Swot Analysis of M&s
Essay by marks • May 20, 2012 • Case Study • 414 Words (2 Pages) • 2,008 Views
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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