013). The
literature review will be conducted by using the secondary sources which provide information
within less period of time. Through using research methodology, researcher can able to gather
information and analyse for getting positive conclusion.
Background of Research
Marks & Spencer is British multinational retailer founded in year 1884. It is specialising
in selling the home products, foods items and high quality of the clothing. Now it started to sell
the branded products such as Kellogg Corn Flakes. This company has more than 1463 stores in
different countries of world including United Kingdom. The mission of Marks & Spencer is to
build core values on value, innovation quality and trust. It provides high quality of goods to
which can satisfy needs and demands of consumers (Bian and Veloutsou, 2017). Marks &
Spencer company might not be most used supermarket of nation but every year this taps more in
to grocery market of UK that focus from clothing to the food retail. This organisation is having
the massive end of season out that slashing cost of chosen home ware and fashion items across
all the departments. The firm has been reported fall in sales as well as in profits as this continues
to execute main programme. In this, pre – tax profits were down by 10% in year to 31 March at
£523.2m (Riley, 2019). Closure of the 14 stores of Marks and Spencer paradise these all the loss
UK.
CHAPTER 1: INTRODUCTION
Overview of Research
Sales are the activities concerned to selling the products and services in given period of
time. It is contract among buyer and seller of specific service or goods. Sales identified that seller
gives consumer with products in exchange for particular assets or money. To finish sale, both
seller and consumer have to considered to be more competent to make transaction. To increase
sales of business, marketing department plays a necessary role. Company should focus on
producing goods on the basis of customer demand and also providing them goods accordingly.
Through this, they will be loyal towards it and sustain for long period of time. This investigation
is based on main causes behind decline in the sales of Marks and Spencer in UK. It explains the
causes of sales in detailed manner. It provides information about the main factors which
negatively impact on sales of company (Amankwah-Amoah, Zhang and Sarpong, 2013). The
literature review will be conducted by using the secondary sources which provide information
within less period of time. Through using research methodology, researcher can able to gather
information and analyse for getting positive conclusion.
Background of Research
Marks & Spencer is British multinational retailer founded in year 1884. It is specialising
in selling the home products, foods items and high quality of the clothing. Now it started to sell
the branded products such as Kellogg Corn Flakes. This company has more than 1463 stores in
different countries of world including United Kingdom. The mission of Marks & Spencer is to
build core values on value, innovation quality and trust. It provides high quality of goods to
which can satisfy needs and demands of consumers (Bian and Veloutsou, 2017). Marks &
Spencer company might not be most used supermarket of nation but every year this taps more in
to grocery market of UK that focus from clothing to the food retail. This organisation is having
the massive end of season out that slashing cost of chosen home ware and fashion items across
all the departments. The firm has been reported fall in sales as well as in profits as this continues
to execute main programme. In this, pre – tax profits were down by 10% in year to 31 March at
£523.2m (Riley, 2019). Closure of the 14 stores of Marks and Spencer paradise these all the loss
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upcoming jobs come off back of “radical transformation” of firm that has been seen firm close
almost 22 clothing stores. round 600 jobs. This is anticipating that with close of 100 stores there
will be 4300 jobs at risk (Burt and et. al., 2012).
2
almost 22 clothing stores. round 600 jobs. This is anticipating that with close of 100 stores there
will be 4300 jobs at risk (Burt and et. al., 2012).
2
Rationale of Research
This research is taken in to consideration on major causes behind decline in sales of
Marks and Spencer in UK. Potential reason to conduct this investigation is that it conducts wide
area of the study that explores knowledge and idea base of a learner strong which interested in
same area of the study. It helps in increase knowledge of learner so that it can able to perform
research activities in an effective manner without facing any issues. This present study has the
practical and academic importance so it gives brief analysis on chosen research area. It helps
learner in improving and enhancing academic skills (Christopher, Peck and Towill, 2014).
Through this, learner can able to perform any research in future without arising any kind of issue.
On the other hand, present study is valuable in executing academic knowledge in to the practical
life so it has the effective options for people which having professional motives in relation to the
business.
Research Aim
It is a necessary part of research as whole activities are based on particular problems
which depicted in research aim (Cowling and et. al., 2015). The research aim provides detailed
information to determine issues and reduce gap in research. It helps in generate the testable and
measurable data that adding gradually to accumulation of knowledge.
The aim of this investigation is “To investigate the major causes behind decline in sales
of Marks and Spencer in UK.”
Research Objectives
These are explained what an investigation is trying to be attain. They mainly summarise
accomplishments that investigator wishes to be accomplish by project and also give proper
direction to study. The research objective is concise, declarative and clear statement that give
proper direction to research particular variables. The main focus of research objective is to
measure variables and explained them in a detailed manner. Mainly the research objectives are
expressed in to lay terms and directed to clients as to an investigator. It is concrete statement that
explaining what an investigation is trying to be attain (Dauvergne and Lister, 2012). The research
objectives are given below:
To determine the current trends in the Retail sector.
To investigate the major causes behind sales decline of M&S.
3
This research is taken in to consideration on major causes behind decline in sales of
Marks and Spencer in UK. Potential reason to conduct this investigation is that it conducts wide
area of the study that explores knowledge and idea base of a learner strong which interested in
same area of the study. It helps in increase knowledge of learner so that it can able to perform
research activities in an effective manner without facing any issues. This present study has the
practical and academic importance so it gives brief analysis on chosen research area. It helps
learner in improving and enhancing academic skills (Christopher, Peck and Towill, 2014).
Through this, learner can able to perform any research in future without arising any kind of issue.
On the other hand, present study is valuable in executing academic knowledge in to the practical
life so it has the effective options for people which having professional motives in relation to the
business.
Research Aim
It is a necessary part of research as whole activities are based on particular problems
which depicted in research aim (Cowling and et. al., 2015). The research aim provides detailed
information to determine issues and reduce gap in research. It helps in generate the testable and
measurable data that adding gradually to accumulation of knowledge.
The aim of this investigation is “To investigate the major causes behind decline in sales
of Marks and Spencer in UK.”
Research Objectives
These are explained what an investigation is trying to be attain. They mainly summarise
accomplishments that investigator wishes to be accomplish by project and also give proper
direction to study. The research objective is concise, declarative and clear statement that give
proper direction to research particular variables. The main focus of research objective is to
measure variables and explained them in a detailed manner. Mainly the research objectives are
expressed in to lay terms and directed to clients as to an investigator. It is concrete statement that
explaining what an investigation is trying to be attain (Dauvergne and Lister, 2012). The research
objectives are given below:
To determine the current trends in the Retail sector.
To investigate the major causes behind sales decline of M&S.
3
To evaluate revamping stores and website as a strategy to encourage sales for M&S.
Research Questions
The research questions are based on research objectives and they need to be solve by
conducting an investigation (Goworek, 2011). It gives specifics that audience can understand the
purpose of research in an easy manner without requiring the additional explanation. It aids the
learner to focus on an investigation through giving path by research process.
What are the current trends in the Retail sector?
What are major causes behind sales decline of M&S?
What are revamping stores and website as a strategy to encourage sales for M&S?
Outline of Methodology
Methodology is explained as theoretical and systematic analysis of methods which
applied to study area. It is comprising theoretical analysis of body of the methods which are
related with knowledge branch. It allows reader to evaluate validity as well as reliability of
overall study. In conducting this investigation, methodology consists research methods which
helps in conducting an investigation in systematic manner. After then it includes research
philosophies, approaches and research design (Gray, 2015). These all are the most necessary part
of an investigation. Data collection is one of most important part because through this researcher
can collect data by using primary and secondary data. Both methods provide information from
different sources and gives the relevant outcomes effectively. For collecting the data, there is an
effective sampling methods developed through researcher.
Research significance
This research is based on the major causes behind decline in sales of Marks and Spencer
in UK. It states the particular issue related to the research area. It gives the detailed information
about main reason by which the sales of Marks & Spencer decline in United Kingdom. It gives
the effective explanation about particular area and find out the effective solutions to raise
company sales significantly (Gschwandtner, 2014).
Dissertation Structure
Dissertation is document that submitted in support of person presenting research and
findings. Structure of dissertation provides a guideline to conduct an investigation in a systematic
manner. It is necessary that structure of dissertation should include the basic components such as
4
Research Questions
The research questions are based on research objectives and they need to be solve by
conducting an investigation (Goworek, 2011). It gives specifics that audience can understand the
purpose of research in an easy manner without requiring the additional explanation. It aids the
learner to focus on an investigation through giving path by research process.
What are the current trends in the Retail sector?
What are major causes behind sales decline of M&S?
What are revamping stores and website as a strategy to encourage sales for M&S?
Outline of Methodology
Methodology is explained as theoretical and systematic analysis of methods which
applied to study area. It is comprising theoretical analysis of body of the methods which are
related with knowledge branch. It allows reader to evaluate validity as well as reliability of
overall study. In conducting this investigation, methodology consists research methods which
helps in conducting an investigation in systematic manner. After then it includes research
philosophies, approaches and research design (Gray, 2015). These all are the most necessary part
of an investigation. Data collection is one of most important part because through this researcher
can collect data by using primary and secondary data. Both methods provide information from
different sources and gives the relevant outcomes effectively. For collecting the data, there is an
effective sampling methods developed through researcher.
Research significance
This research is based on the major causes behind decline in sales of Marks and Spencer
in UK. It states the particular issue related to the research area. It gives the detailed information
about main reason by which the sales of Marks & Spencer decline in United Kingdom. It gives
the effective explanation about particular area and find out the effective solutions to raise
company sales significantly (Gschwandtner, 2014).
Dissertation Structure
Dissertation is document that submitted in support of person presenting research and
findings. Structure of dissertation provides a guideline to conduct an investigation in a systematic
manner. It is necessary that structure of dissertation should include the basic components such as
4
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title page, introduction, literature review etc. All these components provide better guidance to
follow all the dissertation steps for conducting an investigation in a systematic manner
(Haddock-Millar and Rigby, 2015). Different components included in dissertation structure
mention below:
Introduction: This chapter define basic outline about doing a dissertation. It specifies the
basic concept of an investigation and also brief summary to provide complicated layout layer. It
is necessary that everything that is considered in introduction should be clear, engaging and also
relevant to research area. It consists aims and objectives related to research which provides the
detailed information. Introduction part should be close with paragraph that leading in to main
part of dissertation smoothly.
Literature Review: It surveys current state of literature on dissertation area and also
defined why dissertation is original in nature. This is obligatory part of substantive investigation
of dissertation. In this research part, data and information collected through using the secondary
sources such as journals, articles and books. These all sources provide reliable information
within less period of time (He, Brinsden and MacGregor, 2014). In addition to this, review is
developed to fill gap in choice of literature and provides list of the sources which have been
relevance to existing work.
Research Methodology: It explains about conduct an investigation and also permit a
learner to assess validity. This part consists primary qualitative or quantitative investigation but
not needed in the dissertation in to theory subjects on secondary investigation. The research
methodology sections provide guidelines to collect data and information in systematic manner.
Results and Analysis: This chapter of dissertation analyse the outcomes which required
to determine the research findings. It is based on information that collected as outcomes of
methodologies which already applied (He, Brinsden and MacGregor, 2014).
Discussion of Results: This dissertation chapter is based on the literature review. In this,
data has been collected by using secondary sources. It provides effectiveness of the literature
review part that helps in getting positive research outcomes. Its main purpose is to interpret and
explain importance of findings. It defines the understanding regarding issue after taking findings
in to the considerations.
Conclusion and Recommendations: It concisely answer main questions of research and
leave a learner with clear understanding of central argument. The conclusion summarises points
5
follow all the dissertation steps for conducting an investigation in a systematic manner
(Haddock-Millar and Rigby, 2015). Different components included in dissertation structure
mention below:
Introduction: This chapter define basic outline about doing a dissertation. It specifies the
basic concept of an investigation and also brief summary to provide complicated layout layer. It
is necessary that everything that is considered in introduction should be clear, engaging and also
relevant to research area. It consists aims and objectives related to research which provides the
detailed information. Introduction part should be close with paragraph that leading in to main
part of dissertation smoothly.
Literature Review: It surveys current state of literature on dissertation area and also
defined why dissertation is original in nature. This is obligatory part of substantive investigation
of dissertation. In this research part, data and information collected through using the secondary
sources such as journals, articles and books. These all sources provide reliable information
within less period of time (He, Brinsden and MacGregor, 2014). In addition to this, review is
developed to fill gap in choice of literature and provides list of the sources which have been
relevance to existing work.
Research Methodology: It explains about conduct an investigation and also permit a
learner to assess validity. This part consists primary qualitative or quantitative investigation but
not needed in the dissertation in to theory subjects on secondary investigation. The research
methodology sections provide guidelines to collect data and information in systematic manner.
Results and Analysis: This chapter of dissertation analyse the outcomes which required
to determine the research findings. It is based on information that collected as outcomes of
methodologies which already applied (He, Brinsden and MacGregor, 2014).
Discussion of Results: This dissertation chapter is based on the literature review. In this,
data has been collected by using secondary sources. It provides effectiveness of the literature
review part that helps in getting positive research outcomes. Its main purpose is to interpret and
explain importance of findings. It defines the understanding regarding issue after taking findings
in to the considerations.
Conclusion and Recommendations: It concisely answer main questions of research and
leave a learner with clear understanding of central argument. The conclusion summarises points
5
which made in an argument and also give thought synthesis on main area. This provides the
overall description about whole research. The conclusion interprets findings of research. On the
other hand, recommendations follow conclusion and also opinions which supported through
findings of an investigation (Jones, Comfort and Hillier, 2015).
6
overall description about whole research. The conclusion interprets findings of research. On the
other hand, recommendations follow conclusion and also opinions which supported through
findings of an investigation (Jones, Comfort and Hillier, 2015).
6
CHAPTER 2: LITERATURE REVIEW
It is survey of the scholarly sources on specific topic. It provides overview of the key
findings, developments and concepts in context to research question. Under this, information
collected from the secondary sources and also not report experimental work. This is effective in
giving a better direction to an investigator to develop theoretical framework that support work in
right manner. This section of dissertation provides in- depth investigation over specific research
problem (Kumar, 2011). Under this, information is collected from using secondary sources for an
instance published articles, journals, magazines etc. The main purpose of literature review is to
gain better understanding of existing investigation and also debate on relevant to specific
research area. It is helpful in build the knowledge in particular topic. On the other hand, literature
review determines area of past scholarship in order to prevent duplication.
Current trends in the Retail sector
As per opinion of Jemma Smith (2019) Retail sector is main part of economy of country
that is made up of the businesses which sell products by stores, internet etc. to public. The retail
economies are independent economies focused on United Kingdom consumer and retail markets.
In year 2017, retail industry of UK generated £395billion worth of retail sales and in year 2018,
industry housed 319000 retail businesses (Mellahi, Jackson and Sparks, 2013). In United
Kingdom, customers are spending online but the physical stores account for lion share of the
retail stores. For the traditional retailers, digital disruption is a main danger. Retail sales in UK
will developed 4.7% to reach at £466.15 billion. On the other hand, demands of consumers have
dedicated changes that come to retail landscape. To stay afloat and also meet with enhancing
requirements, retail sector is evolving constantly and also facing new challenges and
opportunities which encouragement through emerging new technology. In this present time,
organisations use the advanced technology to developing high quality products and also provide
goods to consumers online. In relation to this, it is necessary for the retailers to understand some
of the main key retail industry trends to making business successful. There are some current
trends in retail sector given below:
Invest in Omnichannel Retail Strategies- One of important retail sector trend is to
investment in Omnichannel retail strategies. On the basis of conducted investigation on an
average digital customers owns 3.64 connected devices and also trends to consults them prior to
7
It is survey of the scholarly sources on specific topic. It provides overview of the key
findings, developments and concepts in context to research question. Under this, information
collected from the secondary sources and also not report experimental work. This is effective in
giving a better direction to an investigator to develop theoretical framework that support work in
right manner. This section of dissertation provides in- depth investigation over specific research
problem (Kumar, 2011). Under this, information is collected from using secondary sources for an
instance published articles, journals, magazines etc. The main purpose of literature review is to
gain better understanding of existing investigation and also debate on relevant to specific
research area. It is helpful in build the knowledge in particular topic. On the other hand, literature
review determines area of past scholarship in order to prevent duplication.
Current trends in the Retail sector
As per opinion of Jemma Smith (2019) Retail sector is main part of economy of country
that is made up of the businesses which sell products by stores, internet etc. to public. The retail
economies are independent economies focused on United Kingdom consumer and retail markets.
