Proposed Market Entry Strategy Marketing Essay

United kingdoms retail market for nutrient is extremely competitory and highly sophisticated. During the past three decades the market has progressively become to be dominated by the large four of Sainsbury, Asda, Tesco and Morrisons at the disbursal of the independent sector and smaller specializer grocers, meatmans or bakers.

The major ironss have led the market into out of town retail composites and into bigger and bigger shops with wider and wider merchandise ranges. From basically nutrient retail merchants the large four have become retail merchants of white goods, brown goods, place trappings, IT Equipment and much more. Home bringing is normally available as is on-line shopping, insurance services and vesture scopes.

Having done a great trade to damage the High Street by such tactics the major ironss later diversified into convenience shops in town Centres, at railroad Stationss and gasoline Stationss further squashing the little independent operator and spread outing their portion of the market.

Today a clear market leader has emerged in the form of Tesco Plc which has built a dominating place in the UK. Already about twice the size of its nearest challenger it accounts for about ‘1 in every ‘7 spent by British shoppers. One effect of this sustained growing is that Tesco is progressively meeting barriers to farther enlargement within its place market.

As the UK ‘s taking nutrient retail merchant Tesco Plc has for some clip been developing schemes to turn to retailing chances consistent with its nucleus competences and concern focal point beyond the boundaries of the UK.

These schemes have led the constitution of Tesco Stores in 12 states outside the UK including China, Japan, Hungary, Poland, South Korea and Thailand. This scheme has seen Tesco built the concern into the figure three supermarket globally.

In 2007, Tesco opened its first shops in the United States of America in an ambitious enterprise. ‘If you look at the graduated table of the chance here ‘ claims Tim Mason, Chief Executive, ‘it could be transformational for Tesco ‘ . ‘If Fresh & A ; Easy ( the trade name developed for the US market by Tesco Plc ) is successful it will be the most exciting thing in retail saloon none ‘ .

The first shops, near Los Angeles, are portion of a vision to make circa 1,000 shops bring forthing about ‘4.9 billion of one-year gross revenues. The Fresh and Easy expression is for a concatenation of convenience shops in urban countries served by 600,000 sq ft distribution Centres. In line with its traditional focal point on monetary value, quality and value Fresh and Easy claims to be 25 % cheaper than its supermarket challengers.

Sir Terry Leahy, Chief Executive of Tesco Plc has said he wants to put ‘1.25 billion over the following five old ages constructing the concern by spread outing in California and has hinted at much broader aspirations, proposing that Fresh & A ; Easy could stretch right across the United States.

Beginnings: The Times, October 3rd 2007 Business Section, Tesco begins its American dream by seeking gold in California.

The Indian Economy

The degree of sustained growing achieved by the Indian economic system over the past decennary and more is genuinely astonishing and the impact of its booing fabrication and services sectors is transforming Indian society at an unprecedented rates.

India is the universe ‘s largest democracy and has, since its independency in 1949, maintained a stable legal system with an independent bench, invested to a great extent in instruction and preparation constructing a affluent in-between category that rivals or exceeds Europe ‘s in footings of population size and richness. Developed vibrant IT and Services Industries based upon good educated and by and large English talking in-between category. The state has besides developed its technology and heavy industry base but its economic system is less dependent upon low cost fabrication ( although this remains a important country of activity ) than that of China for illustration where India can happen it difficult to vie. India ‘s population is forecast to spread out steadily as is shown below.

