I will send the question to writer direcly Assignment

I will send the question to writer direcly - Assignment Example The traditional marketing mix is considered to be the 4 Ps – product, price, place and promotion. For service industries, a further 3 Ps were added (McGrath, 1986) – people, physical evidence and processes. For the purposes of this essay, the focus will be on the four Ps, with their international variations considered as they apply to Tesco later in the essay. Keegan and Green (2011, p.399) define a product as â€Å"a good, service, or idea with both tangible and intangible attributes that collectively create value for a buyer or user†. One of the key attributes associated with a product is branding, which can be useful for organisations extending operations overseas. Price is defined as â€Å"a function of the demand for the product as determined by the willingness and ability of customers to buy† (ibid, p.365). For international markets, consideration must be given to price floors, price ceilings and optimum pricing. Place is â€Å"the availability of a product or service in a location that is convenient to a potential customer† (ibid, p.399) although it can also include the when and how products and services are available as well. Promotion refers to â€Å"all forms of communication used by organisations to inform, remind, explain, persuade and influence the attitudes and buying behaviour of customers and othersâ €  (ibid, p.431) and includes a wide variety of options, all of which should be used to convey and reinforce a consistent message. Tesco plc a leading food and grocery retailer in the UK operating out of 4,331 stores in 14 countries worldwide: the UK, other European countries, the USA and Asia (Datamonitor 2010b p.15). It is one of the major retailers within the UK food industry, within which hypermarkets, supermarkets and discounters hold a 61.3% by value of the market (ibid p.10). Within the UK, Tesco is perceived to have reached the extent of its expansion, so is now seeking overseas expansion to increase its