In year 2017, retail industry of UK generated £395billion worth of retail sales and in year 2018,
industry housed 319000 retail businesses (Mellahi, Jackson and Sparks, 2013). In United
Kingdom, customers are spending online but the physical stores account for lion share of the
retail stores. For the traditional retailers, digital disruption is a main danger. Retail sales in UK
will developed 4.7% to reach at £466.15 billion. On the other hand, demands of consumers have
dedicated changes that come to retail landscape. To stay afloat and also meet with enhancing
requirements, retail sector is evolving constantly and also facing new challenges and
opportunities which encouragement through emerging new technology. In this present time,
organisations use the advanced technology to developing high quality products and also provide
goods to consumers online. In relation to this, it is necessary for the retailers to understand some
of the main key retail industry trends to making business successful. There are some current
trends in retail sector given below:
Invest in Omnichannel Retail Strategies- One of important retail sector trend is to
investment in Omnichannel retail strategies. On the basis of conducted investigation on an
average digital customers owns 3.64 connected devices and also trends to consults them prior to
7
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making purchase (Pal, Medway and Byrom, 2011). Customers are able to look goods and
services on their mobile phones and also purchase through them. In addition to this, mobile
commerce will be equal around 50% of all the digital commerce. Focus on the mobile is strategic
move for the retailers, as this permits them to take the benefits of most used buying devices as
well as supplement use with some of the other systems, devices and channels. Some of the
retailers are tapping already in to mobile shopping by using innovative ways. Consumers use
applications for purchasing the products within less time period. With the help of using
application, they can be navigating by consistent journey and explore buying option to compare
goods and services.
Shopping with AR- Augmented Reality (AR), Artificial Intelligence and machine
learning are the advanced technologies which helps in make the business better. Retailers in
United Kingdom are leveraging AR technology to bridge gap among physical and digital space.
With the help of using AR, market is anticipated to reach at £104.32 billion throughout 2021
(Quix and van der Kind, 2016). In this, shopify making the innovative technology to me more
accessibility to small brands by Shopify AR. This feature gives easy- to- use toolkit for the
businesses in order to develop own experiences to showcase goods to consumers by using
browser.
Provide Personalized Retail Experience- This trends of retail industry is more
necessary to consumers. In this, personalisation in retail world includes the retailers which
providing consumers suggestions on the basis of order history, taste, location and the previous
searches. Retailers can develop experiences by using simple services. It consists chat- bots which
enhance consumer’s interaction and engagement, messages that gives proper updated about
orders and some of the other services (Saicheua, Knox and Cooper, 2012). On the other hand,
rise of the personalisation as retail sector trends has the paved manner for application of
advanced as well as innovative technologies such as Artificial Intelligence (AI).
Cognitive computing- On top of providing consumers with new as well as exciting
experiences, cognitive technology permits businesses to collect information for taking effective
business decisions. In this, automation eliminate requirements for the sales professionals to
analyse trends and eliminate human error in process. In this category, computers and robots
falling and they can understand natural language as well as give responses to some common
questions as comparison to human retailers. So, in regards to this consumer can communicate
8
services on their mobile phones and also purchase through them. In addition to this, mobile
commerce will be equal around 50% of all the digital commerce. Focus on the mobile is strategic
move for the retailers, as this permits them to take the benefits of most used buying devices as
well as supplement use with some of the other systems, devices and channels. Some of the
retailers are tapping already in to mobile shopping by using innovative ways. Consumers use
applications for purchasing the products within less time period. With the help of using
application, they can be navigating by consistent journey and explore buying option to compare
goods and services.
Shopping with AR- Augmented Reality (AR), Artificial Intelligence and machine
learning are the advanced technologies which helps in make the business better. Retailers in
United Kingdom are leveraging AR technology to bridge gap among physical and digital space.
With the help of using AR, market is anticipated to reach at £104.32 billion throughout 2021
(Quix and van der Kind, 2016). In this, shopify making the innovative technology to me more
accessibility to small brands by Shopify AR. This feature gives easy- to- use toolkit for the
businesses in order to develop own experiences to showcase goods to consumers by using
browser.
Provide Personalized Retail Experience- This trends of retail industry is more
necessary to consumers. In this, personalisation in retail world includes the retailers which
providing consumers suggestions on the basis of order history, taste, location and the previous
searches. Retailers can develop experiences by using simple services. It consists chat- bots which
enhance consumer’s interaction and engagement, messages that gives proper updated about
orders and some of the other services (Saicheua, Knox and Cooper, 2012). On the other hand,
rise of the personalisation as retail sector trends has the paved manner for application of
advanced as well as innovative technologies such as Artificial Intelligence (AI).
Cognitive computing- On top of providing consumers with new as well as exciting
experiences, cognitive technology permits businesses to collect information for taking effective
business decisions. In this, automation eliminate requirements for the sales professionals to
analyse trends and eliminate human error in process. In this category, computers and robots
falling and they can understand natural language as well as give responses to some common
questions as comparison to human retailers. So, in regards to this consumer can communicate
8
with technology. With the help of this, company can collect information about taste of
consumers and provide them products accordingly. It can assess in make the experience of
customers better in present and future.
Chatbots as sales concierges- The assistants of non- human sales are at top of list when
this comes to retail trends. In this, Retail Bots are handy because they construct the welcome
conversations and also products discovery. On the other hand, associates of human sales can be
jump in to conversations after collecting accurate data. From the online shopping, consumers
save time and cost both. The chatbots allows to consumers to save their liked products in to cart
and order quickly or whenever they want (Scott and Walker, 2017).
Major causes behind sales decline of M&S
According to Amir Qamar (2019), Marks & Spencer is global organisation that serves
around 32 million consumers each year. This company provides high quality of items to people
on the basis of their needs and demands. It is a well-known brand but its past and present issues
are attributable to brand itself. Firm has been struggling with the strategic drift that means
gradual competitiveness deterioration because of falling knowledge and also respond to
necessary changes in business environment. On the other hand, Marks & Spencer is presently
facing high competition as internet has made this easy for consumers in order to compare the
costs and also shops around. According to Global Data, around 25% of fashion and footwear
related goods in UK are purchased online. There are opportunities which given through internet
have resulted in to brands like ASOS that developing dominance in retail market is leading to
ending of the traditional shopping. Marks & Spencer company faces the more competition as
internet has made this easier than shop around, access fashion and compare the prices around
world. About quarter of the footwear and fashion is brought online in UK, switch from high
street is more advantageous like of ASOS and many small brands from the Boden to Me+Em.
This arise the massive investment in automated home delivery of warehouse that has struggled to
deal with demand. Marks & Spencer organisation is closing its 3000 high street stores which
mainly sell food, clothing and homewares (Stuart, 2011). Radical plan will cut amount of the
high street space that devoted to home wares and clothing through quarter.
Retail industry of United Kingdom has been facing many challenges such as shift to
online shopping, squeeze in income, rising overheads, changing tastes etc. This seems that Marks
& Spencer company is struggling as result of aforementioned issues to retail sector of United
9
consumers and provide them products accordingly. It can assess in make the experience of
customers better in present and future.
Chatbots as sales concierges- The assistants of non- human sales are at top of list when
this comes to retail trends. In this, Retail Bots are handy because they construct the welcome
conversations and also products discovery. On the other hand, associates of human sales can be
jump in to conversations after collecting accurate data. From the online shopping, consumers
save time and cost both. The chatbots allows to consumers to save their liked products in to cart
and order quickly or whenever they want (Scott and Walker, 2017).
Major causes behind sales decline of M&S
According to Amir Qamar (2019), Marks & Spencer is global organisation that serves
around 32 million consumers each year. This company provides high quality of items to people
on the basis of their needs and demands. It is a well-known brand but its past and present issues
are attributable to brand itself. Firm has been struggling with the strategic drift that means
gradual competitiveness deterioration because of falling knowledge and also respond to
necessary changes in business environment. On the other hand, Marks & Spencer is presently
facing high competition as internet has made this easy for consumers in order to compare the
costs and also shops around. According to Global Data, around 25% of fashion and footwear
related goods in UK are purchased online. There are opportunities which given through internet
have resulted in to brands like ASOS that developing dominance in retail market is leading to
ending of the traditional shopping. Marks & Spencer company faces the more competition as
internet has made this easier than shop around, access fashion and compare the prices around
world. About quarter of the footwear and fashion is brought online in UK, switch from high
street is more advantageous like of ASOS and many small brands from the Boden to Me+Em.
This arise the massive investment in automated home delivery of warehouse that has struggled to
deal with demand. Marks & Spencer organisation is closing its 3000 high street stores which
mainly sell food, clothing and homewares (Stuart, 2011). Radical plan will cut amount of the
high street space that devoted to home wares and clothing through quarter.
Retail industry of United Kingdom has been facing many challenges such as shift to
online shopping, squeeze in income, rising overheads, changing tastes etc. This seems that Marks
& Spencer company is struggling as result of aforementioned issues to retail sector of United
9
Kingdom. Its inception as small market in Leeds in year 1884 and has grown become British
clothing retail organisation that recruits around 85000 staff members across 1433 stores in all
over the world. It has been announced that total 100 stores of Marks & Spencer company will be
closed by 2022 in United Kingdom. The price range of the Marks & Spencer company is high
and people are not able to afford. On the other hand, the cost of its food items are higher than its
clothing. From disappointment over the ranges of clothing to be over priced foods that make the
customers dissatisfied and not able to buy its products. It results in reduce sales of Marks &
Spencer and decline its profitability. From 2016, overall sales growth of Marks & Spencer
declined by 4.7% to 1.9% in year 2017 (Toms and Zhang, 2016). This company has not been
doing the more change in its things or strategies with retailer. Its main focus should be on
providing the better experience to consumers and layout of stores. On the other hand, it had lack
of innovation. This company has decent e-commerce offerings and online sales of Marks &
Spencer have been enhancing. But there has been issue arise related to website. Its website is
average in context of ease- of- use and design and it was not attractive or fast so people can use
this. The online capability of this business organisation is slow and also search function was not
better to use, in addition to this, firm has acknowledged requirement for action and announced
that it will implement “accelerated change” to finish digital transformation.
As per opinion of Mark Ritson (2019) Layout is cited as big issue or fear for consumers
in context of confusing way of clothing department and also how often the things change around
in- store. As comparison to the other retailer, Marks & Spencer company feel inspiring and dull
due to the outdated design. Other issue is related to the loyalty system that criticised for being
complex to be understand and voluted. In loyalty program, points are translating directly in to the
money- off terms and focus on exclusive offers which do not align to typical wants or
requirements of the regular customers of company. On the other hand, Marks & Spencer
company suffered sharp fall in the earning because of the minimum apparel sales and
restructuring sales that pledged to full the shelves with clothes which consumers would purchase
without any discount. Marks & Spencer company has relied on strength of its food division to
offset weakness in the clothes that has been suffered second consecutive dip in sales of similar
grocery stores. A 0.1% decline in the food contributes to A0.5% fall across group when the
competitors have seen benefit from enhancing cost of food items (Zokaei and et. al., 2017).
10
clothing retail organisation that recruits around 85000 staff members across 1433 stores in all
over the world. It has been announced that total 100 stores of Marks & Spencer company will be
closed by 2022 in United Kingdom. The price range of the Marks & Spencer company is high
and people are not able to afford. On the other hand, the cost of its food items are higher than its
clothing. From disappointment over the ranges of clothing to be over priced foods that make the
customers dissatisfied and not able to buy its products. It results in reduce sales of Marks &
Spencer and decline its profitability. From 2016, overall sales growth of Marks & Spencer
declined by 4.7% to 1.9% in year 2017 (Toms and Zhang, 2016). This company has not been
doing the more change in its things or strategies with retailer. Its main focus should be on
providing the better experience to consumers and layout of stores. On the other hand, it had lack
of innovation. This company has decent e-commerce offerings and online sales of Marks &
Spencer have been enhancing. But there has been issue arise related to website. Its website is
average in context of ease- of- use and design and it was not attractive or fast so people can use
this. The online capability of this business organisation is slow and also search function was not
better to use, in addition to this, firm has acknowledged requirement for action and announced
that it will implement “accelerated change” to finish digital transformation.
As per opinion of Mark Ritson (2019) Layout is cited as big issue or fear for consumers
in context of confusing way of clothing department and also how often the things change around
in- store. As comparison to the other retailer, Marks & Spencer company feel inspiring and dull
due to the outdated design. Other issue is related to the loyalty system that criticised for being
complex to be understand and voluted. In loyalty program, points are translating directly in to the
money- off terms and focus on exclusive offers which do not align to typical wants or
requirements of the regular customers of company. On the other hand, Marks & Spencer
company suffered sharp fall in the earning because of the minimum apparel sales and
restructuring sales that pledged to full the shelves with clothes which consumers would purchase
without any discount. Marks & Spencer company has relied on strength of its food division to
offset weakness in the clothes that has been suffered second consecutive dip in sales of similar
grocery stores. A 0.1% decline in the food contributes to A0.5% fall across group when the
competitors have seen benefit from enhancing cost of food items (Zokaei and et. al., 2017).
10
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Revamping stores and website as a strategy to encourage sales for M&S
On the basis of Brittany Vonow and Helen Knapman (2019), Marks & Spencer will
relocate its 25 food stores in United Kingdom while it is closing its 10 stores on top of 110
closers with announced already. Yet this company reveal that its food branches are impacted but
its main focus is on relocating 25 of its low volume and small stores. Now this company will be
opening its 75 new large size food stores. Six of its closed branches were relocated to the nearby
locations like moving from high street location to retail park stores. According to Marks &
Spencer, by 2024 around 72 clothing stores are ring – fenced for the closure. Under this,
company opened total 48 new stores which bringing its total number of 1043 stores consisting
275 clothing, 734 food shops and 34 outlets (Amankwah-Amoah, Zhang and Sarpong, 2013).
Marks & Spencer organisation is changing fast and make the changes across business to
conducting operations and process effectively. After falling in the food sales, company is
fighting back with the low cost items, Family- size food packaging and large stores. At freshly
revamped stores, new food retailer focus on providing the better quality food items with less
cost. This company is trying to out the larger stores by providing the more than 6000 products. In
this present time, it has the dozen sites on which all types of food items are available. Marks &
Spencer provide its food items, clothing, home products online so that people can buy easily
purchase and also do not face any kind of issue. On the other hand, Marks & Spencer company
handle additional 1% share of grocery market. This would be jump for firm that control 3.2% of
grocery market of United Kingdom. The main aim of Marks & Spencer is to win back its all
shoppers through making its stores better and feel more like department stores. In 80 largest
stores, company is dividing its main collection of the women wear range in to defined area for
the single goods consisting dresses, knitwear, coats and denim. There will be tailoring, casual
and smart departments. In each area, top 15 stores will be divided in separate rooms and which
consists accessories like footwear, scarves and belts that helps to suggest the outfits. The food
business of this company grow and rise sale 0.7% and total sales enhancing 4.2% (Burt and et.
al., 2012). The main focus of this company is on quality and innovation for strong performance
in the food that helps in competition at marketplace.
As per viewpoint of Clare McDonald, (2015) Website is collection of the publicly
interlinked and accessible web pages which share single domain name. It can be created and also
maintained through a person, group and business in order to serve many purposes. The website
11
On the basis of Brittany Vonow and Helen Knapman (2019), Marks & Spencer will
relocate its 25 food stores in United Kingdom while it is closing its 10 stores on top of 110
closers with announced already. Yet this company reveal that its food branches are impacted but
its main focus is on relocating 25 of its low volume and small stores. Now this company will be
opening its 75 new large size food stores. Six of its closed branches were relocated to the nearby
locations like moving from high street location to retail park stores. According to Marks &
Spencer, by 2024 around 72 clothing stores are ring – fenced for the closure. Under this,
company opened total 48 new stores which bringing its total number of 1043 stores consisting
275 clothing, 734 food shops and 34 outlets (Amankwah-Amoah, Zhang and Sarpong, 2013).
Marks & Spencer organisation is changing fast and make the changes across business to
conducting operations and process effectively. After falling in the food sales, company is
fighting back with the low cost items, Family- size food packaging and large stores. At freshly
revamped stores, new food retailer focus on providing the better quality food items with less
cost. This company is trying to out the larger stores by providing the more than 6000 products. In
this present time, it has the dozen sites on which all types of food items are available. Marks &
Spencer provide its food items, clothing, home products online so that people can buy easily
purchase and also do not face any kind of issue. On the other hand, Marks & Spencer company
handle additional 1% share of grocery market. This would be jump for firm that control 3.2% of
grocery market of United Kingdom. The main aim of Marks & Spencer is to win back its all
shoppers through making its stores better and feel more like department stores. In 80 largest
stores, company is dividing its main collection of the women wear range in to defined area for
the single goods consisting dresses, knitwear, coats and denim. There will be tailoring, casual
and smart departments. In each area, top 15 stores will be divided in separate rooms and which
consists accessories like footwear, scarves and belts that helps to suggest the outfits. The food
business of this company grow and rise sale 0.7% and total sales enhancing 4.2% (Burt and et.
al., 2012). The main focus of this company is on quality and innovation for strong performance
in the food that helps in competition at marketplace.
