Building a business in Europe
A Marks and Spencer case study

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Page 6: Conclusion

Overseas markets provide the opportunity for Marks & Spencer to bring something different to marketplaces which are receptive to new products and added value. As a successful UK business, Marks & Spencer has focused much of its efforts upon developing into a successful international business in the long-term. The key to this has been appreciating the individual nature of each market. Another feature has been the close co-ordination between overseas and domestic operations.

Marks & Spencer’s business strategy for Germany has enabled it to enter a sophisticated retailing market in the face of strong local competition. The move into Germany consolidates Marks & Spencer's development as a truly global business.

Marks and Spencer | Building a business in Europe