Develop an International Marketing Plan for the Expansion of Marks a
TITLE: DEVELOP AN INTERNATIONAL MARKETING PLAN FOR THE EXPANSION OF MARKS AND SPENCER INTO AUSTRIA
Contents
➢ Executive Summary . . . . . 3
➢ Situational Analysis . . . . . 4 o Entering Austria . . . . . 4 o Key Customer Groups . . . . . 4 o Positioning . . . . . 5
➢ Marketing Objectives . . . . . 7
➢ Strategy . . . . . 8 o Competitive Strategy . . . . . 8 o Strategic Position . . . . . 9 o Cultural Positioning . . . . . 10 o Entry Mode . . . . . 10
➢ Marketing Mix . . . . . 13 o Price . . . . . 13 o Product . . . . . 13 o Place . . . . . 14 o Promotion . . . . . 15 o Physical Evidence . . . . . 16 o Process . . . . . 16 o People . . . . . 17 o Relationship Management . . . . . 18
➢ Budget . . . . . 19
➢ Monitoring and Controlling . . . . . 20
➢ Bibliography . . . . . 21
Executive Summary
This ‘international marketing plan’ is complied by M&S’ Marketing Consultants team, Heinrich Bayern, Rasha Budagher, Khaled Bader, Qanass Al Aulaki and Nada. The report will detail an intensive marketing plan of the expansion of a wholly-owned M&S subsidiary in Austria by 2013.
Throughout this report Marks and Spencer will be referred to as M&S. Having evaluated a situational analysis of expanding into Austria, M&S marketing consultants have laid out the appropriate strategy and entry mode in line with M&S’ corporate and marketing objectives, to enter the Austrian food and retail market. Furthermore, an analysis of the marketing mix is presented to highlight the steps M&S will have to take to succeed in Austria.
Marks and Spencer Group PLC (M&S) is undoubtedly one of the UK’s most powerful and visible retailers. M&S is in the business of food and general merchandise, including home products and clothing,
Contents
➢ Executive Summary . . . . . 3
➢ Situational Analysis . . . . . 4 o Entering Austria . . . . . 4 o Key Customer Groups . . . . . 4 o Positioning . . . . . 5
➢ Marketing Objectives . . . . . 7
➢ Strategy . . . . . 8 o Competitive Strategy . . . . . 8 o Strategic Position . . . . . 9 o Cultural Positioning . . . . . 10 o Entry Mode . . . . . 10
➢ Marketing Mix . . . . . 13 o Price . . . . . 13 o Product . . . . . 13 o Place . . . . . 14 o Promotion . . . . . 15 o Physical Evidence . . . . . 16 o Process . . . . . 16 o People . . . . . 17 o Relationship Management . . . . . 18
➢ Budget . . . . . 19
➢ Monitoring and Controlling . . . . . 20
➢ Bibliography . . . . . 21
Executive Summary
This ‘international marketing plan’ is complied by M&S’ Marketing Consultants team, Heinrich Bayern, Rasha Budagher, Khaled Bader, Qanass Al Aulaki and Nada. The report will detail an intensive marketing plan of the expansion of a wholly-owned M&S subsidiary in Austria by 2013.
Throughout this report Marks and Spencer will be referred to as M&S. Having evaluated a situational analysis of expanding into Austria, M&S marketing consultants have laid out the appropriate strategy and entry mode in line with M&S’ corporate and marketing objectives, to enter the Austrian food and retail market. Furthermore, an analysis of the marketing mix is presented to highlight the steps M&S will have to take to succeed in Austria.
Marks and Spencer Group PLC (M&S) is undoubtedly one of the UK’s most powerful and visible retailers. M&S is in the business of food and general merchandise, including home products and clothing,
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