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Marketing plan of Marks and Spencer -Dubai
Chan Ka Wing GiovannaChong Yijie
Hamza Sheikh
Content•Introduction •PESTLE analysis (Marco-environment)•SWOT analysis (Micro-environment)•Competitors analysis•Suppliers analysis•Core Marketing Strategy (Segmentation,
Targeting and Positioning)•Marketing Mix (4Ps/7Cs)•List of References
Introduction•First store was established in 1901 at
Manchester. (Marks and Spencer, 2012)
•One of the UK’s leading retailer. (ibid.)
•Offer clothing, home products and foods. (ibid.)
•Employ 78,000 employees in the UK and abroad. (ibid.)
•More than 703 stores in UK and over 300 stores across Europe, the Middle East and Asia. (ibid.)
•Provide online services through marksandspencer.com. (ibid.)
PESTLE Analysis in U.A.E.
•Political•Economic•Socio Cultural•Technological•Legal•Ecological
Economic
Factors
Socio culturalFactors
Technological
Factors
LegalFactors
Ecological
Factors
PoliticalFactors
Marks and
Spencer in UAE
PESTLE Analysis-Political
•Each emirate in the U.A.E. still retains substantial autonomy. (Michigan State University2012)
•A politically stable and forward-looking administration (Middlesex University Dubai 2009)
•The U.A.E. has no political parties(Michigan State University2012)
PESTLE Analysis- Economic • Weak recovery in Dubai Affect on consumer prices in 2011 (UAE Country Report. Jan 01, 2012)
Inflation rate: 0.9% 2.6%(ibid.)
Fixed exchange rate 3.67 UAE Dirhams per one U.S. Dollar. (ibid.)
• Favourable tax regime(Middlesex University Dubai 2009)
• maintains non-tariff barriers to trade and investment(ibid.)
• business-friendly regulations (ibid.)
• low-cost business environment (ibid.)
PESTLE Analysis- Socio-cultural
•Demographic forces:
−the world's second highest population growth rate of 10.68% annually during 2000-2010(The Central Intelligence Agency 2012)
PESTLE Analysis- Socio-cultural−Age structure
Age Structure
in the U.A.E
Percentages
Number of Male
Number of Female Sex Ratio
0-14 years 20.4% 537,925 513,572 1.05 males/female
15-64 years 78.7% 2,968,958 1,080,717 2.75 males/female
>65 years 0.9% 30,446 17,046 1.77 males/female
Figures from Central Intelligence Agency(2012)
• Cultural forces:
−The highest average online shopping spending
an average of $1,048 in Q4 of 2009 (Mehmood, F. 2010, Nov 03rd)
•Influx of a large foreign population (Michigan State University2012)
PESTLE Analysis- Socio-cultural
PESTLE Analysis- Technological
• Self check-out machine•Wireless devices
•QR Code
PESTLE Analysis- Legal•Methods to establish a company in the U.A.E.
-Incorporating a Limited Liability Company (LLC) -Establishing a Branch office or Representative office -Establishing a wholly owned entity in one of the U.A.E. Free Trade Zones. (Ali & Partners 2004)
• Incorporating a Limited Liability Company Al-Futtaim Group (Marks & Spencer UAE L.L.C 2012)
•Commercial Agencies Law (UAE Country Report. Jan 01, 2012)
UAE eliminated trading agency requirements for basic food products in August 2006
PESTLE Analysis-Ecological
• Conservation of energy and resources Issue the Federal Law in 1999
(Al Abed,I. and Hellyer, P. 2001)
•Reputation - High quality and product variety (Karaliopoulos
and Amat)
SWOT Analysis-STRENGTHS
(Marks and Spencer 2012)
•Owned its own brand and products
(Marks and Spencer 2012)
•Shopping environment
•Customer services
(Andrews and Martin, 2011)
•Healthy eating
(Marks and Spencer 2012)
•Internal training
(CSL Cartoonstock ,2012)
•3 operating divisions: - UK Retail C
- International Retail
- Financial Services
(Marks and Spencer 2012)
•Lack of newness (The Telegraph, 2006)
•Slow to change
SWOT Analysis-WEAKNESSES
•Clothing : Does not really reflect younger women’s taste (Bums, 2008)
(Fashionologie ,2011).
