International Marketing Assignment : Marks & Spencer

International Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Scope and key concepts of international marketing..........................................................1
P2 various routes to international market they can adopt. .....................................................2
LO 2.................................................................................................................................................3
P3 Criteria for selection when considering which international market to enter. ................3
P4. Approaches to enter international market- ......................................................................5
LO 3.................................................................................................................................................6
P 5 Global vs Local debate.....................................................................................................6
P 6 Product, pricing, promotional and distribution approach in international context:.......7
P8 Home and international orientation and ways to assess competitors outlining the
implication of each approach................................................................................................11
Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International Marketing is the approach which deals with the marketing strategies to
satisfy the different desires and needs of the different people which are across the worldwide
borders or in other words international marketing is involvement of the marketing strategies
more than one country or nation. It is also called global marketing. When launching a product
into the foreign market it can use a standard marketing or also adapt the marketing mix to
suitable for the country It is designed to plan ,promote, price and the direct flow of an
organisation's goods and services to customers that more than one country .this report lay
emphasis on the challenges of the international marketing, various routes to adopt and also
critical evaluation for the adoption of marketing strategies .present report is on the Marks &
Spencer is a British MNC headquartered in Westminster ,London that specially sells the high
quality clothes. it has various other's specialisation such as high-quality home products and also
food products. Present report also highlights the product, promotional.
LO 1
P1 Scope and key concepts of international marketing.
Create peace among the different nations.
Various nations involve with each other for the development and production and also in
marketing. Specially in case of the high technology products which involves the people all
around world. to work together, in addition to this various companies’ employees from all the
countries interact each other. it enables people to meet face to face and this interaction is not only
for the mutual gain related with the business relationship but also the maintaining and creating
personal relationship for the mutual understanding .it leads to the foundation of the global peace,
security and also increase the scope for the international marketing. for example -mobile phones
such as Apple uses manufactures around the world to deliver its individual parts such as battery
is based on china, camera based in united states through Europe and Latin America, glass screen
coring based in united sated and thus i phone can assembled in Taiwan.
Understanding of global marketing
International marketing which is also known as the global marketing has reached an
extent level in today's world. Business can't survive until and unless they don't have any internal

plan for marketing. Globalisation which leads to not stay confine within the borders and can
enter any market (Kotler and et.al., 2015). In addition to this international market has growing
rapidly. It can encourage products internationally.
Benefits and challenges of global marketing
Global marketing is the way to analyse the new business opportunity for expansion any
successful business in UK turns. Globalization creates the opportunities for many countries to
experience economic development and maintained the work systematic more systematically. For
global companies, often referred to as multinational corporations.
Access to new customers is another beneficial goal which better understand the goals and
targets. The company benefited to the company objectives. Global marketing is the good thing
which makes the good opportunity and target that better efficiency and target performance.
Challenges of globalism is the helpful source to better understand the effective learning
opportunities.
Domestic marketing develops into international marketing
In order to expand the domestic market into the higher market goals. However, in some
instances, this stage of the export process doesn’t serve any purpose at all. Export research
planning is another phase that company should required to understand. International marketing
provides the more support the long-lasting goals and opportunities.
P2 various routes to international market they can adopt.
Various strategies that are enables entry to the international market are:
Emerging markets
Emerging markets known as emerging economies in developing companies. Emerging
market have lower than average per capita income. To remain in power and to help their people
leaders of emerging markets. In this term some other changes are also required to be more
competitive and challenging.
Global Competition: This is the term which has been facing by the people to better control the
activities and goals. Besides that, global integration is the opportunity for the company to
overlooked the task into more efficient manner.
Direct exporting- it means that selling directly the product in the international
market .marks and Spencer including various companies can established a sales program turns to

