International Marketing

Exploring a new international markets – The case of Marks & Spencer. Imagine that you are in the international
marketing team of Marks & Spencer and that the company is evaluating the possibility of further expanding
internationally (in a country where they do not operate as yet).
They would like to know the view of the marketing experts. They asked you to advise them in which market(s) there
would be opportunities for the organisation.
Marks & Spencer already operates in 44 countries, apart from the UK, therefore you must not choose any of them
for your assignment. The full list of countries where the company sells their products can be found at:
http://corporate.marksandspencer.com/aboutus/where/international_stores#
There are 196 countries in the world; therefore, you have a choice of 152 countries (196 – 44 = 152) where Marks
& Spencer does not operate.

THE COUNTRY I HAVE CHOSEN IS AUSTRALIA.
Therefore your task consists of preparing a report which includes:
a)A very brief background of the company including its type of activity, its range of products (only by category,
e.g. clothes, home ware) and the type of consumers that they serve;
b)An analysis of the current external international environment that affects the possible organisation?s
expansion and its marketing, in particular:
i. social, cultural and demographic issues
ii. political and legal issues
iii. economic issues
iv. environmental and sustainable issues
v. technological
vi. competition
vii. other possible relevant analysis (e.g. distributors), if applicable

c) The choice of 1 possible country that could be suitable for M&S international expansion and explanation of the
reasons for this choice according to the previous external analysis;
d) An analysis of the potential international consumers, in the chosen country that could be targeted by Marks &
Spencer’s products (or a category or categories) , and an explanation of the rationale for these suggestions;
e) Provide further suggestions on the type of international marketing research that would be necessary for M&S to
aid the decision making to expand in the suggested country and explain the reasons for your suggestions.

Further important guidelines:
You must explain the rationale for your chosen options indicated in the points above;
You must refer to the theories studied to perform your analysis.
Learning Outcomes to be assessed
1) Critically analyse the way in which different cultural environments affect product markets
2) Demonstrate an understanding of the need for market research before marketers venture into overseas markets
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