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Global Marketing: Entry Strategies and Communication Mix

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Added on  2023-01-03

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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: Entry Strategies and Communication Mix

   Added on 2023-01-03

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Global Marketing: Entry Strategies and Communication Mix_1
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.
Global Marketing: Entry Strategies and Communication Mix_2
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
Global Marketing: Entry Strategies and Communication Mix_3

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