This report, prepared for Ashanti Marketing Solutions, analyzes Tesco's potential entry into the German market. It begins with an executive summary and introduction to strategic marketing, followed by a PESTEL analysis of the German market, identifying political, economic, social, technological, legal, and environmental factors, along with associated opportunities and threats for Tesco. The report then explores various market entry options, including strategic alliances, foreign direct investment, mergers and acquisitions, and joint ventures, recommending the most appropriate option for Tesco. Furthermore, it delves into market segmentation, discussing demographic, geographic, behavioral, and psychographic segmentation approaches. The report concludes by summarizing key findings and recommendations, offering a comprehensive strategic marketing plan for Tesco's successful expansion into the German market, fulfilling the assignment brief's requirements by providing a macro-environmental analysis, assessing market entry modes, and applying market segmentation concepts.