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Essay / Research Paper Abstract
This 3-page paper provides an analysis of Tesco's Fresh & Easy concept in the United States. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTtescosana.rtf
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Unformatted sample text from the term paper:
Easy" concept. The question we need to ask ourselves is whether the concept will be successful in the U.S., especially given the highly competitive state of supermarkets in the country.
Preparation Just by dint of preparation alone, Tesco should succeed. The company spent a lot of time studying the shopping and eating
habits of American families, even hanging around with some families for weeks at a time to record how they shopped, when they shopped and what they wanted from their shopping
experience (Economist 2007). It also tested mock stores in Santa Monica to study how consumers shopped (Economist, 2007). In other words, it had a pretty good idea about the habits
of its market when it opened its shops. Locations The problem here, however, was choice of outlets. Though Tesco opened its Fresh
and Easy stores in high-income areas, it somehow neglected South Los Angeles, claiming the store would be part of a development ad Adams Boulevard and Central Avenue (Los Angeles Times,
2007). That development would also include affordable housing, which hadnt, at the time, received all of its funding (Los Angeles Times, 2007). This didnt sit well with certain residents, especially
as Tesco was supposedly targeting what it termed as "food deserts." Research showed that applications for Fresh and Easy sites were mostly in middle-class and upper-middle class markets, with less
than 10% of those in census tracts that had high poverty rates (Los Angeles Times, 2007). Furthermore, most of the Fresh and Easy outlets are near already existing supermarkets (Los
Angeles Times, 2007). Whats also somewhat surprising is that this goes against the grain of what the companys web site is
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