Market Expansion Plan for Marks & Spencer: Analysis of Jamaica, Thailand, and Argentina

MARKETING IN A GLOBAL
CONTENT
Marks & Spencer

INTRODUCTION
 The Intent of this presentation is to increase the
understanding regarding market expansion in
new market for the growth.
 The presentation is based on Marks & Spencer,
which is in search of new developing market
where it can expand its business operations.

OVERVIEW OF MARKS & SPENCER
 Marks & Spencer is one of the famous
multinational retailers of United Kingdom with
head office in London. The company specialises in
home products, food products, and clothing.

SWOT ANALYSIS
Strength
Private Labels
Innovations
Weaknesses
Incapable to Penetrate International
Market
Low Customer Satisfaction
Opportunities
Expansion in Developing Market
Threats
Competitors – Zara, United Colors of
Benetton, and Gap

SELECTED MARKET JUSTIFICATION
 Jamaica, Thailand, and Argentina have been
selected for the market screening because Marks
Spencer have very less or no operations in these
countries.
 Besides this, these countries are economically
stable which offer opportunities to different
companies.

ROUGH MARKET SCREENING
Country Accessibility Profitability Market Size
Positive Negativ
e
Positive Negativ
e
Positive Negativ
e
Jamaica Yes Yes Yes
Thailan
d
Yes Yes Yes
Argenti
na
Yes No Yes
Possible
Criteria
Infrastructure
Company/country ethics
compatibility
UK Relationship
Trade Agreements
Language barriers
Time
Trade barriers
Competitors
(direct/indirect)
Disposable income
Exchange rate
GDP Per capita (wages)
Tax
British product
acceptance
Culture
How big is the
market?
Population size
Innovation
Product preferences
Growth of sector in
country
Culture adaptability