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Marks & Spencer experienced a decline in sales and profits in the 1980s due to issues with its marketing strategy and supply chain. Its marketing strategy involved defining product specifications a year in advance without customer input, making it difficult to respond to changing trends. Its supply chain was also inflexible, relying on external suppliers and mass orders far in advance, preventing adjustments. To recover, Marks & Spencer should change to a more responsive supply chain, gather customer input

Author

James Quek

Language

EN