Impact of Culture and Marketing Mix on Tesco's German Operations

This report delves into Tesco's marketing strategies within the German market, emphasizing the critical impact of social and cultural factors. It examines elements such as lifestyle, buying habits, educational levels, safety concerns, sex discrimination, and family structures, illustrating how these influence consumer behavior and product promotion. The analysis extends to Tesco's marketing mix, scrutinizing product offerings, pricing strategies, placement, and promotional techniques, alongside the extended mix incorporating people, processes, and physical evidence. The report highlights the importance of adapting marketing approaches to align with German cultural nuances and consumer expectations for successful market penetration and sustained business performance. It underscores the need for Tesco to conduct thorough market research, understand customer demands, and implement strategies that resonate with the values and preferences of the German populace to achieve profitability.

MARKETING ACROSS
CULTURE
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Table of Contents
INTRODUCTION...........................................................................................................................3
ASSESSMWNT PART 2................................................................................................................3
Critically examine social and cultural factors which create impact.......................................3
Marketing mix of Tesco Company.........................................................................................6
Various international market entry strategy...........................................................................8
Recommendations................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
In order to make effective results and performances, marketing is very crucial element
which requires promotes products and services. It determines as strategic process of marketing
that develops own culture which is the element of diversity and individual also tends towards the
boundaries which require to follows rules and regulations (Thøgersen, de Barcellos and Zhou,
2015). Multicultural marketing is another element which assists to promote the business results
and performances at workplace. In this context, present report determines social and cultural
factors which are related to the marketing mix elements of Tesco when they are establishing
operations in Germany. In respect to this, report covers social and cultural factors which create
impact on products and services which need to be promoted at workplace. Furthermore, it
includes market entry strategy which assists to grow operations and performances in different
areas of the nation and outside the boundaries.
ASSESSMWNT PART 2
Critically examine social and cultural factors which create impact
In order to perform functions and operations in international market, there are various
factors which create impact on the performances. As per the view of Griffith, Seob Yeo and
Calantone, (2014) there are various factors which create impact on the business performances
and outcomes in international areas. In this aspect, social and cultural factors demonstrate their
effective role. These factors included elements such as custom, lifestyle, values and many other
characteristics which can be support to make results and performances (Griffith, Seob Yeo and
Calantone, 2014). Social and cultural factors includes following elements which create impact on
performances and outcomes to promote products and services in international area:
 Lifestyle: According to Samovar, Porter and Roy, (2015), lifestyle of person is different
from another people. In this aspect, there are various elements which need to be focus for
demonstrate various benefits and outcomes at workplace. For instance, girls demand is
different from boys so that it can depicts that there purchasing habit is also different from
each other (Samovar, Porter and Roy, 2015). In the Germany market, people have
different lifestyle so that it creates impact on Tesco to enhance their products and services
promotion in international areas. In this aspect, they have to consider effective outcomes
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and performances through analysis market before establishment of services. However,
Samovar, Porter and Roy, (2015) stated that same age of people are demanding same
products and services so that it is essential to use effective marketing element for attract
various types of people at workplace. In this aspect, people are participating to
accomplish desire results and performances at workplace. As per the customer lifestyle,
the chosen business needs to perform their functions and operations within the market
(Samovar, Porter and Roy, 2015). As results, it will assist to grow business operations
and outcomes in systematic way.
 Buying habits: Further, Arnett, (2014) said that buying habit is also create impact on
products and services which need to be promoted at international market. In this aspect,
youngster demand different products and services from adult people. Thus, it is essential
to demonstrate functions and operations according to business structure. It depicts to
develop market and operations which assists to grow operations and performances at
workplace (Arnett, 2014). In UK market, Tesco is establishing their services in
systematic manner so that it is helpful to demonstrate functions and operations for attract
candidates within the firm from Germany market. As compare to this, Kaynak and
Herbig, (2014) depicts that buying habit demonstrate perception and need of people
towards the purchasing of products. It assists to cover market and outcomes which
ascertain results and performances for development of the organisation. In this way,
Tesco has to conduct market research to analysis each customer demand at workplace
(Kaynak and Herbig, 2014). As results, they can grow their operations and performances
in effective way.
