Global Marketing in Tesco: A Comparative Analysis

AS2 – Investigative Report

Executive Summary
This report is based on global marketing in Tesco trading company context. Below report
include the; differentiation between Tesco in United Kingdom and Tesco in Japan, in this
comparison there are various elements such as; criteria of selection which includes the
demographics, spending power of customers, infrastructure, language and lifestyle to analayse
the various factors in organisation and helps in improvement and development. And company
evaluate the methods of market entries such as; directing exporting, licensing, franchising,
partnering, joint ventures, buying a firm and greenfield investment these techniques analyse the
different factors which helps in improve performance. Company reviewing the marketing
strategies in this organisation use various strategies like social media, making video content and
leverage influencers. In conclusion this report covered that global marketing helps in
promotional and marketing activities of goods and services at international level. The new
strategies helps in explore new market.

Contents
Executive Summary ........................................................................................................................3
INTRODUCTION...........................................................................................................................5
MAIN BODY...................................................................................................................................5
Comparison between Tesco in UK and Tesco in Japan..............................................................5
Evaluate methods of market entry...............................................................................................7
Review of marketing strategies...................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11