International Marketing Strategies

This assignment focuses on analyzing the international marketing strategies employed by Marks & Spencer. Students are required to examine the company's expansion into global markets, highlighting key challenges and opportunities they face. The analysis should encompass core international marketing concepts such as globalization, cultural adaptation, relationship marketing, and the impact of technology on international business.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..............................................................1
P2 Rationale of an organization and described routes................................................................2
TASK 2............................................................................................................................................3
P3 Key criteria and selection process while entering into international market........................3
P4 Market entry strategies and benefits or drawback of each.....................................................4
TASK 3 ...........................................................................................................................................6
P5 Overview of key arguments in global vs local debate...........................................................6
P6 Difference of four P'S in variety of international contexts....................................................6
TASK 4............................................................................................................................................7
P7 Analyse various international marketing approaches organisation may adopt......................7
P8 Comparison between home and international orientation and techniques of assessing
competitors..................................................................................................................................8
CONCLUSION ..............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International marketing offers an appropriate opportunities to many more organizations to
establish their venture on a vast level. In fact, exchange of goods across the international
boundaries aids an association , industry, entire corporate world and economy of a nation
(Papadopoulos and Heslop, 2014). However, one of the most beneficial thing which is acquired
by company is that they get maximum opportunities of profit maximization. Marks and Spencer
is one of the famous organization at European marketplace whose main motive is to facilitate
consumer with outstanding products. Therefore, assignment is going to highlight the significance
of global marketing for company success or development. Along with this, shows various
strategies to entering into a global marketplace as well as benefits and drawbacks of every
schemes used while expanding business.
TASK 1
P1 Scope and key concepts of international marketing
Universal advertising constantly empower business to build up them at tremendous level
which encourage an alternative to increase adequacy and productivity. Advertising is an idea
which helps in transferring several goods and administrations to target client with the goal that
better and steady gain might be possible. Subsequently, when a little firm will going to set up
them at enormous level they have to use proper advertising techniques for transferring bundle of
items according to request prompt happen.
Marks and Spencer is one of a leading multinational retail organization that gives a scope
of administrations to every last clients like SEO, content showcasing, social publicizing and
diagnostic. Business dependably attempt to explore new territory and concentrate increasingly on
advancement (Morschett, Schramm-Klein and Zentes, 2015). In spite of the fact that,
administration focus on various exercises where normal group got together occur so entire
process get mindful about things in an unequivocal casing. They are giving great and better
administrations to all clients and in addition concentrate more on society also where business
perform fitting philanthropy with any monetary misfortune. Presently business need to grow
their exercises in USA too in light of the fact that they need to extend their operational region.
For this perspective they required to comprehend different contraction related with IM.
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Following are the thought which need to incorporate by selected firm when they prompt set up
activities at wide level: Import: The primary extent of IM is import where firm use to buy item or administration
from other country nation when they accentuation that such accessibility push them to
achieve their targets. Marks and Spencer is an advertising organization where they could
buy equipment framework from different nations where they assume to think that its
shoddy. This import may empower them to accomplish their objectives and act as one of
the main advertising office. Export: As an administration part of an organization, managerial team is doing nothing
simply convey their administrations (Kotabe and Helsen, 2014). Presently, when business
begin grow their task in USA too they send out their administrations by target customers
of different nations too.
 Joint wandering: For a business another extension which they could pick up is joint
wander. Administration turn out to be more ready to bargain at advertise zone
appropriately at new world by blending activities with other. This assume to complete by
selected firm through joint wandering of their activities with some different UK based
promoting office which have a summon over on such condition.
Hence, it has been analysed that international marketing is one of the most important
aspect for Marks and Spencer because it aids in gaining maximum benefits.
P2 Rationale of an organization and described routes
Business is an arrangement of different number of exercises which support in an effective
way. Global advertising empower business to develop and augment benefit area with the goal
that better steady targets get achieve in a characterize way. One of a most evident explanation
behind going and extending business is to grow deals.
 Domestic showcase is little and soaked in nature where odds of raising deals isn't so
much conceivable. Along these lines, Marks and Spencer is one of a most yearning
organization whom need to boost their number of customers around the globe and work
as a noteworthy worldwide media promoting office (Felzensztein and et. al., 2014). This
assess as real explanation for such sort of development.
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 Domestic showcase develop slower as opposed to global market because of constrained
region of tasks. Consequently, administration of referred organization likewise express
this segment as a noteworthy purpose for the extension of an organization ventures.
