Global Marketing: Strategy and Implementation

This presentation provides an overview of global marketing strategy and implementation. It covers topics such as brand positioning, pricing strategy, distribution strategy, and more. The presentation focuses on the case of Marks and Spencer Plc. entering a new international market and adapting their marketing approach. References are provided for further reading.

GLOBAL MARKETING

TABLE OF CONTENT
 Introduction
 COMPANY BRIEF BACKGROUND-
 ABOUT SELECTED INTERNATIONAL MARKET
 BRAND POSITIONING
 CUSTOMER VALUE PROPOSITION
 PRICING STRATEGY
 DISTRIBUTION STRATEGY
 PEOPLE, PHYSICAL EVIDENCE-
 CONCLUSION
 REFERENCES

INTRODUCTION
 Global Marketing is a strategy that includes everything like planning,
production, promotion, and distribution of company's product in a
worldwide market.
 Global marketing is relevant for such companies whose product has
global demand like, durable items, cloths, auto mobiles etc.
 The Report describes a marketing programme into a new international
market .
 It further explain marketing mix of the product.

COMPANY BRIEF BACKGROUND
 It is a multinational retailer company which is headquartered in
Westminster, London that deals with home products, food products
and clothing items.
 It was founded in 1884 by Michael Marks and Thomas Spencer. At
present, company owns 990 stores across United Kingdom, which
includes 600 stores that deals only in food items.
 Till 1950, all the goods of the company are sold under same label i.e.,
'St. Michael' . But, women's cloths, girls school uniform are sold
under 'St. Margaret' label until, whole range of merchandise items
became 'St. Michael'.

ABOUT SELECTED INTERNATIONAL
MARKET
 Marks and Spencer Plc. has selected South Africa for starting a new
clothing store which deals in men and women wears.
 Company has select this country because, the demand of basic
clothing items is keep on increasing in South Africa as, both poor and
rich people have a common desire to look attractive and everyday
more than 2 billion Africans wears all types of clothing items .
 So, this is an opportunity for the company to create a multi-billion
dollars market in the country.

STANDARDISATION AND
ADAPTATION STRATEGY
 In standardization strategy, company choose to standardize the
product in all the aspects. It includes, product pricing,
marketing and distribution etc. In adaptation strategy, company
modify existing product according to different customers and
market.
 Marks and Spencer Plc has adopt adaptation strategy for
starting a new clothing store in South Africa.

MARKETING COMMUNICATION
STRATEGY
 It is a strategy that company uses to reach their target market by
using various types of communication media.
 Offline- Sales force of Marks and Spencer Plc. can directly
communicate with customers regarding quality and price of the
products company is offering at clothing store.
 Simple techniques can be used like, typography, letters,
brochures etc. containing photos of dresses with price can be
provided to clients. Discounts can be given to attract customers.

PRICING STRATEGY
 Value based pricing
 It means, setting the price of product according to the value customers are
getting. It will help Marks and Spencer Plc. In strengthening its brand
name and building customer relationship.
 Value based pricing will be based on the attributes of cloths that company
is offering in African market like, it is modifying the pattern and colour of
skirts in women category according to culture of peoples in South Africa..

DISTRIBUTION STRATEGY
 Marks and Spencer Plc. has a vision and clarity of product
they are offering to customers.
 Company will sell the clothing items directly to retailers or the
person who buys products from company in bulk in South
Africa.
 There will be no role of wholesalers or any middleman. This
will save the time of company in delivering the goods to
customers in Africa. And cost of distribution of clothing items
for company will also minimised.

Targeting Strategy
It is an important tactic through which H&M will select its potential customer and
will further plan the product and services accordingly. There are range of
buyers present in the market and through this approach it can be evaluated that
by focusing on which segment most desirable outcomes can be received.

Different targeting strategies
• Segmenting
• Targeting
• Positioning
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Segmenting Strategy
It is an important concept under which the whole market is sub divided into small
segments. M&S have segmented markets according to demographic,
geographic, psychographic and behavioral segments.

Continue..
Segmentation used by M&S is on the basis of demographics. According to this
strategy it focuses on the customer of different age, people from distinct ethnic
groups and society so that maximum market is covered. Keeping same in mind
the stores and products offered are designed in a way that it can attract all
these market segments.

Targeting
In order to capture greater market share M&S instead of targeting on just females
or males will engage whole families. It will be done through offering family
offers that will bring the attention of more number of buyers.

BRAND POSITIONING
 Product Positioning
 Brand positioning means, the process through which company
creates image of their production the minds of targeted
customers. It is an important part of marketing strategy.
 Brand positioning can be done in different ways like,
positioning by product attributes, by price or quality etc.
 Marks and Spencer will adopt product positioning strategy for
selling existing range of products by performing Research
regarding taste of peoples through conducting survey etc.

PEOPLE, PHYSICAL EVIDENCE-
 Physical evidence means, all the factors that attracts the
customers in clothing store.
 Clothing store will have a good ambience like, wall papers of
Brand Ambassador e.g. Actress or actor. Good colour
combination on the walls of stores.
 Layout of the store will include proper display of cloths at
entrance gate of clothing store. Right type of furniture must
be used for customers so that, they will feel comfortable.

CONCLUSION
 The report has described the selected international market by Marks and
Spencer Plc. For starting a new clothing store.
 It also describes product positioning strategy of company to establish its brand
image, different ways in which value of product is perceived by customers.
 It further describes adaptation strategy used by company and communication
strategy used to reach target customers. Moreover, report has outlined value
based pricing strategy and distribution strategy of company.

REFERENCES
 Rugman, A. and Verbeke, A., 2017. Global corporate strategy and trade
policy. Routledge.
 Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
 Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition.
Pearson.
 Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition.
John Wiley & Sons.

CONTINUE
 Gerschewski, S., Rose, E.L. and Lindsay, V.J., 2015. Understanding the drivers of
international performance for born global firms: An integrated perspective. Journal of
World Business.50(3). pp.558-575.
 Fabbe-Costes, N. and Colin, J., 2017. Formulating logistics strategy. In Global
Logistics And Distribution Planning (pp. 83-104). Routledge
 Horner, R. and Nadvi, K., 2018. Global value chains and the rise of the Global South:
unpacking twenty‐first century polycentric trade. Global Networks. 18(2). pp.207-237.