You will need to apply two marketing frameworks - 'rough market screening' framework and 'fine market screening' framework - to the Marks and Spencer's Retail Business
You will use both of these academic marketing frameworks to determine and justify which global market (country) you have chosen to further expand the Marks and Spencer's retailers too. The countries that you will individually assess for the suitability of this retail expansion is Australia, New Zealand and Switzerland.
STEP 1) A 'rough market screening' in which you apply the appropriate frameworks to help you to systematically carry out the market screening of identified countries using all necessary secondary sources. You are required to outline and justify your choice of criteria which are used for this process. The outcome of this process will lead to one most suitable target country/market for your client.
STEP 2) Fine Market Screening:
The other frameworks and steps of assessment that you will use against the one chosen global market (country) that you have chosen for expansion.
--> A 'fine market screening' of the target country/market, which includes a critical analysis of the chosen market, your approach to market segmentation, your recommended market segment(s), analysis of consumer behavior of the market segment(s), and analysis of the competitive environment.
All of these should be presented in written format, along with also providing the credible evidence and sources that you used to help you to decide which country you chose for the business's retail expansion.
Estimate Word Count - 700-800 Words.
The titles of academic books and journals etc, can be provided so that you can learn the frameworks and apply them. Further details, context and assignment briefings can also be provided.
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