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India Demographic profile

Medium discrepancy 2000-2020Indicator 2000 2005 2010 2015 2020

Population ( 1000s ) 1 046 235 1 134 403 1 220 182 1 302 535 1 379 198

Male population ( 1000s ) 543 085 587 618 630 588 671 624 709 543

Female population ( 1000s ) 503 150 546 785 589 594 630 911 669 655

Population sex ratio ( males per 100 females ) 107.9 107.5 107.0 106.5 106.0

Percentage aged 0-4 ( % ) 12.2 11.2 10.4 9.6 8.8

Percentage aged 5-14 ( % ) 22.8 21.8 20.3 19.1 17.9

Percentage aged 15-24 ( % ) 19.2 19.3 19.3 18.7 17.8

Percentage aged 60 or over ( % ) 7.1 7.5 8.0 9.0 10.2

Percentage aged 65 or over ( % ) 4.6 5.0 5.3 5.8 6.7

Percentage aged 80 or over ( % ) 0.6 0.7 0.8 0.9 1.1

Percentage of adult females aged 15-49 ( % ) 51.0 51.8 52.7 53.2 53.4

Median age ( old ages ) 22.7 23.8 25.0 26.5 28.1

Population denseness ( population per sq. kilometer ) 318 345 371 396 420

Beginning: Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, World Population Prospects: the 2006 Revision and World Urbanization Prospects: the 2005 Revision, hypertext transfer protocol: //, Monday, December 10, 2007 ; 7:13:56 AM.

As India ‘s economic system develops in springs and bounds it is going to be seen as a really attractive market for many prima international concern. The IT sector non merely exploits the cost efficiencies of India call Centres but makes usage of the proficient proficiency of Indian alumnuss in computing machine scientific disciplines and a wide scope of related subjects.

However the Indian market is non amongst the universes most unfastened and barriers to entry remain, many of them are important. Sir Richard Branson, Chairman of Virgin Group has described the Indian market ‘as one of the universes most protectionist ‘ .

Increasingly such barriers are going to be seen as falsifying trade and there is a turning tendency towards their remotion. This is progressively the instance with some of the more dynamic economic systems as continued success in export markets could be undermined unless they are willing to open their ain markets to competition.

It is hard for illustration to accommodate such protectionist policies which denies British concern entree to Indian markets with the possible acquisition of Jaguar and Land Rover by Teta or Mahindra & A ; Mahindra of India which is presently under consideration by Ford. As India becomes and an progressively powerful inward investor in international markets such constabularies will go unsustainable.

Significant population displacements are afoot with a modern equivalent of the Britain ‘s Industrial Revolution transforming Indian Society. The migration of the population to the metropoliss and off from the rural landscape is unprecedented and possibly merely exceeded by that underway in China.

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The metropoliss are vivacious and being transform by huge degrees of investing and modernisation. And with this dynamic procedure really important chances are opening up for international concerns to perforate the Indian market.

The high tech industry is already good represented and many foreign companies are measuring India ‘s disconnected retail market which is presently estimated to be deserving $ 350 billion and is projected to duplicate in size by 2015 ( Beginning: The Times, UK Business subdivision November 14th 2007, M & A ; S in negotiations with possible spouses to hike portion of Indian market ) . Carrefour, the Gallic hypermarket giant will unveil its programs for the Indian market following twelvemonth, Wal-Mart are already at that place in a trade with Bhaarti and Tesco needs to find its policy as a affair of urgency if it is non to let its rivals to steal a March on it.

Market Entry Strategy

Tesco is now an established international administration with operations in Europe, Asia, and North America and is turning quickly. The Indian market may good turn out to be critical a conflict land in position of the size of the chance it provides and the possible menace posed by Tesco ‘s major international rival ‘s entry into this market.

Market Entry Methods

There are a scope of possible paths by which Tesco could come in this market. Ideally Tesco should prosecute a scheme of ‘Direct Investment ‘ and have full control of its operations within India. Whilst such a scheme carries the greatest hazard it besides provides the greatest wages and, most crucially, protects the unity of the concern and the trade name. Tesco has the fiscal resources, expertness and experience to make so and has late demonstrated its ability and proficiency in come ining new, competitory markets with the extremely successful debut of Fresh & A ; Easy into North America.

Maximum Risk/Reward? ? ? Direct Investing

Joint Venture

Direct Exporting


Indirect Exporting? ? ? Minimum Risk/Reward

Beginning: International Business, Second edition, S Wall & A ; B Rees Chapter 10, International Marketing, Fig 10.2 Market Entry Methods

The barrier to such a scheme is the Indian Government ‘s policy of restraining individual trade name retail merchants to no more than 51 % in a joint venture with local spouses whilst forbiding them from independent entree to the market. Now might good turn out to be the optimal clip for the protectionist policy to be challenged with turning inward investing by Indian concerns in the UK economic system as celebrated above. In the event that this is non possible or that it will take a drawn-out timeframe to carry through ‘Joint Ventures ‘ should replace ‘Direct Investment ‘ as the preferable path to the Indian Market.

