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    "Marks and Spencer Enters China" Case Report Mehmet Yucel Sevinc

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    Yucel Sevinc
    M&S failed in entering the Chinese market by not conducting proper market research and neglecting cultural differences between China and the UK. They used a standardization strategy that did not account for differences in political and economic systems, social factors, or environmental conditions between the countries. Their global pricing strategy, Western product designs, and lack of Chinese-focused promotions alienated Chinese consumers. To succeed, M&S should have localized their products, prices, and promotions to the Chinese market.

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    "Marks and Spencer Enters China" Case Report Mehmet Yucel Sevinc

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    Yucel Sevinc
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    M&S failed in entering the Chinese market by not conducting proper market research and neglecting cultural differences between China and the UK. They used a standardization strategy that did not account for differences in political and economic systems, social factors, or environmental conditions between the countries. Their global pricing strategy, Western product designs, and lack of Chinese-focused promotions alienated Chinese consumers. To succeed, M&S should have localized their products, prices, and promotions to the Chinese market.

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    Marks and Spencer Enters China case solution

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    “Marks and Spencer Enters China” Case Report Mehmet Yucel Sevinc

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    M&S failed in entering the Chinese market by not conducting proper market research and neglecting cultural differences between China and the UK. They used a standardization strategy that did not account for differences in political and economic systems, social factors, or environmental conditions between the countries. Their global pricing strategy, Western product designs, and lack of Chinese-focused promotions alienated Chinese consumers. To succeed, M&S should have localized their products, prices, and promotions to the Chinese market.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    456 views4 pages

    "Marks and Spencer Enters China" Case Report Mehmet Yucel Sevinc

    Uploaded by

    Yucel Sevinc
    M&S failed in entering the Chinese market by not conducting proper market research and neglecting cultural differences between China and the UK. They used a standardization strategy that did not account for differences in political and economic systems, social factors, or environmental conditions between the countries. Their global pricing strategy, Western product designs, and lack of Chinese-focused promotions alienated Chinese consumers. To succeed, M&S should have localized their products, prices, and promotions to the Chinese market.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4
    At a glance
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    M&S failed to do proper market research and neglected cultural differences between the UK and China. This led to issues like wrong marketing strategy, inability to attract consumers, branding problems, and poor market analysis and inventory management.

    M&S faced issues like failing to adapt their products to local needs, prices that were too expensive for Chinese consumers, promotions that did not target the Chinese market, and store locations and designs that were not suitable.

    There are differences in political systems, economic systems, social factors, languages, beliefs, quality perceptions, and environmental issues between China and the UK.

    MARKS AND SPENCER

    ENTERS CHINA CASE


    REPORT
    MEHMET YCEL SEVIN
    S000865
    MKTG 315.B

    Instructor: Steven Seggie

    MARKS AND SPENCER ENTERS CHINA CASE REPORT

    In this entry, M&S did not get it right, they entered without a proper market research, they
    neglected cultural gaps between the UK and Chinese market, they led to many issues like wrong
    marketing strategy, fail to attract consumers, branding problems, and poor market analysis and
    inventory issues.
    They are many differences between Chinese and British markets; political system (china:
    totalitarianism, England: democracy), economic system (china: central planning, England: market
    economy), social factors like value, norms, education levels, and environmental factors China:
    pollution, England: recycling). They did not use an entry mode strategy when internationalizing
    they try to adapt their strategy each market but this standardization strategy did not work. When
    we do CAGE analyzes between China and UK there were many difference between two
    countries. Cultural, different languages, different believes, quality perception, perceived status of
    western brands. Administrative; trade policies, geographical distances. Geographic; climate,
    diversity across the country. Economic; different income levels between consumers.
    For pricing they used global pricing and it is a break or a boost to companys revenue and did not
    adopt Chinese market. They needed to use international pricing and keep low their prices for long
    term success, to attract customer, to compete with competitors. Because factors that influence
    international pricing are product costs, customer, competitors, economy and government
    regulations. They need to adopt all of them.
    Firstly we need to find best strategy for the entering Chinese market.
    Marketing Mix (4P)
    Product

    MARKS AND SPENCER ENTERS CHINA CASE REPORT

    They failed to adapt its products to suit the needs of local markets. (Their sizes were not suitable
    for Chinese people.)
    Chinese people thought the products of M&S for middle aged people so they thought they are
    unfashionable and outmoded.
    Their strategy should be adapt their products to Chinese consumers and develop new suit sizes
    and they need to change their designs for Chinese market.
    Price
    The prices were so expensive for Chinese consumers so they needed to have affordable price
    level according to average income. They can compare their price with competitors like ZARA
    and H&M.
    Promotion
    They did not do promotions for Chinese market, they used Western models, pictures and
    advertisings, they should adapt their promotions to the Chinese market with using some Asian
    models, pictures etc.
    Place
    Some locations in Shanghai and their store designs were not good.

    To persue in China the better method is market based pricing. Because advantage of this method
    is that it avoids price competition that can damage the company. They should not use cost based
    method because their cost are expensive for Chinese market. They cannot afford these prices.It is

    MARKS AND SPENCER ENTERS CHINA CASE REPORT

    a disadvantage for companies that want global. If they want to compete with compitators they
    need to apply market based method.
    For marketing commication they could use personal selling, sponsorship, direct marketing, sales
    promotion and advertisng.

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