International Marketing at MARKS And SPENCER INTRODUCTION 1 TASK 11 P.1

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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