M&S: An adventure in building marketing capabilities
The challenge
At the start of 2013, the M&S Food Marketing Team found themselves faced with a plethora of external and internal challenges that were threatening to affect our strong Food sales growth. We were under even more pressure as the wider M&S business also faced a number of competitive threats.
Rising energy and commodity prices were impacting consumer spending habits and, whilst consumer confidence had started to improve, it remained fragile in the threat of a triple-dip recession.
The competitive environment had become increasingly intense and we found ourselves in a slowing...