Aims and Objectives of the study

dutch lady swot analysisThe trading currency used in London were weak in value forcing M&S to concentrate on overseas procurement of products and this is may be relatively expensive when it comes to production leading to higher prices of good to customer against M&S philosophy. In London, it was fashion that made the day and so clothing business did well as compared to Istanbul where foods were more profitable (Bowser 2008). Second Hypothesis is M&S marketing strategies in London, UK and Istanbul, Turkey during crisis will be successful and the Null hypothesis is M&S marketing strategies in London, UK and Istanbul, Turkey during crisis will not be successful.

Retail industry during crisis as a case M&S

Marks & Spencer (M&S) is one of the largest retailing stores in Britain dealing with production and supply of a wide variety of products such as clothing, house ware, foodstuff, footwear and financial services. M&S has been very successful in Britain where it started in a stall and currently has over 600 stores and has diversified to be an international business with almost 300 stores situated in other countries worldwide. M&S has been faced with many challenges in the market leading to a decline in its sales and many losses experienced in both local and international markets.