Introduction To examine the major events and trends in the marketing environment, which could impact the market in the coming years, I will do various analyses. I will do research on macro and micro environments. A STEP analysis will be conducted to examine the macro environment, which includes socio-cultural, technological, economic and political factors. As regards microenvironmental factors, competitors, suppliers, customers and stakeholders will be examined. A SWOT analysis will then be carried out. Strengths and Weaknesses will look at internal issues, while Opportunities and Threats will look at external issues. Next I will look at the strategic options available to the company. I chose to peruse the food department of Marks and Spencer, more commonly known as M&S Food. According to Wikipedia, M&S has over 400 stores in the UK and 192 operated stores internationally (www.wikipedia.org). M&S was founded in the late 1800s, but the food department was non-existent until 1931. M&S focuses on selling mainly food and clothing, but is continually growing. The most recent addition to their stores is the technology department. In 2001 M&S started opening Simply Food stores (www.marksandspencer.com)MacroenvironmentAccording to an online article there is an increase in double income. (Jane Musoke-Nteyafas, 2006) This means couples will have more disposable income to spend on luxuries such as M&S food. A Mintel report shows that people think that if you pay a lower price you get lower quality (Mintel, March 2006). M&S prices are higher than most supermarkets such as Tesco and Asda, therefore classed as luxury products. People's lifestyles are becoming busier, but some people like to be busy (Mintel, September 2006). This is why M&S has created many different types of stores to suit their lifestyles. For customers who use M&S for their weekly shopping there are shops outside the city, with parking and easily accessible. There are also Simply grocery stores with parking. For busy customers there are smaller M&S stores in petrol stations and train stations, where they can simply pick up a quick lunch or snack. (www.Marksandspencer.com) Technology has enabled M&S to place self-scanned checkouts in most stores. This is where it is much quicker for you to scan your item and pay for it, rather than going to the checkout and asking a cashier to do it for you.