Strategic Marketing

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Strategic Marketing

EXECUTIVE SUMMERY
Present report include strategic undertakings of Marks and Spencer and research analysis
that has been done to ensure successful expansion of country in the marketplace of Angola.
Pestle analysis, Market Segmentation and Porter’s generic strategies are some of the strategic
measures with the help of which organisation can ensure smooth and effective functioning. This
assignment is based on Marks and Spencer which is one of the best British multinational retailer
organisation within UK. Company is looking forward to expand their business operations in
marketplace of Angola with their new Shades, a range of hosiery specifically designed for darker
skin tones. To do this expansion of business they are needed to focus on micro and macro
environment of market together with liable to produce particular framework to gain competitive
scenario.

Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Overview of an organisation..................................................................................................4
External Analysis of an organisation......................................................................................4
Market-Entry options..............................................................................................................7
Market Segmentation..............................................................................................................8
Porter's generic strategy........................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic management is ongoing planning, evaluation, assessment, monitoring and
analysis of the activities and functions that are essential for an organisation in order to fulfil
goals and objectives in a well defined manner. With the help of this, firms are liable to make
particular plan and take better decision to achieve targeted goals and objectives. This
management mainly involves business execution, leadership and management skills (Ansoff and
et. al., 2018). All these assorted plan and skills used by manager of firm in order to achieve
targeted goals and objectives towards company. Furthermore, assignment is based on Marks and
Spencer which is known as British multinational retailer and headquartered in London, UK. It
deals with numerous food, clothing and home appliances products. Organisation is planning to
expand their business operations in marketplace of Angola with their new Shades, a range of
hosiery which is specifically designed for darker skin tones. For this, there are SWOT, PESTLE
analysis will be discussed. At last, market segmentation, market entry option and porter's generic
strategies will get covered to know overall situation of other country's market.
MAIN BODY
Overview of an organisation
Marks and Spencer is one of the leading British retailer brand that always bringing
different types of quality of clothes, great value of food across the globe. Therefore, through
applying so many extra ingredients in their food they are able to sale its food at high quality
which is known for their innovative credentials and freshness (Ginter, Duncan and Swayne,
2018). Along with this company have 1,400 stores globally and over around 50 websites. So the
main aims and objectives of this brand is to attract large number of customers through delivering
effective performance. So that they are able to build strong relationship with its customer's in a
perfect way.
External Analysis of an organisation
Macro Environmental analysis
It is always considered as a best to identify several kind of external environment which
directly influence overall operations and functions of firms in both positive and negative manner.
This is very effective factor to analyse overall impact on firm externally. Therefore, it is
considered as a key element in order to make plan of action appropriately. In order to define
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external environment analysis, administration of Marks and Spencer is able to use PESTLE
analysis to control and monitor environmental factor which influence respective firm's functions
during expansion market within Asian countries, mentioned below:
PESTEL
It is known as specific framework with effective tools which is mainly utilised through
several firms and organisations in order to describe overall factors of external environment
(PESTEL Analysis, 2016). Within Marks and Spencer it has heavily impact on them, those are as
follows:
Figure 1: PESTEL Analysis, 2016
Source: PESTEL Analysis, 2016
Political factor: This factor plays significant role within the Marks and Spencer in order
to identifying several factors that have impact on this brand while expansion of their business
within Angola. This factor play key essential role for entity if they are making their entry into
new marketplace. It has been seen that country is having political stability as in every five years
elections takes place. Thus, Marks and Spencer will face less change of risk as there is less legal
rule as well as regulation in country. As Angola is a republic country thus Marks and Spencer
will find an ease to ensure successful expansion in country marketplace.
Economic factor: Angola is counted in one of the fastest developing economic country.
It has been identified that with strong government policies as well as treasure of national
resources country have measured significant increase in their GDP. Further it has been
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determined that Angola ranked on 1st position in industrial production growth. Thus, Marks and
Spencer by taking advantage of all these factors can effectively able to ensure their success in
country marketplace.
Social factor: Angola is considered as a country of young individuals. Thus, this depicts
that majority of population in country is open towards modern values, beliefs and methodologies.
Thus, there a wide scope of Marks and Spencer to offer their new product ( Shades) in
marketplace of country while ensuring maximum attention of customers.
Technological factor: It is one of the most important factor with the help of which an
organisation can effectively able to offer products and services as per current trend while
ensuring maximum satisfaction of customers. It has been analysed that Angola still lacks in
technology and innovation (Certo and et. al., 2016). This makes government to persuade all
leading multinational organisation to initiate their business in nation. Thus, there a huge scope of
Marks and Spencer to establish their business in country by attracting customers towards their
technological advancements.
Environmental factor: It has been seen that Angola is is having adequate sum of natural
resources thus, Ministry of Angola ensure that all the form of organisations conduct their
services in environmental sustainable manner. Thus, for this it is essential for Marks and Spencer
to ensure that they conduct their functioning while taking advantage of renewable natural
resources. With the help of this company can ensure effective brand positioning in marketplace
of Angola.
