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Marks and Spencer (M&S) Is

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Submitted By johnchan485
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Introduction

Marks and Spencer (M&S) is a leading British based multinational retailer specializes in selling clothing ,home and food products. This essay would be discussing and examining the operation strategy of the company through studying the case “New supply chain strategies at old M&S”.

Product ranges and market segmentations

M&S classified its products by establishing a number of brands for attracting different customers who has different lifestyles. They are: The perfection collection, The classic collection, The Autograph range and per una. Each of the brands has been segmented carefully in order to highlight the features and design philosophy of the brand and satisfy particular needs for customer.
The perfection collection and The classic collection essentially serve for customers who are mature and have high loyalty to M&S products. The products of two collections shared lots of similarities and the chief aims is to provide wide-range of ‘timeless essentials’ clothes to customers who focus on its own clothing style and finesse.

The core principle of The Autograph range is to incorporate cutting-edge design to products under the brand. Product categories encompass womenswear, menswear and related accessories. It features supreme design by industry top tier designers with a very pricy price tag. It targets customer who values product design is first and foremost.

The per una feature products with high-end designs and acceptably priced. The brand established exclusively to target a group of women who are (1) aged from 25-35 , (2) sizes 8-18 and who are sensitive and conscious to fashion trend. The brand has a relative different strategies compared to other collections. Firstly, the brand values speed of reaction which aims goods to be produced and sold in weeks instead of months. Secondly, it adopts smart lot, short and non-repeats production to make products appears to be limited produced and rare.

Market Segmentation/Ranges
Target customer who:
The perfection collection, The classic collection
Mature and loyal to M&S.
Like highlight personal style
The Autograph range
Regard product design is priority per una

Fashion-sensitive women aged between 25 and 35, sizes 8-18

Order winners and qualifiers of company’s product
Ranges

The perfection collection, the classic collection, The Autograph range and per una are established to attract different groups of customer in the market. Thus, they have its own Order qualifiers and Order winners to differentiate others. Below table has shown the order winners and order qualifiers for The Perfect and Class ranges, The Autograph range and per una.

The Perfect and Class ranges
The Autograph range per una
Order winners
-Convenience and Easy for matching
-High Versatility
-Long-lasting
-Cutting edge design
-Limited edition items
-Design follow the latest trend
Order qualifiers
-High material quality
-Affordable price range
- Comfort
-Availability
-High material quality
-Comfort
-Availability
-High material quality
-Affordable price range
- Comfort

Logistics performance objectives

M&S Analysis

The Perfect and Class ranges
The Autograph range per una
Product range
Wide
Narrow
Wide
Design changes
Not frequent
Frequent
Frequent
Price
Low to Medium
High
High – 10% higher than main range
Quality
Medium, consistent
High Quality
High Quality
Sales volumes SKU
Consistent
Small numbers
Small numbers
Order winners
-Price
-Convenience and Easy for matching
-High Versatility
-Long-lasting
-Cutting edge design
-Product exclusivity
-Time to market
-Price
Order qualifiers
-Quality material
-Availability
(Size/color)
-Good Product design

-High material quality
-Availability
(Size/color)
-High material quality
-Good Product design Operations priorities
Low
Medium
High
Logistics performance objectives
Cost
Dependability
Quality
Flexibility
Quality
Speed
Flexibility
Quality

Conclusion

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