Tesco in China: How Could Things Go So Wrong?

Analyze the Chinese market and make recommendations for Tesco’s marketing strategies.

You are hired as a marketing consultant to Tesco in China. Your main responsibilities are to analyze the Chinese market and make recommendations for marketing strategies moving forward after its significant failure in the Chinese retail market. You are to write a business report for Tesco.

• What is the main marketing problem or the key marketing issue?
• Analyze the macro-environment TESCO is facing in the Chinese retail market using the PESTLE framework.
• After identifying the key trends in relevant PESTLE elements, which occur in the Chinese market, conclude the main opportunities and threats imposed on TESCO’s operation in the Chinese market.
• Identify the target segment (customers) for Tesco.