International Marketing: Tesco's Competitiveness and Expansion Plans

This report provides a comprehensive analysis of Tesco's marketing competitiveness in the international market. It critically evaluates Tesco's strategic activities across various industries, highlighting its marketing plan aimed at increasing market share by 25%. The report includes a SWOT analysis, identifying Tesco's strengths, weaknesses, opportunities, and threats. Furthermore, it discusses the application of STP (Segmentation, Targeting, Positioning) marketing to effectively reach target customers. The report also explores international marketing opportunities for Tesco, such as emerging markets, joint ventures, collaborations, and online shopping. It emphasizes the importance of innovation, employee performance, and customer satisfaction in maintaining competitiveness. Ultimately, the report aims to provide insights into Tesco's strategies for achieving its objectives and expanding its global presence. Desklib offers a range of resources for students, including solved assignments and past papers.

MARKETING
COMPETITIVENESS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Critically evaluate and interpret the strategic activities of multinational organisations in
a range of industries.....................................................................................................................3
Marketing plan for the organisation............................................................................................5
Creative marketing strategies to expand across international market.........................................8
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing competitiveness refers to the ability for the business in order to improve on the
basis of capabilities of the marketing process so that it can help in delivering better value to the
customers other than competitors (Deepak, R.K.A. and Jeyakumar, S., 2019). Also, it can be
considering as the ability of organisation in reference to adding more value to the customers as
compared to competitors for attaining the position of relative advantages. The report is based on
Tesco that is based in UK, but selling the product all over the world. Also, there are different
types of strategies are used by firm in order to stand with the competitors in the international
market. It is the retailing company of various products and services such as groceries, clothing,
electronics, accessories, telecommunication services etc. Further the report critically evaluating
and interpreting the strategies activities in the range of industries. Lastly, contradicted about
international marketing planning strategic choice or decision making and the control process in
multinational organisations.
MAIN BODY
Critically evaluate and interpret the strategic activities of multinational organisations in a range
of industries
As the Tesco is the multinational organisation which is leading the marketplace since many
years. Tesco deliver wide rang of product and services to the potential consumer in order to
increase the productivity of the company. The organisation acquire the domestic as well as
international market with the utilization of different kinds of plans of action. for the welfare of
the organisation focuses on some points like the organisation utilized the marketing plan for
increasing the brand value in the marketplace ( Morgan, et.al 2019). With the assistance of this
plan the organisation is acquiring the marketplace. The Tesco has develop the brand value in low
price as compared to the other competitive organization. The organisation has deliver thew best
quality product in low price to the consumers. along with that organisation get the loyalty from
the consumers from a different plan of action. the company deliver loyalty club card to the
regular buyers as the extra benefit to the buyers. Which built great impression in the mind of
people belong to different areas, region, belief, value as well as cast. For the marketing of the
services and the product produce by the organisation, the company use various online platforms.
Nowadays the marketing of commodity is essential to increase because it attract the consumer as
well as spread the awareness among the people ( Juwaheer, Rosun and Sungkur, 2018). In the

