Detailed Business Report: Marks & Spencer's India Expansion Strategy

This business report provides a comprehensive analysis of Marks & Spencer's (M&S) potential expansion into the Indian market. The report begins with an executive summary and introduces the business idea, focusing on M&S's plans to launch operations in India and expand through a new application. The findings and analysis section delves into the mega-environment (political, economic, social-cultural, environmental, and technological factors) and the task environment (customers, competitors, suppliers, and local regulations) in India. It examines the economic conditions, government policies, technological advancements, and socio-cultural aspects influencing business operations. Furthermore, the report assesses the competitive landscape, customer preferences, and supplier dynamics. The report also highlights the relevant laws and regulations that M&S must adhere to, including labor laws. The report provides an overview of the market entry strategy, including digital marketing and customer behavior. The report concludes with recommendations based on the analysis and references supporting sources.

Business Report

Executive Summary
Every business report require perfect analysis under which various operations activities
are defined in an appropriate manner. For this relation, management have to take proper actions
on their decision so that they can maintain flexibility in business. For establishing a business in
new market world, it require a perfect analysis of such area by organising PESTEL. Along with
this, analysis of various users perspective is another essential measure through which all targets
get ascertain in an adequate manner. Every concern have to take some steps which enable large
firms to deal with evert uncertain situation.

Table of Contents
Executive Summary.........................................................................................................................2
1. INTRODUCTION.......................................................................................................................1
2. FINDINGS AND ANALYSIS....................................................................................................2
2.1 Business idea.........................................................................................................................2
2.2 Mega Environment................................................................................................................2
2.3 Task Environment ................................................................................................................3
2.4 Laws and regulations.............................................................................................................5
2.5 Financial growth in year 2016...............................................................................................6
CONCLUSION................................................................................................................................7
RECOMMENDATIONS ................................................................................................................7
REFERENCES................................................................................................................................8

1. INTRODUCTION
Business is a composition of various number of activities with a motive to provide quality
products to their ultimate customers. It is essential for every organisation to identify the
measures which are harmful for an entity in long term context. Whenever an organisation want to
start a new project, a critical analysis of all aspects of market have to get done (Bryman and Bell,
2015). This is a helpful measure to manage business and ascertain targets in properly with
suitable time frame.
Marks & Spencer plc is a major British multinational retail sector organisation with a
headquarter in Westminister, London. This company was founded in the year 1884 by Sir
Michael Mark Thomas Spencer. More than 80000 employees are currently working in
worldwide corporations of business with a motive to provide high quality products to their
ultimate customers.
Steve Rows, chief executive officer of a company suggest an idea under which company
want to launch their project in India which is consider as major developing nation in the world
rather than others. Along with this, another major idea is related with digitalisation by launching
application. For this relation, management want to conduct a research and prepare a report to
analyse that operating a new business in India suitable for a company or not. Thus, this project
consist various aspects under which an analysis get done which includes Mega environment and
Task environment. Along with this, past few years report also get included in this report which
state that Marks & Spencer is generating more and more profit from past few years.
Along with this, management have to analyse customers perspective as well like what
sort of products they really like. Number of competitors in market is high due to emerging
market in world and they are taking place at global market by increasing job opportunities.
Although, analysis is helpful in understanding that management decision to operate business in
India is appropriate or not for their further development (Chen, Chiang and Storey, 2012).
Hence, in India consumers do not prefer to buy products from super markets. Along with this,
business also have to start their execution through online. This digitalisation enable them in
rendering products at door to door. For this technological development management want to
launch their application around the globe. Before this execution, Marks & Spencer never arrange
such kind of operations through online marketing. This concern is helpful for business in their
growth and future development and ascertaining all goals and targets properly as well.

