Marks and Spencer Enters China Harvard Case Solution & Analysis

Marks and Spencer (M&S) had first ventured into international markets 70 years past. By 2012, 337 had M&S stores in 41 states. By 2020, M&S desired to be an international, multi-channel retailer.

Even if M&S considered itself as a U.K. vendor that sold its commodities to other countries, the company had been attempting to diminish its dependency on the U.K. economic cycle. Its objective was to augment international sales from £800 million to £1.0 billion by the period 2013/14.

It faced many problems, when the company entered the Chinese marketplace in 2008. It'd failed to conduct proper market research to comprehend the Chinese consumer, which had led to many issues. The company had neglected to deal with the cultural differences between China and the United Kingdom. It had also taken an approach of standardizing its products, instead of adapting products to the new market. Pupils must think about the marketing mix policies of price, merchandise, positioning and promotion to urge changes to M&S's entry into China.

PUBLICATION DATE: February 26, 2013 PRODUCT #: W12512-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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