As per viewpoint of Clare McDonald, (2015) Website is collection of the publicly
interlinked and accessible web pages which share single domain name. It can be created and also
maintained through a person, group and business in order to serve many purposes. The website
11
can have accessed via Public Internet Protocol network like Internet through which Uniform
Resource Locator can identified site. This is central location of the different web pages that is
related and also accessed through visiting home pages of website using browser. In context to
organisation, website is an effective way to enhance sales of business by providing all details and
information of products and services on it in a detailed manner. Marks & Spencer admits that
issue with new website impact on its homeware and clothing sales over past three months as
general merchandise division. Marks & Spencer company has seen enhance in its online sales
through following relaunch of e- commerce website. Its sales rose by 38.7% in first quarter and
recovery from drop earlier when company moved its website away from the Amazon Web
Services (AWS) to bring this back (Dauvergne and Lister, 2012). The performance level of
company was strong with consumers appreciating all improvement to website. It has been
updating its website on continuous basis and also distribution centres to make supply chain
efficient. Through make improvement in its website, it leads to enhance customer satisfaction.
On the other hand, Marks & Spencer organisation has been executing strategy to use of
technology in order to make improvement in business consisting use of the predictive analysis,
use of the consumer engagement methods, adoption of the radio frequency identification and
assure that shelves are stocked fully to keep merchandise track across business. On the basis of
conducted survey, there are 63% of customers which bought goods online and also gathered in-
store. Marks & Spencer investing in provide training to staff across new platforms. From this,
staff members of this stores will be familiar or known with its website and able to assist on
browsing hubs. In context to this, having distinctive brand in- stores and the online will be
helpful to impress on the multichannel consumers. In this present time, company has refocused
on social media. It is using the Twitter for broadcasting, lots of videos, detailing offers and
imaginary. It is reactivating to consumer’s contact. Twitter is an effective area where the
multichannel consumers expect reassurance and service (Haddock-Millar and Rigby, 2015).
CONCEPTUAL FRAMEWORK
Conceptual framework is analytical tool with the many contexts and variations. It can be
applied in the various work categories where picture in required. This represents synthesis of an
investigator about literature about define phenomenon. This maps out actions needed in study
provided previous knowledge of viewpoint of an investigator and observation on specific
research. The present research is all about declining the sales of Marks & Spencer in United
12
Resource Locator can identified site. This is central location of the different web pages that is
related and also accessed through visiting home pages of website using browser. In context to
organisation, website is an effective way to enhance sales of business by providing all details and
information of products and services on it in a detailed manner. Marks & Spencer admits that
issue with new website impact on its homeware and clothing sales over past three months as
general merchandise division. Marks & Spencer company has seen enhance in its online sales
through following relaunch of e- commerce website. Its sales rose by 38.7% in first quarter and
recovery from drop earlier when company moved its website away from the Amazon Web
Services (AWS) to bring this back (Dauvergne and Lister, 2012). The performance level of
company was strong with consumers appreciating all improvement to website. It has been
updating its website on continuous basis and also distribution centres to make supply chain
efficient. Through make improvement in its website, it leads to enhance customer satisfaction.
On the other hand, Marks & Spencer organisation has been executing strategy to use of
technology in order to make improvement in business consisting use of the predictive analysis,
use of the consumer engagement methods, adoption of the radio frequency identification and
assure that shelves are stocked fully to keep merchandise track across business. On the basis of
conducted survey, there are 63% of customers which bought goods online and also gathered in-
store. Marks & Spencer investing in provide training to staff across new platforms. From this,
staff members of this stores will be familiar or known with its website and able to assist on
browsing hubs. In context to this, having distinctive brand in- stores and the online will be
helpful to impress on the multichannel consumers. In this present time, company has refocused
on social media. It is using the Twitter for broadcasting, lots of videos, detailing offers and
imaginary. It is reactivating to consumer’s contact. Twitter is an effective area where the
multichannel consumers expect reassurance and service (Haddock-Millar and Rigby, 2015).
CONCEPTUAL FRAMEWORK
Conceptual framework is analytical tool with the many contexts and variations. It can be
applied in the various work categories where picture in required. This represents synthesis of an
investigator about literature about define phenomenon. This maps out actions needed in study
provided previous knowledge of viewpoint of an investigator and observation on specific
research. The present research is all about declining the sales of Marks & Spencer in United
12
Kingdom. There have been different reasons studied about reducing the Marks & Spencer
Company sales such as high competition, strategic drift, poor structure of stores and other. In
order to enhance sales of company, steps included in the conceptual framework needs to be
considered by Marks & Spencer given below:
Attract- Under this, there is a need to Marks & Spencer to attract the strange people
towards products and company. For this, firm needs to use social media such as Twitter,
Facebook and Instagram to share the strategic content and knowledge with value regarding
company and its goods effectively.
(Source: Conceptual framework of enhancing sales)
Connect- There is a requirement to Marks & Spencer to convert the new people in to the
leads. It needs to use links or calls to actions to prompt the new people to take action with
website of company. Marks & Spencer should develop the landing pages and forms where
people is to be redirected.
Engage- Under this step, there is a need to transform leads in to the clients. Marks &
Spencer should develop email strategy where it can nurture leads and also concert them in
consumers with sales team. Company should monitor marketing efforts and also compare the
marketing efforts to assure about attaining the consumers for enhance sales.
Delight- In this last step, with all marketing endeavours, Marks & Spencer should assure
to put the better foot forward with the optimized websites and also engaging the calls. After
13
Illustration 1: Conceptual framework of enhancing sales
Company sales such as high competition, strategic drift, poor structure of stores and other. In
order to enhance sales of company, steps included in the conceptual framework needs to be
considered by Marks & Spencer given below:
Attract- Under this, there is a need to Marks & Spencer to attract the strange people
towards products and company. For this, firm needs to use social media such as Twitter,
Facebook and Instagram to share the strategic content and knowledge with value regarding
company and its goods effectively.
(Source: Conceptual framework of enhancing sales)
Connect- There is a requirement to Marks & Spencer to convert the new people in to the
leads. It needs to use links or calls to actions to prompt the new people to take action with
website of company. Marks & Spencer should develop the landing pages and forms where
people is to be redirected.
Engage- Under this step, there is a need to transform leads in to the clients. Marks &
Spencer should develop email strategy where it can nurture leads and also concert them in
consumers with sales team. Company should monitor marketing efforts and also compare the
marketing efforts to assure about attaining the consumers for enhance sales.
Delight- In this last step, with all marketing endeavours, Marks & Spencer should assure
to put the better foot forward with the optimized websites and also engaging the calls. After
13
Illustration 1: Conceptual framework of enhancing sales
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providing the high quality services, company satisfy the services of customers. It requires
connecting with customers with the help of social media for developing positive relationship
with them.
14
connecting with customers with the help of social media for developing positive relationship
with them.
14
RESEARCH METHODOLOGY
Methodology of research is defined as the theoretical frameworks that gives information
on various tools that can be used to conduct research on the basis of appropriate ethics. This part
of research states about the various techniques which are helpful in conducting an investigation
with proper justification. The reason to using the research methodology is to check accuracy of
used techniques while performing the research related activities (Cecez-Kecmanovic, 2011). It
defines tools that are used primarily to gather relevant information and data in specific field.
Investigation can be generally defined as systematic compilation and review of information and
data for the advancement of knowledge about declining the sales of Marks & Spencer in UK
market. This may include surveys, observation, interviews and many research techniques by
consisting current and historical information.
Type of investigation
The quantitative approach was considered in this analysis because its main focus on the
objectivity that gives statistical information. This method aims to collect information from large
population with accurate and relevant data. This provides the evidence and trends which are
articulated regarding the reason behind declining the sales of Marks & Spencer at the market
place and also find out the solutions to overcome from it in an effective manner (Isaacs, 2014).
This method uses statistical techniques to calculate and analyse data in mathematical terms. This
kind of the research method use measurable data to develop new facts and uncover patterns.
Various research methods mention below:
Qualitative method- The purpose of this method is to collect, examine and interpret data
by using the observation. This is mainly designed to help reveal the targeted audience's
perception and behaviour related to specific subject areas. It includes many academic fields’
research methods and concepts (Danping and Lee, 2011). This method helps in provide the
descriptive information and data. Qualitative method of study is used by a researcher to obtain
understanding of underlying beliefs and motives.
Quantitative method- This is defined by collecting the data that can be quantified and
also measuring by using the statistical techniques as a systematic phenomenon study. It aids in
collect information and data from future and current customers with the help of sampling
methods (Flick, 2015).
15
Methodology of research is defined as the theoretical frameworks that gives information
on various tools that can be used to conduct research on the basis of appropriate ethics. This part
of research states about the various techniques which are helpful in conducting an investigation
with proper justification. The reason to using the research methodology is to check accuracy of
used techniques while performing the research related activities (Cecez-Kecmanovic, 2011). It
defines tools that are used primarily to gather relevant information and data in specific field.
Investigation can be generally defined as systematic compilation and review of information and
data for the advancement of knowledge about declining the sales of Marks & Spencer in UK
market. This may include surveys, observation, interviews and many research techniques by
consisting current and historical information.
Type of investigation
The quantitative approach was considered in this analysis because its main focus on the
objectivity that gives statistical information. This method aims to collect information from large
population with accurate and relevant data. This provides the evidence and trends which are
articulated regarding the reason behind declining the sales of Marks & Spencer at the market
place and also find out the solutions to overcome from it in an effective manner (Isaacs, 2014).
This method uses statistical techniques to calculate and analyse data in mathematical terms. This
kind of the research method use measurable data to develop new facts and uncover patterns.
Various research methods mention below:
Qualitative method- The purpose of this method is to collect, examine and interpret data
by using the observation. This is mainly designed to help reveal the targeted audience's
perception and behaviour related to specific subject areas. It includes many academic fields’
research methods and concepts (Danping and Lee, 2011). This method helps in provide the
descriptive information and data. Qualitative method of study is used by a researcher to obtain
understanding of underlying beliefs and motives.
Quantitative method- This is defined by collecting the data that can be quantified and
also measuring by using the statistical techniques as a systematic phenomenon study. It aids in
collect information and data from future and current customers with the help of sampling
methods (Flick, 2015).
15
Research Philosophy
In this present investigation, positivism research philosophy has been used through an
investigator because it helps in deep analysis of outcomes and provide the valid knowledge that
helps in getting the positive outcomes. The main reason of using this philosophy is that it gives
verified data that received from senses. This is mainly based on quantifiable observations and
gives relevant information about particular subject area. This present investigation is based on
reason of declining the sales of Marks & Spencer organically. Benefit of using positivism
philosophy is that it provides the true and reliable factors behind reducing the Marks & Spencer
sales within the limited period of time. This philosophy is best suited to meet with research aim
because it observed the past data and also provide the objective truth as comparison to
interpretivism research philosophy.
Positivism and interpretivism are different research philosophies which given below:
Interpretivism philosophy- In this process, various ways of gathering information for an
instance interview, observations and many other methods are used to gather this information
according to the realistic approach that has an effect on the study result. It makes a researcher the
necessary or least important ways to allow bifurcation (Kumar, 2019). This research philosophy
is different from the philosophy of positivism because it is concerned with gathering information
and data from the diverse sources.
Positivism philosophy- This research is mainly based on the theoretical aspects that
depends on past authors' scientific review. This helps to give particular overview on which
recommendations and conclusions are based. In this kind of philosophy, the main focus is on
individuals ' social behaviour. There is an effective management of the physical changes in the
world so that researcher can change plans for conduct in order to attaining the specific aims and
objectives significantly (Mackenzie and et. al., 2012).
Research Approach
In conducting the present investigation, there has been deductive research approach used
because it gives the general to the specific content regarding declining the Marks & Spencer
sales in United Kingdom. This approach is based on the quantitative research method and gives
the specific information so that the positive outcomes can be attained. The main reason behind
using the deductive approach is that it consists subjection to testing during the process of
investigation.
16
In this present investigation, positivism research philosophy has been used through an
investigator because it helps in deep analysis of outcomes and provide the valid knowledge that
helps in getting the positive outcomes. The main reason of using this philosophy is that it gives
verified data that received from senses. This is mainly based on quantifiable observations and
gives relevant information about particular subject area. This present investigation is based on
reason of declining the sales of Marks & Spencer organically. Benefit of using positivism
philosophy is that it provides the true and reliable factors behind reducing the Marks & Spencer
sales within the limited period of time. This philosophy is best suited to meet with research aim
because it observed the past data and also provide the objective truth as comparison to
interpretivism research philosophy.
Positivism and interpretivism are different research philosophies which given below:
Interpretivism philosophy- In this process, various ways of gathering information for an
instance interview, observations and many other methods are used to gather this information
according to the realistic approach that has an effect on the study result. It makes a researcher the
necessary or least important ways to allow bifurcation (Kumar, 2019). This research philosophy
is different from the philosophy of positivism because it is concerned with gathering information
and data from the diverse sources.
Positivism philosophy- This research is mainly based on the theoretical aspects that
depends on past authors' scientific review. This helps to give particular overview on which
recommendations and conclusions are based. In this kind of philosophy, the main focus is on
individuals ' social behaviour. There is an effective management of the physical changes in the
world so that researcher can change plans for conduct in order to attaining the specific aims and
objectives significantly (Mackenzie and et. al., 2012).
Research Approach
In conducting the present investigation, there has been deductive research approach used
because it gives the general to the specific content regarding declining the Marks & Spencer
sales in United Kingdom. This approach is based on the quantitative research method and gives
the specific information so that the positive outcomes can be attained. The main reason behind
using the deductive approach is that it consists subjection to testing during the process of
investigation.
16
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The research approach incorporates data collection, evaluation and analysis methods as
effective process as well as strategy which consisting different paths with the broad assumptions
(Mackey and Gass, 2015). It is based on the study of nature to deal with the issue. Various
research approaches mention below:
Inductive approach- It approach is known as the inductive reasoning that essentially
begins with ideas and hypotheses being formulated as an intake of findings towards end of the
research related process. Under this approach, to reach at valid conclusion for analysis, the
regularities, differences and trends in experience are established (McCuskey and Gunaydin,
2015).
Deductive approach- It presents as an active data analysis method that the author uses to
collect reliable study-related information. This methodology was mainly concerned with creating
a hypothesis based on the current theory and then preparing the best research method to test the
hypotheses.
Research Strategy
In conducting the present research, survey strategy has been used through an investigator
to collect accurate and reliable information about major causes behind decline in sales of Marks
and Spencer in UK. With the help of using survey method, researcher can collect the data and
information in less time period and from large number of population. Through survey, research
will connect with the chosen sample size and also ask the questions from them about the
effective measures which Marks & Spencer should be taken for make improvement in its sales
and also get the competitive benefits.
Case study- It is necessary research strategy that consists the empirical investigation to
research the contemporary phenomena by applying various evidence sources. It is suitable to
gain the detailed insight of research.
Survey- This is quantitative approach that mainly use of the self- report measures in
chosen samples. Through using the survey, researcher can collect more information from
sizeable target respondents.
Experiments- This is an important form of research strategy that assess researcher
evaluate change in an independent and the dependent variables. In a classic experiment, each
team identified as the experimental group. It is therefore another necessary strategy that will
assist an investigator consistently and conducting an investigation systematically.
17
effective process as well as strategy which consisting different paths with the broad assumptions
(Mackey and Gass, 2015). It is based on the study of nature to deal with the issue. Various
research approaches mention below:
Inductive approach- It approach is known as the inductive reasoning that essentially
begins with ideas and hypotheses being formulated as an intake of findings towards end of the
research related process. Under this approach, to reach at valid conclusion for analysis, the
regularities, differences and trends in experience are established (McCuskey and Gunaydin,
2015).
Deductive approach- It presents as an active data analysis method that the author uses to
collect reliable study-related information. This methodology was mainly concerned with creating
a hypothesis based on the current theory and then preparing the best research method to test the
hypotheses.
Research Strategy
In conducting the present research, survey strategy has been used through an investigator
to collect accurate and reliable information about major causes behind decline in sales of Marks
and Spencer in UK. With the help of using survey method, researcher can collect the data and
information in less time period and from large number of population. Through survey, research
will connect with the chosen sample size and also ask the questions from them about the
effective measures which Marks & Spencer should be taken for make improvement in its sales
and also get the competitive benefits.
Case study- It is necessary research strategy that consists the empirical investigation to
research the contemporary phenomena by applying various evidence sources. It is suitable to
gain the detailed insight of research.
Survey- This is quantitative approach that mainly use of the self- report measures in
chosen samples. Through using the survey, researcher can collect more information from
sizeable target respondents.
