The Growing Importance of Social Media Strategies in Global Business Environment

This research study aims to explore the importance of social media strategies in the global business environment and its impact on internationalization and e-business plan. The study focuses on the case of TESCO, a retail company operating in multiple countries. It aims to understand the interrelationship between social media strategies, internationalization, and the global business environment. The study also examines the importance of different social media strategies for TESCO to expand in international markets effectively. The research objectives include understanding the notion of social media strategies, identifying the steps for developing an effective social media strategy, and exploring the challenges faced by TESCO in using social media for internationalization. The study provides valuable insights for companies looking to leverage social media for global business growth.

The Growing Importance
of Social Media Strategies
in Global Business
Environment
(Dissertation & PHD Thesis)
1

RESEARCH TITLE – “THE GROWING IMPORTANCE OF SOCIAL MEDIA STRATEGIES
IN GLOBAL BUSINESS ENVIRONMENT - INTERNATIONALISATION”............................3
CHAPTER 1 - INTRODUCTION...................................................................................................3
Background of study...............................................................................................................3
Research Aim.........................................................................................................................3
Research objectives................................................................................................................3
Research questions.................................................................................................................4
Rationale of study...................................................................................................................4
CHAPTER 2 - LITERATURE REVIEW (3000)............................................................................5
The notion of Social media strategies and its interrelationship with internationalization and
global business environment..................................................................................................5
The importance of different social media strategies for Tesco to adopt for leading its path in
global business environment and expand in International markets effectively......................6
The steps for Tesco to develop an effective social media strategy for the global business
environment............................................................................................................................9
The challenges Tesco may encounter while using an effective social media strategy to
internationalize in the global market....................................................................................10
CHAPTER 3 - RESEARCH METHODOLOGY (1000)..............................................................13
Research Onion....................................................................................................................13
CHAPTER 4 - DATA ANALYSIS AND INTERPRETATION (2000).......................................20
Frequency Distribution Analysis..........................................................................................20
CHAPTER 5 - FINDINGS AND DISCUSSION (1300)..............................................................32
CHAPTER 6 - CONCLUSION & RECOMMENDATIONS (1200)............................................35
Conclusion............................................................................................................................35
Recommendation..................................................................................................................36
CHAPTER 7- REFLECTION (750)..............................................................................................39
REFERENCES..............................................................................................................................41
APPENDICES...............................................................................................................................43
Appendix 1: Questionnaire...................................................................................................43
2

RESEARCH TITLE – “THE GROWING IMPORTANCE OF SOCIAL
MEDIA STRATEGIES IN GLOBAL BUSINESS ENVIRONMENT -
INTERNATIONALISATION”
CHAPTER 1 - INTRODUCTION
Background of study
Social media strategies play crucial role for an organisation especially in global business
environment. There are various social media strategies through which company can conduct
various global business operations such as internationalisation in an effective manner. Social
media strategies are having effective impact upon performance of business. Present report has
been conduct on TESCO which is conducting its operations in retail industrial sector and
performs its operations in many countries (Cateora and et.al., 2020). This research study intent to
identify the growing importance of social media strategies in global business environment-
internationalisation, e-business plan and performance of firms. The aim and objectives developed
in relation to this study help in performing it in systematic manner and accomplish them
effectively.
Research Aim
“To explore the importance of Social media strategies for company to Internationalize
and grow in Global Business Environment”. A case study of TESCO.
Research objectives
The different objectives associated with this particular study are provided below:
 To understand and determine the notion of Social media strategies and its
interrelationship with internationalization and global business environment.
 To identify the importance of different social media strategies for Tesco to adopt for
leading its path in global business environment and expand in International markets
effectively.
 To examine the steps for Tesco to develop an effective social media strategy for the
global business environment.
 To seek the knowledge about the challenges Tesco may encounter while using an
effective social media strategy to internationalize in the global market.
3

Research questions
The main questions in context of this specific study are as follows:
 What is the notion of Social media strategies and its interrelationship with
internationalization and global business environment?
 What is the importance of different social media strategies for Tesco to adopt for leading
its path in global business environment and expand in International markets effectively?
 What are steps for Tesco to develop an effective social media strategy for the global
business environment?
 What are the challenges Tesco may encounter while using an effective social media
strategy to internationalize in the global market?
Rationale of study
This study aims to identify the growing importance of social media strategies in global
business environment-internationalisation, e-business plan and performance of firms. By the
assistance of this study, researcher will be able to understand the concept of social media along
with the significance of social media strategies in global business environment-
internationalisation, e-business plan and performance of firms (Chang, Ku and Chen, 2019).
Apart from this, it also helps in evaluating the most appropriate social media strategies that can
implement by organisation in internationalisation and e-business plan. By this study, researcher
will be able to gain deeper insights on study topic as well as also consider this research as a base
for performing further study on topic.
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CHAPTER 2 - LITERATURE REVIEW (3000)
The notion of Social media strategies and its interrelationship with internationalization and
global business environment.
According to Newberry. C. (2020), a social media strategy is a blueprint and a summary
of the plans made by the company and the marketers with the hope of achieving respective
agendas through social media. Effective and strong social media strategy helps the marketers and
guide the organisation in the correct path towards the actions which enable them to understand
their success in factors as well as those factors which can become the failing reasons for the
company. As per views of the author it is suggested that a social media strategy needs to be very
specific and the plans need to be made accurately in order to be effective and for making them
work potentially.
In regards to the author’s view point the most specific a social media strategy is and its
conciseness can help the company in being more productive and profitable. Whereas, a lofty and
broad social media strategy can be unattainable and impossible to measure for the firm.
In opinion of Fox. G. (2019), social media and search engine optimisation have brought
consequential rise content marketing along with increasing the opportunity for businesses to use
social media in more strategic and effective manner. The authors suggest that there are three
compelling reasons for an organisation to use social media. First compelling reason is marketing
where through social media it is easy for the entity to understand their customers, develop brand
awareness raise their brands value. The second reason is collaboration with partners by creating a
social space for all such as suppliers and customers (What is a Social Media Strategy, 2019).
Last but not the least the third compelling reason is employee engagement. Using social media
company can develop a better culture for their employees improve their internal communication
and collaboration as well as also make use of it in recruiting effective talented candidates and
attracting fresh talents towards the entity.
In view of the author a social media strategy is a plan that is used by organisations to the
engagement and interaction of people with their brand across the entire social media with the
motive of attaining specific objectives of the company (Charter, 2017). The attainment of these
objectives by using strong and potential social media strategy will enable be firm to improve
their brand awareness as well as create a viral effect over the large population of the sector. The
5

