| Résumé : |
In this seminar paper, we are going to study the international expansion of Marks and Spencer. Indeed, geographic expansion is often an efficient way for a company to increase its turnover. However, this strategy was an entire fail for Marks and Spencer, which absolutely did not have a return on its investment. We will wonder why the British company Marks and Spencer did not succeed in expanding on the international market. To answer this question, we are going to study the organization of the company, its expansion strategy, what were the errors, the reaction of the company and the lessons to be learned. To finish, we will see that nowadays the Company is still present on the international market. This still represents a big challenge for Marks and Spencer, but the company had learned from its previous errors and is know able to better adapt its offers on the targeting markets. |
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