Developing a Global Marketing Strategy for M&S: Cumbria University

This report critically evaluates Marks & Spencer's (M&S) international marketing activities and assesses its global competitive position. It begins by analyzing trends in the textile sector, including the growing demand for natural fibers, digital printed clothes, customized clothing, and sustainable products. A PESTEL analysis examines political, economic, social, technological, and environmental factors affecting M&S. The report identifies challenges such as training marketing talent, generating traffic, demonstrating ROI, justifying budget, managing websites, and reaching global audiences. A SWOT analysis highlights M&S's strengths, weaknesses, opportunities, and threats. The report concludes by discussing sustainable and competitive advantages, suggesting actions for competitive gains, and emphasizing the need for M&S to adapt to rapidly changing fashion trends and consumer needs. Desklib provides access to similar reports and study tools for students.

International Marketing

Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................4
Trends in the environment and market for the textile sector.......................................................4
Textile market structure...............................................................................................................5
PESTEL analysis.........................................................................................................................5
Challenges to improve.................................................................................................................6
SWOT Analysis of M&S.............................................................................................................8
Sustainable and competitive advantage.......................................................................................9
Actions for competitive advantages...........................................................................................10
Conclusion.....................................................................................................................................12

Introduction
Reaching out to the potential and attract new customer, businesses use the tool of
marketing. Now a day every business needs to expand and for that they are reaching out globally
by providing their goods and services overseas. Creating awareness about the business and their
product, business does international marketing. This creates bigger opportunities for expansion.
Over 21 million of people visiting Marks & Spencer (M&S) every week making it one of the
leading UK’S retailing business.
For the smooth working business has to work accordingly to the trends in the market to
create competitive edge in the market. M&S follows the market trends to full their customers
need. As M&S is a very successful working model of business and has many stores just not in
UK itself but also across the globe. It also face competition from various other brands but
somehow manages to keep competitive edge in the global market.
M&S deal in various products such as clothes, home and food but the major market share
is of clothing as its main stream of business. Being profitable business not just in it’s origin
country but also in the other countries making its brand loyalty and worth internationally.

Main body
Trends in the environment and market for the textile sector
As every country tends to choose their own unique way. In the dynamic environment
where every customer is a unique buyer in their own way as the wants and need differ from each
customer. (Shrestha., 2017) The recent trend in the textile market shows the growing need of
natural and hygienic fabric. There have been seen many developing country are giving a tough
competition in the leading textile industry in near future as their investment increases.
Research shows increasing demand in natural fibre. (Yueh-Chiang,. and Yao-Hung.,
2016)As natural fibre are relatively lighter and have more strength comparative to other fibre.
Fibre such as cotton, linen, silk, wool and jute are obtain from plants and animals.
As for the sustainable growth in the competitive market M&S are also including natural
fibres in their collection which helps them to attract the customer and fulfil needs of the
consumer. Providing great quality and best value making brand more popular not in just UK but
also in other 62 countries.
Garment with durability, high colour, and good image quality such characteristics of
digital printed clothes are gaining more and more popularity. Raised demand in customized
clothing. Luxurious home textile product creating demand in the economies by keep all these in
account, M&S giving option of customizing and providing vide variety of home product.
As technology evolved in our day to day life, which is making it essential part of living.
Emerging fashion industries start using smart fabrics into clothing. By the use of technology
colour, size and shape can be altered. For such demands in the market M&S doing its regular
research and innovation to bring such more and more product in the market.
As people are getting aware of environment more customer are shifting toward the
product which are more sustainable and easy to recycle. Keeping such demand and wants of the
customer and for a sustainable working in the market M&S keep including sustainable product in
their store to fulfil demands.
Increasing trend in organic fabric that are easy to clean and maintain. Soon people will be
seen wearing outfit which is made up of organic fabric. However, people are* getting aware of

