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You will prepare and submit a term paper on Marks & Spencer's Choice for Target Germany. Your paper should be a minimum of 2500 words in length.
You will prepare and submit a term paper on Marks & Spencer's Choice for Target Germany. Your paper should be a minimum of 2500 words in length. The target country for Marks & Spencer's international expansion in Europe is Germany. The decision has been based on Germany's rank in terms of overall value for the major industries where M&S operates: apparel retail industry, food retail industry, and on-line retail industry within Europe. Germany has the second-highest share in terms of value for the apparel retail industry (Datamonitor: Germany Apparel Retail 2009). the highest share in terms of value for the food retail industry (Datamonitor: Germany Food Retail 2009). and the third highest, next to the United Kingdom and France, in terms of value for the on-line retail industry (Datamonitor: Germany on-line Retail 2009).
The country analysis is done by conducting a typical PEST analysis, short for Political-Legal, Economic, Socio-cultural, and Technological analysis. The input for the analysis comes from legitimate publications such as Datamonitor Country Profiles, I.H.S. Global Insight, Business Monitor International, and Country Report and Country Intelligence publications by The Economist Intelligence Unit.
The PEST analysis is one of the frameworks that has always been used for environmental scanning. As the analysis outlines the different forces that will impact the organization according to the four macro-environmental variables, the framework is a useful tool to scan the environment for strategic purposes. However, the quality of the analysis will greatly depend on the quality of the inputs, as well as the legitimacy of the sources.
The political landscape of Germany has changed since the beginning of the financial crisis in 2008. One of the most notable changes over the years includes tax reforms that increased the value-added tax in 2007, lowered corporate rates in 2008, as well as streamlined capital gains taxes in 2009 (Country Commerce 2009, 6). These changes .have positive implications for M&S should it pursue entering the country through foreign expansion.