Experiments- This is an important form of research strategy that assess researcher
evaluate change in an independent and the dependent variables. In a classic experiment, each
team identified as the experimental group. It is therefore another necessary strategy that will
assist an investigator consistently and conducting an investigation systematically.
17
Grounded theory- This implements mixed research strategy approach where the
emphasis is on building theory. To predict and describe a behaviour, such a form of strategy is
adopted. In this, new smitheries are developed by support of the theoretical framework (Quinlan
and et. al., 2019).
Research Design
In conducting this investigation, descriptive research design will be used because this
design is suitable to gather the accurate information regarding topic. This permits for the in-
depth evaluation of different variables of people that design in an effective manner. With the
help of implementing the descriptive research design, an investigator can analyse the arisen
issues and the main factors which reducing the interest of customers from the products and
services of Marks & Spencer and company face the problem of declining sales.
Research design can be defined as a master plan that demonstrates a strategy for
conducting the research activities effectively (Riedl, Davis and Hevner, 2014). This part of
research methodology acts as useful master plan to collect and analyse various methods. In
addition to this, research design is deliberately planning arrangement for evaluation of
malformation effectively that main purpose is to integrate the relevance to an investigation. It is
classified in different parts which given below:
Exploratory Research design- Under this, Researcher's ideas and thoughts are main as
they contribute primarily to personal inclination towards particular topic or study. Explanation of
the unexplored prospects of study that given along with complete details of why, where and how
the research questions are related.
Descriptive research design- Under this research design, the researcher is interested in
defining the incident or circumstance in which he or she is investigating. This is also a theory-
based research model that is built through the selection, analysis and presentation of information
gathered (Savin-Baden and Major, 2013).
Experimental research design- This is an effective form of the research design that is
used through researcher to establish relationship among a condition's source and effect.
Therefore, this is like a causal research design in which the independent variable decides the
origin of the effect on dependent variable. The influence of independent variables such as the
productivity of a company on a dependent variable is tracked like work-related effects within the
company's working environment. This is an inherently realistic form of model for research, as it
18
emphasis is on building theory. To predict and describe a behaviour, such a form of strategy is
adopted. In this, new smitheries are developed by support of the theoretical framework (Quinlan
and et. al., 2019).
Research Design
In conducting this investigation, descriptive research design will be used because this
design is suitable to gather the accurate information regarding topic. This permits for the in-
depth evaluation of different variables of people that design in an effective manner. With the
help of implementing the descriptive research design, an investigator can analyse the arisen
issues and the main factors which reducing the interest of customers from the products and
services of Marks & Spencer and company face the problem of declining sales.
Research design can be defined as a master plan that demonstrates a strategy for
conducting the research activities effectively (Riedl, Davis and Hevner, 2014). This part of
research methodology acts as useful master plan to collect and analyse various methods. In
addition to this, research design is deliberately planning arrangement for evaluation of
malformation effectively that main purpose is to integrate the relevance to an investigation. It is
classified in different parts which given below:
Exploratory Research design- Under this, Researcher's ideas and thoughts are main as
they contribute primarily to personal inclination towards particular topic or study. Explanation of
the unexplored prospects of study that given along with complete details of why, where and how
the research questions are related.
Descriptive research design- Under this research design, the researcher is interested in
defining the incident or circumstance in which he or she is investigating. This is also a theory-
based research model that is built through the selection, analysis and presentation of information
gathered (Savin-Baden and Major, 2013).
Experimental research design- This is an effective form of the research design that is
used through researcher to establish relationship among a condition's source and effect.
Therefore, this is like a causal research design in which the independent variable decides the
origin of the effect on dependent variable. The influence of independent variables such as the
productivity of a company on a dependent variable is tracked like work-related effects within the
company's working environment. This is an inherently realistic form of model for research, as it
18
plays a critical role in solving a problem. In addition to this, independent research variables are
modified to control changes that have on dependent variable study.
Data collection
In conducting this research, questionnaire will be created in primary data collection
method because it provides the new information. The main reason behind using primary method
is that data and information is collected for the first time. With the help of using the
questionnaire, researcher asks some questions regarding the reasons of decline sales of Marks &
Spencer organisation and also the different ways through which they can overcome in an
effective manner for gaining the competitive benefits.
One of the important elements of the research work is the collection of data. In this,
researcher has an option to use primary and secondary sources to gather relevant information. In
present study, relevant information is derived from both primary and secondary sources. The
main focus of an investigator is to generate the valid and reliable results by an in-depth analysis
of the primary and secondary data. This can be said that study is based on both primary and
secondary information collection (Tuohy and et. al., 2013). With the help of using these both
methods, researcher can able to conduct an investigation accordingly and also generate the valid
outcomes. Primary and secondary data collection given below:
Primary method- This is presented as collected the first-hand data or information through
an investigator by direct experience and actions, usually for the purpose of solving research
related issues. Different sources to collect the primary data are mailed questionnaire, interviews,
focus groups, case studies and others (Mackey and Gass, 2015).
Secondary method- Another necessary kind of data collection includes second-hand
information on subject. In this method, data has already been obtained for a reason through
someone other than user, not related to actual research problem. This is easily acquired from
information collected from various sources, such as government reports, business internal
documents, books, articles etc. The main benefit of using the secondary information is that it
saves time and cost of researcher to collect information effectively (McCusker and Gunaydin,
2015).
Data Analysis
This is an in-depth analysis and assessment that essential to the quality of research work.
The researcher may follow qualitative or quantitative means to conduct study. An investigator is
19
modified to control changes that have on dependent variable study.
Data collection
In conducting this research, questionnaire will be created in primary data collection
method because it provides the new information. The main reason behind using primary method
is that data and information is collected for the first time. With the help of using the
questionnaire, researcher asks some questions regarding the reasons of decline sales of Marks &
Spencer organisation and also the different ways through which they can overcome in an
effective manner for gaining the competitive benefits.
One of the important elements of the research work is the collection of data. In this,
researcher has an option to use primary and secondary sources to gather relevant information. In
present study, relevant information is derived from both primary and secondary sources. The
main focus of an investigator is to generate the valid and reliable results by an in-depth analysis
of the primary and secondary data. This can be said that study is based on both primary and
secondary information collection (Tuohy and et. al., 2013). With the help of using these both
methods, researcher can able to conduct an investigation accordingly and also generate the valid
outcomes. Primary and secondary data collection given below:
Primary method- This is presented as collected the first-hand data or information through
an investigator by direct experience and actions, usually for the purpose of solving research
related issues. Different sources to collect the primary data are mailed questionnaire, interviews,
focus groups, case studies and others (Mackey and Gass, 2015).
Secondary method- Another necessary kind of data collection includes second-hand
information on subject. In this method, data has already been obtained for a reason through
someone other than user, not related to actual research problem. This is easily acquired from
information collected from various sources, such as government reports, business internal
documents, books, articles etc. The main benefit of using the secondary information is that it
saves time and cost of researcher to collect information effectively (McCusker and Gunaydin,
2015).
Data Analysis
This is an in-depth analysis and assessment that essential to the quality of research work.
The researcher may follow qualitative or quantitative means to conduct study. An investigator is
19
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able to develop the valid and reliable conclusions through the use of effective methods. Analysis
is of a qualitative nature, which in effect suggests application of the qualitative method. The
collected data will be examined by following thematic analysis in the present case. The
methodology emphasizes the development of themes in order to effectively isolate and analyse
data. Separating data from various themes allows to evaluate a broad range of the data and
information (Mukhopadhyay and Gupta, 2014). Therefore, it can be assumed that analysis of
relevant information can produce valid and reliable results through the using the thematic
analysis. It is predicted that separation of accurate and reliable information into various forms
would yield useful results. The author has now decided to take qualitative approaches into
consideration for the purpose of performing the study in an effective or efficient manner.
Sampling
The random data sampling method has been used in probabilistic method. The reason to
use this sampling is that it provides equal chances to all respondents so that they can give their
better participation and involve in providing their opinions. Under this, chosen sample size is
employees because they have the better information and understanding about the organisation
operations, sales and also productivity level. The employees are main part of company and they
are aware about the issues which mainly faced by the company as well as they have information
regarding the factors which impact about the sales of Marks & Spencer in a better manner.
Through using the random sampling methods, there has been 40 employee were pursued which
are working in this company from long period of time and also have the more experience. They
are mainly from the marketing department, sales, operations and finance. The survey pr
questionnaire was administrated through email.
Sampling enables the choice of part of population as an effective method. Population is
also defined a large group of the people that is being studied in area of study. To research entire
population, there is a need to researcher to selects a particular part of the population for his or her
analysis. This makes any research related activity manageable for a researcher. In a project
where information is collected, a study introduces as a group selected for the analysis as well as
evaluation. Sample is representative of the whole population that taken to explain what outputs
are like to be. This is an important part of the research project because the whole investigation
analysis depends on respondents ' response. Different sampling methods are given below:
20
is of a qualitative nature, which in effect suggests application of the qualitative method. The
collected data will be examined by following thematic analysis in the present case. The
methodology emphasizes the development of themes in order to effectively isolate and analyse
data. Separating data from various themes allows to evaluate a broad range of the data and
information (Mukhopadhyay and Gupta, 2014). Therefore, it can be assumed that analysis of
relevant information can produce valid and reliable results through the using the thematic
analysis. It is predicted that separation of accurate and reliable information into various forms
would yield useful results. The author has now decided to take qualitative approaches into
consideration for the purpose of performing the study in an effective or efficient manner.
Sampling
The random data sampling method has been used in probabilistic method. The reason to
use this sampling is that it provides equal chances to all respondents so that they can give their
better participation and involve in providing their opinions. Under this, chosen sample size is
employees because they have the better information and understanding about the organisation
operations, sales and also productivity level. The employees are main part of company and they
are aware about the issues which mainly faced by the company as well as they have information
regarding the factors which impact about the sales of Marks & Spencer in a better manner.
Through using the random sampling methods, there has been 40 employee were pursued which
are working in this company from long period of time and also have the more experience. They
are mainly from the marketing department, sales, operations and finance. The survey pr
questionnaire was administrated through email.
Sampling enables the choice of part of population as an effective method. Population is
also defined a large group of the people that is being studied in area of study. To research entire
population, there is a need to researcher to selects a particular part of the population for his or her
analysis. This makes any research related activity manageable for a researcher. In a project
where information is collected, a study introduces as a group selected for the analysis as well as
evaluation. Sample is representative of the whole population that taken to explain what outputs
are like to be. This is an important part of the research project because the whole investigation
analysis depends on respondents ' response. Different sampling methods are given below:
20
Probability sampling- It signifies as effective sampling method where each member of
whole group has a known opportunity to be selected in sample (Riedl, Davis and Hevner, 2014).
If sample population is socially homogeneous, there is a chance for each representative to be
identified in the sample. This sampling method is effective for randomly selecting members of
the population through setting certain selection criteria. Such selection criteria provide equal
opportunities for each participant to be section of the various samples.
Non-probability sampling- This is another form of the sampling method that mainly
used to collect samples from the total population. It depends on the ability of an investigator to
randomly choose the participants. This sampling method is a pre-defined selection process that
makes it complex for whole population to have the equal opportunities to be included in the
sample (Soni and Kodali, 2012).
Ethical Consideration
Ethical considerations are considered to be a very necessary factor for the effective
conduct of an investigation. The investigator is specifically obligated to assure that all the
involved parties in research work are properly cared for. Researchers are responsible for keeping
all data and information private in nature (Savin-Baden and Major, 2013). In addition to this, the
researcher must assure that no personal and financial information is requested to ask from
respondents. Investigator needs to assure that research is mainly conducted in a sequential
manner with research goals in the process of doing research work. It is the researcher's
responsibility to ensure that the research objectives are taken into account when conducting
research. In particular, researcher must check that any of the parties ' personal interests are not
compromised. All relevant information must be obtained by the researcher from credible and
reliable sources. The researcher can be said to be responsible for performing research work in
accordance with the guidelines as well as principles defined. Researcher should take into account
all the ethical norms that apply during the conduct of research work.
Validity and reliability
Producing valid and reliable results by performing research work is important for
researchers. Validity and consistency are now considered as two essential criteria for research
that carried out. There is a need to researcher to have extract information from the reliable
sources to fulfil the validity criteria (Savin-Baden and Major, 2013). On the other hand, work is
known to be accurate in nature if the findings are credible and valid. An investigation is said to
21
whole group has a known opportunity to be selected in sample (Riedl, Davis and Hevner, 2014).
If sample population is socially homogeneous, there is a chance for each representative to be
identified in the sample. This sampling method is effective for randomly selecting members of
the population through setting certain selection criteria. Such selection criteria provide equal
opportunities for each participant to be section of the various samples.
Non-probability sampling- This is another form of the sampling method that mainly
used to collect samples from the total population. It depends on the ability of an investigator to
randomly choose the participants. This sampling method is a pre-defined selection process that
makes it complex for whole population to have the equal opportunities to be included in the
sample (Soni and Kodali, 2012).
Ethical Consideration
Ethical considerations are considered to be a very necessary factor for the effective
conduct of an investigation. The investigator is specifically obligated to assure that all the
involved parties in research work are properly cared for. Researchers are responsible for keeping
all data and information private in nature (Savin-Baden and Major, 2013). In addition to this, the
researcher must assure that no personal and financial information is requested to ask from
respondents. Investigator needs to assure that research is mainly conducted in a sequential
manner with research goals in the process of doing research work. It is the researcher's
responsibility to ensure that the research objectives are taken into account when conducting
research. In particular, researcher must check that any of the parties ' personal interests are not
compromised. All relevant information must be obtained by the researcher from credible and
reliable sources. The researcher can be said to be responsible for performing research work in
accordance with the guidelines as well as principles defined. Researcher should take into account
all the ethical norms that apply during the conduct of research work.
Validity and reliability
Producing valid and reliable results by performing research work is important for
researchers. Validity and consistency are now considered as two essential criteria for research
that carried out. There is a need to researcher to have extract information from the reliable
sources to fulfil the validity criteria (Savin-Baden and Major, 2013). On the other hand, work is
known to be accurate in nature if the findings are credible and valid. An investigation is said to
21
be accurate in nature in various situations where identical findings were derived. In this case, the
investigator has made sure that reliable sources extract the data. In addition to this, the correct
techniques for performing experimental work are adopted. The author may be said to have
ensured that the research work meets validity and reliability standards. Therefore, it can be said
that the proposed study proves to be valid as well as reliable in nature.
22
investigator has made sure that reliable sources extract the data. In addition to this, the correct
techniques for performing experimental work are adopted. The author may be said to have
ensured that the research work meets validity and reliability standards. Therefore, it can be said
that the proposed study proves to be valid as well as reliable in nature.
22
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DATA ANALYSIS AND INTERPRETATION
This refers as an important area of an investigation, as it is effective in assisting the
overall work in right direction. Data Analysis is referring as an effective procedure of evaluating
information through applying analytical and statistical techniques such as Regression to reaching
at useful information and assist towards an effective executive decision. This section of
investigation performs vital role in analysing the accumulated information in effective manner as
proper analysis is essential to reaching at potential outcome.
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Are you satisfied from the current working practices of Marks & Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q2) Does Marks & Spencer provides training to employees to improving their skills for
increasing sales?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q3) According to your opinion, does sales are the most prime factor for a business
enterprise?
a) Strongly Agree
b) Agree
c) Neutral
23
This refers as an important area of an investigation, as it is effective in assisting the
overall work in right direction. Data Analysis is referring as an effective procedure of evaluating
information through applying analytical and statistical techniques such as Regression to reaching
at useful information and assist towards an effective executive decision. This section of
investigation performs vital role in analysing the accumulated information in effective manner as
proper analysis is essential to reaching at potential outcome.
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Are you satisfied from the current working practices of Marks & Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q2) Does Marks & Spencer provides training to employees to improving their skills for
increasing sales?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q3) According to your opinion, does sales are the most prime factor for a business
enterprise?
a) Strongly Agree
b) Agree
c) Neutral
23
d) Disagree
e) Strongly disagree
Q4) Do you think that availability of substitute products mainly influences the buying
decision of customers?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q5) Do you think that ignoring available competition within market affects the overall
sales operations of firm?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q6) Do you think that, improper management of stores affects the sales of a retail
business?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q7) According to your opinion does poor structure of stores develops negative impact on
sales of company?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) Does employees capable in providing the better experience to consumers?
24
e) Strongly disagree
Q4) Do you think that availability of substitute products mainly influences the buying
decision of customers?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q5) Do you think that ignoring available competition within market affects the overall
sales operations of firm?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q6) Do you think that, improper management of stores affects the sales of a retail
business?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q7) According to your opinion does poor structure of stores develops negative impact on
sales of company?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) Does employees capable in providing the better experience to consumers?
