Topic

Marks & Spencer Marketing and Business Strategy

Instructions

The British fashion retail market is one of the most competitive in the world, and for this reason, British educated and trained fashion buyers and marketing professionals are highly sought after in the global fashion jobs market.

For this assignment, you are tasked with reviewing the marketing and business strategy of a British-based fashion brand that has recently undergone or is continuing to face important challenges to its business survival.

You must pick ONE of the following brands to focus on and research and investigate into their current marketing and business strategy (i.e., over the last 3-5 years) to develop an Individual Marketing Audit Report:

French Connection
Marks and Spencer
Monsoon
Whistles

Answer Preview

Marks & Spencer is a major UK fashion and general retailer. It is a player in the UK fashion industry. The UK industry is highly competitive. Marks & Spencer had been succeeding as a market leader, but since 1998 it began making profits. Since then, the firm has been experiencing a decline in its market share. The firm was forced to close many stores, and engaged in improvements, including restructuring. The marketing approach followed by the firm is based on comprehensive marketing communication to increase brand awareness.

Word Count: 2600