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Essay / Research Paper Abstract
In late 2007 Tesco entered into the US supermarket industry launching Fresh and Easy. This 4 page paper looks at the strategy and progress of the firm by 2009 and assesses the chances of Tesco making a success of the US market. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEtescoUS.rtf
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Unformatted sample text from the term paper:
supermarket acquired by Wal-Mart in 1999, which had a 16.8% market share (Braithwaite, 2008). With this type of leadership and the competitive intelligence and resources that are needed to attain
and then retain this position they are likely to be in a good position to support international expansion, and with a major dominance in the home market it may be
argued that significant growth is most likely to be achieved by entering new markets. Tesco has some experience at adapting for international markets, as seen with the successes that the
company has had in Korea. This means that when entering the US the firm did have international experience. However the US is a very different market, despite a similar language
and culture. This has meant that there have been difficulties faced, and it is not yet certain that the USA venture will successful.
The establishment of Fresh and Easy is making headway, but has not be as fast to take of as expected (Orgel, 2008). Tesco have an aggressive growth strategy,
but as they are finding in the US organic growth can be slow, and despite the successes it is going to take time to increase market share and be in
a position where they can become a dominant player in the US market, this is also going to take investment and effort.
By June there were 115 Fresh and Easy branches open in the US, another 62 should be open by the end of the year (MMR, 2009). The expansion is underperforming
so far, it was expected that losses would amount to ?142 million for the last year, but so far they are amounting to ?142 million (MMR, 2009). The problem is
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