author also presented a fact that every business either small or large needs to build relationships
with different external as well as internal stakeholders such as employees, customers, suppliers
and many other. This fact also defines a point about social media and different social media
strategies that businesses use that it offers a respective tool for a method to the organisation for
facilitating conversations, sharing of information, developing collaborations between internal
and external activities and another very important aspect covered is forging of relationships.
A social media strategy answers another very important question for a company that is
why you want to do this. In other words social media make sure to consider the relationship a
business has and answers the need for the company to keep these relationships along with also
defining the types of relationship then need to develop as well as provides an effective
communication process.
Another definition of social media strategy is the relationships, their value and setting out
plans for harnessing to achieve a particular goal or set of goals. This perspective of the definition
of social media strategy looks over a business as a part of a broad network in which social
interactions and level of influences are involved in order to determine a business’s or a firm’s
capabilities and capacity to access enough resources in the best and the most effective manner to
achieve their goals.
Hence, it is evident that a social media strategy offers number of opportunities and value
to businesses to grow and expand to unknown lengths and be in contact with mass population
(Cunningham and Craig, 2019). This links the social media strategy with business environment
and internationalisation of a brand. Effective and strong social media strategy will enable the
firm to be highly communicative and develop mass interactions with large number of people and
population around the globe enable the firm to easily internationalise and 2 respectively in the
mood itself in new market whenever moving expand the competitive business environment.
The importance of different social media strategies for Tesco to adopt for leading its path in
global business environment and expand in International markets effectively.
In view of Henderson. G. (2020), social media and different methods of marketing that
are developed through it has become the most influential and value adding virtual space enabling
them a effective place to communicate but also became a great way of digitally advertising and
conducting marketing operations of respective brands their businesses and their respective
6

products and services. Social media is a powerful tool enabling a simple resolution to businesses
and organisations for reaching out to a large number of people in just few seconds through
attractive advertisements and creative content (The Importance Of Social Media Marketing,
2020). A very powerful feature of social media is also referring to birds less cost and more
productivity off the advertisement and marketing conducted in respect to potential audiences
targeted groups.
There are a number of important features and reasons which are brought by social media towards
the organisation. It is a necessary source and platforms which is commonly used by users and
customers offering a potential chance to the organisation for reaching out to the target audiences
in the most effective rate. Is also determined that social media networks and marketing
conducted through it is known to be the most effective one as major population around the world
spend a large chunk of their time during the day on social platforms providing an opportunity to
all small as well as large businesses to connect with them and to attract them towards their
offerings (Del Vecchio and et.al., 2018). Social media not only reaches out to the largest possible
target audiences for the organisation but also provide and help the company in attracting the right
customer with the right information at the right time and help it in showcasing their products as
well as services and brand to the potential buyers in the most appropriate Times for making sales
and improving productivity along with profitability for the business.
This is the mechanism of social media through which it works bringing number of
importance and proving to be the most effective one amongst different marketing processes and
phenomena’s. Author have provided 10 important features that showcases the need as well as
necessity for the brand to have their respective social media to work upon and some of them are
as follows.
 Telling the story is the first and the most important feature provided by social media to a
respective brand. Online presence of a business on different social media channel enables
the entity to hold a perfect opportunity and a great way to interact with the customers and
connect with them on personal level. This act as a very important and essential
opportunity for the business and the brand to keep their customers well informed along
with the targeted audiences by telling them their story as it will inspire and attract the
followers more towards the offerings as well is the agenda for success of the brand.
7

 Another important factor served by social media is the growth it provides to the business
with a small budget. Social media marketing is determined as one of the cheapest and
productive marketing practice in the modern business scenario and business environment.
Brands which are looking forward two internationalise and to expand their business along
with their performances earn a productive and value adding source through social media
in their success and development. Social channels and platforms as well as marketing
conducted through it is less expensive for businesses in comparison to other marketing
tools and strategies that are casually used by marketers enabling the brand to make the
most of the opportunity they receive through it.
 The third feature and importance served by social media handles to the business is is
market research and developing knowledge about the competitors who are potential
enough to bring a huge amount of harm towards the business. Social media is not just
only helps a business to reach towards a most potential target audience and to keep them
attracted as well as attached with the brand but it also becomes a very potential source for
company to conduct research about their market and competitors and gain more and more
knowledge every day and even every single minute (Duane and O'Reilly, 2017). Social
media platforms is accessible to everyone and to you all which develops a great
possibility for a business to know about their competitors and to better understand the
strategies they are implementing for keeping dead people and customers attracted
towards their offerings. Through this process the company cannot only gain new ideas
but also can benchmark their competitor while competing and adopting their positive and
value-adding phenomenon as for developing brand value of their own entity.
 A very obvious important factors which is attached to do social media marketing and
using social media platforms by the brand in order to market their offerings as well as
conducting their e-business along with the motive of internationalisation is building
custom audiences, learning there buying patterns and ultimately increasing the overall
ROI of the business (Gandini, 2016). Social media marketing has made a lot of things is
there for marketers and developed a very easy path in the modern business environment
for entities to internationalise and enable their forms to earn better by the most potential
use of data of people and uses as per the activities we conduct on respective platform.
This respective feature enabled the businesses the power and accessibility to build a
8

