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Essay / Research Paper Abstract
This 15 page paper looks at Tesco in Ireland, considers the strategies they are using and then looks at the way that these leading to the marketing approaches observed and the way that they create value for the firm and for the customers. The bibliography cites 15 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEIREtesco.rtf
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Unformatted sample text from the term paper:
Ireland is a subsidiary of Tesco PLC with the core operations in the UK and an aggressive international expansion policy. Ireland was a logical expansion, with a similar culture to
the UK and a closer proximity, but the market is different and has proved problematic. The current operations in Ireland started in 1997 when Tesco acquired all of the Associated
British Foods retail operations with the exception of Primark for ?643 million (Vignali, 2001). In this transaction Tesco gained Powers Supermarkets Ltd as well as two subsidiary firms; Quinnsworth and
Crazy Prices (Vignali, 2001). However, this market entrance was not the first in Ireland, Tesco had attempted to enter this market many years before, as one of the first expansion
targets, but had found it difficult which resulted in the firm withdrawing from the market in 1986, with the stores sold on to H Williams (Parker, 1986). Interestingly H Williams
went on the collapse, which may indicate that Tesco made the right decision. By the 1990s the market pace has changed, and in entering the Irish market it is
highly likely that Tesco undertook a larger amount of market research in order to understand the market, to ensure that they could compete in a way that would attract customer
and gain their loyalty as well as add value to the company. 2. The Strategy of Tesco Ireland Tesco have been highly successful in the UK where they are
the dominant player, with the largest market share and a leadership position. When entering the Irish market the firm would not have these advantages, but there was the potential to
make use of the existing knowledge that had been gained in other markets. The strategy followed by Tesco can be seen as appealing to different needs and desires of the
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