International Business Market Expansion: Tesco's Strategies

This report explains Tesco's strategies for international business market expansion, including new work parameters and innovative marketing strategies. It discusses the background of the company, international markets, diffusion innovation, market entry method, and potential marketing strategies. The report concludes by highlighting Tesco's success in reaching wider consumer segments and leveraging global trends.

Entrepreneur
Research project( 2
nd part)

INTRODUCTION
The report explains international business market expansion where Tesco is one of
the biggest company within retail industry actively focusing to build on wider expansion
within new work parameters and innovative marketing strategies, for potentially developing
new scale services.
Background of company
Aldi is one of the oldest retail company within UK retail industry having wide range
of services and products within its portfolio spread onto wide parameters within global stores
and also been working for wider commercial expansion onto new commercialisation. Aldi
aims to be expanded within global paradigms with global competition, higher innovation
within business factors and for technical advancement. The potential internationalization
factors which trigger growth within expanded internationalisation onto wider productive
segments are higher competition within retail industry, new demands among consumers
globally and also for wider business decisions for gaining onto wider business scenario.
International markets
Tesco has international market within China and India where there are wider
functional opportunities for larger sales and business expansion for gaining onto higher
synergy of innovation for technical progression. China being one of the most populous
country has wide opportunities and leveraging new demands of wide innovation enables
promising opportunities for expanded commercialisation onto wider paradigms. The diffusion
model enables business to analyse consumer segments, adopts new strategies and engages
within new products or technologies over time for gaining stronger profitability market
position. Diffusion innovation how new product can be adopted by five categories and for

gaining strong consumer engagement where the model divides consumer segments as bellow
(Cateora, Gilly and Graham, 2020)
Diffusion innovation
 Innovators: Theses are comparatively small in number and size of consumers who
are widely technology friendly and commercially also looking for new brands
services.
 Early adopters: These are the people who are widely awaited to use innovative
products and services and technology savy, where wide focus is given onto new
factors, creativity and wide scale marketing.
 Early majority: These people are those segment who read promotion services and
gain knowledge of new company products from social media usage and also various
websites where there is wide focus given by the reviews from previous customers
 Late majority: These are the late sceptics who are not keen on change and will only
adopt new products if alternatives are not available and if there is strong feeling of
being left out within them (Samiee and Chirapanda, 2019)
 Laggards: These are the traditional communication people who will adopt new
technology of products at last when there are no alternatives and services of company
are analysed by them with website statistics.
Tesco for entering into Indian market has focused onto having wide population factors
where there are wide range of consumers, vast business expansion scope developed as
per demands and also for generating efficacy new synergy of goals through which tesco
aims to enter onto wider segments. AIDA is one of the informative global market
development model where it stands for attention, interest, desires and actions used for
marketing and advertising scope when planning to emerge into new market where
consumer awareness of brands and products are highly important. This model is chosen
by tesco for enhancing new market opportunities, potential business scope and also for
gaining wider relative advancement within structure. Consumers can be divided based on
their preferences and wider demands for consumer products, where research enables to
deliver best synergy of goals (Pedada, Arunachalam and Dass, 2019)
Market entry method
There are various market entry strategies such as partnership, ventures and franchising
where new entry within countries already established can be developed with wide composed

analysis of how new innovation shall be enabled within companies and also for gaining
advanced synergy of actions. Tesco for entering onto Indian market where there is wide
business growth potentiality as economy is blooming onto new metrics has used partnership
strategy which enabled to gain composed expanded consumer segments. Also it became
quick for entering onto new relative scale of market where consumers are also productively
looking for innovative products, wide factors of creativity and diverse channels of
communication. Partnership market entry strategy focuses for leveraging best working
parameters of efficiency within working goals, where it becomes widely easy for gaining new
end consumers trust and new functional business opportunities to yield onto new working
goals. Tesco being one of the biggest retail company will be able to enter Indian market with
innovative business and marketing strategies where there are various working options
analysed. Leveraging new scope services and for working onto wider segments of
productivity within working scenario, leveraging new relative goals and quest for working
onto new scales expanded customers (Gnizy, 2019)
Potential marketing strategies
Tesco can potentially use various innovative marketing strategies such as product
adaption and communication mix for ensuring success in international marketing where there
are various paradigms to focus onto wider segments and for factoring growth synergy in
Indian business market. The marketing strategies hold wide importance for tesco to develop
new marketing avenues and wider commercial spread with innovation where digital
marketing has opened up wide space for companies to gain higher profits within new
horizons. The new scale marketing strategy also potentially will be focusing to integrate
digital media platforms and international global marketing practices for gaining stronger
goodwill of customers and viable wider profits. International market has opened up wide
market within various platforms for companies where teco has various productive
opportunities and functional horizons for gaining onto wider creativity and determinants
where brand is able to reach onto new scale services within Indian market. Marketing
startegies shall also actively indulge in communicaion woking paramaters for gaining
stronger concusmer goodwill metrics and for potentially enhanced working paradigms onto
new horizons and materailstic development within new indian business market (Vrontis.,
Thrassou and Czinkota, 2020)

CONCLUSION
The report has concluded avrious paramters of inetrnatioanl marekting and working
goals where there is explanation of how tesco as oen of the best retail comapny has
estabslished place within china and indian market position and also for gaining new scope
Tesco has widely focused onto new marketing models and global development models
through which it has actively reached onto wider consuemr segments, leveraging new scale
services and for actively indulging with global trends to be comptetitvely competent.

REFRENCES
Books and journals
Cateora, P.R., Gilly, M.C. and Graham, J.L., 2020. International marketing. McGraw-Hill
Education.
Gnizy, I., 2019. The role of inter-firm dispersion of international marketing capabilities in
marketing strategy and business outcomes. Journal of Business Research, 105,
pp.214-226.
Pedada, K., Arunachalam, S. and Dass, M., 2019. A theoretical model of the formation and
dissolution of emerging market international marketing alliances. Journal of
the Academy of Marketing Science, pp.1-22.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Vrontis, D., Thrassou, A., and Czinkota, M.R., 2020. Cause-related marketing in international
business: what works and what does not?. International Marketing Review.