custom audience for their brand by knowing their purchasing patterns as well as making
accurate predictions about their buying behaviour for the key purpose of improving the
overall image of the brand and ultimately the performance of the firm.
In the aggressively increasing, competitive and saturating market place as well as business
environment internationalisation and expansion of a respective brand is a difficult task to fulfil.
A very important and persuasive role is played by social media for the same. In today's world
marketing is proportional dependent upon the strategies used by the brand as well as the
customers and the relationship shared by the brand with them (Gomezelj, 2016). Social media
offers the business handsome possibility and chance to be highly interactive which the people
that are their target audience and develop a strong bond for a relationship with them in order to
sustain in the market for the longest period possible. Social media is not just helping in gathering
the attention of people and bringing new customers towards the business but also so help in in
developing long-term relations with those consumers and buyers so that the brand can flourish
for the longest period possible even moves further in the industry with providing hire
competition to the competitors by holding a strong customer base that are supportive enough and
are devoted to the company.
The steps for Tesco to develop an effective social media strategy for the global business
environment.
As per the opinion of Arno. C. (2021), if an organisation operates all multinational level
creating and perpetuating a strong social media presence in global market will eventually
become a very important consideration. There are certain challenges which can become the
biggest hurdles companies may encounter one of which is localising the social media efforts for
each target market of different customer base around the globe in the global business
environment (Kim, Wang and Oh, 2016). There are number of steps which can be adopted by
Tesco as per the opinion of the offer in order to develop a strong international social media
presence and strategy in order to interact and operate in international market.
According to the knowledge and expertise of the author there are five stages or steps in
which the development of effective social media strategy for global business environment can be
done by organisations like Tesco. This five stages are as follows:
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 Choosing the right social network for the company is the first step which needs to be
undertaken by Tesco as a suggestion by the author. This is an important step to consider
as in some countries there are number of locally grown social networks which hold a
majority over the users and their attention (Kumar, Choi and Greene, 2017). Hence it is
help Tesco in understanding and choosing the correct and most appropriate social media
channel to be used for different markets as per the attractiveness of people and their
usage of social media platforms.
 Finding about what people like is the second step, people of different regions have
different reasons for which they use social media so it will be useful for Tesco to have an
understanding of what people are looking at then they are using social media and it will
be easy for the brand to focus on a nice market according to their preferences.
 The third step which needs to be undertaken by Tesco and its marketing team is of
developing a strategy according to the budget and requirements of the brand.
 Next stage is of localising the content that means Tesco need to focus over making the
content of their social media platforms more customisable and make it relevant to the
target audience which will help the brand in connecting easily with the people and
making the best use of their resources along with attracting larger customer ways in the
most effective manner.
 The last but not the least is the stage of interaction which is one of the most important
part of any social media strategy for planned developed by any organisation. At this stage
in country social media managers of Tesco can potentially make the difference engaging
number of followers in order to change the brand and make it successful.
The challenges Tesco may encounter while using an effective social media strategy to
internationalize in the global market.
As per the view’s of Salamader. G. (2020), developing a potential social media strategy is
a very essential part of businesses and organisations today in the modern world of operations.
According to the author of factual information is provided that around half of the world's
population is active on social media and been using it from very long time. But another
important aspect is even a very experienced and expert marketer who is dealing with social
media marketing and strategy development becomes very grateful and lucky when they reach
10

even a fraction of the users base by sharing any of the post for their respective brand (5 Steps to
Launch Your International Social Media, 2021).
The author also provided a fact that industry and businesses global business environment
are changing and maturing very fast making things chaotic even when the marketing department
of the brand is doing everything they can to make their strategy successful (Liébana-Cabanillas,
Munoz-Leiva and Sánchez-Fernández, 2018). Thus, the author have identified number of
challenges and problems which a brand big enough like Tesco can also face while they are
developing there effective social media strategy for their international and global businesses.
 Creating a modern social media strategy is one of the biggest challenge which will be
faced by the brand and the marketers. A social media marketing strategy is just a road
map which will help the company in accomplishing its goals faster and in better manner
(Top 7 Social Media Marketing Challenges, 2020). But building a very strong route map
or blueprint of a social media strategy is one of the biggest challenge which will be faced
by the marketers of Tesco while performing their job in regards to develop a metrical
brand image of the company in international markets or while internationalisation.
 The next challenge which can be faced by Tesco is cutting through the noise that means,
nowadays it is a very difficult and challenging task which is needed to be carried out by
the marketers to make their brand effective in the virtual world and to promote it
effectively that is sparking engagement of people on social media around the globe. As it
is a well-known fact that competition is very high in the marketplace and in international
environment of business which makes it very difficult for the company to make a very
effective and strong image for engaging maximum customer base over their social media
platforms.
 The third challenge which can be faced by marketing team of Tesco while developing a
potential social media strategy for the firm’s international and global business
environment is authentic connections. Connecting with targeted audience is one of the
biggest challenge which is faced by brands today de in the competitive world on a very
individual as well as personal level (Qi and Chau, 2018). This is a huge challenge which
is very difficult for a company to overcome where the need to be connected with
authentic people and customers rather than frauds or in the world in order to make sure
that their marketing campaign and social presence is not being compromised.
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 Another very challenging aspect which will be faced by Tesco in regards to the
development of effective social media strategy is expanding their reach. Creating and
publishing a strong and appropriate social media content is not enough for a brand to get
people attracted and following them on social prettier networks. The company needs to
make sure that regular promotions and promoting content is being used in order to stay
connected with people and expanding the reach of the entity in the virtual world.
Promoting the content, partnering with different influences and other brands as well as
gathering attention of a large group of people at the same time on the global level is a
huge burden and a very critical challenge that is going to be a very big hurdle for Tesco
while developing its international plans and strategic approaches.
 The next challenge is of maintaining originality which reflects upon the social media
management that is a process requiring a dedicating individual and TV in relation to
Tesco. Social media management is a time consuming process and with the growth of the
business and the brand it becomes a very hectic and all time job (Rosca, Arnold and
Bendul, 2017). This makes it a very difficult aspect of social media strategy development
where the brand will the suffering in keeping their content original and creators as well as
connecting enough with the targeted audience in different geographical locations while
internationalizing and global market.
12

