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.
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