Situational Analysis of International Marketing Environment

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Situational analysis of international marketing environment Table of Contents Situational analysis of international marketing environment 1 Table of Contents 2 Introduction 3 Analysis of the Marketing Environment 3 Country Analysis 3 Industry and Competitor Analysis 4 Porter’s Five Forces Model 4 PESTEL 7 Customer Analysis and Positioning 9 Market Screening 9 SWOT Analysis 12 Strengths 12 Weakness 12 Opportunities 12 Threats 12 Conclusion 13 Evaluation of Frameworks 13 Recommendations 13 References 14 Introduction The era of globalisation has created a change in the business environment with business organizations expanding their businesses beyond national borders.


Marks and Spencer is one of most established players in the retail industry with a large array of products ranging from food to apparels (Marks and Spencer, 2011). The company was established in the year 1884 by Michael Marks and since then has grown rapidly to about 600 stores in UK alone employing about 75000 individuals across the globe in diverse markets (Marks and Spencer-a, 2011). However the aspect of international expansion must be handled with caution as one of the most important mistakes made by multinational firms involves undermining the aspect of local sentiments and beliefs that can lead to disastrous consequences in terms of positioning of the brand in the new foreign markets. The company has a dedicated presence in about 40 nations across the globe. ...
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