Standardisation and Adaptation of International Marketing: A Critical Evaluation of Tesco's Market Focus and Strategy Development

Standardisation Adaption of international
marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Critical evaluation of market focus of Tesco...............................................................................2
Strategy development in order to respond to a challenge...........................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Standardisations of companies refer to that framework where all the relevant parties in an
industry actually adhere that enable business to perform good with a set guideline. The current
study is also based upon the standardisation and adaption of companies and for that Tesco as a
MNC chosen who deal in retail industry at global level. Generally, business faces many issues
that might affect the business and that is why, it is necessary to pay attention to the key trends
that affect its operations which includes cultural, economic, political and competition. For that,
the report will critical evaluation of market focus and analyse how companies can respond to an
issue of international marketing.
Critical evaluation of market focus of Tesco
Tesco is deal at global level and in order to expand the business at global level, company
mainly uses International SBU which include elements of flexibility and local operations that
includes customer, culture and supply chain so that company may easily implement or expand
into new business. Being a brand image at global level, company’s main focus is on promotion
and advertising strategy which in turn assist to create a better outcome and attract the customers
as well (Battisti and et.al., 2021). Further, company’s market share is highest and that is why,
business keep focusing upon international strategy development. For example, innovation as a
theory is used by the company where it keeps complying with new products and services that
helps to improve the brand image. Recently company add robotics in its operations which help to
improve the business operations and save time as well. That is why, it can be stated that being a
leader in a retail market, company is also focused upon differentiation which in turn assist to
improve the brand image and focus upon the different issues that need to be overcome. Company
also uses differentiation strategy in which it provide effective quality of products with low rate
and generate a better outcome as well.
Hence, it can be stated that there is a need to understand the customer behaviour because
the main objective of the business is to meet the demand and behaviour of the customers so that
they can translate the same into the market strategies and this causes positive impact over the
business performance as well.