CHAPTER 3 - RESEARCH METHODOLOGY (1000)
Research Onion
Research methodology is denoted as a specific process, or a procedure that are used by
researchers and investigators to conduct their study for identifying, selecting, and analysing the
information as well as the data they are being collecting in a collaborative manna about their
respective topic. The research methodology enable the researcher to conduct critical evaluation
and analysis on the topic of their research by collecting valid and reliable evidences and
presenting appropriate conclusion of the work they have been conducting over the theme of their
research and its agenda. In the same manner this research is also conducted by using the help of
research methodology for developing an appropriate phenomena of collecting information and
developing the conclusion of the overall project by providing effective evidences.
 Research philosophy- It refers to a set of principles which is related with the world view
from which the entire research is conducted. The main philosophies that researchers will
use in their investigation involves positivism and interpretivism research philosophy.
This study will make use of positivism research philosophy in this particular study.
Positivism research philosophy revolves around the assumption that knowledge is
independent of the subject and the topic which is being studied (Schandl and et.al., 2018).
Therefore, this research philosophy method is often used for collecting more scientific
results and for testing a respective phenomena. Thus, the main cause of using this
philosophy is that it is based on quantitative study and adheres the view associated with
factual knowledge acquire through observations.
 Research approach- This is the second step where once the researcher have chosen the
appropriate methodology now it is the time that the investigator must choose a respective
research. Deductive and Inductive are the two main types of research philosophies which
are widely utilize in the research study. This investigation will make use of deductive
research approach. The detective research approach starts with a specific hypothesis
development which is entirely based on the literature review which will be conducted by
the researcher and then is move along with this hypothesis in order to check its practical
implementation. This study approach includes development of hypothesis from the
13

existing theory and data or information is collected to test that hypothesis. This also
enable researcher to ensure that no mistake has been made in reasoning.
 Research design- This is a framework of research methods and techniques which are
chosen by researcher for the respective research project on the respective topic. Research
design is an element which allow the investigator to hone in in on the research methods
which are most suitable for the chosen subject area and set studies for collecting
successful evidence (Scuotto and et.al., 2017). The two main types of research design
utilize in the study includes qualitative and quantitative research design. Among those,
Quantitative research design will be selected for this particular study as this study is
based on numerical facts and data which enable researcher to ensure more accuracy and
reliability of study.
 Research strategy- The factor is related with toys for development of a strategy by the
researcher which will be used for conducting the entire study. The research strategy
includes action research, experimental research, interviews, survey, case study analysis
and a systematic literature review. Different research strategies are available the
investigator can utilise while performing study (Turban and et.al., 2017). These involves
systematic literature review, action oriented research, quantitative survey, qualitative
study etc. Quantitative survey strategy will have utilised by researcher in this study as it
is the widely used strategy and allow researcher to gather numerical data and information
on study area so that valid outcomes can be drawn. For data collection, questionnaire tool
will be used which will have sent to respondents through email for gaining their
responses.
 Data collection method- Data collection is a process where different information from
various sources are collected in regards to the specific research topic which is being
investigated by the investigator for making sure that enough evidence numerical as well
as actual data is available to them for providing appropriate evidences in regards to the
conclusion of the study which will be presented at the end for the topic researched.
Primary method and secondary method are the two methods of data collection use in the
study. Both the methods of collecting data will use in this study (Sharma, Joshi and
Sharma, 2016). For primary data collection, researcher will use questionnaire tool and
secondary data collection will be done through using articles and journals. The main
14

reason of using both methods is to collect data in huge amount to ensure accuracy of
study.
 Sampling- It is a process which is a sub section of Data collection methods comes under
the head of primary data collection tools. Sampling is a very commonly used method in
the research industry by different investigators. Through sampling opinion of different
individuals belonging to separate segments can be easily collected and contributes to the
ultimate results and conclusions being made in the project (Tucker and et.al., 2017). Two
methods of sampling can be used in study including probability and non-probability
sampling. Simple random probability sampling method will use by researcher in this
study as it helps in in reducing the chances of bias from the study. The sample size will
be 30 respondents who are the employees of TESCO.
 Timeline- The timeline for each activity in context of this particular study is provided
below:
Activ
ities
1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th
week
9th
week
10th
week
11th
week
12th
week
13th
week
Selec
tion
of
resea
rch
topic
Deve
lopin
g
aims
and
objec
tives
along
with
15

frami
ng
resea
rch
quest
ions
with
regar
d to
topic
Draft
ing
resea
rch
prop
osal.
Perfo
rmin
g
litera
ture
revie
w
with
the
devel
opme
nt of
them
16

es.
Asse
ssme
nt
along
with
select
ion
of
resea
rch
meth
odolo
gy
Form
ing
quest
ionna
ire
consi
sting
of
both
close
ende
d and
open-
ende
d
quest
17

ions.
Colle
ction
of
data
throu
gh
quest
ionna
ire.
Anal
ysing
the
colle
cted
data
Draw
ing
concl
usion
.
Reco
mme
nding
vario
us
strate
gies
for
18

resol
ving
issue
regar
ding
demo
tivati
on.
Arra
nging
repor
t in a
struct
ured
mann
er.
Cons
ultati
on
with
tutor.
Perfo
rmin
g
modi
ficati
on if
any.
Final
19

