International Marketing Opportunities for Tesco in Australia

Running head: MARKETING
Marketing Management
Name of the Student:
Name of the University:
Author Note:

1MANAGEMENT
Executive Summary:
The report aims provides an overview of Tesco in terms of the international marketing
opportunities. The report provides a detailed analysis of the international marketing
opportunities of Tesco in Australia. The research also focuses on the development of creative
marketing strategy for the expansion across international market.

2MANAGEMENT
Table of Contents
Assessment 2:..................................................................................................................................3
Introduction:....................................................................................................................................3
Critical Analysis of the International Marketing Opportunities for the Company..........................3
Development of Creative Marketing Strategy for Expanding Across the International Markets. . .7
Conclusion:......................................................................................................................................9

3MANAGEMENT
Assessment 2:
Introduction:
The report aims at providing a critical review of the international marketing opportunities
of Tesco for example in Australia. The report also focuses on creative marketing for expansion
across the international markets. Tesco which is one of the largest supermarket brands of UK
found in the year 1919 (tescoplc.com 2019). With political and economic stability along with a
skilled labor force, Australia provides a welcoming environment for the foreign investors. Tesco
also resided in close to thirteen countries and operated close to 1911 stores across Asia and
Europe. The sole focus of Tesco is concentrated on the grocery market of the retailers. As per the
February 2010 records, grocery market has been one of the largest revenue sources for Tesco and
accounted for close to 59.4 billion sales.
Critical Analysis of the International Marketing Opportunities for the Company
According to Czinkota and Ronkainen (2013), Tesco depended on the approach of
multiple-format approach in UK for gaining success in grocery market. The retail outlet has
initiated branding in different kinds of the stores depending on size and the diversification of the
product. From smaller convenience store such as Tesco Express to mid size store known as
Tesco Metro to the online delivery services of groceries to the Tesco hypermarket, Tesco led to
value in the market and helped in mitigating possible risk for the external factors. However, the
sole dependence of Tesco in the UK market has led to the saturation and the limited growth of
the retailer between 1990s and 2000s. Therefore, Tesco needed to explore the opportunities of
the foreign markets for building on and maintain the position as largest retailer of the world