Challenges in International Joint Venture of Clothing Retail Industry : Marks & Spencer in Taiwan

• Main Authors: Budianto Santosa, 李鑫源
• Other Authors: Chun-Tuan Chang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/69980695838761633641

碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === When deciding to internationalize, companies face the need to develop a foreign market strategy and a foreign market expansion strategy especially when the foreign country has very different culture from home country. Most research of company process of internationalization nevertheless is based on entry mode and mostly successful businesses. Here, the failure of joint venture between Marks and Spencer (M&S), one of the biggest of British Retail Company and Uni-President Corporation, the biggest food and drink enterprise in Taiwan is examined. Its recent large-scale withdrawal from such activity is also measured to some extend of theories about internationalization and marketing failure. The qualitative method and a case study were carried out. In addition, in-depth interviews with Uni-President representative, M&S Visual Display Manager and two groups of M&S customers and non M&S customers are the primary resources of data. The research suggested the joint venture between the two companies created many problems due to two extremely different cultures and lack of understanding of the local market. M&S marketing strategy did not draw Taiwanese consumers’ interest. The products and stores are not attractive or follow the fashion trend. The promotion also did not appeal the consumers. The complexities of Taiwanese consumers’ perspective toward M&S brand and country-of-origin, cultural differences and the potential reasons of M&S exited Taiwan are as well emphasized.