Marketing in Global Context: Market Screening of Myanmar, Mozambique and Venezuela for Marks & Spencer

Running head: MARKETING IN GLOBAL CONTEXT
Marketing in global context
Name of the student
Name of the university
Author Note:

1MARKETING IN GLOBAL CONTEXT
Introduction:
Marks & Spencer is the British multinational company which is seeking to expand
outside Europe, its traditional market. The British multinational company is as a result required
to expand in the emerging markets of Asia, South America and Africa in search of new markets.
The retailing company would be considering three countries namely, Myanmar, Mozambique
and Venezuela.
Context:
M&S is seeking to expand beyond its traditional market of Europe to search for new
markets and consumer bases. The home country of the retail company, the UK is looking
forward to leave the European Union which means it would have to enter new markets. This
would require the retailer to enter new emerging markets to diversify its expenses post Brexit.
Aim of the presentation.
The aim of the presentation would be conducting a market screening of the three chosen
markets of Myanmar, Mozambique and Venezuela. The retailer would enter the most appropriate
market at the end of the screening with the help of its designer premium wear as the chosen
product in the initial stage.
Reason for expansion:
The reasons for expansion of M&S into new markets are the need to diversify its
expenses post Brexit and search new sources of revenue.

2MARKETING IN GLOBAL CONTEXT
SWOT of Mozambique, Venezuela and Myanmar:
SWOT analysis of Mozambique:
Strength:
1. Emerging African economy.
2. Strong international relationship with Europe and America.
3. Member of international organizations like the African Union.
Weakness:
1. The country is poor.
2. Suffers from high level of corruption.
3. Suffers from politically unstable.
Opportunities:
1. Economic reforms by government to revive growth.
2. FDI from foreign countries.
Threats:
1. Low level of technological development result hinders development of industries.
2. Terrorism
3. Lack of technological development means low data protection.
SWOT analysis of Venezuela:

3MARKETING IN GLOBAL CONTEXT
Strengths:
1. The nation is a part of the emerging market of South America.
2. Has strong international relationship with the other South American countries.
Weaknesses:
1. The nation is politically unstable.
2. The GDP of the country is low, though showing an upward trend.
Opportunities:
1. The government of Venezuela is making economic reforms to attract FDI.
2. Increasing population can provide new markets for goods and services.
Threats:
1. The nation is experiencing threats due to high corruption and internal violence.
2. Criminal activities are rampant in the country.
3. Since the country is weak economically, most of the people are poor.
SWOT analysis of Myanmar:
Strengths:
1. Myanmar is far more politically stable.
2. Close to the other booming economic giants of Asia like China.