Project Plan: Analysis of Marks and Spencer's Global Market Strategies

This project plan examines the international market entry strategies of Marks and Spencer (M&S). The project's rationale is to explore various methods for companies to enter different markets and implement commercial activities globally. The aim is to identify strategies for operating at a global level, with objectives including understanding globalization, identifying market entry methods, and analyzing the relationship between globalization and company success. The plan outlines the project's stages, including retail trend analysis, organizational background, and data collection using both primary and secondary methods. It highlights M&S's strengths (established brand, global presence, large workforce) and weaknesses (competition, brand protection). The plan suggests utilizing PESTLE analysis, expanding online reach through fashion platforms, and focusing on joint ventures and franchise partnerships. Recommendations include developing marketing strategies through digital media, and an action plan is included. The project aims to provide a comprehensive analysis of M&S's global market strategies and offer actionable insights for future expansion.

Project Plan

Project plan

Key information
Project Plan
Student name
Company name
Marks and Spencer
Rationale of project This project is undertaken in
order to examine the various
ways which can be use by
enterprise to enter into different
markets. To examine different
strategies which can be adopt by
company to implement all its
commercial activities at
international level.
Aim of project
To identify the various ways and
strategies which can be use by
company to operate at global
level.
Objectives of project
To understand the concept of
globalisation.
To identify the various ways
through which company can
enter into global market.
To understand the relationship
between globalisation and
success of a company.

Retail trends Industry data and literature
search
Estimated time- One month
Start date- 25 March
End date- 25 april
Write up of retail industry
trends
Estimated time- 10 days
Start date- 30 April
End date- 10 May
Analysis of your organisation Background of an
organisation
Marks and Spencer (M&S) is a
known and well-established
multinational company whose
headquartered is located in
London, UK. The company was
establishjed in the year 2008 and
after that in the year 1998 it
became the first British retailer
to generate a pre-tax profit of
over 1 billion pound. It deals in
wide range of products such as
clothing products, home and
luxurious food products. The
company always tried to expand
its market share with the help of
their over 80,000 employees
who provide continuous support
in their growth and success.
Primary data (interviews,
questionnaires etc) and
secondary data
Primary data provides reliability
and accuracy to the researcher
which increases the
effectiveness of decisions made
on the basis of gathered data.
For further expansion of M&S,
The researcher conduct an
appropriate research under
which primary data has been
collected using questionnaire
method. On the other hand,
secondary method is alos opted
which takes less time and money
in collecting relevant data
related with the topic of
research. To collect secondary
data, journals and articles
published on internet by
different authors on the chosen

topic are undertaken.
Performance of
organisation against
industry trends (e.g.
identification of relative
strengths and weaknesses)
Strengths:
 M&S is well established
brande engaging in
providing “value for
money” due to quality of
their wide range of
products such as
clothing. Food products
etc.
 It has operated over 1000
stores in more than 40
nations.
 It has employed more
than 80,000 employees
which makes easy for
company to expand its
business globally.
Weaknesses:
 Lots of retailers existed
in UK market such as
Tesco, River Island etc.
Which gives tough
competition to M&S.
 Higher competition in
retail market restrict
company to limit its
market share.
 Due to the huge
popularity of its brand,
M&S sometimes failed
to protect their brand
from misuse of fake
imitation products.
Other PESTLE is another useful
analytical method to use which
assist M&S to evaluate the
external factors including
political and economic factors
etc.
Recommendation Write up and action plan M&S should growth its online
reach to various nations through
fashion platforms such as
Myntra which is operated in
India and Zalando which is
operated in Europe.

M&S should proposes to operate
with fewer wholly owned
markets and should have a
greater fous on its well
established joint venture and
franchise partnerships.
M&S should develop its
marketing strategy through
adopting digital media who can
easily grab an attention of huge
amount of customers across
worldwide. For example social
media etc.
Misc/Other Referencing 21 June
Appendix 22 June
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