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Strategic Marketing in M&S

   

Added on  2020-10-22

12 Pages3650 Words438 Views
Strategic marketing

EXECUTIVE SUMMARY Strategic marketing refers to identification of one or more than one of sustainablecompetitive benefits company has in market its services, resources allocation for exploit them. Itis a necessary aspect that gives opportunities to large as well as small business in order to expandtheir opportunities in to other or new countries by effective frameworks. In context to attain thegrowth, it is necessary to provide various aspects for an instance various market entry, PESTLEanalysis, targeting, market segmentation etc. Marks & Spencer is retail company and it hasaround 979 restaurants in all over world. This company wants to expand its business in Qatarcountry and for this PESTLE analysis will be helpful in determine affect of the external factorson operations. Through doing the PESTLE analysis, company can determine opportunities andthreats. Main modes of entry helps for company to enter in to new country or market consistsMerger and Acquisition, strategic alliance etc.

Table of ContentsEXECUTIVE SUMMARY ............................................................................................................2INTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................1Overview of company............................................................................................................1PESTLE analysis....................................................................................................................1Market entry options...............................................................................................................4Market segmentation and Targeting.......................................................................................5Porter generic strategy............................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

INTRODUCTIONStrategic marketing is a way in which company differentiates itself from its rivalsthrough capitalising on its capabilities in order to given effective value to consumers ascomparison to its competitors. Company use the strategic marketing to develop plan for betterreach at consumers and fulfil their needs while enhancing productivity and profitability. Thispresent report is based on Marks & Spencer company and it deals in luxury food products,clothing and home products etc (Wilson and Gilligan, 2012). The main aim of this company is toopen its new business to gain the high market share and enhance profit level by providing shoes.Under this mention report mention about the PESTLE analysis to examine the possible threatsand opportunities. There will be discuss about the different modes of the market entry to enter innew market. TASK Overview of companyMarks & Spencer is a British Multinational retailer company in London. It wasestablished in year 1884 and specialised in selling of home products, luxury food items andclothing. Now, this company also started to sell the branded products such as Kellogg's CornFlakes. At present, it has around 979 stores across United Kingdom involving 615 only sell thefood items. Now, management decided to expand its business in the Qatar country with a motiveof earning profit. The total population of Qatar is 2.6 million and this country has highest percapita income in all over world. Strategic planning is to be complete as it is necessary aspect thatconsist activities concerned to planning regarding future strategies. In order to expand newbusiness, Marks and Spencer decide to sell attractive shoes for females.PESTLE analysisFor better introduction of the new product of Marks & Spencer, it is necessary to examinethose factors which are present in external environment with negative and positive impact. It hasmore importance in identify threats and opportunities to gain more benefits of favourableconditions for better establishment of operations and activities of business. PESTLE analysis is aframework of the macro- environmental factors which are used in environmental scanningcomponent related to strategic management. Under this, PESTLE Analysis of Qatar mentionbelow:1

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