Marketing mix is a concept that Tesco uses to get a required response from their target market. They use a set of controllable variables to achieve this: Product, price, place, and promotion. There is a certain standard for each of these "P's" that Tesco strives to maintain despite the market they are working in or entering i.e. The UK or China. By manipulating product, price, place, and promotion as dictated by a particular market and it's consumers, Tesco are able to maintain their brand standard while also adapting to the changing variables of individual market areas.