3. 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
products meant to appeal to younger consumers.
4. MAIN ISSUE
What are important trends in marketing
practices?
What are the keys to effective internal
marketing?marketing?
What tools are available to help
companies monitor and improve their
marketing activities?
5. PROBLEM STATEMENT
How can Marks & Spencer be responsible social marketers
How can a company improve its marketing skills?
6. 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.
7. 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.
8. Plan A commitments, 2007 to 2012
Climate 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
9. 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
10. SUSTAINABLE RAWMATERIAL
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)
11. 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
12. Labeling
Children’s candy
Natural colors
SaltHealthy Eating Advisors
Diet and health information.
Lifestyle information
Eat Well
Omega 3 (salmon)
Natural enrichment
Health campaigns
Diet and health information.
13. Marks and Spencer competitive position, 2007
APPROACHES TO ANNUAL PLAN CONTROL
16. 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
17. STRATEGIC CONTROL
APPROACHES
• MARKETING EFFECTIVENESS RATING INSTRUMENT
•• MARKETING AUDIT
• MARKETING EXCELLENCE REVIEW
• COMPANY ETHICAL AND SOCIAL RESPONSIBILITY REVIEW
18. RECOMENDATION
Convince senior management of the need to become customer focused
Install a modern marketing planning system
Establish an annual marketing excellence recognition programEstablish an annual marketing excellence recognition program
