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Marks En Spencer

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Submitted By Rchakar22
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Meeting of Marks & Spencer
Introducing
This is the first meeting of Marks & Spencer in 2015. I am working at the marketing department as an market researcher. I have been working at this place for more then 10 year now. My job is to investigate the market attractiveness of every potential country for Marks & Spencer.
German Market
In my opinion, the German market is the most important market in Europe. For example, Germany is the world´s second largest exporter following the USA. Germany is also a highly industrialised country with a strong service sector and very high population density. Besides that, Germany is also the world´s largest import market. A lot of opportunities lies in Germany, such as; A low inflation of 2%, retail sales of £331 billion and a Gross domestic product of a staggering £1,500 billion, nearly three times that of the UK economy. German consumer expenditure is 50% more than the UK and 22% higher than France.
Researched has also shown that: * German consumers have a clear appreciation of high quality products. Marks & Spencer products would be very good value to the German consumer if the products were sold at competitive prices. * Marks & Spencer’s ‘added value’ approach to Foods would be quite unique and offer a prime differentiation factor. For example, Marks & Spencer’s standards of quality, freshness and hygiene would stand out against the lower standards in supermarkets and discount stores
Despite all the opportunities, there are always some challenges. There is a lot of competition within this market. Marks & Spencer is entering the most price-orientated food and quality conscious clothing market in Europe. This will bring a view challenges with it.
For example: * The Marks & Spencer brand is mostly unknown in Germany. It would be a major challenge to create customer awareness against the background of well established, highly competitive retailers. * Many issues needed to be communicated to customers, such as food shelf life, packaging, policies, labelling and ticketing. * The recruitment and development of high quality staff would be a key priority

Conclusion
Despite the challenges that Marks & Spencer has to face, the German market is an attractive market to invest for a long-term period.

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