Marks and Spencers Business Strategy


Through a proper planning an organization identifies its strategy, or course, and decisions making on allocating its resources to apply this plan such as its capital and people. There are various business analysis techniques that are being used in strategic planning such as SWOT, Infestations, STEER and EPISTEL. The strategic planning, which shows the future course of a business, is the formal awareness entails three key questions; these questions mainly make reference to what a business will, who it discounts to and how it excel. Another integral question can be phrased as how to defeat competition (Bradford Duncan, 2000). The development of this business strategy is of great importance for group as the complete structure of group is determined by it. An authentic business strategy development needs an appropriate analysis of the organization and its environment. This analysis must be carried out at an internal and external level in order to recognize the talents and weaknesses of interior environment (organization) as well as dangers, opportunities of the external environment. Different factors are assessed in this respect including the market markets, competition, distributor markets, labor markets, regulatory environment and Technology. Marketing programs and strategies are the tools that are used as helpful in understanding the goals of the business and to develop the activities to accomplish them. Strategic Models and tools are employed by marketing participants to investigate marketing decisions. The 3Cs, the organization, the client and the opponents, may be employed when beginning a strategic analysis to get a broad knowledge of the proper environment. Different organizations often use it to convey proper positioning of their market mix. In order to form a market plan to practice a defined strategy, 4Ps, the merchandise, the price, the area and the campaign, can be used. Marketing theories supplies the solution for attaining the marketing goals through method. The essential theory of marketing revolves around Target Audience, Proposition and Execution. Organizations sum up their aim and goals into objective and vision statement. They are used to formulate goals and goals. Every group follows particular organizational ethics, which designed to show how ethically internal or external stimuli are responded by them. Organizational ethics also expresses the values of an organization to its employees and other entities irrespective of governmental and regulatory laws and regulations. Organizational Ethics is interdependent with Organizational Culture. Organizational Culture handles the values and personal and ethnic values of a business, Psychology, attitudes and experiences. This culture is thought as a assortment of norms and prices shared by group of the people in the business and the way they connect to one another and with the stakeholders outside the house corporation (Hill and Jones, 2001). A core competency is particular factor that is seen as being central to the way it by way of a business, or its works and employees. It provides out three key criteria, it offers consumer benefits, it is not easy for competitors to imitate and it could be leveraged many products and marketplaces. Competitive advantage takes place when an organization acquires and develops an feature and combo of attributes which allows it to outperform its opponents. A timetable for the implementation of a strategy shows the timing for the each steps of the program that is pursued to put into practice the strategies appropriately. The efficiency, efficiency and current economic climate have to be evaluated so the success of the timetable can be predicted throughout the implementation of planning and strategy.

This newspaper examines and assesses the various business models, development of strategic planning, its implementation and analysis of the performance and efficiency of execution of the timetable of tactical planning of an organization. The chosen corporation is Markings & Spencer (M&S). Marks & Spencer is chosen since it is an important and major United kingdom retailer, with over 895 stores in more than 40 territories worldwide, over 600 local and 295 international stores (M&S - International Stores M&S website, Feb 2009). Additionally it is the largest clothing retailer in britain, as well as being an up market food shop, and the 43rd major retailer in the world as of 2008. (Wal-Mart remains largest global retailer, relating to Deloitte survey). Its domestic stores also sell both food and clothing; it has started the store development into other runs including furniture, home ware and technology. In 1998 it was the first and only retailer to produce a pre-tax income of over 1 billion ("BUSINESS | Marks & Spencer profit margins top expectations". BBC Information, 1998).

The business assessments of such firm of such a large range and with glorious history will definitely be a impressive addition in the analysis of business management and business strategic planning.

In general conditions provide illustrations (4to 6) and briefly make clear them of theories and concepts that underlie proper planning?

Every organization makes being with a technique, which is called an organizational strategy and seeks to give a guide to guiding person in the organization. Because the future survival of an organization depends upon its strategy, therefore, every company is commenced with their own strategy. This strategy entails business strategy mainly focusing on development and progress of the business including inside and exterior factors as well. A business needs to evaluate the talents, weaknesses, risks and opportunities that the business could face while developing strategy, political, financial, social, and scientific environment other socio-cultural, ecological, and regulatory factors and environment, informatics, and legal subject are also as important to be examined as above factors. For this purpose, therefore, organizations summarize these strategies into their mission, vision and beliefs, which demonstrate their business strategy.

