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Sample Assignment on Global Business Strategy (Doc)

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Added on  2021-01-03

Sample Assignment on Global Business Strategy (Doc)

   Added on 2021-01-03

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Sample Assignment on Global Business Strategy (Doc)_1
Table of ContentsINTRODUCTION...........................................................................................................................1Background of Mark & Spencer Case Study.........................................................................1Internal and external analysis.................................................................................................2Identification of company's Sustainable Competitive Advantage..........................................4Strategic Recommendations Based on Analysis and Discussion of Implementation Issues..6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8.........................................................................................................................................................9
Sample Assignment on Global Business Strategy (Doc)_2
INTRODUCTIONGlobalisation refers to the process through which a business develop its internationalinfluence or start performing its business over a global scale. Internationalisation of business willopen up several growth opportunities for business in term of expanding market share, customersand profitability (Acquaah, 2013). Mark & Spencer is a British Multinational retailing brandwhich has its headquarter in UK. It deals in different product categories like food, Householdproducts, clothing etc. This report elaborates about internal and external analysis of Marks andSpencer. It further discusses about model which helps in Identifying company's Sustainability.At last, it briefly provides recommendations on the basis of previous evaluations. Background of Mark & Spencer Case StudyMark & Spencer is a British multinational retailers which operates its business in sellingcloths, household accessories and luxury food products. It was established by Michael Marks andThomas Spencer in year 1884. But now after passing around 125 year in this sector, it hasbecome a biggest retailer in UK. M&S operates its business all over the world by maintaining achain of retail stores. It entered in international market by setting up franchises in variouscountries like USA, Canada, Ireland, Belgium, France etc. But by the end of 19th century,international trade of M&S get collapsed due to improper management of operations by seniormanagement of company. Hence, the company faced a heavier loss and decide to step back frominternational market and focused on home market only. There are number of issues that companyfaces in expanding its business off shore which it lead to withdrawn its business and focused ondomestic market to achieve sustainability. Some of the most common issues faced by Mark &Spencer are as follows:M&S firstly enter in international market by targeting South Africa and Hong Kong byexporting its product under the brand name of St. Michaels. After which companyterminated its contract with Do dwells which was the major mistake as the local retailersand franchise provide a tough competition and did not allow it build up a strong presence.M&S targeted the Canadian market to expand its global presence through family tie-upsand after which for broadening its customer base company entered in US market bypurchasing retail market chain named as King's supermarket (Bharadwaj and et. al.,2013). But, North American market refused to accept M&S as competitive brand due to1
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lack of branding and positioning effectiveness. As a result of which company fails toachieve sustainability in market place because of high competition.Third major mistake done by M&S was that it did not shift its production to othercountries because of quality concern which in turn has increased the company's cost ofproduction. This in turn leads to charging higher price from customers which startedshrinking the market share of company. These are the issues which lead Mark & Spencer to step back from global market andmore focused toward domestic market as they have to cover losses. Apart from this companyalso get affected by the recession faced by global market and its profit share dropped down. Butit started recovering and by the year 2009 it become successful to increase profit as well asmarket share respectively (DaSilva and Trkman, 2014). It has learned from past experience forstructuring its plan related to future growth and re-entering in international market. In thisdirection, M&S focused toward improving their promotional activities by marketing its productin various segments. Apart from this it also work over improving the multi-channel retailing,growing space and building up current capabilities. These all supported Mark & Spencer inbecoming a most demanding and well known global brand. Internal and external analysisMark & Spencer has faced several issues while entering in global market but by dealingwith all these threats, company is now consider as a biggest retailer in UK. So for its continualgrowth and expansion in global market, company is required to analyse its internal as well asexternal factors that may affect its operations. This information will help in formulating aneffective strategy that support M&S in achieving competitive advantage in market place andexpanding its business worldwide. The internal and external analysis is explained below:Internal analysis:- It refers to the process of analysis the strength and capabilities that a companyhave which act a driver for future growth. Internal analysis of Mark & Spencer can be betterperformed using SWOT, a analytical tool which depict about strength, weakness, threat andopportunity that a company have which support in formulating effective growth strategy. StrengthWeaknessM&S has a multichannel presence suchas brick & mortar, online stores andalso maintain long range of franchisesThough Mark & Spencer offer a rangeof products but still wrong publicity asa non trendy store affecting its profit.2
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