LOBAL STRATEGIC MARKETING
In your new role as international marketer for Tesco, you have been asked to team up with a colleague and develop a report in response to the written brief from senior management.
Tesco Senior Management Brief
As part of its market development strategy, Tesco is looking into expanding its presence into new geographic markets*. Before they can enter these markets, the international marketing director would like to have your insights on the environment of these foreign markets and the most suitable strategies they can adopt. This will serve as a basis for senior management informed decision to entering these foreign markets. You are therefore asked to develop a report answering the following questions:
1. Provide an analysis of the environment (political, economic, cultural, regulatory, competitors??etc.) for each proposed foreign market in the context of Tesco??s probable entry (30%).
2. Suggest and justify which is the most suitable market entry strategy Tesco can adopt in each of the two potential foreign markets. (20%)
3. Evaluate how a global strategy can be implemented in marketing Tesco??s products in each of the foreign market given (e.g. level of product adaptation including packaging, pricing, promotion and ways of distribution) in comparison to the home country: UK. (30%)
4. Conclude the report with a comparison of the strategies and their implementation for the two given foreign markets followed by your recommendations on which market should be the priority for Tesco to enter. (20%)
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