International Marketing: Tesco's Strategies and Analysis

This report delves into the realm of international marketing, employing Tesco as a primary case study to illustrate key concepts and strategies. It begins by differentiating between global and local market dynamics, emphasizing the necessity of adapting product, pricing, promotional, and distribution approaches for international markets. The report then analyzes various international marketing approaches, considering cultural nuances, currency fluctuations, and legal frameworks. It further compares home and international orientations, including ethnocentric, polycentric, and geocentric strategies, to assess competitive implications. The conclusion summarizes the diverse routes for international market entry, such as direct exporting and licensing, along with crucial selection criteria like GDP and competition levels. Finally, it highlights market entry strategies like franchising and joint ventures, which enhance organizational effectiveness in global markets. The report also incorporates a detailed analysis of Tesco’s specific strategies within the international marketing landscape, providing a comprehensive understanding of the subject matter.

INTERNATIONAL
MARKETING

Contents
 INTRODUCTION
 P5- Overview of key arguments in the global and local debate
 P6 – how product, pricing, promotional and distribution approaches
are different on international market
 P7 Analyze the various and different approaches of international
marketing
 P 8 Compare home and international orientation so that the ways to
assess the competitors outlines the implication of each approach
 CONCLUSION
 REFERENCES

INTRODUCTION
The International Marketing is the application of marketing principles to
satisfy the varied needs and wants of different people residing across the
national borders. Simply, the International Marketing is to undertake
the marketing activities in more than one nation. Tesco is a British
multinational groceries and general merchandise retailer with headquarters

P5- Overview of key arguments in the global and local
debate
Internal market and the global market are totally different from each
other. When the Local market switch their business to the
international market then they have to network according to the
international standard and demand of the customers on the
international market.
 Global
 As per the global market companies can expand their business ion the
internal level but their some requirement which they need to develop
in themselves before expanding their business son the global level.
 Local
 Business in the local market is on the small scale or it can be spreed
nationally. In the local market companies have to be aware about their
local competitors who are working in the same industry

P6 – how product, pricing, promotional and distribution
approaches are different on international market
Internal market is totally different from the local market and o only basis
of their expansion but it also affect on the company's product pricing,
promotion ad their distribution approaches etc. TESCO company also
follow all the approaches as per the need of the international al market.
 Pricing
Pricing of the international level is differ from the local market because
number of the competitors is very high and if company want to stay in
competition they have to provide product prices as per the demand of the
customers.
 product
On the international market quality of the product matter because, buyers
have many operation to go with the better quality product and not only
the quality, but they also have to increase their production because buyers
buy product in high quantity.

Continued..
 promotion
Promotion is necessary on the internal market so company can
aware customers about their product and show their presence in the
international market.
 Distribution Approaches
In the local market distribution channels is small and easy to
understand but internal market is different where the distribution channel of the
company

P7 Analyze the various and different approaches of international
marketing
 Customs and business etiquette-
Each county has their own tradition and culture which is different from
everyone. It is necessary that Tesco understands it respects it. It extends to the way
you greet another firm. In different countries there are different systems and beliefs,
in Japan
 Understanding the fluctuations in currency-
When the company is only concerned with the operations of demand,
supply and competition from other companies this is the area they have to focus on.
On the other hand when they are focusing on international markets Tesco needs to
have detailed knowledge about the movements of currency, trends that are historical
and predict the behavior of people.
 Laws and conventions-
It is necessary that Tesco understands the laws and regulations of the
country they are going to invest and maintain their operations. It varies in different
countries.

P 8 Compare home and international orientation so that the ways to assess
the competitors outlines the implication of each approach.
 Ethnocentric or home orientation-
This type of orientation involves focus on increasing the role of domestic
products into markets that are international so that they can utilize the increased
level of production.
 Polycentric-
This aspect involves the production of products so that they can meet with
the needs and wants of markets that are different.
 Geocentric or international orientation-
This aspect states that the whole market will be dealt as one single
market. This will help the companies such as Tesco to gain the maximum amount of
share in the overall market

CONCLUSION
It has been summarized that there are various routes through which organizations
can enter the international market like direct exporting, licensing etc. Besides this,
for choosing the best market to enter there are various selection criteria on the basis
of which organizations choose which market to enter. These are GDP of country,
level of competition etc. Apart from this, there are different market entry strategies
like franchising, joint ventures etc which enables the organizations to enter the
various international markets with greater effectiveness.

REFERENCES
 Cateora, P.R., and et.al., 2020. International marketing. McGraw-Hill
Education.
 Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in
international marketing. Journal of International Marketing, 26(1), pp.61-
95.
 Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international
marketing strategy in a digital era. International Marketing Review.
 Vellas, F., 2016. The international marketing of travel and tourism: A
strategic approach. Macmillan International Higher Education