Marks & Spencer Retailing Strategy Essay

2543 Words Nov 8th, 2014 11 Pages
Operations Management I

0

CASE REPORT
Subject | Operations Management I
Professor | João Villas-Boas
Delivery date | 1.11.2012

Manuel Trincão | 54730
Nicholas Silva | 54751
Rodrigo Silva | 54741
Vanessa Pacheco | 54753
2012/2013 GEB1

Operations Management I

1

Operations Management I

Index
1. Introduction

3

2. Development

4

2.1. History

4

2.2. Marks & Spencer pre reorganization

4

2.2.1. Crisis
2.3. Marks & Spencer after reorganization

5
6

2.3.1. Strategy changes

6

2.3.2. Brand

8

2.3.2.1. The Perfect and Classic Collection

8

2.3.2.2. The Autograph

8

2.3.2.3. per una

8

2.4. Order winners and qualifiers
2.5. Logistics performance objectives

9
11
…show more content…
Major supplier move to
Asian
companies

Better relationship with costumers Decrease the number of suppliers 7
Reduce of supplying costs

Improve tranparecy Improvements

Implementati on of IS for recognicion of user needs

4 sub-brands

Batter comunicatio n with suppliers Evaluation of suppliers All of these improvements lead to: product quality improvement, faster production cycles, more product appeal, faster response to market changes, more availability, product value increase, elimination of duplication and more flexibility. All these changes allowed M&S to reach a wider audience.
Implementing an information system (IS) was also one of the most important improvements in M&S strategy. IS helped the company to recognize better and have better acess to the costumers and users needs:

Suppliers
Information Systems

M&S

Consumers
Feedback

Operations Management I

2.3.2. Brand
Nowadays, market segmentation is an absolute requirement for the market realities.
Market Segmentation is related with a marketing concept and its objective is to enhance a company’s ability to understand and know its core customers as well as whom its core customers will be in the future. Most segments are formed by looking at certain characteristics such as demographic, geographic, and physiological, amongst others. These segments help the

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