marketing digital marketing play crucial role as the the large numbers of people is depending on
the technological tool. The Tesco organisation invest large amount of capital in the marketing
process (Kamps and Schetter, 2018).
The perfect marketing strategy increase the competition in the marketplace. Due to various forms
of the strategy the organisation is increasing the scale of profitability as well as productivity to
accomplished the aims of the organization. As the company is promoting the business the
organisation is increase the supply chain in the marketplace. In order to deliver right product to
the right consumer the organisation determine the taste and reference of the consumer.
Furthermore, the organisation targeted the market already where the people or the organisation
exchange the product and service in exchange for the money. Beside this the company focuses
on the performance of the employees by receiving the feedbacks from the consumer and deliver
to the employees of the organisation which help the human resources department to enhance the
performance in effective as well as efficient manner. the perfect employability increase the
competitiveness in the marketplace as the employees are the responsible person who represent
the organisation in front of the people ( Dzwigol, 2020).
The organisation provide training and development programmes to the consumer in order to
keep up to date with the new skills and knowledge the consumer and the market demand for.
The workers completed the assigned task in appropriate manner with the proper time
management by which the organisation able to meet the goals of the company. Along with that
the employees maintaining good relationship with the consumer by concerning about their
problem in purchasing and paying the bills. It increase the transparency of the company with the
consumer and attract the attention.
In the international market it is important to have large numbers of share in order to grow
because there are large number of competitive companies working on different plans of action.
for that the organization is innovating the services on regular bases. Before the competitors the
organisation offer updated technology in the marketplace which attract the consumer and
encourage them to make purchase ( Muhammedrisaevna, Bayazovna and Kakhramonovna,
2020). It increase the brand value in the market and enhance the experience of the consumer
because the consumer satisfaction is the most essential element in the business as the company
offering the services to the buyer and for the buyer. The increment in shares of market the
company can invest more money in the production as well as consumer satisfaction process. The

organisation increase the market share because of high level of the skills as well as knowledge of
the workers and the dedication of individual toward the goal of the organisation.
Marketing plan for the organisation
Aim: the aim of the organisation is to increase the market share by 25% in the international
market.
SMART objective
In order to meet the forthcoming challenges, it is essential to make marketing plans for the
welfare of the organisation ( Bala, and Verma, 2018) . the SMART objective give assistance in
accomplishing the goal and motive of the organisation in effective manner. The objective of the
Tesco is mentioned as the following manner below:
 Specific: the objective of the organisation is completely specific that is to acquire the
international market rapidly. Therefore, the company aim to increase the market share.
 Measurable- the Tesco company’s motive is to expend the market share by the 25%
which will give profitability to the organization.
 Actionable: the best performance of working people working within the organisation help
in accomplishing the objective of the company.
 Relevant: as the Tesco is multinational organisation, it have capability to accomplish the
goal in a perfect manner.
 Time bound: the company’s motive is to accomplish this task within a year.
SWOT analysis
Strength: the Tesco have largest supermarket chain in the international market because of the
brand value of the company in the marketplace. According to the financial record of the
organisation, it generate the large amount of financial turnover every year and ranked in top
leading company. Along with that the organisation is already having the 27% of the grocery
market share in the united kingdom which is the higher than the competitors like Sainsbury
( Eckhardt, et.al 2019). The Tesco is innovating the services on the regular bases which attract
the people in large amount. The company is managing all the function if effective as well as
efficient manner therefore the management is perfect.
Weakness: the Tesco is having the dynamic leadership style which changed in some period of
time. It will create difficulty for the employees in performing the operation of the company. The
management of inventory is poor in the organization. In order to innovate new inventory, the

organisation remove the old operation which is creating difficulty. Sometime the organisation
involve in Clubcard controversy which decrease the reputation of company in the marketplace.
Opportunities: the Tesco has the opportunity to increase the market share in the marketplace.
The organisation is also have opportunity to expend its operation. Along with that the
organization is chance to boost the production as well as productivity in the marketplace.
Threats: the organisation is facing high competition in the marketplace. The competitor are
available in the large amount in the marketplace due to which the company is facing difficulty in
grab the opportunity ( Hoekstra and Leeflang, 2020). Along with that the organisation is also
supply chain issue due to the current situation.
STP marketing
It is the most effective form of strategy in which the organisation bifurcated the buyers base in
small group.
Segmentation: The organisation target the customer who have medium level of income in the
marketplace and able to purchase the thew commodity of the company. By observing the attitude
of the consumer, the organisation will adopt the technology in the marketplace. The target
customer prefer to buy the exclusive and premium class product of the company.
Targeting: the target consumer and buyers are willing to spend money on the commodity which
is produce by the organisation. furthermore, the organisation utilized the online platform to
attract the consumer in an easy manner as everyone is depending on the technology of the
company( Teoli, Sanvictores and An, 2019). Along with that the organisational has large
numbers of the potential who shows loyalty toward the product and services of the company.
Positioning: the organization secure high level in the marketplace for the consumer and allow to
choose lots of option from the organisation. in order to achieve the success in the market the
company will be concern about issues the buyer is facing at the time of purchasing any product
and focuses on enhancing the experience of individual.
International marketing opportunities for TESCO
Marketing opportunity can be defined as a chance which can be used by the company to market
its products and services in those regions where they are sure of getting success if the product or
service is introduced (Baack, Czarnecka, and Baack, 2018). Marketing opportunity for any
business can only be identified with the help of proper research and analysis which helps in
determining the needs of people in a particular region.