24
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q9) Do you think that, frequent change in trend has direct influence over the sales of
Marks and Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q10) Do You think that, revamping stores is an effective strategic step taken by the Marks
and Spencer to enhance its sales and revenue?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q11) According to you, website is the most important way that encourages sales of Marks
and Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q12) Are you satisfied with the offered products and services offered by Marks and
Spencer?
a) Strongly Agree
b) Agree
c) Neutral
25
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q9) Do you think that, frequent change in trend has direct influence over the sales of
Marks and Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q10) Do You think that, revamping stores is an effective strategic step taken by the Marks
and Spencer to enhance its sales and revenue?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q11) According to you, website is the most important way that encourages sales of Marks
and Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q12) Are you satisfied with the offered products and services offered by Marks and
Spencer?
a) Strongly Agree
b) Agree
c) Neutral
25
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d) Disagree
e) Strongly disagree
Q13) Do you think, decline in sales affects overall performance level of Marks and
Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q14) Do You think that, changes are required in sales strategy of Marks and Spencer or
not?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q15) Provide recommendation to Marks and Spencer for increasing their sales at global
level.
Data Sheet
Q1) Are you satisfied from the current working practices of Marks &
Spencer?
Frequency
a) Strongly Agree 10
b) Agree 2
c) Neutral 8
d) Disagree 6
e) Strongly disagree 14
Q2) Does Marks & Spencer provides training to employees to improving
their skills for increasing sales?
Frequency
26
e) Strongly disagree
Q13) Do you think, decline in sales affects overall performance level of Marks and
Spencer?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q14) Do You think that, changes are required in sales strategy of Marks and Spencer or
not?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q15) Provide recommendation to Marks and Spencer for increasing their sales at global
level.
Data Sheet
Q1) Are you satisfied from the current working practices of Marks &
Spencer?
Frequency
a) Strongly Agree 10
b) Agree 2
c) Neutral 8
d) Disagree 6
e) Strongly disagree 14
Q2) Does Marks & Spencer provides training to employees to improving
their skills for increasing sales?
Frequency
26
a) Strongly Agree 12
b) Agree 8
c) Neutral 6
d) Disagree 4
e) Strongly disagree 10
Q3) According to your opinion, does sales are the most prime factor for a
business enterprise?
Frequency
a) Strongly Agree 8
b) Agree 4
c) Neutral 6
d) Disagree 9
e) Strongly disagree 13
Q4) Do you think that availability of substitute products mainly influences
the buying decision of customers?
Frequency
a) Strongly Agree 12
b) Agree 5
c) Neutral 10
d) Disagree 2
e) Strongly disagree 11
Q5) Do you think that ignoring available competition within market affects
the overall sales operations of firm?
Frequency
a) Strongly Agree 16
b) Agree 2
c) Neutral 4
d) Disagree 8
27
b) Agree 8
c) Neutral 6
d) Disagree 4
e) Strongly disagree 10
Q3) According to your opinion, does sales are the most prime factor for a
business enterprise?
Frequency
a) Strongly Agree 8
b) Agree 4
c) Neutral 6
d) Disagree 9
e) Strongly disagree 13
Q4) Do you think that availability of substitute products mainly influences
the buying decision of customers?
Frequency
a) Strongly Agree 12
b) Agree 5
c) Neutral 10
d) Disagree 2
e) Strongly disagree 11
Q5) Do you think that ignoring available competition within market affects
the overall sales operations of firm?
Frequency
a) Strongly Agree 16
b) Agree 2
c) Neutral 4
d) Disagree 8
27
e) Strongly disagree 10
Q6) Do you think that, improper management of stores affects the sales of
a retail business?
Frequency
a) Strongly Agree 11
b) Agree 9
c) Neutral 12
d) Disagree 6
e) Strongly disagree 2
Q7) According to your opinion does poor structure of stores develops
negative impact on sales of company?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 2
d) Disagree 10
e) Strongly disagree 10
Q8) Does employees capable in providing the better experience to
consumers?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 10
d) Disagree 8
e) Strongly disagree 14
Q9) Do you think that, frequent change in trend has direct influence over
the sales of Marks and Spencer?
Frequency
a) Strongly Agree 9
28
Q6) Do you think that, improper management of stores affects the sales of
a retail business?
Frequency
a) Strongly Agree 11
b) Agree 9
c) Neutral 12
d) Disagree 6
e) Strongly disagree 2
Q7) According to your opinion does poor structure of stores develops
negative impact on sales of company?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 2
d) Disagree 10
e) Strongly disagree 10
Q8) Does employees capable in providing the better experience to
consumers?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 10
d) Disagree 8
e) Strongly disagree 14
Q9) Do you think that, frequent change in trend has direct influence over
the sales of Marks and Spencer?
Frequency
a) Strongly Agree 9
28
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b) Agree 9
c) Neutral 8
d) Disagree 8
e) Strongly disagree 16
Q10) Do You think that, revamping stores is an effective strategic step
taken by the Marks and Spencer to enhance its sales and revenue?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 7
d) Disagree 12
e) Strongly disagree 3
Q11) According to you, website is the most important way that encourages
sales of Marks and Spencer?
Frequency
a) Strongly Agree 10
b) Agree 11
c) Neutral 12
d) Disagree 3
e) Strongly disagree 4
Q12) Are you satisfied with the offered products and services offered by
Marks and Spencer?
Frequency
a) Strongly Agree 10
b) Agree 10
c) Neutral 3
d) Disagree 8
e) Strongly disagree 9
29
c) Neutral 8
d) Disagree 8
e) Strongly disagree 16
Q10) Do You think that, revamping stores is an effective strategic step
taken by the Marks and Spencer to enhance its sales and revenue?
Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 7
d) Disagree 12
e) Strongly disagree 3
Q11) According to you, website is the most important way that encourages
sales of Marks and Spencer?
Frequency
a) Strongly Agree 10
b) Agree 11
c) Neutral 12
d) Disagree 3
e) Strongly disagree 4
Q12) Are you satisfied with the offered products and services offered by
Marks and Spencer?
Frequency
a) Strongly Agree 10
b) Agree 10
c) Neutral 3
d) Disagree 8
e) Strongly disagree 9
29
Q13) Do you think, decline in sales affects overall performance level of
Marks and Spencer?
Frequency
a) Strongly Agree 9
b) Agree 10
c) Neutral 6
d) Disagree 8
e) Strongly disagree 7
Q14) Do You think that, changes are required in sales strategy of Marks
and Spencer or not?
Frequency
a) Strongly Agree 5
b) Agree 10
c) Neutral 12
d) Disagree 3
e) Strongly disagree 10
30
Marks and Spencer?
Frequency
a) Strongly Agree 9
b) Agree 10
c) Neutral 6
d) Disagree 8
e) Strongly disagree 7
Q14) Do You think that, changes are required in sales strategy of Marks
and Spencer or not?
Frequency
a) Strongly Agree 5
b) Agree 10
c) Neutral 12
d) Disagree 3
e) Strongly disagree 10
30
Regression analysis
Q1) Are you satisfied from the current working practices of
Marks & Spencer? Frequency
a) Strongly Agree 10
b) Agree 2
c) Neutral 8
d) Disagree 6
e) Strongly disagree 14
Q2) Does Marks & Spencer provides training to employees to
improving their skills for increasing sales? Frequency
a) Strongly Agree 12
b) Agree 8
c) Neutral 6
d) Disagree 4
e) Strongly disagree 10
The above questions Q.1 and Q.2 are taken to analyse the regression to analyse the
impact of effective training programme carried out by company upon the current working
practices of Marks & Spencer. Here, the training program to improve the skills and enhancing
sales (Q.1) is recognised as independent variable whereas current the current working practices
of Marks & Spencer (Q.2) is considered as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.8956685895
R Square 0.8022222222
Adjusted R Square 0.4688888889
31
Q1) Are you satisfied from the current working practices of
Marks & Spencer? Frequency
a) Strongly Agree 10
b) Agree 2
c) Neutral 8
d) Disagree 6
e) Strongly disagree 14
Q2) Does Marks & Spencer provides training to employees to
improving their skills for increasing sales? Frequency
a) Strongly Agree 12
b) Agree 8
c) Neutral 6
d) Disagree 4
e) Strongly disagree 10
The above questions Q.1 and Q.2 are taken to analyse the regression to analyse the
impact of effective training programme carried out by company upon the current working
practices of Marks & Spencer. Here, the training program to improve the skills and enhancing
sales (Q.1) is recognised as independent variable whereas current the current working practices
of Marks & Spencer (Q.2) is considered as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.8956685895
R Square 0.8022222222
Adjusted R Square 0.4688888889
31
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Standard Error 4.4472213547
Observations 4
In the above calculation the Multiple R states the strength of correlation coefficient linear
relationship. as the standard measures if the value remains nearest 1 than it is recognised as that
there is a strong relation between variables and Here, the value of Coefficient correlation is
calculated as 0.8956 or nearest 0.9. the r2 presents coefficient of determination and tells that how
many points come across the regression line. The value of r2 is 0.80 that means 80% of the
variations of Y value among the values of mean defines by the x values. The adjusted terms in a
model counted as 0.46888. The standard correlation error is the accuracy of calculating the
regression coefficient; if the error is high compared to standard error, then the coefficient is
likely to be different from 0. The level of observation is 4.
ANOVA
df SS MS F
Significanc
e F
Regression 1
240.66666
66667
240.66666
66667
12.168539
3258
0.0732626
107
Residual 3
59.333333
3333
19.777777
7778
Total 4 300
In the above ANOVA table, the regression sum of squares calculated as 240.66 and
residual sum of squares calculated as 59.33. The F-Value counted as 12.168 stated that how
much the test results are related to the response. As the significant difference is less than
significant level of 0.05 as the significant level is calculated as 0.07. it indicates that the
variables are nor statistically significant.
Coefficie
nts
Standar
d Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
12
1.055555
5556
0.30259
50859 3.4883433498
0.039814
4283
0.09256
29424
2.01854
81687
0.09256
29424
2.01854
81687
32
Observations 4
In the above calculation the Multiple R states the strength of correlation coefficient linear
relationship. as the standard measures if the value remains nearest 1 than it is recognised as that
there is a strong relation between variables and Here, the value of Coefficient correlation is
calculated as 0.8956 or nearest 0.9. the r2 presents coefficient of determination and tells that how
many points come across the regression line. The value of r2 is 0.80 that means 80% of the
variations of Y value among the values of mean defines by the x values. The adjusted terms in a
model counted as 0.46888. The standard correlation error is the accuracy of calculating the
regression coefficient; if the error is high compared to standard error, then the coefficient is
likely to be different from 0. The level of observation is 4.
ANOVA
df SS MS F
Significanc
e F
Regression 1
240.66666
66667
240.66666
66667
12.168539
3258
0.0732626
107
Residual 3
59.333333
3333
19.777777
7778
Total 4 300
In the above ANOVA table, the regression sum of squares calculated as 240.66 and
residual sum of squares calculated as 59.33. The F-Value counted as 12.168 stated that how
much the test results are related to the response. As the significant difference is less than
significant level of 0.05 as the significant level is calculated as 0.07. it indicates that the
variables are nor statistically significant.
Coefficie
nts
Standar
d Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
12
1.055555
5556
0.30259
50859 3.4883433498
0.039814
4283
0.09256
29424
2.01854
81687
0.09256
29424
2.01854
81687
32
RESIDUAL
OUTPUT
Observation Predicted 10 Residuals
Standard
Residuals
1 8.4444444444 -6.4444444444 -1.6732703133
2 6.3333333333 1.6666666667 0.4327423224
3 4.2222222222 1.7777777778 0.4615918106
4 10.5555555556 3.4444444444 0.894334133
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero.
Q3) According to your opinion, does sales are the most
prime factor for a business enterprise? Frequency
a) Strongly Agree 8
b) Agree 4
c) Neutral 6
d) Disagree 9
e) Strongly disagree 13
Q4) Do you think that availability of substitute products mainly influences
the buying decision of customers? Frequency
a) Strongly Agree 12
b) Agree 5
c) Neutral 10
33
OUTPUT
Observation Predicted 10 Residuals
Standard
Residuals
1 8.4444444444 -6.4444444444 -1.6732703133
2 6.3333333333 1.6666666667 0.4327423224
3 4.2222222222 1.7777777778 0.4615918106
4 10.5555555556 3.4444444444 0.894334133
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero.
Q3) According to your opinion, does sales are the most
prime factor for a business enterprise? Frequency
a) Strongly Agree 8
b) Agree 4
c) Neutral 6
d) Disagree 9
e) Strongly disagree 13
Q4) Do you think that availability of substitute products mainly influences
the buying decision of customers? Frequency
a) Strongly Agree 12
b) Agree 5
c) Neutral 10
33
d) Disagree 2
e) Strongly disagree 11
There are two key variables taken to device the regression analysis. In this evaluation the
relation between available substitute products’ impact upon sales of marks and spencer analysed
with proper evaluation. In this analysis the (Q.4) the substitute products’ availability is taken as
independent variable and the Q.3 as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.8770888029
R Square 0.7692847682
Adjusted R
Square 0.4359514349
Standard Error 4.8192668875
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.877 or
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.769 that means 76% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.4359. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.8192; The level of observation is 4.
ANOVA
df SS MS F
Significanc
e F
Regressi
on 1 232.324 232.324
10.003042
6546
0.0871059
307
Residual 3 69.676
23.225333
3333
34
e) Strongly disagree 11
There are two key variables taken to device the regression analysis. In this evaluation the
relation between available substitute products’ impact upon sales of marks and spencer analysed
with proper evaluation. In this analysis the (Q.4) the substitute products’ availability is taken as
independent variable and the Q.3 as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.8770888029
R Square 0.7692847682
Adjusted R
Square 0.4359514349
Standard Error 4.8192668875
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.877 or
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.769 that means 76% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.4359. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.8192; The level of observation is 4.
ANOVA
df SS MS F
Significanc
e F
Regressi
on 1 232.324 232.324
10.003042
6546
0.0871059
307
Residual 3 69.676
23.225333
3333
34
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Total 4 302
The above regression states the difference between sales are the most prime factor and
availability of substitute products. The significant difference form anova presents the p values
which is more than 0.05 p (0.0871059307) and F (1,40) = 10.0030426546. the significant
difference does not exist and the variables are interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
12 0.964
0.304797
2003
3.162758
7095
0.050763
0388
-
0.006000
7241
1.934000
7241
-
0.006000
7241
1.934000
7241
The coefficient states the value of 0.964 with standard error of0.304, the p Value is
0.05 that presents that the variables are statistically significant among the variables.
RESIDUAL
OUTPUT
Observation Predicted 8 Residuals Standard Residuals
1 4.82 -0.82 -0.1964727133
2 9.64 -3.64 -0.8721471663
3 1.928 7.072 1.6944573517
4 10.604 2.396 0.5740836842
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.196, second observation has -0.872, third observation has 1.6944 and fourth observation has
0.574.
Q5) Do you think that ignoring available competition within
market affects the overall sales operations of firm? Frequency
35
The above regression states the difference between sales are the most prime factor and
availability of substitute products. The significant difference form anova presents the p values
which is more than 0.05 p (0.0871059307) and F (1,40) = 10.0030426546. the significant
difference does not exist and the variables are interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
12 0.964
0.304797
2003
3.162758
7095
0.050763
0388
-
0.006000
7241
1.934000
7241
-
0.006000
7241
1.934000
7241
The coefficient states the value of 0.964 with standard error of0.304, the p Value is
0.05 that presents that the variables are statistically significant among the variables.
RESIDUAL
OUTPUT
Observation Predicted 8 Residuals Standard Residuals
1 4.82 -0.82 -0.1964727133
2 9.64 -3.64 -0.8721471663
3 1.928 7.072 1.6944573517
4 10.604 2.396 0.5740836842
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.196, second observation has -0.872, third observation has 1.6944 and fourth observation has
0.574.
Q5) Do you think that ignoring available competition within
market affects the overall sales operations of firm? Frequency
35
a) Strongly Agree 16
b) Agree 2
c) Neutral 4
d) Disagree 8
e) Strongly disagree 10
Q6) Do you think that, improper management of stores affects
the sales of a retail business? Frequency
a) Strongly Agree 11
b) Agree 9
c) Neutral 12
d) Disagree 6
e) Strongly disagree 2
The above regression analysis mainly states the impact upon the relation between
two variables as avoiding competition and improper management of stores subject to sales
figures. In the Q.5 is recognised as dependent variable and Q.6 is considered as
independent variable.