Legal factor: Labour cost, availability of labour, labour laws and more are some of the
legal laws and legislations that can affect organisational operations and profitability. While it has
been seen that Angola is having cheapest labour forces around the globe, while there are
different types of government policies as well as measures that are duly framed by government
and are required to abide by organisations. Thus, it essential for Marks and Spencer to ensure
that they have abided all the legal legislations and measures. This will stimulate them towards
efficient success of their expansion plan in country.
It has been analysed that, there are different types of opportunities as well as threats that
can be faced by Marks and Spencer during the process of expansion in Angola. It has been
analysed that company may find difficulties in technological expansion for this it is essential for
company to undertake use of strategical measures and coordinate with other IT industries in
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country. In addition to this, company is also required to undertake environmental concerned
strategies as well as measures like CSR, less carbon footprint and more as to effectively
stimulate their plan of expansion in best effective manner.
Market-Entry options
There are different types of market entry options like Licensing, partnership, Franchising,
joint ventures, strategic alliances, FDI and more. With the help of all these measures organisation
can make their entry into new market place. There are numerous variety of ways by which an
organisation can easily enter into new market. Therefore, direct export is considered as one of
the best unique strategy within the marketplace in order to gain support from them to
manufacturing goods and services in a perfect way. It mainly includes tariff rates, degree of
adoption and so on. There are several strategies to enter in new market and followed by Marks
and Spencer, mentioned in beneath:
Strategic Alliances: It is termed as a agreement among two or more parties in which
they have mutual consent towards an objective. It always based on short term goals which
involves agency, entity and corporate that all are associated with relationship. On the other side
there are two types of firms are considerable that form a strategical alliance in order to achieve
same goals and objectives. Therefore, this type of new enter mode can easily develop unique
relationships between firms and parties so that they can achieve its targeted goals. With the help
of this market entry measure Marks and Spencer can make strategic alliances with other entities
and firm in Angola and can ensure their sustainable growth.
Merger and Acquisitions: These are mainly termed as transactions in which company's
ownership and many more firms operates their overall functions and operations in a perfect way.
On the behalf of strategical management M&A can easily allow firm to increase their growth and
bring changes as per the environmental condition. It also helps companies to achieve competitive
advantages within current scenario. If talked about legal point of view, a merger refers to the
consolidation of two entities within one, on the other side acquisition happen when one business
firm takes ownership from another one. With the help of this market entry mode Marks and
Spencer can operate their business while merging with other established organisation in Angola
and can duly ensure successful growth.
FDI: It refers to the Foreign Direct Investment which is considered as an investment and
prepared through a particular firm or an individual into the one country with huge interest of
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business which is mainly situated in another country. Therefore, FDI mainly takes place when
people who invest money towards overall foreign business operations and assets within the
foreign organisations (Karadag, 2015). By undertaking this measure into account Marks and
Spencer can open subsidiary and other associate company in Angola and can engage in the
process of merger with well renowned operations in country as to duly ensure successful
expansion in nation.
As per the above mentioned report, it has been analysed that in order to expand their
business operations in Angola Marks and Spencer by taking advantage of strategic alliances and
effectively ensure more growth. As with the help of this market entry mode company can able to
gain new client base while building valuable intellectual capital. In addition with this, this market
entry more provide less risk with the help of which company can effectively able to ensure their
success. Along with this it has been identified that company may face difficulties in
technological aspects thus, with the help of this measure Marks and Spencer can effectively able
to have access to new technologies, IP rights, market operations, less administrative costs R&D
resources, improvised material flow and more. Thus, with the help of strategic alliances company
can effectively able to ensure their successful expansion in Angola.
Market Segmentation
Market segmentation refers to the process of dividing a market within its potential
customers into several groups along with based on several characteristics. Therefore, this type of
segment mainly develop consumers who will respond to the different types of marketing
strategies and who are able to share its traits like needs, locations and interests. So that market
segmentation makes it easier for marketers in order to personalize their overall campaigns of
marketing. In order to best target of market always comes from the several group of members by
which marketers can easily use their time, resources and limited fund in order to target best
consumers or an individual in better way. So group of similar consumers always allows
marketers to target particular audiences within the cost effective manner. Market segmentation
also able to overcome unsuccessful and ineffective marketing campaign from the firm. When
market segmented on the market based on key elements and personalize their overall strategies
on the behalf of accurate information, so that there is high chances of getting successful goals.
