Swot Analysis of M&s

SWOT analysis

The S and W of a SWOT analysis focus on the current market position of a business in relation to its:

* Customers - is the business meeting the needs of its target markets

* Competitors- is the business offering a better way of meeting customer needs compared with its competitors

* Internal resources- is the business making effective use of its internal resources to meet customer needs and deal with competition

The O and T of a SWOT analysis focus on the future market position of a business.

* Use the strengths and limit the weaknesses to help plan for future development, marketing strategies and activities.

* Opportunities and threats should grow out of an objective consideration of the real strengths and weaknesses of the business.

* Specific information must be collated before the process begins and personnel need to adopt a truly objective position if the process is to be successful and worthwhile.

The main purpose of a SWOT analysis:

* Identify market opportunities

* To avoid complacency about market position - a self evaluating organization

* As a safety check before embarking on major new project

* As a response to change - change of director might initiate a SWOT analysis to gauge the strength of the team.

* There is no set procedure for carrying out a SWOT analysis but care must be taken to identify weaknesses if the process is to serve its purpose. A weakness may purely be lack of information, or lack of suitably qualified staff.

SWOT analysis of Marks and Spencer

Strengths Weaknesses

* Sales of clothes have stabilised, and food sales have increased

* Total group sales up 3.3% with food sales up 2.7%

* New chief executive with fresh ideas and sales led growth

* Good advertising

* Used iconic models to attract core target group.

* George Davies

* Product diversification - home and furniture

* Turnaround in sales and growth

* Resignation of three key members

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