Principles of Marketing

This assignment delves into the core concepts of marketing principles with a particular emphasis on their application in a global context. It explores topics such as country branding, societal marketing strategies in Asian markets, customer equity management of global brands, and the role of cultural concepts in marketing. Students are expected to demonstrate an understanding of these principles and apply them to real-world scenarios within the global marketplace.

COMPARISON BETWEEN
TWO GLOBAL MARKET

Table of Contents
INTRODUCTION...........................................................................................................................1
Models for assessing the global markets.........................................................................................2
PESTEL analysis for the India and Australia ..........................................................................2
Global marketing strategies to successful launching in India and Australia .............................5
Market to launch Jump suit in India and Australia ........................................................................7
Assessment of different Global Marketing Strategies for launch and future success......................9
CONCLUSION..............................................................................................................................12
Recommendation...........................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Global marketing considered as one of the evolutionary process, as most of the
companies which previously focused on the domestic market or market in which they are
surrounded but now they are starting to feel the need to enter into the new market. If an
organization want to establish themselves more and out of their boundaries then definitely they
have to start applying the global marketing strategies in their companies. The global market often
provide the new sources of the competition to the organization, and also price sensitive market
segments. To be successful in the era of fierce competition and wide shift in global economies it
is very important for the companies to simultaneously be very responsive to the domestic as well
as global market conditions. Global market require international marketing skills and techniques
by the side of the organization so that they can adequately export their activities and endorse
their brand of the company. In the area of global marketing the standard marketing approaches
such as strategies, tactics and processes are not enough. An organization which want to expand
themselves at the global level require to develop the understanding about the global operations
and distributions, global finance, relations with the government, global resource allocation and
human capital management, distribution of technology development, logic of global business,
direct foreign investment, global risk management and various other areas need to be evaluate
keenly.
Marks and Spencer is very well known company around the world with a huge retailer
chain. Marks and Spencer have around 150 stores in 30 countries with a huge number of
franchises operating all across the globe. Marks and Spencer is very popular for its clothing
chains in the UK other than this they are also having multi billion food industry, home
furnishing, footwear and gifts. Mostly all the Marks and Spencer overseas branches are locally
franchised. The main objectives of Marks and Spencer is meeting the expectation of the
customers by giving them easier and better access to wide range of their products. The clothing
range is very popular all across the globe offered by Marks and Spencer but now they are
planning to expand their clothing range by tapping to all new segment, Sport wear which is jump
suit. Marks and Spencer is planning to come up with the jump suit product and also they want to
launch this product two different global market India and Australia. AS Marks and Spencer is
directly planning to launch their product at the global level and two different countries they
require a very prudent understanding about both the market and also they need to understand the
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potentiality of their product jump suit in both the global market. There are various factors which
Marks and Spencer need to understand before launching their product such as economy of the
respective country, government trade policies of the country, market potential, competitors,
consumer behaviours and many more. It is very important to formulate an adequate strategy
before launching the product at the global level.
Models for assessing the global markets
As the marks and Spencer is planning to launch their jump suit product in the
Australia and India then prior launching it is very important for them to assess the overall global
market of both of these countries. AS the launching product caters to the clothing industry which
is considered as one of the most competitive industry, There are lots of factors which marks and
Spencer needs to considered in order to success launching of their jump suit product in two
different economy, For that they require to assess several model which will create an
understanding about the both of the markets.(Schlegelmilch, 2016)
PESTEL analysis for the India and Australia
India Australia
Political  For the sportswear
fashion industry Indian
market is quite suitable,
Several retail chains are
already establish there
and doing a profitable
business
 There is an opportunity
for Marks and Spencer in
launching there product
in India that there is no
structured government
policies has been initiated
by any government till
now
 For the Marks and Spencer
new launch of their jump
suit in the Australia will be
safe destination for the
investment purposes
 Australia has a very
efficient, transparent and
open legal framework and
corruption level in Australia
is also very less which is a
good sign for Mark and
Spencer to launch their
product there
 Australia is having very
stable business and political
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environment
Economical  Economic factors are also
stable for the fashion and
sportswear industry in
India as the economy of
India is showing a 7.4
percent growth in the
financial year of 2009-10
 In the year 2010 the
manufacturing industry
