International Marketing for Marks and Spencer: A Detailed Report

This report provides a comprehensive analysis of international marketing strategies for Marks and Spencer. It begins with an introduction to international marketing concepts and their application to the company, including the scope of international marketing such as imports, exports, contractual agreements, joint ventures, and contract manufacturing. The report then explores the rationale behind Marks and Spencer's international expansion, discussing various routes to market. It delves into the key criteria for market selection, outlining the stages involved in the process. Furthermore, the report examines different market entry strategies like exporting and joint ventures, along with their advantages and disadvantages. It also covers arguments in the global and local debate, the marketing mix, international marketing approaches, and home/international orientation. The report concludes with a discussion of how Marks and Spencer can assess its competitors. The report is based on the provided assignment solution.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Scope and key concepts of international marketing in Marks and Spencer.........................1
P2. Rationale for Marks and Spencer to expand operations internationally with describing
routes...........................................................................................................................................3
LO 2.................................................................................................................................................4
P3. Key criteria for selection process in Marks and Spencer with considered international
market to enter.............................................................................................................................4
P4. Different market entry strategies with their advantages and disadvantages.........................5
LO 3.................................................................................................................................................6
P5 Arguments for Marks and Spencer in global and local debate..............................................6
P6 Marketing mix for Marks and Spencer..................................................................................8
LO 4.................................................................................................................................................9
P7 International marketing approaches for Marks and Spencer.................................................9
P8 Home and international orientation and ways to access competitors with its implications.10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing plays an important role in the success of business and in
increasing the overall productivity. It is also known as the global marketing which is used by
managers to market their goods and services. Further, it increases competition in which the
company can accomplish a large market share (Richani, Papaioannou and Banou, 2016). Before
making decisions, every enterprise should concentrate on the different aspects of the
environment. In this context, present report is based on Marks and Spencer which is one of the
largest supermarket in the UK and operate operations and functions in different areas of the
world. In order to gain insight information, present report covers scope and key concepts of the
international marketing that are used for Marks and Spencer. Furthermore, reports help to
evaluate entry strategies and recommendations. In addition to this, report includes consideration
in which business will be able to evaluate the global and local operations in 2 nations.
LO 1
P1. Scope and key concepts of international marketing in Marks and Spencer
International marketing plays a vital role to make successful operations and functions.
Main aim to implement international marketing in Marks and Spencer is that earned great scope
as well. Apart from this, in respect to implement its importance in several countries products and
services promoted in the international areas (Chung, Yu and Shin, 2015). For example, China,
India, Mexico, etc. In this consideration, following are certain scope explained in the chosen
business:
 Imports: In imports, international marketing considered wide scope for brand in which
the company works. In this aspect, in different part of the nation’s business perform their
operations and functions to gathered relevant information. In Marks and Spencer creation
and improving production line considered through implement importing. Hence, business
objectives could be achieved which is helpful to make unique solutions (Richani,
Papaioannou and Banou, 2016).
 Exports: Export is also similar concept which assists to increase brand performance in
different areas of countries. Marks and Spencer export their products with its finalised in
international boundaries. In the different franchise, products are carried with their
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localities and enhance huge revenue. Revenue also gathered from paying high cost of
imports for development and ripe the profits.
 Contractual agreements: When company wants to bring up their operations in
international areas, they need to consider the scope to make greater chance to do more
operations and functions. Licensing also helps to move towards the more effective
agreements that are needed in each area of the country (Natarajan, Balakrishnan and
Manickavasagam, 2014). In this way, trademarks, patent, secrets, etc. elements requires
for brand and brand name. It gives better opportunities to increase market share and
profitability of business in several operations.
 Joint venture: Joint venture is also a collaborative element that makes association of
more than two brands at reasonable time. Hence, the company produce effective results
through produce effective results. Venturing brand and division of profits takes in the
certain amount of ratio (Nosshi, Saad and Senousy, 2015). Hence, Joint venture make
effective results into the local company with its great interest in a particular field and
considered effective operations. In different nations, it raises scope and functions to do
work in better manner.
 Contract manufacturing: In this kind of manufacturing aspect, main scope is that
company can use tactics that helps to reduce the cost of production to make better results.
