International Marketing Strategies for M&S

This assignment examines the potential of international markets for Marks & Spencer (M&S). It encourages students to delve into specific marketing strategies M&S could employ to successfully expand into new territories, focusing on increasing sales and market value. The analysis draws upon a range of academic resources and industry insights.

INTERNATIONAL
MARKETING AT MARKS
AND
SPENCER

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1. Analyse the scope and key concept of international marketing using M&S.......................1
P.2. Explain the rationale for M&S to want to market internationally and describe routes to
market they can adopt.................................................................................................................2
TASK 2............................................................................................................................................3
P.3. Evaluate the key criteria and selection process for M&S while considering which
international market to enter.......................................................................................................3
P.4. Explain the different market enter strategies including the advantages and disadvantages
of each ........................................................................................................................................4
TASK 3............................................................................................................................................5
P.5. Present an overview of the key arguments for Marks and Spencer in global vs local
debate..........................................................................................................................................5
P.6. How the product, pricing, promotional and distribution approach of Marks and Spencer
differs at international context....................................................................................................6
TASK 4............................................................................................................................................7
P.7. Explain and analyse the various international marketing approaches Marks and Spencer
can adopt.....................................................................................................................................7
P.8. Compare home and international orientation and ways to assess competition outlines the
implications of each approach for Marks and Spencer...............................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
In this documentation, we will take a look at various kinds of international marketing
approaches which must be adopted by Marks and Spencer (M&S) in order to get sustainable
growth in the market effectively. Furthermore, this study reviews about some opportunities and
challenges that may be faced by M&S while entering into international market. This study also
defines about explanation of different market entry strategies involving some of their advantages
and disadvantages while implementation on the business and their affect as well. Moreover, we
will investigate show the product, pricing, promotional and distribution approaches can be
adopted by Marks and Spencer firm in order to increase their sales in the new international retail
market. There are some of international marketing approaches which may be adopted by the
organisation effectively in order to start their new venture in the new market of the business and
also compare the ways in relation to M&S and make recommendation on how they should
operate in an international context.
TASK 1
P.1. Analyse the scope and key concept of international marketing using M&S
International marketing: International marketing is also called global marketing in
which product and services of the organisations are exported in several new markets in different
nations in order to enhance their business in various different countries in the world.
The key concept of international marketing: In the concept of international marketing
we examine about its potential buyers in different country's markets (Hoppner and Griffith,
2015). It markets various products which can furnish several products and services to their
different-different customers in several countries.
 Setting up price: There are certain set of expectations that individuals have before
making any type of purchases. In this context, it includes price, quality, quantity, etc. It is
important for the business to make appropriate strategies in relation with pricing of the
products as the trust that people have for products and services will be low. In order to
raise the level of trust, price of the product should be kept low so that strong customer’s
base can be developed. More specifically, M & S should analyse the pricing that
competitors have set and according price should be set.
 Delivering products as per customer’s requirement: The preferences of customers when
talking about various countries will be different. It is important for the business to
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conduct market research so that the taste and preferences of people can be identified.
When these are done, then it enables to make changes in the products and services
delivered by the company. Globalisation: Globalisation is a concept in which several kinds of organisational bodies
and institutes make place in different countries in order to expand their services and make
national boundaries economically, technologically, and politically by accomplishing
corporation objectives (Baack, Harris and Baack, 2013). M&S can globalise their
business in order to make international boundaries attach to numbers of countries in
context of raise their sales and market shares in different markets. International business: In international business, organisation can cut down the cost of
exportation and importation of product and services in the best way to make successful
global marketing at different countries. Marks and Spencer can use of international
business concept by merging with American, European, Far Eastern countries several
retail organisations and garment business so that their business will expand globally in
several potential markets.
The scope of international marketing: International marketing which is also known as
global marketing has a wide range of scope nowadays. Every organisation cannot better survive
in international market successfully until they do not have proper internal marketing plain.
 Raising sales and profitability: When business is established in new market, then it
enables to develop strong customers. All these are effective enough to make the business
raise their profitability and sales. In other words, it can be stated that companies get
benefited when business is expanded at international level. Imports: M&S Company must need to import some of their essential products which has
a high selling rate in the country (Zou, and Fu, eds., 2011). The business can purchase
those retail products and then resale to its potential consumers within the country in
respect to increase their sales at internationally.
 Export: M&S can open up various franchises at different-different locations in the
country so that their finalised retail products can be marketed internationally in more
efficient way. This activity of the corporation furnishes extra boost up potential in terms
of increment in their sales and market share in various country across the world.
