英国玛莎公司与法国连锁公司对比分析
www.ukthesis.org
06-10, 2015
玛莎公司和法国连锁公司的对比—Comparison of Mark & Spencer and French Connection Company
玛莎公司是一个成熟的零售企业,在世界很多地方有非常广泛的业务联系。为确保给客户提供高标准、高质量的服务和产品,公司在这方面投资了很多钱。玛莎公司是英国的一个零售企业,且在世界许多地区都有分店面。885家门店,其旨在确保其客户能够以实惠的价格还能买到高质量的服装产品。的确,以其独特而超前的退款交易政策使公司在对其服装行业上的竞争对手,有很大的竞争优势。为了充分满足客户的需求和喜好,玛莎公司不断完善客户购买货物后90天内,若有问题可退款的政策。然而顾客的期望恰恰相反,大幅度延长客户的退款期导致了许多客户对其产品失去了信心,不再继续与该公司交易。退款政策已经从之前的90天减少到目前的30天内退款政策。
另一方面,法国连锁公司也经营服装产品。包括男士和女士的服装、饰品,此外公司还经营香水行业的一些产品。尽管它有不断投资的政策,公司还是一直保持运行相当低调而稳固的营销策略。
玛莎公司和法国连锁公司的对比—Comparison of Mark & Spencer and French Connection Company
Mark and Spencer Company is a well established retail business that has very wide business connection in many parts of the world. The company invests a lot of money in ensuring that the services and products it offers its customers are of high standards and extremely good quality. It is a British retail business with branches in many parts of the world. The eight hundred and eighty five stores which the company has are aimed at ensuring that its customers have easy access to its high quality yet affordable clothing products. Indeed its unique and superb refund and exchange policies have made the company to have a huge competitive advantage in the clothing industry over its competitors. Mark and Spencer Company has continues to improve its ninety (90) day refund policy in order to fully fulfill the needs and preferences of the customers. Contrary to the customers' expectations, the drastic reduction in the refund period has led to many of its customers being discouraged to continue trading with the company. The refund policy has been reduced from the previous ninety days to the current policy that allows refunds to be made in as low as thirty days.
On the other hand, the French Connection Company also engages in the sales of clothing products. Men and women's apparels, accessories for both men and women, and fragrance lines are some of the products that the company also engages in. Despite its continued investment policies, the company has always maintained a considerably low profile in the sales and marketing strategies. Due to the dire need and intention to fully satisfy their customers' needs, the company normally offer a full refund in case of any returns made in adherence to the companies terms and conditions of trade. Any merchandise returned within fourteen days after the original purchase is normally given a full refund. However, for items that are accompanied by a gift receipt, the company French Connection Company normally issue merchandise exchange or merchandise credit to the customers of the organization. In order to enhance security and safely for both the company's operations and the safely of its customers, any refunds that are in excess of one hundred and fifty dollars are settled though the issuance of home based refund checks that get processed in fourteen days. There are sales are always made on very regular basis thus leading to an ever increasing customer base.#p#分页标题#e#
两个公司的“吸引客户的策略”—Customer Attraction Strategies in the two Companies
Mark and Spencer Company mainly attract its customers through its strategy of aligning its services to the customers' needs. The company provides very flexible and customer friendly packages (Quilfer 2009). This minimizes the inconveniences which the customers would otherwise have to withstand should they decide to ship with other clothing companies. In additionally, the company has continues to diversify its services by providing other related products likely to be in high demand. At the moment, the company provides furniture and domestic products such as aluminium foil and washing powder. They also ensure that their products and services are very environment friendly.
Honesty, better quality, and enhancement of efficiency have been the greatest customer attraction strategies employed by both clothing companies. However, French Connection offer its customers very special services that include free shipping to the prescribed destinations, gift wrapping, and gift certificates that offer the customer unique privileges in the company's other sales stores. In France for instance, the French Connection has for a very long time exploited the controversy associated with the name of the company in ensuring that more customers associate with its products. Slogans such as ‘Fun Comes normally Kneeling', ‘fcuk this', ‘very busy to fcuk', and ‘lucky fcuk' are commonly used in marketing unique brands of shirts from the company. Such slogans are very appealing to men of the young age to their perceived meaning to the society.
网上销售设备已被采用—Have OnlineFacilities Being Utilized
Mark and Spencer uses very efficient and customer friendly online sales and marketing strategies. The Company has provided its customers with the flexibility and greatly desired convenience of shopping online. Most of its products are always displayed on its websites and many other online sales platforms such as eBay. Websites, Ad sells, internet pop-up menus and attachment of web links to other websites are the other strategies utilized by the Mark and Spencer Company in its attempt to ensure that it remains very competitive in business and hence increasing its customer base and the overall returns (Quilfer 2009).
Online payment systems are frequently utilized and used in the purchase process and in most of the French Connection sales process. The online company facilities enable the organization to do an out of state frequent check-up in order to ensure that all the products are ever readily available whenever and wherever the customer demand. Master cards, visa cards and many other online payment methods are employment procedures with the aim of ensuring that flexibility is enhanced.#p#分页标题#e#
总结—Conclusion
In conclusion, it is very evident that even though both Mark & Spencer and French Connections companies ventures in the clothing business, their mode of serving customers and their other related products and business strategies are very different.
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