agents and distributors to represent the product in the market .they can work closely as per the
interest of the company .they are the same as the staff members of the company so their interest
and choice can be handled in same way as the employees of the company(Vellas, 2016).
Licensing- it is concerned with the arrangement which is sophisticated and it is not an
easy process. here firm can transfer rights to the use product as well as services to the other
company.
Partnering- partnering is an approach where two or more individuals organise money,
skills and also other resources, in addition to do this they can share profit and loss as according
with the terms of the agreement of the partner. It includes the culture, business and contacts that
are chosen widely.
Franchising- it works with the company which has repeatedly business model that can
be transferred easily into other markets. Two conditions are necessary for the using the franchise
model. The first one that the business model of the company should have unique features and
have strong brand identification that can be used for the international market while the second
one have creating future competition in company's franchise.
Buying a company- to enter into a new market buying in a company in a foreign country
is the most easy way. It is the most suitable entry strategy. Here there is an immediate claim of
the market share and also have the existing customer as well as the brand image .government
also that the company as the local company in most of the cases.
Turnkey projects-here the risk of not being paid is totally eliminated. As These projects
provides services normally a government or to the international financial agency such as the
world bank. Turnkey projects are the projects where the facility is built from the ground level
and turned to the ready for the operation. Turnkey provides the services like architecture,
engineering ,construction and also environmental consulting(Hoppner and Griffith, 2015).
above routes can follow by the Marks & Spencer company
LO 2
P3 Criteria for selection when considering which international market to enter.
Mark and Spencer need to consider following points in mind while doing international
marketing.

To open up the business into the international market this helps to discover the new
opportunity and task. Internationalisation is the competitive business environment which helps to
make over the things into more positive manner. Cultural business task makes the things more
comfortably manageable. Emerging markets is the most competitive term that helps to analyse
the challenging business task.
1. Country identification: M&S need to identify country in which company need to market
its products. Company could do it by undertaking an overview of the country its target
market. Firm need to identify similar countries who share same target market, same
language, similar culture and political situation (Solberg, 2017). This will help company
in making strategies for both the countries and do marketing of their brand in order to
attract new customer base. Company will benefit because its saves time of firm.
2. Preliminary screening: M&S need to evaluate the countries on the basis of economical
and political; factors. By doing this company starts calculating the cost of entry and
marketing cost for its brand. There are various countries who are facing political
instability which may stop company in entering into new markets of will incur huge cost.
It is a most important stage where manager of the company needs to take strategic
decision where cost need to be reduced by entering into new market.
3. In-depth screening: M&S need to screen the selected countries market in order to take
accurate decisions. Company need to do market research to identify the needs, wants,
perception of the customers (Schmid, Grosche and Mayrhofer, 2016). It is beneficial for
company in making strategies for marketing to attract new customers and build their
brand image in the mind of customers. Company need to determine ways to communicate
the product in the market. Also company need to set the price of products according to
the purchasing power of the customers and economical changes.
4. Final selection: M&S need to select the final potential countries. Manager of company
need to develop strategic goals and look for similar countries to make strategies and saves
time and cost. Company further need to take a close view of competitors and evaluate
their strategies to make its entrance better.
Direct experience: This is the most important step in the process where manager of company
need to visit every nation continuously to check whether there are any problem

P4. Approaches to enter international market-
There are various approaches which company can use in order to enter the international market.
This includes the following:
Joint venture- It can be define as the aspect which can be used by company to enter
international market. In this company can come or collaborate with any other firm so as to enter
international market. It is one the most easy strategy as in this company will get clear base to set
up their market. The objectives of the business are not 100% clear and communicated to
everyone involved. There is an imbalance in the level of expertise, investment or assets brought
into the venture by the different parties. Different culture and management styles result in poor
integration and co-operation. There are various advantages and disadvantages of this strategy.
This includes the following:
If Marks & Spencer company opted for joint venture, then they will get the easy base to
set up their market. They have an idea about all the competitors and trends which is going in
market. This can help firm in expanding internationally. Also it has various disadvantage that
there might exist conflict both the firms in joint venture. This can reduce the operational
efficiency and productivity of company or firm(Samiee and Chirapanda, 2019). It can stop the
firm growth.
Advantages – it accesses to new markets.
it accesses to a greater sources.
Disadvantage-Multiple culture as well as management styles leads to poor integration outcomes
as well as co-operation.
Sufficient leadership as well as support during early stages is not provided through partners.
Exporting -Organisation that sell their goods as well as services to the customers in various
other countries, as such products are producing in one country and shipping them in other
country Known as Exporting.
Advantages- it enhanced competitiveness as it provide the exposure to new ides as well as
marketing techniques.
Disadvantage- Transportation risks- while exporting the product there is a ris of theft,loss as well
as damage to product.