The different courses to bargain at global market world are characterize as take after: Strategic organization together: This idea named likewise as a joint wander thought
where two business begin working with each other however in this one is a substantial
organization and another arrangement in little contemplations with single goal of
development and upgrade of benefit (Knight, 2015). However, an organization needs to
make positive connection with other foreign company for promoting their product into
new marketplace. As a result it helps in understanding each or every aspect of
international place which supports in accomplishing various business activities in much
better way.
 Email advertising: Another imperative angle is web based promoting media. This
complete from one place where tasks prompt happen in different nations also. This
showcasing approach empower in augment the tasks as well as keep an eye on ascend
with a little venture. One of the most modern method is promotion through e-mail
services because world is becoming advanced due to which individuals are surrounded
with modern technologies. Additionally, company needs to focus on these type of
standardized tools for gaining maximum benefits by satisfying clients needs. In fact, it
helps in transferring relevant information or data in a minimum time period.
Hence, Out of these two methodologies, online stage is appropriate one for Marks and
Spencer where organization turn out to be more ready to manage their customers of different
nations also.
TASK 2
P3 Key criteria and selection process while entering into international market
Marks and Spencer need to decide the openings and difficulties which an organization
prompt face up while begin working at universal level. Administrators of an organization
required to comprehend and support such area appropriately with the goal that better and viable
working should be possible.
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At the point when business needs to go into any new market zone there is a need to
recognize the most appropriate market zone where administration need to extend their number of
tasks. Global market assessment process isn't a simple thing and it takes overwhelming thought
for its investigation. Along these lines, business need to examine all market thought legitimately
and after that begin working business into zone (Samiee, Chabowski and Hult, 2015). An
organization need to survey and arrange suitable market think about with the goal that business
wind up ready to contend at all sort of working alternatives. In this angle, the worldwide market
section process get assessed based on following number of things:-
Identification of country: In this perspective, administration need to comprehend and
support the market territory where they need to grow their activities. In this a general outline of
market need to decide so better and powerful working should be possible. In this regard creating,
under create and designed economies need to assessed. Thus, after assessing every aspect Marks
and Spencer is selecting economy which is USA with the goal that better and suitable result
chances get expand.
Preliminary screening: According to this element it has been analysed that screening of
economy prompt happen where positions, number and weight to every last nation prompt occur.
In this security, swapping scale and every single basic factor of large scale condition need to
included (Demangeot, Broderick and Craig, 2015). Henceforth, on this phase, business assessed
USA as a foremost economy angle on the planet whom made numerous business to wind up
effective in nature.
In profundity screening: In the third stage, business prompt made inside and out
screening where all sort of segments whether it is smaller scale or large scale get assessed
legitimately. Neighbourhood condition and environmental change likewise get included which
support to choose such nation which could give better outcomes.
Final determination: This is a fourth stage where administration select such nation
which have great obstruction and objective for working. This will help them in inferring best
country or locale to begin performing tasks.
Direct encounter: This is a last stage where all individual begin sorting out an individual
ordeal. Administrators need to movement to such country or areas legitimately and assess all
segments at that point begin working at characterize areas.
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Every one of these angles need to receive by Marks and Spencer when they prompt begin
working in USA as a noteworthy nation chose (Skarmeas, Zeriti and Baltas, 2016). This will
contribute in choosing such locale or region which reflect most profitable area and reflect
valuable picks up too
P4 Market entry strategies and benefits or drawback of each
Entering into international market is not an easy task due to fluctuation in several external
and internal factors. Along with this number of competitors emerges for gaining maximum
benefit by satisfying needs or demands of domestic as well as foreign clients. Therefore, some of
the useful strategies which must be considered while entering into international marketplace are
described as follows:-
Basis Advantages Disadvantages
Direct exporting:- According
to this element an
organization is going to
facilitate their operations by
transferring operations from
one place to another without
establishing any new branch
(Oleson and et. al., 2017).
Therefore, this activity might
done by online services
Presence of maximum chances
of acquiring high level of profit
by removing middlemen.
One of the major drawback is
that small company get failed
in direct exporting due to lack
of funds. Along with this, it
become very difficult to
contact customers.
Joint venture:- At the time
when an organization is
engaging in opening a new
business in a partnership then
it is known as a joint venture.
It means both the partners
share in between profit and
liability.
In this technique first or
foremost advantage is that
effective utilization of resources
get accomplished.
