博之道娱乐城,狂傲第一夫人,xaio77论坛
1.美好的愿想(使命)
玛莎百货是一家集服装，食品和家庭用品于一身的零售集团。它拥有商店和连锁店来经营销售。该公司具有两个地理细分化：英国版和国际版。玛莎百货的分布很广泛，在英国本土，就有一连串的622家门店，并且在全球34个不同国家有278家国家网点，该公司的操作可以分类下两个部门:食品和一般商品包括服装和家用器皿。食品部门关注新鲜、自然、健康的食物包括一些特定的节日产品，正宗的即食餐如奥克汉鸡肉和阿伯丁安格斯牛排。仅仅在在火车站,希思罗机场和汽车服务领域就有205家特许连锁食品商店。这些商店为其客户提供了一个参观公司主商店的机会。服装部门的产品组合包括女装、男装、内衣童装和鞋类。香港、印度、孟加拉国、斯里兰卡、土耳其等办事处为其提供原材料。服装部门也生产了一些知名的服装品牌，如Autograph, Limited Collection, Cellozione, Blue Harbour, Girls Boutique, Per Una and Ceriso等等。家用部门的产品和服务则会提供一些家庭配件;厨房和餐具;照明;家具产品。该部门还提供目录和在线服务(2009)公司概述。
Marks and spencer group
1. Vision (mission Statement)
Marks and Spencer Group (M&S) is a retailer of clothing, foods and Homeware. It operates through owned stores and franchise stores. The company has two reportable geographic segments: UK and international. M&S operates through a chain of 622 stores across UK and 278 international outlets throughout 34 countries worldwide The company's operations can be categorized under two divisions: food and general merchandise including clothing and home ware. The food division focuses on fresh, natural, healthy food; special celebration products; authentic ready meals and exceptional everyday food such as Oakham' chicken and Aberdeen Angus steaks. It chain of 205 franchised Simply Food' stores operates in railway stations, Heathrow Airport and motor service areas. These stores offers its customers an opportunity to shops between visits to the company's main stores. The clothing division product portfolio includes women's wear, men's wear, lingerie children's wear and footwear. Hong Kong, India, Bangladesh, Sri Lanka and Turkey offices provides the raw materials to the division. This division offers some prominent brands which includes: Autograph, Limited Collection, Cellozione, Blue Harbour, Girls Boutique, Per Una and Ceriso. The home division product and services caters homeware and home accessories; kitchen and tableware; lighting; and furniture products. The division also offers catalogue and online services (Company Overview 2009)
The vision of this project would be to bring up the Limited collection brand of Marks & Spencer the most sought after product in the market. This research will put up strategies which in turn make the limited collection brand to be most popular in both UK and international segment.
2. Aims
Rebrand the Marks and Spencer Limited Collection to resonate with the brands long standing vision.Expand the brands current target market.
Create an in-store environment that represents the aspirations of the brands target consumer.
Market research is an orderly, objective way of learning about people. The people who buy from you or might buy from you (AG strategies 2003). This research will mainly aim at setting market targets against which results can be evaluated. It also works out the time needed to make the presence felt. To calculate the right price as the price is the value of the product we offer and a sum which can be afforded by the customers.
3. Objectives; Tactics
Expand the brands target audience to the demographic of women aged 30-45 over 12 months, aiming for a 15% increase in sales within each 6 months period.
Develop and maintain successful relationships with its target customers in order to capture a value from customers to create profit and customer equity.
Exploiting the opportunity to mace process of comparing the company's products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance.
4. SWOT Analysis Situation Analysis Internal Analysis
Corporate Social Responsibility at Marks and Spencer has traditionally been interpreted as a paternalistic regime for the large labour force of shop assistants which provides a provision of quality and value for money for the customers. As 90 per cent of these were women cared for by women supervisors, perhaps ‘maternalistic' would be a better word. The welfare facilities were no doubt appreciated by the Company's numerous retail workers (Chapman, S 2004).
Though the clothing market faced a difficult year many factors, Marks & Spencer remain the number one brand on the High Street. M&S continued to develop their brands, with particular focus on improving their value, while injecting newness and style across their ranges.
The three fold aim we had at the time of beginning the women's wear brands two years ago have been established and fulfilled successfully. They were mainly to clearly segment all our brands in line with our clear customer profiles; to keep our brands fresh; and to offer great quality and value at all price points.
‘In 2000 Sir Harry Djanogly, Chairman of Coats Viyella, announced to an incredulous textile world that it was no longer profitable to supply M&S. Then Charnos closed its dedicated factories for the same reason, whilst Bairds, Gents and Bentwood were axed by new bosses at M&S head office, and Dewhirsts sharply cut back and were forced to close several factories. The chain store group finally decided it could manage with three major British clothing suppliers (Coats Viyella, Courtaulds and Dewhirsts) but when the first of these severed the connection, M&S was left with serious problems' (Chapman, S 2004).
The market we are dealing with very little lead time so that we need to get new products into the stock more frequently than anticipated.
External Risks and Opportunities
Concentrating solely on the youth may not be the wisest thing to do. As the youth can be very unpredictable, moreover now the youth are sheltering back home due to the recruiting freeze. The demographic between the young and the retired will provide the best opportunities.
In our ageless society, for those in their late 30s and beyond looking or feeling young has retail appeal.
Appealing accessories will also help to put the limited collection to the main stream of sought after brand. Peroni's latest promotion offers customers the chance to win an Antonio Berardi leather laptop case (Birra di Moda), pitching this accessory as something aspirational and exclusive. In reality, a series of factors might make the man bag an increasingly practical and popular purchase.
The trends of 50's and 80's now again making an uproar, if one exploit the opportunity in a right manner on could capture the attention of potential buyers.
5. PESTEL Analysis
Political Analysis
The global nature of the crisis will make it far more difficult for many countries to rely on devaluing currencies to make their economies more competitive and increase export volumes. Deflation will affect emerging economies especially if the national currency is depreciating sharply. There is also then a danger that imported inflation will get out of hand. That said raising interest rates to strengthen the local currency in a time of recession and low liquidity is pure poison for the respective economy (Verdict 2009).
Among the Top Five economies, the major mature economies of western Europe (Germany, France, the UK, Italy and Spain), rankings remained stable - with the UK ahead of France. And in the Top 10 Poland's consumer expenditure has leapfrogged Belgium's. However, Greece has displaced Austria in the Top 10 and has overtaken Sweden in the process (Verdict 2009).
Economical Analysis
‘Marks & Spencer is the leading retailer in the clothing market, with a market share of 10.4% in 2008. It has wide price architecture and targets a broad customer base through its variety of sub brands, though mainly attracts older, more affluent customers. Intense competition from value players as well as other department stores has placed Marks & Spencer under great pressure, particularly in clothing where the difficult economic environment is forcing consumers to be much more selective about what they spend their money on' (How Briton Shops 2009).
‘As an effect of the recession customers have become savvier in their shopping habits and are increasingly concerned about value. As a result, shoppers are buying from a bigger pool of retailers to ensure they are getting the best value for money. Though Marks & Spencer continues to focus heavily on the value of its clothing, its offer is not as enticing as those of value retailers Asda, Primark and Matalan, which have all increased their main user shares'(How Briton Shops 2009). |
