International Marketing: Opportunities and Challenges for Tesco in Expanding Business in New Markets

International
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P 1 Analysing the scope and key concepts of international marketing.......................................1
P 2 Discussing the rationale for an organisation to want to market internationally and
describing the various routes.......................................................................................................3
Various routes to international market........................................................................................3
M1 Evaluating the opportunities and challenges that marketing internationally presents to an
organisation..................................................................................................................................4
D1: Producing a critical evaluation of the international market context.....................................5
P3: Evaluating the key criteria and selection process to use when considering which
international market.....................................................................................................................5
P4: Explaining using examples, the different market entry strategies,including the advantages
and disadvantages of each...........................................................................................................7
M2: Applying the market evaluation criteria, entry strategies and make recommendations for
the selected organisation..............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing helps the organisation to attract various customers in the
market with the help of right promotional methods. The company can expand their business in
a systematic manner and achieve their inherent goals and objectives. The report aims to
analyse about understanding the international marketing strategies and procedures for the
company. Tesco is one of the largest retail supermarket brand which provides various essential
products to the consumers (Wei, Ang, and Liou, 2020). Due to the ethical practices the
company has seen an immense growth in the market. It was founded by Jack Cohen in the
year 1919. They had diversify their operations in various regions to achieve more profitability
in the market. The main focus of the company is to become more profitable in the industry by
capitalising on different opportunities, On the other hand in this report there will be brief
discussion about various key concepts which could be used to expand in the business in new
opportunities and generate more revenues. Along with that, there will be brief discussion about
different opportunities and challenges which the organisation could face to achieve the goals
and objectives. For further instance, in this report there will be evaluation about rules and
regulations the company needs to follow in order to achieve a systematic growth in the future.
MAIN BODY
P 1 Analysing the scope and key concepts of international marketing
Tesco is a leading multinational retailer which provides different essential products to
the consumers. It was founded by Jack Cohen in 1919. It is the ninth largest company on the
basis of they revenues which they had generated in the market. The company is one of the
most popular brand in various regions. In the UK market they had seen a sustainable growth of
the period of time. The unique thing about Tesco is that they make their own products when it
comes top grocery (Venciūtė, 2018). They had curated a large customer base by offering the
excellent quality products at an affordable prices. The main vision of the company is to enrich
the lives of the customers by providing quality products. The global presence of the
organisation is strong they had managed to dominate the retail industry. They organisation can
expand their business in the region like India to generate more profits. They can diversify their
business in a systematic manner by using various strategies and approaches. The company can
dominate the market and capture a huge market share. The organisation is also using the
1