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P.2. Explain the rationale for M&S to want to market internationally and describe routes to
market they can adopt
The rationale for M&S:
 Main rational for M&S to enhance their business to market internationally is to raise their
sales and profitability. There are many companies that deliver their customers with
similar set of products and services. In order to attain competitive advantage, it is
important to make sure that they have business operations at other countries as well.
 Another rational for M&S is that they want to deliver them products and services to
customers at different countries. These are effective enough to make the business to
develop positive perception within the mind of customers.
 Apart from this, M&S Corporation is focused in raising their market share so that their
sales and brand image will be marketed more efficiently. Once more and more people get
to know about the services and products delivered by cited firm, then enables to raise the
profitability.
 M&S company use several kinds of modes in respect to enter into international market
around the world (Okazaki and Taylor, 2013). The company wants to expanding its
business to utilising approach of formulate acquisition with various big retail brand in the
several countries.
 The company wants to open up its franchises in Germany, Hong-Kong, Ireland, Spain,
Canada, France and Netherlands In order to support their small number of stores in
several countries so that its market value will be increase efficiently at global level.
Routes of market M&S can adopt: Joint venture: Joint venture is the approach in which M&S business can start their brands
with collaboration between another big retail brand in other country in order to work
collectively and individually for accomplishment of desire goals and objectives of
parietal brand. Marks and Spencer can start their joint venture by making collaboration
with Walmart Company which is the US based company (Gilligan and Hird, 2012). They
can increase the sales of the organisation by establishing joint venture retail outlets with
Walmart organisation in several countries in the world so that increment in market share
and sales can be gained effectively.
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 Strategic alliances: Each company wants to gain competitive advantage from
international market in order to compete their competitors in more efficient manner.
M&S can utilising of strategic alliance with other retail companies in various countries.
The business can make strategic alliance with Morrison brand in order to enhance the
numbers of their retail outlets and also adopt innovation which is using by their
competitors for increasing their sales so by these activities M&S could gain more
competitive advantage from strategic alliance approach in the business efficiently.
TASK 2
P.3. Evaluate the key criteria and selection process for M&S while considering which
international market to enter
The key criteria and selection process for M&S organisation:
M&S firm need to have proper evaluation of all the key criteria for enter into
international market to enhance their business. As a marketing manager I take initiate towards
analyse country's key figures such as development and growth of their population, GDP growth
rate of the country. Cited firm is focusing on to expand their business in Chinese market. In order
to do so, there are different aspects that are needed to be considered. In this context, proper
analysis of the market is required to be made so that the taste and preferences of customers can
be identified. I also analysed some legal restrictions and economic activities of the country in
which examine that what is possible legislative norms and some of other operational risks
assessment within the country so that effective business activity can be executed (Kotabe and
Helsen, 2014). Moreover, I prepare a plan in which market system analyse and top competitor of
market is analysed effectively in order to make them more sufficient towards the business. I also
formulate proper customer segmentation in new market in which each demand criteria of all
group customer could fulfil effectively.
Selection process: Country identification: As a marketing manager in M&S company, I must identify the
country by analysing the country's corporate performance in effective manner so that the
company will get generate overview of the international market. In accordance with the
findings made, it is identified that Chinese market will be effective for M&S to make
their business expand. Main reason for selecting this market is that the rate of population
is highest and so that preferences of people towards the firm will also be high.
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 Depth screening: It is necessary part for marketing manager to have depth screening of
Chinese market effectively so that all relevant information can be gathered with the help
of assessment of new market (Jain and Griffith, eds., 2011). I must need to evaluation of
micro and macroeconomic factor of the country so that I will get proper information of
economic performance of China effectively.
 Final selection: Being a marketing manager in M&S, I make effective marketing
strategy in order to enter into Chinese market so look for the situation in which the
company can get more competitive advantage from their new customers in the market.
After examining several countries, I chose Chinese market to be the most suitable one. As
a marketing manager I need to make final decision to enter into international market of
retail sector efficiently in terms of increasing our sales vales at global level.
P.4. Explain the different market enter strategies including the advantages and disadvantages of
each
Licensing: This is well-known method across the world in order to enter into new market
at global level. Licensing is basically an approach in which a country get permit from one
country to enter into its existing market to utilisation of their resources, manufacturing method,
trademarks, and some of other skills and knowledge etc. which provided by country efficiently
(Smith and Zook, 2011). It is as similar as the franchise operational level. Marks and Spencer
firm can use of this strategy in order to efficiently operate their business in several countries
effectively.
