MARKS

&
SPENCERS
UK UAE

UK’s largest clothing retailer

Core business selling e.g. clothing, home and food
products

Opened largest store in Dubai

International business accounted for 7.1% of turnover

Has 219 franchise stores in 34 territories worldwide.
 Culture refers to the learned norms based on
attitudes, values and beliefs of a group of people.

Problems for cultural collision in international business:

Company’s practices work less than intended.

Inability to adjust to foreign behaviours.

Therefore, an international company :

Must be sensitive to cultural differences.

Determine business practices in foreign countries.

Readily adjustable.

1884 - Michael Marks & Thomas Spencer created Marks &
Spencer.

1930 - Introduced no-smoking rule and ban on dogs.

1970 - Introduced Indian and Chinese meals.

1980 - Made profit of £1 billion.

1999 - Launched online shopping. Launched clothing brands like

Per Una for women, Blue Harbour and Autograph for men.

2007 - UK’s largest clothing retailer.


ESTABLISHED IN 1930’S

FRANCHISED BY THE AL FUTTAIM GROUP

LEADING BUSINESS HOUSES IN UAE

SUCCESS STORY – ABILITY TO CHANGE WITH

TRADITIONAL VALUES OF INTEGRITY AND
SERVICE
 UK UAE

English is essential for
Important to know Arabic and
communication. English.

Good communication language
Communication mostly depends

is required with customers. on the customers who drop in.

Staff from different cultures
Staff should be mostly Muslim.

are treated equally.

Men are most likely suitable for

The work force is mostly mixed. the Staff.

The dress coat among the staff is
If women in staff it’s important
mostly formal . to wear Burkha.

Clothing sale accounted for 44.8% in UK

Extending the range of entry-price merchandise

UAE National dress Kandura &

Abaya

The influence of Islamic and Arab
culture on its attire

Food accounted for 49.8% and market share 4.3%

Expanding reach new location and selling Channel

Restricted in UAE

Foods contain alcohol
and pork
3 Principles of Confident Media
Focus
- Invest in more famous Authority Energy
media - Intrusive broadcast not - Surprising and dynamic
- narrowcast - Relentless retail focus
Current, Constant, Consi - Absolute sense of scale
stent

Food: investment moved Womnwear: growing

Launch “Your M&S” with
almost exclusively onto TV confidence in product
very public, large
to reinforce M&S premium demonstrated by
format, high quality
positioning and deliver a TV, supported by both
outdoor campaign.
sustained quality message. outdoor and national press.
Advantage

Both use lots of testimonials on their ads

for easy production and less cost.

Disadvantage

InUAE, M&S has to ensure that their ads

shouldn’t be inconsistent of the regulation
of consumer protection.
 UK UAE

Uncompromising
Clearly defined work
attitude towards culture and
customers responsibility

Staffs from different
Staffs mostly from UAE

cultures served with for better
fairness and dignity. communication with
customers.
CUSTOMER SEVICE

ADVERTISING

PRODUCTION UAE
UK

FOOD ITEMS

CLOTHING

0 1 2 3 4 5 6 7 8 9

Successful multinational company.

Targeting wide population in UK and UAE.

Focus is on sustainable development.

Keeping up the standard of quality.

Focusing on other international markets.