Therefore, it is easy for marketers to use these sorts of process within segmentation in order to
prioritise their target audience from the market. On the other side, if sort of segmentation shows
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that people would be more preferring to buy a goods than others, marketers are able to provide
better attention to them and resources as well. So it is one of the better thing which is done by
marketer before forming their entire goods and processes within marketplace (Noe and et. al.,
2017). For this there is STP model which is used by Marks and Spencer in order to get
successful goals within Asian countries in order to provide their unique goods and services, those
are mentioned below:
STP: It is mainly termed as a process in which market split into small groups in order to
identify appropriate target markets. With the help of this modern marketing techniques
organisation can effectively able to identify target market for this product. With the help of this
technique Marks and Spencer can effectively able to target their customers as to ensure success
of their expansion. As company is going to launch their business in marketplace of Angola, with
their new product Shades, a range of hosiery specifically designed for darker skin tones. For this,
they have been selected STP model whereas, S stand for Segmentation, T for Targeting and P
stand for Positioning. With the help of this model they can easily identify their opportunities and
able to achieve their goals successfully.
Segmentation: In this stage Marks and Spencer is required to divide their customers as
per according to different groups as per in accordance with their characteristics and needs. It has
been identified that Marks and Spencer undertake use of different approaches as to ensure that
they effectively fulfil expatiations of customers in Angola. Further this has been evaluated that
company mainly target age group of each and every customer and further divide them on the
aspects of demographic, geographic, psycho graphic and behavioural factors. With the help of
this company can effectively able to fulfil need and demand of customers of every age group.
Targeting: In this step it is essential for company to identify which form of segment they
need to target. In this it is essential for Marks and Spencer to evaluate numerous factors like
effectiveness and profitability of each and every segment and further analyse growth of every
segment in order to undertake strategic measures to fulfil need and demand of each and every
base of customers.
Positioning: In this last step of model, Marks and Spencer is able to positioned itself
within Angola, as country is offering good opportunities at marketplace in which customers are
able to willingly pay for this brand. Therefore, it is easy for respective firm to set their prices as
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per consumers so that they can build strong image itself within consumer's mind in an effective
manner.
Porter's generic strategy
In helps to evaluate those factors which directly influence internal factors of an
organisation or business industries. There are large number of factors that influence overall
decisions of firm and strategical ideas of business in a different ways (Moutinho and Vargas-
Sanchez, 2018). In order to launch business within another country it is necessary for Marks and
Spencer to evaluate all factors via Porter's generic model it includes 5 stages, those are going to
be discussed below:
Cost leadership strategy
In this one of the most important focus is towards offerings products as well as services
in affordable price range as to attract large base of customers towards organisational offerings.
Thus, it becomes essential for Marks and Spencer manager to ensure that they provide their
services in affordable price range. This will duly help them to attract maximum number of
customers that further aid them to increase overall organisational profitability in best effective
manner.
Figure 2: Porter’s Generic Strategies, 2020
Source: Porter’s Generic Strategies, 2020
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Differentiation strategy
This strategy is mainly focused towards offering unique services and products to
consumers that are not provided to them by any other entity in same industry. Main aim of
differentiation strategy is to attract customer's attention with unique offerings of organisation.
Thus, with the help of this strategy Marks and Spencer manager can attract large base of
customers. In this, it is essential for company to offer customers with unique product and
services that duly attract them towards entity offerings. With the help of this company can ensure
long term sustainability in marketplace of Angola and can further satisfy needs and demand of
customers in well defined and effective manner.
Figure 3: Porter’s Generic Strategies, 2020
Source: Porter’s Generic Strategies, 2020
Cost Focus
In this strategy organisation is required to offer their products and services at affordable
price range. With the help of this they can effectively able to gain more competitive
advancements as per compared to their competitors. For this, it is essential for Marks and
Spencer to have their focus towards their strategy and offer their products and services at
competitive price range. With the help of this company can effectively able to attract large base
of customers. In addition to this, it has been identified that as to ensure success of expansion in
Angola, Marks and Spencer is required to conduct well defined research in order to evaluate their
price band of competitors and offer their products at competitive price range. This will help
company to ensure long term sustainability in marketplace.
Differentiation focus
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This strategy is mainly focused towards offering differentiated products as well as
services to their customers in specific zone (Karadag, H., 2015). In relation with Marks and
Spencer, this has been evaluated that manager of company can opt for differentiation focus by
offering their customers with different types of additional benefits. With the help of this
company can effectively able to retain their customers for long term and can further ensure long
term sustainability and profitability.
As per according to the above mentioned discussion, it has been analysed that Marks and
Spencer manager can take advantage of cost leadership strategies in order to facilitate their
expansion in Angola. With the help of this strategy company can gain benefit in terms of low
cost of operations that further lead company towards maximum profitability in marketplace.
CONCLUSION
According to the above mentioned report it has been analysed that, strategic marketing is
one of the effective tools which is used by so many organisations in a proper manner. With the
help of this tool they can make their goals with huge target market and able to achieve
appropriate objectives in a perfect way. In order to launch new product and business in another
country can be difficult for firms, but by having this type of strategic marketing that generally
helps to analyse overall situation environment through conducting micro-macro analysis firm can
easily get idea about another country and able to follow other country's rules and regulations in a
perfect mode. Therefore, it is necessary of organisations to follow all these sorts of strategical
tools in order to come in another market towards expansion of business.
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Online
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https://www.business-to-you.com/scanning-the-environment-pestel-analysis/
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