International Management of Tesco - Assignment
Added on 2020-09-17
12 Pages3230 Words35 Views
INTERNATIONALMANAGEMENT
EXECUTIVE SUMMARYIf Tesco launch Indo western dress in India then they can easily exploit an untouchedmarket. The demand of this segment is enhancing continuously, increasing population andpurchasing power of the buyer are some of the crucial point which Tesco should consider
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1BACKGROUND.............................................................................................................................1Nature of global environment and domestic environment..........................................................1Key international factors in competitive environment ...............................................................2INTERNATIONAL MARKETING STRATEGY..........................................................................4Opportunities and threats for Tesco in India...............................................................................4Marketing Mix............................................................................................................................4Market entry strategies ..............................................................................................................6Response of market entry strategy towards opportunities and threats........................................6CONCLUSION ............................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONEvery multinational corporation wants to expand their business so that they can increasetheir revenue and market share. These firm try to enter in the new market but their entry is noteasy. They have to follow various kinds of regulations that are present in foreign nation. Theyalso face issues in understanding culture of nation; it is directly connected to the success orfailure of a company. This report is based in Tesco; they are the market leader in UK and trunning their business in 12 countries. They are present in Asian and European market. Thisassignment will discuss about the global environment, marketing mix and strategic marketingpolicies. A new product (Indo western dress) will be launched in an emerging market i.e. Indiaunder this project. International marketing strategy will also be included in this assignment. BACKGROUNDNature of global environment and domestic environmentTesco is operating their business in various parts of this world. Global businessenvironment has seen some significant changes in the last 4-5 decades. Earlier, companies weretrying to expand their business in European continent but now, they are trying to enter in Asianmarket because their economic growth and population is continuously increasing. Asiancountries are blessed with huge amount of natural resources and the purchasing power of peopleliving in these nations is also increasing (Deresky, 2017). Clothing industry has seen animpressive growth in the last two decades. Market trends are rapidly changing and new playersare also entering in this sector. India is a country that is growing with a growth rate of more than7%. Earlier, this nation was not allowing foreign investment but now, they are welcomingmultinational companies like Tesco. Tesco domestic market and the country where they should enterCited enterprise holds a strong position in their home country. They earn most of theirincome through food section. Management of this company understands that they cannot keeptheir top spot if they will not enter in other segments like clothing, other FMCG items. Thiscompany should aggressively expand their business in India. This nation has an ability to providegreat returns and the rules relating to ease of doing business in this country are also gettingeasier. Justification of choice1
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