The stated European expansion plans of M&S have come in for some scrutiny here previously, commenting on Marc Bollands aspiration to enter countries only where they can achieve a market leading presence. France? Really?!
And so it continues - it has now been announced that M&S will look to the Netherlands for their next European expansion. Has this decision been arrived at through careful scanning of European markets using objective measurement of each country against key criteria that are likely to be key importance for M&S. Or has it been made anecdotally given that Mr. Bolland is Dutch, has some market knowledge & has a lot of family over there?? I don't know but clearly have my suspicions. Given how easy it is to conduct thorough desk research on the attractiveness of countries it is amazing that it still appears to not be thoroughly done by some of our leading names - more on this theme & Tescos specifically to follow...
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