Assignment on Marks & Spencer

MARKS
AND
SPENSER
ENTERS
SRI
LANKA

Introduction
Problem statement
•Marks & Spencer
is a British
multinational
retailer seeking to
enter new markets
owing to
increasing cost of
operating in
Europe post Brexit
Chosen countries
•Brazil
•South Africa
•Sri Lanka
Chosen product:
•Premium fashion
apparel for men, women
and kids

Marks & Spencer-the company
Industry: Retail
Status: Multinational
Country of origin:
Britain
Headquarter: London
Listing: London
Stock Exchange
CEO:Steve Rowe
Products: Designer
apparels, furniture,
food, wine, flowers,
gift cards and
financial services

Financial base of Marks & Spencer
•Strong capital base
•Strong revenue base
•Huge brand value
•Features in the Forbes

Market screening
Method of
analyzing new
markets by
retailers in
search of
expansion
opportunities.
New
markets
Asia? Will
it be
profitable?
US? Is the
competitio
n too stiff?
China? Will
the Chinese
people
accept the
products?
They are
culturally
different.
South
Africa? Will
the political
unrest rock
the
business?
Canada?
Will
American
companies
dominate its
market?
OUTCOME: MARKET
SCREENING

Country identification
Developed or
developing country-
increasing number of
high class customers
Underdeveloped
countries-Cannot be
considered