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Management Strategy Report Assignment 2 Case Study on Marks and Spencers word Count 2732 Executive Summary 1 Key changes in market4 Clothing4 Food4 Financial Services5 Home-wares5 International5 2 Generic Strategies7 Decline in profits cause concern7 What strategy did they follow7 Blind ignorance8 Vandevelde arrives in 20008 Differentiation strategy8 Cost-leadership elements9 Possible distraction from MSs new strategy9 3 Ansoffs Matrix10 Strategic direction followed under Peter Salsbury11 Withdrawal from markets11 Acquiring Littlewoods chain11 Large-scale promotional campaign11 Severing links with UK suppliers11 Financial services International markets and Home Internet shopping11 January 2000 to March 2002 - Arrival of Luc Vandevelde12 Strategic direction followed under Vandevelde12 Main areas of Vandeveldes Market Penetration Strategy12 New clothing ranges12 4 Organisational Culture13 Cultural Web13 Changes in organisational culture14 Overhaul helped change culture15 1 Key changes in market Over the past decade MSs competitive advantage seems to have eroded The following aims to determine the key changes in the market that contributed to this decline It is important to first of all state that MS were not just in one market but several The main markets in no particular order being 1Clothing 2Food 3Financial services 4Home-Wares 5International Clothing MS built up its competitive advantage here through stocking generic clothing that was built on basics Document A p1045 However they did not at any time assess the market or research customer trends and this left a gap which competitors quickly filled People change Fashions change and to ignore this fact is silly With the onset of the recession in the early 1990s customers needs had changed and this was reflected in their spending patterns They main changes being 1More fashion conscious especially in younger age group 2Customers had less disposable income therefore needed cheaper clothes MS failed to realise this and other competitors as shown in Fig 11 capitalised on their ignorance CompetitorCustomer profileCompared to MS The Gap Oasis NextFashion-consciousSimilar
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