Emerging markets:
TESCO is one of the largest retailers in the whole world. It has marked its presence in different
parts of the world which includes UK, ROI, Central Europe and Asia. TESCO stores are
available in many developing countries but it has seen a tremendous increase in sales in South
Korea. Countries like India, China, Malaysia and Thailand have also contributed to an increase
in the sales of the company. With the help of Internet marketing including pay per click and paid
advertising, TESCO can promote its existence in South Korea, India, Malaysia and further
increase its revenue.
Joint Ventures:
When two or more companies comes together for the purpose of achieving an individual task
with the use of their joint resources is referred to as Joint Venture. TESCO can form joint
ventures with one or two specific companies for a pre decided period of time. Since, there will be
more than one firm, TESCO can use cobranding marketing which will help the company in
promoting the particular goods in market with collective efforts ( Cerviño, Ortiz, and del Hoyo).
Cobranding will help the companies in offering the product from the perspective of both the
companies to its customers. Thus, will aid the company in achieving its target.
Collaborating with other brands:
Collaborating with well-known brands from different parts of the world helps an enterprise in
enhancing its market reach and attracting customers from various parts of the world. TESCO can
collaborate with different brands in order to strengthen as well as increase its customer base.
Recently, TESCO formed a strategic alliance with Carrefour which is a French retail company.
TESCO can use social media networks and viral marketing in order to introduce more of such
collaboration in front of its customers with heavy discounts in order to increase its customer base
in different parts of the world.
Online shopping:
The outbreak of COVID19 has affected the local markets badly but it has made the public more
comfortable with online shopping of most of the products as people wanted to avoid going to
crowded places. TESCO can use this opportunity and work on improving its online shopping
portal as well as the app (Kim, Moon, and Iacobucci, 2019 ). This will help TESCO in expanding
its reach all over the world. In order to improve the customer engagement, TESCO can make use
of email marketing, social media marketing and paid advertisements. TESCO can ask the

customers whoever visits the website to share their email before proceeding, so that the company
can send them personalized mails regarding new products, existing offers and discounts in order
to increase the sales.
Environment friendly:
In the recent scenario, the general public has become more aware about keeping our earth
healthy, happy and safe. Therefore, it has become necessary for companies to adopt eco friendly
processes and methods of running an organization. Though, TESCO is contributing in keeping
the environment clean and healthy by reducing the use of plastic bags and using more of cloth
bags which can be reused and recycled. TESCO can use cause marketing with introducing a
campaign related to reducing the use of plastic by the companies (Kumar, and Srivastava, 2020.
). This will help the company in creating an impact and a brand value in the eyes of the
customers. In countries like India, China and Brazil, there is a good probability of success for
such campaigns. Additionally, in these countries, the campaign might create a brand image of
TESCO and people might switch to brands which are serving for a good cause.
Cashless stores:
The corona virus pandemic has increased the use of digital payments instead of using cash all
over the world as people are aware of the risks associated with touching any object which has
already been touched by a number of people before. Keeping this in mind, TESCO has opened
completely cashless stores and is working on opening more of such stores. With the help of
content marketing, TESCO can create awareness in the minds of its customers by sharing
infographics, podcasts, posters, videos, blogs, webinars and stories which can relate to its
customers on its website and social media handles. The content can be created in such a way that
it creates an impact on the viewers and thus convert them into the company’s customers. Content
marketing will help TESCO in enhancing its visibility and creating a desire among the people.
Creative marketing strategies to expand across international market
Social Media Marketing:
In order to introduce the marketing campaign, TESCO will take the help of social media
marketing tools. The main slogan of the campaign will be “If you cannot recycle or reuse, then
quickly refuse. The company will decide a specific time for launching the campaign on different
social media platforms which helps in engaging the target audience as much possible. The major

