Report on M&S: Global Strategy, Nigeria Market Entry and Analysis

This report provides a comprehensive analysis of Marks & Spencer's (M&S) global strategy as the company considers expanding its business into Nigeria. It begins with an overview of M&S's current global operations, highlighting its presence in approximately 60 countries and its online reach in over 100 countries. The report then delves into the strategic considerations for entering the Nigerian market, utilizing Porter's Diamond model to assess the competitive landscape and identify key factors for success, including firm strategy, factor conditions, supporting industries, and demand conditions. Furthermore, the report explores various international strategies such as international, multi-domestic, global, and transnational approaches, evaluating their suitability for M&S's expansion plans. A detailed country analysis of Nigeria is conducted using the PESTLE framework, examining the political, economic, social, technological, legal, and environmental factors that could impact M&S's operations. The report also discusses different modes of entry into the Nigerian market, including licensing and franchising, and exportation, weighing the advantages and disadvantages of each approach. Finally, the report touches upon potential issues that M&S might face and offers possible solutions to ensure a successful market entry.

Global Strategy

Table of Contents
Global Strategy............................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Porter's Diamond..........................................................................................................................3
International Strategies................................................................................................................4
Country Analysis.........................................................................................................................5
Modes of Entry............................................................................................................................7
Types of issues in any organization.............................................................................................8
Solutions......................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Global strategy in the organization refer to the three stages which is genially
described the multinational, international and global strategy. This strategy helps the
organization in order to achieve the objectives and goals of the business. This report includes the
information about the company Mark & Spencer which is a British multinational company, and
they deal in a clothing and home products. Company currently operates in approximately 60
countries, and they handle 45 online websites in different regions, more than 100 countries they
deal with (Shvetsova, 2017). The M&S net worth is $6.29 billion. Now, the M&S company
wants to expand their business in Nigeria which is a n African country. Apart from this, report
includes the information about the company and their market data also include the Porter's
diamond model for performance management of the organization more attractiveness of the
organization this evolves the PESL analysis.
MAIN BODY
Today, in business society it is important and necessary to focus on the growth of the
companies as there is a huge competition in every sector. In this modern era, most of the
organizations has to utilize the HQ revenue strategy. HQ market data is a software that process
and visible correct form of the market data which includes competition and operations. It is a
market intelligence offer powerful and inbuilt tool for the professional revenue management
from which an organization can make an accurate cost decision. This intelligence group of
people supply the high quality information about the online market ups and down, prices,
competitions and all essential strategies and models to create a better growth of the firm. Apart
from this, there are basically five major objectives from which an entrepreneur feels motivated
and leads them to be a successful businessman such as flexibility, team work, control, legacy and
especially economy and wealth. In business market it is important to analyse the competitor
activities and their approaches of the consumers. In this report, to understand and analyse the
competitor strategies applying porters diamond model to justify the performance of the company
that can be an international firm. As it is mentioned above Marks and Spencer who is fashion
retail organization, recommending porter's diamond model to make a comfortable growth in a
global market.

Porter's Diamond
Firm strategy and Rivalry: The first type of this model is firm strategy and rivalry which
indicates the company products, efficiency, customer services, offers that approach consumers,
production ideologies and what challenges they need to face out (Deng, Yeo, and Du, 2018).
Marks and Spencer is providing the clothing services of men wear, women wear and kid wear
along with home decor items. When a company started to analyse the rivalry company’s
ideologies they can get a thought of how they have to at upper level from the opposite
organization.
Factor condition: This factor is a domesticated homebuyer of an area and target the local area
people who focus more in the nature and highly aware of having quality products, standard and
innovation. People who just want the qualitative and safety products even it is not having
international labels and resulting in growth development and national firm.
Supporting industries: The supporting and related industries play a chief role in the
occupation environment. It is very common to understand that most of the firm collaborate of
partnership with higher pay revenue companies to create a growth and more economy. The small
size organization when connect with top most international industry they got an opportunity to
make a competition in the market instead of putting the hard efforts since long years to achieve
the growth (Bombardi, Nisbet, Porter, and Dhesi, 2020). Once this factor has been followed the
company can get a fruitful benefit over the years nationally either globally.
Demands: The basic factor to know in business is demand conditions. A business can only run
when the company will provide and fulfil the consumer demand and desires. A larger market
simply means more challenges and opportunity to move forward. The conditions and wants of
the local consumers should be furnished as they are the only one who is driving the company
through t heir maximum purchases. To gain the advantage and benefits it is important to provide
an accurate and speedy responses to the consumer according to their satisfaction movements.
International Strategies.
An organization who is branched in different counties is basically knows as multinational
companies. The largest international companies are principal players to run a market such as
Walmart, Unilever, Marks and Spencer and many more. These companies are spread out in
various regions and places which create a balance the economy of the world. Any company who
is providing and distributing their products and services in a worldwide with different strategies

