Unit 39 P6
Tesco has a good progress and their strategy is made up of of five elements:
To be a successful international retailer
To grow the core UK business
To be as strong in non-food as in food.
To develop retailing services - such as Tesco Personal Finance, Telecoms and Tesco.com
To put community at the heart of what we do.
International marketing is when a company makes one or more marketing mix decisions across borders I.e France-England. Sometimes a business will set up a overseas office instead of operating from the original country, this is so that the business may start marketing strategies across the world with ease.
Decisions are made at the headquarters and these choices will affect the business marketing campaign internationally. Sometimes Each head office in the country where they do trade will market their own campaigns. This means there are different campaigns in different countries this is done because the language id different, and the culture in each of the country's. It’s not always one marketing campaign for all countries.
The marketing campaign is made up of the marketing concept for example: the pricing of the product, the product itself, the placement of the product and the promotion of the product. Talking about all of those examples and going in detail on each one will bring you the basics of the marketing campaign.
When the business markets internationally they have to take into account the customers needs and how to meet them, this is often done with a lot of research and information such as questionnaires and analyzing the market’s buyers. They have to take those points into account so that the marketing strategy works internationally.
A basic marketing strategy is made up of the four “P’s”. These are:
1.The product - what product to pick
2.place - where is best to set up
3.price - how much you will charge and promotion
4.Promotion - how you will sell