International Marketing: Tesco's Global Market Analysis Report

This report provides a comprehensive analysis of Tesco's international marketing strategies. It begins with an introduction to international marketing concepts and the rationale for companies like Tesco to expand globally, emphasizing revenue growth and customer base diversification. The report then delves into Tesco's international market entry strategies, including franchising, licensing, and exporting, evaluating the key criteria and selection processes for entering new markets. It further explores the global versus local debate, examining how the marketing mix (product, price, promotion, and distribution) is adapted in different international contexts. The report also discusses various international marketing approaches Tesco can adopt and analyzes home and international orientations, including competitor assessments. The report concludes with a summary of findings and recommendations for Tesco's future international marketing endeavors.

International Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse the scope and key concepts of international marketing...........................................3
P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation can..........................................................................................4
TASK 2............................................................................................................................................6
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.............................................................................................................................6
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each...........................................................................................................7
TASK 3............................................................................................................................................8
P5 Present an overview of the key arguments in the global versus local debate........................8
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts. / M4 Determine and articulate in detail how to adapt the
marketing mix of your client organization in different international markets..........................10
TASK 4..........................................................................................................................................11
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt...............................................................................................................11
P8 Explain home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is that kind of process which makes related principles of
marketing and effective practices within international border over large scale has increased
presence through making larger work area developed. In this concept of marketing
internationally it makes larger audiences achieved in more effective manner. Main purpose
makes promotion of goods and services through making respective Organization within
international market through making awareness spread with potential buyers within foreign
countries which makes fulfilling of needs according to exceptions while including preferences.
In this report construction upon understanding and gaining knowledge over international
market . Organization that has been taken is Tesco. This is one of the largest supermarket chain
within United kingdom and is been formed in year 1924 and has its headquarters in England.
Main emphasise is over contributing through marketing over business in relation over
international market. Along with this different entry routes is been evaluated in relation to Tesco.
Also these elements makes marketing plan through investigating over adopting international
market. In the end of report international marketing is been discussed in relation over Tesco.
TASK 1
P1 Analyse the scope and key concepts of international marketing.
International market is the process which makes different practices and institution to be
effective through performing across boundaries of home. This makes seeking over generating,
transmitting and exchanging various kinds of offers by making customer and related stakeholders
developed within society. International marketing makes execution with implementation over
marketing actions and capabilities developed in relation to global context (Rezaee, 2017.).
Another acceleration upon international marketing concept through making different
practices developed with persuasion with the help of exchange of product and services in the
local market with the objective of creating satisfaction of needs within international boarders.
SCOPE OF INTERNATIONAL MARKETING:
In today's world business and market has been developing through modern era that makes
highly dynamic nature formed. In relation over present scenario international marketing covers
wider scope that make boost possible through globalization that has been taking place within
business. This makes better interaction and enhances scope of international market possible.

 Import- It is similar common and simple kind of international marketing within which
organization helps in importing of goods within foreign market and makes potential
buyers to be identified. In this various kinds of potential is been shown which heslps in
making goods selling easy. Export- In this exports makes imports within company which makes offerings with two
international business in relation to franchise. Through making importing party within
domestic market. Also this helps an organization making business develop strong
relationship through providing franchise for it.
 Contractual agreements- In this expansion over opportunities in relation over business
organization developed through contractual agreement with overseas partners. Under it
simple contractual agreement has made business expansion possible in international
market by joining hands with partners (Rana and et. al., 2020)
KEY CONCEPTS OF INTERNATIONAL MARKETING: Domestic marketing- This is related over marketing which is concentrated over making
plans which is promotional in nature. Under it domestic market is been covered at local
level. For example Tesco supermarket makes retail chain that is operating within UK up
till now. International trade- In this notion marketing has been concerned while developing
strong and effective flow within goods and services. Under it different countries and
Nations holds proper present within marketplace. For example Tesco that is an
multinational brand of supermarket which deals upon product and services by forming of
large customer base.
 Comparative marketing- These are those kind of marketing system and procedures
which is available within market that is used by marketer. This concept and systems is
been compared with aim of ascertaining similarities and differences within comparative
marketing.
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can.
There are various kinds of things which makes business firm move through making
expansion within operations required for international marketplace possible. Also this makes
goods and services cover large customer base. In this main reason within an organization is to

