marketing論文代寫范文-消費者支出增長對經濟衰退的影響

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?

消費者支出增長對經濟衰退可能有什么影響? 選擇您熟悉的零售行業。該行業的(指定)零售商采取什么策略來減少威脅?

<标题>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.

<标题>在2007年的金融和經濟危機之后,消費者支出的減少,對包括Marks and Spencer在內的主要高街時尚品牌產生了重大影響,其銷售和盈利能力大幅下降。為此,瑪莎百貨( M&S )采取了收縮策略,包括關閉一些商店,特別是在Simply Foods的直銷店。然而,盡管這顯然降低了成本,但這種方法也對營銷組合和企業的競爭優勢產生了不利影響。事實證明,由于這一戰略,M&S失去了市場份額,而Primark和Zara等其他時裝店在此期間保持了增長模式。

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.

<标题>M&S應該采用更積極主動的策略。在這方面,公司需要解決兩個問題。第一個是確保重新實施價值鏈管理政策,這將降低成本,從而降低價格,同時允許企業維持其盈利水平。例如,如果M&S的營銷信息更側重于提供消費者儲蓄,而不是關閉商店,這會導致消費者在前往商店方面產生額外成本,那么消費者的忠誠度可能會保持在更高層次。其次,有必要通過適當的市場調查確保所提供的產品在此期間滿足了消費者不斷變化的需求。同樣,在此期間,企業的營銷重點可能更多地針對消費者可獲得的低成本要素,這也有助于維持其在時尚領域的市場份額。換句話說,在經濟衰退期間,公司需要采取主動而非被動的營銷方法。

<标题>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?

<标题>超市之間的強勢運動是購買非傳統超市系列(例如電視機)的消費產品。超市不提供所有這些物品,也不承諾供給。這種活動的戰略原因是什么?有什么風險?

<标题>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.

近幾十年來,英國超市不斷擴大其向客戶提供的產品和服務范圍。這包括非食品產品,例如技術和娛樂產品,家居用品,甚至包括服務類產品,例如銀行和保險產品。

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君道論文幫助您解決所有論文寫作困難。我們為來自世界各地的學生提供了各種論文代寫。我們的寫作團隊,來自英美澳新加的頂級名校畢業生。我們每一位作者,都只專注于自己的學術領域,絕對不進行交叉寫作。

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