Provide in format form, utilizing a diagram a framework which would permit your choice group to develop its strategy in general terms?

The preparatory period of an business proper plan relies on planning. On the first, business plan includes Research of the existing Situation and Marketing Plan Strategy and Aims. Markings & Spencer requires having evaluation of the current situation including previous year. This research includes evaluation of Business Tendencies, Market Research, Competitive Examination, Market Segmentation, Marketing-mix, SWOT evaluation, Placing - analyzing perceptions and Sources of information. Marketing plan Strategy and goals for next year also needs to be analyzed including Marketing strategy, Desired market segmentation, Desired marketing-mix, TOWS-based aims because of this of the SWOT, Position & perceptual gaps and Annually sales forecast.

Describe and critically assess a tiny range (3 to 5 5) of models tools and techniques that might be used to build up marketing for your chosen organization?

There are extensive Marketing proper models and tools employed to analyze marketing decisions. And discover a broad understanding of the tactical environment the 3Cs can be employed by Grades & Spencer. This 3C's model points out that focus should be on three key factors for success. Three main players must be looked at when planning for a technique for business: Organization, Customer and Rivals. These 3Cs can sustain a competitive benefits in a proper triangle. From a organization viewpoint, strategies are needed to maximize the talents of a organization relative to your competition in the area of function that are critical to achieve the success. The organization does not have to exceed atlanta divorce attorneys function to be able to win. If it can perform decisive edge in one key function, it'll ultimately be able to progress its other functions which are now average. In case there is swiftly rising wage costs, it can be an important decision for company to deal out a major share of its set up operations. In case the competitors cannot shift creation so quickly to suppliers and subcontractors, the final results difference in cost composition and in the company's ability to cope with demand fluctuations can have essential strategic implications. The cost-effectiveness can be advanced by adopting three ways. At first, decrease in the essential cost, exercise greater selectivity such as products offered, purchases accepted and functions performed and share certain important functions with other business of organization and other group. Since clients and customers will be the foundation of strategy which means basic goal is usually to be of customers' interest alternatively than of the shareholders. This segmentation appears from a trade-off review of marketing costs versus market coverage. There always appears to be a spot of reducing earnings in the cost versus coverage romantic relationship. The task of the business is to maximize its selection of market coverage, geographically and channel wise. Competitors will tend to be scrutinizing the marketplace in similar ways in brutal competition. The potency of a given first strategic segmentation will tend to decline over a protracted period of time. It is useful to pick a tiny band of customers in such situations and reexamine what it is that they really want. A market section change takes place where the market forces are changing the circulation of the user-mix over time by impacting demography, distribution stations, and customer size, etc. This kind of change is meant to be the allocation of commercial resources to be shifted and the ultimate degree of resources committed available to be altered. The strategy based on competitor can be built by looking at possible sources of diversities in functions including purchasing, executive, design, sales and servicing. The energy of image and capitalizing on profit and cost structure differences are the ways to achieve the differentiation. I mage could possibly be the merely source of positive differentiation when performance of product and form of the circulation are difficult to differentiate. In taking advantage of profit- and cost framework differences, firstly, the difference in source of revenue may be oppressed, from new products sales etc. Subsequently, difference in the ratio of unchangeable costs and changeable costs can also be oppressed strategically. A firm with lower unchangeable cost proportion can lower prices in a lazy market and therefore gain market talk about.

Another strategic tool that may be useful for Make & Spencer is Porters 5 Force's Model.

Porters 5 Force's Model is structural analysis of the marketplace. It rather centers view of examining the advantages and weaknesses of a Market Segment through inspecting the different risks prevail on the market. It is a platform for the business enterprise strategy development and industry evaluation. It draws upon industrial corporation economics to build up five causes that determine the competitive level and in the result attractiveness of a market.

