In this task I will explain the business strategies used by Tesco while operating
internationally. I will write a final report to your line manager that explains how Tesco
approaches its international business operation and how it makes arrangements using a range
of techniques to work successfully in an international market.
Marketing
The definition of marketing is an action or business of promoting and selling products or
services, including market research and advertising.
Tesco have to market in different ways depending on their location. Tesco would have to
market differently in somewhere they are based internationally like china. Due to cultural
differences things would have to be done in a different way. In addition it’s a whole new
audience that will have to be dealt with, luckily for Tesco the Chinese market are open
and they are always switching where they shop. As part of a marketing strategy it was
hoped the card also known as the Clubcard would give the store management and
marketing staff invaluable information about the elusive Chinese shoppers. The card
would reveal their tastes, preferences, shopping habit and much more; it would hold the
key to understanding the most demanding, price-conscious but quality-obsessed
consumers in the world. This would basically build a personal shopping experience
around them so they will feel as if they have some loyalty as well as a relationship with
the company. However it’s going to take more than a loyalty card to maintain their
customers due to the fact that a lot of people within that country are part of more than one
company.
Seeing that they are going into a new country all products would have to be renamed into
the local language. It would be a good idea to get familiar with local suppliers so that the
business can be marketed displaying that products are sourced locally from local farms
and factories. This will have a good outlook on the business which will help promote the
business positively.
Even though Tesco have already diversified in there other stores that doesn’t mean they
will in this one therefore it would be a good idea to sell some technology like Game
Consoles, tablets and many other things due to the fact that China are always up to date
with the latest technology.
Production and distribution:
With Tesco trying to maintain high standards throughout all stores, standardisation of
products, customer service and other things that operate in store should always be kept
high and things should be done in the right way. Product differentiation is one of the best
ways to market a product this would mean that the product would be established a strong
brand image for a good or service. Product pricing would account to the marketing of the
business because if the business price skims on top brands people will be attracted to the
store rather than the rivals. Transportation of the products is essentials because a lot of
money could be potentially lost if they aren’t transported under the right conditions or in
the correct way. This would be things like temperature control, how things are packed and
many other things. In the last five years, the retail giant has also been applying
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internationally. I will write a final report to your line manager that explains how Tesco
approaches its international business operation and how it makes arrangements using a range
of techniques to work successfully in an international market.
Marketing
The definition of marketing is an action or business of promoting and selling products or
services, including market research and advertising.
Tesco have to market in different ways depending on their location. Tesco would have to
market differently in somewhere they are based internationally like china. Due to cultural
differences things would have to be done in a different way. In addition it’s a whole new
audience that will have to be dealt with, luckily for Tesco the Chinese market are open
and they are always switching where they shop. As part of a marketing strategy it was
hoped the card also known as the Clubcard would give the store management and
marketing staff invaluable information about the elusive Chinese shoppers. The card
would reveal their tastes, preferences, shopping habit and much more; it would hold the
key to understanding the most demanding, price-conscious but quality-obsessed
consumers in the world. This would basically build a personal shopping experience
around them so they will feel as if they have some loyalty as well as a relationship with
the company. However it’s going to take more than a loyalty card to maintain their
customers due to the fact that a lot of people within that country are part of more than one
company.
Seeing that they are going into a new country all products would have to be renamed into
the local language. It would be a good idea to get familiar with local suppliers so that the
business can be marketed displaying that products are sourced locally from local farms
and factories. This will have a good outlook on the business which will help promote the
business positively.
Even though Tesco have already diversified in there other stores that doesn’t mean they
will in this one therefore it would be a good idea to sell some technology like Game
Consoles, tablets and many other things due to the fact that China are always up to date
with the latest technology.
Production and distribution:
With Tesco trying to maintain high standards throughout all stores, standardisation of
products, customer service and other things that operate in store should always be kept
high and things should be done in the right way. Product differentiation is one of the best
ways to market a product this would mean that the product would be established a strong
brand image for a good or service. Product pricing would account to the marketing of the
business because if the business price skims on top brands people will be attracted to the
store rather than the rivals. Transportation of the products is essentials because a lot of
money could be potentially lost if they aren’t transported under the right conditions or in
the correct way. This would be things like temperature control, how things are packed and
many other things. In the last five years, the retail giant has also been applying
1
