Strategic International Marketing Analysis of Marks & Spencer

This report provides a comprehensive analysis of Marks & Spencer's (M&S) international marketing strategy. It begins with an overview of the retail industry's global trends, including customer-centric data, price sensitivity, voice technology, experiential retail, eco-friendliness, social media marketing, and customer service. The report then assesses M&S's current position for global development, highlighting its strengths, such as high-quality products and customer satisfaction, and its expansion in markets like India, while also acknowledging its challenges, such as the failure in the Chinese market. Finally, the report offers advice on developing a sustainable, long-term global marketing strategy for M&S, focusing on possible strategic alternatives and the development of a global marketing strategy. The report emphasizes the importance of adapting to local market needs, leveraging online sales channels, and maintaining a strong customer service focus to achieve continued growth and competitive advantage in the international market.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically evaluate the global trends in international market......................................................3
Against the question one how M&S is placed to develop globally ...........................................5
Advice company for the sustainable marketing to development of the company in global
markets........................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERANCES..............................................................................................................................10

INTRODUCTION
International marketing is the process to expand business in the international by
promoting product in the other countries. This defines as the performance of the company and
their business activities defined to promote, plan , price and direct flow of the company's
services and goods to the customers in more than one nation for a profit.
This report will take M&S as a company, which is multinational British retailer company
and their headquarter is in Landon (Demangeot, Broderick and Craig., 2015). This report will
analyze the global market trends in the retail sector and also include the opportunities for the
company to expand their business more. This report will briefly discuss how Marks and Spencer
is placed to develop in the global market. This report will provide device to the company for the
sustainable long term marketing strategy. And it will also focus on the activities possible
strategic aloer4natives and the development of the global marketing strategy.
MAIN BODY
Critically evaluate the global trends in international market
Retailer industry is growing day by day and there are many trends which is helping this
industry to grow more. It is impotent for the every retailer company to follow those new trends to
take competitive advantages, and they can show their presence in the international market. Marks
& Spencer is also a multinational company, and they are having huge reputation in the
international market. They are growing as a brand name in the international relater industry and
currently there are many new competitors and existing competitors who are selling their product
in the low princess, and they want to take down the M&S company (Eteokleous, Leonidou and
Katsikeas., 2016). It is impotent for the Marks & Spencer to use new marking trends to give
competition to the competitors, and they can stable at their position. There are 7 current trends in
the global market of the retailer industry;-
From we to me
Most of the multinational company in retail industry are forensically using the customers
centric data to deliver the hyper personalization. In these trends retailers can understand the
customer's behavior with high knowledge, and they can understand what actually customers
needs and how retailers can attract them to buy product. Most of the retailers are using this
current Trends and this help them to increase high growth.
Consumer get price Savvy

Customers always expect the prices of the product should reflect their value, mission,
experience and convenience. It means customers want their product should be according to their
needs and satisfaction and it should be valued for the money. Example- if any company is
selling any product in high price and their features are also available in the low rice product then
it will be no vale for the money if customers buy those products, they will go for the low price
product because they will get same product features in low price range.
The rise and rise of Voice
Nowadays people are more comfortable communicating with the robots, and they also
make and robots are making work easier and comfortable. They are can do work in less time
and with the perfection (Kaleka and Morgan., 2017). They are making task easier and most of
the international retailer are using this technology trends in their retail shops which can help
customers to make their bill, and they can also communicate with the customers and there are no
chances of the mistakes. This technology also attracting people to the retail stores. This so better
and helping retailer to achieve high growth, and they can also take competitive advantages.
Experiential retail is coming to life
Most of the retailers are actively experimenting with the experience as their most
powerful tools to win and retail customers. They are bringing employees who have experience
in this industry it helps company to grow, and they can understand the customers demand and
also help in the decision-making of the company. Many other retailers are making their retail
shops more attractive in the took. They are focusing on the look of their retail shops and
attraction for the customers (Gillespie., 2015). Looks also plays important role and many people
attract because of the loos and design of the retail stores.
Planet friendly is due to arrive
Most of the people are buying product which is Eco friendly, and they do not harm to the
environment. For example most of the retailers give plastic bags to the customers and plastic
bags harmful for the environment, so nowadays retailers are giving paper bags instead of plastic
bags and these bags are Eco friend and does not harm to the animals and environment. This trend
is attracting many people to buy from the retailers who are giving paper bags instead of the
plastic bags. They attract people by saying that they can also give their contribution to save
environment and animals.
Social currency will be more transaction

