BUSINESS

International and Strategic Marketing

International and Strategic Marketing

Introduction

Every business has its strategies and plans at hand in order to achieve their goals and objectives both at long term and at short term. One can say that most of the organizations in this world strive for high revenues and share holder satisfaction, and this hunger for revenue and success is the reason which keeps an organization on it toes and against its competitors. No matter if the organization is small or large, international or not every organization makes strategies at through which they are meant to achieve their goals in the future, and if these strategies are not fully worked out, the consequences can be devastating (Baker, 2004, pp.56).

The company that I have chosen to conduct strategic analysis is Tesco. Tesco PLC (Public, LON: TSCO) is an international seller. The company is engaged in retail and related activities, in the United Kingdom, the Republic of Ireland, Hungary, Poland, the Czech Republic, Slovakia, Turkey, Thailand, South Korea, Malaysia, Japan, China, and the United States (Conner, 1993, pp.135). Today it is the third largest global retailer based on revenue, behind Wal-Mart and French Carrefour, but the second largest based on profit, ahead of Carrefour.

Situational and Market Profile

Products

The company has two business segments, retail and financial services. Services of retail channels include online shopping company, tesco.com and Tesco Direct, Telecommunications, Tesco Personal Finance (TPF), and business consumer research:

Products

Services

Brands

Food

General merchandise

Electrical goods

Clothing

Household goods

Home furnishings

Petrol

Online sale of products

Telecommunication services

Financial services

Pharmacy services

Broadband internet services

Cherokee

F&F

Healthy Living

Value

Tesco standard

Finest Tesco

Competitor Analysis

Tesco continues to grow ahead of the market regardless of the recovery stories and bid speculation at Sainsbury's and Morrison. Forecasts suggest that Tesco Extra will account for 110% of net space addition in the United Kingdom over the next five years. Tesco currently has 147 Extras (Tesco's hypermarket format), representing 37% of U.K. space. Finally, customer satisfaction with range, convenience and pricing has improved across categories.

Sainsbury's has the potential to emulate Tesco in terms of store expansion or conversion, however, it is estimated that Tesco's established capabilities in non-food, as well as its clear value positioning will allow it to maintain the momentum it currently enjoys and continue to build volume and market share (McTaggart, 2006, 8-10).

Industry Trends

Marketing creates problems for retailers, despite the competitiveness on the market. A marketing plan is the basis for the revival of the company, to provide a new direction for your business. Tesco plc is a global general merchandising retail and grocery store (Terry and Phillips, 2008, pp. 89-102). After Wal-Mart and France's Carrefour, Tesco plc is the third major global retailer with respect to revenues.

Initially, the company specialized in the trade of food and beverage, but later he expanded segments, such as food, clothing, electronic, telecommunications, services, health, home and car insurance, dental plans, funding. Tesco works and in its separate segments around the world, but it is necessary to have a competitive marketing plan to use existing opportunities in the global ...