Global Marketing: Introduction, PESTEL Analysis, Segmentation and Targeting, Market Entry Strategies, Marketing Mix

Global Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION ......................................................................................................................2
MAIN BODY...................................................................................................................................2
Organisational overview..............................................................................................................2
PESTEL Analysis........................................................................................................................2
Segmentation and Targetting.......................................................................................................5
Market entry strategies ................................................................................................................6
Marketing mix..............................................................................................................................6
SWOT analysis............................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
The report summarised that global marketing is all about marketing business services and
commodities at worldwide level for meeting all the international objectives. Marks and Spencer
is selected business for this report. The company is planning to introduce its current household
products in new international market that is Latvia and for this, PESTLE analysis is conducted to
monitor and examine the impacts that components of the external environment will have on the
institution and its strategic decisions. Moreover, it discussed about segmentation and targetting,
market entry strategies, SWOT analysis of the company. The main emphasis in this report is
given to marketing mix of the household product that the entity will introduce in new market.
Elements of marketing mix covers about product, promotion, price, process, physical evidence,
place and people.
1

INTRODUCTION
Global marketing is defined to the concept that conceptualise and conveys final
commodity worldwide so to reach international marketing community. Moreover, it is said to
procedure to adjust organisational marketing strategies or frameworks for adapting conditions or
situations of other nations. It involves marketing existing products or services on worldwide
scale for reconciling commercial advantages of international operational similarities addition to
opportunities for meeting international goals (Baena, 2019.). It is full procedure including
planning, manufacturing, position together with promoting organisational products at global
aspect. The report is based on Marks and Spencer that is famous multinational retailer specialise
in selling home products, quality clothing and food commodities. Its headquarters are at London,
UK. In present era, the entity has huge number of stores in UK. The company is planning to
expand the business through introducing its existing consumer good that is household product in
new overseas market which is Latvia. The report includes organisational SWOT analysis,
PESTLE analysis and marketing mix of existing consumer good.
MAIN BODY
Organisational overview
Marks and Spencer is famous company in retail industry of UK. It was formed by
Michael Marks together with Thomas Spencer in 1884 at London, United Kingdom. It is
specialise in staff welfare services, food commodities, high quality clothings and home products.
It operates various nations including Canada, Philipiness, Europe, Asia and many more. The
organisation is planning for market development and for this, it is launching its existing product
that is kitchen product in new oversees market which is Latvia. In chosen oversees market, living
standards are high and at same time, little competition among retailing entities as well as the
entity do not operate in such market. Therefore, to grab huge opportunities for expanding market
shares and revenue efficiency, Latvia market is chosen to introduce current household product by
Marks and Spencer.
PESTEL Analysis
PESTEL analysis is a framework that is majorly used for tracking and monitoring macro
environment and its factors that impacts performance and operations of enterprise (Bhatia,
2019.). Political, economical, technological, environmental, social and legal are some
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