Franchising:- This strategy can be used Marks and Spenser in which the company can expand
the market internationally for the rapid growth(Schmid, Grosche and Mayrhofer, 2016).
Franchising helps specially in the repeatable business like food products that can be transferred
to other markets easily.
Advantages of franchising-it supports a national campaign and also prepared for marketing
materials regarding the local campaign.
Disadvantage-There is always a risk in establishing a new business.
Licensing:- The another approach Marks and Spenser can use in which the company can transfer
the rights to another firm in order to use their products and services. This strategy is useful to
Marks and Spencer when the licence purchaser have the wide market share. In the market where
the company wants to enter.
Advantages – it can eliminate the risk for both parties.
Disadvantage-it enhances the opportunity for theft ,piracy for IP.
Contract manufacturing-it is considered a product processing to a third party.
Pros-it allow the maximization of profit through saving of time as well as money.
Cons-less control over the product.
Wholly owned Subsidiary-it consider as a company whose common stock is 100 percent owned
through another company.
Pros-here parent company shares its resources, administrative services as well as marketing
strategies.
Cons- cultural as well as political differences may arrive.
LO 3
P 5 Global vs Local debate
Marketing is the way to introduce the business. It can be promoted locally or nationally ,
all this depends upon the size, nature, geographically reaching and financial position of the
business. Global marketing can be explained as the process of forming marketing scheme of
organization. It is the concept of explore the goods and services which is produced by firm into
the worldwide and arrives to the international community(Penz and Kirchler, 2016). It has
capability to take a firm to the next level in the global market, it is only possible when global

marketing done properly. Example: Marks and Spencer is one of the top global brand which
deals in retail chain of clothing(Kotler and et.al., 2015). Global marketing is essential for those
companies whose deals with the goods and services which have demand in worldwide level such
as clothing, food items and auto mobiles. Such marketing requires a firm which understand the
cost efficiency, control over the customization to meets the requirements of local, national and
international market.
Whereas local marketing refers to the localize the firm in the area where it operates.
Generally it is used by the small business units like restaurants, outlets, stores etc. to promote
their business in a particular location. It is the concept of spreading information in local market
public about the store or particular product. It targets the potential buyers in nearby audiences.
While global marketing targets national and international market's customers.
Local scale area is only a particular city, town(Sinkovics and et.al., 2016). While global
is defined by its name it cover-ups the large scale includes number of cities, or national or
international brand.
P 6 Product, pricing, promotional and distribution approach in international context:
Product policy:
A company who wants to stand in the international market has to must focus on the
product standard and should be given a minimum level performance in the market. Innovation
are much-needed in the global market, products like luxury and high- tech are the common in
international market. There are two strategies included in the product policy in international
market which are given below:
Product standardization: Standardization of product is referred to the product with some changes
such as change in labelling, alteration in packaging of the goods etc. Product with technological
intensity are marked as a standardized goods in worldwide, such goods are plant, machinery,
projectors, microprocessor, heavy equipments etc. apart from this some products are also in
global view like clothing brand “ Marks & Spencer”, Coke, Heinecke and so on(Samiee and
Chirapanda, 2019). Product standardization in global market is very beneficial to the associates
like it focus on the international customers across the world. It targeted on product image in
worldwide and it is pocket friendly in terms of economic scale.

