Swot Analysis of M&S

SWOT analysis The strengths and weaknesses of a SWOT analysis focus on the current market position of a business in relation to its: • Customers – is the business meeting the needs of its target markets • Competitors- is the business offering a better way of meeting customer needs compared with its competitors • Internal resources- is the business making effective use of its internal resources to meet customer needs and deal with competition

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The opportunities and threats of a SWOT analysis focus on the future market position of a business. • Use the strengths and limit the weaknesses to help plan for future development, marketing strategies and activities. • Opportunities and threats should grow out of an objective consideration of the real strengths and weaknesses of the business. • Specific information must be collated before the process begins and personnel need to adopt a truly objective position if the process is to be successful and worthwhile.

The main purpose of a SWOT analysis: • Identify market opportunities • To avoid complacency about market position – a self evaluating organization • As a safety check before embarking on major new project • As a response to change – change of director might initiate a SWOT analysis to gauge the strength of the team. • There is no set procedure for carrying out a SWOT analysis but care must be taken to identify weaknesses if the process is to serve its purpose.

A weakness may purely be lack of information, or lack of suitably qualified staff. SWOT analysis of Marks and Spencer |Strengths |Weaknesses | |Sales of clothes have stabilised, and food sales have increased |Resignation of three key members of staff: George Davies, finance| |Total group sales up 3. 3% with food sales up 2. % |director; Andrea White and Melanie Davies – head of merchandising| |New chief executive with fresh ideas and sales led growth |Previous poor performance, seven straight quarters of falling | |Good advertising |sales | |Used iconic models to attract core target group. |More expensive than other high street stores – limited market. | |George Davies |Focusing on older generation may lose younger market. |Product diversification – home and furniture | | |Turnaround in sales and growth | | | | | |Opportunities |Threats | |Rebuild the company’s image with continued advertising such as |Previously tarnished reputation and image | |the successful M & S food adverts |Competitor product ranges which directly compete with M & S food | |Focus on core market |such as Tesco finest | |UK as an ageing population |Decline of the high street | |Introducing wider ranges such as Per Una, Autograph and Classic |May lose youth market | |collection to stores |General increase in internet shopping | |Use younger more contemporary models to attract younger |Social tastes | |generation. |Branding | |Internet food shopping but opportunities may be limited | | |Other services – eg banking, insurance, savings etc. | | SWOT analysis of Marks and Spencer Strengths |Weaknesses | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Opportunities |Threats | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

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