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Evaluate the Extent to Which Marks and Spencer Has Benefited from Its Marketing Planning

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Evaluate the extent to which Marks and Spencer has benefited from its marketing planning

Marks & Spencer’s are a company that have been that suffered a bad year in 2003/04 as they suffered a 10% fall in sales of their clothing. Their additional priority was to kick-start the autograph range in which they received good reviews but unfortunately they were too expensive being mostly over £100.
With regards to their products, products of Marks and Spencer are designed according to the demands, needs and preferences of customers. To identify the demands, needs and preferences of customers, Marks and Spencer focuses on the core customers which they knew but then decided to take a risk and merge into a new market with Per Una and Per Una Due range. Company serves its core customers as well as its new customers by providing them distinguishing products. Per Una is a successful brand of the company which has satisfied the needs of customers. This brand has produced remarkable profits for the company. It was launched in 2001 but unfortunately the market of 2003/04 showed a drop in demand because of their prices. If more market research was carried out it could be seen that the customers will not be willing to pay £100 or more for an item of clothing. In regards to benefitting from marketing planning, they could have possibly gained if they were able to produce a product that could be sold which they did with the Men’s range in which its market share increased from 10.3% to 10.5% but not so much the Per Una range.
Pricing strategies of Marks and Spencer are developed according to the environment and the positon of the market as far as I can work out. The company designs separate pricing strategies for local markets and for global markets. From my research, it seems that M&S have a huge Russian market and are able to charge more, especially to the older generation

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