StudentShare solutions
Triangle menu


Nobody downloaded yet

Extract of sample

......................... 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. Marketing analysis: Marks and Spencer 1.0 Current market segments Marks and Spencer continues to attempt to attract younger consumer segments through the introduction of more contemporary fashion merchandise with edgy and trendy designs. The business, in an effort to appeal to the twenty something markets, recruited models Lily Cole and Lizzie Jagger to serve as celebrity endorsers that would be aspirational to the youth, female markets (Wood and Finch 2009). However, this strategy failed to rouse interest in the M&S brand and clothing sales to the over-55 female segment rose by 10 percent (Wood and Finch 2009). The problem at Marks and Spencer is that the business continues to segment based on demographics. As a high street fashion business, the business maintains a premium pricing model on the majority of its fashion merchandise, thus making clothing more affordable to the older demographic. Premium fashion products are segmented just below luxury brands and therefore usually carry a higher price tag (Hameide 2011). The average age of the business’ customers are between 35 and 54 who maintain the high level of financial resources necessary to afford a high price (Ayub 2010). The brand has been defined according to the demographic characteristics and purchasing behaviours of existing consumers, affluent middle-aged women living in wealthy regions who are the major revenue producers for the company. The business, in an effort to attract desirable target markets, recruited the 1970s model Twiggy to promote a new clothing line launch. This strategy did not appeal to the younger consumer market segments and seemed to reinforce a lifestyle connection with the aging consumer target market. Joanna Lumley, from the Absolutely Fabulous craze, was also recruited to appear in and perform voiceovers for advertisements, yet another older celebrity figure which continued to appeal to the existing, greying market (Chislett 2009). Hence, by focusing on demographic segmentation in order to identify target consumers, Marks and Spencer is limiting its ability to boost revenue production by not utilising other segmentation strategies. The company continues to utilise strategic marketing strategies that are more relevant to the lifestyles and income demographics of older ...Show more


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…
Author : cayla14
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Individual Assignment: Personal Creativity Assessment
In addition, Klijin and Tomic (2010, p. 32) observe that some people believe that innovation results as people strive to fulfill their curiosity. However, innovation is always preceded by creativity as asserted by Wood (2003, p. 22) who describes it as a cornerstone of innovation.
10 pages (2500 words) Essay
Individual Assignment
The primary purpose of the establishment of accounting as a profession is to safeguard the people and their transactions once they plan to enter into business through purchasing stocks, lending capitals or financing projects (Chapin 1996). Since its founding, accountants have been keeping track of records and auditing the financial information of a particular business.
6 pages (1500 words) Essay
For doing that companies are hiring marketers who are equipped with the succinct knowledge of engaging the masses, and who can manipulate and devise advertisements and provide companies edge over their competitors and also results in increasing their sales.
4 pages (1000 words) Essay
Individual Assessment
However after I had talked to him and observed him in consequent visits, I realized the first day was one of the good days and he could sometimes walk around in filthy clothes without seeming to be bothered in the least. I met him working at the Bergen County Health, Housing and Human Service Center for the Christ Community Development Corp, which is a shelter program that incorporates the provision of food shelter and counseling for individuals wanting to make changes in their lives.
12 pages (3000 words) Essay
Individual Assignment
Every subsidiary helps the MNE's global system by accepting a particular part that makes and endeavours chances in its particular neighbourhood connection. At the levels of the MNE, systems are ordinarily conceptualized with the integration-responsiveness (IR) schema, which (verifiably) expects that MNE methods are embraced consistently and constantly over all subsidiaries.
3 pages (750 words) Essay
Assessment Assignment
Teacher’s task and responsibilities have also been on a rise for the same reason. Teaching assistants were then employed to assist teachers in performing several task of planning, teaching, evaluation and assessment cycle. Teaching assistants
10 pages (2500 words) Essay
Individual assignment
The approaches that are taken in the learning school of thought is basically the management of the organization, in this case Unilever, constantly need to be on the roll of finding out what steps and
4 pages (1000 words) Essay
Quizzes may or may not be declared before. The more effective approach is to take surprise quizzes because the main purpose of taking quizzes is to encourage the learners to pay attention toward the lecture for if they do not, they would lose marks in the quizzes
2 pages (500 words) Essay
Individual assignment
As a result, strategy development has morphed into a trial and error approach that is laced with tests and discussions. This approach places more emphasis on
3 pages (750 words) Essay
Individual assignment
This sector is dependent on delivery of superior service quality. Caring Hotel is operating in London from pas many years. The hotel provides accommodation and restaurant facilities to all visitors. In this study, a thorough analysis shall be
4 pages (1000 words) Essay
Comments (0)
Click to create a comment
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us