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Marketing Essay：玛莎百货的成功关键因素
The Critical Success Factors

玛莎百货是英国领先的零售商，成立于129年前,由Michael Marks和Thomas Spencer创办，总部设在伦敦，主要销售高档优质食品以及服装和家居用品。现在，在44个国家和地区拥有超过400家商店，在英国有703家商店。

建立成功关键因素：
成功关键因素（CSF）可以被定义为一个因素，一个组织或项目实现其使命必要的术语。如罗卡特说，这是一个关键因素，确保一个组织的成功需要。
在这份报告中，一组用于并购的主要目标将通过建立成功关键因素聚集。

Marks and Spencer is one of the British leading retailers founded 129 years ago by Michael Marks and Thomas Spencer, headquartered in London, which sells luxury and outstanding quality food as well as great value clothing and homeware. Now M&S has 703 stores in the United Kingdom along with over 400 international stores in 44 countries and territories.

Establishing Critical Success Factors:
Critical Success Factors (CSFs) can be defined as the term for an factor that is necessary for an organization or project to achieve its mission. As Rockart (1979) said, it is a critical factor required for ensuring the success of an organization.

In this report, a set of main objectives for M&S will be gathered by establishing CSFs.

Vision & Mission 愿景和使命
'To make aspirational quality accessible to all' is the mission of M&S (Employee handbook, 2003), which shows what they want to meet the customers' needs.

The company's vision is 'To be the standard against which all others are measured', which is a clear statement of intention.

Plans & Strategies 计划及策略
Marc Bolland set out the strategy in 2010, stood the test of the Board's continued evaluation and delivered the company's vision. The board all agree on the course, though challenging market conditions and retail environment had impact on their customers' budgets and put pressure on it. Becoming a truly international and multi-channel retailer is the company's aim, as well as the key to carry out the strategy.

In details, M&S's strategy plans focus on the following three areas:

- Focus on the UK
- Multi-channel
- International

Key Success Factors 成功关键因素
As the CEO states in 2011/2012 annual report, Marks & Spencer has performed well with a 2% increase in sales. But sales in Clothing and Home were down 0.9% since Womenswear and big ticket furniture experienced more challenging conditions (Womenswear market share decreased by 0.5% to an unoptimistic 10.4%). M&S is the UK market leader in Womenswear (Annual report, 2012), the company should take actions to keep Womenswear on a high level. In this case, the company decided to reduce costs in order to keep profitability. This cost management may helps the company build a stronger platform and becomes a support to the company's investment in their future plans.

Loyalty & Satisfaction(customer) 忠诚度和满意度（客户）
With an approximately 130 years history, M&S concerns on customers all the time. In a competitive market, M&S served a dual purpose in 2012, one is satisfying their most loyal customers, the other is encouraging potenti