Essay: Marks and Spencer in Italy

Sample Essay

M&S is a huge firm that has the fortitude to enter and succeed in the Italian Market. It has tons of experience and the financial strength to take on competition and acquire market share.

However, due to the strength of the Italian clothing stores and the retailers providing household items and gifts, who will certainly react strongly to foreign competition, M&S will either have to use a differentiation strategy and provide products and services that are substantially higher in quality and brand image than the Italian brands or use a low cost strategy and focus on the southern section of the market. M&S should also try and provide all its products in Italy so that it can provide the customers the luxury of making most of their purchases from one outlet rather than making many stopovers and saving the customers valuable time and money.

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