Report on Strategic Marketing of Tesco Company

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

1STRATEGIC MARKETING
Executive Summary:
The report puts forward a discussion on strategic marketing. The company chosen here is Tesco
that plans for a market entry in Australia. The report therefore puts forward a PESTEL analysis
of Australia. Further, the report also helps in identification of the factors that Tesco must
consider for market entry in Australia. This is done in terms of analyzing the political and legal
factors, the economic factors, the social and technological factors. There are also
recommendations in terms of market size, growth, stability and competition for enhancing the
marketing attractiveness thereby increasing the chances of market entry.

2STRATEGIC MARKETING
Table of Contents
Introduction:....................................................................................................................................3
PESTEL Analysis of the Chosen Country:......................................................................................3
Political Factors:..........................................................................................................................4
Economic Factors:........................................................................................................................4
Social Factors...............................................................................................................................5
Technological Factors..................................................................................................................5
Environmental Factors.................................................................................................................6
Legal Factors................................................................................................................................6
PESTEL Factor that the Company Should Consider.......................................................................7
The Importance of the Political and Legal Factors......................................................................7
The Importance of the Economic Factors....................................................................................7
The Importance of the Social Factors..........................................................................................8
The Importance of the Technological Factors.............................................................................9
Recommendations Concerning Market Attractiveness for Entering...............................................9
Conclusion:....................................................................................................................................10
References:....................................................................................................................................11

3STRATEGIC MARKETING
Introduction:
The report gives an overview on strategic marketing. The company chosen here is Tesco
and the chosen country is Australia. Tesco is a multinational general merchandize and grocery
store in United Kingdom measured by its revenue (Tesco.com 2018). The company gas stores in
twelve Asian and European countries. However, Tesco remains the market leader of UK with
around 28.4 percent market share. The report predicts Tesco’s analysis of the external business
environment of Australia to determine a market entry. Australia has a highly developed mixed
market economy with a GDP of around AUD $1.69 trillion in the year 2017. Australia is
considered as one of the wealthiest nation after Switzerland. The report thus puts forward a
PESTEL analysis of Australia. There is also discussion of the PESTEL factors that the company
needs to consider. The report also ends with recommendations concerning the market
attractiveness that would provide encouragement to Tesco in entering the market.
PESTEL Analysis of the Chosen Country:
Australia, a country in Southern Hemisphere comprises of Australian continent, the
Tasmanian Island and various other smaller islands in the Pacific and Indian Ocean (Davies
2012). Australia is the thirteenth largest economy that is prosperously developed. The country
attains a higher rank when compared internationally in terms of quality of life, health care, public
education, life expectancy and protection of civil liberties, economic freedom and the political
rights.
PESTEL analysis refers to the various factors in macro environment that influences the
decisions of the managers in an organization. PESTEL in the expanded refers to political,