subm
issio
n.
CHAPTER 4 - DATA ANALYSIS AND INTERPRETATION (2000)
Frequency Distribution Analysis
QUESTIONS FREQUENCIES
Q1. Are you aware about the use of social media for an
individual organisation?
Frequency
a) Yes 25
b) No 5
Q2. Do you understand the notion of social media strategy for an
organisation?
Frequency
a) Yes 20
b) No 10
Q3. According to you is social media strategy needs to be
interrelated with internationalisation and global business
environment of an organisation like Tesco?
Frequency
a) Yes 12
b) No 5
c) Partially 13
Q4. Is effective social media strategy is important for Tesco to
internationalise and make its presence in global market?
Frequency
a) Yes 24
b) No 6
Q5. What according to you is the most important factor for
Tesco to understand while developing its social media strategy?
Frequency
a) Knowing the Target audience 15
20

b) Choosing the correct social media platform 15
Q6. What according to you are the benefits company enjoy by
having a social media strategy while internationalising in global
business environment?
Frequency
a) Accessibility to larger customer base 15
b) Better connectivity and engagement with potential customers 15
Q7. What are some of the challenges the brand may face while
developing a social media strategy global business environment?
Frequency
a) Choosing the correct social network and platform for each market 10
b) Engaging with public 10
c) Maintaining the brand’s originality 10
Q8. Is there any certain steps the marketing team of Tesco can
follow while developing the social media strategy?
Frequency
a) Yes 20
b) No 10
Q9. According to you, having a common social media strategy
for all the global operations of Tesco in different geographical
locations is correct?
Frequency
a) Yes 2
b) No 28
Q10. What are some of the best social media networks that the
company can be used for their social presence?
Frequency
a) Website 15
b) Social Platforms (Facebook, Instagram, Online shopping
applications)
15
21

QUESTION 1:
Q1. Are you aware about the use of social media for an
individual organisation?
Frequency
a) Yes 25
b) No 5
a) Yes b) No
0
5
10
15
20
25
Frequency
INTERPRETATION:
From the above graph it is interpreted, that 25 out of 30 said that they are well aware with
the use of social media within an organisation. 5 out of 30 said, that they are not well aware with
the use of social media and its importance in any type of organisation. The use of social media
kindly very important for the company so it is important for them to understand and
interpretative the major factor of deciding and choosing right social media practice at right time.
As it will help the company to promote and sustain in market for longer period of time. This
research show the importance of social media in an organisation and for this they are conducting
primary research.
22

QUESTION 2:
Q2. Do you understand the notion of social media strategy for an
organisation?
Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
Frequency
INTERPRETATION:
While interpretation the graph, it is understood that the use of social media strategies are
not an easy task of the employees of the companies. So it is important for them to understand
different notion and rules that may be related to social media strategies. 20 out of 30 people
respond that they are well aware with the notion strategies of social media within an
organisation. While 10 out of 30 said that they are not aware or having knowledge of the
different notion to use the appropriate strategies for implementing social media within an
organisation. This is essential and related to the major source and organisational activities to
work and manage their social media activities that help and sustain the growth of a company in
market.
23

QUESTION 3:
Q3. According to you is social media strategy needs to be
interrelated with internationalisation and global business
environment of an organisation like Tesco?
Frequency
a) Yes 12
b) No 5
c) Partially 13
a) Yes b) No c) Partially
0%
20%
40%
60%
80%
100%
12 5 13
Frequency
INTERPRETATION:
In order to complete this primary research, 12 out of 30 people said that in order to make
social media strategies more effective organisation like Tesco are needed to be work and manage
their interrelation activities in an desired manner which are helpful in increasing global business
environment. Whereas, 5 out of 30 said that they don’t think to add up social media strategies in
international business organisation to increase their growth in market. Further 13 out of 30
choose an option of partially, that means they think that the use of social media is helpful for the
multinational companies to work and manage their activities through effective decision or not.
Which are actually helpful in making essential activities and make systematic approach in an
organisation (Vandenbosch and Eggermont, 2016). This is helpful and essential for the company
to work and manage effective resources and make useful stories to make social media strategies
to help and understand the need of company in market.
24

QUESTION 4:
Q4. Is effective social media strategy is important for Tesco to
internationalise and make its presence in global market?
Frequency
a) Yes 24
b) No 6
a) Yes b) No
0
5
10
15
20
25
Frequency
INTERPRETATION:
From the above graph it is concluded that 24 out of 30 people are responded that they are
agree with having effective social media strategies are important and essential for a multinational
company like Tesco. But at the same time 6 out of 30 respondent said that they are not agree
with social media strategies are having and play such a role to internalise and make an effective
presence on the global market. That means 5% people are not think that social media strategies
are helpful in making global image in market but rest think that effective social media strategies
are helpful in understanding the need of people and make amazing global presence. These
strategies are very helpful and effective for Tesco, as these will help their supportive team to
expand their business at international level and make sure to work in global presence.
25

QUESTION 5:
Q5. What according to you is the most important factor for
Tesco to understand while developing its social media strategy?
Frequency
a) Knowing the Target audience 15
b) Choosing the correct social media platform 15
a) Knowing the Target audience b) Choosing the correct social media
platform
0
2
4
6
8
10
12
14
16
15 15
Frequency
INTERPRETATION:
From the above graph it is interpreted that the use of social media strategies and
implement them in the growth of market are helpful in the company to increase image. Here 15
out of 30 said with the help of knowing their own targeted audience and applicable as per their
demand is the best and effective marketing and social media strategies. And another 15 out of 30
people said that choosing correct social media platform is helpful for the company to make
effective market strategies. As if they choose wrong platform where less people are interact with
each other than it will be lead to wastage of money, time, and human resources. In Tesco, this is
being important to work and manage effective strategies to overcome the variant issues. This is
one of the effective issue and make important factor to adopt right social media strategies.
26

