The purpose of the following dissertation is to highlight the performance of the retail businesses in the United Kingdom particularly during the Christmas season. Retailers employ various marketing, promotional and branding strategies for their Christmas campaigns and this study is meant to determine the effect of their strategies on the performance of the retail businesses with revenues from the sale of their products and services.
More specifically the purpose of the undertaken study is to analyse and compare the trends, similarities and the differences in the performance of two major retail companies in the UK, Marks & Spencers and House of Fraser. The dissertation also provides recommendations on the best strategies employed by the retailers for increased business during the Christmas season. This can provide the retail business inUKwith an insight on what strategies can be employed in the future to increase their sales and therefore their sales revenues.
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