Secondary data exercise Case Study Example | Topics and Well Written Essays - 1750 words

Secondary data exercise - Case Study ExampleIn recent corporate history, if there is one company which had show exemplary leadership and admirable resilience, to pull stern itself from an imminent collapse, it could be none other than Marks & Spencer, the Retail Stores legend of the UK. The main plank on which it staked its entire hope was its compelling and convincing advertisement strategy. When the decline was confirmed and could not be ignored any more, the company under the guidance of Sir Stuart pink wine as its new chairman decided to take the bull by the horn. How it girdled up its loin and strained e very(prenominal) nerve to successfully tide everyplace crisis after crisis, is an interesting corporate story.2. Analysis for the causes, and drafting the remedial measures An objective analysis brought out the following serious anomalies staring at the face of M&S, (the later shorter logo version of Marks &Spencer) sales were steadily dwindling (the worst was during 2004-20 06), customers were slowly moving away since their preferences and what M&S offered didnt match very often, customer service offered by M&S was below par and competitor pressure was mounting. Now the company had very picayune option. They had to undertake damage-control measures readily to rememory the sagging confidence of even their most loyal customers. Strategic planning and supportive ad campaign came to their rescue, and once they stabilised their standing, then there was no looking back at all. They concentrated more on Communication Strategy to woo the customers back to their showrooms. The advertisement campaigns occupied the prime get it on in the marketing communication activities.3. What is advertising and its significance What it can do and what it cannot do Advertising is the core element of any marketing communication which maneuvers to come to the business with its customers. Advertising can be defined as any paid form of non-personal presentation and communica tion through mass media. The main aim of advertising is to sell to a wide mix of consumers and also to induce repeat purchases. Again the main objectives of advertising are creating alertness about a product or store, create a desire to want a product, to communicate the stores policy on various issues, to help in repositioning of the store in the mind of the consumer and to increase the sales of specific categories or to generate short term cash flow by way of a sale, lot offers or clearance sales. Advertisement can also help in reinforcing the retailers corporate identity.1 (Swapna Pradhan, 2007) This aspect of recreating the retailers corporate identity and repositioning the store in the minds of the consumers weighed heavily with M&S management who decided to launch a dynamic drive into the consumers private preferences in an effective manner. But they were also aware of the limitations of a mere advertisement campaign alone . Primarily communication is used to inform the cus tomers about the retailer, the merchandise and the services. Beyond that it could achieve pretty little of any worth. It is believed that every brand contact delivers an impression that can strengthen or weaken the consumers view of the company.2 ( Philip Kotler). So they decided to adequately back it up with a lot of image booster as well as