International Marketing of Marks & Spencer (M&S) in Vietnam

International Marketing of Marks & Spencer (M&S) in Vietnam  Essay example
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International Marketing of Marks & Spencer (M&S) in Vietnam Marks & Spencer (M&S) is a UK-based company that was established by Michael Marks and Time Spencer many years ago, and it is now one of the largest clothing, food, and home product retailers in the world.


M&S has about 700 domestic retail stores in the UK and “361 wholly-owned, partly-owned, and franchised stores in 43 territories across Europe, the Middle East and Asia.” (Marks & Spencer, 2011, p.29). The main thrust of this paper is to investigate or conduct a global market opportunity analysis of Vietnam’s macro environment and recommend possible market entry strategies for M&S in Vietnam. 1) Macro Environmental Analysis of Vietnam (STEEP) Macro-environment is one of the environmental issues that influenced the retail industry in Vietnam, as well as the industry’s growth prospect. This analysis will focus on major trends that have an impact on the organizational growth of foreign-invested companies including socio-cultural and demographics, technology, economic condition, ecology and physical environment, and political-legal. 1.1 Socio-cultural and Demographics In every investment, understanding customs and behaviors of a certain country is one of the important factors to be successful in foreign markets. ...
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