Tesco: International Marketing Approaches and Expansion Analysis

This report provides an overview of Tesco's international marketing strategies and business expansion approaches. It examines the differences between global and local marketing, analyzing product, pricing, promotion, and distribution approaches in various international markets. The report evaluates different international marketing approaches, including developing new product lines and shifting to digital marketing, and offers recommendations to ensure successful business expansion, such as adapting to local cultural values and operational structures. It also compares home and international orientations in assessing competitors, highlighting the implications of each approach. The report concludes with strategies for Tesco to maximize opportunities in the international context, emphasizing the importance of effective marketing techniques for global market penetration.

International marketing

Table of content
 INTRODUCTION
 An overview of TESCO in context of their current market and performance
 The difference between global and local marketing-:
 The product, pricing, promotional and distribution approach differ when using a variety of international
markets
 Analyse and evaluate in detail the various international marketing approaches organisation can adopt.
 Recommendations to ensure the success of business expansion
 Compare home and international orientation and ways to assess competitors, outlying the implications of
each approach
 CONCLUSION
 REFERENCES

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

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 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.
 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.) .
 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.
 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.

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 equipment's 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.

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.

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
 Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on consumer
purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its
influence on consumer purchasing decision. International journal of Rural Development, Environment
and Health Research, 5(2), pp.26-39.
 Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an emerging world: An
international marketing perspective. International Marketing Review.
 Hagen, B., Zucchella, A. and Ghauri, P.N., 2018. From fragile to agile: marketing as a key driver of
entrepreneurial internationalization. International Marketing Review.
 Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International Marketing Review.