International Marketing Strategies: A Case Study of Tesco's Expansion

This report provides a comprehensive analysis of Tesco's international marketing strategies. It begins with an introduction to marketing and the context of Tesco's global expansion, tracing its origins and current operations. The report delves into the global versus local marketing debate, discussing the innovations, competitive advantages, and technological changes influencing Tesco's market presence. It examines Tesco's product, pricing, promotional, and distribution approaches, emphasizing quality, promotional methods, and customer loyalty. The report further explores the rationales and implications of a global approach, highlighting diversification and expansion into new markets like Australia. It then analyzes international marketing approaches, including centralized strategies and direct exporting, along with the importance of innovation. The report considers home and international orientation, competitor analysis, and provides recommendations. The conclusion emphasizes the importance of market analysis, innovation, and competition in international marketing. The report references several academic sources to support its findings.

INTERNATIONAL
MARKETING

 INTRODUCTION
 GLOBAL AND LOCAL DEBATE
 PRODUCT, PRICING, PROMOTIONAL AND DISTRIBUTION
APPROACH DIFFERS
 INTERNATIONAL MARKETING APPROACHES
 HOME AND INTERNATIONAL ORIENTATION
 CONCLUSION
 REFERENCES
TABLE OF CONTENT

 Marketing is defined as the approach to promote company’s products in the target
market.
 This report is based on the case study of Tesco Company in respect to its international
expansion. Company initiated its business operations in the year 1919.
 Jack Cohen is the founder of the Tesco Company. Headquarter of the company is
located in England, United Kingdom. Company operate its business operations in
more than 6800 locat6ions all across the globe.
 This report will project the scope and key concept associated with international
marketing.
INTRODUCTION

 There are a lot of innovations with global market with a high
customer share in the market as well which is making the
company have a lot of competitive advantage.
 There are a lot of changes which are coming up and new brand
entering the market as well globally. There is a change in
technological aspect in the company as well which is a great
factor for the company to be able to expand themselves in market.
 The limits on the company are not so much in the market
internationally or globally which can make Tesco get higher profit
margins and that is a very good factor. The company is spending a
lot on the innovation in the market so that there is a better capture
of the customers.
GLOBAL AND LOCAL DEBATE

 Tesco has always focused on the quality of the products which the organization is
producing so that the best of products and services can reach the customers.
 There are strong promotional methods as well because the organization has been in this
industry from a long run so they created strong connections in the world which is a very
important factor.
 The customers are loyal to this company because Tesco is providing the customers with
the cheap but the best of facilities for them which are making the company have a strong
portfolio which helps the company to expand themselves in the market.
PRODUCT, PRICING, PROMOTIONAL AND DISTRIBUTION
APPROACH DIFFERS

Rational for using global approach and implications
 The company is diversified highly into segments and innovation factor which
helps the organization to have a better functioning.
 The company is being able to globalise themselves in the market which helps
the company to have a strong profit margin which is a very important factor for
the organization.
 Expanding into Australia is a great advantage which is good for Tesco’s
portfolio and the company will be able to have a better functioning for
themselves in the market.
CONTINUE…

 Centralised approach for the international marketing is an
approach which helps in understanding the market and the
marketing team makes decisions for the company there after
which is going to be very effective in nature.
 The company in this approach works with high international
factors and expansion which will help the company to have
direct exporting of the services and products in the other country.
 To have a better market share there is a lot of investment which is
made for innovation of the products so that there is a higher sale
which the organization can have in the market which is going to
make the organization have a strong market base for them.
INTERNATIONAL MARKETING APPROACHES

 There are a lot of products which Tesco has launched and have been
successful in the segment they planned for themselves in the market.
 It is because of this experience the company has planned a larger
segment with the products of the organization and the company wants to
expand themselves in Australia because the GDP of the people is also
higher and the company will be able to have higher profits.
 The company is investing a lot in the technological changes and the
promotional methods which are being used by Tesco are also strong
which is why it is very easy for the company to be able to expand
themselves.
HOME AND INTERNATIONAL ORIENTATION

 Competitor analysis and recommendations
 The company has a lot of experience in this industry which is why they already
have a strong strategy planned out for the organization to follow so that the
company will be able to capture the market soon.
 There is training and development which has to be provided to the employees
so that they can give their best in the organization which will make the
company have a better functioning.
 There are already established companies in the new market which is why it is
very important for the company to be able to give them a competition.
CONTINUE…

 From the above report it can be concluded that it is very important for the
organization to have a better analyses of the market the company is expanding
themselves into so that the company can have a better market and profit
margins.
 There is a lot of competition in the market because of which the company
should have innovation and creativity in them so that they can capture the
market effectively.
CONCLUSION

 Charles, G. and Anderson, W., 2016. International marketing: Theory and
practice from developing countries. Cambridge Scholars Publishing.
 Chhabra, M., 2019. Effects of globalisation on the strategy of small and
medium-sized fashion enterprise in North India (Doctoral dissertation, Dublin,
National College of Ireland).
 Christofi, M., Leonidou, E. and Vrontis, D., 2017. Marketing research on
mergers and acquisitions: a systematic review and future
directions. International Marketing Review.
 Filippidis, M. and et.al., 2019. The WTI/Brent oil futures price differential and
the globalisation-regionalisation hypothesis. International Journal of Banking,
Accounting and Finance. 10(1). pp.3-38.
REFERENCES

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