International Marketing Management Report: Marks and Spencer Analysis

This report provides a comprehensive analysis of Marks & Spencer's (M&S) international marketing management. It begins with an introduction to international marketing and then focuses on M&S, a multinational retailer, examining how globalization affects its products and identifying opportunities for international expansion. The report includes an analysis of current global trends such as technological advancements, plant-based eating, hyper-seasonal production, and digitalization. It then delves into international market research, using PEST analysis to assess political, economic, social, and technological factors. The report also examines existing consumer behavior and how it influences M&S's marketing strategies. A detailed marketing strategy is developed, including objectives, STP elements (segmentation, targeting, positioning), and the marketing mix (product, price, place, promotion), along with a marketing program and budget. The report concludes with a discussion of monitoring and evaluation techniques, emphasizing benchmarking to assess performance. Overall, the report aims to provide insights into M&S's international marketing challenges and opportunities, particularly in the context of organic and healthy food products.

INTERNATIONAL
MARKETING
MANAGEMENT

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
International market research......................................................................................................4
Existing consumer behaviour......................................................................................................5
Marketing strategy for the opportunity identified.......................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing management refers to multinational process that consists of
planning, execution, pricing and promotion & distribution of goods and services. This mainly
focused on satisfying individual needs and achieving organizational objectives. The present
report is based on Marks and Spencer. The company is founded by Michael Marks as well as
Thomas Spencer in the year 1884. It is a multinational retailer firm, mainly engaged in the
business of clothing, food, furniture, beauty products and home appliances accessories.
Report will identified the current trends of globalization that may affect the product.
Furthermore, it will carry out research that provides opportunity to the product on international
basis. Study will examine the customer behavior towards the products which are competitive in
nature. Moreover, it will demonstrate the current opportunities in accordance with the product.
Project report will develop a marketing plan. Lastly, it will provide a conclusion.
Evolution of product with globalization
In the era of globalization the competition among the firms has been increased. This
comprises of product differentiation, competitive pricing and cost strategy in the target markets.
Emerging technologies is providing competitive benefits to the company (Morgan, N.A., Feng,
H. and Whitler, K.A., 2018).
In today’s world as it seems clearly that globalization plays vital role in giving Marks and
Spencer a competitive edge. Hence, firm is going to developed business plan that intent to
control overseas operations in local markets. The Company is going to introduced new range of
organic food products. As this product contains less pesticide and doesn’t contain any color
preservatives, it will surely improve the health of people. Thus, customers will purchase more
often such type of products. This will helps to increase the profitability of the company.
Current Global trends
Technological advancement – Emerging technological benefits helps to achieve greater
efficiency for the employees of Marks and Spencer. By technological up gradation they are able
to perform their business tasks in more efficient manner (Samiee, S., 2020). Modern agricultural
techniques and machinery will help to produce organic product faster. Automatic feeding
machines are also in trend. Thus, technology improvement surely gives competitive advantage to
the company.

Plant based eating – Customers are choosing healthier diet nowadays, vegans are also
demanding new products that are purely produced by the plants. Thus, the idea of launching new
range of organic items is fruitful for the company. The demand of organic products is at its peak.
Therefore, this will be a real time investment for the firm to gain more profits.
Hyper seasonal production – Along with delicious food products the customers also
demands seasonal nutritious products. The trend is to produce fresh products that harm less to the
environment. People are preferring food products on seasonal basis. If Marks and Spencer take
consideration of people choices and adjust their organic food range accordingly, it will be
beneficial.
Digitalization- Today’s world is highly influenced by the digitalization. Through cloud
computing, smart sensors and traceability food is being prepared easily (Ibeh, K., Crick, D. and
Etemad, H., 2019). It make ease to contact with suppliers on timely basis. Also, home delivery is
possible through digitalization. Hence, overall productivity got increased.
With the study of the current trend of market the major opportunity for Marks and
Spencer to invest in the organic and healthy food products.
International market research
The market research is very essential for Marks and Spencer to have a market research
because the company exist in the environment which is very dynamic and ever changing. It is
very essential for the company to conduct the market research and for this Marks and Spencer
uses the technique of PEST analysis which is discussed as follows-
Political factor- the market of UK and nearby country is suitable for the opportunity of
including the organic and healthy food product in the variety of product. This is majorly
pertaining to the fact that the organic and healthy product will be supported by the government of
UK and for this also the tax rates are low.
Economic factor- this factor is also very much supportive for the opportunity of organic
and healthy food products in the product range. This is beneficial with respect to economic factor
as the purchasing power of the consumer is increasing and this increases the support of consumer
in favour of organic and healthy food (Vellas, 2016).
Social factor- this is also an important factor which affects the decision of expanding the
business. This is majorly pertaining to the fact that the society and consumer are developing their