Product adaptation: Adaptation involves making change in the properties of the goods the terms
of conditioning prevailing market. Product adaptation concerns with the change in logo, size,
brand name, symbols and colour of goods as according to culture of particular country. It needs a
huge amount of fund and experience to adaptation. It needs market researches to conducting such
changes. It facilitates in increasing market share and leads to addition in sales.
Price policy: The second marketing mix is pricing, which deals with the management of cost or
selling cost of the particular production in the international market(Hoppner and Griffith, 2015).
The price of goods is depends upon the factors like demand and supply of the product and cost
incurs in manufacturing, market segment. It will also enhance the brand image of the product.
While Mark & Spencer making a price strategies there are many points which have to consider
like brand image, demand, market competitors, nature of buyers and target market. It will
fluctuate from market to market and country to country.
Promotion policy: Promotion means to spread information about the product among the new
customers in intention to influence them to buying such product. For promoting a product on
international market needs strategies like texting messages in worldwide, arrange campaigns in
different regions(Asseraf, Lages and Shoham, 2018). Factors that are needed to achieve such
promotion objective in international market are:
 Experience of international market.
 Analysis the competition of foreign market.
 Cultural factors i.e. religion, language, rituals etc.
 Financial stability to stand in international market. Laws and provisions on promotional activities in different countries.
Distribution policy: Distribution is the activity of providing goods to market at correct time and
correct place. The main objective of this policy is to allocating or distribute the goods from the
manufacturer to final customer(Penz and Kirchler, 2016). In international market goods were
dispatch through one country to another. In this policy the management of Marks & Spencer has
to decide the channel of distribution and mediators in between the process.M 3 Situations in
which Marks & Spencer adapt global or local approach:
Marks & Spencer has to take global approach. It is a approach in which achieve cost
regarding advantages to the firm in international market(Sinkovics and et.al., 2016). It is adopted

when an organization wants to expand there business in worldwide and providing information to
new potential buyers about the existing products. It is suitable for those firms who may deals in
the foreign market. It is adopted when a firm facing strong pressure of cutting down the cost, it
allows Marks & Spencer to sell standardise goods in global market. Such strategies need proper
product and pricing strategies in all over the market and locations.
Marks & Spencer's team has to take decision regarding the degree of standardization and
adaptation its marketing mix(Vellas, 2016). It creates economic scale in packaging and
producing the goods, marketing mix makes an product standard as much as possible in the
international market. They should analysis each market and if any element of marketing mix s
suitable then they were adapting it. The elements of marketing mix are product price, place,
promotion or distribution.
Marketing mix analysis include 4 Ps Regarding to the international market.
Marketing mix includes 4ps – price, product, promotion and place. Price supports the firm to
enhance the brand image of the company and it depends on the demand and supply of the goods
in international market. Promotion facilitates the firm about provide the information to the new
potential buyers and influence them to buy such products it leads to increase in the
proportionality of Marks & Spencer(Sinkovics and et.al., 2016). Product must be delivered in the
minimum time period and give a satisfaction to the customer. Place mean where the firm location
it should be in front of the eyes of the buyers. It is good for the retail business.
P7 Different international marketing strategies that the organisation can adopt
To enter into global market there are several ways for the owners of the business to enter
into new market. The strategies that Marks and Spencer can use are explained below:-
 Direct exporting:- This is the strategy in which Marks and Spencer can use by selling
the product directly into the market through the company's own resources(Samiee and
Chirapanda, 2019). Firstly the company need to organise a sales program through which
it will help Marks and Spencer to turn into the agents that will help company promote in
the market.
 Joint ventures:- This strategy states that it is like partnership which includes the creation
of the third company which is independent. In this approach two companies agrees to do

the business together in the market The product can be geographic and then the third
company undertakes. The profits and the risks are shared equally between the parties.
 Partnering:- This strategy explains that it is very significant approach which can help
Marks and Spencer to enter into the international markets. Partnership is useful to those
markets where the culture that is business as well as social should be different for
entering into the global markets(Kotler and et.al., 2018).
 Greenfield investments:- This approach tells that if the want to enter into new
international markets greenfield can help the company. In this approach the company can
busy land as well as can create the facilities and can operate business as ongoing in the
international market(Penz and Kirchler, 2016).
 Piggybacking:- This approach is unique for the company to enter into the global market.
If the company is having unique product or else service with different quality that the
company sells in wide range in the domestic market itself and that are currently running
in the foreign markets that the company want to find to see if the product will be included
in the inventory for the global business.
 Buying a company:- This is the another approach that Marks and Spencer can adopt is
buying the company(Kotler and et.al., 2015). In this the company can buy markets
regarding the local present company to enter into the international markets. This can be
because the enterprise may have enough market share that are direct competitor with the
company or the government rules(Hoppner and Griffith, 2015). This strategy is most
expensive and determines the value of the firms in the international market. The benefit
of this strategy is that this provides the company immediate status of being as the local
enterprise and the company will get the advantage of local market and strong customer
base and will be treated as a local enterprise by the government.
 Turnkey projects:- This strategy is specific to the companies that provide services like
architecture, engineering as well as environmental consulting. In this projects the
facilities are created from the ground and turned according to the client in that key is
turned then plant is functional(Demangeot, Broderick and Craig, 2015). This is very
good approach to enter into the new international markets because the customers are
government and the projects are financed by the international agency of finance.

