Global marketing strategy and product launch

Global marketing strategy and product launch Essay example
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Name: University: Course: Tutor: Date: Executive summary This report gives the description on the consideration of Tesco PLC a biggest retail chain store in UK in expanding into the overseas markets in Kenya. Various topics are discussed including the background of the company and its current situation and the overseas markets it is considering to expand to.


The report concludes by highlighting the possible problems likely to be encountered in the expansions and goes further in giving the recommendations on the overcoming these challenges. AUDIT Company background Tesco PLC is one of the leading companies among the food retailers in United Kingdom with a market share of 15% , the company not only sell food items but also other products including clothing, housewares , alcoholic beverages and gasoline. This company has its major markets in United Kingdom, Wales and Scotland where it has over 550 supermarkets where about 250 are superstores, it also operate in other countries under the various brands and a major independent gasoline provider in United Kingdom and because of its expansions of its operations and market it has emerged to be among the top multinational companies in United Kingdom. Tesco Stores limited was found in 1932 and has grew rapidly and for a number of decades it has grew rapidly, this was attributed by the acquisition of various grocery chains and the development of superstores which offered a variety of food and other non-food goods which were relatively less expensive. During 1970s the company has a slow because of the intense competition from other companies like J.Sainsbury PLC. ...
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