one of the most famous and successful trend in the retailer industry is social media
marketing. Because most of the people are using social media and the spent their time using
social media sides such as twitter, Facebook, Instagram etc. young generation are spending
minimum 7 hours in the social media. Now retailer are advertising their product and retail shops
in the social media platform because this is the best way to attract customers according to their
interest and their search. This help those retailer to get customers who are interested. This is not
that much costly, and they can target their audience in the better way. Retailers also can save the
time of the company, and they can also get genuine customers who are interested to buy their
product (Kotler and et.al., 2018). This is the reason behind the growth of this industry and this
current international trend.
From transaction to service providers.
Customers always face problem related to the services. if they are facing problem in the
product or their product stop working after purchasing the product from the retailer shops. Most
of the retailer are providing now 24 hours customers services to the customers, so they can solve
their customer quires and problems. This is becoming trend now and this is important for the
retailer on the international platform to provide customers services to their customers to gain
competitive advantages. This help to make good relationship with the customers and retailers can
create trust among the customers. This will also help them to increase their business growth, and
they can gain customers locality in the market. Business cannot be successful if they are not able
to satisfy their customers, and they cannot solve their problems then they cannot be successful in
their business and it is necessary for the business if they are on the international level.
Against the question one how M&S is placed to develop globally
Marks & Spencer is a multinational company of the UK and their headquarter is in the
London UK (Martin and Javalgi., 2016). This company is special famous for their high quality
cloths, food product and home product. This company is listed on the London stock exchange,
and they are having more then 950 stores in the UK and 600 stores are selling food product.
Since 1998 M&S become first retailer company to make the pre tax profit of the over 1 billion
bound. More than 80000 employees are working in their stores, and they are having more than
1400 numbers of the location in all over the world. This company put their main emphasis on the
quality of the product and customers satisfaction, so they include stock size measuring system in
1957 . they are having huge reputation because they are offering good quality product to the

customers in affordable prices. This is making them one of the best retailer in the whole world,
and they are also having huge reputation in the international market and India is the second
largest country where they have expanded their business after UK.
M&S company trends to open the more then 250 stores outside the UK Indian country is
emerged as the 2nd largest market after the United Kingdom for the M&S and the retailers of the
UK is looking for the double digit growth on the basis of the store's addition this fiscal, said by
the top official of the M&S company. Company also have their stores in the Hyderabad and
Chennai. According to the expansion plans this company is now looking for the fast emerging
tier 2 and 3 cites, and they have also planned to increase the range of the product with the more
local relevance. For the Marks and Spencer , Indian has the most and largest market for them
outside the United Kingdom (Morgan, Feng and Whitler., 2018). For this company this country
is the strategic market where people of the Indian except the international brand s, and they have
space to grow more in this country. M&S is excited to be reaching in the landmark of the 75
Th opening of this company store, and they are continuously improving their online websites
and stores to provide best experience from the customers stores. They are focusing on the
improvement of the customers services because their main aim is to provide quality product as
well as customers services where they can share their problem to the customers care, and they
can improve their product more better according to the customers complain and problems they
are facing related to the M&S product. Company have make more the 900 corers profit by
selling their product in the India in 2017 and 2018, and they are expecting to continue this
growth in the futures and M&S also9 have planned to expand their business more by opening of
the stores to maintain their growth and sales network.
In 2019 and 2020 company world like to continue their double digit growth in this market
in the terms of adding more stores in this country. Mark & Spencer company is buying 1/3 of
the material from their local market and other they export from the outside the country, and, and
they are also having future plans to add moire product Such as baby products and etc to expand
their business and achieve more growth in this market. The company is also presenting the fast
growing online sales by suing the several channels partners. Where they can collaborate with the
other online services partners such as Flip-kart and Amazon. They are most trusted sides in this
market, and they will also give discount and sale on this service partners.

