Situation Analysis of International Marketing Environment (Marks and Spencer in Spain)
Situation Analysis of International Marketing Environment
MKT362
Individual Assignment
[pic]
Written by: Ksenia Samsonova
For: Richard Cawley
Date: 25/10/2010
Table of Contents
1. Terms of Reference 3
2. Procedure 3
3. Findings 3 3.1 An analysis of the marketing environment for Spain 5 3.2 A SWOT analysis of Marks & Spencer PLC for Spain 6
4. Recommendations 9
5. Appendices 11
6. Bibliography 20
1. Terms of Reference
This report will be carried out by Ksenia Samsonova, and it was prepared for Mr. Cawley. The main aim of this paper is to give a situation analysis of Marks & Spencer in Spain from a view of a marketing consultant. This assignment will also demonstrate an analysis of the marketing environment for Spain and also a critique of any models that was chosen to use to construct the situation analysis for Marks & Spencer in Spain. This report includes three parts: firstly, it analyses the macro-environment and micro-environment of M&S, secondly, it shows the aspects of SWOT. The paper is required on the twenty fifth of October 2010.
2. Procedure
There was used a secondary research so that to create this individual report paper. The secondary data that was used in this document was found in the required textbook, in the seminar material, in journals and in the Internet. For the full list of all sources, please see the enclosed references and bibliography.
3. Findings
M&S is an international company, which spreads through Europe, North America and Asia, it sales clothing, footwear, gifts, house appliances, and food. At Present Marks and Spencer has over 450 stores located throughout the UK, this includes the largest store at Marble Arch, London. (corporate.marksandspencer.com/?intid=gft_company, 2010)
In addition, the Company has 150 stores worldwide, including over 130 franchise businesses, operating in 30 countries. (Ibid)
On the background
MKT362
Individual Assignment
[pic]
Written by: Ksenia Samsonova
For: Richard Cawley
Date: 25/10/2010
Table of Contents
1. Terms of Reference 3
2. Procedure 3
3. Findings 3 3.1 An analysis of the marketing environment for Spain 5 3.2 A SWOT analysis of Marks & Spencer PLC for Spain 6
4. Recommendations 9
5. Appendices 11
6. Bibliography 20
1. Terms of Reference
This report will be carried out by Ksenia Samsonova, and it was prepared for Mr. Cawley. The main aim of this paper is to give a situation analysis of Marks & Spencer in Spain from a view of a marketing consultant. This assignment will also demonstrate an analysis of the marketing environment for Spain and also a critique of any models that was chosen to use to construct the situation analysis for Marks & Spencer in Spain. This report includes three parts: firstly, it analyses the macro-environment and micro-environment of M&S, secondly, it shows the aspects of SWOT. The paper is required on the twenty fifth of October 2010.
2. Procedure
There was used a secondary research so that to create this individual report paper. The secondary data that was used in this document was found in the required textbook, in the seminar material, in journals and in the Internet. For the full list of all sources, please see the enclosed references and bibliography.
3. Findings
M&S is an international company, which spreads through Europe, North America and Asia, it sales clothing, footwear, gifts, house appliances, and food. At Present Marks and Spencer has over 450 stores located throughout the UK, this includes the largest store at Marble Arch, London. (corporate.marksandspencer.com/?intid=gft_company, 2010)
In addition, the Company has 150 stores worldwide, including over 130 franchise businesses, operating in 30 countries. (Ibid)
On the background
Bibliography: 1. Ibrahim Sirkeci, International Marketing, 1st edition, 2009 2 3. Datamonitor, journal: Marks and Spencer Group plc, 2009 4 5. 2008, A Case Study on Marks and Spencer Available URL : http://bizcovering.com/major-companies/a-case-study-on-marks-and-spencer/ 7. Euromonitor international, journal: Retailing – Spain, 2010 8 9. 2010, Marks and Spencer company history Available URL: http://corporate.marksandspencer.com/aboutus