Posted: March 18th, 2023
Per Una Brand at Marks & Spenser
Given the global economic condition of tightening credit and its immediate effect on retailing, Marks & Spencer (M&S) has taken a strategy of promoting its more popular brands more aggressively than ever. The strategy M&S is pursuing specifically focuses on the Per Una brand, a critical line that contributes Â£500m or 6% of total Marks & Spenser sales on a consistent yearly basis, and is a cornerstone of the women’s wear segment that generated Â£2bn in 2007 for the entire chain (Cavazza, 2007). Despite the dominance of the Per Una brand there continues to be a slowdown in spending with regard to all of retailing, which is indicative of the broader global recession (Guthrie, 2008). Despite the global economic conditions however, lingerie sales grew 26.7% for M&S in 2007, which indicates how effective the retailer has been in countering the broader trends in the external marketing environment (Townsend, 2007).
Assessing the External Marketing Environment
The following are the key marketing environmental factors impacting M&S in general and the Per Una brand specifically. First, the economic slowdown of the last eighteen to twenty-four months has further accentuated how concentrated the retailing marketing reach of M&S is today, with 92.9% of total revenues generated from the UK during fiscal 2007 (Guthrie, 2008). This has become a competitive disadvantage to M&S as Tesco, Wal-Mart and mass merchandisers are using multi-channel based approaches to gain greater sales in adjacent nations tot the UK. The reliance on Internet-based marketing including targeted e-mail campaigns and analysis of click-stream data from website visitors showing interest in the Per Una brand has worked to counter this trend, yet the broader competitive environment is nurturing a price war throughout the UK retailing environment. It is critical for M&S to continue selling on the uniqueness and quality of its products including the Per Una brand, and not compete in the price wars that are beginning to dominate UK-based retailing.
A second marketing environmental factor that is influencing the sales of the Per Una brand continues to be the lack of online transactions, which have become all the more important given the current economic conditions impacting retailing globally. M&S has kept with their policy of not taking orders online from overseas, a strategy decision that has left the Middle East and Asia wide open for Harrods Online, an online initiative from one of their closest competitors aimed at upper income consumers in these two regions of the world. The global online marketplace is one that represents a significant opportunity for M&S with the Per Una brand, yet the retailer is reticent to move away from Royal Mail and White Arrow courier services. To capitalize on the unmet needs of higher-income consumers in the Middle East and Asia, M&S must create a more aggressive shipping and logistics program to support the sales of the Per Una brand throughout these regions of the world. Global competition online for lingerie and woman’s wear is forcing the urgency of this issue for M&S general management today.
A third marketing environmental factor that M&S must concentrate on with regard to the primary customer segments who purchase the Per Una brand of lingerie and women’s wear are the environmental “green” initiatives and corporate social responsibility (CSR) initiatives that Per Una and its supply chain partners also adhere to. The more environmentally conscious the consumer the more critical will be the messaging surrounding sustainability and demonstrated adherence to green initiatives and active, forward-thinking CSR programs. In the apparel industry the reliance on child labor has been pervasive, and it is essential that Per Una be very clear that this environmental factor is never associated with their brand. The best strategy for this broader marketing environment factor is to be transparent and accountable throughout their entire supply chain. By doing this they will win a high level of credibility and trust with their target markets.
The marketing environment for M&S in general and Per Una brand continues to be challenging, primarily due to the credit crisis impacting global retailing today. Yet despite the financial crisis impacting many nations’ economies today, Per Una continues to grow sales by concentrating on a differentiated brand messaging strategy, the evolving use of the Internet as a channel which needs much more attention from M&S strategically, and the growing requirement of consumers for apparel manufacturers to have active CSR programs in place.
Manfreda Cavazza 2007. M&S blooms as Rose wins women’s vote. McClatchy – Tribune Business News May 23
1. http://www.proquest.com (Accessed November 10, 2008).
Jonathan Guthrie 2008. First the credit crisis, now the fashion crisis:[LONDON 1ST EDITION]. Financial Times, February 14, http://www.proquest.com (Accessed November 10, 2008).
Abigail Townsend 2007. Riders on the storm. The Business, July 14, http://www.proquest.com (Accessed November 10, 2008).
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!
Place an order in 3 easy steps. Takes less than 5 mins.