This report discusses strategic marketing for Tesco in Germany, including market entry options, market segmentation, and Porter's generic strategy.
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STRATEGIC MARKETING Executive Summary This report is carried upon Strategic marketing which assists a firm in growing its business operations and activities at new marketplace. Tesco is the multinational company which is located in UK that offers different kind of services like advertising and sales promotion to its customers. It is necessary to analyse the external environment for assessing the opportunities as well as threat of business organisation. In addition to this, it is vital to identify the strategy
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related to market entry as well as segmentation, targeting and positioning the market in well- defined manner. Apart from this, Porter’s generic strategies are assessed in reference of selected organisation in which one of the strategies endorses for the selected organisation.
INTRODUCTION Strategic marketing is considered as a process which helps the organisation in expanding its business activities and function in completely new market. Through this process, the marketer caneasilyunderstandabouttechnology,tasteandpreferencesofconsumeraswellas competition level at marketplace. In addition to this, they analyse the risk associated with operating its business in new market.This report is carried on behalf of Ashanti Solution Company. The chosen organisation for this report is TESCO. The founder of this company was John Cohen in the year of 1919. It is the international company situated in UK offer variety of products ad services to its customer.Apart from this, PESTLE Analysis is used to assess the external environment which imposes direct impact on performance of business organisation. In assistance of this, the marketer grabs opportunities by analysing the different market entry option. Market segmentation and Porter’s generic strategy is adopted for takingeffective decision which will be beneficial for the business firm(Baker and Hart, 2016). PESTLE Analysisof Germany PESTLE Analysis is the framework which is used to assess the external environmental factor in order to assess the level of competition prevailing at marketplace. In context ofTesco, PESTLE analysis is used before taking entrance in a new country. Furthermore, it is used to assess the environment for introducing a products and services in a new country. There are different external factor which is going to be mentioned below: Political:There are different factor such as taxation policy, government regulations, fiscal policy as well as trade, tariff and many more. It is necessary for marketer to analyse the taxation structure, government policies before taking entrance in Germany market. And also assess how these factors will imposes direct impact on the performance level of business organisation. For instance, the tax rate of Germany is around 30% to 33%.If the tax rate is increases will be considered as a threat for company as well as downward the profit (Chaffey and Ellis-Chadwick, 2019).This company merged with any other company that helps them in reducing the tax burden at workplace. It helps them in increasing sales as well as profitability level within business organisation. Economic:Economic factor are those which include interest rate, unemployment rate, exchange rate as well as deflation and inflation rate and many more. The economy of Germany is growing fast in Europe. It has a strong GDP as well as achieving the fifth position across the
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world in 2017. This will be advantageous for Tesco; it helps them inn boosting its market share as well as profit. Moreover, if the inflation rate is increased then it imposes direct impact on the price and products of company.The company can segment their market according to the level of income of people of German. It can target high class and middle class by offering high quality products and services to its customer. Social:These factors include demographics, market trends, population and many more. It is necessary for Tesco to assess the population as well as taste & preferences of customer of Germany for targeting the product. Moreover, if in the Germany market,there is a demand for innovative and unique products as well as services to its customer which can be beneficial for company to take entrance in the new market(Rowley, 2016). The company can tie-up with the local companies that help them in increasing knowledge regarding local products and services of company. It helps business organisation in introducing innovative products in future period of time. Technological:Technology plays an important role for the success of business organisation. Therefore, it is necessary to implement the advanced technology in order to bring innovation as well as creativity within business firm. Furthermore, the technology which is used in Germany is similar as UK.But it is quite expensive, therefore, it is necessary for the company to set a target of how much investment made in the technology. Legal:There are different laws, rules, safety standard and legislations which impose direct impact on business environment of the country. Therefore, the company must analyse the consumer and employment law of Germany for reflecting its impact. Environmental:These factors include geographical locations, climatic as well as weather condition which imposes direct impact on environment of business.Therefore, it is necessary for Tesco to assess the business environment of Germany in order to analyse the pollution, areas as well as eco-friendly. Opportunities and Threat to Tesco in German market: Due to implementation of advanced technology, this helps the business firm in bring the innovation and creativity at marketplace. It assists Tesco to boosting its sales and profitability level in upcoming period of time. On the other hand, there are different factors such as market risk, level of competition, change in customer taste & preferences which is necessary to analyse business environment at marketplace(Charter and Polonsky, 2017).In addition to this, the
