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Essay / Research Paper Abstract
This 4 page paper looks at the factors influencing the new set up of Tesco in the US with the new brand ‘Fresh & Easy’. The potential success of Tesco is considered after looking at factors such as the way they are competing and the competitive environment. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEtesUS2.rtf
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Unformatted sample text from the term paper:
the dominant supermarket in the UK Tesco has gown it is unsurprising that there has been a pull to other markets. International expansion started out in a modest way, entering
Hungary in 1994, then Ireland in 1997, a country it had previously pulled out of, other markets entered include South Korea, China and the Czech Republic (Tesco, 2009). The ability
to grow quickly, attract consumers and benefit from existing core competences has been a key to the success of these expansions. However, one of the most difficult markets that the
firm has entered has been the US and it is not yet certain that Tesco will succeed in this market. Difficulties of the US Market
The US is a market may UK firms have tired to enter with many failing to gain market share or attain the same level of success that
US firms have been able gain in the US. Pret a Manger is a good example of this, although popular in the UK the concept did not transfer well. However,
Tesco have adopted a different strategy in the US, instead of entering using the dominant format in the UK; the large superstores, they have adopted a more modest approach with
the use of small neighbourhood stores called Fresh &Easy, focusing on California, the most recent openings being four new stores in Pasadena (The Food Institute Report, 2009). Tesco Competitive Strategy
in the US The firm has entered the United States with the aim of using a differentiation strategy in order to gain a
competitive advantage, as well as committing to bring food stores to areas where other supermarkets have avoid, such as low income areas the firm is also trying to introduce a
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