Porters 5 Force's Model Structureurl. png

The Menace from the new entrants

Profitable markets that send high returns attract the new companies. Its result is many new entrants, which eventually decrease profitability for those firms on the market. The revenue rate will constantly show up unless the new entrants are not blocked. This is also known as perfect competition. New entrants can be obstructed by the life of barriers in the form of copyright etc. Attractive section is the one in which barriers for access is high while obstacles for exit are low. Thus only few new company ca enter and only non-performing company can leave easily. Economies of product difference also make an opportunity for small businesses to enhance their businesses thus large firms who've their product out on the market in high price, products of low price make a difference them. Markings & Spencer has been going right through the same situation. Brand equity, which refers to the consequences of marketing or effects that build up to something with its brand compared with the ones that would increase if the same product didn't have the brand (Leuthesser, Kohli and Harich, 1995).

The risk of alternative products or services

The existence of products outside of the sphere of the common product boundaries raise the inclination of customers to change to swap including comparative price performance of substitute, buyer turning costs, perceived level of product differentiation, quantity of substitute products available for sale, ease of substitution. Information-based products tend to be more toned to substitution, as online product can certainly replace materials product. There are numerous reason cause customers to switch to substitute of the merchandise such as substandard product, and reduction in quality of the merchandise. Upsurge in the features of the product advances the competitive market. Grades & Spencer by increasing the top features of its products can make the customers stick with their product.

The Bargaining ability of customers or buyers

The customers' bargaining vitality is also defined as the marketplace of outputs like the efficiency of the customers to put the firm under great pressure; it also affects the level of sensitivity of customers to price changes. Customers' attentiveness to firm attentiveness ratio, amount of dependency after existing programs of circulation, bargaining leverage, specifically in establishments with high fixed costs, customers volume, customers moving over costs relative to firm turning costs, information availableness for customers, capacity to backward integrate, availability of existing alternative products, customers price level of sensitivity and differential benefit and uniqueness of industry products will be the actors that escalates the bargaining electricity of customers. Large number of supermarkets provides better chance for the customers to attain thus it'll decrease the bargaining electricity of the customers.

The Bargaining vitality of suppliers

The suppliers' bargaining electricity is also defined as the marketplace of inputs. Suppliers of materials, components, labor and services such as experience to the company are way to obtain power above the firm, whenever there are a few substitutes. Suppliers may well refuse to work with the firm or charge exorbitant prices for unique resources. Despite the fact that supplier turning costs is in accordance with firm switching costs, and degree of differentiation of inputs, impact of inputs on cost or differentiation, existence of alternative inputs, supplier attentiveness to firm awareness ratio, staff solidarity like labor unions and distributor competition and potential to forwards vertically combine and slice out the customer and Competition among the existing suppliers mainly strengthen the factor. Number of suppliers across Britain will rather reduce this factor for Markings & Spencer.

The competitive rivalry within an industry

For most organizations, the major determinant of the competitiveness of the industry is the intensity of competitive rivalry. Ecological competitive edge by innovation, competition between online and offline companies; click-and-mortar -v- slags on the bridge, Degree of advertising charge, Powerful competitive strategy and the awareness of proprietary items on the net each one of these factor define the competitive rivalry within an industry (Rainer and Turban, 2009). The situation of competitive rivalry is hhigh because there are majorly three competitors of Grades & Spencer offering it a competitive benefits and change its strategic planning.

State a variety 7 to 10 of basic and marketing strategic options which have been used or can be found to the organization of your decision and measure the benefits and drawbacks of four of these


Branded product helps in taking market as it generates an personality of the company start brand. Markings & Spencer has been advertising out branded product but there is no solo of theirs, because buying the brand can go over the sell of this product. The advantage of running a product as a brand is that it allows the customers to identify the business with a specific name. While mostly brand products are said to be accessible for everyone therefore of its price.


Price is another factor that is important for Grades & Spencer. Willpower of price that is determined by the marketplace situation very much affects the market situation for the company. An affordable Price of the merchandise can be more successful for the company. Affordable price offer of the Grades & Spencer allows to everyone to gain access to them easily thus it will make demand of the products if it might not maintain the source and demand of the merchandise it has to suffer in the market.


The place of selling also makes a difference in the online marketing strategy of a company. Since e-commerce has been very much in practice Markings & Spencer can start e-commerce by which it can sell out its products online. Besides this, variety of distribution outlets can even be a choice for Markings & Spencer as it is a good promotion tool of the product. Placing the merchandise atlanta divorce attorneys distributions wall plug may lead the firm to the reduced market level because of its order of source.


