Purpose of this Paper
As a marketing consultant for Marks and Spencer PLC (M&S), the task is to conduct a situation analysis for a European country where M&S does not have a store for the selling of its products. The country in question is Italy, where M&S is currently not present.
The paper begins with a short back ground of M&S and the various products and services that they provide. The subsequent discussion is a comprehensive situation analysis which includes a PEST framework to analyze the Italy environment for new businesses; followed by an application of Porter’s five forces model to analyze the industries that M&S will operate in Italy; and finally an analysis of the Italian customers and market to which M&S will provide their products. This is followed by a SWOT analysis of M&S PLC for the Italian market in general, where the internal strengths and weaknesses are analyzed, as well as the external opportunities and potential threats to M&S. In the end a conclusion is provided with recommendations as to what should be the desired plan of action for M&S.
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