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Introduction

Global marketing is the marketing on a worldwide scale taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. Marks and Spencer, a British multinational retailer engaged in the business of selling of clothing, home products and luxury food products. It was founded in 1884 and its headquarters are located in the City of Westminster, London. The present report focuses on formulation of a global marketing plan for M&S. To be successful in the today's globalised economy, it is essential to for the companies to be responsive to both local as well as global market conditions and varying aspect related to the international market.

1. Global marketing within Marks and Spencer

Global marketing is a marketing on a world wide scale reconciling or taking commercial advantage of global differences and differences, similarities and opportunities in order to meet global objectives of company. To be successful in the today's globalised economy, it is essential to for the companies to be responsive to both local as well as global market conditions and varying aspect related to the international market (Vendrell-Herrero and et. al., 2017). Marks and Spencer, a British multinational retailer engaged in the business of selling of clothing, home products and luxury food products. The company also began to sell Kellogg's corn flakes. Marks and spencer has has 852 stores in UK and have many international stores across the world. The management of company is of opinion to expand its business across the world by global marketing strategies (Eck and Uebernickel, 2014). The company have many stores in Canada, France , India and many more . Marks and Spencer has adopted various marketing strategies to expand its business globally.

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Past issues related to M&S in global market are:

  • It entered the global market by targeting Hong Kong and South Africa by exporting its products to these countries. After this, it targeted Canadian market by opening 275 stores in the country.
  • It then entered US market and was not successful because of tough competitors.
  • M&S also entered the European market without any strategy to be adopted and started its business operations without a rationale strategic approach to it.

Its current international strategy-

  • The company wants to retain the capabilities, reach , knowledge , staff skills , insights and expertise to deliver value to customers worldwide.
  • M&S has decided to stabilize itself from the recession period and build its market share in the UK for the next three years. And working on a rationale international business .
  • M&S has changed its marketing style from product driven to market driven. This helps company to understand the regional demand of their products.
  • Franchising is a great option rather than opening its own store (Taylor, 2013). it will improve market sales and capturing.
  • The company should also promote its business through online media so that it can create its own brand image on the minds of customers.

2. Critically evaluate the current online business marketing plan

1.Situational analysis

It refers to a collection of methods that managers of Marks and Spencer uses to analyse its internal and external environment to understand its capabilities, customers and business environment.

SWOT analysis

It is a method by which M&S can examines its strength, weakness, opportunities and threats within market.

Strengths

  • Its is known through 1.382 stores worldwide. its international expansion gives it a strong competitive advantage compared with other UK business (Sarkar, 2016).
  • Its an iconic brand which has been trading since 1884 and is still considered as one of the UK's top ten brands today. Its decision to maintain innovations and brand building strategy has strengthen its brand positioning.
  • The company's strong food business managed to growth in every quarter in last financial year and outperformed the market by 3.5%due to its distinct and differentiated specialist strategy.
  • A shift from products to more consumer focussed strategy has benefited the company (Sivan, 2016). The company's new focus is to provide the customers services through online sector has ensured its growth more

Weaknes


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