Promotion of the merchandise must be designed in the way Across the Range. Across the Line promotion of the product provide the chance to access the customers at any duration. Promotion of the products Across the Lines will cost the firm highly as campaign across the collection requires in order to meet the promotion focus on.


Work force or staff must be well trained and professional just because a well trained employees increase the efficiency of an organization. Grades & Spencer is the 43rd largest store if it hires professional and trained work force it will definitely strike its market.


The standard of the services offered must be of good and must be integrated with customer support.

Physical Evidence

Physical evidence of a firm especially like Grades & Spencer will matter. The overall environment of the organization provides a pleasurable impression on others and ends up with good sell.

Who are stakeholders in the organization of your decision and express the three major ones of the. What have an impact on have or could the major stakeholders have on the strategy that the business has or could create. What factors should be studied into account to ensure that the three major stakeholders can contribute to the development of the organization strategy through some form of participation?

There are quantity of group of stakeholders of Grades & Spencer: employees, customers, shareholders, suppliers, local neighborhoods, pressure teams and local and nationwide government. Each one of these above directly or indirectly affect the Markings & Spencer in its strategy making. Employees, who are immediate stakeholders of the organization, want secure careers, well and good pay and fair treatment with all employees. Customers, also a primary stakeholder of the organization, want high quality, good service, and good choice of products. Shareholders look for growth and profit. These immediate stakeholders can affect the strategies of the organization. If employees aren't satisfied or if believe that they aren't enough benefits from the offered strategy they can strongly resist it by so many act of obstacles such as resignation or boycott from service. Group understands that in order to keep the customers stick to product it is important to provide them quality products and services in affordable rate. The clients who want quality product in affordable price with good services would also reject the strategy if found it not in their favour by rejecting the merchandise or switching to some other alternative. Shareholders, who are back again bone in the economy of the Markings & Spencer, possess the shares of the company; organization will want those to have profit so the stick with them in the business. Thus there will never be any strategy which at all annoys the shareholders. The contribution of employees, customers and shareholders is similarly important for organization's interest. This contribution by them can part in the development of the organization's strategy through expressing their expectation from the organization. These anticipations are not merely to be of their favour but in the favour of the business as well because their benefits and gains are interlinked with the success of the business.

In a layman's dialect define the word vision, mission declaration, target and value and go to provide professional explanations of these offering the source of the.

Every organization makes existence with a particular purpose to create objective of the organization. This objective varies from company to organization such as profitable corporation and non-profitable group. The business expresses its target through vision, mission statement.

Vision: Vision is the expected or desired future assertion of an organization or business in conditions of the fundamental objective and tactical direction. Vision refers to a long term view, describing how the organization would like the world where it works to be. A eye-sight statement supplies the firm with an creativity that is the basis for all your organization's planning. It explains what a business desires to do.

Mission: Mission is the essential purpose of an organization or an enterprise, concise describing the reason why of life and path to achieve its Eye-sight. It also draws another picture of the organization.

Values: Values can be explained as the beliefs of an organization shared among the list of stakeholders of an organization. Values are the means of generating the organization's culture, ethics and priorities.

The vision affirmation is an authentic, credible, and attractive future for an organization (http://www. au. af. mil/au/awc/awcgate/ndu/strat-ldr-dm/pt4ch18. html). Objective statement broadly describes the occurrence of a business present functions, customer focus, activities, and business make-up (Glossary, Strategic Management: Ideas and Conditions by Fred David).

Provide the vision and mission assertions and strategy of your chosen organization and make clear how the effectiveness if these can be measured.

Marks & Spencer has identified its Vision, Mission statement and Values as follows

The Vision Statement

"The standard against which others are measured".

The Objective Statement

"Making aspirational quality accessible to all or any".

The Values

"Quality, value, service, advancement and trust".

Marks and Spencer has adopted a value price strategy from its origin. Since Markings & Spencer has focused on middle income customers, it includes continued with the value costing strategy. Although its almost all of suppliers have been Britain, which has higher textile processing costs than other developing nations, Grades & Spencer was able to maintain its value by growing strong monetary bonds using its suppliers. Through its economies of level in buying, M&S has had the opportunity to require manufacturers to adhere to strict quality benchmarks and to discount lower charges for its customers (De Nardi-Cole, 1998).

