Analyzing Tesco's Marketing Mix for Successful Chinese Market Entry
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This report provides an analysis of Tesco's marketing mix, focusing on its application and adaptation for entry into the Chinese market. The core of the report examines the 4Ps of marketing – product, price, place, and promotion – and how Tesco has approached each element to cater to the Chinese consumer market. The report discusses Tesco's product offerings, pricing strategies, distribution channels, and promotional activities, considering the cultural and economic factors of the Chinese market. Furthermore, it explores the importance of understanding consumer behavior and adapting strategies to meet the specific needs and preferences of Chinese customers. The report also highlights the significance of supply chain management and the role of people (employees) in the company's success within the Chinese market. The conclusion summarizes the key findings, emphasizing the need for Tesco to continuously analyze and adapt its marketing mix to maintain a competitive advantage in China.

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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3

INTRODUCTION
An organisation face different changes and modifications when diversity in the new
market place influence and this will directly affect on its business operations and their functions.
By this, company manager need to develop and create effective strategies or policies at the time
of changes in their functional and operational activities at the large market place. Tesco is the
international groceries and retailing company which headquarter is located in united kingdom.
They are providing various types of goods and services to their customers in proper manner.
Now they are diversify their business into Chinese market place (Durkheim, 2014). For the
organisation, it is necessary for analysing the 4Ps of marketing mix which affect on Chinese
market place on company.
MAIN BODY
Marketing mix of TESCO analyse the brand which cover the 4Ps such as product, price,
place and promotion and also included fifth P which is people for examine the diversify of firm
into Chinese market. The concept of marketing mix is the set of manageable changeable of
marketing which the company mix for developing the outcome that required in the target market
area. In the context of TESCO organisation, the entry of firm in the Chinese market will adopting
the effective culture of the consumer in local region. Therefore, the company should take into
consideration in the mind of basis standards which are described as under:
Product – TESCO has large range of goods which are offer through different stores and
shops. The products offering is immense so this will provide each requirements and needs of
their customers from various segments of the market place. Along with this, strategy of each
product in the marketing mix of company should be evaluated and understand. They have
various types of stores and different variety of goods which are gaining attention of large number
of buyers towards their services and commodities (Stevenson and et. al., 2015). An organisation
management will set their product development strategies and policies by which they will take
care of their stores in the china through marketing in the existent goods, exportation of new
products in various state of the nation and also they are gaining chance of opportunities for
increasing the TESCO market share and market penetration. They should also determining
revising models of effective goods to giving Chinese customers and analyse their needs and
wants for diversify into their market place. For diversify into the Chinese market area, TESCO
1
An organisation face different changes and modifications when diversity in the new
market place influence and this will directly affect on its business operations and their functions.
By this, company manager need to develop and create effective strategies or policies at the time
of changes in their functional and operational activities at the large market place. Tesco is the
international groceries and retailing company which headquarter is located in united kingdom.
They are providing various types of goods and services to their customers in proper manner.
Now they are diversify their business into Chinese market place (Durkheim, 2014). For the
organisation, it is necessary for analysing the 4Ps of marketing mix which affect on Chinese
market place on company.
MAIN BODY
Marketing mix of TESCO analyse the brand which cover the 4Ps such as product, price,
place and promotion and also included fifth P which is people for examine the diversify of firm
into Chinese market. The concept of marketing mix is the set of manageable changeable of
marketing which the company mix for developing the outcome that required in the target market
area. In the context of TESCO organisation, the entry of firm in the Chinese market will adopting
the effective culture of the consumer in local region. Therefore, the company should take into
consideration in the mind of basis standards which are described as under:
Product – TESCO has large range of goods which are offer through different stores and
shops. The products offering is immense so this will provide each requirements and needs of
their customers from various segments of the market place. Along with this, strategy of each
product in the marketing mix of company should be evaluated and understand. They have
various types of stores and different variety of goods which are gaining attention of large number
of buyers towards their services and commodities (Stevenson and et. al., 2015). An organisation
management will set their product development strategies and policies by which they will take
care of their stores in the china through marketing in the existent goods, exportation of new
products in various state of the nation and also they are gaining chance of opportunities for
increasing the TESCO market share and market penetration. They should also determining
revising models of effective goods to giving Chinese customers and analyse their needs and
wants for diversify into their market place. For diversify into the Chinese market area, TESCO
1
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need to produce new products which satisfying their customers demand and requirements in
proper manner.
Price – TESCO follows the pricing strategy which provide the lowest pricing to their
goods for maintaining their quality (Koopmann, 2017). The firm will set their price according to
their customer standard of living and their affordability ratio. The firm are doing regular basis
work along with their suppliers which help in improving and developing effective supply chain
management that can decline the rate of specific products. An organisation should looking at the
condition which is the one way for getting cost advantages through increasing in efficiency of
procedures, expanding their contact in the Chinese market for gaining attention of large number
of customers. If the competitors who are exists in the china market area are unable to lower their
product price by comparable with quantity so TESCO can easily continue a competitive cost
leadership. For expanding their business operation in this market so firm need to reduce their rate
of new goods as compared with their rivals by this they can gain attention of large number of
buyers.
Place – TESCO required to select that place or area where they are attracting huge
number of customers towards their innovative products and services in proper manner. For
developing and making its success in the retail operation, firm need to make multi million pound
investments in the expansion of stores at low cost places and locations. They are getting involved
with same type of public and private sector groups such as local societies which are based
corporations, colleges and chambers of commerce so TESCO will capable for open the websites
in economical manner which determine disadvantages to the china districts (Ariely and Jones,
2012). If company can diversify their market into the Chinese market so they require to select
those places where they capture or grab major opportunities related to gaining income as well as
desired buyers. There are various sources by which company can deliver their products and
services such as stores, E-commerce and B2B, etc. these ways are helpful in attracting large
number of consumers towards new goods.
Promotion – For diversify into Chinese market TESCO need to promote their services
and goods with the help of social media, advertisements, personal relation, sales promotion, etc.
in the china market. Tesco also sell their goods through online basis. This is using to extent the
large promotional offers and discounts like buy one get one free. An organisation segmenting
their market area as well their desire customers.
2
proper manner.
Price – TESCO follows the pricing strategy which provide the lowest pricing to their
goods for maintaining their quality (Koopmann, 2017). The firm will set their price according to
their customer standard of living and their affordability ratio. The firm are doing regular basis
work along with their suppliers which help in improving and developing effective supply chain
management that can decline the rate of specific products. An organisation should looking at the
condition which is the one way for getting cost advantages through increasing in efficiency of
procedures, expanding their contact in the Chinese market for gaining attention of large number
of customers. If the competitors who are exists in the china market area are unable to lower their
product price by comparable with quantity so TESCO can easily continue a competitive cost
leadership. For expanding their business operation in this market so firm need to reduce their rate
of new goods as compared with their rivals by this they can gain attention of large number of
buyers.
Place – TESCO required to select that place or area where they are attracting huge
number of customers towards their innovative products and services in proper manner. For
developing and making its success in the retail operation, firm need to make multi million pound
investments in the expansion of stores at low cost places and locations. They are getting involved
with same type of public and private sector groups such as local societies which are based
corporations, colleges and chambers of commerce so TESCO will capable for open the websites
in economical manner which determine disadvantages to the china districts (Ariely and Jones,
2012). If company can diversify their market into the Chinese market so they require to select
those places where they capture or grab major opportunities related to gaining income as well as
desired buyers. There are various sources by which company can deliver their products and
services such as stores, E-commerce and B2B, etc. these ways are helpful in attracting large
number of consumers towards new goods.
Promotion – For diversify into Chinese market TESCO need to promote their services
and goods with the help of social media, advertisements, personal relation, sales promotion, etc.
in the china market. Tesco also sell their goods through online basis. This is using to extent the
large promotional offers and discounts like buy one get one free. An organisation segmenting
their market area as well their desire customers.
2
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People – TESCO is one of the leading retailing company which provide employment to
the people. People are consider as employees of the firm which undertaken in selection
procedures that are held by organisation. In an enterprises, there are around 480000 employees in
all over the 11 market place in different countries. People are valuable for the company because
they are performing effective and better work to them (Nakassis, 2013). Along with this,
promotional opportunities are provided to the employees which are recognised to have high
desires.
CONCLUSION
From the above mentioned report it can be analysed that an enterprises need to analyse
and examine marketing mix of 4Ps which directly impact on business operations and its
functions. There are four marketing mix process which help in analysing the actual position of
product in the large market place and price factor consider the strategy which can be used for
attracting more buyers towards TESCO products and services in better manner. Along with this,
company required to adopting various methods of promotion such as advertisements, personal
relation, social media, sales promotion and so more.
3
the people. People are consider as employees of the firm which undertaken in selection
procedures that are held by organisation. In an enterprises, there are around 480000 employees in
all over the 11 market place in different countries. People are valuable for the company because
they are performing effective and better work to them (Nakassis, 2013). Along with this,
promotional opportunities are provided to the employees which are recognised to have high
desires.
CONCLUSION
From the above mentioned report it can be analysed that an enterprises need to analyse
and examine marketing mix of 4Ps which directly impact on business operations and its
functions. There are four marketing mix process which help in analysing the actual position of
product in the large market place and price factor consider the strategy which can be used for
attracting more buyers towards TESCO products and services in better manner. Along with this,
company required to adopting various methods of promotion such as advertisements, personal
relation, social media, sales promotion and so more.
3

