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.


The right answer is M&S marketing strategies in London, UK and Istanbul, Turkey during the crisis will be successful. This is because in London M&S has been faced with the lower value of the Britain pound that has forced them to procure products from overseas and they made strong relationship with the suppliers to ensure a constant supply with the raw materials for production. Declination of sales in London was resolved by reduction or sliming of the company where some of the stores were closed down to reduce expenses.

This is the best decision to make because the company then had enough time to concentrate on the most profitable products leading to stabilization of their economy (BBC News 2009). Moreover, the top management was ready to for go their bonuses to increase the M&S investments or initiatives aimed at stabilizing their economy. Hypothetical research questions were formulated and used for the study. These questions included; • How are dutch lady swot analysis marketing strategies? • How are Marks & Spencer marketing strategies during a crisis?

• How can M&S marketing strategies during crisis in London, UK and Istanbul, Turkey be compared and contrasted? The aim of this research is to evaluate the critical current marketing activities in retail industry during crisis as a case study of the Marks & Spencer to be sustainable in the dynamically changing market or business environment. The following are the objectives of the study: • To carry out a rapid literature review on Marks & Spencer marketing strategies during normal market situations. • To study Marks & Spencer marketing strategies during crisis.

• To critically evaluate the marketing strategies in M&S in London, UK and Istanbul, Turkey during normal market conditions. • To identify the similarities and differences in M&S marketing strategies during crisis in London, UK and Istanbul, Turkey. M&S has been prosperous in its markets and by 1994, it had acquired a market share of about 19% in the UK retail markets with around 34% on women undergarment and over 20%on men suit leading to a total of over 40% of the country’s underwear and around 15% on the clothing markets.

The figures translate to double digits making M&S more reputable in the UK’s retail markets (Alon 2000). The jubilant never lasted and in the 1998 M&S experienced losses amounting to about 34%, later another 50% loss registered in the following year in both local and international markets due to lack of awareness of M&S new brands in the markets. Profit declination in M&S from 1998-1999 was due to unexpected reduced sales, declination in overseas markets and increased importation of raw materials (Rachael 1999).