International Marketing Assignment - Tesco
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Added on 2020-01-06
International Marketing Assignment - Tesco
Added on 2020-01-06
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INTERNATIONALMARKETING
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Introduction to Tesco..................................................................................................................1Organisational Analysis..............................................................................................................2International Market entry strategies of Tesco............................................................................3International market positioning strategy of Tesco.....................................................................3International marketing strategies...............................................................................................4TASK 2............................................................................................................................................5PESTLE of India for Tesco.........................................................................................................5Best Entry mode in India.............................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONOrganisations in the present era are venturing abroad for a various reasons and a largepotential has been witnessed in the international markets. This has led to the emergence of amajor trend of international marketing. It is concerned with identification and anticipation of theneeds of customers across the national boundaries in respect to particular goods and services.These companies having a global presence are also required to ascertain the marketing mix i.e.the four “P's” - product, price, place and promotion (Terpstra, Foley and Sarathy, 2012).The present report strives to critically evaluate the journey of Tesco in growinginternationally and various strategies adopted by the company to enter the global market. Thereport also identifies and understands the international marketing strategies adopted by thecompany. Further, one potential unexplored target market has been identified for the companywhich best suits the company and finally, the best suited entry mode has been recommended. TASK 1Introduction to TescoTesco is a British public limited company, operating as a multinational grocery store aswell as a general merchandise store across the continents. It is the 3rd largest retail company ofthe world, according to the profits earned by it, and is headquartered in England. The operationsof the company expands over in 12 countries other than UK, and is continuing to grow. In theyear 2004 for the first time the floorspace of Tesco outside UK surpassed its home market space,however still 75% of revenue was accounted from United Kingdom. The organisation as attained a unique identity for itself within various countries. It isoperating on the fundamentals of a well-structured and effective business plan, which has led tomomentous growth and development of the company on a global level. It has particularlyexcelled in its expansion plans and has marked a significant presence in various countries. Theexpansion strategies of Tesco at a global level has been designed to meet the local expectationsof the regions and the same has been achieved by entering into Joint ventures (JVs) with localpeople or partners. For instance Tesco's venture operating in South Korea is called as Samsung-Tesco Home plus as it entered into a JV with Samsung Group (Tesco - About Us, 2016). 1
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