In addition to this, it is the main responsibility to assemble products itself. Therefore,
contract has been made to keep effective marketing (Angulo-Ruiz, Pergelova and
Angulo-Altamirano, 2016). Therefore, manufacturers contract is determines. In Marks
and Spencer, this process cuts price and encourage easy and exit way at the same time.
International marketing consist identifying and satisfying needs of global customers in
better competition. Therefore, in domestic and international environment it helps to make
coordinating with several marketing activities with constraints. As per the point of Kotler,
marketing considered integrating and standardising actions of the surrounded area in several
markets. Furthermore, Cateora and Graham stated that international marketing considered
performance of the business activities that are designed and plan with promotion for several
goods and services for attract customers. However, it is different from the domestic marketing so
that Marks and Spencer need to involve different aspects to attract people at workplace.
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Following are certain concepts developed in the business environment to make effective
international marketing orientation:
 Ethnocentric approach: In this kind of approach, there are several products develops on
the basis of requirements of local customers that are highly domestic centralised in Marks
and Spencer.
 Poly centric approach: According to this consideration, each market considered unique
and needs that addressed differently and individually. Therefore, firm conduct own
research with the plan for products and adoptions. Price position and promotion strategy
helps to make creative strategy in the local consideration (Chung, Yu and Shin, 2015).
 Regio-centric approach: In this way, segment of the market develop on the basis of
regional similarities. Therefore, Marks and Spencer considered their operations to
develop effectiveness at workplace.
 Geo-centraic approach: According to this concept, manufacturers offers homogeneous,
identifiable services and products which integrated in all over the world for effective
operational efficiency (Angulo-Ruiz, Pergelova and Angulo-Altamirano, 2016).
P2. Rationale for Marks and Spencer to expand operations internationally with describing routes
To expand the operations and functions in international areas, there are several aspects
considered in business. In this aspect, business is able to grow and perform different activities
which are designed as per the market demand and requirements (Sozinova, Fokina and
Vychegzhanina, 2014). Marks and Spencer is continuously expanding their operations and
functions to increase their profits and revenue. Hence, they are opening more than 250 stores and
20 new outlets for food. In this way, company can consider effective global expansion in
different areas of the world. Following are different consideration, through market could be
expand internationally:
 Connect with large, established companies which provide local preference: In order
to expand business in international areas, Marks and Spencer needs to concentrate on the
local resources. In this consideration, companies could be find in other areas of the world
in related working field. Several foreign businesses maintains their work performance to
explore possibility to work together.
 Create joint venture: To expand business in international areas, manager needs to create
their work performance with building new one. In this aspect, Marks and Spencer could
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be able to work with joint relationship to take advantages of the contacts. All people need
to take chances to share their ideas and desires towards the business (Angulo-Ruiz,
Pergelova and Angulo-Altamirano, 2016). Along with this, propose areas also create
mutual benefits to make growth and profits at workplace.
 Develop local leadership: In all the international markets, the selected business needs to
work differently with their rules and regulations. In respect to this, cultural expectations
also developed to face challenges and overcome them as well. Further, the company need
to make strong leaders who could understand culture, language, etc. to communicate their
vision and grow foreign market (Nosshi, Saad and Senousy, 2015).
LO 2
P3. Key criteria for selection process in Marks and Spencer with considered international market
to enter
To enter in new nation, manager of Marks and Spencer has role to make creative results
with assessment process. Therefore, there are mainly five stages included to enter in different
areas of the world. They are as follows:
 Country identification: To expand business, Marks and Spencer need to select country
where they want to expand their operations. In this consideration, country needs to
undertake general overview of the potential new markets. For example, company can
choose language, religion, etc. (Sozinova, Fokina and Vychegzhanina, 2014). elements
that are same to perform several aspects. However, selection at this stage is more
straightforward. In addition to this, company can also perform their functions and
operations in early days that make potential export due to number of reasons.
 Preliminary screening: In this way, preliminary experience needs to be taken towards
products and service development in different areas of the world. In this aspect, in new
areas, manager of Marks and Spencer need to judge currency stability, exchange rates,
consumption, etc. Hence, they can start to calculate nature of the market entry costs.
There are several nations in which experience developed domestically to taken up the
account (Richani, Papaioannou and Banou, 2016).