Advantage of licensing:
 It contains lower risk for the organisation and it is the good enough way to start its new
venture effectively.
 Engaging with partner companies can formulate more marketing efforts at the workplace
in order to enhancing their sales in new market. It is also taken from partners which is pre existing operating their business effectively and
M&S can get licence from them.
Disadvantages of licensing:
 It has limitation utilisation in the country in which lengthy and complicated procedure is
followed.
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 Prospective outcomes from the new market and manufacturing style might be misplaced
from the industry effectively.
 M&S may get more competition with utilisation of more innovation in the firm.
Joint venture: Joint venture might be the best alternative for M&S organisation in which
they can utilisation of collaborative working approach and share ownership of joint venture in
order to increasing their brand value in various market (Fletcher and Crawford, 2013). It is better
approach than licensing in order to accomplishment of their desired goals and objectives more
effectively.
Advantage of joint venture:
 The major advantage of this approach is that both organisation can equal share their risk
and profitability in order to overcome from over burden on the business. Both partners can utilise of innovative their own experiences in terms of increasing their
sales and service quality in new business venture.
Disadvantages of joint venture:
 The main disadvantages of this approach is that both partners do not have efficient
control on the top management of the business (Murphy, 2010).
 Both partners might have some of their different expectation from the advantages of the
business.
TASK 3
P.5. Present an overview of the key arguments for Marks and Spencer in global vs local debate
Global vs local debate in Marks and Spencer company: Large multinational company
and small business develop pool of skilled in which they can generate flexible way of operation
so that they can increase their sales in more effective manner. When raking about the global
aspect the rate of competition is high when compared with local market. M&S company need to
learn the international culture of marketing in which the organisation can fit out with flexibility
and adopt each critical circumstances of the global market efficiently. Preferences of people will
differ at different countries. In both global and local aspects, management is required to carry out
market research so that they are able to determine the taste and preferences of people. The firm
need to examine all the external environmental factor efficiently at internationally so that their
strength and opportunity can be find out effectively. There is some security concern at global
level which M&S must consider while formulating plan of entering into international market to
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enhance their business activities. In today's rapid growing global marketing M&S company need
to expand their business at global level in respect to face its high level of marketing challenges
and gaining competitive advantage from it effectively (Lee and Carter, 2011). Cited firm need to
make proper analysis of the finance that they have. At global level the rate of investment when
compared with local level is higher. In situations when proper planning is not done, then it can
negatively affect the business. Apart from this, they have to take account of local differences as
well. Marketing manager need to understand which main elements can affect the business in
more efficient manner at local marketing and global marketing level efficiently. Appropriate
marketing mix strategies of M&S organisation can better encompass the strategy of entering into
international marketing. Local marketing also gives potential return by selling its retail product
and services at local level in the country. The organisation may implement some effective
strategies on their business so that desired response can be availed from the market efficiently.
The business needs to communicate their campaign and planning in an effective manner in order
to have promotion of their product and services at global level by using some of marketing tools
and techniques at global and local level in the firm so that M&S will be able to get more success
in the future.
P.6. How the product, pricing, promotional and distribution approach of Marks and Spencer
differs at international context
Product: M&S Company entered into far east market indirectly through purchase of
brooks brothers in 1998 which is affiliates in Japan mainly. In the Japan, Marks and Spencer
have started selling western men's wear garments by establishing various outlets (1Paliwoda and
Thomas, 2013). M&S business can establish their retail outlets in fast east countries such as
Japan and Hong-Kong by collaborative approaches of selling retail products and services in
effective manner.
Pricing: This is the one of the major elements of the marketing mix at international level
and this is one of the factor by which M&S organisation can generate revenue rather than
implying costs. This term must be followed by M&S while enter into Japan and Hong-Kong
country's existing retail market. They can offer lower pricing of their retail products so that
customer will attract towards their product and services effectively.
Promotional: Marks and Spencer need to select its effective marketing strategy carefully
at global level so that efficient advertising and promotional activities of their retail product and
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services could be executed within the firm effectively. The organisation can choose digital
marketing approaches like print media, mobile ads and social media marketing approaches in
order to sufficiently promote their product in Japan and Hong-Kong efficiently. In this way, their
sales can be increased in these countries.
Distribution: Marks and Spencer needs to establish its proper distribution channel in
Japan and Hong-Kong in an effective manner through which they can increase sales of the
business in more efficient manner. They have different types of retail products and services
which are going to be offered to their new customers in these countries so that these potential
customers will utilise the product and services sufficiently (Armstrong, Kotler, Harker and
Brennan, 2015). Proper distribution channel assist the business in order to increase their sales
and market share more efficient manner.
