International Investment Analysis Essay Example | Topics and Well Written Essays - 2000 words

International Investment Analysis - Essay Example Present Situation of TESCO The company has a worldwide presence in China, India, Hungary, Slovakia, Czech Republic, Poland, Ireland, North America and many other countries. The company employs 300,000 people and operates 3,000 stores worldwide (TESCO Plc, 2013b). The company operates 200 stores in UK itself and offers a varied range of food items (Gargeya, V.B. et al., 2012). It is the leading brand of food retailing in UK followed by Everyday Value. Tesco has always believed that the strategy of the company needs to be revised as per the changing taste and preference of consumers. The company earns 25 percent of its revenue from countries outside UK (Martin and Thompson, 2010). The underlying objective of the company is to earn higher amount of profits but their strategies are usually customer oriented. Tesco believes in improving the customer service by responding to the customer needs and wants. TESCO believes in innovation and expansion in the UK grocery market and convenience st ores electronics, clothing, beauty health and wellness and retail services like personal finance and telecom products. These strategies are followed by TESCO to strengthen its market position in UK and other countries. The stores are usually renovated from time to time, in order to give customers a warmer and refreshing feel in the stores. TESCO products are usually low priced and of better quality. The company believes in undertaking environmental and social responsibilities. It publishes its corporate social responsibility charter every year. Macroeconomic situation Prior to recession, TESCO’s sales were ?42 billion in the year 2006, which was an increase in profit by 13.2 percent from the financial year 2010-2011. The market share of TESCO was 31.4 percent, which was even more than the market share of ASDA Walmart that was 16.7 percent (Henry, 2008). Figure 1: Market share of UK supermarkets in the year 2006 (Source: Henry, 2008) The company was reaping profits and was mak ing considerable amount of sales before recession. This was mainly due to the marketing team of TESCO which monitored the trend of external environment and provided innovative products and solutions to customers. The brand became so popular among the residents of UK that customers had created a brand loyalty towards the company (Haerifar, 2011). From the above graph, we can observe that the dominant supermarket was TESCO in the year 2006 followed by ASDA Walmart and Sainsbury. After recession had penetrated into the markets of USA and UK in the year 2008, the company TESCO witnessed a slow growth (English, 2009). Majority of its revenue was coming from the overseas markets and it was facing a stiff competition from the supermarkets of UK like ASDA Walmart, Morrisons and Aldi. Although, TESCO claimed that there was an increase in sales by 11.7 percent in the fourth quarter of the year 2008 (Thompson, 2008) economist believed that TESCO was not able to reach its sales target. To add t o the woes of TESCO, the government had also increased the Value Added Tax (VAT) rate and excise duty (Peston, 2012). The net sales of TESCO was ?51.77 billion in the year 2008 compared to ?59.46 billion in the year 2009 (TESCO Plc, 2013a). TESCO is slowly recovering from the recession and

Marketing Management of Verizon Wireless Case Study

Marketing Management of Verizon Wireless - Case Study Example Consumer analysis is an important part of the market strategy. Every marketing campaign is aimed at consumers. In order to develop an effective marketing strategy, it is important to understand the buyers' needs and wants to be attached to a product. In order to understand how consumers actually make their buying decisions, marketers must identify the motivators and the decision-makers. The aim of the report is to undertake a thorough analysis of the marketing strategy of the Verizon Wireless. In order to undertake the analysis, secondary data is used. Adding recommendations for the improvement of the marketing practices of the Company has increased the effectiveness and usefulness of the report. The main strategy of the Verizon Wireless is the constant introduction of new ranges of products and services to the customers. Hence the company uses the strategy of product differentiation. The company keeps on innovating new packages fulfilling the demands of all ages from youngsters to a dults. The market share of the Verizon Mobiles has been increased at a tremendous level in 2005 outperforming all its competitors in 2005. The Company has remained innovative from the beginning, which is key to its success. The Company furthers aims to get the profits from ethics and to build the brand across the US. The purpose of branding is to achieve a market position that will represent a sustainable competitive advantage. Companies are increasingly extending the line of variants available under a given brand, resulting in a family of related offerings. The reason for this is essentially economic and Verizon Wireless has gained many such advantages by successful introducing a range of products.   Product development is ongoing and the company keeps on introducing new packages according to the needs of customers. The latest introduced in September. The Company has a strong brand name, which can be used as an economic benefit in the future but the two important factors should be prope rly addressed: 1. The benefits from the brand 2. The expectations of the target markets. Advertising, as a form of social communication, is particularly reflective and indicative of culture and its norms. To the extent that advertising does reflect cultural differences, and there exist clear differences between distinct cultural patterns, advertising appeals, which are specific approaches advertisers use to communicate how their products will satisfy customer needs (Arens & Bovee, 1994), should manifest such differences across these countries.