BCG Matrix of Marks and Spencer

Marks and Spencer (M&S) is a retail chain British multinational company. Thomas Spencer and Michael Marks founded the retail chain company in 1884. Today, we’ll discuss the BCG matrix of Marks and Spencer (M&S); four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the BCG matrix company example.

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BCG matrix of Marks and Spencer would analyze the four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the retail chain brand. Here’s the Marks and Spencer BCG matrix company example as follows;

BCG Matrix of Marks and Spencer 

Let’s discuss the four growth-share matrix analysis quadrants of the BCG matrix of Marks and Spencer as BCG matrix Example Company; they’re as follows;

Stars of Marks and Spencer

The star quadrant in the Marks and Spencer BCG matrix growth share analysis includes such products and services that have higher market share and higher growth rates. They contribute significantly to the sales, revenue, and profitability of the retail chain brand. However, some of the star products and services of Marks and Spencer are as follows;

I-Clothing & Apparel

M&S offers a large variety of menswear and women’s wear in the clothing and apparel category. According to an estimate, the clothing and apparel segment generated annual revenue of 3.72 billion USD in 2022 with a growth rate of 11.5%. Higher market share and high growth rate make clothing and apparel the star products of the retail chain brand.

II-E-commerce Store

M&S has also developed its e-commerce platform and online store to keep up with the growing trends of online shopping. The online store attracted the traffic of hundreds of millions of visitors, and it increased the company’s sales in clothing, food, and other retail segment.

• 14.9% of the clothing sales from the M&S online store

Cash Cows of Marks and Spencer

The cash cow quadrant in the Marks and Spencer BCG matrix growth share analysis comprises such products and services that have higher market share and lower growth rates. They contribute significantly to the sales, revenue, and profitability of the retail chain multinational brand. However, some of the cash cow products and services of Marks and Spencer are as follows;

I-Food & Beverages

Food and beverage are the top-selling products of M&S. According to an estimate, the food segment of the retail company generated an annual sale of 7.2 billion USD in 2023 with a bit slower growth rate. The reason for the slower growth rate is because of the tough competition and market saturation in the food and beverage industry.

II-Brick & Mortar Stores

M&S has established a network of roundabout more than 1500 retail chain brick-and-mortar stores in different countries across the globe. Out of which 615 stores are food outlets, and 959 stores are retail stores. They generate significant sales, revenue, and profitability for the company; but their growth rate has slowed down due to the online shopping brands.

Question Marks of Marks and Spencer

The question mark quadrant in the Marks and Spencer BCG matrix growth share analysis outlines such products and services that have lower market share and higher growth rates. They have the potential to become the next star products and contribute to the sales, revenue, and profitability of the retail chain company. However, some of the question mark products and services of Marks and Spencer are as follows;

I-Kidswear

Kidswear is a growing segment in the clothing and apparel line of M&S with a limited market share. They have the potential to become the next star and cash cow product of the retail chain brand. The company should invest resources in the retail kidswear segment to increase its market share.

II-Beauty & Fashion

Beauty and fashion is the complementary item in the womenswear clothing line; it has a higher growth rate and limited market share. Being a complementary product, it has a higher growth potential to become the next star and cash cow product of the retail chain brand.

Dogs of Marks and Spencer

The dog quadrant in the Marks and Spencer BCG matrix growth share analysis consists of such products and services that have lower market share and lower growth rates. They don’t contribute to the sales, revenue, and profitability of the clothing and fashion brand; instead, they consume a lot of capital resources of the retail company. However, some of the dog products and services of Marks and Spencer are as follows;

I-Premium Products

The sales of the premium segment of M&S are decreasing and it has a limited market share. The retail chain brand has created the premium to target the needs of specific premium classes. But they’re consuming a lot of capital resources of the company, instead of generating any revenue and profit.

Conclusion: Marks and Spencer BCG Matrix Example Company |Growth Share Matrix Analysis 

After an in-depth study of the BCG matrix of Marks and Spencer; we have realized that M&S is the world’s leading retail chain brand. If you are learning about the Marks and Spencer BCG matrix company example; then you should keep in mind the abovementioned four growth share matrix analysis quadrants; stars, cash cows, question marks, and dogs.