make audiences targetted in more effective manner at global country. Therefore, there are some
specific reasons why Tesco which to expand internationally:
 The main aspects within marketing business at international level for Tesco is that it
helps in uplifting through increasing revenue and diversify customer base.
 Another key aspect in relation over supporting idea make at international market which
makes Tesco improvise its scope by increasing operation area which makes global work
place developed in proper manner (Mohtaram and Movasagh, 2018).
Rationale for company who wants to expand market internationally
As Tesco is planning to expand its market internationally, the rational for this is given
below-
 The company Tesco requires to improve its profits by entering new market with its
product range so that it can attract new customers and enhance its sales. This will
therefore help the organisation to improve its profit margin.
 By expanding internationally, the company Tesco can also increase its sales as it will
enter with its same product line with the motive to increase sales. The local market will
not increase the sale so easily so it is important to expand internationally to attract new
customers so that sales can be increased.
 Tesco can also innovate something and introduce in the international market so that it can
attract customers from that range whose needs it is trying to fulfil. International market
will expand the scope of company to increase its innovation which will help in fulfilling
two aims, one is to fulfil the demand of customers and other is to increase sales and profit
of the company.
As per this rational has been discussed within market through methods related to entry
method. Various methods is explained as follows in relation to Tesco plc. Franchising- This is one of the most common route which is been adopted by several
businesses in making franchise. As per the method Tesco has allowed international
organization which makes individual business owner for establishing business at global
level. In it organization's name has been used in relation to brand image which makes
operations performed related over selling and buying of goods. Licensing- Both licensing and franchising is different from each other but for long there
were misconception over understanding them as same. Under licensing partner company

is willing over making expansion which made presence over local firms within
international market possible. In intellectual property rights various kinds of things is
been covered which is related to global market with business expansion. Licensing and
franchising is different procedure has brought various advantages achieved through risk
involved within international market.
 Exporting- It is one of the most commonly used process which makes new business
within market to be formed through domestic boundaries of an organization. Tesco uses
this over enhancing its operations within foreign market. In this organization
manufactures and produce its product with services into domestic market. Further
sending of semi-finished goods over international borders. Organization's goods and
services is to be sold to larger and diversified customer base.
TASK 2
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.
Expanding and establishing within new marketplace is very slow and critical in nature
which makes various stages and decisions imposed upon making huge influence through making
success possible of an organization at global level. That is why various process is required to be
followed by Tesco which has been explained as follows: International marketing objectives- This stage is been defined over exporting various
marketing objectives and helping companies in achieving targets. In relation over this
selected market and significance within which an organization makes establishing of
various things like product, services and stores at global level. This helps in achieving of
objectives within foreign market. Parameters for selection- There are various significant parameters which is been
analysed in proper manner and helps in understanding of condition within market. Also it
makes product and services sold in proper manner. In relation to this various parameters
are required to be considered which makes Tesco select market with all resources used
for its establishment. Also laws and policies makes infrastructure developed through

making organization like Tesco go ahead of its rivals existing within market (Lee and
Griffith, 2019). Preliminary screening- At this stage all locations that are not offering any potential for
an organization is been eliminated on the basis which makes screening possible. Also
different factors like population, size and customers behaviour through making economic
conditions improved within an organization. Analysis and selection- At this stage market makes evaluation and helps in examination
over selecting potential international market of an organization. This makes feasibility
with study to be examined for recognizing cost benefits that makes market for an
organization attain feasibility through examine cost benefits which makes appropriate
improvement possible within process of organizations at global level. Test marketing- This stage makes sample offerings possible by providing organization
and people working within it appropriate knowledge with preferences of customers
existing within business environment. Also this makes various elements improved
through making factors analysed in proper manner.
 Commercial production- This stage makes results upon testing marketing phases that is
related over selling and producing of product within market. Also it helps an organization
like Tesco produce products within marketplace selected by an organization.
Selection process of international market
The process of selection for international market is slightly different from the domestic
market. The key steps of this process in context to Tesco is discussed below-
Illustration 1: Global market strategy, 2020

 Country identification- It is the first step which involves the company to select the
country where it needs to expand its operations. It is an important aspect as this
identification helps in scrutinising the needs of the market and identifying the skill set
which is required to function in that country. So firstly, Tesco is required to identify the
country where it wants to expand its market. Preliminary screening- After identifying the company, preliminary screening is done
where the pool of application is requested so that the organisation can short list the
candidates according to its requirements. Tesco will use different approaches of
recruitment such as advertisements and social media so that large pool of application is
brought. In depth screening- When the preliminary screening is done, the company is required to
short list the best out of all so that interview session can be done. In relation to Tesco, the
company shall shortlist the candidates and call for interview. Final selection- When the interview or intellectual test is done, the company makes the
final selection and hires the candidate for the preferred job role. The HR of Tesco shall
make the final selection after conducting interview.
 Direct experience- After selection, the candidate is brought on board and its experience
to work with the organisation begins. The candidate is now ready to take the direct
experience of its work at Tesco.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
Business makes selection of various strategies which makes entry routes which can be
managed with effectiveness. It happens due to different number of entries taking place within
market through developing strategies with entry routes which manages and handles activity
effectively. These strategies impacts business environment through making development of
resources by involving globalization and modernization within business strategies. This makes
several kinds of strategies utilized by Tesco in order to make profit and revenue increased within
it. Also in this strategies is been discussed and this section of report covers about market entries
with advantages and disadvantages. Exporting: In this market strategy of an organization makes organization directly enter
within market that makes sales of goods and services exists within business through

