Nobody downloaded yet

International retailing and marketing - Essay Example

Comments (0) Cite this document
Summary
Dawson et al (2000: 343) remarked that "operating internationally for the major retailers had become, by early in the twenty-first century, the standard situation and is now not so much a key success factor as a key non-failure factor for large retailers." This report aims to determine whether indeed going global contributed to the success of prominent retailer Marks and Spencer…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98% of users find it useful
International retailing and marketing
Read TextPreview

Extract of sample "International retailing and marketing"

Download file to see previous pages A review of literature has provided a consistent definition of the term International Retailing which is "the operation, by a single firm, of shops, or other forms of retail distribution, in more than one country" (Findlaey and Sparks, 2000: p. 40; Alexander, 1997:p. 27). This definition encompasses several types of company schemes such as the Body Shop and Bally which operates their own stores and franchise arrangements; GIB, Vendex, Aeon and Ahold which operate separate chains of stores internationally; and the IKEA, Sogo and Toys R Us which operate a single chain.
Every business move must be thoroughly studied before application and given the complex nature of retailing in an international setting, it would be prudent to conduct a study aiming to determine the necessary scheme to be adapted by the interested company. There are many methods for determining business environment such as the Political, Economic, Social and Technological (PEST) analysis which is mainly concerned on the operating environment and the Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis which considers also other competitors already present in the market. These analyses shall be used to determine strategies for a successful entry scheme. Retail companies can opt to establish presence by modes such as direct establishment of stores or franchising. Since any business is an on-going process of learning and growing, many retail companies find it necessary to incorporate strategic factors in their business plan along the way.

III. Marks and Spencer: A Background
Marks and Spencer PLC is a companyr, established in the late 1800s by a partnership and is currently one of UK's leading retailer of clothing, food, home products and technology. Last 2008, Tthe company employs more than 65,000 people with 339 stores in the UK and 155 stores franchised in 30 countries found in Europe and Asia. It is also involved in financial services such as loans, savings and credit cards. The company made news in 1998 as it posted a pre-tax profit of over than 1.15 billion pounds sterling but later suffered a downfall for several years until 2003. (MarksandSpencer, 2009a)
The company operates primarily by producing high quality products carried by a recognized and valued brand name. Products are affordable but not necessarily cheap. The prevailing philosophy for advertising was only by word of mouth which was very powerful as many customers are likely to purchase in the shop favoured by those close to them. This method was also very cost effective as there was no need for expensive adverts. From its inception until 1998, it had the policy of sourcing only from British suppliers and thus endeared them to the British public.
Marks and Spencer officially adapted and carried the brand 'St. Michaels' for middle age and young apparel distribution in its stores. Stores are mainly located centrally in capital cities and important venues so that critical mass (number or buyers) can be realized. M&S is in possession of several prime holdings around the globe and is using it to establish presence.
The company experimented in internationalisation by exporting its 'St. Michael' line to ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“International retailing and marketing Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
International retailing and marketing Essay Example | Topics and Well Written Essays - 2500 words. Retrieved from https://studentshare.org/miscellaneous/1504768-international-retailing-and-marketing
(International Retailing and Marketing Essay Example | Topics and Well Written Essays - 2500 Words)
International Retailing and Marketing Essay Example | Topics and Well Written Essays - 2500 Words. https://studentshare.org/miscellaneous/1504768-international-retailing-and-marketing.
“International Retailing and Marketing Essay Example | Topics and Well Written Essays - 2500 Words”, n.d. https://studentshare.org/miscellaneous/1504768-international-retailing-and-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF International retailing and marketing

International Business: Apparel Retailing

...? International Business Apparel Retailing Table of Contents Table of Contents 2 Introduction 3 Apparel Retail Business: A Brief Overview 3 VRIO Framework 4 China: External Business Environment 5 PEST Analysis 6 Hofstede Cultural Dimension 11 Porter’s Five Forces 11 Strategic Objectives of Entering China 12 Strategy for Entering China 13 Marketing Mix for China 13 Works Cited 15 Introduction Organizations around the world are considering international expansion as a way of generating more revenue and expanding the customer base. Some of the eminent scholars have highlighted that international expansion help companies to earn more revenue...
11 Pages(2750 words)Term Paper

International Sustainable Business: Food Retailing

...to the greater attraction of such food retailing complex. This model is even followed today. The food retailing supermarkets also helped the shoppers to select and pick the products before purchasing through prior inspection. This paved the way of global retail food super markets. The present global food retailing markets are dominated by Wal-Mart, Tesco, Metro AG and many others. From this successful concept of the western food retailing industry the East also got impressed and started to follow the footsteps regarding the same. Singapore is considered as one of the leaders in food retailing industry as...
8 Pages(2000 words)Essay

