Marks & Spencer Invasion in Georgia - Case Study Example

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This paper "Marks & Spencer Invasion in Georgia" focuses on the fact that Marks & Spencer M&S is a world-renowned brand retailer which has incepted world market in a glimpse of an eye. Spread over in more than 40 countries and having headquarters in the UK, M&S ensures sheer elegance and class. …
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Marks & Spencer Invasion in Georgia
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Download file to see previous pages Brand name of M&S is considered as a status symbol. In the past years, results show that M&S has been one of the most successful companies in London stock exchange. The financial position of M&S is quite impressive and profitability figures are commendable. M&S holds a spectacular position in the consumer market and is the ultimate choice of people (Karol, 1985)
(Peter, 2011) states that Georgia is one of the most booming economies in Europe. The country showed a lot of promise in the economic sector as it moved from 112th to 18th position in the countries where the business has minimal restrictions. Georgia has proved to be an ideal place for investment and thus World Bank depicted is as the supreme economic reformer of the world. Georgia has been historically famous for business activities and currently, they have done immense development in the transportation sector so that business growth would be ensured.
Every company requires some strong marketing proofs and financial proclamation to enter into a new geographical boundary. Hence to support M&S entrance into Georgia, different marketing tools and techniques will be applied to support the arguments. In this regard PEST Analysis, SWOT analysis, Porters five forces, and Competitor Analysis will be applied. These models, tools and techniques will depict whether M&S should enter into Georgia or not.
PEST analysis is the primary marketing tool which illustrates various segments of a region and becomes an essential tool in the decision making of a business. PEST is an abbreviation of political factors, economic factors, socio-cultural factors, and technological factors. Following are the deductions from PEST analysis.
(Tbilisi, 2012) points out that the political situation of Georgia is very stable and encouraging. It’s a democratic state and laws have been made which guarantee the safety of the foreign direct investment. 
The elections of October 2012 brought previous opposition to form a new government and their action plan depicts that they induce and appreciate the foreign investment in the country. No law and order problems have been reported which would discourage businesses.    ...Download file to see next pagesRead More
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