Globalisation of Tesco Free Essay Example, 1500 words

Globalization Of Tesco Globalization of Tesco It is very necessary for any company to set marketing strategies in such a way that the business gets a broader customer base, i.e. a large clientele, from all walks of life. Marketing trends are wholly based on the wants and needs of customers. To make business profitable and expandable it is essential to keep up with the demands of customers and cater to them properly. Britain’s famous retailers Tesco and the French retailer Carrefour are competitors and have been vying for the best spot (second in this case) for a long time. Both of these brand names have not only established a broad customer base in their homelands, but are also well established in other regions around the world. If we analyze the spread of Tesco and that of Carrefour, we can see that Carrefour has indeed taken a lead when it comes to establishing a global presence. The consideration of the marketing strategies of Tesco and Carrefour is very important to analy ze the impact that they have upon their customers. By conducting an analysis of the retail marketing it was identified that the only reason Tesco was able to pull a large clientele was because of its effective and flexible marketing strategies, which were designed by specifically defining customer’s needs and making the customer’s choice a preference. We will write a custom essay sample on Globalisation of Tesco or any topic specifically for you Only $17.96 $11.86/pageorder now The strategy employed by Tesco involves the use of many different deals and schemes, which gives customers a lot of options to choose from, and therefore keep the customers happy. In retail business, a happy and satisfied clientele means a lot of customers coming back again for business and this is what is happening with Tesco. They are earning profits at a growing rate and they are capitalizing on the growing profits by global expansion of their business (Zoratti & Gallagher, 2012). When it comes to the world market it can be observed that both of these retailers are big contenders eyeing for the first place in retail category. Although there are giants present in the market in the likes of Wal-Mart, for instance, but then again they are yet to expand globally. The only country they are operating in besides the US is Canada (Lal, Quelch & Rangan, 2005). The start of Tesco as a retailing business was not a glamorous one. They had started as a chain of market stalls, and then expanded by opening shops. Currently they are the biggest retailing store in England as they now consists of extra stores, hyper markets, metros, home plus and Tesco Express.