REFERENCES
Books and Journals
Ariely, D. and Jones, S., 2012. The (honest) truth about dishonesty: How we lie to everyone--
especially ourselves (Vol. 336). New York, NY: HarperCollins.
Durkheim, E., 2014. The division of labor in society. Simon and Schuster
Koopmann, G., 2017. Introduction. In On Crimes and Punishments (pp. 7-8). Routledge.
Nakassis, D., 2013. Individuals and society in Mycenaean Pylos. Brill.
Stevenson, V.L., and et. al., 2015. The high cost of spasticity in multiple sclerosis to individuals
and society. Multiple Sclerosis Journal. 21(12). pp.1583-1592.
4
Books and Journals
Ariely, D. and Jones, S., 2012. The (honest) truth about dishonesty: How we lie to everyone--
especially ourselves (Vol. 336). New York, NY: HarperCollins.
Durkheim, E., 2014. The division of labor in society. Simon and Schuster
Koopmann, G., 2017. Introduction. In On Crimes and Punishments (pp. 7-8). Routledge.
Nakassis, D., 2013. Individuals and society in Mycenaean Pylos. Brill.
Stevenson, V.L., and et. al., 2015. The high cost of spasticity in multiple sclerosis to individuals
and society. Multiple Sclerosis Journal. 21(12). pp.1583-1592.
4
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