International Marketing Report: Marks & Spencer in the United Arab Emirates

Running head: INTERNATIONAL MARKETING
February 21
2019

INTERNATIONAL MARKETING 1
Executive Summary
The intent of this paper is to increase the understanding of the environment in which a
business operates its activities with the help of different strategies. The paper is discussing
regarding Marks & Spencer, which has executed its operations across the world. It paper has
majorly discussed regarding key operations of the company in the United Arab Emirates,
which reflects that the company has successfully gained the trust of the customers with its
high quality products. However, the company is experiencing a high level of competition
from fashion giants like Zara, UCB, Gap, etc. In order to deal with this, the paper has
recommended Marks & Spencer to change its pricing strategy and develop a different cost
structure that can cover all the customer class with different salary structure. Adopting this
strategy will allow the company to increase its market share as well as sales. Besides this, it
will support in giving strong competition to its rivals in the UAE market.

INTERNATIONAL MARKETING 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Marks & Spencer..............................................................................................3
The mission of Marks & Spencer.......................................................................................3
Macro Marketing Analysis.....................................................................................................4
PESTLE Analysis of Marks & Spencer.............................................................................4
Porter Five Force Framework............................................................................................7
Marketing Mix of Marks & Spencer......................................................................................9
Product...............................................................................................................................9
Price..................................................................................................................................10
Place.................................................................................................................................10
Promotion.........................................................................................................................11
SWOT Analysis of Marks & Spencer..................................................................................12
Strength............................................................................................................................12
Weaknesses......................................................................................................................13
Opportunity......................................................................................................................13
Threat...............................................................................................................................13
Recommendations....................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................16

INTERNATIONAL MARKETING 3
Introduction
Marketing on the international level is very important for numerous companies to attain
success. When business promotes or expands its operations on the global level, they incline
towards increasing their customer base, bottom line, and traffic (Gilligan and Hird, 2013).
Increasing the customer’s number supports businesses in increasing their sales. Developing a
global marketing strategy helps in enhancing the product or service effectiveness. Along with
business development, it is very important for the company to analyze its business
environment where it is operating its activities in order to understand the type of forces
influencing the business operations (Brady, 2014). To do so, the paper is being prepared to
evaluate the factors that are affecting the operations of Marks & Spencer in the United
Kingdom market. The paper is also intended to analyze different marketing strategies used by
the company to overcome those factors.
Overview of Marks & Spencer
Marks and Spencer is one of the well-known retailers of the United Kingdom with around
1,380 stores across the world with headquarter in London. The company focuses on vending
home products, food products, and cloths. Marks & Spencer is listed on the London Stock
exchange. Thomas Spencer and Michael Marks are the founding members of the company.
Presently, the company has around 979 physical stores in the United Kingdom comprising
615 only involved in selling food products (Marks & Spencer, 2019a).
The mission of Marks & Spencer
The mission of Marks & Spencer is to offer aspirational quality to all the customers with the
help of skilled and qualified employees (Marks & Spencer, 2019b).