"The typical against which all others are measured", as a eyesight statement extensively conveys the objective of the organization, as the organization has set up the typical as a target of the business to achieve. It is promoting inspirational standard of the organization in term of products, service, and quality and price. This eye-sight has greatly affected the organization result because of achieving its target through this eyesight. The mission affirmation of Draw & Spencer revolves around its online marketing strategy telling about the price of the merchandise that are affordable enough to be reached by everyone. Principles of the organization describe the standard quality and value of products and services following innovation and trust of the customers.

Define the word organizational g12 social and ethical prices and clarify the culture and ethical values of the organization of your choice.

Organizational culture can be an idea which illustrates personal attitudes, experiences, psychology, values and prices and cultural prices of an organization. It is defined as the specific set of ideals and norms distributed by people and groupings in an business. The organizational culture as well as moral values is also called beliefs and ideas about the types of goals of the business and ideas about the appropriate kinds and expectations of behavior participants of the organization use to achieve these goals. From organizational ethical beliefs develop organizational norms, suggestions, and prospects that suggest appropriate types of habit by employees using situations and control the patterns of organizational members towards one another (Hill, and Jones, 2001). Organizational Ethics pertains the way a business ethically responds to an internal or external stimulus. Organizational ethics and the organizational culture are interdependent. Although, it is similar to both organizational culture and business ethics on the micro and macro levels, organizational ethics is neither Organizational culture, neither is it only business ethics which include corporate and business governance and corporate ethics. Organizational ethics share the principles of the organization to its employees also to other entities irrespective of governmental and regulatory laws.

The organizational culture of Markings & Spencer is characterized as a reflection of overlooked fashion the frame of mind that is shared by the all users of the organization. The essential assumptions and values operate unconsciously one of the customers and also exist at the organizational level. The assumptions and taken for granted fashion have taken its origins from the foundation of the success of corporation.

Marks & Spencer strictly follow code of ethics, a depth record of the honest codes, in order to begin its internal subject. The document provides the responsibility of all belong to Grades & Spencer and Patterns for customers, fellow workers, shareholders and environment have been explained. Besides, there are plans about office and Business (Grades&Spencer, Code of Ethics, 2010).

Explain the term center competencies and critical success factor and status whether these are essential to the success of the organization of your decision. Has the company of your choice amended its strategy in response to changes in the current business and economical climate?

A main competency is a particular factor that an organization looks as being integral to the way it, or its works, and employees. It executes three key standards: provides consumer benefits, not easy for competition to imitate and can be extensively leveraged to numerous products and markets. A main competency can take many forms, such as technological or subject matter know-how, a dependable process and close organizations with customers and suppliers. It also includes product development and culture, such as employee dedication. The primary competencies are specific strengths relative to other organizations on the market which supply the important basis for the provision of added value. Main competencies will be the organizations' collective learning, and require the way to coordinate different production skills and incorporate multiple flows of technologies. It is an involvement, a communication, and a strong commitment to working across organizational limitations.

Core Competencies of Grades & Spencer

The key competencies are vital for the life of Marks & Spencer; it is its sourcing methods, offered it the power to deliver high value, reliable, regular quality, buyers and customers has respected it, its quality of management was rated very high, consequently feeling of what best for Grades & Spencer was best for the Nation and epitomized the most genuine face of commerce.

Since the brand new change available world, Marks & Spencer was required to suffer a lot. After the turmoil of 1999, Marks & Spencer has incredibly amended its strategies in terms of products, customers, price and online marketing strategy. As a result of e-commerce revolution Grades & Spencer amended its strategy and started out e-commerce which ultimately changed its online marketing strategy. A large number of the same product on the market caused the Markings & Spencer to look at a differentiation way such as own brand products and High quality brand appearance. Since there are so many products out there in the market that is lowering the sell of Markings & Spencer, due to the risk of the alternative product Marks & Spencer has assessed its prices of the merchandise in order to create competitive gain.

Explain how your company has taken care of immediately change in its environment and consider whether this response has effective

The change in the product price from Grades & Spencer creates a competitive advantages fro it and it is much effective for the business. The enhancement instead of its firm can be beneficial in the way that it's in the access of as many people as targeted. Each one of these response to the surroundings from Grades & Spencer could provide it some space to restore its position on the market.

