A Report on Marks & Spencer's Global Marketing and Expansion Plans

This report provides a comprehensive analysis of Marks & Spencer's (M&S) international marketing strategies and global expansion plans. It begins with an introduction to international marketing, highlighting its significance for business growth, and then delves into the scope and key concepts relevant to M&S. The report explores the rationale behind M&S's desire to market internationally, examining the drivers for expansion and the various routes to market available. It then evaluates the market selection process, focusing on countries like Sri Lanka, Nigeria, and Uganda, analyzing market potential and competition. The report further describes market entry strategies suitable for M&S, followed by a discussion on the key arguments in the global versus local debate. It also examines how M&S adapts its product, pricing, promotional, and distribution approaches in different international contexts. Finally, the report outlines key approaches M&S can adopt internationally and provides recommendations for successful business operations in the international market, concluding with a summary of findings and recommendations.

INTRODUCTION
International and global marketing plays important role in relation to have the expansion
of business on the world-wide basis. This is helpful to have increment in the market share, target
market and profitability in the business enterprise. The present assignment will outline the
activities of M&S in order to expand business activities on global level. This firm is engaged in
the activities of clothing as well as food. The M&S is looking forward to having expansion of its
business units on global level so that firm will achieve high revenue. This assignment will be
helpful for M&S to have global expansion of their business activities. The main aim in relation
to international expansion is to sell the products of business in to other market.
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INTERNATIONAL
MARKETING
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Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Analysing the scope and key concepts of international marketing using Marks and Spencer
.....................................................................................................................................................1
P2 Rationale for Marks and Spencer to want to market internationally and describe the routes
to market......................................................................................................................................2
P3 Evaluation on the market selection process for Mark & Spenser..........................................3
P4 Description on the market entry strategies for the Mark and Spenser...................................5
P5 Key arguments for the Mark and Spenser in the global as well local debate firm. ..............6
P6 Description on the product, pricing, promotional and distribution approach of Marks and
Spencer differs in a variety of international contexts..................................................................7
P7 Description on the key approaches in relation to internation which can adopt by M&S. ....7
P7 Recommendation on how they operate business activities in the international market. .......8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
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P1 Analysing the scope and key concepts of international marketing using Marks and Spencer
International marketing also termed as global marketing is a method of upgrading the base
of customers and taking the business to another level. In simple terms, it is a process of growing
up the business from domestic to international level as a way of influencing the entire globe with
certain effective steps. With a similar context of international marketing, Marks and Spencer
(M&S) can together consider promoting their brand to an international level and attract more
number of consumers. This will not only tend to increase the customer base of M&S but will also
result in generating more number of profits as well as recognition at a worldwide level.
International marketing has become a major agenda of all such companies that are willing to
attain an international base to earn huge amount of profits and income. For this purpose, it is
important for them to understand the scope of concept of global marketing. Below defined are
some key consideration that depicts some proven possibility of international marketing-
 Imports and exports- These are the most common forms of working at an
international level where importing means to buy the products from outside and
resale the same to the potential consumers in the domestic market. Export with a
contrary outlook means to send finalised products to the international market with
an option of sending it to their own franchisee outside and then sell it to the
customers.
 Joint venturing- It is yet another effective way in which M&S can consider
working globally. It determines the need of having a co-operative association
among 2 brands for a reasonable time period. It however demonstrates a strategic
approach where M&S will be required to tie up with a local company who is
agreed to share the business and accordingly divide their shares to proportionally
bear the profits and losses.
Apart from this, there together exists some fundamental concepts defining the nature of
international marketing and are stated as-
 Availability of a broader market- This is a foremost benefit of working
internationally that is not constrained to the domestic population and in which, the
population of other nations can be easily targeted by M&S.

 Requirement of a broader competency- This is referred to be a slightly
unfavourable concept of international marketing. This is on considering the fact of
operating globally where M&S will require to have a greater level of competency
with specialised skills of management.
 An intensified competition- Adoption of international marketing strategies will
necessitate M&S to compete with both its domestic as well as international
contenders working in a similar area of business. This leads to create an
intensified state of competition among the rivalries.
 Involvement of high risks as well as challenges- International marketing is known
to exist with a greater involvement of risks as well as challenges. This is with a
special consideration of several political, social, cultural as well as legal changes.
This is for instance on considering cultural barriers that is evident to hamper the
process of communication while operating at a worldwide level.