 Porters five forces is considered as the competitive analysis and attractiveness of a
market .Mentioned below five forces.
Threat of new entrants- it considers that how easy or difficult for the competitors to take entry
within the marketplace which is examined.
Threat of substitute product and services-it indicates that how customers shift from on product or
services to that of other rivalry (Penz and Kirchler, 2016).
Bargaining power of customers-this forces evaluate the power of the customers and also examine
the effect of price as well as quality.
Bargaining power of supplier-it examine the power of a business's supplier and also have
potential to enhance the prices.
Competitive rivalry- it identifies the currently competition of the marketplace.
P8 Home and international orientation and ways to assess competitors outlining the implication
of each approach
International orientation refers to the intensity of international connectedness of a
enterprise in terms of presence of trade practices like import and export of both goods and
services, investments and the degree of influence and control across borders. International
orientation of enterprises is a basic concept in the description and analysis of globalisation
effects of business dynamics(Asseraf, Lages and Shoham, 2018). Degree and nature of
involving in international business vary widely. There are 4 types of orientations towards
internationalism which are associated with successive stages in the evolution of international
operations. These four orientations are ethnocentric approach, olycentric approach, and eocentric
approach. These stages are assumed to reflect philosophies and goals of the company so far as
international operations are concerned and led to different planning procedures and management
strategies for international operations.
Differences
Ethnocentric- it states that company unable to differentiate among foreign markets and domestic
markets as it applied same techniques in domestic and foreign marketing.
Polycnetric approach- it is a type of global marketing here companies can sell its products as
well as services among the various other countries .it focuses when the company decide to

expand its operations as well as focus on the sales outside its home country (Demangeot,
Broderick and Craig, 2015)..
Standardization- it is considered as a voluntary agreement which are made by stakeholders. As
they promote innovation and also adopt new technologies.
There are various Recommendation on structure of the company in order to achieve marketing
approaches as well as its evaluation
By evaluating the company can for entering into the new international markets.
Franchising is the best and easiest way that Marks and Spencer should use to easily enter into the
international markets. As the culture of the UK and North America is almost same. As Marks
and Spencer should sells the products(clothing) that are based on repeatable model and can be
easily transferred to the global markets. Company should use franchising as an approach the
company is required to consider two things that is firstly, the business approach of the company
should be unique or either the company should have the strong brand acknowledgement that can
be used globally and secondly, the company should create the future competitor within the
franchisee. This can help Marks and Spencer in competitive analysis for the organisation as well
as it creates the brand name for the company.
Marks & Spencer should establish the rule and policies regarding the operations, such
rules making up the culture of business and reducing the overlapping of work. Firm should
distribute the work among the employees clearly it makes them clear about the work and it leads
to increase work efficiency in the business unit. Also, firm has to make conversation among the
department easier it leads to reduces duplication of work within the business.
Conclusion
This report explains the strategies related to the international marketing. It is concluded
that the scope and key concepts of the international marketing which explains different scopes
such ass imports, exports, joint venture. it also adopts different routes such as direct exporting,
licensing, partnering ,franchising, buying a company Turnkey projects. it also concluded that the
opportunities faced by the organisation internationally and also evaluate about the marketing
strategies for various markets such as united kingdom ,china .above report concluded about the
different approaches joint venture which an easy approach in this company get clear base and

setup market. it brought different parties..it can reduce the operational efficiency and
productivity of the organisation .merger and acquisition occurs when two different parties join to
create a new organisation. It summarised about the direct exporting which includes the direct
selling without any interruptions. Also, franchising is also done when a company have unique
features and also have the strong brand identification that can be used for the international
marketing. Company had also faced different political issues such as political atmosphere,
philosophies and also the terrorism factor. Buying a company is also a famous route so that enter
into ac new market in the easiest way as it claims the market share and also have the existing
customer as well as the brand for example government.

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