International Marketing Strategies of Marks and Spencer Report

This report provides a comprehensive analysis of Marks and Spencer's international marketing strategies. It begins with an introduction to M&S, its mission, and its international operations, followed by an examination of the scope and key concepts of international marketing within the company. The report then explores the rationale behind M&S's international expansion, identifying both internal and external factors that influenced its decision to go global. A detailed analysis of the opportunities and challenges faced by M&S in the international market is also presented. The report delves into the criteria and selection processes employed by M&S when entering international markets, including a discussion of various market entry strategies like franchising, joint ventures, acquisitions, and sole proprietorship. A key aspect of the report is the debate between global and local marketing approaches adopted by M&S, highlighting the company's adaptation to local market needs. The report also examines the elements of the marketing mix in the international context, considering factors like product adaptation, pricing, distribution, and promotion. Furthermore, the report analyzes the international marketing approaches adopted by M&S, including competitor analysis and recommendations to maximize opportunities in the international context. The report concludes by summarizing the key findings and offering insights into the company's future international marketing endeavors.