Project Plan: Analyzing M&S's Global Market Strategies

This project plan examines Marks and Spencer's (M&S) strategies for entering and operating in global markets. It begins with a project rationale, aims, and objectives, followed by a detailed project plan outlining key stages, activities, and timelines for analyzing retail trends, industry data, and M&S's organizational performance. The project incorporates both primary and secondary data collection methods, including questionnaires and literature reviews, to assess the company's strengths and weaknesses against industry trends. A PESTLE analysis is used to evaluate external factors. The plan concludes with recommendations for M&S, such as expanding its online reach and focusing on joint ventures. References and appendices are included to support the analysis. This project plan provides a comprehensive overview of M&S's global market strategies, offering insights into its operations and future growth potential.

Project Plan

Project plan

Key information
Project Plan
Student name
Company name
Marks and Spencer
Rationale of project This project is undertaken in
order to examine the various
ways which can be use by
enterprise to enter into different
markets. To examine different
strategies which can be adopt by
company to implement all its
commercial activities at
international level.
Aim of project
To identify the various ways and
strategies which can be use by
company to operate at global
level.
Objectives of project
To understand the concept of
globalisation.
To identify the various ways
through which company can
enter into global market.
To understand the relationship
between globalisation and
success of a company.

Retail trends Industry data and literature
search
Estimated time- One month
Start date- 25 March
End date- 25 april
Write up of retail industry
trends
Estimated time- 10 days
Start date- 30 April
End date- 10 May
Analysis of your organisation Background of an
organisation
Marks and Spencer (M&S) is a
known and well-established
multinational company whose
headquartered is located in
London, UK. The company was
establishjed in the year 2008 and
after that in the year 1998 it
became the first British retailer
to generate a pre-tax profit of
over 1 billion pound (Wheelen
and et. al., 2017). It deals in
wide range of products such as
clothing products, home and
luxurious food products. The
company always tried to expand
its market share with the help of
their over 80,000 employees
who provide continuous support
in their growth and success.
Primary data (interviews,
questionnaires etc) and
secondary data
Primary data provides reliability
and accuracy to the researcher
which increases the
effectiveness of decisions made
on the basis of gathered data.
For further expansion of M&S,
The researcher conduct an
appropriate research under
which primary data has been
collected using questionnaire
method. On the other hand,
secondary method is alos opted
which takes less time and money
in collecting relevant data
related with the topic of

research. To collect secondary
data, journals and articles
published on internet by
different authors on the chosen
topic are undertaken (Zerfass
and Viertmann, 2017).
Performance of
organisation against
industry trends (e.g.
identification of relative
strengths and weaknesses)
Strengths:
 M&S is well established
brande engaging in
providing “value for
money” due to quality of
their wide range of
products such as
clothing. Food products
etc.
 It has operated over 1000
stores in more than 40
nations.
 It has employed more
than 80,000 employees
which makes easy for
company to expand its
business globally
(Parviainen and et. al.,
2017).
Weaknesses:
 Lots of retailers existed
in UK market such as
Tesco, River Island etc.
Which gives tough
competition to M&S.
 Higher competition in
retail market restrict
company to limit its
market share.
 Due to the huge
popularity of its brand,
M&S sometimes failed
to protect their brand
from misuse of fake
imitation products.
Other PESTLE is another useful
analytical method to use which
assist M&S to evaluate the
external factors including
political and economic factors

etc.
Recommendation Write up and action plan M&S should growth its online
reach to various nations through
fashion platforms such as
Myntra which is operated in
India and Zalando which is
operated in Europe (Bendell,
2017). M&S should proposes to
operate with fewer wholly
owned markets and should have
a greater fous on its well
established joint venture and
franchise partnerships.
M&S should develop its
marketing strategy through
adopting digital media who can
easily grab an attention of huge
amount of customers across
worldwide. For example social
media etc.
Misc/Other Referencing 21 June
Appendix 22 June
Submit to Turnitin
REFERENCES
Books and Journals
Bendell, J., 2017. Terms for endearment: Business, NGOs and sustainable development.
Routledge.
Zerfass, A. and Viertmann, C., 2017. Creating business value through corporate communication:
a theory-based framework and its practical application. Journal of Communication
Management. 21(1). pp.68-81.
Parviainen, P. and et. al., 2017. Tackling the digitalization challenge: How to benefit from
digitalization in practice. International Journal of Information Systems and Project
Management. 5(1). pp.63-77.
Wheelen, T. L. and et. al., 2017. Strategic management and business policy (p. 55). Boston:
pearson.