The polices of M&S in china is very important like
for every company who is about to enter into a new market or about to enter
into a new market there strategy should be make such polices that should
appropriate or they should take into consideration what market they are going
to enter this is the same case for the M&S. for china they cannot use the
same polices they are using in England or anywhere else they have make new and
different polices taken into consideration Chinese market and consumer. Because
every market is different from other markets and even because china is such a
big country they cannot even rely on one type of polices for all over the china
the market in china is very diverse in different regions.
Proper planning is the most important thing in
business because it can prevent lots of problems and solve it as well. But lack
of planning can also cause much of the trouble that’s the thing M&S really
has taken onto consideration because when entered in the Chinese market they
really lacked at it. Some people said that M&S did not do its home work. At
the inauguration of their first showroom. The show was half empty and did not
have a single food product for three month which was a very big setback for a
company just entered into a new market. So, M&S should make their plans
of the consumer-
M&S should revise their price strategy because one
of the main reason M&N struggled in china because of their pricing
strategy. As stated in the case study the product M&S was offering medium
range product in market as they do in their other markets. But china is
different than other markets because Chinese consumers the products were not
top of the line like Gucci, Prada or other companies like this. And their
product were not that cheap that average person can afford it. So, this the
main variable M&S should take into consideration.
M&S should also take care about the language
barriers because some the times it can be a very big factor can create a big
problem for the company because one time when M&S were promoting their
Christmas cracker, but the people thought that was the Chinese crackers.
M&S’s one of biggest variable is to take into
consideration is the competition they are facing in the Chinese market. Chinese
market is the one of the biggest market in the word, so every company wants to
grab it. M&S are facing very much competition internally from the brand
already in the market also some the big brands trying to get into the Chinese
market. So, M&S should worry about competition.
As we already discussed that the china is a very big
market. It is so big that all the strategy M&S make they cannot rely on
that for all the Chinese market because Chinese market is very diverse, and its
part can be completely different from other part. So, if M&S wants to
capture all the Chinese market their plans and strategy should diverse and
according the part of the market there are focusing on.
One of the main variables for adaptation in Chinese
market is consumer need what they want and how they want. When M&S entered
into china they did is part wrong the products they were offering was according
to their previous markets not for the Chinese market. Which made the adaptation
of the brand for Chinese customer more difficult. For example, the products
they were offering was not as colorful as a Chinese consumer wanted so they did
not like the products and they said the company offerings are too dull. And
most importantly the Chinese people are relatively shorter and slimmer than the
European and British counterparts. So, the sizes the companies were offering
that was not very good in terms of the fittings. Most of the people find the
clothes and shoes loose so even they like something from the store they cannot
buy it because it would not fit. So, M&S should take care of these things.
So, the Chinese market adapt them well and the company should also have put
some effort to adapt the Chinese market.