also shown a great growth
with 16.3 percent hike in
2010
 The one advantage which
Marks and Spencer will
get by entering into the
Indian market is the
economy of India is
seems easier to invest in
because of the low cost
advantage of the
manufacturing
 The economy of India is
mainly rely upon export,
commerce, manufacturing
and services industries
which will make Marks
and Spencer new product
a delightful enterer in the
Indian market
 The prices of the property
are high as compare to the
level of income which
indicates that the Mark and
Spencer should have look
on the pricing strategy
before launching their
product in the Australia
 The capital growth in
Australia is still in the
developing stage as the
Perth and Brisbane are
offering a fancy return on
investment offers
 The currency exchange rate
is very favourable in
Australia presently
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Social  The British language is
English which will help
the marks and Spencer to
building relationship in
India to establish their
products as Indian arse
starting using the English
language to on a greater
extent
 India have a huge
availability of jointly
skilled and unskilled
employees which will
provide Mark and
Spencer to build a
prudent workforce
 The social factors are not
very structured in Australia
as it will a cumbersome task
for Mark and Spencer to set
the target audience for their
jump suit product
 The social group in the
Australia are mostly sports
loving which make the
Jump suit product more
suitable as it is an
Opportunity for Mark and
Spencer
Technological  India is a developing
country so the
technological factor is not
that much strong in India
but still they are growing
through the various
technological
development programmes
 The technology factors in
India is growing which
will definitely provide
supports to the textile
industry which is a good
indicator for the Mark
 The technological policy is
not very much adequate in
Australia
 The Australian government
is investing the 55% funds
on the research and
development for the purpose
of build themselves with a
good technologies
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and Spencer to launch
there jump suit product
there
Environmental  The government of India
is a lot of concerns about
the environmental issues,
so it will be a best
suggestion for the Marks
and Spencer to follow all
the rules and regulation
about regarding the
safeguarding of the
environment.
 Water in the biggest scare
resource for the Australia
and mostly decision making
by the Australian
government is done on the
water related issues so the
environmental factors in
Australia do not have much
influence on the product
which will be launch by
Marks and Spencer
Legal  As each and every
country wants to save the
human rights of their
people and Mark and
Spencer should follow all
the aspect which will
effectively lies upon the
legal parameters sets by
India
 For the smooth launching
for the jump suit product
Mark and Spencer needs to
comply with all the rules
and regulations fixed by the
Government of Australia
Global marketing strategies to successful launching in India and Australia
Mark and Spencer requires to adjust their marketing strategies in order to make their new
product Jump suit adaptable in the countries such as India and Australia. For the overseas
purposes it is really very important for the company to build a strategy first with the gaining
understanding about the global environment.(Schlegelmilch, 2016) The mark and Spencer should
adopt the strategy which covers the India and Australia main factors properly, factors can be
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social, environmental, legal, politics and economical. Other than this they should also analyse
deeply the consumer behaviours in the selected region and who are the competitors there and so
on.(Nebenzahl and Jaffe, 2013)
There are various marketing strategies which Mark and Spencer can adopt in order to
launch their Jump suit market in India and Australia:
Dripping tap- The dripping tap strategy can be a good global marketing strategy for the
Mark and Spencer as it is a proper, slow and exiting strategy for marketing. As Mark and
Spencer is a well known organization all across the globe so their new product launch in the
India and Australia will create a little spark among the people's interest. In these strategy Mark
and Spencer needs to just provide a glimpse about the product and wait for the response of the
customer. These strategy can be use by advertising the clip or glimpse of the product. These
strategy will be very effective for Mark and Spencer as they already have a good customer base.
(Kotler and Armstrong, 2013)
Lock down- The lock down marketing strategy have the capability to promoting the
product before it is even launched. Mark and Spencer can easily consider this strategy as they
have all the resources which these strategy required. As the lock down marketing strategy can be
use only when company is already having a high interest categories in their product line. Mark
and Spencer have a strong fan base in the India and Australia so they can confidently launch
their jump suit their which will definitely give them competitive advantage. For the successful
implementation of the lock down strategy Mark and Spencer can use fanfare and stampede in the
target areas.(Sun, Paswan and Tieslau, 2016)
Ripples- As the use of the social media is become basic habit of the people so definitely
Mark and Spencer should try to grab some of the advantages out of it. Mark and Spencer already
establish product have a good social currency and also a key influencers for the existing
relationship. For the launching the jump suit in India and Australia Mark and Spencer can use
various social media interaction and posts which will be helpful in connecting with the customer
to whom company is targeting. For the adequate implementation of the ripple strategy Mark and
Spencer needs to use hype, opinions or dialogue which are associated with their new product
launch.(Song, Seo and Xina, 2016)
Shockwave- The shock wave marketing strategy is very effective for the fashion and its
associate products. The Mark and Spencer is planning to introduce Jump suit in India and
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Australia can be a successful launch if they implement the shock wave strategy accurately.
