International Business Strategy for Marks and Spencer

INTERNATIONAL
BUSINESS
STRATEGY

Table of content
◦ Introduction
◦ Introduction of company
◦ Yip framework
◦ PESTEL analysis
◦ Porters five forces model
◦ SWOT analysis
◦ Recommendations
◦ Conclusion
◦ References

Introduction of company
◦ Marks and Spencer is a UK-based retailing company which is offering
its products in international business. It was established in the year
1884 by Michael Marks and Thomas Spencer in the UK. It is
operating in the retail industry which is a growing industry.
◦ Marks and Spencer is focusing on cost-cutting in order to sell its
products and service in less amount which also helps them to compete
in the marketplace. It is a strategy that is in response to a pre-tax loss
of around £201.2M in the year 2020. It is also identified by the
company that its sales of the company will increase by 20.5% in the
year 2022.

Current state and opportunities
There are different types of opportunities in the retail industry which
provide opportunities for the business of Marks and Spencer. Some of
these opportunities accessed by company in the retail industry of the UK is
mentioned below:
Marks and Spencer’s sales and revenue have increased in the year 2022 in
comparison to the previous year by actively focusing on an online
campaign of the company. In the year 2022, it has earned around 10.9
billion British pounds.
Due to Covid-19 breakthrough revenue of Marks and Spencer has
decreased in comparison to previous years. It has reached to 10.38 billion
pounds which is less in comparison to other years. But the company
focuses on its digital technology, and website which allows them to
overcome this problem.