Global Marketing: Entry Strategies and Communication Mix

This report discusses the entry strategies and communication mix used by Marks & Spencer in international markets, specifically in the USA and Ireland. It explores the benefits of joint ventures as a market entry method and the elements of the marketing communication mix used by the company. The report highlights the importance of careful market selection and the role of demographics, consumer spending power, infrastructure, and language in choosing international markets. It also emphasizes the significance of effective marketing strategies in promoting the company's products and enhancing its brand value.

Global Marketing as2

EXECUTIVE SUMMARY
Marketing is the most important activity which a business undertake to promote and
communicate its offering. The global marketing is a concept where the promotion is done at the
cross borders in the international market. The company Marks & Spencer have successfully
expanded its business in 57 countries and have adopted several strategies which helped in its
success. This report discusses the company's entry in the 2 international market which is USA
and Ireland where it used Joint venture to enter the new market. The company mainly uses joint
venture to enter new market in the international level so that it can share its risk and profit with
them and these joint venture also help in working in the the other country's culture. The company
uses marketing communication mix to bring effective marketing strategy in order to promote
their business in the international market. The marketing communication mix involves
advertisement, direct marketing, discounts and public relation. The company opted for marketing
communication mix to promote its products which contributed in its success. The secondary
research like books and journals is used in order to complete this report.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Brief background of the company...............................................................................................4
International markets of the company.........................................................................................4
Method of market entry...............................................................................................................7
Potential marketing strategy- Communication mix....................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the most essential activity which a business undertakes in order to
communicate and promote its offering. The main role of this department is to take the product or
service to the reach of the customers and focus on enhancing the sales and the profitability. The
global marketing is the study of the general business management that promote the product or
service to the customers locally or at national or international level. International marketing can
be the application of the principles of marketing by the organisation in more than one country or
across the national borders (Dadwal., 2019). The organisation chosen for this report is Marks &
Spencer, a multinational British retail company. It is headquartered in London, UK. This report
shall cover the background of the company, comparison of two international markets, method of
market entry and potential marketing strategies in international market.
MAIN BODY
Brief background of the company.
Marks & Spencer is a British company which is engaged in the retail industry. The
company was established in the year 1884 and the brand was first established in the year 1928
and is headquartered in London, England. The organisation is specialised in selling home
products, food products and clothing with its own label. It has its brands such as Per Una,
Limited, Rosie, Autograph, Blue Harbour, M&S Energy, M&S collection, M&S Bank. The
company was founded by Michael Marks and Thomas Spencer in Leeds. The firm has 959 stores
across UK and is available in 1463 stores worldwide. When the company was established it
gained popularity in 20th century with a policy to sell only British made products. Its
international expansion begin in 1973 in Canada and then followed by France. The company
now operates in Germany, Dutch, Belgium, Australia and many others. It operates in across 57
countries and have over 50 international brand. The main emphasis of the company is high
quality and is a luxury brand. The company serves its global customers through physical stores
across the world and online (Valtakoski., 2019).
International markets of the company.
Marks & Spencer deals with the goods like clothing, food and home products. It has
customers from all around the world due to its brand value which is established due to its

emphasis on the high quality product. The company chooses its market by on the basis of the
following criteria which is discussed below- Demographic- In this kind of market selection criteria, the potential consumers are
identified on the basis of the criteria like race, colour, age, income, occupation, gender
and many other. The company Marks & Spencer is a luxury brand which target the
customers who are 30 plus of age. The targetted customers are high income people and
have an executive occupation. Consumer spending power- Under this, the customers are targetted on the basis of their
purchasing power which is determined by the Consumer Price Index. The organisation
Marks & Spencer have the income people as its target who have capacity to spend over
the high quality luxury product (Deepak and Jeyakumar., 2019). Infrastructure- In this, the market selection is done on the basis of the place which have
all the resources available in order to establish the company and attract customers. The
company Marks & Spencer enter that market which all resources available like space for
the outlet, customer convenience to avail service and many other.
 Language- Under this, the market is selected according to the familiarity to the language
which is prevailing in that market. The organisation Marks & Spencer takes that market
where it can understand the language of the customers in order to give them best
experience.
Comparison of two international market for the market selection criteria
as the company Marks & Spencer operates in around 57 countries and has expanded its
operations worldwide, it select its market very carefully in order to enhance their profitability
and brand value. The company chooses the country to expand its operation on the basis of the
criteria which are discussed above. The comparison of two international market of Marks &
Spencer is discussed below-
Selection
criteria
Country 1 (UNITED STATES OF
AMERICA)
Country 2 (IRELAND)
Demographic On the basis of demographic, the
organisation may target the women
and men of the middle age. It has its
target market on the basis of age which
On the basis of this, the company has
its target market reach in this country
where it target women for their

Selection
criteria
Country 1 (UNITED STATES OF
AMERICA)
Country 2 (IRELAND)
is people who are 30 plus of age. It
mainly target women but has product
availability for men and kids too (Shin
and Back., 2018).
offering.
Consumer
spending power
The company in USA has large outlets
which offer high quality product to the
people who are earn high income and
have executive occupation.
As compared to UK, the company
Marks & Spencer offer their product
to the Irish customers at high prices.
This is due to the factors like high
employment, high rental and
operational cost and many other.
Infrastructure The company operates in physical
stores and online in USA. It also has
outlet stores in USA where it offer its
products at discounted rates to the
customers.
Marks & Spencer operate with
physical store in UK and has
launched six country specific Online
websites in order to increase its
business in Republic of Ireland.
Language The organisation Marks & Spencer
works in the language which is
understand by everyone. It has its
product information mentioned in the
language English.
As M arks & Spencer is a global
company it operates in different
countries so it manages to display its
product information in the language
which is familiar in Ireland.
From the above comparison, it can be said that the company have selected these market
due to the factor that people love to avail its offering. The company offers high quality luxury
product but the whole market does support branded product but its target market accept the
product and purchase it. The company closely monitor the market and then select their country.
In order to go in USA market, the company targetted women of age 30 people and people who
are willing to pay more (Ersin., 2020). The spending power of the consumers in USA is high due
to large employability which gives advantage to the company to select this market. Moreover the

