M&S: An Ethical Supermarket

M&S Plan A:

'We are a major multinational retailer headquartered in the UK. We sell high quality, great value products to millions of customers through our stores in the UK and wholly-owned, jointly or franchised stores in over 50 territories across Europe, Asia and the Middle East. 

Our products use thousands of raw materials from over 70 countries. This global nature of our business means we and our supply chain face a number of sustainability challenges. The global population continues to grow, putting pressure on natural resources, resulting in volatile input costs. Climate change is increasingly creating extreme weather disruption across our value chain. This is against a backdrop of significant social, political and economic instability in certain areas where we operate and source from, and at a point where there are significant growing global concerns around health and wellbeing. Our customers and employees are increasingly interested in all aspects of our products’ integrity, including quality, provenance, product safety, animal welfare and responsible sourcing. 

We are a food specialist, not a supermarket. Our products are made exclusively for M&S and this unique position means they are not comparable with the rest of the market. We’re known for the quality, innovation and specialty of our food which in 2015/16 represented 58% of our turnover. We offer high quality food ranging from prepared meals, sandwiches and desserts through to farm produce, wine and flowers and household products. Our Food Group is responsible for ensuring these products are of the highest quality and our suppliers maintain the same standards – guaranteeing we deliver the inspirational products our customers expect.'

I thought it important to acknowledge the impact M&S has had on the supermarket industry as they have their key focuses on quality unique products whilst also taking into consideration the social and political implications on the industry at any given time. 

I feel that more supermarkets need to listen to what their consumers want in a product much like they do. Although M&S is not considered the cheapest option while on a budget their quality is well known and I believe if they started to introduce more dietary concerned lines this would increase their sales even more. Their various lines available now are second to none, however in order to stay relevant they must consider a wider dietary need.

In response to their advertising, M&S leads the way in innovative food marketing and due to this wish to focus on them as a case study as that is where food advertisers can learn.