change on currency rate, taxation involves risk. Therefore, it is necessary for Tesco to make effective research, plan in order to overcome with the threat prevailing at marketplace. Market entry options In present context, it is necessary for business firm to make an effective plan in order to assess new foreign market before launching products within marketplace. In addition to this, the business firm provides appropriate products and services to its customer in order to satisfy their need and wants. Apart from this, it is vital to understand the options for taking entrance in new market to achieve the target in most suitable manner. Through this process, the business firm can achieve the benefits such as boosting the goodwill, profit as well as optimum utilisation of resources and many more(Sahaf, 2019).There are various kinds of strategies which can be adopted by the management of Tesco which is going to be mentioned below: Strategic Alliances: It is considered as a process in which two or more person work together in order to achieve goal and objective of business organisation. This is advantageous when firm agrees to work together in forming alliances in various projects as well as market. Moreover, in context of Tesco adopts strategic alliances in order to work with other firm in the similar industry in Germany market in order to prepare the projects. In context of innovative products as web designing is not beneficial for the business firm because of entering in the new market. Foreign direct investment:It is considered as an investment which helps in controlling the possession in business firm of one country by the firm of another country. In context of Tesco, they can take full control over Germany market when introducing the innovative products at marketplace. And also, they earn more profit, retention of customer as well as increase its market share(Crick and Crick, 2016).Moreover, Due to full control over Germany market, Tesco emphasised on coordination across the world and have access of economies balance. It is expensive and taking too much time in context of financial resources. Merger and acquisition:Merger & Acquisition is considered as a strategic process in which the firm agrees to work with other company in order to undertake the business operations and projects in an effective manner.The merger arises when the business firm agrees to take over another company while acquisition occurs when they decide to operate their work with another firm in specific operations. This helps in increasing the market share of company as well as reducing the cost. In context of Ashanti solution, the marketer assesses the other companies of
Germany and amalgamates with them or establishing acquisition. It assists them in increasing revenue in upcoming period of time (Whalen and Akaka, 2016). Joint Ventures:It is a kind of strategic alliances which is used to take entrance in the new market. In foreign market, there are different kind of alliances apply by using franchising, management contracts as well as licensing based on the size of market. In context of Tesco, if the company want to minimise the cost as well as risk then they should start their business firm like as Joint venture. This is applied by using franchising, licensing and management contract in order to achieve a leading position in the marketplace. It allows the business firm to take entrance in Germany market in order to increase its market share and profit by satisfying the need and wants (Vellas, 2016). Market Segmentation In market segmentation, the customer is distributed into various segments. Therefore, the business firm focuses on segmentation, targeting and positioning of product in order to gain more profit. It also helps the company in achieving competitive advantage over rival firm at marketplace. In context ofTesco, there is various type of market segmentation which is going to be mentioned below: Demographic Segmentation: Demographic segmentation includes different factors such as population, income, age as well as gender and many more. In context of Tesco, it is necessary for the company to assess the taste and preferences of customer for targeting them. Apart from this, the customer can target by business firm in order to boost sales as well as profitability level (Zghidi and Zaiem, 2017). Geographic Segmentation:Herein, the customers are divided into different region like local, national as well as rural and many more. In this segment, Tesco segment their customer according to the region and area of the marketplace. In addition to this, the company provides a wide variety of products as well as services agrees to launch a generic product for various segments in the marketplace. Because they want to take entrance in Germany market with innovative services named as Web Design in order to target professionals, small business firms and so on(Frösénand Tikkanen, 2016).This process can be applied through geographic segmentation of customer at marketplace. Behavioural Segmentation:Behavioural Segmentationis considered as a process in which customer is divided on the basis of their attitude towards product, price, and promotion.
