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Introduction

A firm's strategy is said to be its long-term objectives or its direction in its quest to gain and sustain competitive advantage over its rivals.

In this race to achieve competitive advantage, a firm must ask itself 3 questions, what forms of value do we seek to create? How do we create this value? And how is the value creation process organised or managed?

I have chosen to research the food department of Marks & Spencer in order to gain an insight into what strategies they use in an attempt to gain competitive advantage.

Marks & Spencer have outlined the following as their core values

• Quality
• Value
• Service
• Innovation and
• Trust

As a company it is vital that they keep in mind these core values when they are deciding which strategies to employ.

To begin I will carry out a SWOT analysis, as this is a useful analytical tool in giving us a good idea of which strategies they may decide to use. Once the strategies have been......

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Approximate Word Count: 1941
Approximate Pages: 8 (250 words per double-spaced page)

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