the harmful effect of formaldehyde and pesticide on the environment. Upgrading to organic
fabric clothing M&S has decent amount of option available with them.
Textile market structure
Studies shows that textile market has value over USD 994 billion and growing at a fast
pace. As demand tend to increase with e-commerce platforms. Market structure for textile
industry can be divided into two major parts which is organised and unorganised sector of the
industries. (Lee,. and Seol., 2020)Organised sector plays role of as the hub of the technology of
the textile industry which produce yarn for both organised as well as unorganised sector.
Unorganised sector can said as the traditional sector as they still use old practices for their
production.
Biggest exporter and producer in the textile sector is china in the world. Germany, Italy, india
and Vietnam also contributes a large percentage in the export.
PESTEL analysis
Political factors:
Global reputation of retail fashion industry and renowned M&S deals in food, clothing
and home products has both positive and negative impact of political factors. As todays politics
provide free trade between other countries. M&S can trade their product in foreign stores at
much lesser price which helps them in profit maximization. As UK decide to leave European
union which makes it unclear in trade and tariffs terms. This can result in loss of free trade in
with many European countries.
Economical factor:
Price plays a vital role in every retain industry, as more new budget supermarket are
coming in the economy. New competitors are attracting more customer by encouraging them
with similar product at a lesser price.
Social factor:
M&S been since 1800s, for which customer are link with the past. As more new and
trendy retail stores are started making their presence in the market customer are shifting toward

these store. Company’s market share tarea ends to go down every year as people found it less
trendy especially in the youth. But the readymade food is growing pace as people find it more
easy to consume in their head tick life.
Technological factor:
As the trend start of online shopping, M&S has its own ecommerce presence. Company
offer all their products as it roll out the traditional approach by delivering its product direct to the
buyers.
Environmental factor:
As M&S moves toward to make their stores more sustainable retail store which still
maintain the brand loyalty in the customer. They also decided to sell fair trade products as it has
been seen which benefits the producer.
Challenges to improve.
Now a days marketing is so paced up which can make it difficult to identify the which
area to target. Due to covid-19 business need to find and to establish their own ecommerce
platforms. Figuring out customer needs, wants and very rapidly changing environment.
 Training marketing talent:
Research shows that today marketing team facing barrier and facing problem in
department of team training. In these fast evolving marketing leaders find difficult to
train personal and mean while employees not have sufficient time and money to learn
from outside. (Thompson,. and McLarney., 2017)For that M&S has its own training
department which make regular monitoring of the individual in the training sessions. It is
intended as the ROI which will company will receive in the near future.
 Generating traffic:
According to many survey about 30% of marketers believe generating traffic and lead is
the top challenge in the market. It has been seen that marketers are facing problem in
generating demand as market has become more competitive since ever. To get better
traffic M&S generate short video over a text based article. I this customer get idea of the

product and they get indulge with the video which is interesting to watch and give
specific information.
 Demonstrating ROI of marketing activities:
Measuring ROI on the marketing activities remains as one of the top challenge. It has
been seen that measuring ROI is the important way to understand the effectiveness of
their marketing campaign. (Baliyan., 2021) For a proper record M&S maintain records on
their ROI on their each marketing campaign. This helps to find out which campaign was
much successful and what marketing strategy they have to use in future.
 Justifying budget :
A business has to set its budget according to the demand and the campaign. But they also
have to take in account the credibility of the marketing scheme. It has been noticed after
pandemic business has to maintain budget as it is also important part as marketing, online
content and digital marketing plays vital role. M&S has proper department to set budget
for such marketing campaign. Helps them to modify and set regular budget for effective
marketing planning.
 Managing website:
Now a day’s most of the sales are done on the online platform rather than in store sale.
People find it easier and get variety of product by which they can select and which is
delivered at their door steps. Minding such important factor M&S has built their strong
website. Most of the annual sale is done by the online ecommerce website. However, still
store have decent amount or customer interaction.
 Reaching global audiences:
Building international marketing strategy is a big challenge as many competitors are
present in the global market. All the brands want their brand a global leader, for that all
are doing their best to reach out to a large number of people. Keeping such things in the
account, M&S has made their website and they try best to reach out to the target
audience.

SWOT Analysis of M&S.
As the multinational retail business Marks & Spencer has it’s headquarter which is
located in London. Deal in various products such as food and edible items, home product and
clothing. SWOT analysis to understand internal as well as external factor influencing business
activities.
Strength of M&S
Over 130 year of presence in the market gives the company experience in working in the
market. Brand has many partnerships over this year through the globe. Experience plays a vital
role in the success of the company. Goodwill in the market for providing quality products, build
customer loyalty. M&S has their many physical stores in many countries with a well settled
online store which helps the company to expand. Variety of product and famous designer brand
gives edge factor which other supermarket are still lacking.
Weaknesses of M&S
According to studies, sales are falling down which is because of improper supply chain
management. Company are unable to meet to the requirement of the people which is badly
impacting the business. Business perception in the public that M&S does not offer youth which
is wrong perception but affecting the business in a greater extend.
Opportunities for M&S
Many stores in country such as in India, Russia, Brazil, Poland and Indonesia helping the
business but now expansion is needed. They have to increase more branches in those countries as
well as in different country also. Having their own online store when compared to other e-
platforms, M&S is far behind. As the future of shopping, company should focus on the online
store and the marketing scheme.
Threats to M&S
Company is facing a huge competition just not in the UK market but also in the different
country. Company has to change its operation and marketing strategy by that only they can hold
strong position in the market. It can be seen brands graph is falling downward which lead to