2. FINDINGS AND ANALYSIS
2.1 Business idea
Marks and Spencer have to analyse two environment segments under which they are
going to deal with such consent for future and further development. According to Chief
Executive officer, management wants to launch their another business segment along with
execution of new application through which many customers become able to purchase through
internet as well (Collis and Hussey, 2013). Door to door selling concept is helpful for an
organisation as well maximise their profit generation capacity. There are mainly two
environment have to analyse by Marks & Spencer to conclude a beneficial decision in long term
context. On the basis of this, if management find out any sort of deviation then such project have
to put on hold.
This project get started with a code name “ Marks & Spencer, Indian consent” and their
application launching campaign started with a slogan of “Make business digitalise”. This
business idea enable management to take profitable decision and create a distinct image of a
company in front of others as well. Thus, all such beneficial decision will enable management to
gain market share and become one of the best market leaders in India as well as at global level.
Hence, in case of difference in any of their analysis, then management have to drop this idea
frequent manner. Thus, business idea includes a mega environment and task environment
analysis of India and opinion of people as well for launching an application.
2.2 Mega Environment
It is such environment of business which affect an organisation from outside business
world and significantly affect potential of every firm performance. This environment
significantly affect business to a larger extent which is harmful and their potential also get
decline (Davis, Kingsbury and Merry, 2012). The mega environment of Marks & Spencer
includes political environment, economical environment, social culture, environmental and
technological environment of India and other parts of world as well. This will support
management to take proper actions in expansion so that more and more profit get ascertain.
2.2.1 Economical: One of a major aspect before starting any new project in
other country is economical condition of a country. All facts which are included
in economy of a country like inflation, depression etc. made a vast impact on

business profit and their performance. If per capital income of people reduce then
their purchasing power also get affected which will ultimately reduce demand of
various goods and services and thus organisational profit get shrink. Thus, Marks
& Spencer have to analyse economical condition of India and then implement
their business over there.
2.2.2 Political: Government laws and regulations affect business world most
vastly thus, changes in law also affect business in adverse manner. Moreover,
positive attitude of elected political party also play an effective role in such
relation with stability in long term context (Heaney and Holick, 2011). Changes
in government and legal policies affect business which directly made a vast
impact on growth. Marks& Spencer have to analyse all political situation of India.
According to present context, they can launch their business in India because it is
a developing nation and have capability to manage everything in a proper manner.
2.2.3 Technological: A major task for which every business have to perform is
to align working with new and current technological state. If any organisation use
previous consent in present business world then they are not able to deal with all
things in a proper manner. Marks and Spencer have to use new technology in their
growth and development by launching new application through which business
become modernise and they will going to sale products through internet as well.
For this perspective, India is define as a major area as well where this rapid
change support success and profit.
2.2.4 Socio- culture: This includes different individual perspective and
behaviour for purchasing a product or goods and services. Change in customer
perspective is not a new concept in business and thus managers have to adapt
them properly so that they are going to deliver products which are according to
user behaviour and expectations (Kose, Otrok and Prasad, 2012). Marks &
Spencer have to analyse all users segment of India and deliver quality range of
products according to their nature.
2.3 Task Environment
It is such type of business environment which directly affect organisation performance
and restrict them in attain their targets in properly as well. In simple context, task environment

consist such type of situation which originates from suppliers, customers, distributor and
competitors of a company and made a impact on business performance and on their targets as
well. It enable and provide a framework through which such factors will analyse which are
helpful or affect business success and push towards failure as well (Task Environment, 2017).
Although, managers have to prepare such strategies which made them aware to deal with such
uncertainty of dynamic external environment. Marks & Spencer have to analyse all factors of
task environment and conclude a beneficial judgement which is in favour of a company.
Although, not all customers have similar nature. Thus, management have to apply this concept
when they are going to deal in India. Moreover, might be suppliers and distributors not support
them in making expansion or vice versa. But overall things are operated around users and for
this, CEO have to analyse all segments of customers and render products according to their
nature.
2.3.1 Customers: A major element which consist by task environment is product
customer. Management have to take some crucial steps which enable them in
satisfying needs and wants of various number of people. Although, not every user
have similar nature (Muratovski, 2015). Some of them require good and high
quality luxury brands and products. Marks and Spencer have to analyse
perspective of Indian customers that what kind of products and services they
really want to take. On the basis of this, company become able to deal in proper
manner. Although, they become able to maximise profit and increase satisfactory
customers as well.
2.3.2 Competitors: Number of competitors in market are very high as they
provide various offers through customers attract more number of users. Every
company provide distinct quality products whom have ability to attract more and
more number of customers. Marks and Spencer have to analyse various number of
rivalries in India which are D mart etc. whom provide variety of offers to their
customers in relation to attract them.
2.3.3 Supplier: Bargaining power of suppliers is high in such market area where
they are low in number but in India bargaining power of suppliers is low as they
are wide in range. Along with this, management have to maintain good relation

