Tesco Marketing Strategy
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Tesco international Business strategy
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Tesco 's Globalization Strategies and its Success in South Korea
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http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/Tesco%20Globalization%20Strategies%20and%20its%20Success%20in%20South%20Korea.htm
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Abstract The case focuses on the UK based Tesco 's globalization strategies and its successful foray into the South Korean market. One of the largest retailers in the world, Tesco 's initial experiences with globalization was not successful. However, subsequently Tesco started localizing its stores and products according to the international markets. It entered South Korea in the year 1999 by forming a joint venture with a well established local retailer -Samsung. The joint venture helped Tesco acquire in-depth knowledge of the market and also helped it acquire the best store locations. Tesco began operating in the country under the well established 'Home Plus ' banner. Tesco localized its stores according to the preferences of the Korean consumers and brought in some of its global best practices into the country. | |
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The company 's operations grew rapidly in South Korea and it emerged as the second largest retailer in the country
"They (Tesco) have adapted their store formats very well and have been very good at working with local management. They do have an extremely clear idea about what their business is about, but they are not macho about how they apply it. There are some firms that if they buy a company in another country, putting their brand name on it as quickly as possible is almost a source of corporate pride."1
- Rita Clifton, Chairman, Interbrand2, in 2006.
"Samsung Tesco and BAT Korea can be seen as two of the biggest overseas successes. They
Tesco international Business strategy
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Tesco 's Globalization Strategies and its Success in South Korea
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http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/Tesco%20Globalization%20Strategies%20and%20its%20Success%20in%20South%20Korea.htm
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Abstract The case focuses on the UK based Tesco 's globalization strategies and its successful foray into the South Korean market. One of the largest retailers in the world, Tesco 's initial experiences with globalization was not successful. However, subsequently Tesco started localizing its stores and products according to the international markets. It entered South Korea in the year 1999 by forming a joint venture with a well established local retailer -Samsung. The joint venture helped Tesco acquire in-depth knowledge of the market and also helped it acquire the best store locations. Tesco began operating in the country under the well established 'Home Plus ' banner. Tesco localized its stores according to the preferences of the Korean consumers and brought in some of its global best practices into the country. | |
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The company 's operations grew rapidly in South Korea and it emerged as the second largest retailer in the country
"They (Tesco) have adapted their store formats very well and have been very good at working with local management. They do have an extremely clear idea about what their business is about, but they are not macho about how they apply it. There are some firms that if they buy a company in another country, putting their brand name on it as quickly as possible is almost a source of corporate pride."1
- Rita Clifton, Chairman, Interbrand2, in 2006.
"Samsung Tesco and BAT Korea can be seen as two of the biggest overseas successes. They