P2 Rationale for Marks and Spencer to want to market internationally and describe the routes to
market.
An international market is the market, that conduct it's business functions outside the
international borders of the citizenship of the country. Functioning business in international
market is very critical process because of high competition, it is very important for the
organisations to construct proper plans and policies in order to conduct there business at
international level. Marks and Spencer is planning massive international expansion of the
company in order to increase there productivity and profitability (Hadjikhani, 2016).
Marks and Spencer is planning to expand it profit by 50pc over four years with opening
of 250 stores, along with 20 outlets of food in Paris. The reason behind why the company wants
to market its business internationally is, due to its high popularity in overseas. But in 2013 the
company has seen fall in the growth of the company. In 2001 the company has diminished all its
overseas business and concentrates only upon it domestic business but this create a situation of
huge loss for the organisation. As per the reports of 2014, the company is targeting international
market to encounter its marketing strategies by creating appropriate mission and vision for the
working of the organisation. For entering in the large market of China and Europe, where there is
very high competition, it is very important for the organisation to concentrate upon its marketing
strategies. For expanding the working of the business organisation often enhance there business
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into international market, if proper marketing strategies are followed by the firm than this will
help them to ensure growth and development of there organisation (Toms, 2016).
Marketing strategies followed by the organisations should be different in domestic and
international market, as because of the difference in the target audience. Marks and Spencer
should spread there manufacturing units into different regions of the world in order to cater the
information regarding the growth and development of the different markets. It is also very
important for the company to maintain the high end quality of there products in order to maintain
sustainable position in the international market. This can be conducted by following appropriate
strategies that can be useful for the company in order to attract th attention of the customers in
international market (Zeriti, 2014).
P3 Evaluation on the market selection process for Mark & Spenser.
Market selection process- The market selection is the process which is helpful in order to
deciding that in which markets to invest and pursuing to operate the activities of the business. In
this one of the important factor to kept in mind is selecting any suitable market which will help
to have growth potential so that firm is able to maximize their growth by investing in the
particular market. This is need to be done in order to evaluate the opportunities available, growth
potential and ability to compete the firm in new market. This provides the direction to
undertaking the business activities in the effective mode. The entity can enter into the new
market if its having growth potential and it can be measure with the help of revenues and sales
graph of the particular market. There are the following countries in which M&S is planning top
have expansion of it business activities in order to earn the large amount of profitability and
productivity. These as are follows-
Sri-Lanka-
 Competition- For the retail industry of clothing, it can be seen that there is low amount of
competition available as there are only 19 retail stores in sri-lanka. Out of this 19, 15
retail stores is situation in the Colombia. There are many states in which there is no
presence of retail shops. The market potential of this country is very strong, hence there
is very low competition available. In this manner it can be true to said that this is helpful
in relation to have greater sales. In addition to this, this is suitable market to establish
retail market like M&S so that firm is able to carry the activities of the business in
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smooth manner. This location will be helpful to earn the higher amount of profitability as
well productivity.
 According to economic and political stability have funded Sri-lanka in order to
infrastructural development. This factor has made up one of the new real estate markets
in Asia pacific region. The increment in the growth of retail firm will be helpful in order
to rising in the per capita income.
 The retail industry in the Sri-Lanka is almost driven by the domestic customers. This will
be helpful to have more disposal income to spend on the retail commodities.
 The population graph in the Sri-Lanka is rapidly increasing there are 21 millions live in
Sri-Lanka. In this manner there is high level of inclement in the demand for goods and
services in the retail sector. In this manner it can be true to said that it sis beneficial for
retail industry to establish market in the retail sector. The population is one of the
important factor in relation to opening of retail industry in the UK.
Nigeria-
 Environment- The market potential depends on the factor like political and economic
environment of the country. At this location the interest rate is very low, as a result
people are willing to use credit to purchase on costly items. In this manner it can be true
to said that there is demand for the product is very high. By establishing retail sector the
firm can earn the large amount of the revenue. This is helpful in relation to add the
market potential to the firm. For retail industry is the benefited point that there is low
amount of interest rate due to this the tax rate of the country is also low. In this manner
the individual willing to spend more on the commodities as there is not to be paid extra
income for goods and services. In this way the consumer will buy more and firm is able
to have more amount of the profitability and the productivity. In order to establishing the
firm activities in the new market the environment plays the major role so that there can be
increment in the profit growth in the market. In this way the online activities will also
play the major role to establish the marketing activities this kind of the factor are helpful
in order to earn the large amount of the profitability and the productivity in any other
market. The environment of the country play the essential role in order to enhance the
profitability scale of the firm in the large manner.
