International Marketing Analysis of Marks & Spencer

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author note

1MARKETING
Executive Summary
The report had conducted a marketing analysis of Marks & Spencer by taking into account
United Kingdom and India as domestic and international market. The report had examine the
macro and micro environment of both the countries to contrast the difference in strategies.
The study showed that there is significant difference in marketing strategies and the company
needs to make improvement to their strategies to sustain in both the markets.

2MARKETING
Table of Contents
1.0 Introduction..........................................................................................................................3
2.0 Situation Analysis................................................................................................................3
2.1 Domestic Market Analysis – United Kingdom................................................................3
2.1.1 Pestle.........................................................................................................................3
2.1.2 SWOT analysis..........................................................................................................5
2.2 International market Analysis..............................................................................................5
2.2.1 Pestle.............................................................................................................................5
2.2.2 SWOT analysis..............................................................................................................7
3.0 Segmentation, Targeting and Positioning............................................................................8
3.1 Segmentation....................................................................................................................8
UK Market.........................................................................................................................8
Indian Market.....................................................................................................................8
3.2 Targeting..........................................................................................................................9
3.3 Positioning......................................................................................................................10
4.0 Marketing Mix...................................................................................................................10
5.0 Innovation and Trends........................................................................................................13
6.0 Recommendation................................................................................................................13
7.0 Conclusion..........................................................................................................................13
8.0 References..........................................................................................................................14

3MARKETING