Marketing Report: Matalan's Expansion into the French Market

This report examines Matalan's strategic marketing plan for expanding its operations into the French market. It begins with an introduction to marketing principles and then conducts a thorough situational analysis, considering political, economic, social, and technological factors (PEST analysis) specific to France. The report outlines clear objectives for the expansion, focusing on increasing customer base, sales, and profitability. It then proposes a differentiation strategy, leveraging the Porter's generic strategies model, and utilizes the Ansoff Matrix to categorize the market diversification approach. The report details specific tactics related to product (considering the product life cycle), price (premium and penetration pricing), and place (both physical stores and online platforms). An action plan (who, what, where, when, how) is presented, followed by a control mechanism for monitoring sales and consumer experience. The justification for choosing France as the expansion country is based on its fashionable population, consumer spending power, favorable government regulations, and preference for contemporary designs. The report concludes with a list of references used in the analysis.