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 In the Nigeria it has found that they are having the informal company due to this market
is high suitable for the cloths, electronic items and food etc.
Uganda-
 This is the country in which people belong to here are highly dependent of the
fashionable trends and they change as per the latest trends in the fashion markets. This
will be beneficial for the retail industry to establishes there business in this kind of the
place. This will be helpful to have increment in the profitability as well productivity of
the business. The policies and procedures which are set by the government are based on
very lenient manner. In this manner the business activities of the M&S can easily be
establish in the new market like Uganda. This will be helpful in relation to earn the
profitability and productivity in the high manner.
Hence, it can be true to said that the retail industry like M&S need to take the effective research
on the market activities of other country so that business activities can be set up in the effective
and efficient manner. By good research the business enterprise can able to gain more amount of
profitability in the market.
P4 Description on the market entry strategies for the Mark and Spenser.
There are kind of ways are given in order to which the Mark & Spenser can establish
there business activities in the new market. The number of factor are given such as are tariff rate,
taxation rate, transportation cost etc which all are affecting the market entry in the new location.
Following are the strategies which is need to be adopted by the Mark & Spenser need to be
adopted, these is defined in the following manner as are follows-
Direct exporting- This is the firm in which business enterprise works as to selling the
commodities directly into the markets by suing the resources of the company. When they
develop their sales program they work as to turn their activities to the distributors and agents
who are present in the market in relation to carry the activities of the firm. These distributors and
agents work as per the interest of the organization. In this manner they work as to face of the
organization and became key personal who works as to selling the product of the firm. This is
one of the best strategy which can be adopted by the MARK AND SPENSER in relation to carry
their business activities in the effective manner. With the help of these kinds of strategies they
are able to take entry into the new market. In this the distributors and agents are need to be hired
who will be local individuals and need to have complete knowledge about the market and
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consumers. This will help to gain the large amount of the revenue as the distributor are having
the close relationship with the customers in the market. These people are having already idea
about the taste and preferences of the customer so that market activities can be grow in the
higher manner. There are various other market strategies but this will be helpful in relation to
making the customer aware about the good and services in the market. With the help of this the
firm is able to earn high amount of revenue in the market. This kind of the strategy will be useful
for the Nigeria as there are low amounts of tax and interest rates.
Licensing- this is the kind of the strategy which is helpful in relation to give the rights to use the
services and products to the local firms. This kind of the strategy is very helpful in relation to
have the license by the purchaser in order to have the large amount of the market share. This is
also one of the effective market strategy which will be helpful to adopted by the Mark & Spenser
as there are various numbers of big retail firm available in the Sri- Lanka. There are various
states in the Sri-Lanka where there is no retail store of the clothing sector. In this manner this
strategy will be helpful in relation to give the large amount of the profitability and well
productivity in the market. With the help of the licensing there can be increment in the loyalty of
brand in this way the Mark & Spenser can able to target the these stage in order to have the high
amount of productivity in the market. The licensing gives the right to sell the products of one
country to another with the help of all legal requirements. After, having increment in the brand
loyalty of the firm they can also take the initiative in relation to opening of the stories in the that
place with the help of licence.
Franchising- This is also one of the impressive marketing entry strategy in order to have rapid
expansion of the activities of the firm in other market. With the help of the franchises mode one
business activities can be adopted in the other markets.
Joint ventures- this is also the one of the best strategy in relation to marketing the activities of
the firm. In this the risk factor is also associated with both of them. In this two companies
aggrees to perform their activities in the particular market.
P5 Key arguments for the Mark and Spenser in the global as well local debate firm.
The argument is given on the basis of following point on the taken countries as are
follows-
Local debate versus global-
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There are various kinds of the advantage as well disadvantage which can affect the
working of enterprise in order to have expansion of units of the firm in the new markets. The
global expansion is one of excellent approach in relation to selling of commodities in the market.
There is universal approach to the management. On the global level the competition will rapidly
increase which can affect the working of the enterprise in the larger manner. In the expansion of
the business the factor of risk is also associated with it in the high manner. Sometimes, there can
be issue in relation to have the adjustment in the foreign culture. There can be issue in relation
barriers of language which can also affect the working of the enterprise in the large mode.
