Roles of international marketers for Tesco
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%)
This is a fictitious case and you should not contact the company to get information regarding this coursework.
Project format
Your answers should consist of your research concerning the company and the assigned markets and appropriate theoretical explanations and/or justifications of the strategies used. This combination is important and the better you link the two elements, the more likely you are to gain a satisfactory mark. Reading in addition to your textbook is expected (e.g. journal papers).
The maximum word limit for the report (excluding references & appendices) is 2500 words. Please not that this is the absolute maximum word count and no extra word allowance will be made. Students who exceed the stated maximum will have their overall mark reduced. On completion of your assignment, you should put your word count on the front cover of your assignment. You should also include a completed peer review form with your submission.
Assessment criteria
• Ability to identify relevant environmental information
• Ability to identify and discuss the marketing tools and strategies the international company may use to market their products. Quality of justification of these strategies.
• Identification of strategic differences and/or similarities between markets
• Understanding: Report demonstrates students have understood key topics
• Quality of recommendations
• Quality of Writing: Readability and ability to convey key message(s) concisely
• Overall Quality of Assignment
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