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International Marketing High School - Essay Example

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Summary
Successful international marketing requires recognition and authority at the top decision-making level. International marketing programs developed by Marks & Spencer must be carefully planned and based not merely on knowledge of internal corporate affairs, but also on knowledge of external environments…
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International Marketing High School Essay
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International Marketing High School

Download file to see previous pages... Such factors as continued economic growth, increased disposable income, vigorous domestic and foreign competition, accelerating technology, automation, population decentralization, expansion, and innovation will spur the appearance of this new marketing form. Marks and Spencer (M&S) is a leading UK-based company specialized in clothing, homeware, food, furniture, beauty, financial service and, energy products (M&S Home Page 2009).
The country selected for penetration is Slovak Republic. The choice was not accidental: with the development of European Union new markets represent unlimited opportunities for M&S to expend their activities. Slovak Republic is one of the potential geographical regions for M&S to expend its activities and gain larger market share. This location was selected because Slogan Republic is an attractive tourist destination for many European tourists, so it would help M&S to attract wider target audiences in summer and in winter (Dobson and Starkey 43). There are many challenges associated with opening business in the Slovak Republic. The analysis of the whole issue shows that retail businesses are more likely to develop new markets. According to the recent research, foreign companies are likely to build business around a new emerging technology. The general situation can be regarded as rather positive.
The main opportunities in the Sl...
An increasing role of unions forces M&S to spend much cost on labor resources increasing wages and social provisions. High labor cost can result in decreasing revenues and profitability of the industry. On the other hand, new technologies and automation allows retailers to decrease prices and improve service quality. The Slovak Republic can be seen as an outpost for further expansion in this region. The country is known for importing a wide range of products. The company strongly recommends many state will have to copy with mandatory standards and private sector voluntary standards. The Slovak Republic is an active participant of the EU-led operation, so it will be easy for M&S to conduct its financial operations and meet trade regulations. Further analysis of the Slovak Republic will defend a decision to enter this new market. For M&S, international marketing is concerned with setting goals, establishing policies and programs, and implementing business action for the entire firm. Its major tasks are to translate consumer wants and needs, actual and potential, into profitable products and services that the company is capable of producing; to cultivate markets to support these products; and to program the distribution activities necessary to reach the markets.
Country Analysis
Political System
The Slovak Republic and Eastern Europe do have any supermarkets like those proposed by M&S. The liberation and democratization of the political system in many East European countries have proved to be a boon to dynamic retail companies from UK. Most East European countries have yet to create adequate infrastructure support for modern retailing to take root in the new environment (Slovak Republic Home Page 2008). There is little doubt that Western retailers ...Download file to see next pagesRead More
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