Report on International Marketing Strategies for Tesco's Expansion

This report provides a comprehensive overview of international marketing strategies, using Tesco as a case study. It begins with an introduction to international marketing and an overview of Tesco, a major British multinational consumer goods company. The report then explores the advantages of international marketing, followed by detailed sections on product planning, price planning, distribution plans, and promotional strategies. It analyzes different international marketing approaches, including global and local strategies, and examines the competition using Porter's Five Forces. The report compares local and global marketing approaches, analyzes when to adopt each, and compares international and home orientation. Recommendations are provided, focusing on legal, social, and technological aspects. The report concludes by emphasizing the importance of expansion for revenue generation, and it includes a list of references.

International Marketing

Table of Content
 Introduction
 Overview of the organization
 Explaining the advantages of doing international marketing
 Product Planning
 Price Planning
 Distribution Plan
 Promotional Plan
 International marketing approach

Table of Content
 Analysis of the competition
 Difference between local and global marketing
 Analyses when to adopt local approach and when to switch to global approach
 Comparing international and home orientation
 Recommendations
 Conclusion
 References

Introduction
 International marketing can be defined as the
organisations when they plan to expand their
operational activities in the new boundaries.
 Through this the organisation can become able to
get lots of customers towards the business. Tesco is
one of the biggest and established retail store in the
boundary of the UK.

Overview of the organization
 Tesco is one of the most established and valuable British
multinational consumers goods company that is situated
in the England, United Kingdom.
 It was founded in the year 1919 by the Jack Cohen. They
have their business in the five countries of the Europe.
 They are the one of the famous supermarket chain in the
boundary of the UK.

Explaining the advantages of doing the
international marketing
 There are different kinds of benefits present for the
business organisations in order to expand the
activities in the international boundaries.
 Some of the advantages are described below:

Product Planning
 Idea Generation
 Idea screening
 Concept development and testing
 Market Strategy
 Product Development
 Deployment
 Market Entry and commercialization

Price Planning
 Price planning can be defined as the main process in which
the price of the product have to be decide.
 Two way that helps the organisation to set the price are:
 Standardised: It is one of the most effective pricing
strategies through which the organisations can enter into
the new market.
 This gives the opportunities to the company to attain
maximum share in the market.

Distribution Plan
 The business firms and the organisations should use
effective distribution channel through which they can
deliver the products across the Indian.
 This will facilitates the organisation to deliver the products
to each and every individual.
 In relation to the Tesco some of the channels are described
below they can use to deliver the products:

Promotional Plan
 Branded promotional Gifts: Organisations can adopt
effective promotional techniques in which they can give
gifts in order to attract customers in the market.
 In relation to the Tesco, they can use this promotional
strategies through which they can provide free items to
the customers that helps them to increase the sales in the
future.

International marketing approach
 There are different kinds of techniques that the organisations can
use in order to make the products more successful in the new
market. Some of the international marketing strategies are
mentioned below in relation to the Tesco:
 Global: The business firms can increase their business activities
by following the effective organisation structure. Through this they
can achieve more revenues in the future. In relation to the Tesco,
they can adopt this approach and can formed joint ventures in
order to increase the profitability.

Analysis of the competition
• Porter five forces can be used by Tesco so that they can
enhance their profits and revenue generations which is
mentioned below:
• Competition in the industry
• Potential of new entrants in the industry
• Power of Suppliers
• Power of Customers
• Threat of substitutes