Price
M&S responsibly source their ingredients. They pride themselves on quality and individuality which leads them to believe the price that they charge for their food and drink is reasonable. They have a non price competition view on how they price their products. It can be said that the used a premium pricing strategy (opposed to Aldis penetration pricing strategy). Rather than focus on the cost of their food and drink they try promote the distinctive features of their product. As well as the food they try to sell an experience and good service. They have the view that costs reflect quality although perceptions of value are subjective. They couldn’t price match their merchandise with other sellers like Aldi who do have a price competition strategy. Aldi aim to have the same ethical standards and quality as other retails but still want to be price competitive. To be able to do this there have to be sacrifices made elsewhere such as staffing levels, shop layout and
