Standardisation and Strategy Development in International Marketing: A Case Study of Tesco

Marketing

Table of Contents
SECTION 1.....................................................................................................................................1
Introduction..................................................................................................................................1
SECTION 2.....................................................................................................................................1
Critical evaluation of market focus, product and service comprising reasons for organisational
strategy development...................................................................................................................1
Key decisions in strategy development in context to standardising products and service or
requirement for adapting them with needs of local market.........................................................3
SECTION 3.....................................................................................................................................4
Conclusion...................................................................................................................................4
REFERENCES................................................................................................................................5

SECTION 1
Introduction
Standardisation is delineated to a process of devising protocols for producing goods on the
basis of consensus of relevant stakeholders in an industry. Key parties that play huge role in
standardisation are interest groups, corporations, users, standards organisation and government
(Dokalskaya and Borzova, 2019). Aim of the report is to carry out investigation and evaluation
of the ways in which international business respond to the issue of standardisation of
international marketing. To understand about the concept, selected entity is Tesco which is
leading UK based retailer performing operations across the globe.
The report includes critical understanding about organisational background, activities and
competitive positioning. It also demonstrates global challenges that are faced by business in
standardisation.
SECTION 2
Critical evaluation of market focus, product and service comprising reasons for organisational
strategy development
Organisational background
Tesco is an international company having headquarters located at Hertfordshire in UK. It
mainly deals in groceries along with general merchandise. It has around 7005 shops at different
parts of globe. It have diversified portfolio of products and services ranging from retaining of
books, electronics, toys, clothing, software, financial services as well as internet services.
Mission of the company is to work as a champion for customers and assist them for easier way of
living along with better life quality. Objectives of Tesco is to launch more healthy commodities
with desired standard level. It’s one of programme to launch common processes of business and
IT across the globe have given the UK’s largest retailing venture the most standardised
information technology system within the industry (Hadfield, 2017). The venture has developed
a reputation of using technology innovatively with the purpose of improving sales and have
taken the business online or digitally with enormous success. This have taken standardisation to
global level.
Its activities:
1