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M&S had been extremely successful for many years, from its birth in the late 1880s to its peak in the late 1990s. At first growth was steady, and when Simon Marks, the founder's son, returned from America, he initiated a series of changes that defined the company's ethos for nearly 100 years. The company managed to survive both world wars, whilst the external environment changed considerably, and still continued to grow. Success can be defined as the ability of a company to perform better than its competitors. By 1990s, M&S had been hugely successful in terms of both profit and market share. Therefore we can assume that the company was outperforming its competitors. This was achieved by a number of different methods. The company's strategies, maturity, culture and control of the value chain were all critical to its success. The primary factor for M&S's success was the strategy...

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