This report provides a comprehensive analysis of Tesco's marketing strategy for entering the Italian market. It begins with an executive summary highlighting the need for effective strategies in international markets and the application of models like SOSTAC, Ansoff's Matrix, and the BCG Matrix along with the 4Ps of marketing to develop strategies for market penetration. The report is divided into three parts, with Part 1 applying the SOSTAC model to analyze the situation, define objectives, and outline strategies, tactics, actions, and control measures. Part 2 evaluates the current SOSTAC model and incorporates the Hofstede model for cultural analysis, as well as the Ansoff Matrix and the 4Ps of marketing. Part 3 evaluates the current marketing strategy and discusses the Glocal strategy and the application of the 4Ps. The report also includes a budget breakdown for the internationalization plan and concludes with an evaluation of Tesco's market entry strategy.
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