CASE SUMMARYMAIN ISSUEPROBLEM STATEMENTS PROBLEM STATEMENTS ANALYSIS RECOMMENDATION

CASE SUMMARY

January 2007- Sir Stuart launched a new eco-plan initiative, plan A

March 2008 - he tapped anexperienced executive who had led

efforts in store design and construction and corporate purchasing

to run the Plan A effort

November 2008 - the company issued a press release

2004 - Sir Stuart Rose was brought in to lead Marks and Spencer

(M&S) out of a crisis.

In early 2000, Luc Vandevelde was appointed chairman of the troubled company.

Vandevelde brought in Roger Holmes from Kingfisher as CEO, and together they

reformed the M&S business model, refocused on the U.K. market, divested all but

own-brand products, accelerated the move to offshore sourcingand introduced

productsmeant to appeal to younger consumers.

MAIN ISSUE

� What are important trends inmarketing

practices?

� What are the keys to effective internal

marketing?marketing?

� What tools are available to help

companies monitor and improve their

marketing activities?

PROBLEM STATEMENT

�How can Marks & Spencer be responsible social marketers

�How can a company improve its marketing skills?

ANALYSIS

Commitments had to be met without compromising on the core values that underpinned M&S: value, quality,

service, innovation and trust.

Marks & Spencer updates on progress of its ‘eco-plan’, Plan A - how we do business, so that we grow in a

sustainable way,” to tackle some of the biggest challenges facing our business and our world.

Pillar One: Climate change - supply chain toward its farmers, expecting them to reduce their own emissions.Pillar Two: Waste - hire recycling service companies to collect waste from its stores and warehouses.

Pillar Three: Sustainable raw materials - aiming to ensure our key raw materials come from the most

sustainable sources available to us.

Pillar Four: Fair partner - purchasing products at a “fair” price from suppliers in underdeveloped countries.

Launched in January 2007, the 100-point Plan A includes five-year targets in five areas. Progress to date

includes:

Pillar Four: Fair partner - purchasing products at a “fair” price from suppliers in underdeveloped countries.

Pillar Five: Health - designed to improve the health of its customers and employees.

Plan A commitments, 2007 to 2012Climate change

Carbon neutral

Energy efficiency (stores)

Energy efficiency (warehouses and offices)

Business travel

On-site renewable

Bio-diesel

Green transport

EURO engines

Carbon offsetting

Food ‘carbon footprint

Reduce air freight

Supplier Exchange (climate)

Green factories

Agricultural carbon balance

Carbon labeling

Footprint campaign

Company cars

BRE-EAM

Green electricity

Anaerobic digestion

Green stores

Carbon offsetting

Refrigerants

United Kingdom and Republic of Ireland

Seasonal food

Supplier logistics

Agricultural carbon balance

Labeling air freighted food

Low carbon products

The Climate Group campaign

Public transport and cycling

Waste

No operational waste to landfill

Food waste (reduction)

Food waste (alternative disposal)

Construction waste

Packaging (reduction)

Packaging (sustainable raw materials)

Packaging (recycling and composting)

Packaging (WRAP logos)

Shopping bags (reduction)

Shopping bags (recycled plastic)

Shopping bag agreement

Construction and fit-out materials

Café closed loop

Consumables

Packaging (Courtauld Commitment)

Clothing hangers

Customer recycling services

SUSTAINABLE RAW MATERIAL

Sustainable farming

Organic food

Pesticides (phase out)

Pesticides (post-harvest)

Pesticides (network)

Non-genetically modified

Cotton

Food commodities

Wood

Fish

Dye-houses

Polyester

Oakham chicken

Non-genetically modified

Sustainable textiles

Clothing standards

Fixed cut off date for animal testing

Free range

Water efficiency (stores and offices

Water efficiency (suppliers)

Stores (raw materials)

Unannounced assessments

In-country resources

Ethical Trading Initiatives standards

Ethnical trading assessments

Confidential complaints

Product information

Buying Pledges

Link customers and producers

Regional food sourcing

Fair trade food

Fair trade clothing

Supplier Exchange

Customer campaigns

Breakthrough Breast Cancer

Franchise Exchange

FAIR PARTNER

Product information

Supplier ranking

Buying guidelines

Small suppliers

Supplier Community Investment

Marks & Start

Plan A Champions

Breakthrough Breast Cancer

LabelingChildren’s candy

Natural colors

SaltHealthy Eating Advisors

Diet and health information.

Lifestyle information

Eat Well

Omega 3 (salmon)

Natural enrichment

Health campaignsDiet and health information.

Marks and Spencer competitive position, 2007

APPROACHES TO ANNUAL PLAN CONTROL

APPROACHES TO PROFITABILITY CONTROL

• PRODUCT

•• SEGMENT

• TERRITORY

• CUSTOMER

• SEGMENT

• TRADE CHANNEL

• ORDER SIZE

EFFICIENCY CONTROL APPROACHES

• SALES FORCE

•• ADVERTISING

• SALES PROMOTION

• DISTRIBUTION

STRATEGIC ANALYSIS

Product development

- Brand to be development

some more

- Technological advicement

Market Penetration

- Development of new

products

- Total Fokus on UK Retail

Existing Products NEW

MARKET

Diversivication

- Foodbeaauty and home

Market development

- Enter new segment

- New territories

- New Users

Franchising in Hong Kong

MARKET

NEW

STRATEGIC CONTROL APPROACHES

• MARKETING EFFECTIVENESS RATING INSTRUMENT

•• MARKETING AUDIT

• MARKETING EXCELLENCE REVIEW

• COMPANY ETHICAL AND SOCIAL RESPONSIBILITY REVIEW

RECOMENDATION�Convince senior management of the need to become customer focused

� Install a modern marketing planning system

� Establish an annual marketing excellence recognition program� Establish an annual marketing excellence recognition program