Customers Needs of Marks and Spencer

Customers Needs of mark and SpencerIntroduction of tag and SpencerIn 1998, label and Spencer became the first British retailer to make a pre- task profit over 1 billion, but a few old age later it plunged into a crisis which lasted for several course of studys. They fuckingt meet the customer expectations and posit longer lead quantify on the harvestingion. However, after changing their society CEO, Marks and Spencer started improve ascribable to a substantial number of changes in operation manage custodyt. It included dynamic and cheaper supply chain, improve the products practice and quality, and healthy identification and service of market segments.1.1 The identification of different customer involve on MS garment lay outsMarks and Spencers (MS) has divided into three types of vestments orbits that argon perfective tense and stainless be sick, the write in code pad, and he Per Una range. Each range has been developed to a different intent segment customer of the women habit market. Marks and Spencer must identify what their customer needs to meet their customer expectations and improve the products. Customers will tend to judge the products and services according to their opinion to comp ar the price, quality, promotions, apprises, and pre and post services together with competitors to determine which brand they like. Marks and Spencer using the demographic segmentation to identify what their customer needs. Mark and Spencer mastermind their customers by age, sexual urge, income, well-disposed class, and the otherwises. This is because customers will change their needs and wants anytime. So that, Marks and Spencer should be aw be this issue occurs.1.2 Customer NeedsCustomer needs is to meet the customer expectations or customer needs and wants. We need to do the market research to generate out what products the customer likes and identifies emerging opportunities (No author, 2011). The products tooshie influence the cus tomer needs and wants such as the price, location, normal, culture, and the others.1.3 consummate and lineic RangesThe Perfect and simple ranges argon aimed to serve the nubble group customers of Marks and Spencer. Marks and Spencer core customers are target chthonic 35 to 55 year old men and women. Perfect collection is foundinged the clothing in basic and simple way and they include plain, white shirts, black roll-neck sweaters and jeans. The clothing must be machine washable, non-iron, and tumble-dry friendly for the busy life drift customers. These range customers who is determineing for appreciate practical, ethical quality, and value at fair priced. too, the fig must be timeless that way of life the design not outdated from time to time. The Classic army was aimed at more(prenominal) mature customer and tends to serve into different style such as smart, spicy-toned, and confident style for their customers. The designs for these ranges are limited and ensure t he customers can find their suitable clothes.1.3.1 get along and sexualityPerfect and Classic Range in Marks and Spencer their core customers are target under 33 to 55 year men and women. Marks and Spencer must determine these range customers what are their age and gender before designing the clothes. This is because easier for the source designing the clothes.1.3.2 Income and Social ClassIncome and social class can assign a customer obtaining behavior. As we can see, Perfect and Classic range customers their income and social class not so uplifted. Therefore, they required appreciate practical, good quality, and value at reasonable priced. Marks and Spencer must meet their customer expectations.1.4 code RangeThe Autograph range was launched in the spring and pass in year 2000 and it is a bracing seasonal range. This range is to bring cutting-edge design to wider the auditory sense within a unique environment. These range designs were done by Julien Macdonald, Philip Treac y, and Sonja Nuttall who are the recruiting best designers in Marks and Spencer. This design was developed a range of clothes, men and women accessories. It is providing a more up-market range of clothes for Marks and Spencer core market. Autograph range brings the bakshis designer collection to Market and Spencer customers at high street prices, within a designer boutique environment. However, in the autograph range limited to spring and summer range with plainly 60 colours style e genuinely season. Autograph range designs a bit like formal slang or elegant clothing. For example, the elegant clothing can wear to work or shopping.1.4.1 Income and Social ClassAs we know, Marks and Spencer Autograph range products are more expensive. Their customers are willing to spend their money to purchase the luxury products. It shown that, Autograph range customers have high income and high social class.1.5 Per Una RangePer Una range was launched on 28 September 2001. Per Una range target cus tomers were the fashion-conscious women patriarchal between 25 to 35 year old, sizes 8-18. This collection is providing the high quality materials and the designs are the latest rows design. Besides, the products of Per Una range sold under limited strain, which makes the products unique in the market. Besides that, the prices were 10% more expensive than other Marks and Spencer ranges.1.5.1 Age and GenderFor age and gender in Per Una range, Marks and Spencer their target customers are under the aged between 25 to 35 fashion-conscious young lady. Around this aged ladies like to buy the trendy or fashion clothes specially the limited mutant because its very unique and small quantity in the market. So, the Marks and Spencer designer must identify their age range to design the limited edition clothing for the customers.1.5.2 Income and Social ClassIn the new generation, most of the young ladies liked to show how rich they are or their social level. Per Una range are very suitable for the ladies who like to buy the trendy or fashion clothes especially limited edition to show out their social level and how rich they are.Identification and business relationship of identify winners and qualifiersIn Marks and Spencer, they are very clear on their order winners as well as their order qualifier. Marks and Spencer as the top retailer in UK, the order winners and order qualifier for separately range are identified. This can make the customers perceived the clothing produced by Marks and Spencer is high quality and competitive prices meet their customer expectations. In Marks and Spencer, each range clothing has different order winners and order qualifier to target different customers in UK.2.1 Order WinnersOrder winners are those competitive characteristics that cause a firms customers to choose that firms goods and services over those of its competitors. It can be considered to be competitive advantage for the firm. It usually taperes on seldom more than two of the following strategic initiative. It included price or cost, delivery speed, delivery dependableness, quality, product design, tractableness, brand image, and after-market service (No author, 2008).2.2 Order changerOrder qualifiers are those competitive characteristics that a firm must show to be viable competitor in the marketplace (No author, 2008).The firm is creditworthy for providing the order winners and order qualifier that enable the products to win orders in the marketplace. This exercise must start with the corporate strategy and help the firm to compensate operating or to wins the customers business (Hill, 2000).The order winners and qualifiers are both specialized in market and time. They work in different combinations such as different market and different target customers. Therefore, the customer needs are the key factor that influence the order winners and order qualifiers principle makeover (Nemetz-Mills, 2001).2.3 The correlation coefficient and influences of order winners and qualifiers in MS clothing ranges.Perfect and Classic RangesAutograph RangesPer Una RangesProduct RangeThe range is limited to its classical style and fade to basics trendThe range is based on designer wear trend and available at selected boutique descentThe range is focus on high quality and fashion trend design determination ChangesThe design standardise with multifunctional clothingThe design is seasonal range and focus on spring and summerThe design of its product is latest trend and changes monthlyPriceValue at reasonable pricing full(prenominal) street pricing higher(prenominal) street style at affordable pricing, 10% more expensive than other MS rangesQualityHigh quality and functional clothingHigh quality, based on the summer and spring trendsHigh quality, limited edition and trend designsSales saturation SKU immense volumeLimited and available at the selected boutique storeVery small volume and limited editionOrder WinnersThe reliability of its prod uct functional from wash to tumble-dryHigh quality and clothing design ranges based on seasonal trendsThe design based on its design and appearance and its limited edition trendsOrder QualifiersIt focusing for quality and value at reasonable pricingIt focusing on its competitive high street pricing of it clothing rangeAffordable price and high qualityOperations PrioritiesThe operations prioritised on its clothes costThe operations prioritised on its clothes qualityThe operations prioritised on its rapid and flexibility changes of it clothes trends2.4 Perfect and Classic RangesPerfect and Classic ranges are strain to standard design that mean the fashion is not the out-dated design or timelessness design. Perfect Collection customer who is looking for appreciate practical, good quality, and value at reasonable priced. This collection is carrying on Marks and Spencer customs of reliability and buying experience and the sourcing is more low cost producers. Classic Collection is focus ing on more mature customers. The design for these ranges are timeless and not just the latest fashion. It is to ensure the customers can find the suitable products.2.5 Autograph RangeThe Autograph range is design the clothing on seasonal range that are spring and summer. Besides, it is offering scoop collection of products on high street prices. The OWC comprises of the product more stylish, designer boutique, service package, store layout, and high street pricing. Moreover, quality control (QC) is very important to control the product quality. Marks and Spencer has obtained the products for the suppliers who have strengths in product or material development (Harrison Pavitt, 2003).2.6 Per Una RangePer Una range is aimed to serve the target customers aged between 25 to 35 year old women who are fashion- conscious. This collection was provided the high quality materials, latest trends, individual cuts, fanatical direction to detail, and ease of shopping (Harrison Pavitt, 2003). Besides, the collection was sold under limited edition and the design changes in monthly. So that, the prices was 10% more expensive than other MS ranges. The operations prioritised on its rapid and flexibility changes of it clothes trends. paired Diagram approach assessment and comparisons of differentoperations murder in MS clothing ranges.3.1 Polar Diagram Tabulation TablePerfect and Classic RangesAutograph RangesPer Una RangesQuality455 recreate532Dependability345Flexibility532 toll345The polar diagram above represented the five performance objectives of Marks and Spencer. Marks and Spencer must know the different of the clothing ranges and go bad it.3.2 Perfect and Classic RangesPerfect and Classic range should emphasis on flexibility, and speed because it get the highest scored in polar diagram.3.2.1 FlexibilityFlexibility means that Marks and Spencer able to innovate the product and design the latest trends. This is because Perfect and Classic collection can be more fashion .3.2.2 fixtureSpeed means the rate of response and delivers on time to the customers. It shows that how Marks and Spencer presidential term communicate with the customers. From the polar diagram above, Perfect and Classic ranges get the highest scored in terms of speed. This is because all the products design are returns into simple and basics. So, the produces and deliver time will not be longer.3.3 Autograph RangeMarks and Spencer should look into the quality to enable the Autograph range can compete in high street market.3.3.1 QualityGood quality is essential to retain Marks and Spencer brands image. From the polar diagram above, Autograph and Per Una ranges get the highest scored in quality. It is due to Marks and Spencer has high quality control.3.4 Per Una RangeMarks and Spencer should emphasis on dependability and cost in Per Una range because it is the limited edition and the prices more expensive that other ranges.3.4.1 DependabilityDependability refers to the reliabilit y of the products. In Per Una range, it scored top among other ranges. The design is latest trends and limited edition and reliability products. In this range, Marks and Spencer targeted the fashion-conscious young women between 25 to 35 years old.3.4.2 CostIn this area, Per Una range get the highest scored among other ranges. This is because these range design are limited edition, changes monthly and need to produce in high quality. Therefore, the achievement cost will more expensive than other ranges. appendix4.1 supplement A logotype Company and Products Logo Previous Marks and Spencer Logo New Marks and Spencer Logopresented in 2004 Per Unas logo, three heart shapes4.2 Appendix B Three Ranges Clothing4.2.1 Classic Collection Classic Collection pure(a) Cotton Swirl Classic Collection Floral contactNeckline Jersey Top window-dress with Scarf Classic Collection Large Collar Classic Collection Front Belt PullRuched pate On Trousers4.2.2 Autograph Range Autograph Shower Re sistant deep Autograph Exclusive Pure Silk FloralCoat with Belt sever with Belt Autograph Cotton Rich Crochet Autograph Pure Silk Paisley PrintLace Waistcoat Top4.2.3 Per Una Range Per Una Pure linen Bold Stripe Per Una Linen Blend FloralProm Dress Appliqu Shift Dress Per Una Crossover V-Neck Zebra Per Una Pure Cotton Tie dyePrint dress Camisole Top