Got a tricky question? Receive an answer from students like you! Try us!

Analysis of the Joint Venture entry mode of Marks and Spencer in China with secondary data - Essay Example

Masters
Author : loragusikowski
Essay
Marketing
Pages 4 (1004 words)
Download 1

Summary

The research henceforth will aim at analysing the reasons for the breakdown of M&S in the Chinese market. Correspondingly, a comparison will be made with Tesco’s failure in China, where both the multinationals, i.e. M&S and Tesco had penetrated the market through joint venture (JV)…

Extract of sample
Analysis of the Joint Venture entry mode of Marks and Spencer in China with secondary data

It is evident from the research that several challenges and problems encompass the entry of M&S in the market of China. With the opening of their first outlet in the Chinese market, the company experienced a dip in its performance, which was accounted as considerably lower than the expected level in the Chinese market. The outlets opened by M&S, at the initial phases of its operations in the Mainland China, failed to satisfy the needs of the Chinese local customers owing to the company’s lacuna to identify customers’ preferences in the market and offer services accordingly. For instance, the M&S stores were unable to provide garments of smaller sizes, as preferred by the customers in China. Reportedly, the supply chain of the company was also lacking its usual effectiveness, which further inhibited the reputation of the company in the Chinese market, at its introductory phase. Additionally, it was also known that the management of the retail chain was implementing its strategic experiences gained from its operations in Hong Kong, irrespective of the fact that the consumer buying behaviour are found to be considerably distinct in these two regions. This again depicts the lack of market survey of the company taking into account the tastes and preferences of customers in the host country. In addition, the decisions taken by the company for not collaborating with any of the local firms in China, i.e. ignoring the benefits of JV also barricaded the utmost efficiency of its strategies by restricting the cooperation of local firms to a certain extent. ...
Download paper
Not exactly what you need?

Related Essays

The impact of firm resources and host country specific factors on international entry mode strategy
The paper tells that in an era of expanding globalization, tastes and preferences of people in different countries and cultures have converged, due to many factors most prominent of which is the increased flow of electronic communications by which people across borders are able to exchange information and socially interact with one another. As a result, the fashion clothing industry has been rapidly expanding across the globe, with the development of brand loyalty and affinity playing a large part in the economic success of certain brands. Fashion clothing companies, in an effort to penetrate…
55 pages (13805 words)
Leadership and Management: Marks & Spencer
The company as well deals in selling products online and has been in business for over 125 years. Marks & Spencer has been a renowned retailing company and one of the best managed businesses in Europe with respect to its management quality (Spector & McCarthy, 1996, p. 77). In the year 1998, the condition had changed to some extent and the company started to face a drop in its sales, revenues as well as market share. Its formerly celebrated standing has been affected in home and overseas both as the French courts fined it as well as strictly condemned for its approach and activities towards…
17 pages (4267 words)
Marks and Spencer Company marketing Audit.
Marks and Spencer is listed on the London stock exchange, and it is a constituent of the FTSE 100 index. The company, which is colloquially known as “Marks and Spencer ”,“ M&S or “Markies”, was characterized in the early 20th century of selling British made goods giving it a reputation. For the purpose, of the study the company in last few faced with economic turmoil’s hence moving towards “ back to basics” strategic while trying to survive the competitive market. The company’s back to basic strategies has not been successful in solving the problems thus necessitating an…
10 pages (2510 words)
marks and spencer
One of foremost steps in creating a successful marketing strategy is that of Market Segmentation, which refers to the division of a whole market for a product into smaller segments based upon the characteristics or aspects that are shared by the groups. By conducting market segmentation, a business is able to understand and evaluate various aspects of each division, group or segment in order to target a group or several groups that are then catered to with different marketing mixes (Vieceli & Valos 1998). As buyers become more diversified and unique, market segmentation acts as a key tool in…
9 pages (2259 words)
Joint research and development analysis
The study has following domains of bio-technology research which have emerged as lucrative domain for strategic alliance between research partners. Research on DNA/RNA In many cases, it has been observed that biotechnology players form strategic alliances in order to conduct research on DNA/RNA amplification, synthesis, sequencing or gene expression profiling in order to develop a new medicine which can cure critical diseases or fillip the scientific development for a particular domain. According to Sherpa Group (2011), almost 64% of bio-tech and Enzyme companies are directly or indirectly…
4 pages (1004 words)
Fashion Marketing -Marks and Spencer
The essay "Fashion Marketing - Marks and Spencer" concerns the fashion marketing. The company started by Amancio Ortega at the Northern part of Spain continually enjoyed growth in the Spanish market through strategic prepositions. Initially, the chain served the needs of the local consumer in the young feminine segment. Within the last ten years, the company grew proportionately to increased revenues and consumer loyalty through the modernized approaches that it employed. The company preserves the strengths of analyzing the customer targets in the market as serving the entire fashion market…
4 pages (1004 words)
DATA ANALYSIS
nal Median 4 Percentile 3; 6 28 Gender 20 Nominal Mode 1 - Table 2 shows the variables whose measures were changed as there were coding errors in them. The variable name is shown together with the question number, the correct measure and the change that was made. The reason for the change is also provided.
10 pages (2510 words)