Strategic Management in Global Context

STRATEGIC MANAGEMENT IN
GLOBAL CONTEXT

Contents
INTRODUCTION...........................................................................................................................3
Internal and external analysis explaining the possible opportunities as well as threats your
client could face within the market..............................................................................................3
Three modes of market entry with justification to most appropriate one....................................5
To what extent should the selected business unit be standardized or adapted............................7
Porter’s generic strategy to explain how your client could gain competitive advantage by
adopting one of the generic strategies in your recommended market.........................................8
Produce a strategic business plan and critically assess how your client could measure its
success in this market and how it could improve in the future....................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Strategic management is the ongoing planning, monitoring, analysis and assessment of all
necessities an organization needs to meet its goals and objectives. Changes in business
environments will require organizations to constantly assess their strategies for success. Marks
and Spencer Group plc is a major British multinational retailer with headquarters in London,
England, that specializes in selling clothing, home products and food products, mostly of its own
label. This report contains issues such as Internal and external analysis explaining the possible
opportunities as well as threats. Three modes of market entry, strategy of standardization and
adoption, porter’s generic strategies to gain competitive advantage and a business plan which
evaluate how they can achieve growth in future.
Internal and external analysis explaining the possible opportunities as well as threats your client
could face within the market
SWOT Analysis
Strength-
Marks & Spencer have a trustful and respectful image in the market. They are known for
their innovative ideas and creative measures that bring they bring into market.
Weakness-
They are not able to achieve success in foreign markets such as some of the Asian and
European markets as they deal only in western goods which limits their variety. Other than that
many of their customers are not satisfied with the service they provide to them.
Opportunities-
Company has the option to enter different categories and segments so that they can target
more audience and deal in more markets. This can be done if they start dealing in traditional and
ethnic wear (Luo and Shenkar, 2017).
Threats-

As company deals on high level it is difficult for them to maintain their operations as they
have to face lot of threats from the existing competitors who plays on their level such as zara,
United colors of Benetton.
Pestle Analysis
Political Factors-
There are some decisions which are taken by government of country which can leave an
impact on business. Due to the political instability and increase in rate of taxes has affected the
rate of growth and their sales are decreasing. Earlier company used to have many benefits in
EC’s agreement of trade as they were able to reduce the cost of sourcing. They work closely with
the government so that they have the insight about the pricing and regulation policies (Ongaro
and Ferlie, 2020).
Economic Factors-
Company has to work up with a strategy so that they can align their objectives with the
concerned rate of inflation. Although due to crisis of economy company had to reduce their rate
of employment which is affecting their image in the market. Consumers are not buying their
products because of less disposable income their purchasing power has reduced.
Social Factors-
Management of Marks and Spencer had to work with new ideas as purchases of
consumers are influenced by cultural, psychological and personal changes in the market. They
deal in fashion line and in order to succeed they have to comply with the changes in trends.
Marks and Spencer deal in high end clothing but now preference of customers have changed as
they want more affordable products because the current trend is to have variety and not everyone
can afford luxury goods (Trigeorgis and Reuer, 2017).
Technological Factors
They have announced a program through which they will become first ever business that
will be digital in serving their customers. Focus of company is building on new models of
operations that help them to remain up to date. It has been possible because management of