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INTRODUCTION Marks and Spencer hereinafter called MS is one of UKs leading retailers of clothes food home products and financial services Kippenberger 1997 MS has a record of success and profitability since its establishment with well known reputation for its innovative quality products and reasonable price which offers customers value for their money MS sales and services been declined in mid to late 1990s The purpose of this report to identify the key drivers that made MS falls in their performance The external environment scanning is concerned with the forces and factors that impact upon MS However analysing those forces and factors will assist MS in identifying the change in the environment is often referred to as the macro-environment planning in how to cope with such a change and being ahead of the competitors in the adaptation to the new environment and the response to the market demands PESTEL framework and Porters Five Forces model are the techniques that author uses to identify and analyse the problems that MS experienced in the mid to late 90s Then the author carries out an internal analysis of the organisations resources and competences Resource audit value chain and SWOT analysis are the techniques to examine the activity of the MS in order to reveal what was the basis of their competitive advantage Furthermore the author uses the cultural web analysis in order to identify what were the main cultural features of MS until the mid 90s And discusses were the resistance to cultural change originated and what aspects need to be changed Finally the author identifies and evaluates the strategic choices available to MS by using BCG matrix Strategy Clock and Ansoff model techniques A brief conclusion and recommendations for the strategy of MS for the next 3 years will follow EXTERNAL MACRO-ENVIRONMENT PESTEL Analysis Fahey and Narayanan 1986 argue that macro-environmental conditions set the fundamental context in which industries operate Fahey and Narayanan
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