Marketing in Global Context

Running head: MARKETING IN GLOBAL CONTEXT
Marketing in Global Context
Name of the Student:
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Table of Contents
1. Introduction:................................................................................................................................2
Aims of the Report.......................................................................................................................2
Background and Its Importance...................................................................................................2
2. SMART International Marketing Objectives..............................................................................3
3. Identification of Market Entry Modes.........................................................................................4
Selected Entry Mode for Securing Competitive Advantage............................................................6
4. Potential Segmentation................................................................................................................8
Description of the Target Customer Segment............................................................................11
5. Branding and Positioning..........................................................................................................12
Branding.....................................................................................................................................12
Positioning Strategy...................................................................................................................15
6. Marketing Mix Decisions:.........................................................................................................17
Product:......................................................................................................................................17
Price...........................................................................................................................................18
Place...........................................................................................................................................18
Promotion...................................................................................................................................18
Extended Services Mix..............................................................................................................19
Recommendations:........................................................................................................................19
Conclusion:....................................................................................................................................20
References:....................................................................................................................................22
Bibliography:.................................................................................................................................25
Appendices:...................................................................................................................................26

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1. Introduction:
Aims of the Report
The report aims at providing an overview of marketing in the global context for Marks &
Spencer that is seeking expansion into the international markets of Asia for its fashion-clothing
brand post the Brexit.
Background and Its Importance
Marks & Spencer represents one of leading retailer of United Kingdom, known for its
expensive goods of home décor and dresses (marksandspencer.com 2018). The primary markets
of the company are North America and Europe. The company listed in the London Stock
Exchange (LSE) with a high international market position having a net worth of close to $6.8
billion. With the motive to expand and diversify, Marks & Spencer, looks forward to leaving the
home country and enter into the newer markets. The report thus tries to analyze the chosen
destination Asia for the market entry based on the justification and market analysis put forward
in the task one. The report presents and justifies set of SMART international objectives for the
chosen international market. The report also helps in identification and critical evaluation of the
suitable options for the entry modes in the market. The report also tries to portray the best mode
of market entry that will help the organization in gaining a competitive advantage. The report
also tries to focus on the segmentation with a description of the targeted segments of the
customers. The reports help in describing the overall branding of Marks & Spencer in the cross-
cultural setting and thereby establish its positing in the newer market. There is also justification

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of the effective decisions for marketing mix that would help in reaching the target customer
segment and help the company in achieving its branding.
2. SMART International Marketing Objectives
The SMART international marketing objectives for expansion in the Asian Market
include (Czinkota and Ronkainen 2013):
Growth in the Market Share: The Asian country Myanmar since the year 2008 engaged
in the process of democratization and economic liberation that led to the economic growth in the
country. In fact, the country represents the economic frontier of Asia with major potential for
growth. The annual GDP of the country during the period 2009 – 2013 stood at 6 percent. The
expected growth of the GDP for the year 2013 and 2018 stood at 8 percent thereby providing a
scope for the growth of market share of Marks& Spencer by 10 percent in a matter of 12 months.
Increase in the Sales: The consumer sentiments remain among most positive in
Myanmar. Although according to a MasterCard survey, there is a dip in the shopper’s outlook
but the country remain ahead in the South- eastern Asian region. In addition, the country also
shows a higher rating on the last confidence index of the consumers. This helps in providing a
provision for increasing the sales figure of Marks& Spencer by 10 percent within a period of 12
months.
Enhance Brand Awareness: In recent times, Myanmar has experienced various
international brands that has forayed the market with investment in the local processing. Modern
retail accounts for close to 10 percent of the market segment. With the increase in the local
purchasing power, the consumers have larger exposure to the foreign brands through

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international travel and internet although the country requires more awareness with an
approximate population of 51 million. Therefore, the entry of Marks & Spencer will help in
enhancing the brand awareness by 10 percent by the end of this year.
Targeting Newer Customers: Myanmar boosts of the largest population in Southeast
Asia that is expected to rise to 56 million by the year 2020. In addition, the increase in the
customer sophistication and the growing middle class boosted the sales products like fashion
clothing, personal care, beauty and home care products. The scenario helps Marks & Spencer in
targeting the sophisticated middle and upper middle class within a period of 12 months.
Enhance Profit: The rising income in Myanmar helps fueled the consumer spending to
close to $100 billion per year. Consumers increasingly prefer newer brands thereby making way
for Mark& Spencer in earning higher revenue leading to greater profits.
Ensure Cost Control: Marks & Spencer through its entry in the Asian market can
control cost by paying less to the to the workers since the government of Myanmar has a
minimum daily wage of $2.61 which was lesser than $4.07 worker group rates desired at a
specific time.
3. Identification of Market Entry Modes
According to the APM model, the market conditions which Mark & Spencer can choose
to enter includes organic, franchise, joint venture and chain acquisition represented by the four
quadrant of the model.

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Figure 1: APM Model
Source: (Honkova 2017)
Organic Mode: This mode of entry referred to doing business in the foreign markets
through the distributors and the agents (Enz, Canina and Palacios-Marques 2013). This
represented an elementary level of performing the business activities in foreign countries. For
instance, if a software manufacturer of United States exports its products to the UAE via the
distributors and the agents then the arrangement is known as an organic mode of entry.
Franchise Mode: This mode of entry works is applicable for the firms having repeatable
business models that make it easier for transferring them into the other markets (Baena 2013).
There are two criteria for using the model. The first criteria include uniqueness of the business
model along with strong recognition brand recognition. The second criteria involve the scope for
creation of future competition in the franchise.
Joint Venture Mode: There are five objectives followed for undertaking a joint venture
includes, reward / risk sharing, market entry, joint product development, conforming to the