In fact, risk get classified into
partners.
Targets of an association
become vague which restrict
managerial team to operate
effectively due to ineffective
communication.
Moreover, culture also clashes
in joint venturing.
Purchasing a company:- While buying a new Existing enterprise is having a
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According to this component
one of the major scheme for
entering into new market is
purchasing of new company
for better working
conditions.
organization company get a
chance of designing suitable
plans and procedure .
minimum employees due to
which it may affect the entire
working condition of an
enterprise (Kanibir, Saydan
and Nart, 2014).
TASK 3
P5 Overview of key arguments in global vs local debate
International marketing is a term which means exchange of goods or services across
international boundaries for gaining high level of profit by acquiring trust or loyalty of
customers. In fact, every association is having their own way of working environment which is
essential for managers to understand every aspect in a proper manner (Kraus and et. al., 2016).
(Source:- Kingham, 2016)
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Illustration 1: Marks & Spencer

Therefore, it is indispensable for company to assessed the global and local presence of an
organization for understanding each and every term of market. Thus, an effective difference
between these two are highlighted as follows:-
Global presence Local presence
While dealing at international marketplace
opportunities for Marks and Spencer get
expanded which is highly beneficial for entire
industry.
Domestic marketplace is not having that much
of opportunities as compare with universal. But
at the same time local market is not facing high
level of competition which is beneficial for an
organization.
Emergence of modern trends with more or
more alternatives supports selected firm while
introducing an innovative products in a defined
time frame.
They are not concentrating on trends but still
succeeded in creating a positive relationship
with consumers.
(Source:- Upchurch, 2018)
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Illustration 2: globalisation

As per above graphical representation it has been understood that globalisation is
maximizing in fastest way due to which company get succeeded in establishing their image at
international market. As a result, it is highly beneficial for overall corporate world because
exchange of goods across the regions is supporting Marks and Spencer towards success and
development.
P6 Difference of four P'S in variety of international contexts
It has been examined that business considerations can vary at global level. Thus, it is
must for managers understand the concepts in much more effective and efficient ways so that
they effectively attain entire set goals and objectives in appropriate time frame (Cavusgil and et.
al., 2014). In context of Marks and Spencer, they have to identify their product, price and
promotional approaches which will helps in evaluating effective working system at global level
market. In this context there are some effective evaluation are as follows: Product: It is important for business organization to offer quality products and services at
global level. Thus, company easily attract larger number of customers in effective
manner. In context of M&S, they going to operate their business at global level so that
they have to serve quality products in froing of customers. Products which is offered in
international marketplace are of high quality and it was design with the help of costly raw
materials for fulfilling the demand of foreign clients. Apart from this, one thing is
determined that goods at global market are not designed because maximum range of
competitors are emerges which enforce company towards proper alteration in goods.
 Pricing: It is also an effective approach which used by company to effectively understand
concept of pricing. In this M&S use penetration pricing policy within their business
which helps in attaining competitive advantage in most effective manner. Cost of goods
are maximizing when company is dealing in international market because transferring of
goods from seller to buyer is being a long process across the seas. Along with this,
company is also considering necessary elements such as; material cost, employees
interest, competitors prices henceforth.
 Promotion:- Marketing of goods or services across the international boundaries is very
much difficult due to the differences in various other factors such as; culture, language,
communication issue and so on. Apart from this, some of the appropriate method of
promotion are; usage of modern tools like advertisement in social sites.
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 Distribution :- Transferring of goods or services from seller to buyer in international
market needs to use different methods for satisfying the clients requirements in a given
time frame. Basically, modern tools of logistics is falls under this tool which is used by
company for their development and betterment. It helps in creating positive relations with
customers by gaining their trust or loyalty.
Thus, it is important for manager to effectively understand all the concepts which helps in
improving performance level of the company. This will directly contribute in attaining set goals
and objectives in appropriate time frame.
TASK 4
P7 Analyse various international marketing approaches organisation may adopt
As per current scenario, most of business organization various marketing approaches to
attain better results at market place. In this context, there are two main marketing approaches
which used by M&S are as follows:
Traditional marketing approach: This approach is used by company from past years.
By using this M&S easily enhance their profitability level at market place. Along with this, it
helps in enhancing overall sales of products at international level (Cavusgil and et. al., 2014). In
this print advertisement, billboards, newspapers and many more are effective tools which helps
in promoting its products and services at market place. Advantages: The main advantage of this approach is to enhance overall success of the
company at market place by promoting its services.