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.6068382537
R Square 0.3682526661
Adjusted R Square 0.0349193328
Standard Error 6.2247224686
Observations 4
36
b) Agree 2
c) Neutral 4
d) Disagree 8
e) Strongly disagree 10
Q6) Do you think that, improper management of stores affects
the sales of a retail business? Frequency
a) Strongly Agree 11
b) Agree 9
c) Neutral 12
d) Disagree 6
e) Strongly disagree 2
The above regression analysis mainly states the impact upon the relation between
two variables as avoiding competition and improper management of stores subject to sales
figures. In the Q.5 is recognised as dependent variable and Q.6 is considered as
independent variable.
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.6068382537
R Square 0.3682526661
Adjusted R Square 0.0349193328
Standard Error 6.2247224686
Observations 4
36
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.606
nearest 0.6. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.368 that means 37% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.034. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 6.224; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regression 1
67.75849
0566 67.758490566
1.748733930
7 0.3170017989
Residual 3
116.2415
09434
38.747169811
3
Interpretation: The above regression states the ignoring available competition and
improper management of stores. The significant difference form anova presents the p values
which is less than 0.05 p (0.3170017989) and F (1,40) =1.74873393076. the significant
difference does exist and the variables are not interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
11
0.505660
3774
0.382381
6616
1.322397
0397
0.277814
0521
-
0.711248
7288
1.722569
4836
-
0.711248
7288
1.722569
4836
The coefficient states the value of 0.505 with standard error of 0.328, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
37
between variables and Here, the value of Coefficient correlation is calculated as 0.606
nearest 0.6. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.368 that means 37% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.034. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 6.224; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regression 1
67.75849
0566 67.758490566
1.748733930
7 0.3170017989
Residual 3
116.2415
09434
38.747169811
3
Interpretation: The above regression states the ignoring available competition and
improper management of stores. The significant difference form anova presents the p values
which is less than 0.05 p (0.3170017989) and F (1,40) =1.74873393076. the significant
difference does exist and the variables are not interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
11
0.505660
3774
0.382381
6616
1.322397
0397
0.277814
0521
-
0.711248
7288
1.722569
4836
-
0.711248
7288
1.722569
4836
The coefficient states the value of 0.505 with standard error of 0.328, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
37
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Observation Predicted 16 Residuals Standard Residuals
1 4.5509433962 -2.5509433962 -0.4732059506
2 6.0679245283 -2.0679245283 -0.3836048239
3 3.0339622642 4.9660377358 0.9212115843
4 1.0113207547 8.9886792453 1.667420968
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.473, second observation has -0.383, third observation has 0.9212 and fourth observation has
1.667.
Q7) According to your opinion does poor structure of stores develops
negative impact on sales of company? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 2
d) Disagree 10
e) Strongly disagree 10
Q8) Does employees capable in providing the better experience to
consumers? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 10
d) Disagree 8
e) Strongly disagree 14
38
1 4.5509433962 -2.5509433962 -0.4732059506
2 6.0679245283 -2.0679245283 -0.3836048239
3 3.0339622642 4.9660377358 0.9212115843
4 1.0113207547 8.9886792453 1.667420968
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.473, second observation has -0.383, third observation has 0.9212 and fourth observation has
1.667.
Q7) According to your opinion does poor structure of stores develops
negative impact on sales of company? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 2
d) Disagree 10
e) Strongly disagree 10
Q8) Does employees capable in providing the better experience to
consumers? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 10
d) Disagree 8
e) Strongly disagree 14
38
The regression analysis done between Q.7 and Q.8 in order to determine the impact of
poor structure of organisation upon sales and customer experience. Here in the above case the
poor structure of organisation is recognised as independent variable and the impact upon sales
and customer experience is calculated as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.9018270513
R Square 0.8132920304
Adjusted R Square 0.4799586971
Standard Error 4.0840231737
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.901
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.813 that means 81% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.479. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.084; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regression 1
217.96226
41509
217.96226
41509
13.067873
3032 0.0687281453
Residual 3
50.037735
8491
16.679245
283
Total 4 268
Interpretation: The above regression states the ignoring available competition and
improper management of stores. The significant difference form ANOVA presents the p values
39
poor structure of organisation upon sales and customer experience. Here in the above case the
poor structure of organisation is recognised as independent variable and the impact upon sales
and customer experience is calculated as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.9018270513
R Square 0.8132920304
Adjusted R Square 0.4799586971
Standard Error 4.0840231737
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.901
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.813 that means 81% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.479. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.084; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regression 1
217.96226
41509
217.96226
41509
13.067873
3032 0.0687281453
Residual 3
50.037735
8491
16.679245
283
Total 4 268
Interpretation: The above regression states the ignoring available competition and
improper management of stores. The significant difference form ANOVA presents the p values
39
which is more than 0.05 p (0.0687281453) and F (1,40) = 13.0678733032 The significant
difference does not exist and the variables are interrelated with each other.
Coefficient
s
Standar
d Error t Stat P-value Lower 95% Upper 95%
Lower
95.0%
Upper
95.0%
10
0.71698113
21
0.19833
76985
3.61495
13556
0.03637
64777 0.0857820563
1.34818020
79
0.08578
20563
1.34818
02079
The coefficient states the value of 0.716 with standard error of 0.198, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
Observation Predicted 10 Residuals Standard Residuals
1 5.7358490566 2.2641509434 0.6401570711
2 7.1698113208 -5.1698113208 -1.4616919791
3 5.7358490566 4.2641509434 1.2056291506
4
10.037735849
1 -0.0377358491 -0.0106692845
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.640, second observation has -1.461, third observation has 1.205 and fourth observation has -
0.010.
Q9) Do you think that, frequent change in trend has direct influence
over the sales of Marks and Spencer? Frequency
a) Strongly Agree 9
40
difference does not exist and the variables are interrelated with each other.
Coefficient
s
Standar
d Error t Stat P-value Lower 95% Upper 95%
Lower
95.0%
Upper
95.0%
10
0.71698113
21
0.19833
76985
3.61495
13556
0.03637
64777 0.0857820563
1.34818020
79
0.08578
20563
1.34818
02079
The coefficient states the value of 0.716 with standard error of 0.198, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
Observation Predicted 10 Residuals Standard Residuals
1 5.7358490566 2.2641509434 0.6401570711
2 7.1698113208 -5.1698113208 -1.4616919791
3 5.7358490566 4.2641509434 1.2056291506
4
10.037735849
1 -0.0377358491 -0.0106692845
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.640, second observation has -1.461, third observation has 1.205 and fourth observation has -
0.010.
Q9) Do you think that, frequent change in trend has direct influence
over the sales of Marks and Spencer? Frequency
a) Strongly Agree 9
40
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b) Agree 9
c) Neutral 8
d) Disagree 8
e) Strongly disagree 16
Q10) Do You think that, revamping stores is an effective strategic step
taken by the Marks and Spencer to enhance its sales and revenue? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 7
d) Disagree 12
e) Strongly disagree 3
There is a regression analysis carried out in order to analyse the impact of strategic
changes in upon sale figures. Here in the above facts, Q.9 is considered as dependent variable
and Q.10 is recognised as independent variable.
Summary Output
Regression Statistics
Multiple R 0.7733954439
R Square 0.5981405126
Adjusted R Square 0.2648071792
Standard Error 7.8922886764
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0. 773
nearest 0.7. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.598 that means 59% of the variations of
41
c) Neutral 8
d) Disagree 8
e) Strongly disagree 16
Q10) Do You think that, revamping stores is an effective strategic step
taken by the Marks and Spencer to enhance its sales and revenue? Frequency
a) Strongly Agree 10
b) Agree 8
c) Neutral 7
d) Disagree 12
e) Strongly disagree 3
There is a regression analysis carried out in order to analyse the impact of strategic
changes in upon sale figures. Here in the above facts, Q.9 is considered as dependent variable
and Q.10 is recognised as independent variable.
Summary Output
Regression Statistics
Multiple R 0.7733954439
R Square 0.5981405126
Adjusted R Square 0.2648071792
Standard Error 7.8922886764
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0. 773
nearest 0.7. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.598 that means 59% of the variations of
41
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.264. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 7.892; The level of observation is 4.
ANOVA
df SS MS F
Significan
ce F
Regressio
n 1
278.13533
83459
278.13533
83459
4.4652959
401
0.1689427
947
Residual 3
186.86466
16541
62.288220
5514
Interpretation: The above regression states the frequent change in trends and
revamping stores is an effective strategic step. The significant difference form anova presents
the p values which is less than 0.05 p (0.1689427947) and F (1,40) = 4.4652959401 The
significant difference does exist and the variables are not interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
10
1.022556
391
0.483907
2666
2.113124
6864
0.124995
4939
-
0.517452
5017
2.562565
2837
-
0.517452
5017
2.562565
2837
The coefficient states the value of 0.716 with standard error of 0.198, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
Observation Predicted 9 Residuals Standard Residuals
1 8.1804511278 0.8195488722 0.119906096
42
counted as 0.264. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 7.892; The level of observation is 4.
ANOVA
df SS MS F
Significan
ce F
Regressio
n 1
278.13533
83459
278.13533
83459
4.4652959
401
0.1689427
947
Residual 3
186.86466
16541
62.288220
5514
Interpretation: The above regression states the frequent change in trends and
revamping stores is an effective strategic step. The significant difference form anova presents
the p values which is less than 0.05 p (0.1689427947) and F (1,40) = 4.4652959401 The
significant difference does exist and the variables are not interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
10
1.022556
391
0.483907
2666
2.113124
6864
0.124995
4939
-
0.517452
5017
2.562565
2837
-
0.517452
5017
2.562565
2837
The coefficient states the value of 0.716 with standard error of 0.198, the p Value is
0.05 that presents that the variables are statistically significant among the variables. The
above regression states the difference between sales are the most prime factor and
availability of substitute products.
RESIDUAL
OUTPUT
Observation Predicted 9 Residuals Standard Residuals
1 8.1804511278 0.8195488722 0.119906096
42
2 7.1578947368 0.8421052632 0.1232062638
3
12.270676691
7 -4.2706766917 -0.6248317665
4 3.0676691729 12.9323308271 1.8920961943
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.640, second observation has -1.461, third observation has 1.205 and fourth observation has -
0.010.
Q11) According to you, website is the most important way that encourages
sales of Marks and Spencer? Frequency
a) Strongly Agree 10
b) Agree 11
c) Neutral 12
d) Disagree 3
e) Strongly disagree 4
Q12) Are you satisfied with the offered products and services offered by
Marks and Spencer? Frequency
a) Strongly Agree 10
b) Agree 10
c) Neutral 3
d) Disagree 8
e) Strongly disagree 9
43
3
12.270676691
7 -4.2706766917 -0.6248317665
4 3.0676691729 12.9323308271 1.8920961943
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.640, second observation has -1.461, third observation has 1.205 and fourth observation has -
0.010.
Q11) According to you, website is the most important way that encourages
sales of Marks and Spencer? Frequency
a) Strongly Agree 10
b) Agree 11
c) Neutral 12
d) Disagree 3
e) Strongly disagree 4
Q12) Are you satisfied with the offered products and services offered by
Marks and Spencer? Frequency
a) Strongly Agree 10
b) Agree 10
c) Neutral 3
d) Disagree 8
e) Strongly disagree 9
43
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The above evaluation mainly determined to assess the relation between the website of
company offer products and services with the customer satisfaction. Q.11 is taken as independent
variable and Q.12 is recognised as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.7590167554
R Square 0.576106435
Adjusted R Square 0.2427731016
Standard Error 6.4012793997
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0. 759
nearest 0.7. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.576 that means 58% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.242. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 6.401; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regressio
n 1
167.07086
61417
167.07086
61417
4.0772482
706 0.1809128942
Residual 3
122.92913
38583
40.976377
9528
Total 4 290
Interpretation: The above regression states website is the most important way and
satisfied with the offered products and services. The significant difference form anova
presents the p values which is less than 0.05 p (0.1809128942) and F (1,40) = 4.0772482706
The significant difference does exist and the variables are not interrelated with each other.
44
company offer products and services with the customer satisfaction. Q.11 is taken as independent
variable and Q.12 is recognised as dependent variable.
Summary Output
Regression Statistics
Multiple R 0.7590167554
R Square 0.576106435
Adjusted R Square 0.2427731016
Standard Error 6.4012793997
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0. 759
nearest 0.7. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.576 that means 58% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.242. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 6.401; The level of observation is 4.
ANOVA
df SS MS F Significance F
Regressio
n 1
167.07086
61417
167.07086
61417
4.0772482
706 0.1809128942
Residual 3
122.92913
38583
40.976377
9528
Total 4 290
Interpretation: The above regression states website is the most important way and
satisfied with the offered products and services. The significant difference form anova
presents the p values which is less than 0.05 p (0.1809128942) and F (1,40) = 4.0772482706
The significant difference does exist and the variables are not interrelated with each other.
44
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
10
0.811023
622
0.401651
992
2.019219
7182
0.136759
2152
-
0.467212
2758
2.089259
5199
-
0.467212
2758
2.089259
5199
The coefficient states the value of 0.811 with standard error of 0.401, the p Value is
0.05 that presents that the variables are statistically significant among the variables. the p
value is calculated as 0.13675. The above regression states the difference between sales are
the most prime factor and availability of substitute products.
RESIDUAL OUTPUT
Observation Predicted 10 Residuals Standard Residuals
1 8.1102362205 2.8897637795 0.5212726369
2 2.4330708661 9.5669291339 1.7257391112
3 6.4881889764 -3.4881889764 -0.6292201039
4 7.2992125984 -3.2992125984 -0.5951314301
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.521, second observation has 1.725, third observation has -0.629 and fourth observation has -
0.595.
Q13) Do you think, decline in sales affects overall performance
level of Marks and Spencer? Frequency
a) Strongly Agree 9
b) Agree 10
c) Neutral 6
45
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
10
0.811023
622
0.401651
992
2.019219
7182
0.136759
2152
-
0.467212
2758
2.089259
5199
-
0.467212
2758
2.089259
5199
The coefficient states the value of 0.811 with standard error of 0.401, the p Value is
0.05 that presents that the variables are statistically significant among the variables. the p
value is calculated as 0.13675. The above regression states the difference between sales are
the most prime factor and availability of substitute products.
RESIDUAL OUTPUT
Observation Predicted 10 Residuals Standard Residuals
1 8.1102362205 2.8897637795 0.5212726369
2 2.4330708661 9.5669291339 1.7257391112
3 6.4881889764 -3.4881889764 -0.6292201039
4 7.2992125984 -3.2992125984 -0.5951314301
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.521, second observation has 1.725, third observation has -0.629 and fourth observation has -
0.595.
Q13) Do you think, decline in sales affects overall performance
level of Marks and Spencer? Frequency
a) Strongly Agree 9
b) Agree 10
c) Neutral 6
45
d) Disagree 8
e) Strongly disagree 7
Q14) Do You think that, changes are required in sales strategy of
Marks and Spencer or not? Frequency
a) Strongly Agree 5
b) Agree 10
c) Neutral 12
d) Disagree 3
e) Strongly disagree 10
The regression analysis is done in order to determine the impact of changes in sales
strategies upon performance of marks and spencer. Here in the Q.13 in recognised as a
dependent variable and Q.14 is independent variable.
Summary Output
Regression Statistics
Multiple R 0.8972110432
R Square 0.804987656
Adjusted R Square 0.4716543227
Standard Error 4.0231858709
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.897
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.804 that means 80% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.471. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.023; The level of observation is 4.
46
e) Strongly disagree 7
Q14) Do You think that, changes are required in sales strategy of
Marks and Spencer or not? Frequency
a) Strongly Agree 5
b) Agree 10
c) Neutral 12
d) Disagree 3
e) Strongly disagree 10
The regression analysis is done in order to determine the impact of changes in sales
strategies upon performance of marks and spencer. Here in the Q.13 in recognised as a
dependent variable and Q.14 is independent variable.
Summary Output
Regression Statistics
Multiple R 0.8972110432
R Square 0.804987656
Adjusted R Square 0.4716543227
Standard Error 4.0231858709
Observations 4
In the above calculation the Multiple R states as that there is a strong relation
between variables and Here, the value of Coefficient correlation is calculated as 0.897
nearest 0.9. the r2 presents coefficient of determination and tells that how many points
come across the regression line. The value of r2 is 0.804 that means 80% of the variations of
Y value among the values of mean defines by the x values. The adjusted terms in a model
counted as 0.471. The standard correlation error is the accuracy of calculating the
regression coefficient which is calculated as 4.023; The level of observation is 4.
46
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ANOVA
df SS MS F Significance F
Regression 1
200.44192
63456
200.44192
63456
12.383641
5612 0.0721243868
Residual 3
48.558073
6544
16.186024
5515
Total 4 249
Interpretation: The above regression states decline in sales affects overall performance
and changes are required in sales strategy. The significant difference form anova presents the
p values which is more than 0.05 p (.0721243868) and F (1,40) = 12.38364156120 The
significant difference does not exist and the variables are interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
5
0.753541
0765
0.214132
5776
3.519039
8635
0.038944
0921
0.072075
6462
1.435006
5068
0.072075
6462
1.435006
5068
The coefficient states the value of 0.753 with standard error of 0.214, the p Value is
0.05 that presents that the variables are statistically significant among the variables. the p
value is calculated as 0.03. the variable are statistically significant and present.
