“MARKS AND

SPENCER”
“CASE STUDEY”
 CONTENT
ABOUTE THE COMPANY

CASE SUMMARY
PROBLEM STATEMENT
FACTOR AFFECTING DEMAND
CONTROLLABLE & UNCONTROLLABLE FACTOR
SWOT
LEARNING OUTCOME
PROPOSED SOLUTION
CONCLUSION
 “ABOUT THE COMPANY”

 British most famous multinational retailer

 Established in 1884
 Founders : Michael Marks and Thomas Spencer
 Headquarters in Paddington, London
 Major income source : Clothing and Food
products
 “CASE SUMMARY”
 Store is in London
 made serious efforts for making their position in market
 In danger of becoming national joke
 Poor quality of clothes
 Decrease in core value and reputation
 Rivals are Gap or Hennes & Mauritz
 Made innovation - Machine washable pullover
 CONTINUOUS……
 Got enormous boost 30 years ago
 Other rivals copied the same formula
 Unable to respond to the competitive challenge
 Held out more than 20 years against the use of credit card
 Had to slash interest rate on its own card
 Clothing side represent a daunting challenge
 “Problem Statement”

 Strong Competition From Supermarket

Rivals Such As Tesco

 Low Industry Profitability

 Not Engaging With Demographics

 Didn't Connection With Customers

FACTOR AFFECTING
DEMAND
 Availability

 Competitive environment

 Price of the product

 Quality of the product

 Consumer preference
 “CONTROLLABLE &
UNCONTROLLABLE FACTOR”
Controllable Factors Uncontrollable Factors

 Product  Consumer behaviour

 Price  Competition

 Quality  market system

 Advertisement  Govt. Policies and rules

 “SWOT ANALYSIS”
1. Brand image
STRENGTHS 2. Variety
3. Numerous outlet

1. Poor advertisement
WEAKNESSES 2. Old techniques
3. Improper supply chain

1. Growing overseas
OPPORTUNITIES 2. Market segmentation
3. Implementation of new techno

1. Increased rivalry
THREATS 2. Changing trends
Back to Agenda
3. Raw materials
 “LEARNING OUTCOME”

 Quality products

 Market segmentation

 Analysis of competitors

 Good customer service

 “PROPOSED SOLUTION”

 Ensure the online business functions better

 Addition with closing down under performing stores

 To restore fortunes

 Company needs to establish an innovative appealing

and easy to use online platform

 “CONCLUSION”

 Marks and Spencer e-commerce case study has many layers

 All layers demonstrate various tactics every e-commerce retailers can

"borrow" to replicate its success and growth rates

 It's never too late to join and conquer the online market.
Thank you