Contents

• Executive Summary 3
• Introduction 3
• Growing scopes of supermarkets in China 3
• Expansion of Tesco in Emerging economies 4
• Tesco in china 4
• Methodology 5
• Strategic marketing audit and findings 5
• Porter’s five forces 5
• Industry rivalry 5
• Bargaining power of the suppliers 6
• Bargaining power of the buyers 6
• Threats of the new entrants 7
• Threats of the substitute products and service 7
• Summary of the Porter’s Five Force analysis 8
• PESTLE 8
• Summary of PESTLE 9
• Analysis of the opportunities and threats 9
• Strategic options 10
• Concept of Branding 10
• Brand positioning through differentiation and innovation 10
• Co-branding 11
• Promoting the brand Tesco 11
• Culture and branding 11
• Strategic Recommendations 12
• Conclusion 13
• Bibliography 14
• Annotated Bibliography 15

Description

The major focus of the report would be on the branding strategies of Tesco in terms of the adjustment the company requires to do for establishing into a country which is different in culture and customers expectations. Currently China is a strong emerging market which has increased the interest of the retail giants like Tesco to enter into the province with strong brand presence to get substantial market share and earn profitability. Since China possesses a very different and diverse culture from that of the European markets, the branding of Tesco in China would require a thorough strategic audit for understanding the microenvironment of the new market. Tesco has made entry to the market of China initially without a success.
This is because the company has not been employing its own brand name as well as products in the strategic alliances with the Chinese counter of the business and hence failed to comprehend the Chinese market at large. Tesco is currently pursuing to establish the company into the China market inclusive of their branding activities for promoting its brand of products and goods through promotions and advertisements for making a success story.