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. Analysis of the Marketing Environment Marketing environment plays a crucial role in any business; in this case the report would examine the marketing environment of China in which the company tends to expand its business. Country Analysis China holds considerable promise for Marks and Spencer for expanding its business as the nation holds a good position with regards to ease of doing business. According to a report published by the World Bank China ranks 79 among all the nations with regards to ease of doing business preceded only by India, Brazil and Russia among the emerging markets (IFC, 2011, p.2). In addition China is also the highest populated country of the world and its recent strides in economic growth have led to making it one of the major markets for retailers across the globe (BBC, 2011). Cities like Shanghai and Beijing score high on the list of international companies trying to expand internationally due to good market potential (CB Richard Ellis, 2011, p.3). A research study conducted to analyse the consumer behaviour states certain key trends of the Chinese consumers that includes a good growth in consumption patterns, greater sophistication of the consumers, a reduced trade up of products and brands, shift towards brand value and brand image and finally display of greater smarter purchasing trends among the consumers. In addition to this the Chinese consumers have also become more inclined towards better service and are also influenced to some extent by Western brands. This can be very well leveraged by Marks and Spencer to make a successful foray in the Chinese market. However cultural issues must be accordingly included in the business strategies as the Chinese consumers are known to be highly inclined towards their culture and hence ignoring local cultural sentiments and beliefs can lead to disastrous consequences for the organization in the Chinese market (McKinsey & Company, 2009, p.7-12). Industry and Competitor Analysis Porter’s Five Forces Model The analysis of the competitive environment for Marks and Spencer in the Chinese model can be analysed using the five forces model proposed by Michael Porter. The five forces are stated below: Bargaining Power of Buyers Bargaining Power
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…
It was formed in 1905 and currently operates with the employee strength of 100 people in various Australian locations. It has won at least 200 awards for its good quality of wine since its formation. It is worth mentioning that Company A is a privately owned, Australian based, producer of Red and White wine.
Mulberry depicts a British lifestyle brand that produces pilferer bags made of leather, binocular bags and dispatch bags. It provides products of a variety of range including women’s wear, menswear and footwear. The company has got it name in the London Stock Exchange by the name of MUL.
Toyota Motor Corporation (Toyota Australia) is a branch of Toyota Japan, a global company that deals with manufacture and sale of vehicles. Toyota Corporation is ranked as the largest automobile manufacturer in the world. It supplies car to several automotive companies across the globe.
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The company operates in European regions, United States of America, Australia and Japan (Unipart Logistics, 2013b). It is one of the largest privately owned companies in United Kingdom (UK) and the modes of their transport are rail, air, metro and marine.
The markets began their operations in the year 1966 under the initiative of the entrepreneur, Donald Slater in Evergreen, Colorado. Donald died in 1998; his daughter Kathleen Norton assumed the responsibility of managing the business (Doyle, 2012). Evergreen has acquired several groceries since its inception, with the most recent acquisition of Arugula Grocers on April 4, 2012.
according to the demands and requirements of visitors of hotels on the one hand, and the business environment and corporate scenario on the other; so that the foundations of new restaurant can be laid on the same footings where the prevailing traditions as well as fresh demands
tion, global economy can be characterized by means of incessant financial flow, faster communication as well as transportation facilities which signify efficient opportunities along with challenges in terms of dealing with products or services of any organization. The process of
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