Reference no: EM133588935

Scenario on the base of Mark & Spencer, UK:

The presentation should provide recommendations for how Mark & Spencer, UK could be structured in an international context. Present the different international marketing approaches of Mark & Spencer, UK, comparing their home or international orientation, and the benefits and limitations of each. Also, consider the ways of accessing competitors and provide an analysis of the competition, to ensure your recommendations maximise opportunities for Mark & Spencer, UK in an international market. Use examples to support your arguments.

From the above scenario, provide details answer with main heading and subheadings of following each but as per above scenario;

1. **Introduction**: Start by explaining the importance of international marketing and the need for organizations to adapt their structures to fit an international context.

2. **International Marketing Approaches**: Discuss the different international marketing approaches. These could include: -

2.1 **Ethnocentric Approach**: This approach is home-oriented. Companies using this approach use the same marketing strategy as in their home country. The benefit is simplicity and consistency, but the limitation is that it doesn't consider cultural differences. -

2.2 **Polycentric Approach**: This approach is host-oriented. Companies adapt their marketing strategy to fit the host country's culture. The benefit is that it caters to local preferences, but the limitation is that it can be complex and costly to implement different strategies in different countries.

2.3 - **Geocentric Approach**: This approach is a blend of both. Companies develop a standardized marketing strategy that also takes into account cultural differences. The benefit is that it balances consistency with cultural sensitivity, but the limitation is that it can be challenging to implement.

3. **Competitor Analysis**: Discuss how organizations can access competitors in an international market. This could involve market research, competitor benchmarking, and SWOT analysis. Analyze the competition in terms of their strengths, weaknesses, opportunities, and threats.

4. **Recommendations**: Based on your analysis, provide recommendations on how organizations should structure themselves in an international context. This could involve choosing the right international marketing approach, conducting regular competitor analysis, and adapting to cultural differences.

5. **Examples**: Throughout your presentation, use real-world examples to support your arguments. For example, you could discuss how McDonald's uses a polycentric approach by adapting its menu to different countries, or how Apple uses a geocentric approach by selling the same products worldwide but adapting its marketing messages.

6. **Conclusion**: Summarize your main points and reiterate your recommendations. Remember, the key to a successful presentation is to make your arguments clear and concise, use visuals to support your points, and engage your audience with compelling examples.