Global Marketing: Expanding Business in International Markets

Global Marketing

Executive Summary
This report is based on the global marketing, which means expansion of business in global
market and undertaking activities which can help organisation to survive and develop in
international market. There are various reason which influence businesses to expand into
international markets and some of the reasons are increase in profit and sells. Later
communication mix for marketing of the firm has also been discussed in the report.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Background..................................................................................................................................3
Potential motives for Internationalization...................................................................................3
Evaluation of the selected market................................................................................................5
Analysis of methods of market entry...........................................................................................6
Potential marketing strategy........................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Global marketing means organisations marketing efforts which are carried out in the
countries other than home country. The global marketing extends the limitation of selling the
goods and services of the company in other countries or at global level. Global marketing is
complete process of planning, creating, positioning and promoting the goods and service of the
company at global market. There are various reasons because of which companies choose to
market globally some common reasons are increased scope, profitability and sustainability of the
business. This study will discuss global marketing and marketing operations of M&S, British
multinational retailer.
MAIN BODY
Background
Marks and Spencer is a major British multinational retailer. Company was founded in
1884 by Michael Marks and Thomas Spencer and headquartered at London, UK. Area served by
the M&S is worldwide and is located at 1463 places. Number of employees which are hired by
the company are around 80000. One of the subsidiary of the M&S is M&S bank which is
presently owned by HSBC. M&S operates in retail industry and this is why deals in various
products and among all of them company specialize in clothing, home products and food
products (Wilson, 2016). Though Marks and Spencer is multinational company but its major
operations are carried out in UK and 956 stores of M&S are in UK only and among these 615
stores only sell food products. M&S deals in its own products also other than branded products.
M&S operates in 29 countries. In context of international marketing of the M&S it adopts several
strategies like joint venture and merger and at some of the places M&S operates directly which
means M&S directly control the operations of the M&S stores in other country. in relation with
products of the M&S in its international markets its products are like retail products but presently
its food products has increased their sell than its clothes.