Impact of Market Entry Strategies on Emerging Markets: A Case Study of Marks and Spencers

The impact market entry strategies on the emerging
markets: the case of Marks and Spencers

Table of Contents
1.1 INTRODUCTION.................................................................................................................3
1.2 BACKGROUND OF THE STUDY......................................................................................3
Literature Review.........................................................................................................................4
Methodology and Analysis..........................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

The impact market entry strategies on the emerging markets: the case of Marks and
Spencers
1.1 INTRODUCTION
The impact market entry strategies on the emerging market of Mark and Spencer wich
analyse the different factors that can ups and down the company. Mark and Spencer is the British
multinational retailer with headquarters in Westminster, London and it is specialized in selling
high quality cloths, home and food products. It was founded in 1884. It has currently 1064 stores
across the world and operates in over 40 countries and it has 700 plus stores in UK. The main
products and services of this company includes cloths, shoes, food and beverages, alcohol,
financial services, Energy services, home-ware, cosmetics and perfumes. The net profit of Marks
and Spencer is of about millions of dollars and that is why Marks and Spencer is the biggest
company in the world. The focus of Mark and Spencer is to give the high quality products and
services and this is the only reason this company has the large customers base. The functioning
environment of M&S is very strong and it incorporates with helping communities, proper waste
management, recycling of the waste to take out the best and also this company focuses on
Corporate Social Responsibilities which helps the company to be socially accountable. The
company needs some improvement in the competitive advantages and this demands the
improvement in the external factors like social campaign and the company should be upgraded
and active in economical, social and technological factors.
1.2 BACKGROUND OF THE STUDY
Mark and Spencer is the largest multinational retailer of the world and also it is the most
evolving organization in retail sector. In previous years during the expansion in other countries,
the company has been using the native rule but this approach was not successful and this was the
biggest challenge for the company, so the mission of M&S is to stay active and productive in the
competition (Rodriguez, 2019). Mark and Spencer uses various types of modes of entry in new
markets and company believes in opening their own stores for increasing their economy. Mark
and Spencer is now planning to make the Plan A which improves the existing marketing
strategies and this Plan will guide the company by following ways such as Inspiration, In touch,

Integrity and innovation and the organization is working hard to make this plan successful. The
aim of this is to examine and analyse the effective entry marketing strategies such as acquisition,
joint venture that can be adopted by Mark and Spencer to enter the selected markets. The
traditional and the old method of market research just focuses on the macroeconomic and the
other external factors such as political factors etc. but forget to follow the important factors such
as emerging market dynamics and the future growth planning and this is the only reason, the
company flops in their starting stages. The aim of this study is to analyse the impact of the
market entry strategies and also the different factors that can used to deeply study the impact of
the company entering into the market and the barriers that can affect the company productivity.
(Rashid, 2016). The need of this study is to analyse the positive aspects during entering the new
market and sometimes the company cannot understand the market trends and go out from the
competition and this is the only reason the companies do not get the proper growth and results in
the failure.
AIM
The aim of the study if to analyse the impact market entry strategies on the emerging markets in
the context of Marks and Spencers.
Objective of the Study
The main objective of this study includes;
 To analyse the different suitable factors of entry marketing strategies for Marks and
Spencer in emerging markets according to the institutional theory.
 To evaluate the market entry strategies on the sustainability and performance of this
organization.
 To examine the barriers of this company for entering into emerging market.
RESEARCH QUESTIONS
What is the effects of market entry strategies on emerging markets?
Rationale of the study
Every company faces some problems during expansion and also this is the biggest
challenge for the organization is to compete with the existing businesses and this requires a
better and effective strategy to compete with the other marketers. There are several methods
which helps the company to enter into new and emerging markets such as franchising the brand,
direct exporting, partnership, joint ventures, greenfield, licensing etc. and Marks and Spencer