SWOT Analysis- OPPORTUNITIES•Market extending•Introduce QR Code – is more convenient to the
customer
•Keep renewing their women wear range
SWOT Analysis- THREATS
•Strong competitors (For Food and Clothes) - food (e.g. Waitrose)
- clothes (e.g.Debenham) •Economic downturns•Shifts in consumer behaviours
(Inkcinct, 2012)
Competitors analysis
Competitor
Classification
Waitrose
(for Food)
Next
(for Home and Clothes)
Debenhams
(for Home and Clothes)
Product variety Waitrose Food
• Womenswear• Menswear• Childrenswear• Petite• Home• Maternity
• Womenswear• Menswear• Childrenswear• Weddings
wear• Home wares
Targeted customer/Segment
Household Middle class
• Middle class • Middle class• People who go
for weddings
Positioning(Image to customer)
Upmarket
(Waitrose 2012)
Stylish clothes
(Next Plc.2011)
Department store -Wide
variety of products
(Debenhams Retail plc2012)
Competitor Classification
Waitrose
(for Food)
Next(for Home and
Clothes)
Debenhams(for Home and
Clothes)
Size/ Market share (overall)
2724.2% (2010) 4.4% (2011)
6802.5%(2010)4.0%(2011)
228Increased by 4.5%
No. of Shop in Dubai
2 13 6
strengths • catering for the specific needs of the local communities
• Relatively high number of stores
• Wide variety of product with 19 designers
• Weddings wear• consider of
cultural requirements
weaknesses Low diversification
Only have 2 supermarkets in Dubai(Waitrose 2012)
No supermarket
(Next Plc.2011)
No supermarket
(Debenhams Retail plc2012)
Competitors
Strategic thrust
Market Penetration Market
PenetrationProduct
development (different design on
products)Strategies Market segment
expansion (more stores in the Middle East)
Positioning (stylish)
Differentiation focus on leading department stores group(Regional Franchise)
response pattern
continues to pursue further stores in the Middle East region
(Waitrose 2012)
Building more new stores in
Dubai (past experiences)
(Next Plc.2011)
Jenny Packham joins Designers
at Debenhams in Feb 2012
(Debenhams Retail plc2012)
Competitor
Classification (for Food)
Next
(for Home and Clothes)
Debenhams
(for Home and Clothes)
Competitors analysis
M&S’ Competitive Advantages- 3 sectors (Food, Clothes and Home)- Product variety and High quality
Competitive Disadvantages & Create Differential advantagesOnly 8 stores in Dubai ExpandPositioned by classic, old-fashioned clothes Product repositionProduct lack of creativeness Produce customized productNarrow age range of target market Widen by targeting teenagers
Suppliers
Trade Clearing House
•One of Britain’s leading wholesale clothing
companies (Esources, 2012)
•Stocking a massive range of Branded and Ex-Chainstore Fashion Clothes including babywear , childrenwear and ladieswear. (ibid.)
•Hold the children’s licensed character clothing including Disney and Warner Bros. (ibid.)
•Manufacture products for many leading famous brands, contract packers and industry worldwide. (OPM Group, 2012)
•Services provided (ibid.): - Labels and packaging Pressure Sensitive Labels Film Thermal Printing Services
OPM Group
It’s Quality Management System is certified to ISO 9001-2000 standard
•It’s Quality Management System is certified to ISO 9001-2000 standard. (ibid.)
•The manufacture of self-adhesive labels, flexible food packaging and other packaging materials are certified to BRC/IOP category B food contact. (ibid.)
(OPM Group, 2012)
Marks and Spencer Segmentation
•Profile•Behavioral•Psychographic
Marks and Spencer Targeting
•Introduction of takeaway food in Dubai•Introduction of custom bags in Dubai•Introduction of new Marks and Spencer range named Red harbor.
Marks and Spencer Positioning
Marketing Mix and Marks and Spencer's
Marketing Mix
•Clarity•Consistency•Credibility•Competitiveness
References
• Al Abed,I. and Hellyer, P. (2001). Environmental Development and Protection in the UAE. In Aspinall, S.(Ed.), United Arab Emirates–a new perspective.(pp277-304). UK: Bookcraft.
• Ali & Partners (2004). Doing Business in the U.A.E. Middle Eastern Laws - U.A.E. Retrieved March 3rd, 2012 from http://www.mideastlaw.com/middle_eastern_laws_uae.html
• Andrews, E. and Martin, A. (2011, September 13th). Sorry about your sandwich... but here's the dinosaur you asked for': M&S sends cheeky customer a smiley drawing. Mail Online.
• Bums, P. (2008). Corporate Entrepreneurship: Building the Entrepreneurial Organization (2nd Edition). Palgrave Macmillan.
