Following recommendations are made for Marks and Spencer to expand their business in Egypt :-

M&S must be aware of the political factors that are liable to change in Egypt. The new policies brought by the ministry and other administrative policies related to retail business of foods, clothes should match with M&S policies.

Due to Covid-19 pandemic Egypt has also suffered the shock just like other countries. The economy in many countries is still devastated but Egypt has processed funds from Central Bank and IMF to survive and grow their GDP. M&S must bring up strategies that will act as a solicitor for pandemic which is waving across the world.

Legal frameworks like tariffs on products and Brexit have hugely affected M&S operations. The limitations on trade and to sell more variety of products is a questionable area for the company. To benefit from it, the company need to produce a strategic planning for sell and growth with those tariffs available.

Marks and Spencer will have strong competition from JUMIA, SOOQ and Amazon while they start operating in Egypt. It is required to understand the customer needs, high selling items and price distribution of their competitors to run smoothly

Conclusion:

The paper demonstrated the marketing opportunities of Marks and Spencer in Egypt as a base to comfort Middle-East market. As from the PESTLE analysis it is clear that the company will need comply with several political affairs and legislations, they also need to introduce more recyclable products and byproducts. Social determinants have ensured that most customers will be of middle class and that will be th target market for them initially. The report provided competitor analysis where JUMIA, SOOQ are dominant rivals and the tariffs from government, and Brexit movement are the potential barriers. After considering market research the report conclude that Marks and Spencer needs to set reasonable price for their items as their base customers will be middle class.