International Business Market Expansion: Tesco's Strategies

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