This report provides a detailed analysis of Tesco's brand extension strategy. It begins with a background on Tesco, highlighting its market presence and focus on affordable pricing through physical stores and online platforms. The report outlines Tesco's existing brand values and explains its growth strategies, including market penetration, product development, market development, and diversification. It identifies the proposed target market for a new brand extension, specifically mentioning toothbrushes aimed at younger age groups. A PESTLE analysis is conducted, examining the political, economic, social, technological, legal, and environmental factors impacting Tesco's operations. Furthermore, the report includes a competitive analysis, emphasizing the need for Tesco to offer unique products to gain a competitive edge in a market with numerous competitors. The report concludes with references to relevant academic sources.
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