ASSESSMENT QUESTIONS FOR INDIVIDUAL ASSIGNMENT

ASSESSMENT QUESTIONS FOR INDIVIDUAL ASSIGNMENT Essay example
Masters
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Marketing
Pages 8 (2008 words)
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Marketing analysis: Marks and Spencer BY YOU YOUR SCHOOL INFO HERE DATE HERE TABLE OF CONTENTS 1.0 Current market segments. 2.0 Brand positioning…

Introduction

......................... 5.0 Distribution/channel strategy................................................................................ 6.0 Promotional strategy............................................................................................. 7.0 Pricing strategy...................................................................................................... References EXECUTIVE SUMMARY Marks and Spencer is not doing an appropriate job of gaining target market interest in the brand and continues to cater to the older demographic. The company has built a rather old-fashioned and stuffy brand that caters to wealthy High Street consumers in the over-55 age bracket. This prevents the business from building a more contemporary brand personality that would attract younger and trendier fashion consumers. To better position the company, the business needs to utilise psychographics rather than demographic segmentation and focus less on quality and more on price and fashion-forwardness. Improvements to fashion procurement, utilisation of the Internet for online purchases, social media for promotion, and lifestyle-related advertisement will improve the brand competitiveness in this highly saturated and dynamic competitive environment. ...
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