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Marks Spencer Resources Capabilities Competitive Advantage Compiled for Paull Robathan Author Kerry Sheehan Monday 02 February 2004 1EXECUTIVE SUMMARY In the period up until the mid 1990s MS had a market leading share of the clothing market They used their resources and subsequent capabilities to exploit their differences from the competitors and create competitive advantage by Empowering suppliersmanufacturers with design responsibility Closely managing supplier relationships Brand management Excellent customer service Excellent working conditions Their Britishness Through these unique policies they created CA and profitable growth Richard Greenbury become Chair man and proceeded with a strategy that was inward focussed and paid scant regard for the external environment particularly that of its competitors and customers His poor understanding of the external environment and complacency in underestimating it meant MS could not maintain their fit between their organisational resources and capabilities and the significant changes in both the external and competitive environment The time to make changes was when MS were at the top and had the resources to do so but Greenbury failed to realise the threat and did not react On appointing Luc Vandevelde MS should recommend the following strategies are pursued to correct Greenburys failings Restate the corporate values of quality value service Implement rigorous supplier quality audits Encourage participative management Implement new supplier partnerships outside of UK Employ Design Director with responsibility for seasonal ranges oTarget individual fashion groups with individual ranges oPartnerships with recognised designers Contents Page 1Executive Summary2 2Introduction4 21The Clothing Market4 3Part A5 31Resources5 32Tangible6 33Intangible Resources6 34Human resources7 35Capabilities7 36Sources of Competitive Advantage8 361First Mover Advantage9 362Reputation9 363Finance9 364People9 37Value Chain10 371MS Value Chain Key Strengths10 4Part A Summary11 5Part B12 51Identifying Greenburys Strategies12 511Measuring Success12 52Strategic Analysis13 521The External Environment13 522The Competitive Environment14 53Resources Capabilities14 54Strategic Choice15 55Stakeholder expectations16 56Strategic Recipes16 57Strategic Implementation17
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