 In depth screening: In this step, preliminary screening considered more serious look at
several nations after identification. In this aspect, Marks and Spencer check feasibility to
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get detailed information to target market (Ivanauskiene, Auruskeviciene and Skudiene,
2015). Hence, marketing decisions obtained that are accurate. Apart from this, business
unable to deal only with micro economic factors but also local conditions considered in
relations to the marketing mix. For example, check pricing strategy, check distribution
method, etc. In addition to this, it need to be assess that how communication will be
develops towards particular products and services in international market environment.
All these informations considered on the basis of segmentation, targeting and positioning
(The International Market Entry Evaluation Process, 2018).
 Final selection: In respect to consider the short list of the several nations, it is important
to decide which is best. Managers also reflect on the strategic goals which looks towards
the nation in respect to enter in new areas, similarities also need to be addressed that are
used to considered decision-making in the enterprise (Sozinova, Fokina and
Vychegzhanina, 2014). On the basis of final scoring, ranking and weighting effectiveness
developed on the more focused areas. Hence, marketing manager can create short list of
the products and services.
 Direct experience: In the Marks and Spencer, experience is more important element that
helps to manager to look towards the effective culture and business practices. In this
aspect, first impression is the basis which ascertain similar and dissimilar in the domestic
market. After this, self-referencing is also needed which is based on the expectations and
outcomes. It is the judgemental consideration that is best for enterprise (Sozinova, Fokina
and Vychegzhanina, 2014).
P4. Different market entry strategies with their advantages and disadvantages
There are several ways through which business could enter in the foreign market. In this
aspect, following ways explained that could be adopted by Marks and Spencer:
 Exporting: Exporting is the most traditional way through Marks and Spencer could
operate their functions and operations in international areas. In this consideration,
marketing of goods and services produced in one nation to another. In respect to
considered the direct manufacturing, it is essential to overseas the country (Angulo-Ruiz,
Pergelova and Angulo-Altamirano, 2016). Hence, significance investment is needed to
perform several functions. Main advantages of this method is that manufacturing is home
based which is less risky than the overseas based. Further, it also provides opportunity to
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the chosen business to reduce potential risks from operating overseas. However,
disadvantages exit that there is lack of control which weighted against merits. Further,
high cost need to be considered to make more advertisement in the new areas.
 Joint venture: Joint venture defines as the two enterprises share their ownership and
control with property rights and operations. It is the more extensive form in the
participation which assists to considered either exporting and licensing. If Marks and
Spencer adopt this method, they have advantages to share their risk in local depth
knowledge with know hoe technology. Furthermore, it increases financial strength of the
enterprise. However, it also considered some disadvantages in which partners do not have
full control of the management. Disagreement of third party market also exit which
needed to serve. Partners considered different views on the expected benefits.
 Licensing: Licensing defines as the method to enter in new place with gets permission
from governmental authority. Therefore, the business can get chance of manufacturing,
processing, trademark, etc. in systematic manner (Ivanauskiene, Auruskeviciene and
Skudiene, 2015). In addition to this, licensing activities also design to perform different
activities that are help to promote the business goals and objectives.
 Ownership: Ownership is the another strategy that could be adopted by the manager of
Marks and Spencer with the greatest commitment in the capital and managerial efforts. In
this aspect, chosen business need to design that ownership considered effective results in
order to attain creative performance (Sozinova, Fokina and Vychegzhanina, 2014). Main
advantage of this strategy is that the company can make themselves as market leader but
it requires high cost. Operations are also needed to be considered in systematic manner to
attain overall activities.
LO 3
P5 Arguments for Marks and Spencer in global and local debate
In order to perform functions and operations of retail business, in the local and global
areas different aspects considered which helps to increase advantages in systematic manner. In
this consideration, different authors consist their arguments towards the Marks and Spencer
development.
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As per the view of Jahanyan and Mahmood Salehi, (2015), in the local areas Marks and
Spencer could easily promote their functions and operations without any legal boundation. In this
way, certain relevant rules need to be followed to promote effective results in the business
environment. In respect to look towards the development, the company can easily attract several
people at workplace. In addition to this, it is also helpful to make strong results in systematic
manner. Distinctive presence of the leading multinational aspects, the company can make
effective functioning. However, in the global market there are several rules and regulations
essentially followed to capture the largest market part. In addition to this, different activities of
the international market helps to get advantages in the business development.