shutting its many store in UK, France and China. Company need to change and pace up with the
requirement of the customer.
Sustainable and competitive advantage
In today’s world we see change in fashion very rapidly. And it is hard for clothing industry to
sustain in market without being up-to-date and compete with others. Emerging trends and
dynamic wants and needs of the consumer in an economy varies from country to country. M&S
faces many challenges in the international market.
Problems faced by M&S in the global market.
 Different trends in different countries.
A trend in a country largely depends on its people, culture, traditions, social norms,
weather, locality and many other factors which influence the preference of a consumer. Choices
of people vary from region to region country to country. As every country has its own
trends ,M&S has to fulfil that’s country’s need for the successful operation.
 Polices and legal formalities of different countries.
Operating in different country is a task in itself. Keeping up with legal formalities,
taxation system, work cultures are the major difficulty faced by M&S while operating in
international market. Every country has its own tax policies, M&S has to comply all the legal
policies for the systematic working in that country.
 Cost of labour and raw material.
One of the important factors which can hinder in starting in new place can be cost of
labour and non-availability of raw materials in that particular region. Raw material and labour
are very important factor for the working of the organization; M&S has to find all the raw
material and potential labour in effective price by that only it can maximise their profit.
 Standard of living
Standard of living of people, living in different countries is different from other country. 5$ dress
can be considered as affordable whereas in another country it can be termed as extremely

expensive. Peoples purchasing power differs from country to country some may find it
reasonable some can find expensive. M&S has to give effective price to the customer by that
only they can convert potential customer into consumer. (Waemustafa., 2018) If people find it
expensive and less worthy they will shift toward different company.
 Competing with local players
Competing with local players is backbreaking. They can easily fulfil the needs of a local
consumer at much more affordable prices. Local market knows the basic needs and wants of
their people and they can provide goods at lesser price which can make it hard for M&S to
operate. Proper research of the local market and needs of people is required for better working
and standing in the market.
To maintain the skin in the game companies need to fulfil the following necessities without any
fail. Have a specific research and development team for specific country, to be a sustainable in a
competitive international market. Designing research and development department according to
the region culture, social norms etc. of a region which will help to fulfil the demands of the
consumer and help in growing towards being a market leader.
Actions for competitive advantages
 Coming up with new merchandise
Launching new ranges time to time helps company to hold existing customers and create
potential customers. New stock in short intervals helps to bring back shoppers and get them
hooked to new designs. (Maghfuriyah., Azam,. and Shukri., 2019)People find interesting to find new
product which they can relate rather than following old basic trend. Providing new variety will
make a sense of non-out-dated. This will attract youth more and help business to grow at faster
pace.
 Finding your target audience
Finding the correct target audience and identifying their needs and producing according to
them can help company increasing its market share globally. Company has to know the customer
if it targeting kids, youth, adult or old age people. M&S has provide their provide their product

accordingly. As kids are influenced by cartoon, youth are the trend maker like wise product
should be outsourced in the market.
Pricing according to the standard of living
Pricing of commodity according to the pocket of consumer is the key to being a market leader. If
customer fined it worthy by that only they will more attract to it. (Nagajyothi., and et.al.,
2020)Overpricing will move customer towards other brand. M&S has to keep in mind the
purchasing power of their customer by that only they can expand their business.
It’s tough being a one of the market leader in such a competitive market but focusing on small
details helps companies to take step ahead in achieving their goals. These will more new demand
in the market. Making such steps will help M&S in a major way. As this will attract customer
and make new demand in the market.

Conclusion
Coming to the conclusion, it is clearly stated that to be a global market leader brands need to be
updated with currents trends to keep existing customers loyal and create more and more potential
customers. Adopting latest marketing techniques to reach out the target market is key the to
succeed in global market. Reaching out to new consumer base can also help in increasing
profitability. Focusing on product line other than clothing section can also contribute in bringing
the leads. And being a global contributor M&S has been always passing best to its consumers
and coming up with new designs according to the needs of consumer and creating trends which
is followed up by the world. M&S is becoming one-step solution to all the needs be it clothing
bags accessories footwear etc. and providing premium quality products to the M&S family.