Marketing Strategy of Tesco

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Marketing Strategy of Tesco

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Executive Summary
Effective strategies and tactics are needed to be developed by firms for helping in gaining an
effective penetration along the international markets and also in cultivating an effective presence
in the region for servicing the diversified needs of the international customers. The report
highlights the case of Tesco where it focuses on internationalising in an international market,
Italy. Use of different types of strategic models like SOSTAC, Ansoff’s and BCG Matrix along
with 4Ps of marketing are employed for helping in the development of effective strategies for
Tesco to gain an effective penetration along the Italian market.

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Table of Contents
Introduction......................................................................................................................................4
Overview of Tesco.......................................................................................................................4
Marketing strategy of Tesco........................................................................................................4
Part 1................................................................................................................................................6
Application of SOSTAC Model..................................................................................................6
Situation Analysis....................................................................................................................6
Objective................................................................................................................................10
Strategy..................................................................................................................................10
Tactics....................................................................................................................................12
Actions...................................................................................................................................13
Control...................................................................................................................................14
Part 2..............................................................................................................................................14
Evaluation of the Current SOSTAC Model...............................................................................14
Application of the Hofstede Model.......................................................................................14
Revenue of Tesco UK............................................................................................................16
Application of the Ansoff Matrix..........................................................................................17
Application of 4Ps.................................................................................................................19
Part 3..............................................................................................................................................20
Evaluation of the application of the current marketing strategy................................................20

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The Glocal Strategy...................................................................................................................20
Application of 4Ps.................................................................................................................22
Conclusions....................................................................................................................................24
References......................................................................................................................................25

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Introduction
Overview of Tesco
Tesco Plc operates as a leading grocery retailer based in United Kingdom. The company operates
based on the networking of around 6,800 stores located along different regions of United
Kingdom that contributes in serving around 80 million people visiting its stores on a weekly
basis (Tesco , 2018).
Marketing strategy of Tesco
The marketing strategy of Tesco is reflected in the following illustration.

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(Tesco , 2018)