Marks and Spencer: Global Marketing Report and Analysis

This report provides a comprehensive analysis of Marks and Spencer's (M&S) global marketing strategy, specifically focusing on its expansion into the South African market. The report begins with a company background, highlighting M&S's history and core business. It then details the rationale behind selecting South Africa, emphasizing the increasing demand for clothing items. The report explores M&S's adaptation strategy, marketing communication methods, and value-based pricing. It also examines the distribution strategy, targeting approach, and brand positioning, including product positioning and physical evidence within the stores. The conclusion summarizes the key aspects of the report, emphasizing M&S's strategic approach to entering and succeeding in the South African market, including the adaptation of products and communication strategies to suit local preferences. The report references key marketing texts to support its findings.

GLOBAL MARKETING

TABLE OF CONTENT
 Introduction
 COMPANY BRIEF BACKGROUND-
 ABOUT SELECTED INTERNATIONAL MARKET
 BRAND POSITIONING
 CUSTOMER VALUE PROPOSITION
 PRICING STRATEGY
 DISTRIBUTION STRATEGY
 PEOPLE, PHYSICAL EVIDENCE-
 CONCLUSION
 REFERENCES

INTRODUCTION
 Global Marketing is a strategy that includes everything like planning,
production, promotion, and distribution of company's product in a
worldwide market.
 Global marketing is relevant for such companies whose product has
global demand like, durable items, cloths, auto mobiles etc.
 The Report describes a marketing programme into a new international
market .
 It further explain marketing mix of the product.

COMPANY BRIEF BACKGROUND
 It is a multinational retailer company which is headquartered in
Westminster, London that deals with home products, food products
and clothing items.
 It was founded in 1884 by Michael Marks and Thomas Spencer. At
present, company owns 990 stores across United Kingdom, which
includes 600 stores that deals only in food items.
 Till 1950, all the goods of the company are sold under same label i.e.,
'St. Michael' . But, women's cloths, girls school uniform are sold
under 'St. Margaret' label until, whole range of merchandise items
became 'St. Michael'.

ABOUT SELECTED INTERNATIONAL
MARKET
 Marks and Spencer Plc. has selected South Africa for starting a new
clothing store which deals in men and women wears.
 Company has select this country because, the demand of basic
clothing items is keep on increasing in South Africa as, both poor and
rich people have a common desire to look attractive and everyday
more than 2 billion Africans wears all types of clothing items .
 So, this is an opportunity for the company to create a multi-billion
dollars market in the country.

STANDARDISATION AND
ADAPTATION STRATEGY
 In standardization strategy, company choose to standardize the
product in all the aspects. It includes, product pricing,
marketing and distribution etc. In adaptation strategy, company
modify existing product according to different customers and
market.
 Marks and Spencer Plc has adopt adaptation strategy for
starting a new clothing store in South Africa.

MARKETING COMMUNICATION
STRATEGY
 It is a strategy that company uses to reach their target market by
using various types of communication media.
 Offline- Sales force of Marks and Spencer Plc. can directly
communicate with customers regarding quality and price of the
products company is offering at clothing store.
 Simple techniques can be used like, typography, letters,
brochures etc. containing photos of dresses with price can be
provided to clients. Discounts can be given to attract customers.

PRICING STRATEGY
 Value based pricing
 It means, setting the price of product according to the value customers are
getting. It will help Marks and Spencer Plc. In strengthening its brand
name and building customer relationship.
 Value based pricing will be based on the attributes of cloths that company
is offering in African market like, it is modifying the pattern and colour of
skirts in women category according to culture of peoples in South Africa..

DISTRIBUTION STRATEGY
 Marks and Spencer Plc. has a vision and clarity of product
they are offering to customers.
 Company will sell the clothing items directly to retailers or the
person who buys products from company in bulk in South
Africa.
 There will be no role of wholesalers or any middleman. This
will save the time of company in delivering the goods to
customers in Africa. And cost of distribution of clothing items
for company will also minimised.

Targeting Strategy
It is an important tactic through which H&M will select its potential customer and
will further plan the product and services accordingly. There are range of
buyers present in the market and through this approach it can be evaluated that
by focusing on which segment most desirable outcomes can be received.

Different targeting strategies
• Segmenting
• Targeting
• Positioning
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Segmenting Strategy
It is an important concept under which the whole market is sub divided into small
segments. M&S have segmented markets according to demographic,
geographic, psychographic and behavioral segments.