International Marketing Management: Marks & Spencer's Performance

This report investigates the impact of international marketing management on organizational performance, focusing on Marks & Spencer as a case study. It aims to determine the conceptual framework, role, and significance of international marketing management within the retail sector and its specific impact on Marks & Spencer's performance. The report includes a literature review that explores the role of international marketing in boosting brand reputation, expanding target markets, connecting businesses globally, attracting customers, opening future opportunities, and promoting cultural exchange. The research methodology employs a deductive approach and positivism philosophy, using experimental strategies and mono methods for data collection. The report concludes by highlighting the benefits of international marketing, such as increasing customer base, profitability, competitive advantages, and creating awareness among national and international consumers. Desklib offers a variety of resources, including past papers and solved assignments, to support students in their academic endeavors.

International
Management

Contents
Contents...........................................................................................................................................2
Topic: To identify the impact of international marketing management on organizational
performance.....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY....................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................8

Topic: To identify the impact of international marketing management on
organizational performance.
INTRODUCTION
International marketing refers to marketing of goods and services across national borders
that can be used to develop organizational performance and productivity. This is the part of
association with enterprise which is operated in other countries. To know what is happening
around and how each function could perform well is important task for business organization as
it supports to arranging all sources. It has seen that along with changing environment needs and
wants of people who is living in other country requires to meet with them. This involves analysis
of customers in foreign countries that support managing all functions (Baker, and Saren, eds.,
2016). The process of penetrating in the international market is a needed task for most companies
in the current international business environment. To advertise and sale the organizational
products across the domestic country is considered as international marketing. International
marketing could be simple as a business extend its marketing efforts by involving overseas
markets. The report covers discussion about impact of international marketing management on
organizational performance. To understand international marketing Marks & Spencer Group Plc
has been selected that is British multinational company of retailer with headquarters in London.
The company is operating its business by offering number of products and services to customers.
The report covers aims and objectives, literature review, research methodology, and ethical
issues.
Aims and Objectives
Aim: To identify the impact of international marketing management on organizational
performance. A case study of Marks & Spencer.
Objectives:
 To determine the conceptual framework of international marketing management towards
the retail sector.
 To determine the role and significance of international marketing management within
retail sector.
 To identify the impact of international marketing management on the performance of
Marks & Spencer.
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Rationale
The rationale of the research is to ripen thoughtful ideas and knowledge regarding
marketing and its global strategies which are formulated for the purpose of growing their
business. The researcher will develop their skills and abilities in specific area by analysing the
report and developing the activities. This explains there are number of strategies and planning
which requires to be done in effective manner that could help to arranging the functions and
activities. The researcher will focus on their personal and professional context where use of
marketing skills supports to attract number of people.
Problem Statement
A business is not operated successfully as there are many competitors in retail sector
where it became important to analysis the environment and enter into other country across border
that affected the business positively or negatively. The major problem is using the marketing
channel into other country that needs lots of resources and sources to connect with people
(Armstrong, and et. al., 2015).
LITERATURE REVIEW
To determine the conceptual framework of international marketing management towards the
retail sector.
As per view point of (Wu (2016), International marketing is major aspect which is used
by organizations for the purpose of growing the business and attaining higher productivity
through an increasing number of customers. The international marketing executives are
responsible for executing, and developing business strategies to promote sales of their
company’s products and services in global market. It has seen that international marketing
executives are trained professional who specialises in global business tactics. The individual
have knowledge of business, economics, and sales strategy which is used to maintain strategic
communication, strategic planning and management that directly support to growth business. In
relation to retail sector, international marketing is used by individual for the purpose of
promoting their products and services in another country that support to develop of
organizational productivity and profitability. The international marketing managers are
company’s worldwide brand ambassador maintaining positioning by targeting audiences around
the world. The management is having major role who identifying the international market and
offer kind of products as well as services that support to grow business effectively.
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To determine the role and significance of international marketing management within retail
sector.
As per opinion of Parry, (2016) In retail sector international marketing is the major
aspects which is used by business industry to enter into other country for the purpose of growing
business and accomplishing goals. In marketing, marketers interact with their customers by
following uncontrollable variables. In context to Marks & Spencer, role and importance of
marketing management is defined below:
Plays role to boost brand reputation – Boosting a brand means increasing the
organizational performance by influencing and attracting the number of people at the workplace.
