The paper "The Market Opportunities - Tesco " is a perfect example of a marketing case study. Tesco is a U. K. based supermarket chain with a large number of stores and has differentiated from its core business as a grocery retailer and offers a wide range of home products (Zhao 2014). The firm’ s vision is to acquire a valuable position among its employees, customers, community, and shareholders. The company operates nearly 6,531 stores across the globe in 14 countries. Switzerland is a small and highly developed nation located in the centre of Europe and is perceived to be one of the globe’ s most attractive consumer markets.
The country is attractive because of the huge demand enabled by high purchasing power and trends in food purchases. The country’ s business analysis is conducted through PESTLE. The business environment analysis depicts a stable political environment with minimal political interference in businesses. Also, the economic and technological factors depict a highly skilled and tech-savvy population essential for the sustainability of Tesco in the long-term. The expansion of the company globally can be through; acquisitions, joint ventures, mergers, and Greenfield investments.
It is recommended that Tesco adopts the joint venture market entry strategy because of the benefits such as; local market knowledge and experience and local brand recognition (Ö zsomer 2012). The strategic options available for adoption by Tesco includes; new product development and market development. On the other hand, the strategic target positioning strategies that can be adopted by the firm as it enters the foreign market include; targeting strategy, segmentation strategy. Introduction The entry of a company into an international market is quite significant because of the benefits accrued by the firm due to the expansion inclusive of financial gains, gain in expertise, and benefiting from the interchange of cultural practices.
The increased globalization of trade and industry has increased the complexity and competition of businesses necessitating the need for effective strategies ensuring business survival. The growth of a firm internationally necessitates the evaluation of varied models of marketing and environmental assessment relative to the host country.
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