to approach consumer and make a stable position in business environment. Moving ahead there
are four main international strategies which are:
International: Companies who took an international strategy are not concerned with any of the
prices changes and consumer demand. They adopt the products and services with no little
change. They provide a unique and differentiated items which a consumer cannot get such
product from other organization. A company which follows this international strategy have an
opportunity to develop a brighter growth. Netflix uses international strategy by providing their
shows around the different area of the world which includes Pakistan, India, New Zealand etc.
Multi-domestic: This multi-domestic companies do not concentrate on the prices and efficiency
but make a focus on local requirements of the business market. Nestle utilized differentiate
strategy and consumer approaches for each of the market (Abrar and et.al., 2019). They adopt a
local taste by serving the products in different regional markets. It provides a branded product
according to the consumer purchases and not caring about the cost issues. 7-eleven is an example
of this strategy they adapt the product selection, payment techniques and marketing values in
each of the country wherever it generates.
Global: This company has to focus on every little thing to make a global growth. Global strategy
means a product and service which is utilized and provided around a world. These organizations
have to look for the lower prices, benefits and efficiency including consumer demand. This is the
alternative of multi-domestic strategy. Some modifications are normally done in other company
but in global organization they need to care for low cost and demands of the people. Microsoft,
for example this software has change and modify according to match the local languages around
the universe. Global strategy can be effective by making a global brands and trends whenever it
is possible.
Transnational: A company which seeks middle of multi-domestic and global strategy
organization is transnational strategy company. This organization always try to maintain t a
balance by focusing on lower cost of desire and efficiency to adjust the local preferences. For
example, Unilever who has 400 brands like Lipton tea, dove, Axe and other which function in
192 countries. They had an ideology of being globally and acts locally, when hiring local
management to drive a country operations and production activities their connections of brands
make them to be in a strong and op position in a market surrounding.

Country Analysis.
Nigeria is a democratic, parliamentary system of governance. This action includes
distribution of power and rights between executive sector, prime minister and two-chambered
legislature and judiciary (Estevão, Nunes, Ferreira, and Fernandes, 2018). This country is
attractive as it is one of the largest economies in the west Africa and one of the strongest in terms
of social welfare and living standard. Along with this, it has high quality education and
historically attract students from all over the world. Education qualified from this region is
respected and identified in a world-wide. Nigeria has almost 165 universities and higher
education academy involving three of them at world's top 10 educational universities. Here,
framing a model pestle framework for country analysis which will illustrate the attractiveness of
Nigeria. Pestle model is a tool to evaluate the macro environment of a particular region. Pestle
stands for politics, economy, social, technology, legal and environment.
Politics: This factor includes all the legislature and governance of a country. Nigeria is most
well-fixed and enhancing nation in a world and has a huge function to perform at international
stages.
With a GDP of $2.84 trillion in 2019 and population of 68 million, it has the largest sixth
economy after the china, japan and India.
Economy: The economy of Nigeria has highly developed he social environment and economy. It
is the fifth largest national economy with GDP3.33% of world. In 2020, the country has trade
with the 28 different states of Europe which accounted the 49% of export and 52% of the import
(Aithal, 2019). In march, the pandemic Covid-19has made a temporary ban on the non- essential
tourism.
Social: Social factor includes the welfare of the public living in a society. The upper authorities
have many challenges when it comes to monitor the benefits for the citizens and their services.
Recently, in this pandemic Covid-19 the financial budget of a year 2020 was approx. £22 billion
for the testing and tracing the health of a public.
Technology: Digitalization is the key actor of improving and growing of the Nigeria country.
The digital equipment’s are not utilized by business start-ups even the multinational
organizations too. There is a shortage of research and development sector in a country, and they
need attractive skilled people to research for the country. In a country, 92% of people are

recently utilizing the internet technology in 2020 and most of them are 16 to 40years age of
people.
Legal: This pandemic increases the risk of cybercrime in an entire world. In the first week of
lock down 400% reports are filed in the terms of cybercrime activity in a year. People and big
business tycoons are targeted to in-corrupt their economy values and decrease the revenue of an
organization. Nigeria legislation has formed a team against the cyber-attacks criminals to secure
the data and information.
Environment: Nigeria energy utilize from renewable sources and waste material by
hydroelectric power, wind, wave by section SIC2007from 1990to 2019. The country uses the
fuel by industry as coal, natural gas, diesel oil and other to protect the environment.
Modes of Entry.
Market entry strategy is a pre-planned distribution of goods and services to a new market
mission. In any department, new entry of a business requires an appropriate ideologies and
strategies to exhibit the entire concept and targets (Henkelis, and et.al., 2019). This strategy will
help an organization to build a successful business and make a competition in a new market. It is
mentioned above that Nigeria is a very attractive country to launch any business, with some
accurate and correct strategy it can be at a successful position. It is necessary to understand and
get a knowledge about the modes of entry which can help in new market occupation. There are
major three modes of entry to learn about:
Licensing and franchise: Licensing includes franchising, contracts of production and turnkey
agreements. The right to utilize the property and product is basically known as licensing. Such
property can be trademarks, patents and production techniques. When an organization or an
individual invest they require a licence to utilize the particular objective. Franchise involves
branding, concepts and expertise to generate in oversea market to the franchise. For example,
Marks and Spencer has recently partnership with HSBC to boost their finance. The company has
also undertaking the gas and electric sector with SSE who is the most popular energy firm in
Nigeria.
Exportation: Exporting is the marketing of the products and services to another country. The
trade between two counties or more than two area known as exportation. It is not important that
product will produce in target market only instead of that it can be manufacture in another area
as well. Exporting a product is the simplest and best way to develop an international expansion