 Disadvantages: This strategy is time and cost consuming which reduce profitability level
of the company.
Modern marketing approach: It is one of the important approach which used by every
business organization because in this number of people are use various technologies. By this
company easily reach their customers and provide them services as per their demands
(Eteokleous, Leonidou and Katsikeas, 2016). In context of M&S, they use this approach in which
they easily enhance their profitability level by servicing quality services to its customers.
 Advantage: This approach helps in saving cost of the company and create customers base.
 Disadvantage: This hypothesis does not define any kind of surety to invite number of
customers towards its products and services.
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Throughout the study of both the approaches it has been understood that above explained
approaches are appropriate as per situational demand. But modern method is much better than
traditional because it aids in controlling the possibilities of mistakes as well as beneficial in
various manner. For example; aids in maintaining the positive relation with clients by connecting
with them through social sites and so on. Hence, it has been understood that company needs to
use methods which are emerges recently for coping with current situations and easily deal with
high range of competition.
P8 Comparison between home and international orientation and techniques of assessing
competitors
According to above information it has been dissected that when a firm anticipates
upgrade its business from household level to worldwide level it is obligatory for them to do
appropriate research of commercial centre so as to think about their opponents and what
approaches they are utilizing to expand offer of items and administrations. For a case: Marks and
Spencer customer is attempting to grow its business in Australia (Vincent and et. al., 2016). In
this way, it will turn out to be significantly more troublesome for customer which was
maintaining its business in thoroughly understood culture. Alongside this, customer can confront
dangers at a radical new place on account of an obscure culture and market. Promoting
methodologies can be better utilized customers by finding what other are following that snatches
consideration of individuals. Major difference between home and international orientation is
discussed as follows:-
Home orientation International orientation
 Conduct in domestic nation only.
 Government policies are same as
previous because business is occurring
in home country only.
 Easy to capture the minds of customers
because company is aware about the
current marketplace.
 Implement in international
marketplace.
 Policies of governing bodies are highly
different from home due to which
company needs to focus on each or
every aspects.
 Hard to create positive relations with
best foreign customers due to language
barrier and so on.
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Hence, it has been understood that both the components are different from each other in
various aspects and deals in distinct way. Instead of all this, some of the major factors which
helps in analysing the competitors are ; their marketing strategy, current positioning, turnover,
trends and so on.
CONCLUSION
From the above report it has been summarized that global marketing is very useful for
company success and development as options get maximized. Along with this main objective of
this assignment is to highlight the need of exchanging foreign goods or services at international
marketplace. Therefore , various factors which must be included while transferring products
from one country to another was explained in above report. In fact, most advantageous things of
international marketing is that Marks and Spencer may acquire maximum opportunities to
increase their company turnover.
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REFERENCES
Books and Journals
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Kotabe, M. and Helsen, K., 2014. Global marketing management.
Felzensztein, C., and et. al., 2014. International marketing strategies in industrial clusters:
Insights from the Southern Hemisphere. Journal of Business Research. 67(5). pp.837-
846.
Knight, J., 2015. Five myths about internationalization. International higher education, (62).
Samiee, S., Chabowski, B.R. and Hult, G.T.M., 2015. International relationship marketing:
Intellectual foundations and avenues for further research. Journal of International
Marketing. 23(4). pp.1-21.
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing Review.
32(2). pp.118-140.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.
Oleson, M.A., and et. al., 2017. Sports electronic training system with sport ball, and
applications thereof. U.S. Patent 9,645,165.
Kanibir, H., Saydan, R. and Nart, S., 2014. Determining the antecedents of marketing
competencies of SMEs for international market performance. Procedia-Social and
Behavioral Sciences. 150. pp.12-23.
Kraus, S., and et. al., 2016. Standardisation vs. adaption: a conjoint experiment on the influence
of psychic, cultural and geographical distance on international marketing mix decisions.
European Journal of International Management. 10(2). pp.127-156.
Cavusgil, S.T., and et. al., 2014. International business. Pearson Australia.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review, 33(4), pp.580-624.
Cavusgil, S.T., and et. al., 2014. International business. Pearson Australia.
Vincent, S.M., and et. al., 2016. Sports electronic training system with sport ball and electronic
gaming features. U.S. Patent 9,242,142.
Online
Kingham, 2016. [Online]. Available through<https://seekingalpha.com/article/3978378-marks-
and-spencers-shares-fall-300p-invest>.
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