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M&S Case Essay

Even though the world it now having a lot of technological development, this only applies to some states or to some countries. There are still some other nations where technology and things like internet is still not there. M&S is making an assumption that everyone has a computer, a mobile phone or an internet connection. This is because its marketing strategy involves these technological devices. This is not the case as there are some nations that do not have these technologies especially third world nations.

There is also an assumption every nation operates in online transaction whereas we understand that this is only common to developed nations only. The company is trying to prove to the people that the brand is truly innovative. However, I do not think that this is a good strategy for those large firms that are used to retailing on streets. This is because they are not used to e-marketing and this would even call approaches in business transactions. (Wind, J. & Mahajan, V, 2001)

There is a potential benefit of improving knowledge about customers. The barcode was designed in a way that it gave the customer a chance to give feedbacks on what they wanted presented. This

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meant M&S was in a position to give the customers the best that they would as they were acting on the feedbacks that these customers provide. Introduction of this new project is likely to have a sharp and negative reaction from the staff of M&S. The reason is that they will think that the phones will now take their place and thus they will be fired.

It is therefore necessary to make them participate in the project as that way, they feel that they are benefiting. I would first include the staff in a pilot project which would only include a number of products. (Wind, J. & Mahajan, V, 2001) There are flaws that will always be there and therefore it is advisable to improve on them. This can be done through taking into consideration some of the complaints that are raised by clients. This is the only way that it will be possible to take the project to the future.

I would assess a suitable return on investment by trying to analyze the feedbacks that are provided by clients and also the disparities that exists between the expected and the actual response. (Wind, J. & Mahajan, V, 2001) With the current advancement in technologies, there are chances that there will be spammers who come up and extort money from innocent clients. This is likely to take away the trust of the clients and this may negatively affect the sales of the products. ? References Wind, J. & Mahajan, V. (2001). Digital Marketing. London: John Wiley Publisher.

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