Tesco Strategy

Tesco Formulating an International Marketing Strategy
This report will assist in the understanding and the formulation of an international marketing strategy for Tesco Plc. The report will use PESTLE and SWOT analysis to provide an insight into Tesco's current market situation and will provide a valuable source of help in enabling the management team to make the correct strategic choices in terms of corporate and international strategy relating to the launch of designer baby wear (infant & toddler clothes) into Northern Europe (Namely, Sweden). The report will outline how Tesco intends to make such market diversity and also manage its corporate portfolio. The Ansoff Matrix will be used to consider market entry models. The final part of this report will provide an activity plan for Tesco along with a profit and loss account. Measurements and control with contingency plans will also be discussed.
Company Profile
Tesco runs more than 2,300 supermarkets, hypermarkets, and convenience stores in the UK (where it is the market leader in food retail), Ireland, Central Europe, and Asia. Its operations include convenience and gasoline retailing (Tesco Express), small urban stores (Tesco Metro), hypermarkets (Tesco Extra), and financial services through Tesco Personal Finance. A global leader in online grocery sales, it owns a 35% stake in US grocery chain Safeway's GroceryWorks. It is the leading online grocery store and it is now expanding its business with a TV channel and a "retail based education institution.
SWOT and PESTLE Analysis of Tesco Plc
A Swot analysis giving an overview of the key internal and external factors pertinent to Tesco, was undertaken, appendix 1, and from this key strengths, weaknesses, opportunities and threats were noted. These were now further refined
| Strengths.1. Brand awareness2.Strong financial situation | Weaknesses1. Lack of...