Strategic Market Entry Analysis: Marks & Spencer in Sri Lanka

This report examines Marks & Spencer's potential entry into the Sri Lankan market, driven by the increasing operational costs in Europe post-Brexit. The analysis begins with a problem statement and an overview of Marks & Spencer's business, including its financial standing, brand value, and product offerings (premium fashion apparel). The report utilizes market screening methods, comparing Sri Lanka with Brazil and South Africa, considering factors like PEST analysis, capital generation, and international risk. It further employs the BCG matrix and explores future market expansion possibilities. Cultural comparisons using Hofstede's model and a SWOT analysis are included. The report focuses on the target market, customer behavior, and competitor analysis, proposing strategies such as product localization and expansion into other Asian markets. The conclusion recommends Sri Lanka as the most suitable market for entry.