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Therefore, the marketer of Tesco segments their market according to the taste and preferences of customer. Also, it helps them in retaining customer for a longer period of time by using different techniques such as promotions & offers. It is necessary to increase the satisfaction level of customer by understanding their attitude towards products and services of the company. Psychographic Segmentation: It includes opinion, interest and perception of customer towards products and services in the marketplace. In reference of Tesco, it is important for marketer to understand the need and requirement of customer in different market. Apart from this, it is necessary for business firm to analyse the customer taste and preference form time to time in order to take effective decision for achieving goal and objective at marketplace. Nature of Market Segmentation: It is necessary for Tesco to assess the risk during the period of introducing products and services in UK. Therefore, there is different segmentation which is used by company in order to recognise the market in an appropriate manner. And also, they make effective strategies, plans and procedures in order to modify the products according to the need of customer in the marketplace. It helps them in boosting profitability level in upcoming period of time(Kumar, Sharma and Gupta, 2017). On the basis of above-mentioned strategies, it has been analysed that the customer is divided according to the behaviour towards products, price as well as promotion at marketplace. Therefore, in context of Tesco, behavioural segmentation is justified for the business firm. Porter’s Generic Strategy Such strategies are implemented by many companies with an aim to acquire competitive advantage and enhance the profits. Michael Porter brought this model into existence in 1980. The essential objective of this strategy is to achieve an influencing approach in the market area. Apart from this, it also includes concepts such as differentiation and cost leadership. By applying this effective model Tesco may adopt a good position in the market for a great period. Executing various techniques such as minimising manufacturing costs without affecting quality can surely help in lowering product prices. This is a great method to attain higher value at marketplace while competing with the rivals(Liebl, 2018). Higher price of market shares is another approach to get benefits than the ones with low market share price. Thus, it is more convenient for the organisations to bring up new products in
the market which have a good brand value. In reference to this, some important strategies are as followed- Cost leadership Strategy: To achieve competitive benefits Tesco can apply the method of price reduction of its products. According to the current economic conditions of Germany, it’s essential to lower the prices in the areas where it’s possible. This method can also be beneficial to beat competitors with same product industry. Following are the steps to be applied- Focus on both operating costs (direct and indirect) is also being done by the company to attain more customers(Pu, Gong and Han, 2019).The organisation is also putting its best efforts to win the trust of its customers by delivering good quality of products. Utilising resources in their best ways to lower the costs is being adopted by the organisation while bringing the products in the market so that the goals can be acquired efficiently. Other affecting areas such as IT, finance and sales etc. should also be taken in awareness by the managers of the company to acquire great level of benefits and gain good profitability in the competitive market. Differentiation Strategy: To improvise the image and value of brand in an entirely new area, it is mandatory for the organisations to have high quality of products which they are providing to the end users. Apart from this, Tesco can also differentiate its goods and services so that the objectives can be achieved in an appropriate way(Ratten and Madichie, 2016).The firm must be aware of customers’ requirements on a consistent basis to make improvisations with time if needed. Tesco is focusing on its brand value to attain customers globally. Delivering noticeable ads is another effective technique of company to let the people of Germany knows more about the products and services of it. Focus Strategy:This kind of strategy is used to achieve the target in order to gain competitive benefits over rival firm at marketplace. It is necessary for business firm to assess the need and requirement of customer in order to launch generic product at marketplace. In addition
to this, the marketer of Ashanti Solution makes effective strategy and plan for boosting sales in future period of time. Fromtheabove-mentionedstrategies,ithasbeenexaminedthatTescoadoptthe differentiation strategy in order to gain competitive advantage at marketplace. The company use their reputation in an appropriate manner for attracting the customer across the world. It helps in increasing future sales as well as profitability level.
