Swot Analysis of M&s
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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