Research Paper on:
Marks and Spencer Case Study

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other shops on the market and that the approach they utilised would always be successful, as a result when the market changed they did not notice until it was too  late. To consider the company and the situation Marks and Spencer found themselves in a SWOT analysis will be used, following this we can look at the potential strategies  M&S could use and consider the PESTEL factors. Strengths Marks and Spencer has a very strong brand name with a high level of brand awareness as well as a  history of strong sales prior to the end of the 1990s. The business model had been developed to create a high level of differentiation between Marks and Spencer and its  rivals, the model was one of purchasing goods in Britain that were perceived as giving high quality and offering good value prices all year around without the need for any  sales. This created a string foundation, in the case study changes are also made that become strengths, the shifting of the supply chain so that goods were provided from Asia  helped to control costs. The appointment of Luc Vandevelde may also be seen as creating a strength, bringing in outside experience and skills into a previously former internally focused  company. Vandevelde had been the CEO of Promodes, a French food retailer that had a range of different sized stores, from small stores to hypermarkets, he had already shown he  had the skills to increase sales, as with Pomodes he had increased sales six fold and was prepared to take a new look at the business. Weaknesses The long  term corporate culture was a weakness, this ha been a top down autocratic style of management, with all chairmen either members of the family or life long employees. While this