Strategic Marketing

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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