Furthermore, Ivanauskiene, Auruskeviciene and Skudiene, (2015) stated that in the local
area, there are major problems not occurs due to effectively content followed for multiple
language uses. In this way, Marks and Spencer able to understand the customer demand and
requirements in easy consideration. In addition to this, the company could also believe of the
customers so that promotional activities design accordingly. In respect to grow the business
performance, major benefits are that company never go in loss. However, in the international
areas problems are occurs with the global marketing scope. In this way, effectively retranslate
web content needed to perform functions for multiple language. Due to different language and
customs, company get impacted and it reduce its efficiency. Success of the company depends on
the existing message that are align with the new culture and linguistic. Values also providing to
customers with increasing brand experience which expect by the manager.
Furthermore, Opreana and Vinerean, (2015) argued that in the local market, Marks and
Spencer multiple market considered operate several functions and operations. In this aspect,
unique features could be adding to focus on the effective results. In this consideration, internet
use is also developed with the nation development. Therefore, profits and revenue developing
with create multiple orations on the websites. In the global market, it is very hard to reach
towards the customers in systematic manner (Sozinova, Fokina and Vychegzhanina, 2014). In
the new subsets, it has been seen that Marks and Spencer need to adopt different methods
through they are able to attract several people in it. In addition to this, they can also perform their
operations which requiring in the transaction and localisation. Achieving goals are requires cloud
based network that keep effective demand and deliver high availability in the world. It also
providing appropriate culture in the new areas for development of the business.
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P6 Marketing mix for Marks and Spencer
Marks and Spencer operating several kinds of operations and functions through they are
able to attract people in the business. In this consideration, following marketing mix consider at
workplace:
 Product: The chosen business operating several kinds of activities through they can
attract different people at workplace. The chosen company is very popular in term of
development creativity and effectiveness in systematic manner. There are several kinds of
products and services design to capture the large area of market and enhance profitability
as well. For example, food, clothes, footwear, etc. (Vijayabaskar, Arun and Janakiraman,
2017). In addition to this, the company also providing home and furniture products
through effectiveness increasing in proper way to develop target market.
 Price: In respect to deal with the price element, the company adopted competitive pricing
strategy. Marks and Spencer has its own brand regarding clothing for women, men,
kinds, etc. These kinds of products are generally face high competition in the market
which impact negatively if the company not opt premium quality. With the help of this
strategy, competition could be increasing among retailers and dealers (Sridevi and
Kumar, 2015). In addition to this, dynamic pricing method also followed to attract several
customers at workplace.
 Place: Marks and Spencer is the international brand which has more than 1000 stores in
all over the world. More than the 50 nations, the company opt their functions and
operations. Therefore, it increases its effectiveness to deal with several activities and
outcomes. In addition to this, the company also operating their functions and with online
stores so that on their website they provide useful information and products to increases
their sales (Iddris and Ibrahim, 2015). With the help of the local currency, people can
easily buy products and services from the business.
 Promotion: Marks and Spencer using effective marketing strategy through they will able
to deal with several activities in systematic manner. In this consideration, advertisement
campaign develops with digital marketing and involves effective results at workplace.
The company opts common message to all people who buying products and services
from business (Balmer and Yen, 2017). Customers are find blogs and fashion tips
through effectiveness will be increasing through spent on shopping. Beside this, the
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company can also adopt internet marketing activities through they can attract several
customers at a particular time. It will helps to focus on the more profits and revenue in
systematic manner. It will considered several advantages to deal with the effectiveness in
the business.
LO 4
P7 International marketing approaches for Marks and Spencer
In respect to deal with the effective results, it is essential towards the Marks and Spencer
to categorises their activities in systematic manner. In this consideration, software company
program developed for effective marketing strategy. The chosen company steadily entering in
the new international market which assists to develop effective results at workplace. Marketing
programs are also analysis through using marketing tactics, partners, etc. (Angulo-Ruiz,
Pergelova and Angulo-Altamirano, 2016). In this aspect, following are different marketing
approaches explained for Marks and Spencer:
 Centralised approach to international marketing: In the centralised marketing
program, marketing team consist their effective team through they will able to make
several decisions in systematic perspective (Hossain and Rahman, 2017). In this way,
Marks and Spencer considered their plan and execute it in several senses. In this way,
marketing department of the chosen business highly competent and experienced with the
international markets. In addition to this, there are most of the products sale through
direct exporting. Marketing material also needed in the little localisation. It highly impact
on globalised in the different markets. Marketing material needed in the certain types of
the software that categorised to make positive results in the business environment. When
the company adopt this approach, they need to make their focus on the developing in
house capabilities and scalable processes (Pereira and Xavier, 2017). It also ensure that
company make their control on the marketing and sales. Hence, business need to
maintain their talent carefully and hire great professionals.
