Global Marketing Strategies: Marks and Spencer - MKT7045 Report

This report examines Marks & Spencer's global marketing management, fulfilling the requirements of an MBA-level coursework. The report begins with an introduction to the company and its global operations, followed by a PEST analysis that assesses the political, economic, social, and technological factors influencing M&S's international business environment. A detailed market entry plan is then presented, outlining strategies for entering new markets, including positioning and resource considerations. The report further explores how expansion benefits M&S, justifying the analysis with academic theory, specifically Porter's generic strategies of cost leadership, differentiation, and focus. The expansion of the business is discussed and the report concludes with a summary of the key findings and recommendations for the company's global marketing efforts.

Global Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Pest analyses of marks and Spencer.............................................................................................3
A market entry plan for marks and Spencer................................................................................4
Expansion of business..................................................................................................................5
Academic theory of Porter’s generic...........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
When a business Plans to diversify or expands its business and business activities, it has
to undertake many factors in account for making its business a global organization. There are a
lot of complexities runs when a business is set on a global level. Every factor internal and
external of the countries or places where the business has establishes needs to analyze very
properly so that better decisions could be made. For reference purpose this report has taken an
example of a company, Marks and Spencer. Marks and Spencer is a British multinational
company which specializes in fine quality clothes, home products and food products. The
company serves worldwide with a 1467 total number of stores.
This report discuss about the pest analyses of marks and spencer, the market entry plan of
this company and the process it followed for expansion of its operations.
TASK
Pest analyses of marks and Spencer
Political factor: Political factors allude to how much government have a command over
ventures. Political factor may incorporate the administration guidelines and arrangement,
political solidness, outside exchange strategy, debasement, charge approach, exchange
limitations and significantly more. As for the situation with Marks and Spencer, the organization
has built up in UK, where the political party is a lot of stable. The organization has strength in
his tasks as they need not need to change their strategy as per the changing political framework
or government. The organization is working into in excess of twelve nations and it is adhering to
the standards and guideline which is winning into the particular nations. The organization as a
rule grows its store in the nations which comes in the classification of created or creating country
since they now that the value which they offers must be exertion by the individuals who has a
place with better than expected classification (Al‐Khatib and et. al.,2016)
Economical Factor: Economical factors tell about the monetary circumstance and
condition about a country. It incorporates the factors like monetary development, conversion
scale, loan cost, swelling rate, joblessness rate and the so forward. The nation where the
organization has extended itself goes under creating or created country. There the individuals can
bear the cost of the costs which are set by the organization for their wares. Organization faces
misfortune when any nation in which it has store faces some money related misfortune. For
instance in Britain after Brexit, the nation experiences decline in its GDP and confronted
circumstance of joblessness. Marks and Spencer as well as all the enterprises face a money
related issue that time.
Social factor: Social factor incorporates taste, inclinations, patterns, populace
development rate, age dissemination, profession perspectives, and some more. From this factor
organization becomes more acquainted with the disposition and point of view of its objective

