1. SWOT Analysis Of

2. The SWOT Analysis StrengthsWeaknesses OpportunitiesThreats

3. StrengthsStrengthsStrengthsStrengths International reputation for good quality. -marketing benefit. Internet online store available 24hours. -might gain more customers and possibly making more sales through online store. Close relationship with suppliers, employees and customers. -greater responsibility for quality, customer satisfaction and give M&S a competitive advantage. Own brand products. -more profitable than sell famous brands also have the ability to grow.

4. WeaknessesWeaknessesWeaknessesWeaknesses Perception old fashioned clothing. -less competitive in certain segments of the clothing market. Small target market/only higher income. -less customers than its indirect competitors. Declining market share. -less power in the market place. -3 rd place behind Asda and Primark.

5. OpportunitiesOpportunitiesOpportunitiesOpportunities Open up the middle class consumers/Enlarge their target market. -gain market share and might be able to increase profit margin by value. Introduce a Student Support Programme. -possible stronger human resource in the future for the business. Franchise overseas further. -opportunity to develop M&S brand in other countries. Form Partnership in clothing market. -Build on the success of Per Una brand. This will enable M&S to further develop in the market and also improve the performance of some of their ailing clothing lines.

6. ThreatsThreatsThreatsThreats Growth of other similar business in the industry. -the customers might switch to other similar business therefore they might lose their market share Food market competition from Waitrose and indirectly Tesco (Finest range). -One of the main competitor has a similar target to M&S. High competition in the market. -indirect competition from supermarkets. Current economic downturn “The credit crunch”. Possible merger activity amongst rivals may effect market share. EU regulation on suppliers (China).