M&S in Myanmar: Global Marketing Strategy & Market Analysis

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Added on 2023/06/15

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This presentation outlines Marks & Spencer's strategic initiative to expand into new markets, specifically Myanmar, post-Brexit. It begins by addressing the reasons for expansion, driven by the need for new revenue sources and diversification of business risks, followed by a SWOT analysis comparing Mozambique, Venezuela, and Myanmar to determine the most viable option. The presentation employs various models, including the APM model for risk analysis, a business portfolio matrix, a competitor analysis using the BCG matrix, and Hofstede's cultural model to assess cultural factors. A market screening/ranking model evaluates market attractiveness and the ability to compete in Venezuela and Myanmar. Fine screening using the 12C model further assesses Myanmar's viability, considering country-specific factors, currency, culture, concentration, commitment, control and coordination, communication, choice, channels of distribution, contractual obligations, capacity to pay, and caveats. The presentation also includes market segmentation, targeting, and positioning strategies, buyer behavior analysis, and a competitor analysis, ultimately recommending Myanmar as a promising market for Marks & Spencer's expansion. Desklib provides access to similar solved assignments and resources for students.

MARKS & SPENCER
ENTERS MYANMAR

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CURRENT MARKET POSITION

INTRODUCTION AND CONTEXT
• Marks & Spencer is seeking to expand into
markets post Brexit.
• Product chosen: designer dresses
• Markets: Asia, South America and Africa
• Market expansion to diversify costs and
business risks.
• European operations becoming
unprofitable.
• Need to cut costs.