International Marketing, Innovation, and E-commerce

International marketing,
innovation and e-commerce

Contents
Introduction.................................................................................................................................................3
MAIN BODY..............................................................................................................................................3
REFERENCES................................................................................................................................................7

Introduction
International marketing includes the business activities that are designed to direct and
promote the company’s goods and services to the international level and global consumers. e-
commerce comes as a great innovation for the businesses that will helps in promotion and
expansion of the business internationally. Germany is the biggest European market for
international trade that provides a major platform for the trading of consumer products and B2B
products and services. Germany has a great business culture and includes various characteristics
such as business communication, innovations, business etiquette, cost of living, social media
guide and effective e-commerce activities. Marks and Spencer is a multinational retailer
organization and has a great potential to expand their business globally. This report will include
the segmentation, targeting and positioning analysis of the Marks and Spencer in Germany and
report also highlight the ‘glocal’ approach in international market.
MAIN BODY
Analysis of segmentation, targeting and positioning
It is a great strategy that helps the organization to know the customer very well and to
develop or produced a product according to customer needs and requirements. Each element of
the segmentation, targeting and positioning analysis defines the profit measures that will be taken
by the marks and spencer in Germany. For the successfully implementation for the business, an
effective marketing plan plays a crucial role. Segmentation, Targeting and Positioning of the
international market also helps the organization to establish the businesses. The main purpose of
this is to give best guidance for marks and spencer to establish their business in Germany. It also
provides various indications to the company for mission, vision and objectives.
Segmentation
Segmentation means the distribution of the market into various customer group. In the
beginning marks and spencer company should have decided to focus on specific part of customer
group in Germany, by which they can target on the related customer group that can generate
huge profit for the company (Kaur and Singh., 2017). Marks and Spencer should highly consider
its segmentation strategy for Germany. With the help of segmentation strategy company can
identify the different customer base and their behavior for the organization. Segmentation is
helpful for the Marks and Spencer company because it shows the needs and desires to different
group of customers in specific areas.
Targeting
Marks and Spencer should have to maintain various market oriented goal in their
business, that will helps the business to maintain sustainability in the Germany market (Bot,
Campion and Ecker., 2016). According to the potential and size, the Marks and Spencer
company needs to decide a main objective and target. By the analysis of treats and opportunities