The main thing for business industry is to understand market demand and desires where products
and services are introduced accordingly that can help to accomplish the business goals. If all
functions and activities are properly managed in another country, then there are chances to grow
the business effectively. In relation to Marks & Spencer, marketing management is having major
role as it analysis the environment and market place where use of marketing channel became
useful to boost the brand position by creating awareness between people (Surugiu, and Surugiu,
2015).
Important to expand target market – This is important for business organization to
focus over target market just by concentrating on domestic market that can help to regulate the
business effectively. If organization is running their business into domestic market, then it
receives limited customers that could directly affect the business negatively. In relation to Marks
& Spencer, international marketing is the effective strategy which is used by management to
expand their business in target market and creates higher performance by influencing number of
people at the workplace.
Important to connect business with the world – Business expansion is the main aspect
of industry as it bring changes in their existing environment and support to operate business by
encouraging existing as well as new customers. This can help to arranging resources and
increase the business performance by focusing over each task and activity. In relation to Marks
& Spencer, marketing management have been used marketing channel at international market
uses different sources of social media that support to grow the business in changing environment
(Chung, Lu Wang, and Huang, 2012).
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Attracting and influencing the number of customers – To attract and influence the
number of people in another country is considered as main role of international marketing
management that supports to grow the business effectively and develop the business
productivity. In relation to Marks & Spencer, international marketing is having major role to
influence and attract the number of people in other country and supported to grow the business
effectively. The marketing management should understand the needs of their customers and
provide products accordingly by using an effective channel of marketing such as You tube,
Facebook, Instagram, and Twitter for the purpose of expanding their reach and growing the
business effectively.
Important to open doors for future opportunities – To operate a business in other
country is considered as a great opportunity where all business functions and activities in relation
to organization are performed well. This helps to increase the market share by entering into new
market and connect with larger workforce that supported to grow the business effectively by
using new technology and innovation. In relation to Marks & Spencer, international marketing is
used by management to open doors for future opportunities by offering a better quality of
products and services.
To promote social and cultural exchange among the nations – It has seen that
international marketing is needed to developing countries in their economic and industrial
growth by inviting them into the international market thus eliminating the gaps between
developed and developing countries. International marketing is used by Marks & Spencer to
promote social and cultural exchange among the nations that can help to attract the number of
people and supports to develop the organizational productivity.
To identify the impact of international marketing management on the performance of Marks &
Spencer.
As per view point of Gillespie (2015), International marketing is an effective strategy
that is used to manage business performance by formulating effective plans and strategies in
order to attain higher productivity. This is important for each business organization to analysis
the marketplace and country then introduce the kind of products and services effectively. In
relation to Marks & Spencer, management make the use of international marketing management
that has impacted as:
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To increase the customer base – International marketing is providing a platform where a
number of activities and functions are completed for the purpose of growing business and
increasing customers. This is important for business industry to analysis the marketplace where
functions needs to be done properly. In relation to retail sector, Marks & Spencer has followed
the strategies of international marketing which can be used to influence the number of people
and encouraged them to make buying decisions.
To increase the profitability ratio – This is another benefit that could be taken by an
organization to influence number of people and attaining higher profitability. It has seen that
there are many marketing plans and regulations which are formulated by managers in order to
run their businesses and attain higher productivity. This is important for each industry to know
about their customers and offer kinds of products in a retail sector that can help to develop
organizational profitability (Sun, Paswan, and Tieslau, 2016).
To attain competitive advantages – The aim of business organization is to focus on
their competitors and bring innovation in other countries that can help to manage the higher
performance. By conducting the research of market, Marks & Spencer, used the marketing
strategy to analysis the competition and introduce the products and services with better quality
that support to attain the competitive advantages. This also helps to arrange and organise the
organizational functions (Jean, and et. al., 2016).
To create the awareness between national and international people – The aim of
business organization is to understand the need of people and create awareness between national
and international people. This can help to managing the all functions and activities by
introducing better quality of products as well as services. In relation to Marks & Spencer,
awareness between people by using international marketing strategy and planning is used by
marketer that can help to reach targeted customers and attaining higher performance.
RESEARCH METHODOLOGY
Research Philosophy – This is the practical information of beliefs and activities which
requires to be done timely and manage the performance. This could be explained as main aspect
which can be used to bring right information. This implicates Interpretivism and positivism
philosophy. In relation to current research, positivism philosophy is being used by researcher that
can help to know about international marketing management in order to grow a business.
