Global Marketing: Development, Strategies, and Entry Decisions

GLOBAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Portfolio Entry 1..............................................................................................................................2
Portfolio Entry 2..............................................................................................................................3
Portfolio Entry 3 .............................................................................................................................4
Portfolio Entry 4..............................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................7

INTRODUCTION
Global Marketing is the process of adjusting marketing strategies of company to adapt
conditions of other nations. The process is more than selling products and services globally.
Tesco is British multinational groceries along with general merchandise in Welwyn Garden City,
Hertfordshire, England, United Kingdom. The report will cover development of global marketing
concept along with the use of academic sources. Further illustration from real business world
will be addressed supporting portfolio entry. Further the study will address chosen company's
factors affecting entry decision for foreign market. Finally, conclusion is withdrawn for use of
market to install franchise along with its advantages and disadvantages.
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Portfolio Entry 1
Task
1. Explain the development of global marketing concept.
Global marketing is concept of marketing in targeted markets through the world for
business purposes. To boost business activities throughout globe managers, need to recognise
and act upon international opportunities along with competition in foreign markets (Canel, Bejou
and Khumawala, 2015). In context of growth and survival, it has required to analyse about the
process of global marketing which applicable for adopting strategy for increasing performance
and capabilities.
Globalization concept for Tesco
Globalization is spread of products, information, technology and jobs through national
cultures and boards. The concept is interdependence of nation around globe forecasting by free
trade (De Mooij, 2018).
Tesco dealing in multinational groceries along with general merchandise for food
retailing in country will lead to create values for their customers by operating global sales along
with market share of domestic type.
Tesco to operate its business activities works runs its operations in Czech Republic,
France, Hungary, Poland, Slovakia, Iceland, China, Hong Kong, India, Japan, Malaysia, South
Korea, Pakistan, Thailand, Taiwan, United States and Turkey. The business type is segmented as
the priorities of consumers along with patterns of daily living (De Mooij, 2018).
As to justify globalization concept in Tesco
 Czech republic will expand business operation for non food items as they have already
been operating petrol stations along with several financial services in Czech republic
along with Prague, Brno and Plzen.
 Tesco in France is selling wine, beer and spirits that was further closed on 30 august
2010.
 Tesco in Hungary offers clothing line along with personal financial services. Poland Tesco outlet deals in petrol, personal financial services along with on line photo
processing.
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