International Marketing: Strategies for M&S Business Expansion

This report provides an overview of international marketing strategies, focusing on the case of Marks and Spencer (M&S). The report begins with an introduction to international marketing and its importance for business expansion. It then delves into various marketing strategies that M&S can adopt, including both Business-to-Business (B2B) and Business-to-Customer (B2C) approaches, such as paid advertising, cause marketing, word of mouth, and internet marketing. The report further compares home and international market orientations, outlining the implications for M&S, particularly in terms of marketing activities, profit margins, and market share. The conclusion summarizes the key findings, emphasizing the role of international marketing in expanding business operations. References to academic sources are also included.

INTERNATIONAL
MARKETING
(PROJECT 4)

TABLE OF CONTENT
INTRODUCTION...................................................................................................................................1
TASK 2............................................................................................................................................1
P5 Various Marketing Strategies that M&S can adopt in their business expansion...................1
P8 Compare home and international orientation and ways to assess competitors outlining the
implications of each approach for Marks and Spencer................................................................2
CONCLUSION................................................................................................................................2

INTRODUCTION
International marketing is a framework that enables a business entity that company could
make its entry in new marketplace. This term increases responsibilities and duties of marketing
department of a company. There are various marketing strategies that are helpful in adopting and
selecting international market. This report is based upon Mark and Spencer Company which is
running its business operations in United Kingdom.
TASK 2
P5 Various Marketing Strategies that M&S can adopt in their business expansion
There are some strategies that company could achieve in order to expand their business
operations on international level. Marketing function consist various types of strategies that
provide aid in formulation and execution of effective business plan like marketing department
provides aid in developing an appropriate marketing mix strategy that is helpful in making
company as a brand along with ensuring successful entry in new market. There are
two type of strategies that are been and being used while popularising products and services on
international level. Elaboration is discussed below which are discussed as beneath:
Business to Business (B2B) and business to customers (Business).
B2B: When company used other association as their clients and makes huge payments. It
was always clear that sale of organisation’s product to other business clients are and were
possible for Mark & Spencer as they have good status of financial resources and also have highly
skilled labour that are able in manufacturing good quality products and these items catches
attention of new customers towards company.
B2C: Clients are basic people around them whole business functions revolve in order to
make heavy amount of profit by serving more number of clients at a time. Marketing strategies
are fruitful in fascinating more number of clients so that larger audience could be fascinated
towards M&S along with capturing higher market share.
There are around eight strategies are available which aid in successful market entry in novel
marketplace.
1. Paid Advertising: In this a an advertising company is hired in order to prepare location
according publicity plan for making M&S’s product more popularise and publicised.
2. Cause Marketing: When marketing is done for special cause and issues.
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3. Word of Mouth: When a person publicise a product on the basis of his/her personal
experience.
4. Internet Market: Mark and Spencer corporation uses this tool for making lots of people
aware because today’s world is internet world and more persons are always be on internet
and online to surf websites for answering their curiosities.
P8 Compare home and international orientation and ways to assess competitors outlining the
implications of each approach for Marks and Spencer
Orientation of Mark and Spencer company on home and international locations are
described as under:
Orientation International Market Domestic Market
Level of marketing
activities
If M&S works on international level
then they need to enhance roles and
responsibilities of their marketing
department in order to attract different
type of customers at a time.
Roles and liabilities of
marketing function is less when
lesser number of customers
address. In context of M&S,
firm has to pay least attention on
market conditions.
Profit Mark and Spencer entered in
international market for increasing
their profit level.
Domestic region produces less
number of profit margins by
assigning less amount of risk.
Market Share Mark and Spencer wants huge
customer base and to hit this objective
association has to internationalise their
business operations.
Wide customer base could not
be achieved by doing business
on domestic level because this
term does not comprises more
number of clients.
CONCLUSION
This report is concluded as international marketing is defined as use of marketing functions on
international level or wider level in comparison of local business. This assignment enlighten up
that how and which marketing strategy organisation had achieved in order to bring their business
operation on international level.
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REFERENCES
Books & Journals
Deshwal, P., 2015. E-Marketing: Challenges And Opportunities For The Marketers.
International Journal of scientific research and management (IJSRM). 3(11). pp.3747-
3753.
Madsen, E. S. and Wu, Y., 2016. Marketing and Globalization of the Brewing Industry. In
Brewing, Beer and Pubs (pp. 34-53). Palgrave Macmillan, London.
Jamal, A., Peñaloza, L. and Laroche, M. eds., 2015. The Routledge companion to ethnic
marketing. Routledge.
Virkar, S., 2015. Globalisation, the Internet, and the Nation-State: A Critical Analysis. In Social
media and the transformation of interaction in society (pp. 51-66). IGI Global.
Skudiene, V., Auruskeviciene, V. and Sukeviciute, L., 2015. Internationalization model
revisited: e-marketing approach. Procedia-Social and Behavioral Sciences. 213. pp.918-
924.
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