This essay analyzes Marks and Spencer from a global perspective, including its strengths, weaknesses, and issues faced at the national and global level. It suggests that the company should focus on innovation, strategic innovation, and corporate social responsibility to overcome challenges such as increased global competition, the outbreak of COVID-19, and economic fluctuations. The essay also recommends that the company shift to the virtual space, increase the use of chatbots, and take advantage of augmented reality, machine learning, and artificial intelligence to enhance its competitiveness.