A critical examination of M&S's current strategic and marketing position, as well as potential sustainable competitive marketing strategies

Le Li, Yijie Wang and Yang Yang Zhang
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Le Li: The School of Economic and Management in University Putra Malaysia & Anhui Institute of Information Technology, The School of Management and Engineering, Wuhu, Anhui Province, China.
Yijie Wang: School of Business and Economics, University Putra Malaysia, 43400 Seri Kembangan, Selangor, Malaysia.
Yang Yang Zhang: School of Education, University of Nottingham, UK & The School of Liberal Studies and Foreign Languages, Anhui Institute of Information Technology, Wuhu, Anhui Province, China.

International Journal of Science and Business, 2023, vol. 18, issue 1, 108-117

Abstract: The current study focuses on a critical discussion of M&S's current business background situation, as well as current marketing strategies and competitive advantages for the development of M&S Markets. Therefore, the first section used SWOT analysis and 5C analysis about M&S's significant marketing environment and how to keep their competitive advantage in creating sustainable value for customers. due to M&S's status as international global firms in the different countries. Therefore, the focus on the M&S food and clothing retailer had many competitors. The positioning map is a useful tool that can assist M&S in defining its marketing positioning. As for the sections, find and choose M&S's potential marketing strategies. Because the new economic and business environment has changed, M&S must use differentiated marketing strategies to compete with low-cost competitors in different countries. Based on the prior studies, the current investigation focuses on identifying four approaches to help M&S maintain long-term sustainable development in global marketing using Porter's generic competitive advantages. The current review article has many significant practical implications, especially for identifying M&S's current strategic and marketing position as well as potential sustainable competitive marketing strategies.

Keywords: M&S; Marketing Strategies; Sustainable; Marketing Position; SWOT analysis; 5C analysis & marketing strategies. (search for similar items in EconPapers)
Date: 2023
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