TASK 4
P.7. Explain and analyse the various international marketing approaches Marks and Spencer can
adopt
There are several kinds of international marketing approaches which can be adopted by
Marks and Spencer Company in effective manner in order to enhance their brand value at
international level. Direct exporting: Direct exporting approaches can be utilised by Marks and Spencer
organisation as an international marketing approaches that could increase the sales of the
business at international level. M&S business need to implementation of direct exporting
by which they can direct sell the business in more efficient manner. In this approach
distributor and agents work closely and making their interest in selling retail products and
services in various country across the world (Papadopoulos and Heslop, 2014). The
business need to hire new key staff so that they will help the firm to exporting of their
retail products and services at different-different regions in the country. Franchising: Franchising is an approach in which retail sector get more success by
establishing several franchising set up in various countries at different-different location
so that people will get to attached from it in different manner. Franchises operate for the
business in effective manner and M&S also need to establish their new attractive retail
outlets at various country's major location in which they can generate some of their issues
in more effective manner. With franchising setting up at new location in several
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countries, it will give effective brand promotional exercises within the country so that its
brand recognition level will be raised effectively.
 Joint venture: This is an approach in which M&S needs to establish its proper
distribution channel in Japan and Hong-Kong in an effective manner by which they can
increase sales of the business in more efficient manner. They have different types of retail
products and services which is going to be offered to their new customers in these
countries so that these potential customers will utilise the product and services
sufficiently business can involves to formulate their independently managed organisation
so that both companies work collaboratively in the business in order to expansion of their
business and accomplishment of similar desired goals and objectives. M&S can start their
joint venture with other top retail brands in the international market in order to gain
growth in specific market of the country (Czinkota and Ronkainen, 2013). In this
approach risk and profitability of the business is equally share in order to execution of
their desired goals.
P.8. Compare home and international orientation and ways to assess competition outlines the
implications of each approach for Marks and Spencer Market penetration: Market penetration is the way in which endeavor of increment in the
sales of some specific retail products on some of strategic penetration market in efficient
manner (Terpstra, Foley and Sarathy, 2012). In this term M&S company need to
improvement in their services by utilising the latest approaches of service provision and
innovative technology must be added in their new retail stores so that their retail market
service quality can be improved in more effective manner. Market development: This is an approach in which Marks and Spencer company can
raise their sales volume on some existing retail product and services in the new market.
The firm can advertising of some existing retail products in new market so that their
market sales can be expanded effectively within the business.
 Diversification: This is an approach which must be used by Marks and Spencer
organisation. In this approach, the firm can established new retail outlets at various
country so that their new existing product offering effectively meets to their targeted
customers in effective manner by which Marks and Spence organisation can effectively
assess the competition outlines in international market efficiently.
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CONCLUSION
From the above research, it is concluded that M&S need to utilisation of strategic
marketing approach at international market so that their sales and market share will be increased
in more efficient manner. Moreover, M&S needs to effectively identify their potential market
across the world with the help of international marketing tools and techniques efficiently. It is
also concluded about recommendation of enter into some of essential international market for
Marks and Spencer company in order to raise their sales and market values efficiently. We have
given some of international marketing approaches which must be adopted by M&S organisation
to growth in the new market.
REFERENCES
Books and Journals
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Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing. Vol. 3. Sage.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Fletcher, R. and Crawford, H., 2013. International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Gilligan, C. and Hird, M., 2012. International marketing: strategy and management. Vol. 17.
Routledge.
Hoppner, J. J. and Griffith, D. A., 2015. Looking back to move forward: a review of the
evolution of research in international marketing channels. Journal of retailing. 91. 4. pp.
610-626.
Jain, S. C. and Griffith, D. A. eds., 2011. Handbook of research in international marketing.
Edward Elgar Publishing.
Kotabe, M. and Helsen, K., 2014. Global marketing management.
Lee, K. and Carter, S., 2011. Global marketing management. Strategic Direction. 27. 1.
Meissner, H. G., 2012. Strategic international marketing. Springer Science & Business Media.
Murphy, P. E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management.
Okazaki, S. and Taylor, C. R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review. 30. 1. pp. 56-71.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Smith, P. R. and Zook, Z., 2011. Marketing communications: integrating offline and online with
social media. Kogan Page.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Zou, S. and Fu, H. eds., 2011. International marketing: Emerging markets. Emerald Group
Publishing.
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