Strategic Priorities for Expanding Tesco in Singapore: A Marketing Management Report

Principal of marketing
Management

Executive summary
This report benefits to provide the different strategic priorities for a company while expanding
into new country for the future purpose. With the help of perpetual mapping, strategic groups
and reviewing the strengths and weakness of the different brands the two closest competitors.

Contents
INTRODUCTION...........................................................................................................................1
Company intro........................................................................................................................1
PEST Analysis of Singapore..................................................................................................2
Micro Analysis.......................................................................................................................3
Competitive analysis..............................................................................................................4
SWOT & an analysis..............................................................................................................5
The strategic priorities for the future on the basis of the situation.........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management helps in evaluating the opportunities which brings out with suitable
strategies for generating revenues and it supports in decision making, controlling and planning
the aspects of the market in terms of marketing. This report is going to assess the company to
evaluate the external environment. The report further elaborates that the marketing audit of
Singapore using perpetual mapping, strategic groups and ascertaining the strengths and
weaknesses of the company. The company chosen for this project is Tesco. Tesco is the
multinational retailer of general merchandise. The concerned report highlights the various
customers, suppliers, related public and marketing intermediaries for the competitive analysis.
Moreover, it contains an action plan which helps to make a detailed outline of the actions which
are required to attain the one or more goals. Another benefit is that the Singapore personal tax
structure is progressive.
Task 1
Company intro
Singapore is one of the biggest markets in the Asia-pacific which maintains an open trade
economy. It is highly developed economy and the second highest per capita GDP in the world in
terms of purchasing power parity. The headquarters of the Asia-Pacific Economic Cooperation
(APEC) is in Singapore. Singapore earns its revenue from the taxes, custom duties, GST,
property, license fees and government property rentals. It’s top three export and import
commodities are transport equipment, machinery and chemical products. It also has high rates of
foreign direct investments and the economy of Singapore is on the healthy growth path.
Singapore has a unique position in the global economy and it plays an essential role in the
business of Asia because it is considered as a global business hub. It has established itself as a
reputable trading centre whether the business is small, medium or multinational Singapore give a
launch to all types of business in the market. The major international banks and financial
institutions also established their branches in Singapore. Moreover, Singapore is known as Lion
city because it has strong infrastructure and currency which tends to help in making it the best
place to set up oversea corporation. Main reason behind that it is considered as business hub is
because it is easier and quicker to register a new company in Singapore as the process takes only
one day to complete all the formalities and the application is duly submitted.
1