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CONCLUSION On the basis of above discussion, it has been examined that strategic marketing is necessary to increase the sales as well as reputation in order to gain competitive advantage over rival firm at marketplace. In addition to this, there are different segment of market which is used to make changes can aid assistance over rival firm. Apart from this, it is necessary to analyse the taste and preference of customer in order to gain profit. Joint ventures, acquisition, franchising and many more used for deliver the product in the market so that client can buy form them. At last, PESTLE analysis is adopted for increasing the knowledge regarding market in the new area.
REFERENCES Books and Journals Baker, M. J. and Hart, S. eds., 2016.The marketing books. Routledge. Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. Charter, M. and Polonsky, M. J. eds., 2017.Greener marketing: a global perspective on greening marketing practice. Routledge. Crick, D. and Crick, J., 2016. The first export order: A marketing innovation revisited.Journal of Strategic Marketing.24(2). pp.77-89. Frösén,J.andTikkanen,H.,2016.Developmentandimpactofstrategicmarketing–a longitudinal study in a Nordic country from 2008 to 2014.European Journal of Marketing. Kumar, V., Sharma, A. and Gupta, S., 2017. Accessing the influence of strategic marketing researchongeneratingimpact:Moderatingrolesofmodels,journals,andestimation approaches.Journal of the Academy of Marketing Science.45(2). pp.164-185. Liebl, F., 2018. What Is Strategic Marketing in an Innovation Society. InInnovation Society Today(pp. 165-181). Springer VS, Wiesbaden. Pu, X., Gong, L. and Han, G., 2019. A feasible incentive contract between a manufacturer and hisfairness-sensitiveretailerengaged instrategicmarketingefforts.Journal of Intelligent Manufacturing.30(1). pp.193-206. Ratten, V. and Madichie, N., 2016. The dynamics of sport marketing.Marketing Intelligence & Planning. Rowley, J., 2016.Information marketing. Routledge. Sahaf,M.A.,2019.Strategicmarketing:makingdecisionsforstrategicadvantage.PHI Learning Pvt. Ltd.. Vellas, F., 2016.The international marketing of travel and tourism: A strategic approach. Macmillan International Higher Education. Whalen, P. S. and Akaka, M. A., 2016. A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities.Journal of Strategic Marketing.24(1). pp.61-75. Zghidi, A. B. and Zaiem, I., 2017. Service orientation as a strategic marketing tool: The moderatingeffectofbusinesssector.CompetitivenessReview:AnInternationalBusiness Journal. Online PESTLEAnalyses.2016.[Online].Availablethrough:< https://businessteacher.org.uk/assignments/ashanti-marketing-solutions-company-strategic- marketing.php>
Appendix PESTEL analysis of Germany FactorsDescription Political FactorThe main aim is to offer the opportunities to the individual personwhowantstostartthenewbusinessfirmat marketplace in successful way. It is important for Tesco to assess the employee’s legislation, government regulations, taxation structure as well as culture before launching its new product in Germany market. Economical FactorItisnecessaryforthemarketerofTescotoknowthe economic condition of Germany in order to fix the cost of products as well as services. Social FactorItisimportantformarketertounderstandthetasteand preferences of customer in order to satisfy them. Moreover,itisvitalforTescotoadopttheeffective techniques for providing better services to the audience of Germany. Technological FactorThe marketer of Ashanti Solution makes appropriate strategy for analysing how much investment is needed to implement latest technology in Germany market. The process of implementation of technology is costly as well as time consuming process in Germany market. Environmental FactorIt is necessary for the business firm to assess all factors for masking alteration based on the customer need and wants. Legal FactorThe business firm must analyse the consumer and employment law before launching the new product in the Germany market.