Medium Term Marketing Plan for Marks & Spencer's Beauty Products in France

This report outlines a medium term marketing plan for Marks & Spencer's premium beauty products in France, including market analysis, entry strategy, and target market segmentation. The plan aims to achieve specific objectives, such as generating profits and strengthening the company's marketing position in France. The report also discusses potential risks and competitive analysis.

New Product
Introduction
and Business
Expansion-
M&S enters
France

Introduction
 The aim of the report would be formation of a medium term marketing plan for
Marks & Spencer, which is premium lifestyle retail and financial services
retailing company based in London, the United Kingdom.
 The report would revolve marketing of the high-end lifestyle product retailing
company (Marksandspencer.com. 2019). The marketing plan would revolve
around introducing a new product into an existing market using an appropriate
mode of entry. Marks and Spencer would seek to achieve several objectives
through the medium term marketing plan.

Problem statement
 The first objective –Generation of profits
 The second objective-Strengthening of marketing position
 The second problem-High cost and losses of entering existing markets
with new products

Relevant criteria(SMART) of the objectives
 Generation of profit and diversification of costs as well as losses-First of all, the
objective of achieving high profits and diversification of costs as well as losses
are specific. Secondly, it can be pointed out that the company can measure the
profit generated and the costs incurred in terms of currency which means that
the objectives are highly measurable. Thirdly, the company can aim to achieve
the target profits and minimize the costs within a predetermined time span like
a year. Thus, the objectives are achievable, realistic and time bound.
 Strengthening market position in France in terms of the newly beauty segment-
As far as SMART elements are concerned, the objective of M&S of establishing
its beauty segment in France qualifies all the criteria. First of all, the objective
which M&S wants to achieve is to establish its beauty segment in France
strongly by competing against the resident players like Sephora. Thus, the
objective which M&S wants to achieve id extremely specific. It can also be
pointed out that the objective qualifies the measurable criterion as well. The
company can measure the increase in the profit generated from the sale of
beauty products. The objective is achievable since the company can strengthen
its market position. The objective is realistic since M&S itself is a global company
with an immense financial strength and customer base. Thus, it would be
feasible for M&S to compete with leading global beauty companies based in
France like L’Oreal. The company can aim to expand its hold over the French
premium beauty market by measuring its profit generated. This means that the
objective is time bound. This means that the second objective of M&S is
compatible in terms SMART criteria.

Initial screening
 Chosen
nations:
 1. Sweden
 2. Spain
 3. France
 4. Canada

Rough market screening
Sweden Spain France Canada
Criteria Positive aspect Negative
aspect/comments Positive aspect Negative
aspect/comments Positive aspect Negative
aspect/comments Positive aspect Negative
aspect/comments
Accessibility
Easily acessible by
across the North Sea.
Accessible through
airports
Has no direct
access to the
Atlantic Ocean.
Airports and ports
are often blocked
due to snow in
winter
Accessible from the
United Kingdom
right across the
Altantic Ocean.
Accessible through
airports
Hilly relief
obstructs land
transport
Has direct access
across Altantic
Ocean and airpors
Extremely low
temperature and
ice blocks transport
Immense area
Extremely cold
climate blocks
ports
Profitability($
) 551,135M Lowest among
the four 1,425,870M Third 2,778,999M Second position 1,711,390M Highest among
the four nations
Market size $ 2,065m in
2019(estimated)
Exports premium
cosmetics to
countries like
France(position
the comparison-
3)
$ 1010.7m in
2019(estimated)
Exports premium
cosmetics to
countries like
France(position
the comparison-4)
$ 7,967m in
2019(estimated)
France itself is a
developed beauty
products market
especially in the
high-end
section(position the
comparison-1)
$7,538m in
2019(estimated)
Developed market
but dominated by
the European and
American brands
to a great
extent((position
the comparison-2)

Risk analysis
PRS Group(higher the
better)
Euromoney(lowe
r the better)
CIPS(lower the
better) Euler Hermes
Sweden 87 1 1 1 (Low)
Spain 78 4 2 1 (Low)
France 76 3 1 1 (Low)
Canada 92 2 2 1 (Low)

Competitive analysis
Product: Premium beauty segment
Product Existing and very high
Competitive Existing and very high
Distinctive Existing and very high
Truly innovative Existing and very high

Fine market screen
 M&S should conduct a market analysis of France using the PESTEL
analysis.
 This would be followed by recognizing appropriate entry strategy and
formation of marketing plan

discussion of potential
segmentation and target
market segment of Marks
and Spencer’s beauty
product
 Growing number of beauty conscious customers in France.
 Women between the ages of 25 and 35.
 Older men and women over the age of 35.
 Young mothers.

