International Market Entry and Marketing Strategies of Marks & Spencer

GLOBAL MARKETING

EXECUTIVE SUMMARY
International market entry has become one of the most common trends to gain
competitive advantage as well as higher profitability (Eteokleous, Leonidou and Katsikeas,
2016). The study has discussed Marks & Spencer and its internationalisation in USA and India
(Asian market). For effectively understanding the differences in internationalisation process
report has provided a comparison of both the markets along with analysis of suitable market
entry methods. The report has also provided a critical discussion of the marketing strategies
followed by organisation to gain success in international markets.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
BACKGROUND.............................................................................................................................3
COMPARAISION OF TWO INTERNATIONAL MARKETS.....................................................4
METHODS FOR FOREIGN MARKET ENTRY...........................................................................6
MARKETING STRATEGIES FOR INTERNATIONAL SUCCESS............................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Internationalisation is defined as the process of expanding or implementing products or
services to different international markets which are adapted to local culture or market. There are
several factors such technology, social media, supply chain improvements and changing
perspective of customers which encourages companies to enter into international markets. The
success in international market depends on several factors and market attractiveness which must
be analysed by the organisation. The report will discuss the different methods of international
market entry methods using case study of Marks & Spencer (M&S). It will also evaluate
different market strategies which can help companies to retain their huge success in various
markets as well.
BACKGROUND
M&S is a British retailer which deals in food, clothing and household products. The
organisation has it’s headquarter in London, England. The company is well known for its high
quality products and services all over the world. In addition to the domestic UK market M&S
also provides its services in several international markets such as USA, India, Sri Lanka and
Canada. It deals in both online and offline modes. The M&S stores throughout the world carry
the essence of organisational brand value. The organisation also operates internationally.
Internationalisation triggers:
There are several factors which act as motivating and triggering force for the organisation
to enter new international markets. Some of these factors are as follows:
Innovation and technology: The technology such as online retailing, digital marketing and
information technology allow M&S to easily communicate with its stakeholders. Thus physical
or geographical boundaries have no longer remained barrier for business. Organisation can easily
use technology to operate any business environment (Schlegelmilch, 2016).
Competition: M&S is facing fierce competition from local as well as global organisations in UK.
Thus for enhancing its market share and to retain strong brand value it has also become