Strategic and International Marketing Activities of Marks and Spencer

Project 2
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Strategic and International Marketing Activities........................................................................3
Position of the company..............................................................................................................5
International Marketing Opportunities........................................................................................6
Marketing strategy to expand business internationally...............................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
International marketing can be defined as the application of various principles of
marketing internationally in order to fulfil the needs and wants of people (Bianchi and Mathews,
2016). It is also referred to as global marketing. There are various ways for companies to enter
international markets like through exports, licensing, franchising, joint ventures etc. This report
is based on Marks and Spencer which is a British multinational retailer that offers products in
clothing, household and food and beverage segments. The company is more than 100 years old
and was found by Michael Marks and Thomas Spencer in the year 1884. The report critically
evaluates the company's strategic an international marketing activities and the various
opportunities available for it to market its products internationally.
MAIN BODY
International marketing is an important aspect for organisations that operate globally as it
helps them in expanding their operations globally and fulfil the needs of people present in
different parts of the world. It also helps businesses in connecting with world for example new
business partners as well as customers and they also get access to future opportunities.
Strategic and International Marketing Activities
Marks and Spencer has operations in different parts of the world and follows a
competitive pricing strategy for its products in order to remain competitive and gain advantage of
being a market leader. The different strategic marketing activities of the respective company are
explained below with the help of 4Ps of marketing -
 Product – As per the view point of Hitesh Bhasin, Marks and Spencer believes in
manufacturing goods as services that are environment friendly and thus works towards it
consistently (Marketing mix of Marks and Spencer, 2019). The company offers a
diversified portfolio of products ranging from clothing items for women, men and kids,
household products as well as food and beverage items. The products are available in a
wide variety of colours and other options to choose from.
 Price - The respective brand caters to the needs of upper and upper-middle class
segments of the society (Charles and Anderson, 2016). Since the products that are offered
are of premium quality, they are price at high rates as compared to other competitors in
the market. Marks and Spencer follows the strategy of competitive pricing but for some
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