Case Details: |
Price: |
| Case Code |
: |
BSTR242 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
ThemesGlobalization |
International Business |
| Case Length |
: |
20 Pages |
| Period |
: |
1995-2006 |
| Organization |
: |
Tesco |
| Pub Date |
: |
2006 |
| Teaching Note |
: |
Not Available |
| Countries
|
: |
South Korea |
| Industry |
: |
Retail |
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.
|
|
The company's operations grew rapidly in
South Korea and it emerged as the second largest retailer in the
country.
Issues:
» Evaluate Tesco's globalization strategies
» Study and analyze the entry and expansion strategies of Tesco in South Korea
» Examine how Tesco localized its retail practices in South Korea.
» Appreciate Tesco's efforts to integrate its global best practices with local
strategies in South Korea
Contents:
Keywords:
Tesco, Samsung Tesco, Globalization, Localization,
International Business, International Expansion, Entry Strategies, Expansion
Strategies, Global Supply Chain Management, RFID, E.Land, Retail Industry in
South Korea, Store Formats, Hypermarkets
Tesco's Globalization Strategies and its Success in South Korea
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