Shockwave strategy in marketing the product mostly use by when the product is adventurous,
youth oriented and have a shock value by the use of the experimental marketing. The shock wave
strategy will directly anticipate the launch with the mind of the customer. As the risk level is
really very high in the shock wave strategy as it is important for Mark and Spencer to launch the
product after they are confident enough about it.(Di Benedetto and Kim, 2016)
Sampling- Sampling would be a great way for Mark and Spencer to launch their jump
suit in India and Australia. The product which Mark and Spencer wants two launch in two
different countries can be effectively launch with the sampling techniques. As it will directly
allow the customer to come and experience the product first, it will be the trial product for free.
The jump suit is a new product in the product line of Mark and Spencer so it will be very
important for them to provide customer an interaction with the product which will increase the
customer loyalty and also Mark and Spencer will collect the important insight about the product.
(Schlegelmilch, 2016)
Market to launch Jump suit in India and Australia
The homework done by Mark and Spencer will be considered as incomplete if they did
not have confidence and there pre-launch homework is not well enough. India and Australia are
very different countries as they have huge difference in demographic, cultural, social,
environmental and many other factors. It is become necessary for Mark and Spencer to analyse
and examine the market of both the countries before launching the jump suit. Mark and Spencer
can understand the both market with the help of the setting various criteria separately for India
and Australia:
Examine the competitors- As the product which Mark and Spencer is willing to launch
is jump suit which will directly competition from the small companies in both the countries.
Other than the small businesses there are various establish companies also which are also
offering the similar product jump suit such as Adidas and Nike. So here Mark and Spencer
required to make a proper list of their competitors separately in India and Australia. Examine the
competitors keenly will create understanding for the Mark and Spencer that what type of variety
their target customers wants to buy.(Nebenzahl and Jaffe, 2013)
Understand the country environment- India and Australia both have very different
environment so Mark and Spencer should first understand the environment of both the countries
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before hitting the market. Environment will covers most of the important factors which will
create an understand about the respective country such as political and legal framework, social
values and cultures, preference of customers and so on.(Kotler and Armstrong, 2013)
Develop marketing strategy and tactics- The marketing strategy and tactics cannot be
same for both of countries as Mark and Spencer needs to develop separate marketing strategy for
the each country. The marketing strategy and tactics adopted by the Mark and Spencer will be
based on the sales and marketing channels. The resources allocation channel to fulfil the market
demand should be clarify pre launch as unable to meet the demand of the market can be a bad
influencer for the Mark and Spencer. The marketing strategy will also define that who will be the
retailers for their new product.
Defining and segmenting the target audience- Mark and Spencer is planning their
launching into two different countries which will make them think about who will be their target
audience in each country. For example in India the jumpsuit mainly wear by the youths and
sport loving people whereas in Australia jump suit can be use by any age group. Marketers of
Mark and Spencer should conduct a research which clearly define the target audience for their
new product launch. Understanding the key attributes of the potential customer will be give a
good examination about the capability of the market for a particular product.(Sun, Paswan and
Tieslau., 2016)
Advertising and promotion channels- The new launch of products will come up the
need of advertising and the promotion. In the present situation the India and Australia has
different type off advertising channels, so Mark and Spencer have to figure out that which
advertising and promotion channel they are going to use in each country which will be beneficial
for them and create more awareness about there product.
Train sales team- It is very essential to provide suitable training to sales team prior the
launching of the product. Mark and Spencer needs to develop separate sales team for the well
fare of their own product. India and Australia have a different set of customer and the attributes
of the customer are also different in various aspects, so it is very crucial task for the Mark and
Spencer to give training to their sales team as they are the first one to whom target customer will
interact first.