Effects of franchised and international fashion stores on local clothing retailing and its relation to global marketing stratgie

...?Table of Index 1page Introduction -2 pages 2. Research aim Given) 3. Research objectives Given) 4. Literature Review-2 pages 5. Research Methodology-3 pages 6. Findings & Analysis a. Quantitative Finding & Analysis-2 pages b. Qualitative Finding & Analysis-2 pages 7. Recommendation- 1/2page 8. Conclusion-1/2 page REFERENCES Title : effects of franchised and international branded stores on local Saudi clothing retail stores and in terms of retail marketing mix its relation to global marketing strategies . Abstract In this research, we have attempted to scrutinize the retail marketing mix in perspective of Saudi Arabia, whether international branded store is in competition with the local. This situation analysis has been assessed... and...
13 Pages(3250 words)Dissertation

Marketing and International Retailing

...Marketing and International Retailing Marketing and International Retailing Marketing manager in retail organization typically devote time and effortto analyzing the internal and external operating environment, in order that the body shop can be properly poitioned in the market place (McGoldrick, 1990; Harri and Walter, 1992; Alexander, 1996, pp. 24-6; Trim, 1999). Occaionally, they need to take the initiative by lobbying government and trade bodie a community iue urface and new challenge preent themelve. Thi mean that trategy formulation and implementation can be viewed...
18 Pages(4500 words)Essay

International retailing

...International Retailing Introduction .. 2 Wal-Mart and Germany .... 3 Complexities of the German Market .... 5 Conclusion .. 8 Bibliography .......... 10 Introduction Successful retailers in their home country have the advantage of the built in knowledge and experience they have from decades of expertise gathered and refined on consumer purchasing habits, trends, marketing techniques, competitors and market conditions. All...
7 Pages(1750 words)Essay

Retailing

...Retail Strategy of LuLu Hypermarket Retailing can be broadly defined as business strategy for expanding business through forging alliances with others so as to meet customers’ requirement and maintain one’s competitive advantage (Levy, Weitz & Pandit, 2008; Gilbert, 2003). The retail strategy therefore becomes critical element of the success of business, especially for hypermarket chains like LuLu. It is one of the largest hypermarkets of Doha, Qatar that has more than 90 stores across 18 countries with more than 435,000 shoppers per day (LuLu). It has been able to maintain its niche market position because of its retail strategy that is people centric....
2 Pages(500 words)Essay

Retailing and Wholesaling - Marketing assignment

... be seen as a business that focuses its marketing efforts on the final consumers with the intention of selling goods and services to them and this means that any business that sells a product or service to a final consumer, whether it is to a consumer in a shop, by mail, over the phone, door to door, or by means of a vending machine is a retailing business. Retailing has a profound effect on our society and the people in it because the large number of organizations that engage in retail activities, the number of people these organizations employ, and the tremendous sales volumes they generate indicate the importance of retailing in our society. Retailers play a major role in creating and adding value to final goods and services... and this...
3 Pages(750 words)Essay

Wholesaling/Retailing and Direct Marketing

...Multi-channel management in direct marketing retailing Traditionally, direct marketing retailers have used call centers and mail order as channels for marketing. Another channel for marketing that is commonly used is the internet. Direct marketing retailers now prefer using the internet because it has the potential to cut costs for the retailer. This does not mean, however, that direct marketing retailers have abandoned the use of call centers entirely. In this article, I look at the benefit of using various channels as opposed to using just one channel....
2 Pages(500 words)Article

Retailing and Direct Marketing

...Retail and Direct Marketing Retail and direct marketing is an activity that is a part of every business enterprise.This is the core principle in any business-oriented practice which facilitates the trade in goods and services. Retail marketing involves selling products and services from a fixed location like a shop where consumers directly access the product or service. It ensures that customers derive the maximum value from the buying process because there are higher levels of customer service and satisfaction. Direct marketing involves engaging the customer on a one on one basis without the use of media. It means...
2 Pages(500 words)Article

Retailing

...to the shopping experience although the retailer could do more with the displays and other equipment to provide a more engaging shopping experience to its consumers. 2. Retail strategy is a combination of the retail mix and the external environment. The chosen retailer had a department store particularly targeting towards its traditional as well as its well-informed consumers that are aware of the trends. With the ambience of the store, it was evident that the store was equally welcoming to any new and existing customers, thereby especially focusing their product mix at the traditional and well informed market segment. A key strength for the store was...
3 Pages(750 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic International retailing and marketing for FREE!

Contact Us