in a market. This can be of two types direct or indirect. Direct export is a straight exchange of
goods overseas but on other hand, looking at indirect it means an employee who is responsible
for trading a products and goods to foreign country. There are exporting management teams and
company to handle and balance the trades (Chanca, and et.al., 2021). These companies were
started when some nations decided to exchange the services and goods overseas. Marks and
Spencer is a retail company and it needs and require to trade the clothing products to foreign
regions.
Joint Venture: A joint venture is a combination of two or more company to seek the outcome
and profit from single enterprise. It is obvious that an organization and occupation has to
confront the many challenges and barriers to deal with outstanding solutions. Entry in new
market China had given a huddle or challenge to Marks and Spencer which is a famous clothing
retail industry (Zhao, Zhang, and Lee, 2019.). In the first, Marks and Spencer face an obstacle in
China market and had a weak performance which had considered as lower rather than china
market. The company has failed to fulfil the needs of local china market. Thus, the company has
focused on the sizes and range of services which is a major obstacle in china market and after
that made itself as unique selling proposition.
Types of issues in any organization.
In business behaviour, it is obvious that starting and managing the business an individual
has to deal with many of the challenges and obstacles to run an occupation in a well-trained
form. A business should be small or big but every department has to confront the huddle in any
management. Marks and Spencer a renowned fashion industry in United Kingdom also has to
face many of the problems to lead the company in a multinational organization lists. An
organization deals with issues like not a proper coordination between employee and
management, culture and environment, supporting nature, less of communication, improper
activities and many more. All these actions are normally founded in any department which leads
an employee to feel demotivated and provide a less outcome to the organization instead of giving
a high revenue. These issues have been done because of global staffing and which leads them to
deal with these kinds of obstacles. The three most common problems a department must go
through once in a business experience when they are going to expand their occupation in another
country.

Organization Coordination: Coordination cannot be approached by force. It is understandable
that when a new employee joins the firm they feel little nervous and cannot able to make a
coordination between the people already working there. An employee is not able to make a
relation and connection should be any reason. HR Management has to identify that the worker is
comfortable or not, it is possible that the employee is having a feeling of work load, or they are
not able to understand the work structure (Sorokin, and et.al., 2021). Sometimes, less and poor
communication leads to obtain these kinds of obstacles in every department. Without or no
communication with each other makes a doubt in a mind and not possible to work in such
situations. However, a new employee can work, but they cannot provide an organization
sufficient result as they can provide as per their abilities.
Poor Communication: The communication plays a vital role at a workplace. Lack of
communication with management and other employee can create a bad performance in a
financial year (Hillemann, Verbeke, and Oh, 2019). Poor act of connecting with people will
make an unclear objectives and vision which enhance the issue of not providing a better outcome
per the abilities. When the mission and vision is unleaded to the employee they will not identify
the importance and the measure objective which an organization needs to furnished for the stable
growth in a society.
Improper Division of Work: The organization who is following the improper decision of work
in an industry will lead to decrease of the economy level. A company should make an equal
responsibility and opportunities to balance the workload in the organization. When a work is
forces on a single person it leads them to make an improper and incorrect presentation in the fear
of completing the work before the deadlines.
Ineffective leadership: Leadership is the importance objectives in an entire occupation society.
A leader is the one who can motivate the employee and can give am excellent result to the
company. When a leader is not only focussed then how a worker can be serious to their work. It
is all depend on the leadership of the person who is leading a company. Leader can maintain the
entire work environment and encourage people to achieve the targets in a short period.
Solutions
An industry can be developed and move into a global market by keeping some focus on
the management skills. Authorities are the one who can create a well-fixed ideologies and
strategies to boost the motivation of the employee which leads them to provide a comfortable

and excellent economy values (Meyer, 2020). In above report, there are three obstacles
mentioned which creates a problem in developing the organization at higher position. Lack of
communication is a first problem which can be solved by the appropriate management structure.
A management should make a work culture familiar and light in air from which an
employee feels comfortable to communicate with each other and can define its doubts clearly.
Leadership is a way of keeping the work culture friendly as the leader can make a step to
communicate with all of the employee which makes worker to talk about their suggestions and
demands. A good listener is a good leader. Leader has to listen and react low even the person is
in wrong direction, this action will help them to create a good surrounding and excellent leader at
a workplace.
CONCLUSION
Summarize report conclude the information about the Mark & Spencer and the global
strategy implementation by the company. This includes the co-ordinating and activity by which
organization can easily establish their business in foreign country and expand it. The
organization strategy guide towards the globalization of the company. Report analyse by
applying various frameworks and identify how the organization will co-operative with the
strategy and the development implementation of the company. By applying the models and
framework this concludes that data management and environment analysis is important for the
organization in order to achieve the success. By measuring the issue in the organization this also
help them to solve them in a better way by applying certain frameworks and models for the
better achievement and implementation in the organization.

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