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Marks and Spencers' Indian Market

Keywords: m and s market admittance analysis

Ever since its inception in 1884 as a stall in the Leads market by Michael Marks, the brand is a favourite hunt for customers. After several up-gradations, launches and partnerships, the Marks & Spencer one recognizes today is one of the most successful brands in the united kingdom.

With expanding markets and growing opportunities, Markings & Spencer is looking to increase its global occurrence. Accordingly, the market trends of varied countries were analysed and it was seen that the Indian market has a solid and steady development and venturing into such market would greatly help the reason for Marks and Spencer's global growth.

Reasons for Selecting the India Market:

India has a population of over 2 billion and has long-term probable. This will ensure that the company has a larger clientele and opportunities to increase profits.

It is expected that India's vastly fragmented retail industry will be worth an impressive 200 billion a year and may even be double its value in 2015. Stepping into the market at such a period can prove to be very successful.

The positive growth of the Indian middle-class opens the entranceway for better work at home opportunities. The company principally aims to target the affluent pockets of the united states like Delhi and Bombay.

Marks & Spencer is a known brand and the Indian people are already alert to it.

Rationale and Process:

Before stepping into any new market, the abroad company requires a well described and designed process. Doing market research, product verification (in local area), recognising sales and blood flow arrangements, evaluating prices, understanding the guidelines and policies of the federal government, etc are a few of the most crucial tasks that require to be taken care of. Accordingly, studies have been concluded, the results which are recorded in various parts of this report.

Booming in the Indian market would depend upon the right evaluation of the probable of the united states, having proper knowledge of the geographical sizing and range of the marketplace, the time period needed to reach out to the marketplace and assembling the correct infrastructure necessary to hold up the business. What's needed can be an enduring method of the Indian market recognized by a comprehensive plan supported by considerable research.

Hence, the decision to venture into the Indian market was performed after careful research and analysing the info available. It has been noted that:

  • By 2010, 720 million Indians will be of eating age
  • A go up of 32% in urbanisation
  • Over 10% progress in the retail market since 2000
  • Close to 8% of inhabitants employed in the retail sector
  • 5. 5 shops for every 1000 people, more than anywhere else in the world
  • Organised retail contributes to over 5% of the existing retail business
  • Over 100 malls all around the country
  • Organised retail to capture 20% of market sales

Marketing plan for entering India:

First and foremost, it becomes important to study the united states and look at the following six factors:

  • Swiftness

How fast can the brand enter in the Indian market?

  • Expenditure

How much will the assignments cost?

  • Flexibility

How difficult is it to start out or stop business in India?

  • Risk

Is it safe to get into? What is the political condition there? Who are the competitors?

  • Profit expectations

How soon will Markings & Spencer be prepared to make gains?

  • Continuing objective

How long will the company want to stay static in India?

Swiftness - It will not take enough time for Markings & Spencer to enter the Indian market as the relationship with Reliance Retails (details below) was already completed.

Expenditure - The total initial investment is a put together 29 million from both lovers. Additionally, we also intend to spend 750 million to grow operations, remember the market growth in the next ten years.

Flexibility - With laws and regulations being changed and the markets being made more international investment friendly, Marks & Spencer should not have a lot of a problem beginning its businesses in India.

Risk - Though there are some amounts of political instability in the country, overall the problem is conducive. There were reviews of labour union problems too, but they are unavoidable risks that people have to attempt.

Profit targets - With Markings & Spencer doing well in the other international market segments, we desire to make profits from India soon too.

Continuing objective - Because it has been forecasted that the Indian market segments will grow two folds by 2015 and organised retail will record 20% of most market sales, Marks & Spencer needs to make its Indian stay long and productive.

After analysis, it's important to identify the various forms where the overseas trading can take place. Listed below are the options available to the business for entering the Indian market:

Direct export - Directly selling products to international consumers.

Distribution - Advertising the products to abroad middlemen who subsequently sell the merchandise to the clients.

Franchising - Marks & Spencer will concern licenses to suitable organisations that will create and sell the products under the brand name. The franchisee will in turn pay a royalty to the business.

Joint Opportunity - A safe gamble is always to get into the Indian market after engaging in a jv with a high retail organisation in the house country.

Manufacturing in the host country - Grades & Spencer also has the option of making its products in India. This can be useful as the business are certain to get local support and federal government help for creating employment opportunities in the united states.

Entry Strategy:

After examining all the (above mentioned) market entrance options, Marks & Spencer projects to foray in to the Indian market in mainly three forms:

  1. Franchising
  2. Distribution
  3. Joint Venture

By franchising the business enterprise, Marks & Spencer is designed to get maximum value out of the brand. The business will provide licenses to Indian investors to sell the merchandise, and in turn will seek their help in training and marketing to ensure maximization of the profits.

