This research proposal outlines a study examining the changes in marketing strategies employed by companies during global business expansion, using Marks and Spencer as a case study. The proposal defines the research objectives, which include understanding globalization, analyzing the role of marketing in international expansion, determining necessary changes in marketing strategies, and recommending best practices for Marks and Spencer. The research will utilize a deductive approach and a descriptive research design, incorporating qualitative research methodologies. Data collection will involve both primary and secondary sources, with random sampling employed for data gathering. The proposal details the activities, timescales, and methodologies to be used, including literature reviews, data analysis, and the submission of the project. The study aims to provide insights into adapting marketing strategies for success in global markets.