with suppliers as well to render products in such area where the chances of
distribution is low.
2.3.4 Local regulation: Several laws and regulations are formed by local
government which have to follow in an appropriate manner (Russom, 2011). It is
essential for Marks and Spencer to analyse all such local regulations which are
taking place in such community where they are going to operate their business . It
enable them in preparing strategies on the basis of various aspects which are
taking place in environment so that more and more adequate outcome can be gain
in proper context.
2.4 Laws and regulations
Every company who want to launch their business and activities in another country have
to follow several laws and regulations which are taking place in them. It enable an entity to
operate with diverse activities in a proper manner. India is already a member of International
labour organisation under which it is working in favour of employees so that they are going to
contribute more and more (Business Laws & Regulations in India, 2017). This process includes
various acts which have to take in account by Marks and Spencer so that each and every
operation will going to get done in an appropriate manner:
 Payment of wages act, 1936
 Industrial Employment act, 1946
 Payment of Bonus act, 1965
These are several major laws which have to take in consideration by M&S managers so that they
are going to manage every activity. All laws and regulations are differ from United Kingdom
which is a born country of a company. Hence, managers have to adapt them properly to deal with
such relation properly.
Along with this, a major concept is also determine in every country whose act is different
in every nations which is trade union. On the basis of this, M&S have to maintain and protect
right and responsibilities of every employee and staff member and provide more and more
opportunities to them. If, company will not provide them more opportunities, then trade union
will lead to affect operation through strikes(Nathan, 2013). Hence to stop such activity business
have to take in account Industrial dispute act of 1946 which aid in managing all things between
employer and employee of a company to manage every sort of activity. Foreign trade act of

1992, enable many large firms to make their investment in India. Marks and Spencer can use this
can use this act for their foreign direct investment and enable growth promote development as
well by providing wide range of opportunities.
2.5 Financial growth in year 2016
(Sources: Marks & Spencer financial results, 2016)
Marks and Spencer is one of the such enterprise which always in the mid which state that
sometimes they require more and more fund to get invested but few times they are not. Their
growth is relatively slow as compared to past few years but steady in nature which state that
business have good market growth. They are not consider as market leader but have good
opportunities in emerging market as well.
According to thumb rule which state that 2% growth is appropriate in nature and thus
Marks and Spencer have 2.1% from the past 10 years but growth is too slow. Company maintain
their growth in inflation time as well but has not actually grown yet (Why Marks and Spencer’s
shares would have to fall to 300p before I’d invest, 2017). Thus, for this relation, company have
to establish some outlets in other overseas which state their growth at internation market. Thus,
this business idea is appropriate for management in increasing their growth and sales. Not even a
Illustration 1: Marks & Spencer financial results, 2016

major development has identify in past few years and foe dealing with this, such consent is
appropriate.
CONCLUSION
From the above mentioned business report, it can be concluded that all the operating
business have to accomplished for a specific purpose so that they set their rules and regulation
accordingly. They set their target according to the market trends which will aid in achieving in
appropriate time period. For set new business and attain higher success M&S have to analysing
all the market trends as well as surroundings such such as mega environment and task
environment. Both are include various key elements which aid in evaluating the actual
performance of the market. All these define some legal and political factors which is important
for the business to implement in their process so that they can easily set the business activities at
competitive market place and also attain positive growth in appropriate manner. Various laws
and regulation also mentioned in above which is also important for the company to follow it
effectively because it define the actual concept of the market as well as country. Last but not
least for assigning desirable goals and objectives company have to implement all the aspects in
their business to that they can easily get competitive advantage in the market.
RECOMMENDATIONS
Marks and Spencer idea for business development is appropriate in nature which enable
them to deal at different market situation. Along with this, from last few years, not even a rapid
growth is identify in their sales which is harmful for business context as they have more and
more stores in UK at every street corner. United Kingdom market is not appropriate for further
business after Brexit when more and more policies of business get changed. Thus, management
idea which is related with Indian market is appropriate. Their is a emerging development
identified in past few years which aid in improving condition of Indian economical market.

REFERENCES
Books and Journals
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postgraduate students. Palgrave macmillan.
Davis, K. E., Kingsbury, B. and Merry, S. E., 2012. Indicators as a technology of global
governance. Law & Society Review. 46(1). pp.71-104.
Heaney, R. P. and Holick, M. F., 2011. Why the IOM recommendations for vitamin D are
deficient. Journal of Bone and Mineral Research. 26(3). pp.455-457.
Kose, M. A., Otrok, C. and Prasad, E., 2012. Global business cycles: convergence or
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Muratovski, G., 2015. Paradigm shift: Report on the new role of design in business and society.
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Russom, P., 2011. Big data analytics. TDWI best practices report, fourth quarter. 19. p.40.
Online
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