QUESTION 6:
Q6. What according to you are the benefits company enjoy by
having a social media strategy while internationalising in global
business environment?
Frequency
a) Accessibility to larger customer base 15
b) Better connectivity and engagement with potential customers 15
1 2
0
2
4
6
8
10
12
14
16
Q6. What according to you are the benefits company enjoy by having a social media strategy
while internationalising in global business environment?
Frequency
INTERPRETATION:
From the above graph it is suggested that there are different kind of benefits which are
enjoy by the company having social media strategies and make sure about working in an
organised manner. 15 out of 30 people said that they think that Tesco enjoy the benefits of
having large customer base through different social media concept. Whereas, another 15 out of
30 chosen people said that they think Tesco make a better connectivity and engagement with
large number of potential customer. All of these are basically related to major changes and
growth of company and enjoy the benefits. It is essential for the growth of company to work and
manage with different societies and engagement and make sure to work and mange different
business environment with organisation to manage enjoy different benefits.
27

QUESTION 7:
Q7. What are some of the challenges the brand may face while
developing a social media strategy global business environment?
Frequency
a) Choosing the correct social network and platform for each market 10
b) Engaging with public 10
c) Maintaining the brand’s originality 10
a) Choosing the correct
social network and
platform for each market
b) Engaging with public c) Maintaining the
brand’s originality
0
1
2
3
4
5
6
7
8
9
10
10 10 10
INTERPRETATION:
From the above graph it is said and concluded that Tesco have been facing many
challenges and uses which are related to the growth of company. These challenges are basically
related to social media platform and liable to ascertain changes for working in a right and
resourceful manner. 10 out of 30 people said that choosing a right platform is one of the most
challenging platform for the companies. While another 10 out of 30 people said that activities to
engage with public is most challenging activity. Furthermore 10 more people said that to
maintain a brand’s originality are basically related to different source and applicability to work
and manage important sources. So, it can be said that the use of different social media
technologies are helpful in assigning different task and challenges which make a hurdle in an
organisation and implement the success drive of the chosen company.
28

QUESTION 8:
Q8. Is there any certain steps the marketing team of Tesco can
follow while developing the social media strategy?
Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
INTERPRETATION:
From the above chart it is concluded that, 20 out of 30 people are said that Tesco are
using effective implemented strategies to use the social media platform. Whereas 10 out of 30
people said that the use of social media strategies are not that helpful in Tesco. The marketing
team of Tesco are using and implementing effective strategies to overcome the challenges and
make effective solution for the company to work and manage their social media platform. With
the help of developing social media strategies it is considered that there are effective solution and
marketing growth for the company which help them to grow in market and make strong image at
global platform.
29

QUESTION 9:
Q9. According to you, having a common social media strategy
for all the global operations of Tesco in different geographical
locations is correct?
Frequency
a) Yes 2
b) No 28
a) Yes b) No
0
5
10
15
20
25
30
Frequency
INTERPRETATION:
From the above ‘graph it is interpreted that 2 out of 30 people said “Yes”, as they think
that using a common social media strategy are useful for the company like Tesco at their
different geographical location. But 28 out of 30 people said “No” as they think that the use of
social media strategies are effective and helpful when they are use as per their customer and
location not for the company profile. This is one of the important and essential work for the
company to manage and use effective sources and research which had to be implemented by
company to work and use effective social media strategies.
30

QUESTION 10:
Q10. What are some of the best social media networks that the
company can be used for their social presence?
Frequency
a) Website 15
b) Social Platforms (Facebook, Instagram, Online shopping
applications)
15
a) Website b) Social Platforms (Facebook,
Instagram, Online shopping
applications)
0
2
4
6
8
10
12
14
16
INTERPRETATION:
From this last graph this can be interpreted that, to use of social media platform is
important but it may differ from company to company. 15 out of 30 people said that website is
one of the effective policy and implemented strategies are used to make effective policy. But
another 15 out of 30 said social media platform are being more effective and essential for the
multinational company like Tesco to work and manage their profile at global network. As to use
an effective platform and able to manage their different sites are helpful for the company to grow
and expand their business with the help of effective social media platform. Form the above
interpreted graph this can be said that for Tesco, the management team can use both type of
platform either publishing through their own site or through another social media platform.
31

CHAPTER 5 - FINDINGS AND DISCUSSION (1300)
It is finding from the above research questions and answers that social media is one of the
biggest strategies in all over the world. It is used by every organisation now a days in order to
promote their products and services effectively in the market. It is faced by many of the
organisation in order to make aware about their products and services. This will help them
making their products available to the marketed or to the customers. In this given research
researcher has identifies a lot of information through primary and secondary research, this helps
him in getting accurate data and information from the people of the company. this primary
research helps the company in identifying a research problem effectively and it helps the
researcher in gathering all information effectively and efficiently. In context with secondary
research, the researcher will be able to analyses all the related information it this topic of
growing social media strategies in global business. In context with Tesco company, they are
focusing on all their promotional strategies which can helps in them in attracting with the
customer and making super connection with the customers. This will help them in solving all the
issues and problems of customers so that they could be attracted towards their products and
services.
In the above research or data interpretation part it has been finds that social media
strategy is one of the most strategy which is used in the company to enhance customer towards
their products and services. Further, it is evaluated that social media has helped the Tesco
company in managing their international presence and helps them in expanding their business in
effective manner. Social media has helped a company in making certain advantages and
attracting customers towards their products and services. There are various types of social media
platforms which can helps the company in interacting with customers and doing their
promotions. These are social websites like Facebooks, Instagram and search engine
optimizations and twitter. The most used social media strategy in the Tesco is their online
websites and other social media platforms like Facebooks and Instagram. As this can be used by
company in effective way like by uploading their latest pics of their dealings and super prices.
Then at the times of occasions and festivals company offers certain prices which could attract
customers. Social media promotion has helped the company in identifying customer across
globally. This has impacted their overall profitability and revenues.
32