RESIDUAL OUTPUT
Observation Predicted 9 Residuals
Standard
Residuals
1 7.5354107649 2.4645892351 0.7073654084
2 9.0424929178 -3.0424929178 -0.8732304007
3 2.2606232295 5.7393767705 1.6472670316
4 7.5354107649 -0.5354107649 -0.153669037
47
df SS MS F Significance F
Regression 1
200.44192
63456
200.44192
63456
12.383641
5612 0.0721243868
Residual 3
48.558073
6544
16.186024
5515
Total 4 249
Interpretation: The above regression states decline in sales affects overall performance
and changes are required in sales strategy. The significant difference form anova presents the
p values which is more than 0.05 p (.0721243868) and F (1,40) = 12.38364156120 The
significant difference does not exist and the variables are interrelated with each other.
Coefficie
nts
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
5
0.753541
0765
0.214132
5776
3.519039
8635
0.038944
0921
0.072075
6462
1.435006
5068
0.072075
6462
1.435006
5068
The coefficient states the value of 0.753 with standard error of 0.214, the p Value is
0.05 that presents that the variables are statistically significant among the variables. the p
value is calculated as 0.03. the variable are statistically significant and present.
RESIDUAL OUTPUT
Observation Predicted 9 Residuals
Standard
Residuals
1 7.5354107649 2.4645892351 0.7073654084
2 9.0424929178 -3.0424929178 -0.8732304007
3 2.2606232295 5.7393767705 1.6472670316
4 7.5354107649 -0.5354107649 -0.153669037
47
Interpretation: The above residual output the difference between the observed results
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.707, second observation has -0.873, third observation has 1.64 and fourth observation has -
0.153.
sales revenue dependent variable
4152 1
4233.6 2
4195.1 2
4093.9 1
4092.5 2
3988.5 1
3961.3 2
3792.7 2
3671 1
3537.3 2
Poor Marketing
and Sales Alignment 1
Improper Selling
Techniques 2
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.016784
R Square 0.000282
Adjusted R Square -0.12468
Standard Error 247.9792
48
from dependent variable (Y) and the predictive value (ŷ). Each point has one residual which is
denoted as e. the residual output is calculated as e = y – ŷ. In the above four observations the
results are near to zero. The difference between the first observation have standard residual as -
0.707, second observation has -0.873, third observation has 1.64 and fourth observation has -
0.153.
sales revenue dependent variable
4152 1
4233.6 2
4195.1 2
4093.9 1
4092.5 2
3988.5 1
3961.3 2
3792.7 2
3671 1
3537.3 2
Poor Marketing
and Sales Alignment 1
Improper Selling
Techniques 2
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.016784
R Square 0.000282
Adjusted R Square -0.12468
Standard Error 247.9792
48
Observations 10
ANOVA
df SS MS F Significance F
Regression 1 138.624 138.624 0.002254 0.963295
Residual 8 491949.3 61493.66
Total 9 492087.9
Coefficients
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
Intercept 3983.95 267.8481 14.87392 4.11E-07 3366.291 4601.609 3366.291 4601.609
X Variable 1 -7.6 160.0699 -0.04748 0.963295 -376.722 361.5217 -376.722 361.5217
The latter residual performance comes from the dependent variable (Y) and the predictive
factor (well). Each point has one residual denoted as e. The residual performance shall be
measured as e = y – wherever. The findings are similar to nil in the four measurements
described. There is a typical residual disparity for the first measurement as 138.624, the second
measurement has 0.963295 and the third measurement has 361.5217 and the fourth measurement
has160.0699.
49
ANOVA
df SS MS F Significance F
Regression 1 138.624 138.624 0.002254 0.963295
Residual 8 491949.3 61493.66
Total 9 492087.9
Coefficients
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
Intercept 3983.95 267.8481 14.87392 4.11E-07 3366.291 4601.609 3366.291 4601.609
X Variable 1 -7.6 160.0699 -0.04748 0.963295 -376.722 361.5217 -376.722 361.5217
The latter residual performance comes from the dependent variable (Y) and the predictive
factor (well). Each point has one residual denoted as e. The residual performance shall be
measured as e = y – wherever. The findings are similar to nil in the four measurements
described. There is a typical residual disparity for the first measurement as 138.624, the second
measurement has 0.963295 and the third measurement has 361.5217 and the fourth measurement
has160.0699.
49
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DISCUSSION
This part of research is based on the literature review and provide the overview of this
part in a systematic manner. It provides the theoretical information for getting the positive
conclusion.
Current trends in the Retail sector
From the above discussion, it has been stated that retail sector consists department stores,
market stalls, internet retailers and super markets. Around three millions of workers in retail
industry is biggest private sector in United Kingdom. This sector contributes towards economy
of country and generated the £395 billion of retail sales. In UK retail sector, there are large
number of organisations operating its business and strong competition. In order to stay afloat and
meet improved needs, the retail sector is constantly evolving a faces the new challenges that
driven by the emergence of new technologies. Organizations are now using the digital
technology to produce the high-quality goods and online delivery of producers to customers. In
regards to this, there is a need to retailer to focus on understand the key retail sector trends for
making the business successful. Company needs to run business by following the current market
trends and enhancing the sales effectively. The different trends which has been studied in
literature review part are Invest in Omnichannel Retail Strategies, Shopping with AR, Provide
Personalized Retail Experience, Chatbots as sales concierges, Cognitive computing. All these
trends are helpful in making the business better and enhancing productivity level. In this, E-
commerce is accounted for 20% retail sales but more than half of growth in market in first half of
year 2019. Online is a fast becoming channel and there is requirement to balance the investment
development with profitability of store. In this, technology is one of the most necessary factor
that impact on the business. The organisations in retail sector focus on adopting the high
technology so that they can give their better performance and provide the goods to consumers
online.
Major causes behind sales decline of M&S
It has been examined from above discussion that Marks & Spencer is a large size
organisation and it provides the goods to large number of consumers. Main focus of this
company is to determine the needs and demands of people, produce quality goods and satisfy
their requirements in an effective manner. Marks & Spencer has been forced to cut the sales
growth target and also plan for opening the stores after high street situations. It has suffered its
50
This part of research is based on the literature review and provide the overview of this
part in a systematic manner. It provides the theoretical information for getting the positive
conclusion.
Current trends in the Retail sector
From the above discussion, it has been stated that retail sector consists department stores,
market stalls, internet retailers and super markets. Around three millions of workers in retail
industry is biggest private sector in United Kingdom. This sector contributes towards economy
of country and generated the £395 billion of retail sales. In UK retail sector, there are large
number of organisations operating its business and strong competition. In order to stay afloat and
meet improved needs, the retail sector is constantly evolving a faces the new challenges that
driven by the emergence of new technologies. Organizations are now using the digital
technology to produce the high-quality goods and online delivery of producers to customers. In
regards to this, there is a need to retailer to focus on understand the key retail sector trends for
making the business successful. Company needs to run business by following the current market
trends and enhancing the sales effectively. The different trends which has been studied in
literature review part are Invest in Omnichannel Retail Strategies, Shopping with AR, Provide
Personalized Retail Experience, Chatbots as sales concierges, Cognitive computing. All these
trends are helpful in making the business better and enhancing productivity level. In this, E-
commerce is accounted for 20% retail sales but more than half of growth in market in first half of
year 2019. Online is a fast becoming channel and there is requirement to balance the investment
development with profitability of store. In this, technology is one of the most necessary factor
that impact on the business. The organisations in retail sector focus on adopting the high
technology so that they can give their better performance and provide the goods to consumers
online.
Major causes behind sales decline of M&S
It has been examined from above discussion that Marks & Spencer is a large size
organisation and it provides the goods to large number of consumers. Main focus of this
company is to determine the needs and demands of people, produce quality goods and satisfy
their requirements in an effective manner. Marks & Spencer has been forced to cut the sales
growth target and also plan for opening the stores after high street situations. It has suffered its
50
more fall in sales of clothing since banking crisis as the new manager and healthy discounting.
Around 8.9% fall in the underlying clothing as well as home sales over last three months was
bigger than the analysts expected. In addition to this, post- Brexit collapse in value of pound is
based bad news Marks & Spencer turnaround. In common with the other retailer of clothing,
imported products in to the dollars. Marks & Spencer company has been grappling with strategic
drift that resulting in gradual impairment of competitiveness due to declining awareness and also
reacting to required changes in the business environment. There are advantages that have
culminated in the emergence of government in the retail market by brands such as ASOS that
leading to the end of traditional shopping. On the basis of above discussion that main reason
behind decline sales of Marks & Spencer are Layout of stores, loyalty system. In regards to
confusing way of the clothing department and how much things change in-store, design is cited
as big problem or concern for customers. Mainly the consumers are attracted from the structure
and layout of stores and take interest in purchasing the goods and services. In context to loyalty
that, points are directly translated into money-off terms and also focus on the exclusive deals that
do not comply with the company's existing customers ' usual desires or criteria.
Revamping stores and website as a strategy to encourage sales for M&S
From above discussion, this has been evaluated that Marks & Spencer company is focus
on introducing the new look on the stores so that they can look attractive. This company has
slashed amount of the plastic packaging and maximise amount of the fresh produce on the goods
to make the shopping more fun for the families. Marks & Spencer has developed the new brand
identities consists logos, brand values and colour schemes for each fashion sub- brand. This
company has revamped visual merchandising as well as window display. It has shut the 21 stores
already and also reveal location of closure of 14 stores. Marks & Spencer has relocated its 25
food stores across United Kingdom and it closing additional 10 stores on top of 110 closure that
announced already. It is yet to reveal that which food branches is impacted but retailer focusing
on shutting 25 of small. After revamping the stores, company focus on attracting the large
number of consumers and provide them online services so that their needs can be satisfied
effectively. It has been studied that revamped store has to be brought in the new shoppers and
also persuaded them to fill the trolleys than baskets. On the other hand, Website is one of the
effective way to enhance sales effectively. Better web design is effective growth tools for
business. In this present time, people make purchase by using the online sites and before this,
51
Around 8.9% fall in the underlying clothing as well as home sales over last three months was
bigger than the analysts expected. In addition to this, post- Brexit collapse in value of pound is
based bad news Marks & Spencer turnaround. In common with the other retailer of clothing,
imported products in to the dollars. Marks & Spencer company has been grappling with strategic
drift that resulting in gradual impairment of competitiveness due to declining awareness and also
reacting to required changes in the business environment. There are advantages that have
culminated in the emergence of government in the retail market by brands such as ASOS that
leading to the end of traditional shopping. On the basis of above discussion that main reason
behind decline sales of Marks & Spencer are Layout of stores, loyalty system. In regards to
confusing way of the clothing department and how much things change in-store, design is cited
as big problem or concern for customers. Mainly the consumers are attracted from the structure
and layout of stores and take interest in purchasing the goods and services. In context to loyalty
that, points are directly translated into money-off terms and also focus on the exclusive deals that
do not comply with the company's existing customers ' usual desires or criteria.
Revamping stores and website as a strategy to encourage sales for M&S
From above discussion, this has been evaluated that Marks & Spencer company is focus
on introducing the new look on the stores so that they can look attractive. This company has
slashed amount of the plastic packaging and maximise amount of the fresh produce on the goods
to make the shopping more fun for the families. Marks & Spencer has developed the new brand
identities consists logos, brand values and colour schemes for each fashion sub- brand. This
company has revamped visual merchandising as well as window display. It has shut the 21 stores
already and also reveal location of closure of 14 stores. Marks & Spencer has relocated its 25
food stores across United Kingdom and it closing additional 10 stores on top of 110 closure that
announced already. It is yet to reveal that which food branches is impacted but retailer focusing
on shutting 25 of small. After revamping the stores, company focus on attracting the large
number of consumers and provide them online services so that their needs can be satisfied
effectively. It has been studied that revamped store has to be brought in the new shoppers and
also persuaded them to fill the trolleys than baskets. On the other hand, Website is one of the
effective way to enhance sales effectively. Better web design is effective growth tools for
business. In this present time, people make purchase by using the online sites and before this,
51
they search about the company and products reviews so that they can make believe on it. The
website of Marks & Spencer is supported through the better services such as fast delivery, easy
payment modes etc. Now this company focus on updating its technology so that it can keep the
data of customers safe and secure. It will be good to have distinctive product in-stores and also
online that help in attract multi-channel customers. Business has been focused on the social
media in present time. It uses Twitter to stream, lots of images, information and fictional deals. It
reactivates the interaction with customers. Twitter is necessary environment where customers
expect support and support from multi-channel users.
52
website of Marks & Spencer is supported through the better services such as fast delivery, easy
payment modes etc. Now this company focus on updating its technology so that it can keep the
data of customers safe and secure. It will be good to have distinctive product in-stores and also
online that help in attract multi-channel customers. Business has been focused on the social
media in present time. It uses Twitter to stream, lots of images, information and fictional deals. It
reactivates the interaction with customers. Twitter is necessary environment where customers
expect support and support from multi-channel users.
52
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CONCLUSION AND RECOMMENDATIONS
Chapter overview
This section of research ends up the discussion by findings what has been concluded after
end up the project. It mainly draws attention on overall results and on the basis of generalised
outcomes, recommendations from which a company can address its problems are made. In
context with present research, which is based on revamping the sales and enhance it to achieve
desired goals by M&S, below sections will provide the justified knowledge –
Conclusion
It has been concluded from the overall discussion on sales in retail stores that behind
success and growth of business, sales play the major role. Through selling the products in larger
manner as per client demand, helps a firm in generating more revenue from marketplace.
Increasing sales also shows the productivity of a company in terms of brand image, that gives a
competitive factor also. But if sales comes on decline stage, than it only affect the growth and
success of business, but also impact adversely on brand image of a company in both local and
global marketplace. Regarding with current trends in retail sectors, it has been evaluated that
investment in Omni-channel, shopping with Augment Reality, cognitive computing and so on,
are aid retailers in selling their commodities to a large customer base, in an easy manner. These
trends force all organisations that deal in retail sector, to enhance their online presence and
provide personalised shopping experience to loyal customers. It would help in attracting new
customers and retaining existing ones more easily. But presence of various companies on
internet, with same products and services but with different price rates, influence the customers’
purchasing behaviour in high manner. Hereby, they can easily compare products of one retailer
with others, in order to buy as per desired. Therefore, it has considered as the main factor behind
decreasing sales of both online and offline retailers.
In context with Marks & Spencer, shift to online process of selling, changes in preferences
of customers, squeeze in income and intense competition, highly affects it sales and brand image.
It mainly focuses on increasing customer experience instead of creating innovation in its online
channels, where poor design of website fails to attract targeted audience towards its products and
services. Along with this, high prices, less innovation in product design and quality of products,
etc. are some factors that impact on its sales.
53
Chapter overview
This section of research ends up the discussion by findings what has been concluded after
end up the project. It mainly draws attention on overall results and on the basis of generalised
outcomes, recommendations from which a company can address its problems are made. In
context with present research, which is based on revamping the sales and enhance it to achieve
desired goals by M&S, below sections will provide the justified knowledge –
Conclusion
It has been concluded from the overall discussion on sales in retail stores that behind
success and growth of business, sales play the major role. Through selling the products in larger
manner as per client demand, helps a firm in generating more revenue from marketplace.
Increasing sales also shows the productivity of a company in terms of brand image, that gives a
competitive factor also. But if sales comes on decline stage, than it only affect the growth and
success of business, but also impact adversely on brand image of a company in both local and
global marketplace. Regarding with current trends in retail sectors, it has been evaluated that
investment in Omni-channel, shopping with Augment Reality, cognitive computing and so on,
are aid retailers in selling their commodities to a large customer base, in an easy manner. These
trends force all organisations that deal in retail sector, to enhance their online presence and
provide personalised shopping experience to loyal customers. It would help in attracting new
customers and retaining existing ones more easily. But presence of various companies on
internet, with same products and services but with different price rates, influence the customers’
purchasing behaviour in high manner. Hereby, they can easily compare products of one retailer
with others, in order to buy as per desired. Therefore, it has considered as the main factor behind
decreasing sales of both online and offline retailers.
In context with Marks & Spencer, shift to online process of selling, changes in preferences
of customers, squeeze in income and intense competition, highly affects it sales and brand image.
It mainly focuses on increasing customer experience instead of creating innovation in its online
channels, where poor design of website fails to attract targeted audience towards its products and
services. Along with this, high prices, less innovation in product design and quality of products,
etc. are some factors that impact on its sales.
