Situation Analysis for Marks and Spencer in Holland

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Country, Industry and Competitor Analysis

This situation analysis focuses on the suitability of Marks and Spencer in Holland and the necessary factors the company has to take into account before venturing into this market. The market has several advantages which Marks and Spencer can tap into going by the level of success it has experienced in the UK. The company can focus on developing a clothing product line that appeals to young, urbane and career individuals who are not afraid to try out new concepts. These products can be for both sexes with special focus being given to individuals of the ages 15 to 50 of both genders who are conscious of how they look and how people perceive them through their manner of dressing. The majority of the country’s population are aged 25- 65 (Knijn, T., & Rijken, A., 2003, pp. 3-4).

This represents a good demographic range which the company can exploit to its advantage. The company can also explore the jewellery market within the country and try and tap into the demand for the goods among the upper class of the Dutch society (Euromonitor, 2010, p.3). Marks and Spencer can position itself to target a market consisting of demographics ranging from the ages of 15- 50 and develop a product line that meets the expectations of this demographic. The company should focus on producing clothes which can last both winter and summer for the targeted clients. This demographic represents the largest population in the country and they are likely to take up foreign concepts more easily (Hebig, 1997, p. 46).

The industry in Holland is dominated mainly by HEMA, Vroom& Dreesman, De Bijenkorf and Maison de Bonneterie. These companies have several branches across the country and they are likely to create compet...

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...ebonneterie.nl/servicedesk/

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Poelzl V., 2011. Starting a business in Europe Part 1, Transitions abroad. Retrieved 17th March 2012 from: http://www.transitionsabroad.com/listings/work/careers/articles/starting-business-in-europe-financial-legal-visa.shtml

Porter, M.E. ,2008. The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008.

Subhash J,., 1998. International Marketing Management, 6th ed., Digital Publishing Company, Storrs, CT.

Terpstra, Vern, 1999. International Dimensions of Marketing. 4th ed., South-Western College Publishing, Cincinnati.

Wind, Y., Douglas, P., & Perlmutter, H. , 1973. Guidelines for Developing International Marketing Strategies, Journal of Marketing, Vol.37, pages 14-23.

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