Summary
 M&S should enter France with its premium beauty products
 The company should form a marketing plan to market the products
 The business objectives set by M&S should satisfy SMART criteria

References
 Alhassan, A.L., 2015. Income diversification and bank efficiency in an emerging market. Managerial
Finance, 41(12), pp.1318-1335.
 Alon, I., Madanoglu, M. and Shoham, A., 2017. Strategic agility explanations for managing franchising
expansion during economic cycles. Competitiveness Review: An International Business Journal, 27(2),
pp.113-131.
 Amvrosiou, A.F.R.O.D.I.T.I., Theodoropoulou, E. and Mitoula, R.O.I.D.O., 2017. The Study of the Attitudes and
Perceptions of Modern Greeks during the Economic Crisis on the Consumption of Organic Products. Int. Rev.
Soc. Sci, 5(12).
 Bamiatzi, V., Bozos, K., Cavusgil, S.T. and Hult, G.T.M., 2016. Revisiting the firm, industry, and country
effects on profitability under recessionary and expansion periods: A multilevel analysis. Strategic
management journal, 37(7), pp.1448-1471.
 Eaton, J., Jinkins, D., Tybout, J. and Xu, D., 2016, October. Two-sided search in international markets. In 2016
Annual Meeting of the Society for Economic Dynamics.
 Esteves, M.C., Dean, D. and Balzarova, M., 2017. Assessment of building products attributes—A
comparative study between eco-labelled and non-eco-labelled products available in the New Zealand
market. Sustainable Production and Consumption, 10, pp.100-109.
 Faria, C.V. and Jones, H., 2018. A Darling® of the beauty trade: race, care, and the imperial debris of
synthetic hair. cultural geographies, p.1474474019864987.

References contd…
 Forbes.com. (2019). Retrieved 7 August 2019, from https://www.forbes.com/companies/loreal/#6892c46d14af
 Fouilleux, E. and Loconto, A., 2017. Voluntary standards, certification, and accreditation in the global organic
agriculture field: a tripartite model of techno-politics. Agriculture and Human Values, 34(1), pp.1-14.
 Fouilleux, E. and Loconto, A., 2017. Voluntary standards, certification, and accreditation in the global organic
agriculture field: a tripartite model of techno-politics. Agriculture and Human Values, 34(1), pp.1-14.
 Gerhardt, S., Hazen, S., Lewis, S. and Hall, R., 2015. Entrepreneur Options:" Franchising" vs."
Licensing"(Mcdonald's vs. Starbucks and Chick-Fil-A). ASBBS E-Journal, 11(1), p.80.
 Hohenthal, J., Johanson, J. and Johanson, M., 2015. Network knowledge and business-relationship value in the
foreign market. In Knowledge, Networks and Power (pp. 187-224). Palgrave Macmillan, London.
 Johe, M.H. and Bhullar, N., 2016. To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral
control and norms in organic consumerism. Ecological Economics, 128, pp.99-105.
 Jones, G. and Mowatt, S., 2016. National image as a competitive disadvantage: the case of the New Zealand
organic food industry. Business History, 58(8), pp.1262-1288.
 Kestenbaum, R. 2018. Forbes.com. Retrieved 7 August 2019, from https://www.forbes.com/sites/
richardkestenbaum/2018/09/09/beauty-industry-biggest-trends-skin-care-loreal-shiseido-lauder/#
fbeddda69823

References contd…
 Lee, Y.K., Kim, S.H., Seo, M.K. and Hight, S.K., 2015. Market orientation and business performance: Evidence from
franchising industry. International Journal of Hospitality Management, 44, pp.28-37.
 Lernoud, J. and Willer, H., 2017. Current statistics on organic agriculture worldwide: Area, operators, and market. The
world of organic agriculture. Statistics and emerging trends. FIBL & IFOAM–Organics international (2017). Frick and
Bonn, pp.36-78.
 Limnios, E.M., Schilizzi, S.G., Burton, M., Ong, A. and Hynes, N., 2016. Willingness to pay for product ecological
footprint: Organic vs non-organic consumers. Technological Forecasting and Social Change, 111, pp.338-348.
 Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated marketing communications
and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), pp.185-197.
 Marksandspencer.com. 2019. Marksandspencer.com. [online] Available at: https://www.marksandspencer.com/
[Accessed 6 Aug. 2019].
 Meyer, K.E. and Su, Y.S., 2015. Integration and responsiveness in subsidiaries in emerging economies. Journal of World
Business, 50(1), pp.149-158.
 Najafi-Tavani, S., Sharifi, H. and Najafi-Tavani, Z., 2016. Market orientation, marketing capability, and new product
performance: The moderating role of absorptive capacity. Journal of Business Research, 69(11), pp.5059-5064.
 Narayanan, V., 2015. Export barriers for small and medium-sized enterprises: A literature review based on Leonidou’s
Model. Entrepreneurial Business and Economics Review, 3(2), pp.105-123.
 Paull, J., 2019. Organic Agriculture in Australia: Attaining the Global Majority (51%).

References contd…
 Statista. (2019). Beauty & Personal Care - France | Statista Market
Forecast. [online] Available at:
https://www.statista.com/outlook/70000000/136/beauty-personal-
care/france#market-globalRevenue
 Ueasangkomsate, P. and Santiteerakul, S., 2016. A study of
consumers’ attitudes and intention to buy organic foods for
sustainability. Procedia Environmental Sciences, 34, pp.423-430.
 Willer, H., Lernoud, J. and Kemper, L., 2018. The world of organic
agriculture 2018: Summary. In The World of Organic Agriculture.
Statistics and Emerging Trends 2018 (pp. 22-31). Research Institute
of Organic Agriculture FiBL and IFOAM-Organics International.

Thank You