market about a subject. As in the event that with Marks and Spencer, the organization markets
look into about the patterns which are coming up and the inclinations of clients, alongside it
likewise have planners which thinks of new structures and styles. That is the means by which the
organization stays aware of the social factor and serves the market by giving the item which they
are searching for (Burns, Bush and Sinha, 2014).
Technological factor: Technological factor may incorporate technological impetuses,
level of development, mechanization, R&D movement, technological change and mindfulness,
etc. Increasingly technological development the nation would be, more create it will be.
Innovation helps the organizations or nations in making their exercises simple and progressively
gainful. Imprints and Spencer utilizes the development innovation in creating its merchandise.
This development innovation helps the organization in bringing about less expense and the more
creation of merchandise with less time moreover (Matanda and Ewing, 2012). With appropriate
innovation the time and item utility gets satisfied. Time utility alludes to the accessibility of
merchandise to the clients at the perfect time and item accessibility alludes to the accessibility of
items to the clients.
A market entry plan for marks and Spencer
The organization Marks and Spencer was built up in the year 1884. At first the organization was
expanded in UK as it were. They propelled the organization through quality garments at Bazaar
of the city where they put and sell their garments at slows down. The organization picks up the
development in 19 century. Later the proprietor likewise opened their slow down in the
Manchester city alongside certain pieces of England. The organization expanded its business
universally by expanding it in Canada in the year 1973 (De Mooij, 2018). Marks and Spencer
opened around 47 stores in Canada itself. In 1975 organization opened its store in certain pieces
of France likewise follows by a shop at Paris additionally in 1977. At that point the further
extension happed in the city of France and Belgain. In multi year the organization goes into the
European market. The organization goes residential to global with time yet not with a similar
time. First it snatch its situation into its local nation and then gradually it expands into their
nations by opening up a slow down into the shopping center or Bazaar. It took such a large
number of years for an organization to expand itself and to serve around the world. Clearly to get
effective and to set up the brand universally, the organization needs to follow the way of life of
the nation in which it is setting up itself.
M&S has chosen to settle itself from the downturn and develop its piece of the overall industry
in the UK for the following three years; at the same time chipping away at judicious global
choices. These measures show that the organization is clear about its vision and mission
identified with its future. The accompanying focuses talked about beneath demonstrate to fulfill
me to go ahead with the present worldwide methodology, as they have comprehended the
demand in the global market and should actualize its technique appropriately.

Fixation on brand situating and brand mindfulness is been done with the goal that the market
knows about the various items and brands the organization is advertising (Griffith and Hoppner,
2013). In this manner there will be no befuddling in the brain of the clients identified with
brands. There can be a potential danger of not tolerating an item by various markets or there can
be a low demand for the equivalent. Likewise M&S abroad don't keep food things and
embellishments not at all like UK. Subsequently it makes colossal distinction in the brand
situating between at least two nations. Leader stores are to be put in every locale alongside
supporting stores, for example, littler outlets and Internet channels with the goal that the client
can feel a substantial nearness of this brand in the market. Amazon stage is right now dependable
for the organization. It is for all intents and purposes impractical for the organization to proceed
as arranged in its universal technique. There would be wild factors, which may prompt varieties
from its target. The level of variety can likewise decide the achievement and disappointment of
the organization. Sufficient money related back up is required for innovative work in every
specific market. Consequently the hazard is additionally high which the organization is taking, if
not effective in supporting in the new market there would be gigantic misfortune for the
organization.
To enter enormous markets, for example, India, China and Europe and so on where there is as of
now a demand for this brand. Fixation in one specific market and completing it first and then
moving to another region demonstrates better situating and showcasing for the item. M&S can
change its showcasing style from item headed to advertise driven (Jean-Claude and Julie, 2013).
This encourages the organization to understand the territorial demand of their items and to cook
it as needs be.
Expansion of business
The business expands its operations by making the strategic plans for their company. The
company forms its expansion by first targeting the market for near by countries and then
expanding itself into the more developed or developing countries. The company knows that they
prices can get afford by the people who have the income of above average people. As the
company provides the quality products, they also have set the high prices. Therefore the
company has to target the customers group which can easily afford the set prices. Also the
company targets the market which has the income of above average. The company first launch
its store in London and then expands it to other countries or states. The organization expanded
into Canada in 1973, and at one point had forty-seven stores across Canada. Unfruitful areas
were shut. In any case, the Canadian tasks kept on losing cash, and the last 38 shops in Canada
were shut in 1999.
In spite of the fact that the Paris shops stayed mainstream and productive, the Western European
activity all in all didn't admission too and eighteen shops were sold in 2001. Be that as it may, in
April 2011, M&S changed headings again with a declaration to revive a store that won't just sell
apparel yet food too. What's more the gathering will likewise open a few food outlets all through
the French capital. In 2016 M&S expanded to sell through European commercial center Zalando

