Strategic Marketing for Tesco: Expanding into the German Market with Organic Foods

STRATEGIC
MARKETING

TABLE OF CONTENTS
Executive Summary.....................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAINBODY...................................................................................................................................4
Recommendation a product and country to enter........................................................................4
Pestle Analysis.............................................................................................................................5
Market-Entry options...................................................................................................................7
Market Segmentation...................................................................................................................9
Porter’s generic strategies..........................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

Executive Summary
The report has included different aspects of marketing strategies for the Tesco company.
Organization wanted to expand it’s business in new country along with new products whereas
marketing consultant advised for the new market Germany and new product organic foods. This
report has generated to show a marketing strategy for a new product that enters into a new
market and included all it’s aspects of strategies, competition, risks and others. Porter’s generic
strategy had evaluated for the Tesco.

INTRODUCTION
Strategic marketing can be defined as the way through which a firm differentiate itself
from it’s competitors by accessing on it’s strengths to offer best experience to customer rather
than competitors. It is important for the organization because it supports in developing goods and
services along with high profit margin. A good marketing strategy directs a firm to influence it’s
business and products in other countries which gives better values to the customer and in return
generates high revenue in the business. To understand role of strategic marketing has an
example of Tesco company in the report which uses various aspects in promoting it’s business
through available marketing tools. It helps Tesco company to choose new products and new
country to expand it’s business and product’s value in this report. To analyse external
environment of the business will use analytical tool in the report.
MAINBODY
Recommendation a product and country to enter
Ashanti Marketing Solution Limited company is a marketing corporation which offers
services in promotions, commercialism and public relation as well. Whereas Tesco has goal to
expand it’s business in new country along with new products so it takes help of senior marketing
consultant who works for Ashanti Marketing Solution Limited company.
Whereas Senior marketing consultant recommends organization to sell organic products
as new products that helps Tesco to give value to the customer. This new product plays essential
role to expand the business and attracts new customer as well as influence profit margin (Alatalo,
2016). It helps to expand business in other countries, influence market share of the new products
along with high profit margin.
Senior marketing consultant recommend Tesco to enter in Germany because it does not
have any franchise. Apart from this, Germany has good financial position so it is known as
highly developed country. It is nominated as fourth largest company, based on the GDP in the
world. so, it is the best option for Tesco to expand it’s business in the Germany market and leads
profitability on organization’s economical infrastructure. Germany market with the organic foods