Customers Needs of Marks and Spencer

Customers Needs of brandmarks and SpencerIntroduction of Marks and SpencerIn 1998, Marks and Spencer became the first British retailer to make a pre- evaluate profit over 1 billion, but a few years later it plunged into a crisis which lasted for several years. They cant meet the customer expectations and need nightlong lead time on the production. However, after changing their company CEO, Marks and Spencer started improve due to a substantial number of changes in operation manage custodyt. It include dynamic and cheaper supply chain, improve the products aim and flavor, and good identification and service of market segments.1.1 The identification of different customer require on MS garb guidesMarks and Spencers (MS) has divided into three types of vestments orders that are Perfect and Classic range, the encrypt range, and he Per Una range. Each range has been developed to a different rank segment customer of the women clothing market. Marks and Spencer must identify wh at their customer needs to meet their customer expectations and improve the products. Customers will tend to judge the products and work according to their judgement to compare the price, quality, promotions, re revalues, 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 target their customers by age, gender, income, social cast, and the others. This is because customers will change their needs and wants anytime. So that, Marks and Spencer should be aware 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 find out what products the customer likes and identifies emerging opportunities (No author, 2011). The products can deviate the customer needs and wants such as the price, location, externalize, culture, and the others.1.3 Perfect and Classic kitchen rangesThe Perfect and Classic ranges are aimed to serve the core customers of Marks and Spencer. Marks and Spencer core customers are target under 35 to 55 year hoary men and women. Perfect compendium is designed the clothing in basic and simple mode 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 lifestyle customers. These range customers who is looking for appreciate practical, good quality, and value at reasonable priced. Besides, the design must be timeless that means the design not outdated from time to time. The Classic Collection was aimed at much mature customer and tends to serve into different style such as smart, elegant, and confident style for their customers. The designs for these ranges are special(a) and ensure the customers can find their able costume.1.3.1 Age and GenderPerfect and Classic Range in Marks and Spencer their cor e 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 designer designing the clothes.1.3.2 Income and Social ClassIncome and social class can show a customer buying behavior. As we can see, Perfect and Classic range customers their income and social class not so gamy. Therefore, they ask appreciate practical, good quality, and value at reasonable priced. Marks and Spencer must meet their customer expectations.1.4 enter RangeThe Autograph range was launched in the dancing and summer in year 2000 and it is a smart seasonal range. This range is to bring cutting-edge design to wider the audience within a unique environment. These range designs were done by Julien Macdonald, Philip Treacy, and Sonja Nuttall who are the recruiting best designers in Marks and Spencer. This design was developed a range of clothes, men and women accessorie s. It is providing a more up-market range of clothes for Marks and Spencer core market. Autograph range brings the top designer collection to Market and Spencer customers at high channel prices, within a designer dress shop environment. However, in the autograph range limited to spring and summer range with merely 60 colours style every season. Autograph range designs a bit like formal wear or elegant clothing. For example, the elegant clothing can wear to work or shopping.1.4.1 Income and Social ClassAs we chouse, 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 flummox high income and high social class.1.5 Per Una RangePer Una range was launched on 28 September 2001. Per Una range target customers were the fashion-conscious women aged between 25 to 35 year old, sizes 8-18. This collection is providing the high quality materials and the designs are the latest course of instructions 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 early lady. Around this aged ladies like to buy the smart or fashion clothes especially the limited edition because its very unique and small measurement 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 explanation of position 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 each range are identified. This can make the customers perceived the clothing produced by Marks and Spencer is high quality and belligerent 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 outrank 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 focuses on rarely more than two of the following strategic initiative. It included price or cost, delivery speed, delivery reliability, quality, product design, flexibility, brand image, and after-market service (No author, 2008).2.2 Order modifierOrder qualifiers are those competitive characteristics that a firm must show to be viable competitor in the marketplace (No author, 2008).The firm is responsible for providing the order winners and order qualifier that enable the products to win orders in the marketplace. This process must start with the corporate strategy and help the firm to continue operating or to wins the customers business (Hill, 2000).The order winners and qualifiers are both specific 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 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 return to basi cs trendThe range is based on designer wear trend and available at selected boutique storeThe range is focused on high quality and fashion trend designDesign 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 high street pricingHigh 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 Volume SKULarge meretriciousnessLimited and available at the selected boutique storeVery small volume and limited editionOrder WinnersThe reliability of its product 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 snap 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 stress 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 tradition of reliability and buying experience and the sourcing is more low cost producers. Classic Collection is focusing 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 clo thing on seasonal range that are spring and summer. Besides, it is offering exclusive 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 attention 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.Polar plot approach assessment and comparisons of differentoperations performance in MS clothing ranges.3.1 Polar Diagram Tabulation TablePerfect and Classic RangesAutograph RangesPer Una RangesQuality455 drive532Dependability345 tractability532Cost345The diametral diagram above represented the five performance objectives of Marks and Spencer. Marks and Spencer must know the different of the clothing ranges and analyse 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 SpeedSpeed means the rate of response and delivers on time to the customers. It shows that how Marks and Spencer organisation communicate with the customers. From the polar diagram above, Perfect and Classic r anges 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 maintain 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 reliability 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 bet ween 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 production cost will more expensive than other ranges. accompaniment4.1 concomitant A Logo 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 cotton fiber Swirl Classic Collection Floral BorderNeckline island of Jersey Top Dress with Scarf Classic Collection Large Collar Classic Collection Front Belt PullRuched Jacket On Trousers4.2.2 Autograph Range Autograph Shower Resistant Trench Autograph Exclusive Pure Silk FloralCoat with Belt Dress 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 sound FloralProm Dress Appliqu Shift Dress Per Una Crossover V-Neck Zebra Per Una Pure Cotton Tie DyePrint dress Camisole Top