on their German, French, Dutch, Belgian and Austrian locales with a scope of kidswear and
lingerie (Julian, Rezaei and Amin, 2014).
Academic theory of Porter’s generic
The marks and Spencer company uses the combination of all the three strategies i.e. cost
leadership, differentiation and intensive growth strategy. They make the correct use by:
Cost leadership: Cost leadership theory includes increasing an upper hand by bringing down the
expense. Cost administration is the primary nonexclusive methodology that Marks Spencer
utilizes in different buyer markets. The company perform it by:
 The essential goal of utilizing this procedure is to protect the market authority position
through productive worth chain the executives.
 This procedure permits Marks Spencer to expand the piece of the pie by focusing on the
white collar class, which makes the biggest extent of in general purchaser advertise blend
in the greater part of the nations. White collar class purchasers for the most part place
high significance to the estimating variable and cost administration is the best system to
provide food the requirements of this buyer fragment.
 Marks Spencer centers around moderateness and simple availability of its produce over
the globe, which leads towards high brand mindfulness and high deals development and
gives a solid upper hand premise.
Differentiation: differentiation is another most generally utilized nonexclusive methodology to
construct an upper hand. Marks Spencer utilizes separation in blend with the cost administration
procedure to accomplish development targets and friends do it through:
 The selection of separation as an auxiliary nonexclusive system permits Marks Spencer to
expand the client base by stressing over the exceptional item includes.
 Marks Spencer's key target of utilizing this technique is to separate by installing the
development and address the buyers' developing wellbeing concerns. For instance, Marks
Spencer has broadened its product offering in the wake of contemplating the buyers'
changing advantages to separate itself from contenders and expand the extent of chances
inside the business. The blend of the separation and cost initiative has helped Marks
Spencer fabricate a solid and faithful client base.
 Broad experience, the most seasoned brand and solid nearness in everywhere throughout
the world are some separation factors that are featured in the organization's advertising
and correspondence techniques.
Focus: Focus is the third nonexclusive serious methodology that urges organizations to focus
their assets on expanding the barely focused on sections. At the point when organizations
embrace the center system, they serve specific market portions and base their upper hand on
niche showcasing. Marks Spencer embraces the center system both as far as minimal effort and
offering the best worth. The minimal effort center procedure is embraced by serving the

necessities of a niche showcase section at the most reduced conceivable cost (Kasemsap, 2015).
While, best worth center technique is received by underscoring over the taste, size and structure
of the item that could best match the clients' needs and necessities.
Intensive growth: Intensive growth methodologies manage the improvement of new items or
markets to achieve corporate growth targets. The worldwide organizations like Marks Spencer
consider these techniques to understand how to promote entrance into existing markets is
conceivable and how the client base can be expanded through the market and/or item
advancement (Keegan, 2017). Intensive growth systems help the organizations to develop
rapidly by effectively looking for the item/showcase extension openings. The special blend of the
three principle conventional technique streams-cost, separation and center set the reason for
Marks Spencer's intensive growth procedures.
CONCLUSION
From the report discuss above, the global marketing expansion of company marks and
spencer has been mentioned. The report includes the external factors like political, economical,
social, and technical factor which emphasis the factors which can affect the working of an
organization. Also the history of company’s expansion plan has been mentioned into the report.
Apart from this the porter’s generic analysis is also included.

REFERENCES
Books and Journals
Al‐Khatib, J.A., and et. al.,2016. The ethical profile of global marketing negotiators.Business
Ethics: A European Review. 25(2). pp.172-186.
Burns, A. C., Bush, R. F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Griffith, D. A. and Hoppner, J. J., 2013. Global marketing managers: Improving global
marketing strategy through soft skill development. International Marketing Review. 30(1).
pp.21-41.
Jean-Claude, U. and Julie, L., 2013. Marketing across cultures.
Julian, C. C., Rezaei, S. and Amin, M., 2014. The impact of knowledge management, brand
orientation and global marketing strategy on performance. In Research Handbook on
Export Marketing. Edward Elgar Publishing.
Kasemsap, K., 2015. The roles of cross-cultural perspectives in global marketing. In Analyzing
the cultural diversity of consumers in the global marketplace (pp. 37-59). IGI Global.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Matanda, T. and Ewing, M. T., 2012. The process of global brand strategy development and
regional implementation.International Journal of Research in Marketing. 29(1). pp.5-12.
Quelch, J. A., 2017. Global marketing management: a casebook.