interest among the healthy and organic food and because of this the opportunity of expanding the
business will help company in increasing the business.
Technological factor- this is also an important factor to be studied for the expansion and
development of the business (Morgan, Feng and Whitler, 2018). This is majorly pertaining to the
fact that if the company will not undertake and adapt the latest technological changes then the
company will not be able to competitively work in the market.
Hence, with this market research it was clear that if Marks and Spencer will take the
opportunity of expanding the business with organic and healthy food product then it will be a
success for the company.
Existing consumer behaviour
The existing consumers also like to live and experience the goods and services in
accordance with the latest trend going on in the highly competitive market. This is majorly
pertaining to the fact that if the consumer behaviour will not be studied then the company will
not be able to understand the requirement of the consumers. Thus, the company will not be able
to expand the business of the company in productive and effective manner. The existing
consumer behaviour is also same and the consumer also wants some innovation and creativity in
the goods and services of the company.
Thus, if Marks and Spencer will invest and innovate in accordance with the latest trends
among the highly competitive market then the company will gain popularity and the market
share will also increase. Also, with help of the study of the consumer behaviour it was seen that
the consumer prefers good quality food product and reasonable rates. This can also be added in
the product list of the goods and services in order to increase the product range of the company.
Marketing strategy for the opportunity identified
For gaining success it is very essential for the company to use effective marketing
strategy for the promotion of the new goods and services within the market (Gomes, Sousa and
Vendrell-Herrero, 2019). For this the use of the new market of goods and service of organic and
healthy food product into the highly competitive market.
Objective
 To expand the market by the installation of production of organic and healthy food
product by end of 2020.
 To increase the sales of the new product by 20 % by the end of 2020.

 To increase the marketing of the organic and healthy food product in the global market
by 15 % till December 2020.
STP
Element Description
Segmentation This is referred to as the grouping of the
consumer on the basis of the different and
common characteristic of the consumers. This
will help the company to analyse the fact that
which segment need to be focused for the new
product (Eteokleous, Leonidou and Katsikeas,
2016). The major segment being used for
product of food is the demographic segment
and psychographic segment.
Targeting The targeting is referred to as the main focus
which is being laid over on some of the
specific consumer only. The major target of
Marks and Spencer is on the consumer
belonging to the age group of 25- 50. This is
majorly pertaining to the fact that this is the
younger generation and they are more attracted
towards the use of healthy and organic food.
Positioning The positioning is referred to as to place the
goods and services in the mind of the
consumers. This is done because of the fact
that whenever the consumer sees anything
related to the product they are just reminded of
it. Thus, the major positioning strategy used by
Marks and Spencer for the promotion of
healthy and organic food is the logo of the
product and the quality of the product.

Marketing mix
This is referred to as the combination of the different types of elements which are needed
to be discussed at time of expanding the business in new market or new product range. This is
majorly pertaining to the fact that these elements of marketing mix help the company in taking
decision for the success of the new product in the highly competitive market. The marketing mix
for the new product of healthy and organic food is as follows-
Element Description
Product This is referred to as the product which the
company is bringing in the market for the
consumer to use. In the present case Marks and
Spencer is planning to bring in organic and
healthy food product for the consumer (Kalek
and Morgan, 2019). This product is for the
consumer who are more health conscious and
who are very much attentive towards their
health and safety.
Price The price is referred to as the amount of money
which is being charged to the company from
the consumer for the product and services
which they are providing to the consumers.
The price can be charged with many different
ways and the style or method being used by the
company is the penetration pricing method.
This is majorly selected because of the this
pricing method help the company in fixing the
price at lower first and as the company
penetrate in the market then the company tend
to increase the price.
Place This is also an important decision to be taken
for the success of the new product and service.

The place is referred to as the place of
distribution from which the consumer can avail
or get the goods and service of the company.
The place needs to be very good and easily
accessible to the consumer. The place of
distribution being used by the company is both
in form of physical store and the online mode
as well. This is because the online mode is
newer concept and this will be preferred by
consumers.
Promotion This is also very important for the success of
new product and this is because the
competition is very high and to face it the
company need to use effective promotional
techniques. The major technique being used by
the company is of the social media advertising
(Penz and Kirchler, 2016). This is majorly used
because of the reason that the social media
marketing is the latest method and the reach of
this method is very high and wide. Thus, this
will help the company in increasing the
consumer with great speed and with more
effectiveness.
Marketing programme
Activity Marketing channel Time period
Direct Email marketing 3 month
Digital Social media marketing 2 months
Commercial Television and magazine 4 months
Budget

Marketing channel Amount
Email marketing $25
Social media marketing $50
Television and magazine $35
Monitoring and evaluation
This is also the most important thing to be included in the plan because if it will not be
monitored in proper and effective manner then the working will not be good. Thus, for this the
technique of benchmarking will be used by the company. This is majorly pertaining to the fact
that this technique will assist the company in managing the performance of the company that is
the plan. Under this method the performance of the new product will be compared with the
goods and services of the other competitors or the product and services of the company itself that
is past performance of the company.
CONCLUSION
In the end it is concluded that if the company operated in the international market then it is
essential for the company to market the product and services in effective manner. Thus, the
present report first analysed the market trends and in accordance with that identified the new
product of organic and healthy food product. Then for the launch of the product the marketing
plan was made which included the STP and marketing mix and the budget as well.

REFERENCES
Books and Journals
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2019. International marketing
agility. International Marketing Review.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review.
Kaleka, A. and Morgan, N.A., 2019. How marketing capabilities and current performance drive
strategic intentions in international markets. Industrial Marketing Management. 78.
pp.108-121.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Penz, E. and Kirchler, E., 2016. Households in international marketing research. International
Marketing Review. 33(3). pp.432-453.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.