International Marketing Approaches: A Case Study of Tesco's Strategy

This report provides an overview of international marketing strategies, using Tesco as a case study to illustrate global approaches. It examines Tesco's market performance, the differences between global and local marketing, and the various strategies Tesco employs, such as product diversification and digital marketing. The report also compares home and international orientations, assessing competitors and outlining implications for Tesco. Recommendations for successful business expansion, including cultural adaptation and technological integration, are provided. The report concludes by emphasizing the importance of effective marketing techniques for global market capture and offering insights for Tesco to maximize international opportunities. Desklib provides access to similar reports and study tools for students.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
LO2..................................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Globalisation and integration plays an important role in the development of world
economy. An organisation can enter and participate for their trade activities in foreign markets
because of high competitive environment present in all regions across the world. The company
can target a specific marketplace and operate in various countries by following their rules and
principles develop by the government of a particular countries. International marketing has a
great impact on an individual's lives because it offers a wide range of new products and
opportunities. Tesco is one of the biggest multinational food market and commodity store in
present world(Ali and Anwar, 2021.) The headquarter of this company is established in
England, UK. Tesco is founded in 1919. They almost operate all around the world and more than
4000 stores are manage by this organisation.
LO1
An overview of TESCO in context of their current market and performance-:
The operation of tesco has been enlarged all around the world since in early 1990's. Firstly, they
only serve in UK but after seeing growth in their business they start operating their activities in
various countries by capturing new customer base or market. They are the leading supermarket,
hypermarket brand in the world. Tesco has expanded their business and enter into the market of
books, clothings, electronics's, toys etc. and provide various facilities under one roof. The main
strategy of tesco to attract a range of social groups present in their region is that they provides
their good or services in low cost and with high value. The total revenue of tesco is more than
57,887 billion Euro in current financial year. Assets of approx 10,807 billion Euro are present In
the organisation of tesco. In this ongoing year tesco added more that 6.147 billion Euro in their
net value.
The difference between global and local marketing-:
Global marketing- It refers to a marketing on global scale taking world wide operational
similarities, differences and various opportunities so that by adopting this an organisation can
reach to its global objective. The international marketing is considered as application of the
marketing principles more than one nation by organisation overseas and arccos the national
boarders.(Zeneli, Czinkota and Knight, 2018)

Local marketing- It is defined as marketing strategies which are used by business enterprises
through online in order to get their services or products in front of the customers in their local
area and also involve potential customers in a specifies radius with an intention of the turning
these customers into conservative fans. The local or domestic marketing is less easier and risky
as compare to global market. The financing cost of both marketing strategies has a bid
difference( generally local market has low cost and and for global marketing an organisation
needs more financial resources. This both marketing strategies are focusing on different market
segment. International marketing is more challenging as compare to local market. An
organisation always need different policies and principles while dealing globally.
The product, pricing, promotional and distribution approach differ when using a variety of
international markets-:
Product- To increase the sales of a goods or services that helps in increasing the
profitability and the set aim on an organisation. The main focus of an organisation is to satisfy
the needs and wants of the targeted audience. This are the basic concepts of marketing related to
a company. Tesco can considered various factor which includes cultural background, religion,
buying behaviour of the selected customer base established in various regions.
Price- This is the amount or premium paid by an individual to enjoy the ownership of the
product and service. This is one of the biggest complexity in the which is faced by an
organisation before entering into new country(Hagen, Zucchella and Ghauri, 2018.) . Tesco can
considered some factors which are similar to the national market which includes fix. Tesco can
considered some factors which are similar to the national market which includes fixed valuable
cost, competition etc. Furthermore, tesco can consider other factors such as transportation cost,
duties on import and many more.
Promotion- This marketing-mix element plays an important role not only in the local
market but also in the global market. This can help an organisation to increase their sales as well
as brand recognisation. Through this process an organisation can build strong position in their
specific field or area. Tesco uses various type of promotional platforms such as official websites,
blogs and social media to target their new customers (Sheth,, 2020.).
Place or Distribution- This is the location or a geographical area where an organisation
can sell their product and the customer can buy this services in order to satisfy their wants and

