For Tesco to develop in the market, but Tesco managed to create the brand name and built its image internationally through the implementation of effective international marketing strategies. The company used the thoughtful approach to enter in different markets by incorporating different cultures and values according to the requirement of the host country.As the international marketing environment consist of various forces such as customers, culture and values, political economy, technology, resources and competitors, Company can either take standardized approach or adaption to local market approach (Czinkota, and Ronkainen, 2012). Standardization is referred to marketing the products at international level with a standardized marketing mix. This concept includes the concentration of mass marketing (Ghauri and Cateora, 2010). Whereas, Adaptation 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). This concept includes the concentration of market segmentation. In this case, companies strategies the process in order to fulfill the local customers’ needs. Tesco more focally concerned on adaption strategy. In addition, Tesco 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.The 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. Tesco has wisely dealt with the competition and meeting the requirement of the customers. Is has introduced the wide variety of products at relatively lower prices. It is the fact that customers preferences and tastes differs with areas and countries such as clothing, electronic goods, food consumption etc. Different cultures support the entirely diverse national preferences in specific product categories, for example, food or grocery products are widely a local product. As people from different culture have different tastes in food, they do not ever consume foreign food products. Tesco has considered these essential concerns and develop supporting international marketing strategies while expanding its operations in other countries.The company has targeted the under-developed retail sector to enter and develop the market with ease without the force of barriers.
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