This takes us to Phase 3 of the Major International Marketing Decisions continuum,

Major International Marketing Decisions

? Phase 1

Deciding whether to internationalize Assessment of planetary market chances

Commitment & A ; Competences for internationalization

? Phase 2

Deciding which markets to come in Market potency in parts, states, sections



International Market Research

? Phase 3

Deciding how to come in foreign markets Nature of merchandise ( standard V composite )

Behaviour of intermediaries/competitors

? Phase 4

Planing the international selling programme Buyer behavior

Competitive patterns

Distribution channels

Media & A ; promotional channels

? Phase 5

Implementing, co-ordinating, commanding the international Marketing programme Negotiation manners

Gross saless by merchandise line

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Customer type, part

Contribution borders

Beginning: International Business, Second edition, S Wall and B Rees. Chapter 10, page 310, fig 10.1.

this provides a valuable model for developing scheme and concentrating research.

Think Global, Act local

Although progressively international in footings of range Tesco Plc does non place itself along side Coca-Cola, Marlboro, Nike or Gillette as an basically planetary trade name. Despite Professor T Leavitt ‘s theories on globalization most merchandises and services require some grade of version if they are to run into the demands of new markets.

Global Marketing Pros and Cons

Advantages Disadvantages

Economies of graduated table Differences in consumer demands, wants and usage forms for merchandises

Lower Selling costs Differences in consumer response to marketing-mix elements

Power and Scope Differences in brand/product development & A ; competitory environment

Consistency in trade name image Differences in legal environment

Ability to leverage good thoughts rapidly Differences in selling establishments

Uniformity of selling patterns Differences in administrative processs

Beginning: Selling Management, 12e, P Kotler & A ; K Lane Chapter 21 Tapping into planetary markets, table 21.1

The agencies of come ining the North American market chosen by Tesco ‘s demonstrates its apprehension of the challenges associated with such activity and of the important importance of understanding your client and their demands. These accomplishments will be critical in developing the most appropriate selling mix for India.

Five International Product & A ; Communications Strategies


Do non alter Product Adapt Product Develop New Product


Do non alter Communicationss

Straight Extension

Merchandise Adaptation

Merchandise Invention

Adapt Communications

Communication Adaptation

Double Adaptation

Beginning: Selling Management, 12e, P Kotler & A ; K Lane, Chapter 21 Tapping into planetary markets, fig 21.3.


Both the merchandise, likely based upon the ‘convenience shop ‘ doctrine, and concern theoretical account, and the publicity will necessitate to be adapted for the Indian market topographic point and this will necessitate the same degree of attending to detail and high quality research and development which underpinned Fresh & A ; Easy ‘s entry in to North America. Here market research workers really live with consumers, in their places to derive penetrations into their demands and life style.

An appropriate spouse with in-depth cognition of the Indian market would turn out priceless here but it is far from clear that such a degree of expertness is available.

Monetary value

At the bosom of the Tesco Brand has ever been a acute monetary value proposition, ‘Every small aid ‘ , and this nucleus value will underpin pricing policy in the Indian operation. The mark audience will be the urban in-between category with a gustatory sensation for westernised merchandises and services but value and quality will besides stay nucleus to the proposition and the merchandise mix will reflect local gustatory sensations.

Topographic point

The quickly modernising metropoliss of India and in peculiar the quickly spread outing Centres of economic activity, will organize the geographic focal point of the entry scheme. As with Fresh & A ; Easy the catchment country for each shop and for the distribution Centres will necessitate careful and thorough analysis. This is an country in which Tesco has unrivalled expertness but the differences within the Indian market will be critical considerations and the handiness of dependable and sustainable substructure crucial. It is non thought that there is meaningful potency for Tesco ‘s manner or quality of retailing outside of the major metropoliss.