needs. In context to tesco, this organisation has a vast distribution chain that's helps in supplying
their goods and services on time. Tesco has many outlets in all over the world that allow a
customer to purchase various products under one roof.
LO2
Analyse and evaluate in detail the various international marketing approaches
organisation can adopt.
The tesco had a very stable, recognizable brand identity because they always try to satisfy
their customers needs and wants. It's attainment meant stagnancy in engagement and lack of
gracefulness to aberrant from the direction in previous years. Some of the international
marketing strategies are as follows-
Developing new product lines- In starting tesco only deals in grocery products now they
operate in various areas as well which includes electronic, sports equipments etc. The rebranding
of products such as beef, fish etc. is done by the company which allow them to catch those
customers who are more cost- conscious(Ibeh, Crick and Etemad, 2019.).
Shifting toward digital marketing- Nowadays, there is a huge rise in social media
platform which can help an organisation to capture new customer base. Tesco can use various
online platforms such as websites, Instagram etc. to target new market.
Recommendations to ensure the success of business expansion
The growth of the organization is dependent upon the various countries on how the the firm do
the analysation and helps in accepting the demographic aspects of the society as well as cultural
values. different countries has different preferences and the interest of the individuals because of
the different society in various part of the world , an organization should always develop that
kind of operational structure that is easy to access for all kind of customers. There area some
recommendations which arises according to the countries across the globe.
The expention of operation\n in japan should be manage with more deli cation and equality
between supervisor and co workers. Th staff of Tesco should be treated with good code of
conduct which ensure their loyalty and faith towards the organization.
In order to pull off new administrations Tesco should concentrate on ways of various technology
and apply technical approach in order to expand there business globally

Tesco should focus on long business activities or proper management actions to effectively
manage the flow of groceries services and attract existing as well as large number of new
customers (Katsikeas, Leonidou and Zeriti, 2019.).
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.
Home orientation in an international market is a ethnocentric orientation adopted by the
firm that considered the product marketing strategies and technologies which are applicable in
the home market or the local market are similar to that overseas market. International orientation
attitude which is different towards company involvement in global marketing process . The erpg
framework address the strategic decision that are made by anj organization of the relationship
between headquarter and its subsidiary is established. Later on the market orientation is divided
into four categories
1. ethnocentric
2. regiocentric
3. geocentric
4. policentric
Tesco can compete with there competitors by full filling all the needs and wants demanded by
the customer of the target market . Tesco provides all types of product under one roof which
enables all the customers to easily purchase the goods and services(Oyewole, 2018.) .

CONCLUSION
In the following report it has been concluded that if an organisation wants to access
globally then they have to adopt multiple or effective marketing techniques to capture new
market. Globalisation plays an important role in world's economy. Later there is brief summary
on tesco current market and performance has been included in this project. The brief explanation
on the difference of global and local market is a part of this report. Their are some
circumstances that tesco needs to continue their local approach of marketing while entering to
global market. An organisation can adopt various strategies and techniques such as shifting to
online marketing, producing new product range etc. to build their position in global market.
Later on there is comparison between home and international orientation which helps tesco to
access their competitors. At last there are some conclusion and recommendations for tesco to
maximize their opportunities in international context is been a part of this report.

REFERENCES
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consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy:
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Hagen, B., Zucchella, A. and Ghauri, P.N., 2018. From fragile to agile: marketing as a key driver
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Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era: Opportunities, challenges, and research directions. International Marketing Review.
Oyewole, P., 2018. International marketing of services and developing countries. Services
Marketing Quarterly, 39(2), pp.79-91.
Sheth, J.N., 2020. Borderless media: Rethinking international marketing. Journal of
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Zeneli, V., Czinkota, M.R. and Knight, G., 2018. Terrorism, competitiveness, and international
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