 Educational level: Education level of different people also creates impact on the business
and its performances. In this aspect, Griffith, Seob Yeo and Calantone, (2014) stated that
high education people are demanding qualitative and branded products instead of low
quality and local products. This factor determines impact due to different level of
education which ascertain for enhance performances of the enterprise in front of people
(Griffith, Seob Yeo and Calantone, 2014). In Germany market, people are highly
educated so that it is essential for Tesco to make products effective with packaging so
that profitability can be enhance in systematic way. In this way, Samovar, Porter and
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Roy, (2015) argued that education level is not matter to enhance products and services
promotion in international market. This is because, customer are purchase products and
services according to their demand. Thus, it is essential to enhance products and services
in international areas according to their demand. It will assist to make profitability and
positive results within the business environment (Samovar, Porter and Roy, 2015).
 Emphasize on safety: As per the point of Arnett, (2014) it can be said that safety is very
important element which need to be sure in each product and services within the market.
In this aspect, business needs to concentrate on safety element which assists to attract
customer for using particular product and services. It assists to grow outcomes and
performances in positive manner for developing ideas and opinion. Tesco is highly
emphasizes on safety products and services through, they can easily attract various
customer (Arnett, 2014). Thus, it is essential to develop market in Germany through
providing different types of products with safety. On the other hand, Thøgersen, de
Barcellos and Zhou, (2015) stated that safety is not important to make product and
services. In respect to meet with customer demand and requirement, it is essential to give
them extra benefits. Thus, they will easily attract towards the company for making
particular products and services within the market. It assists to grow operations and
performances in systematic way in global areas. In addition to this, the chosen business
needs to concentrate on providing discount and free coupons so that they will easily get
more people towards the business (Thøgersen, de Barcellos and Zhou, 2015).
 Sex discrimination: As per the view of Griffith, Seob Yeo and Calantone, (2014), in order
to get proper responses of customer, in Germany market, Tesco need to eliminate
discrimination among women and men on the basis of gender, ability and many other
elements. In this aspect, they can promote their products and services easily. In addition
to this, they can also launch new products and services within the market to promote their
business and operations in systematic way (Griffith, Seob Yeo and Calantone, 2014). As
results, they will easily get more money and profitability within the company. However,
Samovar, Porter and Roy, 2015) argued that the chosen business needs to recruit people
according to their capabilities and performances. In this aspect, they can easily make
results and performances positively which assist to grow operations and outcomes in
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systematic way. It create adverse impact on the country and people so that the
organisation is unable to develop their performances and outcomes to enhanced
profitability (Samovar, Porter and Roy, 2015).
 Family size and structure: Kaynak and Herbig, (2014) depicts that family size and
company structure create impact on the business performances and outcomes. In this
way, the business has responsibility to select market according to their suitability so that
they are able to develop performances and results as per the business evaluation (Kaynak
and Herbig, 2014). It will assist to grow operations and outcomes in Germany market
easily. The chosen business need to concentrate on family size and make products
accordingly so that it would be beneficial to demonstrate benefits at workplace. In this
way, profitability can be maintains at workplace easily. However, Arnett, (2014) argued
that structure of the company is very tough so that they are unable to communicate in
effective manner. As results, it is important to develops market and ascertain profitability
for developing ideas and operations in systematic way. It will assist to grow operations
and performances as per the customer requirement (Arnett, 2014).
