Professional Documents
Culture Documents
Assessment 1
ANALYTICAL REPORT
S3559786
RMIT University
Semester 1
2017
STRATEGIES OF MARKS AND SPENCER
Executive Summary
The following analysis report has been written to communicate a response to the assessment brief
part of the subject Fashion and Textiles Marketing. The purpose of this report is to present a
detailed analysis, based on the findings through secondary research, on a selected fashion
organisation that offer fashion and lifestyle product lines. Established in this report is identifying,
researching and examining the environment and strategies of a fashion organisation. Followed with
providing strong recommendations with strategies for the organisation to prosper and succeed in
future. Requirements of the brief are to support findings through valid sources, as it benefits the
research with a solid outlook on each topic related to the organisations analysis.
The report is structured on three major sections based on the fashion organisation and the market
situation that the company is targeted in. Firstly, a brief history of the company with a general
background depth, followed with a rich analysis of the companys environment, enabling a deeper
insight and broader understanding of the organisations industry. The analysis has been conducted
Exhibiting a TOWS matrix to explore the companys internal and external actions and what
Performing research on the fundamental five forces to analyse the organisations industry.
Depicting a BCG growth-share matrix to measure the organisations position and market
The report concludes with key recommendations through strategies based on subjective thoughts,
however the research throughout the analytical report has been used as evidential material on the
suggested strategies.
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STRATEGIES OF MARKS AND SPENCER
Table of Contents
5.0 Conclusion................................................................................................................................ 17
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STRATEGIES OF MARKS AND SPENCER
1.0 Introduction
This analytical report explores Marks and Spencer Group PLC and examines the organisations
position in the UK apparel retail industry. Assessing an overview of the companys background
enables a better and informed understanding of Marks and Spencer and the thriving success as a
large retailer in the UK. The report further examines the company across narrow and broad aspects
for a comprehensive insight. Researching into the macro environment through the PESTEL
elements gained an extensive but concise perception, with the five spectrums suggested use sources
of secondary research from industry experts. Discussion of the factors has recognised that some
aspects correlate and possibly affect each other in relation to economic conditions in the UK region.
Additionally, a TOWS strategic analysis exhibits strengths, weaknesses, opportunities, and threats
(SWOT) to form strategies by complimenting the factors with each other, keeping it relevant to the
companys business and environmental issues that are of an impact. Furthermore, the fundamental
model of Porters Five Forces discusses information on the current market situation and studies the
UKs apparel retail industry. This heightens understandings of the performance of the company in
the industry and if any significant impacts are pressuring the company. Narrowing to the core
performance of the group, BCG growth-share matrix measures the companys position and market
attractiveness in correlation to the UK apparel retail industry. The portfolio analysis has been
refined to the companys internal segments, only focusing on categories in the Clothing & Home
The report concludes with strategies recommended for Marks and Spencer to explore opportunities
for a positive future growth in moving forward. This is based on a subjective understanding from