swot MS.doc

3.1 Strengths 3.1.1 High Quality High quality is the major strength that makes MS successful. Customers always find high quality goods such as fresh fruits, vegetables, and other superior goods in MS’s food hall (Ciao, 2002).With many people turning to eat vegetarian meals, MS grasps the consumers need. MS has high quality of products that are the food and other products, such as baby products and women’s underwear. 3.1.2 Customer Services MS has high reputation for focusing on customer service. (Christie, 2002). This is one of the most important methods to make a good relationship between customers and MS. For example, when women want to buy underwear’s for themselves, the shop assistants will help them to measure sizes and give them good suggestions. 3.1.3 Shopping Environment MS tries to make customers feel more convenient and comfortable. It makes stores brighter, and uses modern designs (Rungfapaisarn, 2001). All goods in the shop can be seen immediately.Furthermore, customers do not worry about being drowned in many shelves and avoiding multitudinous people. 3.1.4 Manager Training One of MS’s strengths is its strict and excellent manager training system (Retail Technology,1999). Every manager of MS must be familiar with duty of every post. In fact, managers of MS are arranged practice of every post. It helps them to improve both work experiences and management skills. 3.2 Weakness 3.2.1 Clothing Lack Segmentation The clothing market of MS has many segments. In fact, the merchanclise, especially ladies outerwear, is outmoded design and cut. In addition, affluent younger consumers prefer purchasing brand-labels, such as Gap, Next and Top-shop (Jobber, 2001: 149). 3.2.2 Stock Control The non-performance of the home delivery/shopping service even sometimes involves wedding lists. Customers were told that items were out of stock(Jobber, 2001:149). Customers complain the defect of e-shopping and delivery services. To some extent, MS suffers from the u