List what you would consider to be the major efficient area in generally and discuss the three major functional areas of firm of choice and why this is so.

Every business have work within certain efficient areas, included in this there are few general major functions performed in all businesses including money and accounts, production and operations, administration and IT support, real human tool, marketing and sales, customer services, and research and development. The major functional areas of Grades & Spencer are sales and marketing, real human resource and supervision and IT support. They will be the major functional areas of the business because Markings & Spencer is a dealer of goods, its business expansion very much is determined by the sales and marketing, human being resource (folks and the personnel serve the organization can make difference in the progress of the organization) and administration and IT support make the business process soft and successful. Because the competition is so rough on the market, Grades & Spencer must enhance their major practical areas.

How have three major efficient areas in company been developed to provide it with a competitive gain?

Efficient and good sales and marketing strategy can play an important role to develop a competitive benefits for the business. Decrease in the price by change in the online marketing strategy increases the competitive advantage for the business. Human reference is such a function that works as a back again bone for a business, skilled and trained individuals tool of the Marks & Spencer can offer a competitive advantages through inputting the better to serve the organization. Administration and IT support has turn out among the essential function of the business since organization has initiated e-commerce, it can successfully perform as support to e-commerce to provide competitive gain to the business.

Discuss how a timetable for the execution of a technique could be developed around key milestones.

The implementation of a strategy roadmap needs a time table that identifies milestones in weekly, a month, three month, and six month intervals. Execution milestones should be proven and communicated to all key business partners, the mother board of directors, stakeholders and shareholders, customers, and employees, from day one. The very best timetable and milestones concentrate on at least the following measurements: customers, opponents, finance, marketing communications, and culture, intellectual property, globalization, governance, management, investors, marketing, associates, information & technology, products, sales, procedures and policies and space and infrastructure. An early focus of proper implementation should require installing a sound organization structure, market leaders, and management process.

Provide a sample timetable for your organization which reveals the timings (alternatively than times) associated with the key milestones and the resources' required for implementing this timetable.

Competitive Edge

Marks & Spencer has used a long time to build up brand collateral and competitive edge is the ability to leverage the huge benefit of being truly a brand on the market.

Marketing Strategy

The online marketing strategy of Grades & Spencer seeks to communicate the idea that the merchandise they offer will be the best value and in affordable rates which is accessible for everyone. By proactively purchasing Marks & Spencer's products, customers can get good products in market prices. Markings & Spencer will use several medium of communication for this marketing campaign such as through direct mail, website advertising and inserts in customers' charge.

Sales Strategy

Sales campaign of Grades & Spencer will focus on the actual fact that in order to revive the sustainability of the business change in the sales strategy will be vital. This change in the strategy of sales will succeed to develop a competitive advantage.


Marks & Spencer has discovered many measureable and reachable milestones that can provide as goals that the complete organization will work to make Markings & Spencer a lasting business. The following stand is the fine detail of the specific milestones as well provides a timetable for expected timings and resources.

Sample Time Desk for Marks & Spencer Execution of strategy




Business Strategy/ Strategy Planning

2-3 months

Strategy & Research Department

Marketing Strategy

1-2 months

Marketing Strategy Department

Sales Strategy

1-2 months

Sales Strategy Department

When a strategy has been develop and implemented how can the success, efficiency and market of this be evaluated? Using examples describe why is it important to regularly keep an eye on the implantation of new strategy?

Developing and putting into action an effective strategic plan is merely half the struggle. And the important part of strategy implementation is monitoring and nourish back, going for a periodic take a look at how it is certainly going. In order to evaluate the efficiency and efficiency of the implementation of strategy there are different tools used for monitoring it. After the strategy is put in place survey or researches are conducted to assess its success. Besides, expected final results or concentrate on that is set to achieve through the execution is measured and checked.

A constant monitoring of the implementation of the tactical plan is significant for a number of reasons. First, it can help to assure that the initiatives match to the program. The strategies planned is being followed and performed. In addition, it shows that the business is on right track. Second, it is important to make certain the results achieved align with the quantified aims. Monitoring also permits corrective action to make the necessary change on the way. Since monitoring is a control process, it encourages better performance. Finally, monitoring provides the integral link between the written plan and the day-to-day operation of the business. It displays to all that the business enterprise is being managed based on the plan.

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