Marketing mix of Tesco Company
Marketing mix is the important tools which assist to describe demand of market with
ascertain influence to customer of Germany market. It assists to customer demand and their
requirement at workplace through developing ideas and opinion towards the business products
and service (Thøgersen, de Barcellos and Zhou, 2015). Apart from this, when the chosen
business establishes their market in new areas, they have to concentration on customer demand
and requirement. It includes product, price, place and promotion. Now extended marketing mix
also consider three element people, process and physical evidence. Tesco has following
marketing mix to operate their functions and operations in Germany market:
Product
Tesco providing different types and effective range of products within the market. They
are dealing in food, clothing, electronics and many other elements. They are continuously trying
to enhance their product line to attract more customers at workplace. However, they are
establishing their products and services now in Germany market. In this way, social and cultural
factors create impact on their performances and outcomes. They have to measure their
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performances according to each customer requirement so that they will able to develop their
profitability at workplace. With the help of providing different types of other services, they can
attract more customer from Germany market at workplace (Wernsing, 2014).
Price
Tesco wants to attract more customers from Germany market so that they have establish
operations at low price. This is because, it assist to grow operations and outcomes in respect to
perform functions and operations at low price (Jiménez-Crespo and Singh, 2016). Without
reducing quality, the company has to concentration on low prices so that they will able to
develop their market and operations in systematic way. It will assist to grow operations and
outcomes through ascertain profitability at workplace. As per the expectation of customer of
Germany market, the chosen business needs to provide products and services to their customer.
Thus, they will able to develop their outcomes in different areas. Further, they can use club card
system for new customer so that they will able to demonstrate results and performances in
effective manner (Kaynak and Herbig, 2014).
Place
The cited firm establish their operations in Germany market. In this aspect, they have to
concentration on customer access through they are purchasing products and services in market.
In this aspect, Tesco is establishing their services in offline and online stores. In this aspect, they
can make profitability high as per the customer requirement. It will assist to develop profitability
and performances for enhance outcomes at workplace (Thøgersen, de Barcellos and Zhou, 2015).
Through study of Tesco, it has been analysis that they have to conduct small stores in Germany
market so that they can capture whole market easily.
Promotion
In order to promote the products and services, Tesco is using different element through
they can make promotion at workplace. In this aspect, they are determining advertisement and
promotion through reducing cost at workplace. In this way, they will easily measure their
performances to maintain profitability at workplace. As results, they will easily attain positive
results and performances within the business environment (Arnett, 2014). With the help of
advertisement in Germany market, the chosen firm can easily establish their outcomes and
performances.
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Physical evidence
In order to make effective results within the business environment, it is essential to spend
more amounts within the company. It will assist to grow operations and performances with
investing more money at workplace (Hopkinson and Blois, 2014). In this way, the company can
gather much information which is related to market profitability. It will assist to enhance profits
and revenue that create positive impact on the company and its outcomes. As results, market
analysis can be capture at workplace. Customers of Germany market can easily access website of
the business because it is easy to operate functions and operations at workplace (Laroche and
Park, 2013).
Process
In order to make happy to all customer of Germany market, the company is focusing on
their process. In this way, they are trying to convert raw material into finished goods so that they
will able to demonstrate effective results and performances at workplace. It will assist to grow
operations and outcomes for enhancing services at workplace. Process of the business is very
effective which assist to achieve through employing competent staff. In addition to this, they can
also paying proper attention towards customer to address issues at workplace (Griffith, Seob Yeo
and Calantone, 2014).
People
Tesco has skilled people who are participate to achieve goals and objectives at
workplace. In this aspect, they are trying to develop their operations and performances to deal
with ideas and operations which are needed to perform functions and operations within the
business environment. In this aspect, the company is including various people who can perform
effective functions and operations to deal with different aspects. It will assist to make proper
attention towards business results and performances (Minkov and Hofstede, 2014). In addition to
this, the cited firm can easily develop their operations in Germany market to enhance customer
base at workplace.
Various international market entry strategy
In order to enter into new market, there are different types of market entry strategies exist.