 Decentralised approach to international marketing: Decentralised approach of the
international marketing considered program with functions and decision making
(Richani, Papaioannou and Banou, 2016). It is primarily pushed in the small army that
dependent on the representatives and distributors. In addition to this, another option
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considered that rely on the local country sales office. It is works in the best consideration
that are regulated in the industries. In addition to this, products are significantly localised
to sell them in the market. Strong market bias considered for local language and local
sales connections. In order to focus on the decentralised approach, it is important to
motivate the local marketing staff and representatives. With the help of the marketing
material, results are produced at the starting point in the localisation and translation
(Jayasuriya and Guoping, 2017).
P8 Home and international orientation and ways to access competitors with its implications
Orientation considered effective way to access competitors with its implications. It
includes following elements that are looking to make effective functioning in the enterprise:
 Ethnocentric approach: In this way, operations are seen as the secondary to domestic.
Therefore, it considered disposing of surplus in the domestic production. Top
management views as the domestic techniques which create effective results in the
overseas market (Chung, Yu and Shin, 2015). Plans for overseas market also developed
in the home mad office of Marks and Spencer. There are different policies and
procedures are determines that identical in the systematic manner. Overseas marketing is
the most common administrated in the export department and international division as
well. Marketing personnel is also composed primarily in the home country that assists to
attain significant advantages at workplace. It is the approach that entails with minimal
risk in the overseas the market. Domestic companies view foreign markets with extension
to the domestic place.
 Polycentric approach: In this approach the company begin to recognise that differences
with polycentric approach. Prevalent philosophy at this stage also considered local
personnel, techniques, etc. It is the best suited activity that deal in the different market
conditions. Subsidiaries are also established to operate effectively and independently with
marketing objectives. In this aspect, plans are developed to focus on the each segment of
the environment to develop effectiveness in the business (Nosshi, Saad and Senousy,
2015). It is important to considered this approach which helps to adopt business strategies
to the local conditions. Marks and Spencer has benefit with this strategy is that they can
establish foreign subsidiaries with executive power and empowers.
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 Regio-centric approach: In this approach, the company views that there are several
regions in the different market which increases its effectiveness. In the particular region,
there are several importances considered with marketing characteristics that are
determines for the single market. In addition to this, it includes different national
boundaries, strategies integration and organisational approach (Sozinova, Fokina and
Vychegzhanina, 2014). Between each regional headquarters and individual subsidiary, it
will developed to get several benefits. Main benefit to the Marks and Spencer is that more
economical and manageable activities performed in systematic manner. Therefore,
different activities design to provide proper functioning at workplace.
 Geocentric approach: It is the last approach in which companies views that in the entire
world there is single market develop. Therefore, standardising marketing mix activities
considered to produce projecting and uniform image as well. In the global market,
products are designed with multinational characteristics with sufficient distinctive
national market (Natarajan, Balakrishnan and Manickavasagam, 2014). It is very
important for the chosen enterprise to implement the effective polycentric approach at
workplace.
CONCLUSION
From the above report, it can be concluded that international marketing play very
important role in the business success and development. In this consideration, there are different
activities and programs has been considered to increase effectiveness at workplace of Marks and
Spencer. In this way, several new programs adopted by the chosen business to increases their
profitability and performance in proper way. Furthermore, report articulated about the evaluation
process review that assists to promote effectiveness at workplace. With the help of the several
activities, there are program developing which assists to make innovative results and outcomes.
In addition to this, report also discussed about the marketing mix of the selected business to
capture the large market share. At last, different orientation explains that assists to make
systematic work performance in the strategic direction and outcomes. With the help of the
creative elements, at home and international countries, it increases effectiveness.
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