Marks Spenser in Turkey :: Marketing Strategy

label Spenser in TurkeyFor years, M&S marketing strategy was simple(a) produce high quality products under a famous shop title at affordable prices, and advertise the products in kinspersonical ways. However, in recent years this strategy collapsed and the company started to lose its competitiveness. M&S had to find solution to this problem to survive in both national and overseas marketing environment. It is known that franchising is one of the most important factors of afterlife development of any company. Consequently it is essential for M&S to engender a reliable franchisee as Fiba Holding to become successful in such a big marketing area as Turkey. low of all, franchising allows the company to achieve success in Turkey with minimal sparing and political risks. Since opening of own outlet in Turkey requires an obligation with the government and careful research on local market conditions, it is to the wages of M&S to have a local partner running(a) under companys brand name. And about 700 outlets in 34 countries is the best show of efficiency of franchising. In Turkey, the Fiba Holding is planning to increase the number of M&S outlets by the end of the 2002. The profit do in recent years encouraged the Fiba Holdng to expand as a M&S franchisee. In addition, a M&S character card financial service is occured to be very attractive for their potence customers. Another factor making M&S brand name so popular are the cut prices and many types of promotions done by the company periodically. Since M&S has concentrated on middle class customers, the cut price and promotion strategy plays a significant reference in increasing the local demand. Furthermore, M&S company tries to impart in such a way that inflation of Turkish funds has a very tiny effect on the prices changing.