At the time of promotional strategies, company is developing their strategies in very
effective manner. This is one of the best strategies which is used by many of the companies
now a days as this helps in being effective technologies and results in expanding of the
customer base and profitability of the company. the next things which are defines in the
literature review and the different questions discussed above is that there are various
challenges and issues which are being faced by company in order to implement all these
strategies in effective manner as these are facing a lot of customer requests, sometimes
social media gets more affordable and there could be misuse of the pics of company. so, this
can result in decreasing of the reputation of the company. also, there could be data leaked by
many of the hackers so this can result in reducing of the technologies and this can result in
leaking of the customer data and their payments system methods. This will result in reducing
of the company performance and results in decreasing reputation in the market and among
competitors. There could be many of the other competitors of Tesco company as these are
Aldi, Morrison and Sainsbury. This will help them in resulting more profits and revenues in
the market. They are the competitors who are one of the most important competitors of
Tesco.
Their marketing strategies and promotional strategies are one of the most important
because they are also having large number of customer base which are attracted towards
their brand. The discussion of these findings is that Tesco is more focusing on their targeted
audience they targeted their audience in global marketed so that they could make effective
communication and relationship with them. This will results in being attracted towards their
business. this results in developing their mind sets towards their products and services. Also,
by using social media company helps employees in being attracted towards their business
and organisation. This will result in increasing of their productivity and profitability both. If
employees are interacted with the company through nationally or internationally then they
will help theme in developing their skills and knowledge about the particular technology and
business activities. Social media promotion helps the company in dealing with the company
busines activities and engaging with the targeted audience. There is a process of developing
in targeting audience and knowing their people in effective way and also discuss about their
issues and problems faced by them.
33

There can be recommendation which is made for the Tesco is that they should follow
more promotional strategies towards promotion of their products and services but they
should keep in mind of the company and results in increasing of the productivity. They
should focus on their employees that there demands are being fulfilled or not. They should
focus on developing their promotional strategies across globally because it will help them in
competing best with other competitors so that they should focus on their promotional
activities and task. Effective promotional and marketing strategies can help the company in
dealing effectively with the customers and making customers aware about the company
products and services. This will help them in increasing of their profitability and revenues.
34

CHAPTER 6 - CONCLUSION & RECOMMENDATIONS (1200)
Conclusion
From the above dissertation it is concluded that this is important for the company to work
on the topic of social media. This is one of the investigating department for the companies to
work and manage emergent framework that may be related to some major changes and work on
the basis of social media. This can be related to increasing platform for different companies and
platform which actively make different position and make creating profile on social media
(Yunis, Tarhini and Kassar, 2018). Their consumer are the one which actively make participation
on the growth of company but they are not able to understand social media value for the growth
of company. Further this could be related to no comprehensive management and different
organisational theory on the major impact on social media performance and their capabilities.
One of the main reason to understand and make effective nature to make global network and
business environment, e-business plan and make effective performance for the growth of
business sector. With the help of ascertain major success through the use of social media
platform, along with different strategies and their implication on the company’s performance.
This make a help to make appropriate internationalism and make an effective business plan. As
per the primary and secondary source, there are different sources which are make notion wise
effective social media strategies which are useful in interrelationship and make global business
environment. This is all related to make effective and social media to make marketers and guide
the organisation for having a respective growth in the company.
Social media strategies are helpful in making for relationship to make a base of customer
and understand their basic need which make a helpful strategies. There are different type of
strategies and make essential company to define the type of relationship and make provide
effective communication process. All of these are related to make effective social media strategy
that make an enable for the growth for internationalise. All of these are mood itself and make
marketers to expand the competitive market business environment (Xie and et.al., 2016). In the
chosen company there are various important and strategic adopt a leading change to make a path
for global business approach and expand in international market. Which have been using an
effective and applicable for the company that can be related to working and make productive
effective product and services.
35

There are different concept and make important feature and reason to brought effective
social media content towards the company. The use of effective social media content are helpful
in making potential chance for making strong media networking and make most effective growth
to work and manage their lifestyle in order to implement strategic changes. Tesco are using
effective strategies and make implement feature to work and assigned different approaches to
work in social media content. In the effective and aggressive marketing concept, they are
implementing effective strategies for improving social media platform. Company are making
effective challenges and make possible solution for company to work and manage effective
source and make strategic approaches in the desired relation of customer and make implemented
in market.
Recommendation
While working on the dissertation, there are different sources and make effective
approaches to make suitable implemented. There are relevant recommendation for the company
to make and implement in strategies to ascertain and related to stagnation in engagement for the
lack of agility and make effective strategies (How Tesco refreshed their marketing strategy to
get back on track, 2020). Further the company are able to make sufficient strategies to
implement and make recommendation and make eventual stages in company. Some of them are
given below:
 They should think and able to make a tapping environment in their organisation for
effective relevant humour. This is basically related to very stable, recognizable, and make
corporative marketing strategies to work and make every little help which are basically
related to strapline changes in society (Wu and Cui, 2018). This is relevant for the growth
and success of the society and make a new form of marketing. Further this is related to
marketing campaign and work to associate through different sources and use appropriate
changes.
 Another new way to make new marketing mix which was related to new marketing
strategies for Tesco, and make new product line which are helpful and effective for the
growth of company. This could be related to launch new product line for making new
products and make supportive demand. Further having some major drastic change and
36

