International Management Assignment | TESCO's International Marketing Strategy
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Added on 2020-01-28
International Management Assignment | TESCO's International Marketing Strategy
Added on 2020-01-28
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EXECUTIVE SUMMARYThis report is based on Tesco international marketing strategy in which they determinelong-term plan for deliver best retailer products worldwide. It has been measured that Asia andEurope is the primary grocery marketplace for Tesco which assist them in increase their marketshare of 30.2%. the cited giant supermarket has constituted their business in more that 12countries at the end of 2015. In has also concluded that for enabling successful internationalbusiness of Tesco in Australian market it analyse certain macro environmental factors relatedwith assessing the economic situation, political and cultural aspect of company. Variousresponsibility of the organization includes such as ethics and corporate social which determineprinciples for doing business in other nations. It has been assessed that with the rising population and increase in the purchasingabilities of nation’s residents have assisted numerous of establishment in setting their businessactivities in the market. Moreover, Australia is a matured or developed country that rank amongthe top 10 rich countries as well as the country also have positioned at 12th spot in the database ofnations with sizeable economic system. Moreover, it is popular for being as the world's fifthcountry which has the highest per capita income. All this allows the nation to maintain theirposition of second highest human development index in the global sector. It is an apparent fact that laws, regulations and other government policies can have anumber of positive or negative effects on the retail industry. Government policies seems tohinder businesses by imposing regulations which as a consequence augments costs and leads theindustry to emphasize on new systems. The retail industry also relies heavily on government-support; thus proper consideration should be there on legal framework. It has been identified thatthe key political issue that is faced by Australian market is instability among the political parties.As, the Australia political environment mainly focuses on the two government parties that are theAustralian Labor Party and Coalition which mostly forms the groups in country. In addition tothis, another political issue that is faced within Australian market and affect the businessactivities of Tesco include change in the policies of import and export. Along with this, with thehelp of analysing economic situation of Australia market it has identified that economic issuethat is faced by country include difference in the distribution of income as well as rise in pricesof commodity also act as the major economic issue for the external environment marketplace.
Along with this, it has also evaluated that with the help of analysing the social andcultural environment of Australia for Tesco it has determine that there are certain cultural issuesthat are faced by the country thus it further impact the activities and operations of Tescosupermarket in new marketplace. The different cultural issues that are faced within the countryinclude increasing diversified personnel that affect the operational activities of Tesco in the newmarketplace. In addition to this, another cultural issue that has been identified include differentperception and choices of customers also affect the activities and operation of Tesco in theAustralian market. Moreover, it has also concentrate on the ethical and corporate social responsibilitiesissues that are encounter by the international manager of Tesco while operating their activities inthe new market that is Australia. The different CSR issue that are encounter by internationalmanager are related with non-availability of CSR guidelines by the government and narrowperspective of the organization towards the CSR activities. In addition to this, it also focuses onthe certain ways through which the international manager of Tesco can easily minimize theproblems that are identified by the manager. Along with this strategy evaluate macro environment factors in the country that assiststhem in successful execution of the international strategy. The set of macro factors mainlyconsider political factors, economical, social as well as cultural factors that directly affect theactivities and strategies of the giant firm. It has been also identified that in order to successfully enter in the international marketthat is Australia, Tesco must focuses on selecting effective international strategy that supportthem in entering into the new market. The key aim of Tesco supermarket is to expand theirbusiness activities in the international market mainly in the Australian market in order to attaindistinct position. Along with this, there are different international strategy that must be focusedby Tesco in order to attain competitive position.
Table of ContentsINTRODUCTION...........................................................................................................................2COMPANY BACKGROUND – Tesco PLC .................................................................................2Brief summary of key macro issues.................................................................................................2ETHICAL AND CORPORATE SOCIAL RESPONSIBILITY.....................................................4RECOMMENDATION FOR INTERNATIONAL STRATEGY ..................................................5RECOMMENDATION FOR ENTRY MODE WITH JUSTIFICATION......................................5HRM ANALYSIS AND RECOMMENDATION...........................................................................6METHODS AND STRATEGIES FOR MOTIVATION AND LEADERSHIP.............................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
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