Module MKT4220 GLOBAL MARKETING (UH COURSE CODE: 6FBS1366)

Programme BBUS
Session JAN 2021
Lecturer Dr Arasu Raman

% to the course 30%

Coursework Type Individual Assignment

Hand-out Date JAN 20TH 2021 Due Date MARCH 15TH 2021
Instructions *REPORT STRUCTURE:
Cover sheet to include:
 Module title; Code; your Family name; your first name; student id; Report
Title
 You should also include a contents page.
 You should follow a report structure using headings and sub-headings.
Include an appendix if necessary and a bibliography; these will not be
included in the word count. You must reference any sources of
information used.
 Make sure that the marketing theory learnt during the course is used to
explain parts of the research information gathered. Please make sure
that you read the assessment criteria so that you can see what
criteria your work will be marked against.

*REQUIRED WORD COUNT:

3,000 words in total, excluding references. The number of words written
should be given on the first page.

(Please refer to the attached document for the details of the Individual coursework specifications.)

Student’s declaration

I declare that:
 I understand what is meant by plagiarism.
 This assignment is all my own work and I have acknowledged any use of the published
or unpublished works of other people.
 I hold a copy of this assignment which I can produce if the original is lost or damaged

Name/ID Signature
1. SUVENDRAN MORGANASUNDRAN ( I19018149)

Learning Outcomes Assessed:

LO1 Analyse the global marketing environment through the use of models and tools;
LO2 Evaluate and apply global marketing strategies, plans and tactics to a range of global marketing
scenarios

TO BE COMPLETED BY LECTURER
GENERAL COMMENTS:

Penalty for late submission: 1 day – minus 20% of total mark awarded
2 days – minus 50% of total mark awarded
3 days – 0 mark for this piece of coursework

Mkt4220 Global Marketing Individual Assignment Cover Page

 Individual Assignment
(30%)

Tasks:

You are advised to gather information through the use of both annual reports and other
published sources about the Tesco Plc, UK.

Company in Nutshell:

Trade name TESCO

Type Public limited company
Traded as LSE: TSCO
ISEQ: TCO
FTSE 100 Component
Industry Retailing
Founded 1919; 101 years ago
Hackney, London, England, UK
Founder Jack Cohen
Headquarters Welwyn Garden City, England, UK
No. of locations 6,800 shops (2019)
Area served United Kingdom, Ireland, India, Czech Republic, Slovakia, Hungary, Malaysia
Key people John Allan (chairperson); Ken Murphy (CEO);
Ken Murphy (CEO-designate)
Products Supermarket; Hypermarket; Superstore; Convenience shop
Brands Jack's; One Stop; F&F; Booker; Makro; Premier
Revenue £63.911 billion (2019)
Operating income £2.206 billion (2019)
Net income £1.320 billion (2019)
No. of employees 450,000 (2019)
Divisions Tesco Stores Ltd.; Tesco Bank; Tesco Mobile; Tesco Ireland; Tesco Family
Dining Ltd.; Dunnhumby; Spenhill; Booker Group
Website www.tescoplc.com
Source: https://en.wikipedia.org/wiki/Tesco

The aim of the assignment is to demonstrate your understanding of how a global

corporation such as Tesco PLC manages its marketing operations across global markets
and cultures.

Mkt4220 Global Marketing Individual Assignment Cover Page

Your Report should identify as a minimum explanation of the following areas:
 Markets and positioning in those markets
 Competitors and it competitive position against them
 Marketing mix strategy in its chosen markets
 Recommended future marketing strategy if any

Further information and guidance:

Identify the Tesco PLC, UK’s market position and its strategy in the global marketplace.
You will need to gather information on its products, pricing, global communication, and its
location strategy and adaptation.

Explain whether the company is a market leader, market challenger, market follower or a
nicher and establish its ethical roles in the world market. This will enable you to consider
the company’s future strategic direction globally.
Identify the cross cultural implication of the company’s global marketing operations and
discuss its position with respect to marketing ethics.

Submission:
You must submit online via blackboard.

Failure to comply with any of the above will result in a penalty to your final grade.

Mkt4220 Global Marketing Individual Assignment Cover Page