• CSL Cartoonstock (2012). Retrieved February 29th ,2012 from : http://www.cartoonstock.com/directory/s/skilled_worker.asp
• Danielli, D. (2005, July 21st). OPM joins M&S supplier roster. Retrieved February 29th ,2012 from : http://www.printweek.com/news/486974/OPM-joins-M-S-supplier-roster/?DCMP=ILC-SEARCH
References• Debenhams Retail plc(2012). Debenhams International. Retrieved
March 3rd, 2012 from: http://www.debenhams.com/webapp/wcs/stores/servlet/CategoryDisplay?storeId=10001&catalogId=10001&langId=-1&userType=G&categoryId=63447
• Esources (2012). Retrieved February 29th ,2012 from : http://www.esources.co.uk/supplier/153/
• Fashionologie (2011). See the Entire Marni For H&M Ad Campaign. Retrieved February 29th ,2012 from : http://www.fashionologie.com/Complete-Marni-HM-Ad-Campaign-Photos-21875506?page=0,0,6#5
• If it ain't broke: why Marks & Spencer is opting for an old-fashioned Crimbo. (2006, November 12th). The Telegraph.
• Inkcinct. (2012). Retrieved February 29th ,2012 from :http://www.inkcinct.com.au/web-pages/australian/economic-business-ir/2008-economic-business-ir.htm
• Karaliopoulos , G. and Amat, O. The Marks and Spencer Case• The Central Intelligence Agency (2012). CIA - The World Factbook.
Retrieved March 3rd, 2012 from: https://www.cia.gov/library/publications/the-world-factbook/geos/ae.html
• Marks and Spencer (2012). 125 Years-Timeline. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/HTML/index.html#/2000s
• Marks and Spencer (2012). About Us – Company Overview. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/aboutus/company_overview
• Marks and Spencer (2012). About Us – Where We Are. Retrieved February 29th, 2012 from: http://corporate.marksandspencer.com/aboutus/where/uk_stores
• Marks and Spencer (2012). Annual Report 2011. Retrieved February 29th, 2012 from: http://annualreport.marksandspencer.com/financial-review/international.aspx
• Marks and Spencer (2012). Retrieved February 29th, 2012 from:http://corporate.marksandspencer.com/home
• M&S Money (2012). Retrieved February 29th, 2012 from: http://money.marksandspencer.com/
• Marks and Spencer plc. (2012). About us. Retrieved Feb 23rd, 2012 from: http://corporate.marksandspencer.com/aboutus/where/uk_stores
• Marks and Spencer UAE L.L.C (2012). PLAN A in the Gulf. Retrieved March 3rd, 2012 from: http://www.marksandspencerme.com/content/page2.aspx?pName=Plan_A
References
• Marks & Spencer UAE L.L.C (2012). What’s new-Ultimate Magical Wear. Retrieved March 3rd, 2012 from: http://info.marksandspencerme.com/whatsnew/magic-wear.html
• Mehmood, F. (2010, Nov 03rd) E-commerce spending survey toped by UAE. TopNews Arab Emirates. Retrieved March 3rd, 2012 from: http://topnews.ae/content/21738-e-commerce-spending-survey-toped-uae
• Michigan State University (2012). United Arab Emirates: Government-Principal Government Officials Retrieved Feb 25th, 2012 from: http://globaledge.msu.edu/countries/united-arab-emirates/government
• Middlesex University Dubai (2009). About Dubai. Retrieved Feb 25th, 2012 from: http://www.mdx.ac/Aboutdubai.asp?Link=About%20Middlesex%20University%20Dubai&SubLink=About%20Dubai
• Miller, C. (14th Nov 2008). Arabian bites. Retrieved Feb 25th, 2012 from: http://www.johnlewispartnership.co.uk/media/e-zine/newsroom/jlp-e-zine-14-november-2008-arabian-bites.html
• Next Plc.(2011). Business overview. Retrieved March 3rd, 2012 from: http://www.nextplc.co.uk/about-next/business-overview.aspx
• OPM Group (2012). Retrieved February 29th ,2012 from : http://www.opmlabels.com/index.htm
References
• UAE Country Report. (Jan 01, 2012).U.S.A.: The PRS Group, Incorporated.
• Waitrose (2012). Waitrose Factsheet. Retrieved March 1st, 2012 from: http://www.waitrose.presscentre.com/ImageLibrary/detail.aspx?MediaDetailsID=30240
References
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