M&S key business areas are men's, women's and children's clothing and gifts, home furnishing, food and financial services.

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Table Of Contents

1 EXECUTIVE SUMMARY 2

1.1 THE MARKET 2

1.2 MARKETING OBJECTIVES 2

1.3 STRATEGIC DIRECTION 2

1.4 ACTION PLAN 2

2 COMPANY BACKGROUND 3

3 STRATEGIC MARKETING PLAN FOR M&S FOR THE NEXT FIVE YEARS 3

3.1 MISSION STATEMENT 3

3.2 SITUATION ANALYSIS 3

3.2.1 The market 3

3.2.2 Competition 4

3.2.3 The customer 4

3.2.4 The products 5

3.2.5 SLEPT factors 6

3.2.6 Key points from marketing audit 6

3.2.7 Internal strengths 6

3.2.8 Internal weaknesses 7

3.2.9 External opportunities 8

3.2.10 External threats 8

3.3 MARKETING OBJECTIVES 9

3.3.1 Objectives 9

3.4 ASSUMPTIONS 9

3.5 MARKETING STRATEGY 9

3.5.1 Ansoff Matrix 9

3.5.2 Strategies 10

> Defining the Strategic Objective and Opponent(s) 10

> Choosing a General Attack Strategy 10

3.6 ACTION PROGRAMME 11

3.6.1 Pricing 11

3.6.2 Prestige goods 11

3.6.3 Product proliferation 11

3.6.4 Product innovation 11

3.6.5 Improved services 11

3.6.6 Distribution innovation 11

3.6.7 Manufacturing cost reduction 11

3.6.8 Brand positioning 12

3.6.9 Promotion