M&S
...liers in order to ensure an efficient supply chain management. BASIS FOR RECOMMENDATION: As the resource-based analysis indicates, M&S had acquired a reputation for excellent service, quality, and value for money for its clothing and food products in the UK. By establishing closer and long-standing working relationships with its supply partners, M&S achieved improvements in quality, value, product appeal, and availability. These unique supplier relationships gave the business an advantage that few of its rivals could match. In 1973, M&S opened its first overseas store in Canada as a 50/50 joint venture with Peoples (Canadian retailer) and in 1975 it ventured into Europe, opening stores in two Continental European capitals, Paris and Brussels. The nature of M&S’s Canadian operations changed when M&S purchased a 55% controlling interest in Peoples. Further acquisitions with other Canadian retailers followed and M&S converted the stores into M&S units. All merchandise lines included both textiles and food, and they carried the St. Michel brand name. The joint venture is an efficient internationalization strategy to enter a new market. It has the advantage to link with a retailer already in the market and it is possible to move later to either exit or make fully entry into the market. Therefore, M&S should consider to enter the US and Asian market by undertaking a joint venture with a local retailer. Their products should carry the St. Michel brand name in order to achieve a global brand and global reputation. The losses that occurred in the Canadian marke...