53
Research Implications / Recommendations
It has been summarised from the entire research that outdated design, non-alignment of
system as per customer wants, offer products on high price, lack of innovations and more, are
some major factors that give advantage to competitors of M&S, to get an edge of competition
over it. Due to these factors, its sales is highly declined from last few years, that highly impact
on brand image of respective firm as well. Therefore, some recommendations are given as
below, that may help M&S in revamping its sales and raising opportunities to generate more
revenue as well –
Run loyalty programs – As not providing any enough additional value to both online
and offline customers, can consider as main reason behind declining in sales. For
example – free shipping or free returns offered by other retailers may grab attention of
customers more easily. Therefore, it is essential for M&S to provide addition value to its
targeted audience, especially when its major competitors like ASDA, H&M and
others, offer same type of products in same marketplace. To ensure the sales must
increase either constantly or continuously, its managers are required to keep an eye on
what its competitors are offering to customers, so that better strategies can be made.
Similarly, loyalty programs are considered as another way for ensuring that
customers will continue to get return after purchasing its products. By providing
incentives and rewards to shop at store, M&S can develop customer loyalty, where
through loyalty programs, this firm can aware the buyers to know how to earn points after
purchasing, what rewards they can get and more. Thus, by implementing a loyalty
program in successful manner, can provide benefits to M&S in revamping and boosting
its high sales performance.
Have strong in store-visuals : Since customers won’t like to visit those website which
are poorly designed or unappealing products, therefore, M&S needs to pay huge attention
on creating innovation in its website pages. By making the displays multi-dimensional
via adding more attractive features, increase traffic, organise the list of products that
allows customers to find desired products more quickly etc. help in grabbing attention
and increase shopping experience of loyal customers.
Ensure to have strong online presence – People are always turning to Google for
finding stores and products that meet their demand. So, M&S needs to make sure that it is
54
It has been summarised from the entire research that outdated design, non-alignment of
system as per customer wants, offer products on high price, lack of innovations and more, are
some major factors that give advantage to competitors of M&S, to get an edge of competition
over it. Due to these factors, its sales is highly declined from last few years, that highly impact
on brand image of respective firm as well. Therefore, some recommendations are given as
below, that may help M&S in revamping its sales and raising opportunities to generate more
revenue as well –
Run loyalty programs – As not providing any enough additional value to both online
and offline customers, can consider as main reason behind declining in sales. For
example – free shipping or free returns offered by other retailers may grab attention of
customers more easily. Therefore, it is essential for M&S to provide addition value to its
targeted audience, especially when its major competitors like ASDA, H&M and
others, offer same type of products in same marketplace. To ensure the sales must
increase either constantly or continuously, its managers are required to keep an eye on
what its competitors are offering to customers, so that better strategies can be made.
Similarly, loyalty programs are considered as another way for ensuring that
customers will continue to get return after purchasing its products. By providing
incentives and rewards to shop at store, M&S can develop customer loyalty, where
through loyalty programs, this firm can aware the buyers to know how to earn points after
purchasing, what rewards they can get and more. Thus, by implementing a loyalty
program in successful manner, can provide benefits to M&S in revamping and boosting
its high sales performance.
Have strong in store-visuals : Since customers won’t like to visit those website which
are poorly designed or unappealing products, therefore, M&S needs to pay huge attention
on creating innovation in its website pages. By making the displays multi-dimensional
via adding more attractive features, increase traffic, organise the list of products that
allows customers to find desired products more quickly etc. help in grabbing attention
and increase shopping experience of loyal customers.
Ensure to have strong online presence – People are always turning to Google for
finding stores and products that meet their demand. So, M&S needs to make sure that it is
54
showing up whenever customers conduct a search relevant to business. For example – to
sell clothes, customers mostly look out on Google to search which retailer offer the
trendiest clothes on amazing price rates, therefore, it must create its website in such a
manner that people will find its business whenever they run a search for “trendy clothing
stores”
Be-customer centric : M&S needs to determine what customers are really wanting to
purchase from its stores. By understanding the purchasing behaviour and offering same,
will help in engaging them with business for longer periods. This will help in revamping
the sales as well, if customers get desired products on amazing rates.
55
sell clothes, customers mostly look out on Google to search which retailer offer the
trendiest clothes on amazing price rates, therefore, it must create its website in such a
manner that people will find its business whenever they run a search for “trendy clothing
stores”
Be-customer centric : M&S needs to determine what customers are really wanting to
purchase from its stores. By understanding the purchasing behaviour and offering same,
will help in engaging them with business for longer periods. This will help in revamping
the sales as well, if customers get desired products on amazing rates.
55
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REFERENCES
Books & Journals
Amankwah-Amoah, J., Zhang, N. and Sarpong, D., 2013. Leaving behind a turbulent past:
Insights of divestments from China. Strategic Change. 22(5-6). pp.295-306.
Bian, X. and Veloutsou, C., 2017. Consumers’ attitudes regarding non-deceptive counterfeit
brands in the UK and China. In Advances in Chinese Brand Management. (pp. 331-
350). Palgrave Macmillan, London.
Burt, S. L. and et. al., 2012. Retail internationalization and retail failure: issues from the case of
Marks and Spencer. The International Review of Retail, Distribution and Consumer
Research. 12(2). pp.191-219.
Cecez-Kecmanovic, D., 2011. Doing critical information systems research–arguments for a
critical research methodology. European Journal of Information Systems. 20(4). pp.440-
455.
Christopher, M., Peck, H. and Towill, D., 2014. A taxonomy for selecting global supply chain
strategies. The International Journal of Logistics Management. 17(2). pp.277-287.
Cowling, M. and et. al., 2015. What really happens to small and medium-sized enterprises in a
global economic recession? UK evidence on sales and job dynamics. International
Small Business Journal. 33(5). pp.488-513.
Danping, L. and Lee, C. K., 2011. A review of the research methodology for the re-entrant
scheduling problem. International Journal of Production Research. 49(8). pp.2221-
2242.
Dauvergne, P. and Lister, J., 2012. Big brand sustainability: Governance prospects and
environmental limits. Global Environmental Change. 22(1). pp.36-45.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case study
of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Gray, J. A., 2015. Business, the Environment and the Consumer 1968-1992: The Case of Marks
and Spencer(Doctoral dissertation, University of Leeds).
Gschwandtner, A., 2014. The behavioral gap for organic food in Britain: data from a Canterbury
case study. discussion papers, School of Economics, University of Kent. pp.1-40.
Haddock-Millar, J. and Rigby, C., 2015. Business Strategy and the Environment: Tesco PLC’s
Declining Financial Performance and Underlying Issues. Review of Business & Finance
Studies. 6(3). pp.91-103.
He, F. J., Brinsden, H. C. and MacGregor, G. A., 2014. Salt reduction in the United Kingdom: a
successful experiment in public health. Journal of human hypertension. 28(6). p.345.
He, F. J., Brinsden, H. C. and MacGregor, G. A., 2014. Salt reduction in the United Kingdom: a
successful experiment in public health. Journal of human hypertension. 28(6). p.345.
Isaacs, A. N., 2014. An overview of qualitative research methodology for public health
researchers. International Journal of Medicine and Public Health. 4(4).
Jones, P., Comfort, D. and Hillier, D., 2015. Sustainability and the UK’s Leading Retailers.
Market-Tržište. 27(1).
Kumar, N., 2011. The power of trust in manufacturer-retailer relationships. Harvard business
review. 74(6). p.92.
56
Books & Journals
Amankwah-Amoah, J., Zhang, N. and Sarpong, D., 2013. Leaving behind a turbulent past:
Insights of divestments from China. Strategic Change. 22(5-6). pp.295-306.
Bian, X. and Veloutsou, C., 2017. Consumers’ attitudes regarding non-deceptive counterfeit
brands in the UK and China. In Advances in Chinese Brand Management. (pp. 331-
350). Palgrave Macmillan, London.
Burt, S. L. and et. al., 2012. Retail internationalization and retail failure: issues from the case of
Marks and Spencer. The International Review of Retail, Distribution and Consumer
Research. 12(2). pp.191-219.
Cecez-Kecmanovic, D., 2011. Doing critical information systems research–arguments for a
critical research methodology. European Journal of Information Systems. 20(4). pp.440-
455.
Christopher, M., Peck, H. and Towill, D., 2014. A taxonomy for selecting global supply chain
strategies. The International Journal of Logistics Management. 17(2). pp.277-287.
Cowling, M. and et. al., 2015. What really happens to small and medium-sized enterprises in a
global economic recession? UK evidence on sales and job dynamics. International
Small Business Journal. 33(5). pp.488-513.
Danping, L. and Lee, C. K., 2011. A review of the research methodology for the re-entrant
scheduling problem. International Journal of Production Research. 49(8). pp.2221-
2242.
Dauvergne, P. and Lister, J., 2012. Big brand sustainability: Governance prospects and
environmental limits. Global Environmental Change. 22(1). pp.36-45.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case study
of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Gray, J. A., 2015. Business, the Environment and the Consumer 1968-1992: The Case of Marks
and Spencer(Doctoral dissertation, University of Leeds).
Gschwandtner, A., 2014. The behavioral gap for organic food in Britain: data from a Canterbury
case study. discussion papers, School of Economics, University of Kent. pp.1-40.
Haddock-Millar, J. and Rigby, C., 2015. Business Strategy and the Environment: Tesco PLC’s
Declining Financial Performance and Underlying Issues. Review of Business & Finance
Studies. 6(3). pp.91-103.
He, F. J., Brinsden, H. C. and MacGregor, G. A., 2014. Salt reduction in the United Kingdom: a
successful experiment in public health. Journal of human hypertension. 28(6). p.345.
He, F. J., Brinsden, H. C. and MacGregor, G. A., 2014. Salt reduction in the United Kingdom: a
successful experiment in public health. Journal of human hypertension. 28(6). p.345.
Isaacs, A. N., 2014. An overview of qualitative research methodology for public health
researchers. International Journal of Medicine and Public Health. 4(4).
Jones, P., Comfort, D. and Hillier, D., 2015. Sustainability and the UK’s Leading Retailers.
Market-Tržište. 27(1).
Kumar, N., 2011. The power of trust in manufacturer-retailer relationships. Harvard business
review. 74(6). p.92.
56
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackenzie, J. and et. al., 2012. The value and limitations of participatory action research
methodology. Journal of hydrology. 474. pp.11-21.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Mellahi, K., Jackson, P. and Sparks, L., 2013. An exploratory study into failure in successful
organizations: The case of Marks & Spencer. British Journal of Management. 13(1).
pp.15-29.
Mukhopadhyay, S. and Gupta, R. K., 2014. Survey of qualitative research methodology in
strategy research and implication for Indian researchers. Vision. 18(2). pp.109-123.
Pal, J., Medway, D. and Byrom, J., 2011. Deconstructing the notion of blame in corporate
failure. Journal of Business Research. 64(10). pp.1043-1051.
Quinlan, C. and et. al., 2019. Business research methods. South Western Cengage.
Quix, F. W. and van der Kind, R. P., 2016. Retailmarketing. Noordhoff Uitgevers.
Riedl, R., Davis, F. D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.4.
Saicheua, V., Knox, A. and Cooper, T., 2012, June. Sustainability in clothing supply chain:
Implications for marketing. In Proceedings of the 37th annual macromarketing
conference. (pp. 284-307).
Savin-Baden, M. and Major, C. H., 2013. Qualititaive Research: The Essential Guide to Theory
and Practice. Qualitative Research: The Essential Guide to Theory and Practice.
Routledge.
Scott, P. and Walker, J. T., 2017. Barriers to ‘industrialisation’for interwar British retailing? The
case of Marks & Spencer Ltd. Business History. 59(2). pp.179-201.
Soni, G. and Kodali, R., 2012. A critical review of empirical research methodology in supply
chain management. Journal of Manufacturing Technology Management. 23(6). pp.753-
779.
Stuart, M. B., 2011. The good, the bad and the indifferent: Marketing and the Triple Bottom
Line. Social Business. 1(2). pp.173-187.
Toms, S. and Zhang, Q., 2016. Marks & Spencer and the decline of the British textile industry,
1950–2000. Business history review. 90(1). pp.3-30.
Tuohy, D. and et. al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Zokaei, K. and et. al., 2017. Creating a lean and green business system: techniques for
improving profits and sustainability. Productivity Press.
Online
Qamar, A., 2018. The 2018 Retail Crisis Catches Up With Marks and Spencer. [Online].
Available through: <https://blog.bham.ac.uk/cityredi/the-2018-retail-crisis-catches-up-
with-marks-and-spencer/>.
Ritson, M., 2019. Mark Ritson: This is not just a decline, this is an M&S decline. [Online].
Available through: <https://www.marketingweek.com/mark-ritson-ms-decline/>.
57
Limited.
Mackenzie, J. and et. al., 2012. The value and limitations of participatory action research
methodology. Journal of hydrology. 474. pp.11-21.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Mellahi, K., Jackson, P. and Sparks, L., 2013. An exploratory study into failure in successful
organizations: The case of Marks & Spencer. British Journal of Management. 13(1).
pp.15-29.
Mukhopadhyay, S. and Gupta, R. K., 2014. Survey of qualitative research methodology in
strategy research and implication for Indian researchers. Vision. 18(2). pp.109-123.
Pal, J., Medway, D. and Byrom, J., 2011. Deconstructing the notion of blame in corporate
failure. Journal of Business Research. 64(10). pp.1043-1051.
Quinlan, C. and et. al., 2019. Business research methods. South Western Cengage.
Quix, F. W. and van der Kind, R. P., 2016. Retailmarketing. Noordhoff Uitgevers.
Riedl, R., Davis, F. D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.4.
Saicheua, V., Knox, A. and Cooper, T., 2012, June. Sustainability in clothing supply chain:
Implications for marketing. In Proceedings of the 37th annual macromarketing
conference. (pp. 284-307).
Savin-Baden, M. and Major, C. H., 2013. Qualititaive Research: The Essential Guide to Theory
and Practice. Qualitative Research: The Essential Guide to Theory and Practice.
Routledge.
Scott, P. and Walker, J. T., 2017. Barriers to ‘industrialisation’for interwar British retailing? The
case of Marks & Spencer Ltd. Business History. 59(2). pp.179-201.
Soni, G. and Kodali, R., 2012. A critical review of empirical research methodology in supply
chain management. Journal of Manufacturing Technology Management. 23(6). pp.753-
779.
Stuart, M. B., 2011. The good, the bad and the indifferent: Marketing and the Triple Bottom
Line. Social Business. 1(2). pp.173-187.
Toms, S. and Zhang, Q., 2016. Marks & Spencer and the decline of the British textile industry,
1950–2000. Business history review. 90(1). pp.3-30.
Tuohy, D. and et. al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Zokaei, K. and et. al., 2017. Creating a lean and green business system: techniques for
improving profits and sustainability. Productivity Press.
Online
Qamar, A., 2018. The 2018 Retail Crisis Catches Up With Marks and Spencer. [Online].
Available through: <https://blog.bham.ac.uk/cityredi/the-2018-retail-crisis-catches-up-
with-marks-and-spencer/>.
Ritson, M., 2019. Mark Ritson: This is not just a decline, this is an M&S decline. [Online].
Available through: <https://www.marketingweek.com/mark-ritson-ms-decline/>.
57
Smith, J., 2019. Overview of the retail sector in the UK. [Online]. Available through:
<https://www.prospects.ac.uk/jobs-and-work-experience/job-sectors/retail/overview-of-
the-retail-sector-in-the-uk>.
Vonow, B. and Knapman, H., 2019. M&S CRISIS Marks and Spencer to close 35 more stores as
it pushes forward with plans to axe 145 across the UK due to falling profits. [Online].
Available through: <https://www.thesun.co.uk/money/9119582/marks-and-spencers-
stores-closing-profits-fall/>.
McDonald,C., 2019. Marks & Spencer online sales grow as relaunched website takes off.
[Online]. Available through:
<https://www.computerweekly.com/news/4500249572/Marks-Spencer-online-sales-
grow-as-relaunched-website-takes-off>.
58
<https://www.prospects.ac.uk/jobs-and-work-experience/job-sectors/retail/overview-of-
the-retail-sector-in-the-uk>.
Vonow, B. and Knapman, H., 2019. M&S CRISIS Marks and Spencer to close 35 more stores as
it pushes forward with plans to axe 145 across the UK due to falling profits. [Online].
Available through: <https://www.thesun.co.uk/money/9119582/marks-and-spencers-
stores-closing-profits-fall/>.
McDonald,C., 2019. Marks & Spencer online sales grow as relaunched website takes off.
[Online]. Available through:
<https://www.computerweekly.com/news/4500249572/Marks-Spencer-online-sales-
grow-as-relaunched-website-takes-off>.
58
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