Targeting, segregation and positioning- The excellent understanding about the market
to launch the jump suit will only be establish by the proper and balancing composition of
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targeting, segregation and positioning strategy adoption by the Mark and Spencer. Furthermore,
targeting will gain the understanding about the target market in India and Australia which
simplify the tactics making process for the Mark and Spencer. Segregation will distribute all the
required information and more specifically segregating the market which makes marketing affair
more prudent. Positioning will be help to directly influence the mind of the target customer.(Di
Benedetto. and Kim, 2016)
Assessment of different Global Marketing Strategies for launch and future
success
Marks and Spencer is major British company which sells clothes, home products and
luxury food products. The company is planning to launch jumpsuits in two different countries
India and Australia. For nay company to launch products successfully in global market it is must
to use some strategies for the same. M&S can use different market strategies to launch their
products successfully in India and Australia. Company can make use of porter generic strategies
to successfully launch the products in new market area. Porters generic strategies is used to
outline the three major strategic options open to the company that wants to accomplish
sustainable advantage of the competition. Following are the three strategies of the porters five
forces model to be use by the M&S:
The Differentiation Strategy: Differentiation means the product which is to be made by the
company should be distinctive and non identical in appearance, so that the company can attract
more customers toward it. Marks and Spencer should launch the Jumpsuit which are different
and distinctive form the other companies. The differentiation depends on the nature of the
industry and cloth products made by the company (Jobber and Ellis-Chadwick, 2012). This
particularly involves the appearance, looks, quality of cloth, material use to made the jumpsuit,
design of apparel and also the brand image of the company. To make the differentiation strategy
successful the M&S need the following:
 The company need to implement good research and development about the fashion sense
of the customers of the country where they are launching the product. Company need to
do a research about the customer demand i.e. what they re locking for and what quality of
material people like in their cloth product (Vincze, 2015). M&S nee to create a cloth
product with some innovative ideas and some unique design with appropriate comfort
according to the need of customers of the two different countries India and Australia.
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 The organization should be able to deliver high quality cloth products or services to make
the launch of the product in the two different market India and Australia. The firm need
to do specific research on the customers of the two different market (Armstrong and et.
al., 2014).
 Effective sales and marketing plans need to be made by the company so that the, markets
of the different counties would be able to understand the product quality and
differentiated offerings of the firm (Nicholson and Oliphant, 2014). In marketing of
product the M&S can frequently advertise on website of the company about the jumpsuit
they are making or they can use the other website to advertise about the jumpsuit.
Through this they can aware the customers about their product to be launch and will be
able to attract more customers (Heidt and Quazi, 2013). The firm can also provide some
offering on the new product like some discounts on the first purchase. For promoting the
product the company can organize an event for which they can distribute some free
passes to customers to get the attracted about the product (Converse, 2013).
In pursuing differentiation strategy M&S need to stay vigorous with their new product
development process. Otherwise there is risk to be attacked by the competitors pursuing
differentiation strategies in different market segments.
The Focus Strategy: The M&S can use focus strategy to concentrate on particular slot markets
of the country to understand the robustness of the markets and and the quirky demands of the
customers in that particular market. The company should develop the jumpsuit product
noteworthy and cost effective. If the company will be launch the product with uniquely well,
then there it can build string brand loyalty amongst the customers of the particular market of the
India and Australia. By focusing on particular niche market of the two different cultured
countries the M&S can lessen the threat of competition to their product. In focus strategy
company needs to emphasize on adding something extra as result of serving only that market slot
(Steinberg and Greene, 2015). In adding something extra the clothing company can make
variations in price of the products which will make the product distinctive form other in terms of
price which will help the company to gain customer attention in the particular shelf of the
market.
The Cost Leadership Strategy : M&S can use the cost leadership strategy to lead the market in
terms of cost in cloth industry or market. Being effective in terms of cost doesn't mean that
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company remains at the same low cost of the product which is open to be easily attacked by the
other low cost producers (Sheth and Sisodia, 2015). For the cost leadership strategy the
company needs the following:
 M&S can increase its profit through launch of the new product by reducing cost of
jumpsuit while charging industry average prices.
 Company can increase its market share by charging lower prices than the rivalry
companies while making a reasonable profit on each sale of the product because the cost
of the product has already reduced.
The cost strategy can be used by the company to reduce cost and produce the least
expensive jumpsuit in the market or industry in order to gain market share. The current business
environment is very complex for M&S because consumers now a days are aware of many
choices available to them. The company can try to find the ways to reduce costs of jumpsuit
company so it can offer a product at a lower price than their competitors (Kotler and et.al.,
2015). Because there are so many consumer in India and Australia who want to pay a lower price
of product ans services, the firm can gain a large audience and become as cost leader in the
industry.
In addition to the above strategy the M&S can use some other global market strategies too to
make the launch of the jumpsuit successful. Some of which are as follows:
Build a strong, consistent brand culture : In recent times building a consistent and strong
brand culture that is familiar for the consumers has become priority. Te rise of social media and
digital media has shifted the brand emphasis from structure to culture. Social media and viral
marketing stop brands doing conventional things the used to do. So it become very important for
Marks and Spencer that its brand reflects its culture in the both countries where it is launching
its product. The company should try to build its brand culture strong in both the countries India
and Australia which remains consistent in future also. For this the company can use social media
like Facebook, YouTube etc. for posting news about the launch of jumpsuit in the two countries.