Although the present contribution of the online sales is in the single digit but the Munson
expect it to grow further (Morschett, Schramm-Klein and Zentes., 2015). This company has open
their first store in 2001 in India and in the April 2008 they signed a JV with Indian company
which is Reliance retailer to for a M&S reliance India PVT LTD. They both collaborate with
each other and share their profit equally. M&S company was established in the 1884, and they
are one of the UK's leading retailer company and this company was trends in the 57 markets of
the United Kingdom. With over the more than 400 stores, and they are having online presence in
the 33 plus different market and countries.
ON the other side M&S Spencer try to expand their business in the china market, but they
fail to expand their business in the china market. In 2008 .they open their first store in this
market, and they do not get good start in this country (Samiee, Chabowski and Hult., 2015). But
they left close their all the stores in the Chinese market because the official of the company
announce that company was continuously suffering from lose, and they do not see and growth
opportunities in the Chinese market so Marks and Spenser decide to shut down their all the stores
in the chines market.
This company has planned to close their 53 stores in the 10 different countries and
now they are focusing ion the food stores of this company because they are generating most of
the profit from the food stores of the Marks & Spencer, they are facing many ups and downs but
this company is skill make good revenue and continuously growing.
Advice company for the sustainable marketing to development of the company in global
markets
M&S company is growing faster as compare to the others, but they also face problem
because of the lack of global marketing strategies, and they have to shut down more than 53
stores in 10 countries and this will effect the companies probability and growth. China is most
populated country and there are many opportunities of the relater company in this market but
M&S fail to expand their market in this market, and they close their shops because of heavy loss
(Skarmeas, Zeriti and Baltas., 2016). It is important for the company to use sustainable
marketing strategies which can help them to promote their product in long time, and they can
also make their relationship better with their customers in different countries.
Sustainable marketing

Main motive of the sustainable marketing is to promote Eco friend and socially
responsible product, band value and practices. Company can sell their product which can be
recycle and they do not harm environment. This will be helpful for the M&S if they provide
green food to their customers. It will help them to expand their business, and they will able to
make good reputation among the customers. There are many examples of companies promoting
programs, objectives, strategies, plans, and all manner of terminology about how they are
becoming more sustainable (Souchon And et.al., 2016). However, as we’ve seen when
companies engage with the pride marketing, it isn’t as simple as hitching your products to a
topical issue and then operating business as usual. You need to consider the context of the issue
you are tapping into, how and why your brand fits as a solution in the mind of the customer, and
(like all good plans) having defined goals so your progress can be measured and celebrated.
Long term plan
Issues such as environmental and social are to much larger, so it is importance for the
M&S Spenser to track this on the larger time frame then the seasonal promotions. Customers
know that immediate changes cannot be possible, so they have to focus on the those issue and
make strategies to overcome from those issues (Vellas., 2016). If company will change their
packing, and they will make it recyclable then they will take the hit in the production cost in the
hopes that a provide a message and awareness of the M&S brand . It is impotent for the company
to take short take losses to achieve long term rewards.
Plan should be consistent
M&S not only need and idea of sustainable marketing they need to be specific. They
have to care abut the every element and their product should be all Eco friendly and recyclable.
For example- If M&S Spencer is selling Eco friendly product and their waste of the product is
recyclable but the packing is not then it will effect their reputation and .
Proper delivery
M&S Spencer also have online stores where they are provide customers product through
the home delivery (Wu., 2016). They should be careful about the product packing because most
of the time customers get their product broken inside the delivery box so M&S can provide
better packing of the product, so they can save customers product and their product will be
delivered safely to their destination.
Key Takeaways

The essence of sustainable marketing is that you position your brand as an active figure
in an environmental or societal issue (Wu and Naidoo., 2016). It can humanize your brand
messages and create another reason why customers should choose you over your competition but
it is impotent for the M&S to do not underestimate they commitments they have give to the
customer.
CONCLUSION
As per the report has been taken M&S as a company, which is multinational British
retailer company and their headquarter is in Landon. This report has been analyzed the global
market trends in the retail sector and also has been concluded the opportunities for the
company to expand their business more. This report has been briefly discussed how Marks and
Spencer is placed to develop in the global market. This report has been provided device to the
company for the sustainable long term marketing strategy. And it also has been focused on the
activities possible strategic alternatives and the development of the global marketing strategy.

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