social media platforms will be Instagram, Facebook, Twitter, Pinterest and Tumblr (Rosnizam,
and et.al 2020 ). TESCO will form specific groups on Facebook which will help in creating
awareness among the customers as well as attracting them towards the company.
Search Engine Optimization:
TESCO will launch the campaign on its website as well and will showcase why should people
join this campaign. It will state the contribution of people towards creating an eco-friendly space
if they join the movement. In order to make this campaign a success, TESCO will be using
search engine optimization which will help the company in increasing traffic on its website.
Search engine optimization refers to the use of certain keywords and catchy and effective content
on the website which helps in increasing the visibility of a website when people search for it.
Paid Advertising:
Paid forms of advertising will be used by TESCO for the purpose of enhancing its brand value in
front of the whole world. Paid advertising will include advertisements in newspapers, television,
magazines, radio and billboards ( Samiee, and Chirapanda, 2019). TESCO will be focusing more
on Billboard advertising in various countries of the world. The places with generally more traffic
and gatherings of peoples will be taken for advertising the campaign. The billboards will be
creatively made with the use of effective picturization that gathers the attention of people
walking on the road.
Email Marketing:
Email marketing refers to sending mercantile mails to the customers of the company in order to
advertise the products and services of the company. TESCO will make use of email marketing in
order to reach out to its clients and influencing them to buy more of TESCO’s products. The
main purpose of using email marketing will be to advertise the marketing campaign launched by
the company and trying to gain more customers. TESCO will try to send more of personalized
mails so as to create a sense of belonging towards its customers. The company will efficiently
make use of the slogan in the mails in order to convert the leads into sales. TESCO will
constantly work on using different infographics, podcasts, videos, posters, posts, ads which can
successfully create an impact on the minds of the customers (Kaur, Arora, and Bali, 2020 ).
All of these strategies will help the enterprise in captivating a larger customer base and creating a
brand value that the company promotes Eco – friendly behaviour.

Key performance indicator
The Tesco organisation maximise the profitability of the company by monitoring and managing
the employees in effective as well as efficient manner ( Fotiadis, Mombeuil and Valek, 2018).
for that the company will provide proper training and development programme to each and every
member of the organisation. Moreover, the organisation also improve the performance by
delivering feedbacks to the workers on regular bases by utilizing the technological tools for
example HRone. To manage the financial position the organisation, invest capital in the
operation.
Budget of the organisation
The organisation required huge amount of capital to increase the availability in the marketplace (
Baack, et.al 2018). as the organisation is the largest firm in the international market it will
required 876 Million British pound as the expenditure amount for the promotional as well as
marketing activity.
CONCLUSION
From the above report it will be concluded that the marketing of the company play essential role
in attracting the consumer as well as increase the competitiveness in the marketplace. the
marketing is the essential element nowadays on which the large numbers of the company is
depending in order to acquire domestic as well as international market ( Harjunpää, 2019). for
the marketing of the product the compactors innovate creative ideas in the market which create
impression in the eyes of the consumer. The present report highlighted the marketing strategies
the organisation is using to lead the market. furthermore, the report also highlight the market
plan for the Tesco organisation by which the company accomplish the goal of the organisation in
a perfect style.

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