市场营销留学作业：Marks & Spencer Competitive Advantage

本文是市场营销留学作业，主要内容是讲述马莎百货的竞争优势。 

Table of Contents

1. Introduction 3

Marks and Spencer Group (M&S hereinafter) is a UK based leading high street retailers that deal in products including clothing, foods, pharmaceuticals, and home accessories. The firm is a leader in the clothing business, which is considered the core product of the organization across UK (DataMonitor, 2010). According to Data monitor (2011) report, every one in ten clothing products purchased across the UK is manufactured and marketed by M&S. The firm manufactures products for every human being and most of the target market of the firm belongs to the upstream and the middle market segment. Major clothing products of the firm include menswear, women s wear, lingerie, children wear. The firm share of the clothing industry has been reported at 17.4% during the year 2010, followed by Next on number 2 in 7.9% and Primark at 7.5% share of the UK clothing market (Marks & Spencer, 2010).

2. Assessment of M&S's Competitive Advantage: 4
2.1. SWOT Analysis: 4
2.1.1. Strengths: 4
2.1.2. Weaknesses: 5
2.1.3. Opportunities: 6
2.1.4. Threats: 6
2.2. Porter's Value Chain Analysis: 7
2.2.1. Primary Activities: 8
2.2.2. Support Value Chain Activities: 9
2.3. Resource Based View: 9
2.3.1. Tangible Resources: 10
2.3.2. Intangible Resources: 10
3. Change Management Strategy at M&S: 12
4. Conclusion: 17
5. Works Cited 18