MARKETING STRATEGIES

Marketing Strategies



EXECUTIVE SUMMARY

The phenomenon of globalization urges an organization to expand its business. In order to expand the business it is important to devise strategies according to the requirements of the new country. This paper talks about expansion of Tesco store in Pakistan. Tesco is chosen because stores like Tesco are difficult to find in Pakistan. There are positive prospects that promote Tesco to open up its branch in Pakistan. Product line of Tesco is so wide and it offers affordable prices to the customers in UK. To operate in Pakistan, they should not introduce the business with the same product line because of several reasons which are discussed in the paper. The paper also talks about communication strategies that Tesco should adopt to create brand awareness in Pakistan.

Table of Contents

Introduction4

Situational Analysis5

About Tesco5

SWOT of Tesco5

Strategies that is making Tesco a success story6

Products and services that Tesco offer6

Segmentation7

Price positioning8

Tesco centralizes distribution9

Current media and communications10

Objectives of Tesco10

Implementation10

PEST Analysis11

Political Factor11

Economical Factor11

Social Factors12

Technological Factor12

Product Development Strategies12

Standardization or adaption of the product12

Segmentation13

Communication Strategies13

TV advertisements13

Billboards13

Sponsoring Events14

Recommendations14

Product Innovation14

Cause Related Marketing14

Be an Efficient Task Performer15

Anthropologies of Innovation15

Consumer Backlash15

Future Research16

Marketing Strategies

Introduction

In today's world where entrepreneurship and owning your own business is considered as the latest fashion to acquire wealth and status we see a lot of new businesses launching every month and every year but only few of them are able to maintain their position in the cutthroat competition and rivalry. Maintenance of the success of the business totally depends on the strategies a business owner adopts to operate it and strategies are the nub that decide the success or failure of an organization. The main objective of this paper is to select a country and launching a product in that country. The accomplishment of this objective would reflect how an organization can expand the business with the aid of its effective and efficient strategies.

To fulfil the objective of this paper, the chosen service is of a store. This store would be of a franchise of Tesco that would be opened up in Pakistan. The first and foremost reason to choose this service is that in Pakistan there are very few such stores and this product would be new for the market.

The reason to select Pakistan is that there are positive future prospects of growth and expansions in Pakistan. In Pakistan, there are only two such stores that are operating currently. The progress of these two stores is not so very good due to their ineffective branding and marketing strategies. However, the people did show an immensely appreciable response when these two stores initially launched.

Situational Analysis

Before taking embark on the launching strategies and marketing strategies of Tesco store in Pakistan, it is imperative to consider and analyze the current situation and current condition of Tesco from variegated aspects.

About Tesco

Tesco came into existence in 1919. It was Jack Cohen's idea that gave rise to such a huge and gigantic organization. Tesco is involved in grocery and general merchandising ...