Strategic Marketing for Mark & Spencer in Austria

Strategic Marketing

Executive Summary
Strategic marketing relates to a critical analysis system which affects a firm's work on
different potential factors. To improve their productivity and broaden their market share, these
tactics are essential for companies. The main agenda of the file is to know about Strategic
Management in detail which can help business organisation to do proper planning and plotting
for accomplishing the goals of an organisation. Here, PESTLE will help to determine about each
and every external factor which can guide that how any of the company is needed to perform by
looking at the external factors as they are very crucial. Secondly, detail knowledge about the
process of entering into the new market can be crucial because it will help business organisation
to do planning and plotting. Market Segmentation and effective use of Porter’s generic model
can be crucial because it will help company to achieve the long term objectives.
Table of Contents

INTRODUCTION...........................................................................................................................4
OVERVIEW OF THE COMPANY................................................................................................4
MAIN BODY...................................................................................................................................4
PESTLE analysis....................................................................................................................4
Critically assess three modes of market-entry that could be suitable to your client. Out the
three options, make a recommendation with justification as to the most appropriate one.....7
Applying the concepts of market segmentation and targeting critically evaluate the potential
target market of your client....................................................................................................9
Applying Porter’s generic strategy, explain how your client could gain competitive advantage
by adopting one of the generic strategies in your recommended market.............................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing is the process of planning, developing and implementing marketing
tools and techniques so that a large number of customers can be attracted towards the company
products and services so that competitive advantage can be achieved. It is a long-term forward-
looking approach with the fundamental goal of achieving sustainable growth in the competitive
market. Marks and Spencer Group plc is a British retailer company which deals in high quality
clothing, home products and food products. The headquarters of the company are in London,
UK. The company is thinking about introducing shoes as their new products to be offered to
customers in market of Austria. This report is based on the marketing strategies that should be
used by the company so that competitive edge can be gained in the market along with using
certain theories and frameworks. Also, PESTLE analysis will help them to understand that what
are the opportunities and what can be the biggest threat while expanding the business to new
place.
OVERVIEW OF THE COMPANY
Mark & Spencer is the famous company in UK which has been delivering the number of
services to their customers. It was established in the year 1884 and it headquarter is in London,
United Kingdom. In present scenario, it has been delivering its services throughout the world.
The founder of the organisation was Michael Marks and Thomas Spencer. Although, it is 135-
year-old company but still it is providing the services to its customers which they are expecting
from the company. Almost 80000 employees are working with the company which shows that
how successful this company is in present time (Chernev, 2018)
MAIN BODY.
PESTLE analysis
PESTLE analysis is a strategic management tool that is used by companies so that the
effects of external environment can be analysed which helps the company in formulating