marketing论文代写范文-消费者支出增长对经济衰退的影响

M&S Marketing essay

Select a retail sector with which you are familiar. What is the likely impact on the sector of a downturn in the growth of consumer spending- What strategies should a (named) retailer in the sector adopt to minimise the threat?

消费者支出增长对经济衰退可能有什么影响? 选择您熟悉的零售行业。该行业的(指定)零售商采取什么策略来减少威胁?

Following the financial and economic crisis in 2007, the reduction in consumer spending had a significant impact upon major high street fashion brands including Marks and Spencer, which saw sales and profitability fall significantly. In response to this, M&S adopted a strategy of contraction, which entailed the closure of a number of stores, particularly in the Simply Foods outlet sector. However, despite the fact that this ostensibly led to a reduction of costs, it can be argued that this approach also had an adverse effect upon the marketing mix and competitive advantage of the business. This was proven by the fact that M&S lost market share as a result of this strategy while other fashion stores, such as Primark and Zara maintained their growth pattern through this period.

在2007年的金融和经济危机之后,消费者支出的减少,对包括Marks and Spencer在内的主要高街时尚品牌产生了重大影响,其销售和盈利能力大幅下降。为此,玛莎百货( M&S )采取了收缩策略,包括关闭一些商店,特别是在Simply Foods的直销店。然而,尽管这显然降低了成本,但这种方法也对营销组合和企业的竞争优势产生了不利影响。事实证明,由于这一战略,M&S失去了市场份额,而Primark和Zara等其他时装店在此期间保持了增长模式。

It is considered that the strategy M&S should have adopted should have been based upon a more proactive approach. In this respect, there are two elements that the corporation needed to address. The first of these is to ensure that a policy of value chain management is re-enforced, which would reduce costs and therefore prices, while at the same time allowing the business to maintain its profitability levels. For example, had the marketing message for M&S been more focused upon delivering consumer savings rather than news of store closures, which forces additional cost on the consumer in terms of travelling to the store, it is likely that consumer loyalty would have been maintained at a higher level. Secondly, there was a need to ensure, through appropriate marketing research, that the products being offered met with the changing demands and needs of the consumer during this period. Similarly, it is likely that had the marketing focus for the business during this period been more directed towards lower cost elements and savings available to the consumer that this would have also contributed in maintaining its market share within the fashion sector. In other words, the corporation needed to adopt a proactive rather than reactive approach to marketing during the economic downturn.

M&S应该采用更积极主动的策略。在这方面,公司需要解决两个问题。第一个是确保重新实施价值链管理政策,这将降低成本,从而降低价格,同时允许企业维持其盈利水平。例如,如果M&S的营销信息更侧重于提供消费者储蓄,而不是关闭商店,这会导致消费者在前往商店方面产生额外成本,那么消费者的忠诚度可能会保持在更高层次。其次,有必要通过适当的市场调查确保所提供的产品在此期间满足了消费者不断变化的需求。同样,在此期间,企业的营销重点可能更多地针对消费者可获得的低成本要素,这也有助于维持其在时尚领域的市场份额。换句话说,在经济衰退期间,公司需要采取主动而非被动的营销方法。

There is strong movement amongst supermarkets to buy in consumer products which are not traditional supermarket lines (e.g., TV sets). The supermarkets do not carry a full range of these items and are not committed to carrying them all the time. What are the strategic reasons for this kind of activity? What are the risks?

超市之间的强势运动是购买非传统超市系列(例如电视机)的消费产品。超市不提供所有这些物品,也不承诺供给。这种活动的战略原因是什么?有什么风险?

Over recent decades, Supermarkets in the UK have continued to diversify the range and scope of the products and services they offer to their customers. This has included an expansion into non-food products, such as technology and entertainment goods, home furnishings and even the inclusion of service based products, such as banking and insurance offerings.

近几十年来,英国超市不断扩大其向客户提供的产品和服务范围。这包括非食品产品,例如技术和娱乐产品,家居用品,甚至包括服务类产品,例如银行和保险产品。

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