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Research Approach – This could be explained as planning which are used by individual to
formulate the strategies and managing the data properly. The approaches are inductive and
deductive. In relation to current research, deductive approach is used by researcher that can help
to know how remote working is impacting on organizational performance.
Research strategy – This means formulation of time to time plan which is formulated by
an individual for bringing higher performance and activities effectively. This is most important
for each person to identify the planning and functions which can be used to collect the right
information. This involves experiment, case study, questionnaire, interview and descriptive. In
relation to current research, experiment strategy is being used by researcher that can help to
collect the information and managing data properly (Berthon, and et. al., 2012).
Choices of Method – This explained as experimental technique where participants
presented with array of choices and asked to choose targets stimulus. This consider mono,
mixed, and multi method to collect the information. In relation to current research, mono method
is being selected by researcher that can help to collect the information by arrange information
and managing the data properly. The mono method helps to focus over quantitative technique
that supports to complete the study (Zhou, Wu, and Barnes, 2012).
Time Horizon – This shows as time framework which is developed by researcher to
bring lots of information by arranging data and compete the study. This horizon states in which
time period the project will be complete. Cross-sectional and longitudinal horizon are two basic
aspect which can be used to collect the data. In relation to current research, cross sectional as
horizon is being used by researcher that support to collect data and information that can help to
manage the data properly (Fletcher, and Crawford, 2013).
Data collection and analysis – This could be explained as main methodology which is used
by researcher to collect the data from other resources and techniques. This is important for
individual to understand about topic and provide an understanding to manage the data properly.
The technique of data collection are quantitative and qualitative. In relation to current research
quantitative technique is being used by researcher that can help to know how international
marketing is used to operate the business in other country and increase the customer base. The
sources of data collection are primary and secondary out of them primary data is being used by
researcher to complete their study (Rosson, and Ford, 2016).
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CONCLUSION
From the report it can be concluded that international marketing needs to management
properly as it used to promote the products and services to influence the number of customers.
This could help to increase the organizational productivity by managing the changes and offering
products by using different marketing channel. The researcher have been used positivism
approach and deductive approach to study regarding topic and manage the data properly.
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REFERENCES
Books and Journals:
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Chung, H. F., Lu Wang, C. and Huang, P. H., 2012. A contingency approach to international
marketing strategy and decision-making structure among exporting firms. International
Marketing Review. 29(1). pp.54-87.
Jean, R. J. B. and et. al., 2016. Assessing endogeneity issues in international marketing research.
International Marketing Review. 33(3). pp.483-512.
Berthon, P. R. and et. al., 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy. Business horizons. 55(3). pp.261-271.
Fletcher, R. and Crawford, H., 2013. International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Ghauri, P. N. and et. al., 2016. Corporate social responsibility in international marketing: review,
assessment, and future research. International Marketing Review.
Gillespie, K., 2015. Global marketing. Routledge.
Parry, B., 2016. A bull market? Devices of qualification and singularisation in the international
marketing of US sperm. In Bodies Across Borders (pp. 53-72). Routledge.
Rosson, P. J. and Ford, I. D., 2016. Stake, conflict and performance in export marketing
channels. In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 66-69). Springer, Cham.
Wu, C. W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research. 69(4). pp.1345-1350.
Sun, Q., Paswan, A. K. and Tieslau, M., 2016. Country resources, country image, and exports:
Country branding and international marketing implications. Journal of Global
Marketing. 29(4). pp.233-246.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: implications for businesses and
marketing framework. Procedia Economics and Finance. 32. pp.131-138.
Zhou, L., Wu, A. and Barnes, B.R., 2012. The effects of early internationalization on
performance outcomes in young international ventures: the mediating role of marketing
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Baker, M. J. and Saren, M. eds., 2016 Armstrong, G. and et. al., 2015. Chung, H. F., Lu Wang,
C. and Huang, P. H., 2012 Jean, R. J. B. and et. al., 2016 Berthon, P. R. and et. al., 2012
Fletcher, R. and Crawford, H., 2013. Gillespie, K., 2015. Parry, B., 2016 Rosson, P. J. and
Ford, I. D., 2016. Wu, C. W., 2016. Sun, Q., Paswan, A. K. and Tieslau, M., 2016 Surugiu, M.
R. and Surugiu, C., 2015 Zhou, L., Wu, A. and Barnes, B.R., 2012.
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