For Tesco to develop in the market, bt Tesco managed to create the brand name and built its image internationally through the implementation of effective international marketing strategies. Te company used the thoughtful approach to enter in different markets by incorporating different cultures and values according to the requirement of the host country. A the international marketing environment consist of various forces such as customers, clture and values, plitical economy, tchnology, rsources and competitors, Cmpany can either take standardized approach or adaption to local market approach (Czinkota, ad Ronkainen, Sandardization is referred to marketing the products at international level with a standardized marketing mix.
Tis concept includes the concentration of mass marketing (Ghauri and Cateora, 2010). Wereas, Aaptation approach deals with the combination of standardization and customization which best satisfy the target customers as well as remain cost effective for the company (Schmid and Kotulla, 2011). Tis concept includes the concentration of market segmentation. I this case, cmpanies strategies the process in order to fulfill the local customers’ needs. Tsco more focally concerned on adaption strategy. I addition, has adopted the diversification strategy so as to meet the needs of the customers by diversifying its product lines and hence attracting the wide range of customers.
Te global expansion of Tesco that deals in retail market is a complicated scenario due to the existence of strong competition all around the world in the retail market. Tsco has wisely dealt with the competition and meeting the requirement of the customers. I has introduced the wide variety of products at relatively lower prices. I is the fact that customers preferences tastes differs with areas and countries such as clothing, eectronic goods, fod consumption etc.
Dfferent cultures support the entirely diverse national preferences in specific product categories, fr example, fod or grocery products are widely a local product. A people from different culture have different tastes in food, tey do not ever consume foreign food products. Tsco has considered these essential concerns and develop supporting international marketing strategies while expanding its operations in other countries. Te company has targeted the under-developed retail sector to enter and develop the market with without the force of barriers.
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