Through distribution, the business aims to sell their products in stores across India. This is a rewarding option as the company can be rest assured about the quality of the merchandise, something that can't be completely guaranteed in franchising. However, before implementing this strategy, Markings & Spencer must:

  • Recognise the degrees of distribution power
  • Clearly symbol out the steps to choose suitable distribution route partners
  • Understand the modules of a physical distribution composition.
  • Clearly symbol out the 'route management process' steps.

Marks & Spencer has got into into a jv with Reliance Retail, a leading Indian organisation. The original investment is a put together 29 million, in cash and kind from both the parties. This jv gives Grades & Spencer the permit to run the M&S stores in India and sell apparels and home items. With this partnership, Markings & Spencer will hold 51% of the stakes and Reliance Retail will contain the remaining 49%.

The company also aspires to adopt the locatisation methodology. This will greatly help the reason for the brand. India being a non-English speaking country, understanding of the local language, culture and needs becomes very important. The business aims to employ local salespersons, professionals, etc to communicate with the customers straight. Also, all types of display, including the store brands and adverts will be in the local language as well as in English.


Compliance with the rules of Marketing Combine:

Since it is very important to conform to the four P's of marketing blend, Markings & Spencer is taking the appropriate methods to ensure that everything is in place.


Marks & Spencer will begin by reselling apparels and household items. Food products will not be launched as of now.

Stress on quality, style, environmental friendliness.

  • PRICE:

Price will be lowered (in comparison to UK prices) to suit the Indian buying tendencies.

The price structure will be homogeneous in every the stores across India.


Stores will be opened up around India.

The main concentrate on areas would be the affluent pouches of Delhi, Bombay and other big Indian locations. The malls in these places will be appropriate. 14 locations have been completely identified.


Marks & Spencer will promote their occurrence in India by several advertising. Advertisements to be posted in local papers, flashed on TV and radio.


  • One of the main retail brands in the UK
  • Enjoys good reputation
  • Providing the Indian market with international goods
  • Comprehensive surveys completed and sound data to support decisions
  • Stores located at great locations
  • New player in the Indian market


  • Does not create traditional Indian clothing
  • More expensive than local retail chains like Pantaloons, Westside and Shoppers Stop


  • Make a solid entry and draw in new customers
  • Adopt the localisation way and get in touch with the Indian consumers
  • Booming Indian retail market
  • Indian middle class becoming increasingly affluent


  • Competing brands like NEXT and Aftershock also coming into Indian market
  • M&S trends might not exactly cater to Indian sensibilities
  • Purchasing power may decrease credited to recent economical slumpBefore we progress any further, it is necessary to have a look at the SWOT evaluation of Grades & Spencer to assure that our accessibility in to the Indian market will be fruitful.

So even though there are a few weaknesses and risks, it is clearly visible from the SWOT evaluation that Grades & Spencer has an excellent chance of making a successful Indian market admittance. The talents outnumber the weaknesses and hazards can be defeat by proper utilisation of the available opportunities. What's required is the correct execution of the marketing plan.

Expanding Business:

M&S ideas to develop its business in India following the initial set up. Plans are already in place for development and a complete of 3. 3m rectangular toes of space have been approved for new stores internationally. With rapid progress of the retail sector and quick development of malls, Grades & Spencer will surely have sufficient opportunity to expand in India. It already comes with an Indian presence (having came into into a relationship with Globe Retail and operating 14 franchises, that will continue) and jogging its stores will give them a much better foothold in the united states.

In addition to retailing, M&S is planning to size up their sourcing from India. The business plans to boost the local sourcing to 70% in the next four years. The non-executive chairman of M&S, Sir Stuart Rose has announced that the company is all set to make large assets in India, which might multiply at the rate of 10%. M&S is very sure that the Indian market is the spot to be in another 10 years therefore is laying the base for it presently. The company is putting in a great deal of effort interacting with consultants and also programs to get 750 million to expand functions in India.


With a great deal of reason to think that it will do well, brand Marks & Spencer is all set to enter into the Indian market. It really is a wonderful time and energy to enter the market as M&S is looking operations prior to the retail industry is defined to double in 2015. Income will be multiplied and the brand will enjoy a good reputation. Since prices have been reduced and the clothes have been designed to suit the Indian trends, the company expects to attack the right chord with the consumers.

Marks & Spencer programs to begin with apparels and household items and the meals items will unveiled later on. Since almost all of the products will be exported to India from the united kingdom, it will be a little difficult to send the perishable items. However, we desire to sort this problem out and incredibly soon the stores in Grades & Spencer India will be retailing the food products, which have made M&S a make of repute around the world.

The Indian businesses will be headed by Make Ashman, who has been managing Grades & Spencer's existing Indian businesses. Spencer Sheen has been appointed his deputy. As a result, people have been joking that the Indian branch of Grades & Spencer is being operated by Symbol and Spencer!

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