P6 Description on the product, pricing, promotional and distribution approach of Marks and
Spencer differs in a variety of international contexts.
The marketing elements are those strategies which will be helpful to promote the working
of the enterprise in the effective manner. With the help of this the firm is able to earn the large
amount of the profitability as well productivity. In this manner there are four kinds of the
elements such are as product, place, price and promotion. These works as the pillars with the
help of which the organization can able to earn the high amount of the profitability in the market.
These are defined in the following manner as are follows-
Product- In the Sri-lanka people will easily accept the changes. They are high dependent on the
trends available in the market. In the Nigeria people belong to the differed cultures as per this
there is need to prefer the differed traditional cloths in the market.
Price- In the Nigeria the people are poor, the economy of this country is not so effective so that
prices of the product is need to be in the affordable manner. In relation to Sri-lanka the firm need
to adopt the facility in relation to discount so that they can attract the customer with this kind of
scheme.
Place- the both of the place is suitable for the opening of the retail sector in these countries. In
Nigeria the population is very high as compared to the other states.
Promotion- for promotion they are taking various mode of communication as are television,
online marketing activities so that there firm is able to get the popularity in the market.
P7 Description on the key approaches in relation to internation which can adopt by M&S.
There are various kind of international marketing approaches which is need to be adopted
by the Mark & Spenser. These are defined in following manner as are-
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Standardization- With the help of these kinds of the strategies the firms need to take the
initiatives in relation to maintain the tactics and standards at the time of expansion of the
business units. The firm need to follow the similar guidelines so that the activities of the business
can b expansed on the highly mode. The one of the major advantage in this relation because the
firm needs not to invest the amount of money in adopting the special marketing for the every
market.
Adaption- The firm who are operating their business in the global markets need to understand
the local difference based on the factors like language, religion, culture, distribution channel and
legal requirements. In this manner the firm need to deliver the differed kind of goods and
services which is helpful to lead the success in the market. In this business enterprise need to
consider the needs of the local markets, standards and regulations. This strategy will modify the
features and quality by understanding the requirements of the local people. This kind of the
strategy is helpful in manner to earn the large amount of profitability in the market.
Contingency approach- This is the approach in which management theory suggest the most
appropriate style of management. This is based on the various number of assumption with the
help of this there is number of universal solution to manage and solve the problem on the global
level. The M&S need to take this approach, it will be helpful for the organisation to have
expansion of the business activities on the global level. The main aim in relation to international
expansion is to sell the products of business in to other market.
P7 Recommendation on how they operate business activities in the international market.
Government- The legal authorities in Sri-Lanka and Nigeria adopts the free market. In the most
of the foreign countries there are rules as that there is need to have the local partners but in the
countries like Uganda and Nigeria there is presence of this kind of roles in the market. In
addition to this the interest rate is very low due to which the individuals are able to buy the more
expensive products.
Geographical area- the area and population of Nigeria is very high as a result there are large
number of audience can be targeted in relation to sell the products in the market. The only
disadvantage about these facts is that the number of the customers are having the differed needs.
Sometimes it is hard to cope will the wants and needs of the customer in the market.
GDP rates- the GDP rate in the both the country is on the high level. Due to this the growth rate
in relation to demand of the product will be high. This is one of the better advantage for the Mark
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& Spenser in order to sell the commodities in the new market. This will be helpful to enhance the
profitability of the firm in the high mode.
Competition level- The number of retail market in Nigeria and Sri-Lnaka is on the very less
manner. Due to less competition there can be high level of the opportunity in the retail sector for
taking the operation of business in the high level. This kind of factor will be helpful in order to
earn the huge amount of the profit so that the market activities will be grow effectively. In this
the demand for the product will automatically become high as the customer in the market need
OT buy the only those products which are already available in the market.
Increment in the use of internet- In both the countries like Nigeria and Sri-Lnaka people are
well educated. According to the survey they are high dependent on the activities of the online
marketing. In this manner the retailer will get the advantage with the help of the using of the
internet facilities as this will be helpful to grow the profitability of the market in the high
manner.
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CONCLUSION
Based on the above report it can be concluded that International and global marketing
plays important role in relation to have the expansion of business on the world-wide basis. This
is helpful to have increment in the market share, target market and profitability in the business
enterprise. The present assignment has cover the activities like market entry strategies so that the
activities of the firm can be expanded on the global level.
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