Mark and Spenser Plc: Business Function Analysis

RUNNING HEAD: Strategic Marketing 0
Mark and Spenser Plc
Mark and Spenser Plc
Business Function Analysis
Name of the Student
University Name

Strategic Marketing 1
Executive summery
With the ramified economic conditions and complex business structure, each and every
organization needs to undertake proper strategic program to win over the market. There are
several strategic planning management such as market development, product development and
diversification strategy which could be undertaken by company to win over the market. It is
analyzed that if company wants to win over the market then it will have to implement the proper
strategic program to mitigate the possible business issues. In this report, Mark and Spenser
Company has been selected which will indulged in the product development and market
development strategic program to win over the market. It is analyzed that if company uses the
proper strategic program then it will not only increase the overall turnover but also strengthen the
international brand image of company. The cost leadership and product differentiation strategy
will be the base for the Mark and Spenser to win over the Bulgaria market with its extensive
clothes product offering.

Strategic Marketing 2
Introduction
Business is accompanied with the several set of activities in which various functions are
undertaken to achieve the certain goals and objectives. In this report, various strategic planning
and internal business factors analysis have been undertaken to undertake the business
development strategy. This report divulges how Mark and Spenser will introduce the new
clothing business in Bulgaria market. However, the main challenging part for the Mark and
Spenser would be to lower down the cost of its clothes product offering in market. Company
needs to undertake the proper cost leadership strategy program to win over the market and
strengthen the overall brand image on international level. Company needs to focuses on strategic
alliance which it could take to strengthen the market share in Bulgaria- Sofia determined
approach.
Objective of report
The main objective of this report is to analysis the internal and external business factors
of the Mark and Spenser when it will start up its new clothing business in Bulgaria- Sofia.
This report will cover the all the external factors analysis which would be evaluated by
using the PESTLE tool analysis. After that the assessment of the three modes of the market entry
will be determined on the basis of suitability and associated factors of the Mark and Spenser.
Afterward, the market segmentation strategic program will be analyzed to evaluate the critical
market condition and customization of the products and clothes offered in market. In addition to
this, portal five forces analysis tool will be used to assess the comparative position of the Mark
and Spenser Company in the Bulgaria- Sofia market. However, the main thing which needs to be
covered in strategic program of company is based on the fact that people in Bulgaria- Sofia are
facing the issues of the high price of the clothing products (Monastiriotis, and Alegria, 2011).
Selection of the country
The main reason of selecting the Bulgaria-Sofia is related with its potential benefits
outcomes which Mark and Spenser could have if it sets up its new clothing business in this

Strategic Marketing 3
country. However, increased GDP rate and purchasing power of the clients will increase the
viability of setting up new clothing business in Bulgaria-Sofia.
PESTLE analysis
This PESTLE analysis focuses on assessment of the political, social, environment,
technological, legal and economic factors of the Bulgaria-Sofia which will be undertaken to
introduce new clothing products in market by Mark and Spenser Company. However, in order to
analysis all of these factors below table will be used.
PESTLE points Factors Opportunity or threat Reason and comment
Political factors (This
factor is accompanied
with the government
stability; related
legislative framework;
adopted tax
regulation; trade
restrictions; and
corruption levels;
bureaucracy issues
and implemented
stability of neighbors
(Brink, 2017).
The internet and
service program
implemented
European council
program have been
strengthen in
Bulgaria-Sofia. The
high stability and less
restricted trade policy
program will divulge
the positive part for
setting up the business
(Bettis, et al. 2016).
The less restricted
policies and
international trade
busienss outlook will
showcase good
business opportunity
to Mark and Spenser
Company.
Nonetheless, the new
strategic program and
market development
in Bulgaria- Sofia will
require company to
enter into joint
venture and strategic
alliance with other
organization (Atkin,
Faber, and Gonzalez-
The main reason of
these less restricted
political factors of the
Bulgaria-Sofia is
related to government
strategy to increase
the Foreign direct
investment of
company. It is
observed that
increased FDI is very
much required for the
developing the GDP
of the country. Mark
and Spenser could use
these positive factors
to start up new
clothing busienss in