COMPLACENCY CAN BE THE BIGGEST ENEMY OF RETAILERS

1.What do you understand by positioning, and what tools are available to Marks and Spencer to give it a positioning advantage?

2.There has been a lot of debate about whether the existence of a marketing department can actually be harmful to services companies because it absolves everybody else of marketing responsibilities. What then, do you make of M&S's decision to introduce a marketing department?

3.What are the dangers to M&S of moving its market position too far and too fast? How can it try to alleviate these problems?