company chooses its market after screening the infrastructure like availability of resources,
internet facility to access online website for shopping and many other. On the other hand, the
company has selected Ireland where it target women as their target market. The company
charges more in Ireland due to high employability as their spending power is good. The company
recently also launched the country specific website where it expanded its operations online. The
company got good infrastructure in the country and adjusted with the language of the country.
Method of market entry.
The company Marks & Spencer enter the market of Ireland through a strategy of joint
venture. It is one of the useful and necessary method to enter new market. As nowadays market
restrict the inward investment so joint venture is the only way through which the companies can
achieve the market access. It is a particular kind of partnership which involves creation of the
third independently company. The brisk and the profits are shared mutually. The company uses
this strategy to enter the new market. For entering the market of Ireland, the company opted joint
venture which made its entry successful. This was the best option opted by the company due to
following benefits which is attached with the strategy of joint venture-
 The method of joint venture helps the company to share the technologies and
complementary assets which may be used for delivery and production. The organisation
M&S gets this benefit by entering the market of Ireland through joint venture.
 By entering new market through this, Marks & Spencer have reduced the political friction
and the acceptability ratio is also improved as people tend to accept the local companies
more than an international. So joint venture helps in building the familiarity.
 Joint ventures help in providing the specialised knowledge of the local market and also
helps in making entry to the required channel of distribution. Moreover through joint
venture, Marks & Spencer have access to the suppliers and other production facility with
the help of opting this method to enter the market (Hranchak., 2019).
By opting to the strategy of joint venture, Marks & Spencer have gained the above
mentioned benefits which contributed in its success in the country Ireland.
Potential marketing strategy- Communication mix
It refers to the business functions being used by the company in order to run successful
business it merely includes specific methods through which a proper business may be run like
promotion, distribution process, pricing, and many more this helps in the promotion of products

and the company, it is mainly comprised of five elements. Marks and Spencer has entered in a
new international market in Ireland where they applied all these strategies: The Advertising Elements: This covers all the paid promotions being done by the
company ion order to promote there product in the market. Company usually assign a
team to do all these promotions and that team keeps check non the matter being
advertised, Marks and Spencer has made advertising them to work in Ireland in order to
promote the company and there products. Personal and Direct Marketing: It refers to the direct marketing of the product by by
using the sales force various channel suppliers contacts with the sales person in order to
promote there goods and services in the market, Marks and Spencer used there
international team in Ireland where they contacted to distribution channel suppliers for
promoting there product over there (Ketter., 2018). Discounts and promotions: The main goal behind this is to increase the revenue of the
company, here company tries to make various offers for there products and give them
coupons and percentage off deals which attract5s the customers to buy more products,
Marks and Spencer has used there high scale market value and gave various offers for the
customers in Ireland in order to make more revenue they made end season sale, discount
coupons, and various deals for drawing attention.
 Public relation and messaging: It is somehow same as an advertisement as here mass
media tries to communicate with the customers by giving there information through there
channels. Companies don't have to pay over there and this helps in brand exposure of the
product. Marks and Spencer has used this in Ireland by inviting media and giving there
information of launching there company over there with all specific features and
discounts.
 Direct marketing to targeted customers: It is a method through which company
directly contacts with there targeted customers through direct mails, calls and surveys in
this they provide them information about new collection , offers and various discount
being going on. Marks and Spencer has used this techni8que in Ireland as they contacted
there targeted customers and gave them information about there products (Ndubisi and
Nataraajan., 2016).

CONCLUSION
It is concluded from the above report that global marketing is an essential practice for the
businesses in order to make their expansion in the international market a success. The company
M&S have successfully expanded its operations in over 57 countries. The two international
market of the company which is discussed in this report are USA and Ireland. The company
entered the market of Ireland by the marketing entry strategy of Joint venture which contributed
in its success as the profit and the risk is shared between the other company with whom
partnership is made. Further the strategy of communication mix helped the company for potential
marketing strategy which includes advertisement, direct selling, personal relations, promotions
and discounts. These help the organisation to effective plan their strategy for the purpose of
marketing in the international level.

REFERENCES
Books and Journals
Dadwal, S.S. ed., 2019. Handbook of Research on Innovations in Technology and Marketing for
the Connected Consumer. IGI Global.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ersin, İ., 2020. Determining the Importance of Domestic Firms on Stock Market Performance in
Terms of Financial Marketing: An Application on OECD Countries. In Handbook of
Research on Decision-Making Techniques in Financial Marketing (pp. 269-286). IGI
Global.
Hranchak, T., 2019. Internet Marketing in Activities of Libraries of Ukraine. Ukrainian Journal
on Library and Information Science, 4, p.36.
Ketter, E., 2018. It’s all about you: destination marketing campaigns in the experience economy
era. Tourism Review.
Ndubisi, N.O. and Nataraajan, R., 2016. Marketing relationships in the new millennium B2B
sector. Psychology & Marketing, 33(4), pp.227-231.
Shin, M.J. and Back, K.J., 2018, July. Effects of Cognitive Engagement In The Development of
Brand Loyalty and Brand Love in Hotel Context. In 2018 Global Marketing Conference
at Tokyo (pp. 1070-1071).
Valtakoski, A., 2019. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.