It assists to develop profitability and outcomes for dealing with different people at workplace
(Ronen and Shenkar, 2013). In this aspect, following are such entry strategies:
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Direct exporting
In respect to enter in market, there is direct exporting strategy exist. According to this
strategy, the company can establish their operations in direct within the market. It will assist to
develops profitability and performances through measuring business outcomes. In this aspect,
business can sell their products and services within the market directly with the help of different
distributors. As results, they can attain high market share and profits at workplace through
demonstrate different services. In addition to this, they can also carry operations through
handling by distributor of the business unit (Samovar, Porter and Roy, 2015).
Licensing
Licensing is the realistic element in which the company can establish their operations
with effective arrangement at workplace. It will assist to develop profitability through making
authentication of business products and services within the market. In this way, every business
has right to use and sell products and services of another enterprise. As results, they can attain
profitability and outcomes in positive way. As results market share and profitability can be
maintains at workplace through demonstrate different outcomes and performances (Tran, 2016).
Franchising
Franchising is another mode of business expansion in new areas. In this aspect,
organisation is establishing their operations and functions through determine different small
outlets in different areas. In this way, the enterprise can attain profitability and positive outcomes
with customer requirement at workplace. It will assist to develop profitability and performances
in effective manner (Knoeferle, Woods and Spence, 2015). As results, the company can attain
their results and performances through operating functions with various their own small
businesses.
Partnering
In this type of aspect, enterprise expanding their operations and outcomes through merge
products and services with other business (Marta, Singhapakdi and Virakul, 2013). It will assist
to develop profitability and performances at workplace. As results, they can attain outcomes and
positive requirement of products and services at workplace. In this way, the organisation can
establish their operations and performances through merge up it with another company. In this
way, they are sharing profits, loss, employees with each other. Thus, they can easily attain
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profitability at workplace. It will assist to grow operations and outcomes within the business
environment through establishing performances at workplace (Lorenc, Tyner and Lock, 2014).
Joint venture
Joint venture is also particular aspect in which the company can establish their operations
with sharing employee, profits and all things. It will assist to grow business and operations in
systematic way through co-up with many people. In this way, high market share can be exist at
workplace when performances are making at high position. It will assist to grow outcomes and
performances for ascertain results and outcomes in systematic way. In addition to this, in this
aspect, businesses are work together for enhance their outcomes at workplace (Magnusson,
Westjohn and Zdravkovic, 2013).
Recommendations
In respect to meet with goals and objectives, it is important to work in effective manner. In
order to establish operations in Germany market, Tesco can use franchising because it assist to
grow business operations and outcomes for developing ideas and operations in different areas.
In this aspect, they can establish outcomes through enhance different outlets within the market.
As results, they will easily develop their functions and operations at workplace of new areas
(Okazaki and Taylor, 2013). In this way, they can also enhance their customer base from
different areas so that they will able to demonstrate effective results and outcomes at workplace.
In addition to this, they can also make themselves market leader through providing different
types of services in the market. As results, it makes more profits and revenue to operate
functions and operations. Further, it would be beneficial to demonstrate different benefits which
assist to grow outcomes and performances in different areas. As results, profitability can be
ascertains at workplace through demonstrate different outlets. In addition to this, it can be stated
that franchising assist to carry operations as per the customer requirement within the market
(Greenberg and Colquitt, 2013).
CONCLUSION
From the above report, it has been articulated that social and culture factors create impact on
the business operations. In this aspect, Tesco has been establishing their products and services on
Germany which assist to grow more profits and revenue at workplace. In this aspect, they can
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easily deal with various elements which serve profitability to make sure that all products and
services are establishing as per the customer requirement. In addition to this, there are different
elements which create impact on the business operations such as lifestyle, buying behaviour and
much other aspect. Furthermore, report concluded about marketing mix of the chosen firm which
assist to establish operations and outcomes in new market of Germany. In this way, the company
can establish their operations with effective market entry. They are using franchising to enter
into new areas so that business can ascertain their results and performances in effective way.
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REFERENCES
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