Posting on social media will make the company's product popular amongst the customers (Bose,
2010). Advertising is the most powerful tool that will help the company to make the jumpsuit
launch successful in the two countries. Advertising is best marketing tool which can make the
brand culture consistent and strong. Fuehrer more the company can make use of price price
promotion like buzz, contests for which the entrants will have to share the news about the brand
11

and its new product to friends and family. M& S can use inbound marketing to make brand
strong by advising customers to buy the jumpsuit when the custom come for buying other
clothing products (Henley, Raffin and Caemmerer, 2011).
Be Borderless in Marketing: With the exuberance of digital platforms , it is no longer possible
for the M&S brand to follow different brand strategies in different countries. So the company
need to use unified marketing approach for the success of jumpsuit product in the market.
Marketers of the organization need to rethink the way they do global campaigns had to change
because digital marketing has no borders, especially with social media. In the case of M&S
brand consistency is a key, because the company already have a good global brand policy, it also
reflect local attitudes, behaviours and modulations (Vincze, 2015). Company is having a local
strategies,which are reflective to the consumers. In addition to that enterprise can use outbound
marketing approach which allows the customer to know about particular product they are
launching in the market (Jobber and Ellis-Chadwick, 2012). For this purpose firm can develop a
starting point for brand and this list is , the further can be refined to concentrate search for new
customers.
International alliances strategy: M&S has option to adopt strategy of international alliances also
. In this strategy two or more enterprises cooperate out of mutual need and share risk in
achieving business goals. International joint ventures is an option for the business entity like
Marks and Spencer to form partnership with the India's and Australia's cloth retailer to sell the
product made by the firm. In this way the product will get popular among the customer and
launch of jumpsuit will get success in the market of both the countries (Heidt and Quazi, 2013).
B2B Marketing strategy : The B2B marketing strategy is also an alternative for the M&S to
make launch of jumpsuit success further. It is usual tacit used by the bigger entities to spread the
products among the customers and organization alike which allow them to sell their product to
other commercial bluenesses institutions and other agencies.
CONCLUSION
Aforementioned report concludes that for global marketing the M&S company company
can use different approaches and strategies to launch the product in the India and Australia. For
this business entity make use of PESTLE analysis to determine external and internal business
environment of India and Australia. Company requires to adjust its market strategies in order to
make the new product jumpsuit acceptable and popular among the countries. There are different
12

market strategies like dripping trap , lack down, ripples, shock ware and sampling which the
enterprise can adopt to make the product understandable by the customers. In order to find the
market status of the India an Australia political , legal, social environmental factors have also
been compared to get the information about the economic, social, technological situation of the
countries.
The fact found about India is that in 2020 the growth of manufacturing industry is
expected to be hike by 21.6 percent. Use of technology is gradually increasing in India and
Australia that is also a good sign for the M&S to sell and launch their Jumpsuit in online
markets. It is expected that Australian government will invest 55 percent funds on the research
and development with the aim to build themselves with higher technologies that is good for m&S
to launch the new product in the market of Australia. Different global marketing strategies are
also discussed in which the porters three generic strategies have explained.
If the enterprise will use all the three strategies they can attain good global market
leadership in both the countries. Company can apply the cost leadership strategy by reducing the
cost of the product there by gaining profit and attraction of customers. If the enterprise will us
the focus strategy which they will concentrate only on the niche market of the particular country
then the firm can reduce the competition to its product from the rivalry companies. By using
differentiation strategy the enterprise will be able to lead the market of India and Australia.
Making jumpsuit uniquely designed comfortable and distinctive from other companies will result
in attracting more customers towards it. Effective sales and marketing plans need to be made by
the company so that the, markets of the different counties would be able to understand the
product quality and differentiated offerings of the firm. In marketing of product the M&S can
frequently advertise on website of the company about the jumpsuit they are making or they can
use the other website to advertise about the jumpsuit.
Recommendation
There are various strategies which can be effective for the efficient and effective marking
operation at the global level. The Mark and Spencer is planning to launch there Jump suits in
India and Australia simultaneously which make the global strategy making process more critical
and crucial. As the both countries are different with each other on various parameters so
considering this fact Mark and Spencer should acquire a global marketing strategy which can
handle the marketing operations in both the countries efficiently.
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Mark and Spencer should apply the focus strategy to tapping the both India as well as
Australian market simultaneously. The focus strategy will be the best recommendation for go
global task of Mark and Spencer as this strategy will provide them concentration on the
particular slot market of the country. The focus strategy will stablish the keen understanding
about the India and Australia market simultaneously.
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REFERENCES
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