Tesco, a British multinational company (MNC), has its headquarter located in Hertfordshire,
United Kingdom (UK). This multinational company owed its foundation to Jack Cohen in 1919, with
the start from a fairly minor booth in East End of London which sold extra foodstuffs. Nowadays, its
property consists of more than 6,700 outlets all over the world, offering service to tens of millions of
persons every week (Tesco, 2013a). Tesco is acting as the third biggest retailer in the world with
outlets in 14 nations worldwide, comprising of China, India, Malaysia, Korea, America, Ireland and
Slovakia. There are many kinds of goods and services offered by Tesco, for example fresh foodstuffs
and groceries items, electronics, clothes, household items, as well as financial services. Tesco’s
objective is at the expansion of the variety of its venture and the international diversification for a
solid and steady long-term development. Correspondingly, below are its corporate vision and main
tactical aims: the growth of the market in the United Kingdom, and the accomplishment of being an
effective global retailer in-store and online. Tesco ranks as the market leader and spends its primary
concentration on keeping this market share via the endearment of themselves to their clients through
the promotion of brand awareness and brand loyalty (Tesco, 2013b). As a result, their marketing
tactic is in alignment with the target of the promotion of brand loyalty.
This study has review Tesco, a giant in UK grocery industry, through the marketing mix, the
AWOT analysis, PESTLE analysis and Porter’s 5 Forces. Tesco has presented itself as the market
leaders by its numerous successes in international markets by entering into emerging and Asian
markets. However, it is indicated that the international expansion has distracted the Tesco
management form its UK core business. In order to ensure its sustainability, it is recommended to
regain main focus on UK core businesses, more diligent researches prior to market, more objective
and structured marketing strategies and rejuvenations of internationalization processes.
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