selling finished goods to an organization and make important party in international border
developed (Kowalik and Danik, 2019).
Advantage
In this relative advantage is there which makes exporting of products within new
market place for Tesco. Also it leads for making more productivity and suitable profit
margins achieved. It is one of the most easiest form of strategy that makes productivity and
sustainability increased at international business market. In this organizations makes most
significant exposure which leads over forming of customer base by an organization.
Disadvantage
Major disadvantage that is related over exporting services which is been used within
international market. This makes strategy increased within cost over high tax that makes
availability over new market achieved at both domestic and international level. Licensing and Franchising: The process is effective and productive for Tesco that
allows an organization and business owners of foreign market to sell its goods and
services at global level market. Organization makes use of franchising and licensing of
agreements which allows international businesses for making intellectual property which
makes operations in relation to Tesco performed. Advantages and disadvantages has been
explained as follows:
Advantage
This is key source within international strategies that is related to franchising and
licensing with lower cost capital by investing in infrastructure. It helps in gaining access to large
customer base with diversifying needs of infrastructure. Tesco attains benefits from this through
increasing cost effectiveness produced by achieving high returns and makes revenue generation
possible.
Disadvantage
In this disadvantage is attached which makes licensing and concept with strategy
developed through increasing of risk by making entry possible within new business environment
through misusing of intellectual property. This makes duplication while loosing control over
operations by attaining of personal advantage from it.

TASK 3
P5 Present an overview of the key arguments in the global versus local debate.
Global marketing is one of the best known concept which makes offers developed
through various opportunities and advantages over organization. Then it makes growth of
business and customers possible by making profit attained. Also organization makes rapid
changes with progress possible. That is why global marketing is strong and potential concept is
been served through offers and globalization in relation to opportunities developed in various
different countries (Khan, 2020).
Further business opportunities attained through productivity at global level in this various
organization develops a belief that local marketing which is effective through comparing at
international market. Tesco is the best example of same organization and is second largest
retailer market in United Kingdom but not deal outside United Kingdom. Hence, below in the
table a comparison is provided in between both the marketing strategies that is local and global.
Basis Local marketing Global marketing
Products and services In local marketing Tesco is
offering most appropriate
products and services to all
customers. In this needs and
preferences should be there
within market. (Katsikeas,
2018).
In global context marketing
plans and approach has wider
scope covered. In this product
and services is diverse which
makes unfavourable over
forming large customer base.
This makes specific segment
developed within country.
Cost and budget For making local marketing
cost involved within less
budget and gets segregated as
per needs over activities in
making promotion of plan
possible.
On other hand global
marketing helps in covering
wider areas and business
aspects that includes huge
budget that is divided into tow
parts which makes regional
offices rather than marketing
activities.
Promotional tactics While performing marketing In relation to Tesco which

at local level through making
domestic market and
promotional tactics with easy
and less critical situation that
suits business organization
with its model.
makes moving within
international waters in order to
perform business activities of
an organization possible. In
the more complexed and
critical promotional tactics
involves diversification within
various models of business.
This makes several business
models with adjustment done.
P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts. / M4 Determine and articulate in detail how to adapt the
marketing mix of your client organization in different international markets.
In this elements like product, price, promotion and distribution according to marketing
mix framework. As per this effective marketing makes product, price, promotion and distribution
developed according to marketing mix framework (Dash, Kiefer and Paul, 2021). In this
effective marketing tool is that make development of strategies possible through supporting
business firm in making strong potential attained within decision by making performance. In this
marketing mix of an organization develop both local and global context which makes elaboration
within more detail in relation over Tesco and has been explained as follows: Product- In this element over marketing mix makes product that make description over
significant items possible which is possible by selling and highlighting over industry
which makes dealing possible. Tesco is an supermarket which deals within retail industry
that has been offering different kinds of consumers goods and makes it consumable to its
customers. Price- The second element which makes pricing focused over pricing strategy which is
been applied by entity over making sales and attracts customers through making

appropriate value as per money. For this pricing strategy used by Tesco is competitive
which makes changes within pricing structure possible as per changes within competitive
environment within market. Place- The place factor is that kind of distribution channel within which an organization
is able to get connected to its customers and audiences it has targetted. In this physical
channels makes flourishing of business environment through physical and virtual
platforms (Christofi, Leonidou and Vrontis, 2017).
 Promotion- It is the last factor which bis related towards promotion of an business
organization that makes success achieved. Tesco uses the offer for spreading awareness
with the help of potential buyers. For the purpose social media, digital marketing and
traditional marketing is been used. This makes large customer base formed through
traditional marketing within an organization and attracts those living there life with
traditional methods of marketing.
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt.
Marketing makes abroad and wider concept in this various practices, tools and concepts
developed as per experts marketing business functions. In this certain actions and tactics is
involved which makes awareness within public through offering services over particular brand.
Also these concepts makes wider aspect achieved. As per experts marketing is an business
function that involves creation of actions and tactics that is related through spreading awareness
within public. In this offering of services is done in relation over spreading awareness within
public offerings and services through increasing globalization and revolutionary changes taking
place within technological environment which evolves and changes.
In modern world business is having largest number of options through making
productivity and offering higher results within business and helps in attaining of better outcomes
through responding from audiences. There are various international market through which
approaches is been adopted that is been used by Tesco. In this foreign market makes customers
inform about existence through respective market.