Tesco is considering opening a new venture in Brazil. Brazil has a large population and economy with high GDP. It is experiencing growth in technologies but also has issues like deforestation. The document outlines using the SOSTAC framework for Tesco to enhance its brand image in Brazil, implement concentration and multi-segment strategies, use various marketing techniques, innovate products, and create a strong customer base to acquire customers at a low cost and increase sales per employee. Brazil represents a viable market opportunity for Tesco given its economic potential and adoption of technology.

2. Table of contents
 Introduction
 Macro environmental Analysis
 SOSTAC Framework
 Conclusion
 Reference List

3. Introduction
 Marketing can be termed as a crucial “business
function” for-profit and “non-profit” organisations..
Marketing principles are the “marketing ideas” that
organisations use for building effective “marketing
strategy” along with “promotional strategies.” Tesco is
trying to open a new venture in the country of Brazil.

4. Macro Environmental Analysis
 In political terms, Brazil is the most powerful country in
the South American continent. Brazil has vast potential,
as it is the member of “United Nations”, “World Bank”,
and “World Trade Organisation”.
 Brazil is a part of the BRICS
(Source: Sahoo, et al, 2019)

5. Macro Environmental Analysis
 Brazil has high GDP and export revenue.
 . Brazil is a diverse country.
 . Brazilians spend a huge amount of money on
commodities and branded products.
(Source : Teberga, 2018)

6. Macro Environmental Analysis
 Brazil is experiencing rapid growth in technologies .
 Brazil has been witnessing deforestation, air and water
pollution, oil spills and land degradation.
 Necessary license and paperwork is needed to open a new
business in brazil

7. SOSTAC Framework
 Tesco should enhance its “brand image.
 Tesco should implement the Concentration Strategy and Multi-Segment
Strategy to gain a competitive advantage over its rivals.
 Tesco can use “social media advertising”, banners and TV commercials.
(Source: Chaffey and Smith, 2017)

8. SOSTAC Framework
 Tesco should innovate their existing products to
deliver contemporary products to new customers.
 The local competition should be taken into
account along with the aspect of the changing
consumer’s needs.
 Tesco should provide a global offer to its
consumers while taking into account the local
related issues.

9. SOSTAC Framework
 Tesco can implement new technologies to manufacture its products at
a faster rate than usual. This will increase sales in a less time span,
which will increase the revenue figures of the company.
 Training activities should be conducted by the company to adapt to the
dynamic business environment .
(Source: Wood et al, 2017)

10. SOSTAC Framework
 Tesco should create a strong customer base in this
country by improving and renovating its logo and
creating a strong brand portfolio.
 The KPI of the overall activities of this new venture
will be the customer acquisition cost and the sales
per employee.
 CAC is the amount that the company has to spend
on marketing, sales and other related expenses.

11. Conclusion
 Brazil is a viable target for the project as the per capita
income of the people living in this country is high. It is
the member of some big and powerful organisations in
the world. This country is well introduced to
technologies which will help Tesco to conduct ad
campaign on both online and offline. This country is
very cautious about legal aspect and paperwork of
opening a business. This will help the company to be
free from any legal harassment in the future.

12. Reference List
 Armstrong, G.M., Kotler, P., Harker, M. and Brennan, R., 2018. Marketing: an
introduction. Pearson UK.
 Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
 Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
 Gbadamosi, A., 2019. Contemporary Issues in Marketing: Principles and Practice. SAGE
Publications Limited.
 Sahoo, P.K., Guimarães, J.T.F., Souza-Filho, P.W.M., Powell, M.A., da Silva, M.S., Moraes,
A.M., Alves, R., Leite, A.S., Júnior, W.N., Rodrigues, T.M. and Costa, V.E., 2019. Statistical
analysis of lake sediment geochemical data for understanding surface geological factors
and processes: An example from Amazonian upland lakes, Brazil. Catena, 175, pp.47-62.
 Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
 Teberga, P.M.F., Oliva, F.L. and Kotabe, M., 2018. Risk analysis in introduction of new
technologies by start-ups in the Brazilian market. Management Decision.
 Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE Publications Limited.
 Wood, S., Wrigley, N. and Coe, N.M., 2017. Capital discipline and financial market
relations in retail globalization: insights from the case of Tesco plc. Journal of Economic
Geography, 17(1), pp.31-57.

13. Thank You.