make rebranding the product which are basically related to different cost saving
approaches to make Tesco’s offerings schedule.
 Tesco is the company which should make their production shifted towards digital
marketing, and it will be related to billions of marketing strategies. They should spend
make more effective strategies to work which are essential to work on digital marketing
efforts. They should be able to spend more digital marketing through different traditional
marketing for making digital marketing efforts. As this will highlighted to different sector
and make effective approaches for company and work in global market area.
 Another approach which are used by the company is to make effective packaging system
that to offer high quality of the products in order to make packaging style (World Health
Organization, 2017). This must be related to different suffering and make most of the
consumer for demanding and performing on the performance to work and manage just
fining the concept. Which are basically related to different information system and make
new packaging style will implement the brand and make campaign the data structural.
 In future they should adopt, different worry for about with smaller chain and which are
world to make effective growth and approaches. This could be related to worries on the
necessity encroaching more and more market share which are helpful in fighting back
and make sure to manage effective approaches. This could be one of the biggest
challenge and make difficult view to stabilize the market share. And which is basically
related to make market share and follow time scale the traditional marketing approaches.
 Tesco should be focus on the different accommodation and make sure about working and
making challenge in working marketing team. This could be related to deep discount and
make print media which are useful for working in print media to work and make
customized world of marketing. Some of the major recommendation are helpful for the
company to retain market share and make sure about working and making effective
strategies. This would be lead to make high competition in both domestic and
international market. Which could be related to make responsive plan and make sure
about facing challenges in society.
 They should make effective social media plan which are helpful and make essential to
make social media content and this can be engage with the workers. There are different
37

market and their relation are related to major application such as twitter, Facebook,
Instagram and many more different approaches to work and analysis different sector to
growth within society (Vraga, Bode and Troller-Renfree, 2016). Tesco, also frequently
use and make comment to work and manage various topics which are related to make
driving engagement for working on major share and work on encouraging effective
conservation for various food and health services. They can also use effective challenges
and make marketing collaboration in managing reward to return and make supermarket
area.

38

CHAPTER 7- REFLECTION (750)
I have analysed that while considering this research I have gained various sort of skills and
abilities that I have already worked hard in this research. As it termed as the great opportunity for
me to maintain the sections of the project as effectively. I have deliberated the sections that help
me and my friends and tutor while creating the aim and objective of this research. As I am able
to solve the problems related to my research to the customers. Then I have evaluate my work as
per to my weakness. I am consuming the few terms of the weaknesses that I have realised the
orientation as after working in the task of the project. It involves the lack of time management
and deficiency of the stress management in the company that deals with my skills and strength to
overcome my weakness. As by considering the research will help me to work on my time
management as I have completed my task at given time period and this helps me in working on
my weakness.
My weaknesses are lack of time management and lack of stress management. This helps
me managing my time and conducting my research on time. It will also help me as the researcher
to consider my points as more effectively and strong researches. It will need to get maintain and
will create a new set of ways to consider the research in the market place as in the context to the
social media with the basic terms in making an efficient working of my task for the users. As I
am working on my stress level in the management that relates to the managerial issues and the
sections to initialise my skills and abilities for get enhancing in the management for more better
results or outcome in the business as effectively. As it will also provide me in promoting and
presenting the virtual section of the terms as in the context to the both like on my teacher and me.
I have also evaluated the various sort of the ways to achieve my valuation and process of the
work to do the work proper that receive the proper valuations in the business as per to the skills
and strength. This will provides me a good knowledge and skills and that I have could have
improve my abilities and capabilities while conducting this research as per to the market.
In this part, I have searched about various promotional strategies that are being followed
by Tesco. As these strategies are the most important for the company in dealing with the other
competitors. As Tesco is using various promotional and marketing strategies that could help the
company in attracting customers and developing their products and services. This can develop
their promotional strategies and their organisational performance. I have analysed about the
39

various challenges which company could faced at the time when they focus on social media
promotional strategies. These social media strategies help the company in dealing with the
customers and developing their skills and knowledge. By using these social media strategies,
company could able to make certain technologies that could enhance customers and employees
both. Company will be able to make effective contacts with the people so that they could results
in being involved in the company.
In the above research report, I have faced many of the problems which could have
become obstacle in conducting this research. As this research is conducted by both of the
methods and this survey is conducted within 30 employees of the Tesco. This will help me in
getting accurate information and task so that this will helps me in making my progress increased.
In addition, by focusing on my strength and weakness, I will be able to create opportunities for
myself which will help me in my near future in developing job opportunities. At the period of
conducting time of considering the research I have noticed that some of the defendants are not
attention in filling this in the survey. It has discouraged me and I have lack of the source of the
information in various source of the questions. But in the literature review as I have read several
books and journals to manage the terms of social media. As it will also provides me various sort
of the information and data that have talk about in the above report.
40

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Turban, E. and et.al., 2017. Electronic commerce 2018: a managerial and social networks
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42

APPENDICES
Appendix 1: Questionnaire
QUESTIONNAIRE
Q1. Are you aware about the use of social media for an individual organisation?
a) Yes
b) No
Q2. Do you no understand the notion of social media strategy for an organisation?
a) Yes
b) No
Q3. According to you is social media strategy needs to be interrelated with
internationalisation and global business environment of an organisation?
a) Yes
b) No
c) Partially
Q4. Is effective social media strategy is important for Tesco to internationalise and meet
its presence in global market?
a) Yes
b) No
Q5. What according to you is the most important factor for Tesco to understand while
developing its social media strategy?
a) Knowing the Target audience
b) Choosing the correct social media platform
Q6. What according to you are the benefits company enjoy by having a social media
strategy while internationalising in global business environment?
a) Accessibility to larger customer base
43

b) Better connectivity and engagement with potential customers
Q7. What some of the challenges the brand may face while developing a social media
strategy global business environment?
a) Choosing the correct social network and platform for each market
b) Engaging with public
c) Maintaining the brand’s originality
Q8. Is there any certain steps the marketing team of Tesco can follow while developing the
social media strategy?
a) Yes
b) No
Q9. According to you, having a common social media strategy for all the global operations
of Tesco in different geographical locations is correct?
a) Yes
b) No
Q10. What are some of the best social media networks that the company can be use for
their social presence.
a) Website
b) Social Platforms (Facebook, Instagram, Online shopping applications)
44